STORIES • ADVICE • TRENDS How to get more

VIEWS ON YOUTUBE 6
Dealing with a
COPYRIGHT CLAIM 33
How Charles Cornell blends
COMEDY AND MUSIC 52
Make and sell awesome
MERCH FOR YOUR FANS 70

JUNE 2021

BINGING
I learned WITH
everything BABISH:
I know from Inside
f***ing it up Andrew Rea’s
personally. cooking empire
PAGE 22
 DELL PRECISION MOBILE WORKSTATIONS

O U R WO R L D,
B U I LT O N A P R E C I S I O N .
People like you were born to create, making the world a better place.
Whether in the real world or a virtual world, we love seeing your work.
Thank you for choosing Dell Precision workstations!

Learn more at Dell.com/Creators

 EDITOR’S NOTES JUNE 2021
Volume 020

THE 100,000 SUBSCRIBER

TARGET
In the last issue of Creator Handbook I
wrote about setting realistic personal
goals for your YouTube channel. Today
I will lay a reasonable catch-all target
as a foundation for making a strong
middle-class living online.
At the root of this strategy is Kevin
Kelly’s transformative concept of ob-
taining 1,000 True Fans who will each
On the Cover: pay you $100 per year for your content.
Andrew Rea That leads you to $100,000 in rev- but it’s achievable for anyone who
enue, which is a comfortable amount intends to make YouTube their career.
publisher/editor Matthew York for most independent creators. For Here’s the beautiful thing: while
associate publisher Patrice York
a deeper dive into the ideas in this you’re working your way up to
editor in chief Mike Wilhelm article, I recommend reading his.
managing editor Haley LaPlant
100,000 subscribers, you’re also
web developer Katherine Rosal Obtaining 1,000 true fans sounds optimizing your paid content offering
multimedia editor Chris Monlux
art director/photographer Susan Schmierer
simple, but not exactly easy. Making and hopefully improving the con-
contributing editor Sean Berry exclusive content is labor-intensive, version rate. If you can get that one
but it’s not exactly complex. If you percent up to two percent, you’ve cut
director of sales Terra York put in the hours, the content gets your target subscriber count in half to
telephone (530) 891-8410
account executive Josh Callahan made. The hard part is finding earn the same amount of money.
people to buy it. One of the hardest things about the
marketing specialist Sam Rios
To solve this problem, let’s work media business is growing an initial
director of finance Stephen Awe backward. If your channel had 100
accounting manager Kelli Malinowski
audience. It’s expensive and it takes
subscribers, how many of them would time. But one of the best things about
fulfillment assistant Jo Mayer
you expect to buy what you’re selling? the media business is that it’s scal-
Let’s start with the conservative as- able. You’ll work the same amount on
sumption that one of those 100 people your channel at 200,000 subscribers
will buy your $100 content. That’s a channel as your channel at 100,000
Creator Handbook is published monthly by Videomaker, Inc., 645 Mangrove Avenue,
one percent conversion rate. subscribers, but as long as you keep
Chico, CA 95926. ©2021 Videomaker, Inc. All rights reserved. Reproduction of this
publication in whole or in part without written consent of the publisher is prohibited. The Now we need to decide if we’re target- your conversion rate constant, you’ll
Creator Handbook name is a pending trademark, property of Videomaker, Inc. Editorial
solicitations welcomed; publisher assumes no responsibility for return of unsolicited
material. Editorial-related photos and artwork received unsolicited become property
ing one percent of viewers or sub- make twice the money.
of Videomaker Inc.
scribers. Let’s be conservative and say If you can convert one percent of
Videomaker Inc. makes no representation or warranty, express or implied, with respect
to the completeness, accuracy or utility of these materials or any information or opinion
contained herein. Any use or reliance on the information or opinion is at the risk of
subscribers, since they’re likely more your subscribers into fans who will
the user, and Videomaker Inc. shall not be liable for any damage or injury incurred by
any person arising out of the completeness, accuracy or utility of any information or likely to be fans rather than passers-by. pay you $100 per year, keep doing
opinion contained in these materials. These materials are not to be construed as an
endorsement of any product or company, nor as the adoption or promulgation of any
guidelines, standards or recommendations.
Doing the math leads us to a target what you’re doing and set your sights
PRESENTED BY of 100,000 subscribers to earn 1,000 on 100,000 subscribers..
true fans. It’s not an easy target to hit,
Mike Wilhelm
Editor in Chief
CREATOR H AN D BOO K I1
 MORE THAN FULL FRAME
™

F U J I F I L M

HIGH RESOLUTION X-PROCESSOR 4 ISO IN-BODY

102 MEGAPIXEL QUAD-CORE 100-12,800 6-STOPS
BSI CMOS SENSOR IMAGING ENGINE SENSITIVITY RANGE STABILIZATION

Photo © 2020 Michael Clark | FUJIFILM GFX100S Mirrorless Digital Camera with FUJINON GF32-65mmF4 R LM WR at 1/6sec at f/8, ISO 200.
Michael Clark is a FUJIFILM compensated professional photographer. FUJIFILM, FUJINON and MORE THAN FULL FRAME are trademarks of FUJIFILM Corporation and its affiliates.
© 2021 FUJIFILM North America Corporation and its affiliates. All rights reserved.
PROFESSIONAL ON CLOSED COURSE. DO NOT ATTEMPT.
CONTENTS JUNE 2021
Volume 202
BINGING WITH BABISH: INSIDE ANDREW REA’S
COOKING EMPIRE
YouTuber Andrew Rea has built a thriving community that can’t get enough of JACK EDWARDS: A CHAT
his cooking content. NICOLE LAJEUNESSE WITH YOUTUBE’S
RESIDENT LIBRARIAN
Jack Edwards stands out as a
YouTuber for his portrayal of his
experiences in university and
thoughtful content surrounding
literature. RICKY ANDERSON II

on the cover 22-29

81-88
EDITOR’S NOTES
The 100,000 subscriber target MIKE WILHELM 1

GUIDES
How to get more views on YouTube FIONA M 6
Best YouTube SEO practices — 2021 JO MAYER 11
5 reasons why content creators should go live STEPHEN MANDEL JOSEPH 19
SPONSORED
Dell - Here’s how Ryan Connolly works on Film Riot remotely with the Dell Precision Workstation 9
Fujifilm - Future of Education 17
Dell - How the Dell Precision workstation helps inspire millions to live life to the fullest 30
Fujifilm - Everyone has a story to film 44
CREATOR H AN D BOO K I3
CONTENTS
MIKE GREENFIELD: PRO HOME COOKS’ MIKE GREENFIELD
EMBRACES CHANGE
Mike Greenfield has walked a winding road on his way to becoming an im-
pactful presence on YouTube. NICOLE LAJEUNESSE HOW ELENA TABER EDUCATES
VIEWERS ON FINANCES
Elena provides her fans with an array of
content that is uniquely hers to create a
community. JO MAYER

