Happy Easter! This week we dive into why the sustainability of a YouTube career still remains highly unknown & showcase 5 of the most innovative women leading in the creator economy. Lots happening. Enjoy!

Can Creators Sustain a Life-Long Career on YouTube? We Don’t Know Yet. 

YouTube is less than 20 years old yet many creators at the top of their game are burning out; resurfacing the debate on whether a YouTube career can actually be sustained at all? We don’t know. The problem is 30% of American children still want to become YouTubers according to a 2022 Forbes report (which is 21 million people, latest consensus). 

If millions of kids want to chase a dream which isn’t guaranteed, naturally this present’s a small issue. So let’s start here…

1. What does the YouTube job actually look like? 

It’s just like running a traditional business; in both worlds there’s pressure, long nights working, 24/7 obsession, building a team, weekly planning & more.

Traditional businesses target returns on goods or services, creator businesses target sustained interest or attention. 

So? To avoid this, creators work tirelessly to appease the algorithm & not lose “relevance”. This naturally dominates a creator’s life behind the YouTube channel.  

2. Why hasn’t long-term success been proven?

No niche spared: In the realm of content creation, burnout knows no bounds. Whether you're an entertainer, educator, gamer, influencer, or lifestyle guru, the risk is omnipresent. Ali Abdal characterises YouTube as an "Infinite Game," a continuous journey without a clear endpoint & Marques Brownlee likens it to an endless treadmill. 

Initially, creators focus on their core content, but growth opportunities bring new tasks, leaving less time for the original work. The algorithm exacerbates this, demanding constant output to satisfy subscribers. Lifestyle creator Ashlynne Eaton notes the pressure to always present one's best self, even during breaks, fostering a cycle of perpetual engagement.

This results in burnout - which we’ll think of as a spectrum. See below.

3. People quit, people slow down, new creators enter & some never stop

The Burnout Spectrum

1. The Creator Corporations: closer to budgeted production companies than YouTubers (e.g Mr Beast, Sidemen, Dude Perfect)

2. The Hustlers: newer channels, posting frequently, growing significantly (e.g Sickos, Wade Papenfus, Nick Nayersina)

3. The Artists: experienced success → slowed down upload schedule to prioritise longevity (e.g Emma Chamberlain, Yes Theory, Casey Neistat)

4. The Retirees: quit YouTube, taken an indefinite break, stopped posting, retired etc (e.g Liza Koshy, Tom Scott, David Dobrik, MatPat)

So you’ve read this far…but what do we know?

• The platform was only founded in 2005 & as evidence shows, we don’t know if it’s a long-term viable career yet…

• Regardless, millions of kids worldwide want to become YouTubers.

• The nature of YouTube’s algorithm feeds burnout.

• Creators at all levels are on the burnout spectrum.

And so the question then is: How can this career be sustained? What can be done at the start to prepare for the treadmill later?

Part 2 next week: The Key Considerations Necessary To Sustain This Career.

5 Of The Most Innovative Women Shaping The YouTube Landscape…

1. Brittany Broski - Entertainment, Podcasting & Reporting

What sets Brittany apart is her unique brand of humour and relatability. Across her two channels, Brittany Broski (2.06M) & BroskiReport (635k), she innovates by leveraging internet trends and memes to create content that resonates with her audience. Her emphasis on mental health, self-acceptance, & vulnerability has cultivated a loyal audience, ready to tune in every week.

2. Michelle Khare - Adventure & Extreme challenges

By blending elements of documentary filmmaking with her extreme challenges, Michelle Khare has cultivated an impressive library of high-quality adventures. What sets her apart is her commitment to dangerous stunts, travel and sometimes months of video production. Additionally, she frequently collaborates with experts, such as the FBI, chess grandmasters & even NASA professionals, to provide valuable insights and tips, adding credibility to her videos.

3. Cleo Abram - Science & Technology Breakdowns

Cleo Abram is a successful science & tech creator on YouTube, renowned for her ability to simplify complex scientific concepts through engaging content.

Often collaborating with masters in the field, such as Max Verstappen, Boston Dynamics & MKBHD, Cleo’s charismatic delivery and innovative approach effectively bridges the gap between entertainment and education, captivating viewers and fostering a deeper appreciation for science.

4. Kariza Santos - Short Films/Vlogs

Kariza Santos aka “Life of Riza” distinguishes herself on YouTube with her highly cinematic content. From life advice to romantic trips, Kariza uses professional cinematography techniques and seamless editing to whisk away the viewer into a more cheerful world. Her visually stunning storytelling, resembling short films, captivates audiences, setting a new standard for quality in the genre. This cinematic approach immerses viewers in engaging narratives, enhancing her appeal and fostering a loyal following.

5. Cassy Ho - Exercise & Fashion

Ex-pilates instructor to now founder of two 8-figure businesses, Cassy Ho, is the embodiment of creator entrepreneurship. 14 years ago, Cassy began creating pilates tutorials on YouTube. Now with to 9M+ subscribers, she owns her own activewear line, PopFlex, and complements it with her media brand in Blogilates. She offers a wide range of workout routines that cater to different fitness levels and goals, making exercise accessible to everyone.

Happenings in the creator space 💡

1. Young Australian DJ Sam Alfred opened for several of Fred Again’s Australia shows, alongside Aussies Joy Anoymous & other acts.

2. YouTuber Fiona Wang is looking to hire an editor / videographer

3. Independent news outlet, Channel 5, are premiering the “Untitled Andrew Callaghan Film”. A secret documentary detailing Andrew’s journey since he was just 22 years old.

Top 3 Videos Of The Week 🌐

The STORY STREET spotlight 💫⭐

Up & Coming Creators To Watch

• “We Love You” Instagram - One of the most popular accounts this year. Two friends producing creative reels based around growing up, feeling lost & environmental awareness

• Ben J Mcintosh - a Australian support worker using his experience and social media platform to uplift people living with disabilities.

• Wesley Wang - a talented film director who just graduated high-school. Releasing his work on YouTube, his recent “nothing, except everything” short film gained over 4M+ views