89-93
74-76
COLUMNS
HOW TO
How to deal with a copyright claim TIFFANY HARNESS 33
How to create great YouTube titles that catch everyone’s attention JO MAYER 35
How to find trends on YouTube, Twitch and TikTok TOM GRENNELL 38
How to upload to IGTV JO MAYER 41
How to go viral on TikTok ERIN VIERRA 46
How to deal with copyright strikes MARSHAL ROSENTHAL 49
COMEDY
How Charles Cornell blends comedy and music NICOLE LAJEUNESSE 52
Why The Try Guys are successful JO MAYER 56
GAMING
The Game Theorists puts a twist on gaming content JO MAYER 61
LIVE VIDEO
YouTube Live: how to make money streaming on YouTube SEAN BERRY 65
BUSINESS
How to make and sell awesome merch for your fans STEPHEN MANDEL JOSEPH 70
PRODUCTS
How Chris Stuckmann uses his passion to run a review MARK JOHNSON 78
CR EATOR H AN D BOO K I4
GUIDES
C R E ATO R H A N D B O O K I5
 GUIDES
If you’re wondering how to get more views on YouTube,
we have four strategies to help you out.
Guides: How to get more views on YouTube
— 4 strategies to help you grow
The landscape of YouTube has
changed drastically over the years
— and it has moved on from its
2010-2015 culture. During this
period, gaining views was a mat-
ter of having a personality that
kept people coming back, and the
content didn’t matter as much as
the person. In 2021 this could not
be further from the truth — to in-
crease your views, you need to ap-
peal to both your existing audience
and an entirely new one. There are
more creators than ever to watch,
and time spent convincing view-
ers that they should spend their
time watching your own channel
CR E ATOR H AN D BOO K
BY FIONA M
is increasing accordingly. Whether
you’re just starting out or looking
to refresh your YouTube channel’s
strategy, we are here to share some
strategies on how to get more
views on YouTube.
UTILIZE SEO
SEO — Search Engine Optimiza-
tion — ensures that your videos are
likely to be found by YouTube and
Google. The benefit of YouTube
over other video sharing platforms
— both long and short form — is
it utilizes Google’s search capabili-
ties, which are arguably the most
sophisticated available. SEO is
I6
 GUIDES
How to get more views on YouTube — 4 strategies to help you grow

your best friend when it comes to

getting more views on YouTube.

MAKING IT SPECIFIC
While your existing audience
may know what to expect when
you title a video “My Apartment
Tour,” this isn’t appealing to a
cold audience and fails to capital-
ize on the opportunity to title it
something more SEO-friendly.
Keywords for this example can be
anything from the style of your
home, its location, the price point
or the people you’ll be living with
— ie partner, fellow students,
etc. “Minimalist NYC Apartment
Tour” is more likely to attract
new viewers through SEO while
also being a more engaging title
for your existing audience to Notice how specific these titles are. Even the third video — which is
click on, even though the video titled apartment tour — has specific keywords like neutral and cozy.
contains the same content as “My
Apartment Tour.”
To take this further, use tools CREATOR HANDBOOK TIP:
such as Google Trends to search for When thinking of potential keywords for your video,
popular times that topics within try typing some in the YouTube search. The list of
your niche are searched for. This suggested videos will give you a great idea of what
not only allows you to view related people are searching for.
keywords (which can be used
in other videos, or spark ideas GRAB THEIR ATTENTION
that branch out from your usual A great first impression is a surefire way to get more
content), but it also shows when views on YouTube. First impressions are everything,
demand for each topic spikes from so make sure your title and thumbnail are not only
an SEO perspective. “Halloween attention-grabbing but also attract the right type of
Makeup” predictably peaks in Oc- audience. Great thumbnails for a gaming channel are
tober, but searches for it begin in — or at least should be — very different to success-
August, so uploading before Octo- ful thumbnails designed to lure in an audience for
ber gives you an advantage against meditation content.
those missing the start of the wave.
This can also help to validate ideas, EYE-CATCHING THUMBNAILS
as you can determine if people are There are many tips you can try, from bright colors
even searching for the topic you to a person making eye contact and text to lure
plan to cover. viewers in, but the most important element is that

CR E ATOR H AN D BOO K I7
 GUIDES
How to get more views on YouTube — 4 strategies to help you grow

it aligns with your content spe-

cifically. When creating thumb-
nails, remember that you’re not
aiming to attract people who
already know and love your
content — you’re making a first
impression on complete strang-
ers. Keep that perspective in
mind, don’t make it too busy —
remember how small thumbnails
are for the average user — and
take inspiration from popular
creators in your niche to nail it
every time.
CREATE QUALITY CONTENT
& A COMMUNITY
Creating quality content works
in a number of ways. The most
obvious one is that the audience
will remember you as the person
who made that video they loved,
but on a more strategic level, it
also assists the algorithm in
promoting your videos to the
right people. The subscription
feed has long been replaced
by the home page, and users
typically decide on what video to
watch from there.
If a user has a high watch time
on your videos, or engages with
it through liking, subscribing or
commenting, then the algorithm
will push your content to both
them and more users. To encour-
age additional engagement, be
sure to ask your audience to sub-
scribe in the first few minutes of a
video. Where it feels natural in the
video, include a CTA to hit the like
button or share their thoughts on
the comments section.
Thumbnails are typically your first chance to grab viewers’ attention, so
it’s imperative to craft an intriguing graphic or image to generate clicks.
DON’T JUST SHARE ON YOUTUBE
To get more views on YouTube, it is important to focus
on only one or two platforms for growth, but being
active on other social media platforms such as Insta-
gram, Twitter, TikTok, Snapchat and Facebook can
benefit your YouTube channel. On Twitter, it’s a lot
easier for users to share your content to their own au-
dience with features like Quote Tweets and Retweets,
while TikTok’s complex but laser-sharp algorithm al-
lows you to target the right people for your content.
Keep in mind your skillset and differing algorithms
before diving in. Once you’re established on other
platforms it’s a great and easy way to let your audi-
ence know when you’ve uploaded a new video, and a
dynamic new opportunity to engage with, and grow,
your existing community.
YOU’RE READY!
Competition has never been higher, but viewer watch
time, influencer marketing and new niches are also
on the rise. Utilise these tips to grow your views, your
channel and your impact.
Fiona M. is a social media marketer, influencer marketer and
LGBTQ+ content creator, with over a decade of experience in the
digital world and an obsession with iced lattes.

CRE ATOR H AN D BOO K I8

 Here’s how Ryan Connolly works on Film Riot remotely
with the Dell Precision Workstation
Sponsored by Dell Technologies
Ryan Connolly, the creator and host of the YouTube
Channel Film Riot, always intended for the channel
to be a ‘just do it yourself’ type of show. However,
behind the scenes, it’s a team effort.
“Communication was really crucial,” Connolly
says. In the present remote landscape, Connolly and
Film Riot rely on the efficiency and speed of the Dell
Precision 7750 mobile workstation to effectively col-
laborate, no matter where they are in the world.
Who is Ryan Connolly?
SPONSORED
Connolly has over a decade of experience work-
ing in the film industry, having written and directed
16 short films. He created Film Riot nearly fifteen
years ago to share his growth as a content creator
with the rest of the world.
“The idea behind Film Riot has always been to
build a community that we can interact with and add
value to and let that community follow my career as
I grow and learn,” Connolly says.
Since starting the channel. Film Riot sits at 1.74
million subscribers and nearly 200 million views. It
CREATOR H AN D BOO K
is a staple for aspiring filmmakers, encouraging them
to hone in on their craft.
WHAT GOES INTO RUNNING A POPULAR
YOUTUBE CHANNEL?
Connolly works with his brother, Josh, and Ryan
Thompson to make Film Riot possible. When plan-
ning content, they look to their community to see what
topics they want them to cover.
“Most of the time, Film Riot determines what topics
to cover based on what their audience wants to learn
about,” Connolly says. However, if there’s something
the three of them find interesting, they’ll cover that
too. Ultimately, it’s a team effort.
“We’ll work together to decide the topics,” Connol-
ly says. “What’s great is that each of us has our own
specialty, so things can ebb and flow pretty easily.”
All three of them work together to decide what top-
ics to discuss. Their duties for the project depend on
the topic they cover. Some topics require just one to
write. Other topics require all three of them to write.
In production, they shift who is in front and behind the
I9
 Here’s how Ryan Connolly works on Film Riot remotely
with the Dell Precision Workstation
Sponsored by Dell Technologies
camera. When entering post-production, Connolly
typically handles the color grading and sound, while
his brother does the initial edit, and Ryan Thompson
takes on the VFX and graphics work. This system
works well for Film Riot, even in the industry’s
remote landscape.
During the lockdown last year, the team of three
found themselves separated. “We found ourselves
in completely different locations for a while during
lockdown,” Connolly says. “But with things like
solid mobile systems like [the Dell mobile worksta-
tion] and apps like Frame.io, we were able to slip
into a new normal somewhat quickly.” Since Film
Riot uses the Adobe Creative Cloud, they integrated
Frame.io directly into Premiere Pro, allowing them
to add notes on edits remotely.
“Being able to easily add any needed notes has
been massively helpful,” Connolly says. “Hav-
ing that right in the timeline for my team definitely
speeds up our process … I am a big Adobe fan, so
it’s our go-to for the whole post process overall.”
Dell Precision Workstation makes remote video col-
laboration possible
When it comes to the hardware Film Riot use,
“speed and reliability are everything,” Connolly
SPONSORED
says. The Dell Precision 7750 mobile workstation
CREATOR H AN D BOO K
allows Connolly and Film Riot to collaborate on
projects from anywhere.
“Being able to stay mobile while still having the
speed of a desktop has been really great. We can
take it with us wherever we shoot to check shots, do
quick references and tests, then go with Josh wher-
ever he is doing the edit,” Connolly says. “That’s
been the main thing — having the ability to stay as
mobile, as we need to right now without sacrificing
speed and reliability.”
For Connolly, the Dell Precision workstation’s moni-
tor helps him get the job done. “Being able to trust
the color and contrast I’m seeing on the monitor is an
absolute must,” Connolly says. “The color and contrast
on the Dell Precision workstation is really killer.”
He recommends the Dell Precision workstation to
anyone on creating content on YouTube and beyond.
“We all need to stay flexible and portable,” Connol-
ly says. “On the show, I always say it’s the difference
between using a screwdriver and a drill. A screwdriver
will get the job done in most cases, but it’s going to be
harder, slower, and could cause more problems … For
us, the Precision workstation is definitely a drill.”
Learn more at: delltechnologies.com
I 10
 GUIDES

For a video to get recognized on YouTube, it takes close precision to ensure you are
doing everything possible to appear on the landing page. Search engine optimization,
or SEO, is an absolute must, and we’re here to show you the best YouTube SEO practices.

Guides: Best YouTube SEO practices — 2021

BY JO MAYER

YouTube is a great asset to have as FIRST OF ALL, WHAT IS SEO?

a creator or company. When used
to its full potential, YouTube gives
creators and brands another outlet
to create marketable content.
For a video to get recognized on
YouTube, it takes close precision
to ensure you are doing everything
possible to appear on the landing
page. Search engine optimization,
or SEO, is an absolute must, and
were here to show you the best
YouTube SEO practices.
SEO, or search engine optimiza-
tion, is a process that results in
more traffic to your content. This
process improves your website or
content and increases its visibility
to people using search engines.
THE KEYWORD IS
IMPORTANT, BUT THERE’S
MORE TO IT
There are several aspects to pay
attention to when it comes to

CR E ATOR H AN D BOO K I 11
 GUIDES
Best YouTube SEO practices — 2021

YouTube SEO. It’s more than

just researching keywords. It
entails being precise with titles
and thumbnails, analyzing your
channel analytics and anticipating
audience reaction as well.

Source: YouTube search filters

YouTube is the second-most-
used search engine next to
Google. Although the visual look
of a search engine is simple, its
function is highly calculated and
complex. There is a strong power
in the few short words you type in. Using tools like Google Search Console and Google Trends will help
Using the right couple of words you determine the proper keywords to apply to your content.
narrows your search through
billions of results. Effective SEO
maximizes the search so that your

Source: YouTube search results for “How to make artichoke”

content appears at the top results.
Keep in mind the search engine
on YouTube also comes with a
multitude of filters to refine your
search.

KEYWORD RESEARCH
The most important YouTube
SEO practice is keyword research.
Using keywords is paramount
to have a successful post. Being
precise and clear on what your
keywords are is crucial to where
it might appear on a search page.
Your chosen words should sum- An example of implementing effective keywords with YouTube content
marize the main point of your would be to use the name of the meal being made in a cooking video.
video. For example, if you are

“
uploading a video about how to
make a meal, it would probably
be most beneficial to use the YOUTUBE IS THE SECOND-MOST-USED
name of the meal and a word to SEARCH ENGINE NEXT TO GOOGLE.
describe the action with it. Us-
ing “How to prepare artichoke”
or “How to make artichoke” is
precise and gives a synopsis of
the video.

CRE ATOR H AN D BOO K I 12

 GUIDES
Best YouTube SEO practices — 2021

Source: YouTube search results for “I moved”

There are tools available to
research multiple combinations of
keywords. Tools like Ahrefs, Google
Search Console and Google Trends
help you decide on the best term for
your article. Another method is sim-
ply typing in your desired keywords
into YouTube’s or Google’s search
engine and analyzing the results.
These tools help you learn about the
search volume of combinations to
see which are heavily trafficked or For best YouTube SEO practices, keywords should be included in titles
not. Also, take into consideration whenever possible to help clearly define what the video is about.
trends that already exist on YouTube
like vlogs or challenges. acters — including spaces and keywords — is highly
suggested. YouTube has a limit of 100 characters for
TITLES titles and cuts short after hitting the 70 character
After deciding on keywords, it’s mark. Your audience will be inclined to click your
best to use them throughout the video if they see the whole title initially. Consider
post frequently. Titles are the next using different fonts and capitalization to make your
point of focus. Be sure to include post stand out from the rest.
your keywords in your title. The
keywords should flow naturally THUMBNAILS
in your title. Titles need to be Thumbnails are a visual preview of your video. It is
straight to the point but also leave beneficial to develop a plan for how they will look.
users wanting more. They act as a The image of the thumbnail must be attention-grab-
cliffhanger — a statement without bing and polished. High-quality video and images
explanation. are more likely to be clicked on YouTube. Thumbnails
The length of your title is crucial. help the audience visualize what will happen in the
Keeping the title within 70 char- video. For example, a thumbnail commonly includes
Source: Jubilee on YouTube

Thumbnails are crucial on YouTube, since they are often times the first glimpse viewers will
get of a video, and should be visually optimized to make viewers want to click on them.

CR E ATOR H AN D BOO K I 13
 GUIDES
Best YouTube SEO practices — 2021

the faces of who is in the video or

an image of what will be discussed.
A thumbnail should be exclusive to
your video.
Depending on your channel’s
content, creating continuity with
thumbnails makes your channel
recognizable. Creators do this
by using a similar color palette,

Source: Cut on YouTube

fonts and general layout of the
thumbnail. An audience that
identifies a channel through a
thumbnail has a sense of famil-
iarity to the channel. Understand
thumbnail size, as they are small-
er images that are about 1280 x
720 pixels. Planning a thumbnail
around available space is impera-
tive. Including some keywords in
your thumbnail is also a favor-
able choice.

Source: NPR Music on YouTube

INTROS AND OUTROS
Creators need to create high-
retention videos. This means the
longer viewers watch your video,
the better it will do. One way to do
this is with a good intro. Com-
monly, creators and brands have
title screens or montages at the
beginning of a video to inform the
audience of the channel. Intros
usually include pertinent informa- Since YouTube rewards videos and creators that have a high rate of
tion like the brand/creator’s name, retention, it is important to try to make content that have solid outros.

“
how to connect on other platforms
as well as the title. Continuing on,
it is very common to ask the audi- IT IS VERY COMMON TO ASK THE
ence to like and subscribe to the
AUDIENCE TO LIKE AND SUBSCRIBE TO
particular channel to create more
engagement. THE PARTICULAR CHANNEL TO CREATE
End screens or outros are a great MORE ENGAGEMENT.
way to keep your audience watch-
ing. If a viewer watches a video
all the way through, it is valuable
to give them the option to watch

CR E ATOR H AN D BOO K I 14
 GUIDES
Best YouTube SEO practices — 2021

more of your content with links.

An end screen with a couple of
other video links and reiterated in-
formation will boost engagement.
A video that has a clear beginning
and end and is efficient in getting
point across will succeed. Being
efficient doesn’t mean trying to cut
down the length of your video. Lon-
ger videos do well on YouTube. The
average video length on YouTube is
over 10 minutes. The quality of your
video matters more over the length.
Get your point across.

DESCRIPTIONS
The description below a video is a
reference point for your audience.
Descriptions include links to con-
nect to the creator’s profiles as well
as mention of featured products

Source: Vox on YouTube

or people. They also include other
resources to help the viewer expand
their knowledge about the topic in
the video. The description needs a
summary of the video that includes
your keywords. Users refer to the YouTube video descriptions deserve to be well-crafted and informative,
description when the video men- because viewers will often refer to them for more details on the content.
tions it or if they want to find a link

Captions can be
incredibly useful
features in videos,
allowing viewers to
keep up with fast-
moving audio or to
watch content without
video at all in quiet
environments.
Source: Nike on YouTube

CR E ATOR H AN D BOO K I 15
 GUIDES
Best YouTube SEO practices — 2021
more effectively than scrubbing
through a video to find informa-
tion. Be thorough with your de-
scription to ensure your audience
receives the best information.
CAPTIONS
The actual transcript of your
video should include keywords
multiple times. Providing your
viewer with the ability to read the
audio is more inclusive to a wider
audience. Captions provide more
people with a chance to engage
with your video. If the audio in
the video moves quickly, captions
provide a cushion to catch up.
Captions also give the option of
watching video without audio for
a setting that needs to be quiet. To
create a transcript file there are
tools available like YouTube Tran-
script to help you create a file.
TAGS
Creators are able to add tags
when they upload to YouTube.
“
YOUR CHANNEL
ANALYTICS
ALLOW YOU
TO HARNESS
YOUR EXISTING
STRENGTH IN
THE ABILITY TO
INCREASE YOUR
SEO.
Source: MrandMrsMuscle on YouTube
Source: Damon Dominique on YouTube Analytics
Tags are yet another way to improve the ability of your content to be
discovered, since people often find YouTube videos using hashtags.
These features allow for another avenue for dis-
covery. People use hashtags in the YouTube search
engine to find videos. With any type of wording that
goes into YouTube SEO, it is necessary to be precise
and tag relevantly.
When uploading a video there is also an option to
geotag a location. For example, if you are shooting
a video in Paris which in turn is about Paris then it
would customary to tag the location as well. People
who are searching out specific places may be able to
find your channel easily.
Your channel analytics allow you to harness your
existing strength in the ability to increase your SEO.
Analyzing watch time, average viewership, navigating
traffic source and channel activity in general. Cre-
ators will use content with high engagement rates to
continue creating desired videos. The YouTube studio
has many tools to help hone your skill so that you may
create valuable content that will place your video high
in search results.
YouTube SEO is a process that takes some planning
and attention. There are a ton of components that
need to be calculated but, the payoff is substantial
when done effectively.
Jo graduated from Chico State with a degree in Media Arts
Design & Technology. She loves live event photography, as well
as music and the outdoors and is an amateur skateboarder.
CR E ATOR H AN D BOO K I 16
 Sponsored by Fujifilm
Video is the future of education
Films and videos have been used in education sys-
tems for decades. In these modern times, though,
video is taking on a greater role in learning than
ever before. Teachers and students both recognize
the importance of video in education. As time goes
on, the relationship between video and education
will continue to grow in practicality and uses.
Particularly for kids and young adults in Gen Z
(defined generally as everyone born between 1997
and 2015) video is deeply integrated into their ev-
eryday lives. Websites like YouTube have become
learning resources for people of all ages and educa-
tion levels. Video tutorials cover every topic imag-
SPONSORED
inable. This generation also turns to video to follow
their favorite celebrities, watch product reviews,
play music videos and find commentary.
History of video-based
learning
Video learning has been around since the mid
1900s, when the introduction of television al-
lowed broadcasters to air educational videos.
Other technology like overhead projectors made
it easy to play reels of educational films in the
classrooms. Later, VHS tapes (and eventually
DVDs) allowed instructors to play recorded
CREATOR H AN D BOO K
media on televisions. They could also store it eas-
ily for future use. Since the development of video
compression and video services, webinars are now
used for delivering lectures and lessons. Also,
the internet and social media paved the way for
platforms such as YouTube and Zoom, which al-
low teachers to include tutorials and experts from
anywhere in the world. It creates endless opportu-
nities for expanding ideas.
Modern use
In this century, schools are implementing more
video content to increase engagement. It’s a fa-
miliar medium in the students’ lives, so it makes
sense to incorporate it into their learning curricu-
lum. Schools had begun developing the infrastruc-
ture for more comprehensive online learning years
ago. However, during the first year of the corona-
virus pandemic, video became crucial. In response
to the unforeseen circumstances, most schools
used video conferences to continue education
when in-person learning was not possible.
Looking forward
Video has a lot of potential in the future of educa-
tion. The concept of online/offline hybrid class-
rooms can help in many situations. For example,
I 17
 Video is the Future of Education
video goes a long way to help teach those who
Sponsored by Fujifilm
are visual learners, or students who may find
classroom settings overwhelming. Recoding all
class sessions to allow online access is helpful,
too. Plus, it creates more engaged listening and
students can review it if they missed anything.
There are many other benefits of including video
in class curriculums. It offers increased accessibil-
ity for students who can’t always make it to class
for health reasons. In fact, self-paced learning can
give a much-needed boost to those with learning
difficulties. Instructors can add interesting visual
concepts and give students valuable insights to
places they aren’t able to visit. Students can be in-
troduced to other cultures and foreign experiences
in an impactful way. Additionally, virtual reality
(VR) can give students a video version of first-
hand experiences and step-by-step practices.
Moreover, video is especially helpful in classes
like coding, science, engineering, languages,
mathematics and music. From a high-tech angle,
SPONSORED
CR EATOR H AN D BOO K
we need to understand that video is – and will con-
tinue to be – an essential communication tool of the
21st century. Students need to be immersed in it as
much as possible. This helps to keep them on pace
with their peers. Digital literacy is a job skill that is
already in high demand, and that will only continue
to grow as time marches on.
Wrapping up
Sometimes, older generations might see the con-
cept of video in classrooms as frivolous or un-
necessary. The truth is that our education systems
must advance as industries advance in order for
our children to be ready for it when they get there.
Incorporating video into classes allows instructors
to have more success with their students on a daily
basis. If done well, video can make learning more
fun for students. Therefore, we are able to improve
their engagement and retention. Also, it prepares
students for a future that is likely to be rooted in
video, regardless of what their occupation may be.
Learn more at: fujifilm.com
I 18
 GUIDES

Live streaming is more popular than ever before in the modern age, but the good news
doesn’t stop there. Going live offers several benefits to creators, and it’s more accessible
than any point in history, meaning anyone can produce their own live content.

Guides: 5 reasons why content creators should go live

BY STEPHEN MANDEL JOSEPH

There’s no better time than the practical, affordable and realistic

present to explore the many op-
portunities and rich benefits of go-
ing live with your video content. In
the last year, the Internet has seen
an encouraging surge in traffic.
More and more creators turned
to various platforms like YouTube,
Twitch, Facebook Live, Instagram
Live and countless others. Creators
learned, in just a short period of
time, that when it comes to boost-
ing and marketing their creative
content, there’s no other more
way to grow their audiences or
brands than going live.
The size of the global streaming
market is currently valued at over
42 billion worldwide. The market
increased its demand for online
streaming and entertainment
services since 2020. Video stream-
ing services alone have seen an
increase in viewership by more
than 10 percent. That means, de-
spite the uncertainty of the times,
there’s no uncertainty of the

CR EATOR H AN D BOO K I 19
 GUIDES
5 reasons why content creators should go live

“
projected growth of the mega potential streaming
video will have in the future.

HERE ARE THE TOP FIVE REASONS WHY THERE’S NO

YOU SHOULD SERIOUSLY CONSIDER LIVE
STREAMING YOUR CONTENT:
1. More people prefer live video
It takes time to read through posts and blogs. No
matter the word count, ads and blogs are just not
as engaging to people as watching a video. 67% of
audiences who watched a live stream event, such
as a concert, or live streams of brands and services,
made purchases.
Audiences enjoy indulging in quality-made videos
with likable hosts and broadcasters. Unlike edited or
scripted videos, live video allows brands, businesses,
newscasters, event hosts, worship services and per-
sonalities to be flawed and humanized.
2. Real-time engagement with subs and fans
Unlike broadcasted or pre-recorded video, live video
broadcasts to a live audience. This allows you to give
shout outs to viewers, and answer questions live. It
also allows people to see your fallible, human side
that they can instantly relate to.
As many live streamers have discovered, audience
engagement in real-time enhances audience reten-
tion. Streaming through platforms such as Facebook
Live, YouTube and Instagram Live puts you in the
same space as your viewers. People have active con-
versations, build trust and create direct communica-
tion with comments and discussions that are always
teeming with life and energy.
3. It builds your audience and community
Live video allows you to share content for the sole
purpose of creating experiences or advertising that
wouldn’t work anywhere else. It works kind of like
TV, except that your audience has the luxury and
convenience of a personal connection with you.
Stats across the board show that 80 percent of view-
ers would rather watch a live video than reading ads.
It also shows that the average time of watching a live
BETTER TIME
TO EXPLORE
THE MANY
OPPORTUNITIES
AND RICH
BENEFITS OF
GOING LIVE WITH
YOUR VIDEO
CONTENT.
video is greater than that of VOD
(Video On Demand). These stats
prove that people are more likely
to watch live stream videos over
traditional VOD or broadcasts.
That means the audience is out
there, and, whatever your brand
or service or event, you can
upsurge your subscriber base
and grow your community with
unlimited potential. Remem-
ber, viewers are always likely to
share your content with friends,
colleagues, websites and other
social media platforms through-
out the Internet.
4. It’s inexpensive
Livestreaming costs little to
nothing to get started. In some
cases, all it takes is a camera
phone or a webcam and creating
an account with a social media
platform that’s ideal for your
content and brand.
It takes less time to produce
a livestream video than it takes

CR EATOR H AN D BOO K I 20
 GUIDES
5 reasons why content creators should go live

to write a 500-word blog post.

Whereas a worded blog can take
anywhere from two to three hours
to write, a five-minute video can
only take five minutes to produce!
With livestreaming, you skip all of
the software and hardware con-
figurations for hosting and allow
access to any viewer with just one
click. Less expensive means more
revenue and that’s a huge perk
with live streaming.

5. You can monetize your content
The final and best reason you
should consider livestreaming
now is monetization. Monetizing
video content is the biggest draw
to livestreaming.
Even though most social me-
dia platforms are free, some, like
YouTube and Facebook, have
revenue sharing policies. But don’t
One of the best perks of going live is it costs very little to do, meaning
there is plenty of potential to monetize and profit from your content
let this dissuade you from the unlimited potential
of profiting from your video content. Livestreaming
of content is being called by many marketers a “gold
rush” of opportunities.
Monetizing is easy and it generates revenue. The
way it works is through paid subscriptions, PPV

“
Method (Pay-Per-View) by charging entry fees, pop
up ads over your video, sponsorships by getting a
brand to pay you for promoting their product during
your live stream broadcast or simply getting support
through your audience through donations.
GOING LIVE
OFFERS TONS OF GO LIVE!
As you can see, going live offers tons of opportunities
OPPORTUNITIES
and advantages to your business, brand, product or
AND ADVANTAGES service. It can be used as a way to drive traffic to your
TO YOUR website, grow your audience and make money. It’s a
BUSINESS, BRAND, popular and rapidly developing way to establish your
PRODUCT OR brand and make a name for yourself.
SERVICE. There is no better time than the present to join in
on the fun and the potential. So don’t be shy. Get out
there and make it happen.

Stephen Mandel Joseph is a published writer, art student, and

filmmaking enthusiast. He has directed several Sci-Fi 3D animated
shorts and a short drama film on video. He currently resides in
New York City.

CREATOR H AN D BOO K I 21
 BINGING
WITH BABISH
INSIDE ANDREW REA’S
COOKING EMPIRE

CREATOR H AN D BOO K I 22
 BABISH CULINARY UNIVERSE
SUBSCRIBERS: 8.98M
UPLOADS: 406
VIDEO VIEWS: 1,930,781,329
CHANNEL TYPE: ENTERTAINMENT
USER CREATED: AUG 21ST, 2006

YouTuber Andrew Rea has built a thriving community

that can’t get enough of his cooking content.

BINGING WITH BABISH

INSIDE ANDREW REA’S
COOKING EMPIRE BY NICOLE LAJEUNESSE

Andrew Rea isn’t afraid of making

mistakes. In fact, the creator of
Babish Culinary Universe on You-
Tube embraces them. When asked
how he learned to cook, Andrew
responded honestly.
“I learned everything I know
from f***ing it up personally,”
Andrew said.
Rather than becoming discour-
aged at the various setbacks life
has thrown his way — both in
and out of the kitchen — Andrew
turns these obstacles into learning
opportunities. We had a chance
to chat with Andrew about why
he started “Binging with Babish,”
how he makes his videos and
where his unstoppable ambition is
taking him next.

YOUTUBE AS A CREATIVE
OUTLET
Andrew says his now-thriving
career on YouTube was actually
“born out of depression and need-
ing a new creative outlet.” For him,
the feeling was clear.

CR EATOR H AN D BOO K I 23
BINGING WITH BABISH
INSIDE ANDREW REA’S COOKING EMPIRE
“I need to be making things
again,” Andrew said.
What was less clear was exactly
how this feeling could best be ex-
pressed. At first, Andrew says, he
wanted to make documentaries.
That’s what initially inspired him to
invest in a camera and production
gear. Then, Andrew set his sights
on a career in food photography.
Eventually, these two interested
evolved into his hit show “Binging
with Babish”, part of the Babish
Culinary Universe channel.
THE INSPIRATION BEHIND
BINGING WITH BABISH
Andrew didn’t start out as a
professional chef. For a time,
Andrew worked as a restaurant
dessert plater. That makes sense.
You need only watch one episode
of “Binging with Babish” to know
that, for Andrew, presentation and
aesthetics are just as important as
taste in his recipes.
Beyond that, his commercial cooking experience is
limited to say the least. After working in one restau-
rant for a single day — he gouged his finger badly
during his first shift — Andrew decided commercial
restaurant work wasn’t for him. If you’re curious, you
can find the whole story in Andrew’s next cookbook,
“Basics with Babish.”
Rather than in a professional kitchen, Andrew
learned to cook at home. He spent his childhood cook-
ing with his mother, whose memory has inspired his
lifelong passion for food. Obviously a huge cooking
nerd, Andrew now takes inspiration from cooking
legends such as Kenji Lopez-Alt of Serious Eats and
the talented chefs at America’s Test Kitchen. In both
cases, these meticulous chefs are willing to think be-
yond traditional methods in the pursuit of better re-
sults. If you’ve ever paged through Kenji’s hefty “Food
Lab” cookbook, you’ll know that the expected answer
isn’t always the right one. But it takes patience and
experimentation to figure that out.
It’s a theme we see reflected in Andrew’s own videos.
One iteration is never enough; Andrew’s videos often
portray the journey from mediocre recipe to homemade
masterpiece. He isn’t satisfied until the dish looks and
tastes exceptional. For proof, simply watch “Binging
with Babish: Sugar Chicken from Rick & Morty.” In it,
CR EATOR H AN D BOO K I 24
BINGING WITH BABISH
INSIDE ANDREW REA’S COOKING EMPIRE
a blasé copy-cat recipe for Panda
Express’s orange chicken is swapped
for an innovative recipe that An-
drew describes as “entirely our own
invention.” Essentially, it uses lots
of citrus peels to infuse sugar for a
uniquely flavorful dish.
AS SEEN ON TV
Like many cooks, Andrew doesn’t
like to work in silence. He explains
that he’s a huge TV fan and keeps
it on in the background the way
other people listen to podcasts.
“Star Trek: Next Generation,”
“Fraser” and “Parks and Recre-
ation” make up some of Andrew’s
favorites. In fact, Andrew’s career
as a YouTube chef began with
a classic episode of “Parks and
Rec,” titled “Soulmates.” In it, Ron
Swanson, the traditionalist Parks
department director, outcooks his
gourmand competitor and City
Manager, Chris Traeger. As Ron grills up a simple
beef patty to perfection, Chris crafts an elaborate
turkey burger in an effort to prove lean meat can be
just as satisfying.
Scrolling all the way back to the beginning of
Babish , we see many hallmarks of Andrew’s cook-
ing and filming style are already cauterized in that
first episode of Binging with Babish: “Parks & Rec
Burger Cookoff.” We join Andrew’s torso as he
recreates Chris Traeger’s gourmet turkey burger.
Andrew’s signature droll voice over guides us
through the cooking process, from the intro — “Hi
Reddit” — to the final taste test. Just like the Parks
and Rec staff in the episode, Andrew initially
fawns over the complexity and flavor of the turkey
burger. In the end, however, no one can deny the
beef patty’s superiority.
GRINDING YOUR WAY TO YOUTUBE
SUCCESS
After making his first Binging with Babish video, An-
drew just kept going. He describes having a “manic
energy after work” that allowed him to cook for,
record and edit new videos at an impressive pace.
CREATOR H AN D BOO K I 25
BINGING WITH BABISH
INSIDE ANDREW REA’S COOKING EMPIRE

Looking back, Andrew said it
takes a strong work ethic to get
a channel off the ground, but
he doesn’t recommend creators
“grind like crazy” in the same way
he did in the beginning.
“It took me a long time to find
balance,” Andrew said. “It’s a life-
long process.”
Andrew added that it’s great to
be “so enlivened by something that
you can’t put it down,” but he also
reminds us that “there’s an expira-
tion date to that.”
Luckily for Andrew and his view-
ers, this initial grind eventually
brought him sustainable success.
Once his channel was bringing in
more income than his full-time
job, Andrew made “a safe and mea-
sured decision” to focus wholly on
YouTube. Today, Andrew brings in
at least half of his channel revenue
from sponsored content. The rest
comes from a combination of
YouTube’s AdSense, cookbook and
cookware sales, Patreon and public
appearances.
“It took me a long time to find
balance. It’s a lifelong process.”
ful in growing his YouTube channel at this point in
his career, he reminds new creators that “you don’t
know where something will take off.” With this in
mind, he says it’s good to be visible as much as pos-
sible when just starting out.
HOW TO COOK AND SHOOT VIDEO AT
THE SAME TIME
Fellow ambitious home cooks know that cooking
dinner often takes longer than expected. Fortunately,
most aren’t also recording their cooking adventures —
Andrew says to add 2-3 hours to every recipe to account
for the time it takes to capture the process on video.
That estimate actually seems low in some instances,
especially since Andrew isn’t one to shy away from a
challenge.
“I don’t like giving up on a concept,” he said. “I’m
very dogged.”
Take, for example, the “Binging with Babish”
episode, “Ube Roll from Steven Universe.” Andrew

ENGAGING WITH FANS

OFF OF YOUTUBE
Speaking of Patreon, Andrew ad-
mits that he isn’t as good of a “Pa-
treon dad” as he would like to be.
He does still post early and bonus
content to the platform with ad-
ditional context for his most loyal
supporters. More recently, Andrew
also created a Patron-exclusive
Babish Discord community.
Though Andrew doesn’t find
other social media platforms use-

CR EATOR H AN D BOO K I 26
BINGING WITH BABISH
INSIDE ANDREW REA’S COOKING EMPIRE

cites this recipe as one of his most

challenging yet, in part due to
time constraints and too much
ambition. In the video, Andrew
goes through three different types
of Ube and five cake attempts
before finally crafting a perfectly
spiraled, perfectly purple Ube
Roll. Looking back at the episode,
Andrew remembers thinking, “If
you let it get to you, you’re never
going to try again.”
It’s these mistakes and itera-
tions that leave room for the best Binging with Babish: Parks & Rec Burger Cookoff
comedy. And though Babish
Culinary Universe is decidedly a
cooking channel, it also serves up
wholesome comedy in every video.
About 90 percent of that comedy is
improvised, according to Andrew.
That’s because not much is prac-
ticed before hitting record. Show-
ing the genuine process creates a
story around the recipe that leads
to a sense of triumph at the end of
every video.

THE BABISH PRODUCTION

TEAM
At first, Andrew worked alone to
produce his cooking videos. He
played host, camera operator and
editor. However, as his channels
grew, Andrew brought on a small
production team to help stream-
line the process. The extra hands
allow Andrew to tackle more ambi-
tious projects in the kitchen.
On a typical “Babish” production
today, there are between one and
three people on set. That includes
Andrew’s fiancée, Jessica Opon. In
fact, Jess is a successful video pro-
ducer and editor in her own right.
Binging with Babish: Ube Roll from Steven Universe
Andrew was also able to hire an editor, Brad Cash, as
well as a kitchen producer, Kendall Beach.
Kendall, a Culinary Institute of America graduate,
helps test out techniques and develop new recipes so
that the actual production can run more smoothly. At
the same time, Andrew knows that his mistakes add
both to his videos’ humor and their teaching poten-
tial. That’s why he doesn’t let Kendall tell him much
about the recipe before the shoot. He wants to be able
to show those surprises and mistakes to his audience.
GROWING PAINS
Andrew has found his production groove with his cur-
rent team, but it wasn’t always so easy. Thinking back

CREATOR H AN D BOO K I 27
BINGING WITH BABISH
INSIDE ANDREW REA’S COOKING EMPIRE
to his first crack at his essential
cooking skills series, “Basics with
Babish,” he recalls what must have
been one of the most frustrating
and stressful days of his life.
Knowing he wanted to up the
production value for the “Basics”
series, Andrew needed a crew. He
hired a full production team through
a friend, but apparently, there wasn’t
much communication beforehand.
On the day of production, the team
arrived at Andrew’s tiny New York
railroad apartment with several Peli-
can cases full of gear. The set up was
too large for the space and already
causing issues. But they were there,
and there was meat to be seared, so
Andrew got started cooking
“I’ll start with something I know
I do well,” Andrew remembers
thinking. “Steak.”
Unfortunately, by the time
Andrew was ready to dig in to
his medium-rare masterpiece, it
became apparent that almost all of
the crew were vegan — “militant
vegan,” Andrew emphasizes. Talk
about awkward.
It only got worse, however.
“The next thing we shoot is a
chicken I have to cut the spine out
of,” Andrew said.
Needless to say, Andrew did not
work with that film crew again.
“These guys were not down,” he
said, “and it showed on camera.”
Then, to top it all off, Andrew
said his girlfriend at the time
proceeded to break up with him. It
was a rough ending to a difficult
day, but Andrew would not let
that be the end of the “Basics with
Babish” series.
JOINING AN MCN
Andrew said that at around 100,000 subscribers,
agents, multi-channel networks and sponsors re-
ally start showing interest in a YouTube channel.
At around 1 million subscribers, Andrew decided
to form a partnership with Kevin Grosch, CEO of
Made In Network.
Working with the MCN allowed Andrew to take
“Basics with Babish” to its full potential. A big part of
that was the new, more cooperative production team
the network provided. Especially after the steak vs.
vegans fiasco, producing “Basics” with the new team
was surprisingly enjoyable.
In addition to providing production resources,
Made In Network helps Andrew grow his channel
in other ways, assisting with research, content
ideas and other administrative stuff for YouTube.
Overall, Andrew said it has been a productive
relationship.
FACTORS OUTSIDE OF YOUR CONTROL
Sometimes, it doesn’t matter how well-planned or
well-produced your content is. External factors can
and will impact your channel’s performance. Andrew
notes that at the beginning of the pandemic, when
more people were cooking at home, the Babish chan-
nel experienced a big surge in watch time. Not only
were many people suddenly stuck at home, looking
for entertainment, many people were learning to
cook for themselves for the first time.
This silver lining was soon tarnished, however,
when controversy broke across the foodie scene on
YouTube. Andrew was confronted with a massive
dropoff that brought down viewership across the
board. As Andrew notes, this phenomenon shows
how interconnected different creators really are.
“YouTube is a community,” he said. “What helps
one helps us all; what hurts one hurts us all.”
It wasn’t all bad, however. After her fall out with
Bon Appetit, former BA chef Sohla El-Waylly joined
the Babish Culinary Universe with her charming
show “Stump Sohla.”
“YouTube is a community. What helps one helps us
all; what hurts one hurts us all.”
CR EATOR H AN D BOO K I 28
BINGING WITH BABISH
INSIDE ANDREW REA’S COOKING EMPIRE
PURSUING AMBITIONS
BEYOND YOUTUBE
This volatility highlights the im-
portance of developing revenue
streams outside of YouTube. In
this arena, Andrew does not lack in
ambition. He has used his success
on YouTube to explore and pursue
numerous other projects and goals.
One of his earliest projects to
stem from his channel’s growth
was a glossy coffee table cookbook
titled “Eat What You Watch: A
Cookbook for Movie Lovers.” That
book was published in 2017 when
Binging with Babish had just
70,000 subscribers. Next came,
“Binging with Babish: 100 Reci-
pes Recreated from Your Favorite
Movies and TV Shows,” published
in 2019. Andrew says this second
book serves as a more practical
cooking reference — but he isn’t
stopping there. Up next is a “Ba-
sics with Babish” cookbook, with a
release planned for fall 2022.
Aside from books, Andrew
is also busy with his recently
launched Babish Cookware. It’s a
project that has been years in the
making. Andrew says he wanted
to make “a real, robust cookware
brand,” so he held onto the proj-
ect until the right opportunity
came along.
Eventually, that opportunity
arrived in the form of a partner-
ship with Gibson USA, a legacy
cookware company. Working with
Gibson, Andrew has been able to
perfect his cooking tools exactly to
his standards.
“I know what I like; I know what I’m looking for,”
he said.
He has designed the new cookware line to work
well for new and experienced cooks alike. Babish
Cookware, touted on bingingwithbabish.com as “the
basics, made better,” is being released in waves, be-
ginning with an array of kitchen prep tools.
WHAT’S NEXT FOR BABISH CULINARY
UNIVERSE?
But even that isn’t enough for Babish. More than just
products, Andrew wants to offer his fans unforget-
table experiences. After all, food is a powerful form of
storytelling.
He sees three big projects on the horizon. The
first is an idea for a brick and mortar restaurant for
foodies who want to learn to cook. The dining experi-
ence would be part cooking class, part tasting menu.
Andrew also wants to pursue more live events in the
form of curated, festival-like weekend trips for food-
ies. Last up is a concept for a “Bed and Babish” foodie
vacation rental in the Catskill Mountains, complete
with fully stocked and outfitted kitchen.
Finally, Andrew also had some advice for other
aspiring YouTube chefs.
“Your best experience as a creator is not going to
come from chasing virality,” he said. “Follow the advice
that everyone gave you in middle school: be yourself.”
On his channel, viewers learn not to be afraid of
making mistakes or of going after what you want. It
seems we can gain more than just cooking knowledge
from watching Binging with Babish.
Nicole is a professional writer and a curious person who loves to
unpack stories on anything from music, to movies, to gaming, and
beyond.
CR EATOR H AN D BOO K I 29
 How the Dell Precision workstation helps inspire
millions to live life to the fullest
Sponsored by Dell Technologies
Chet Garner loves to surround himself with passion-
ate people and tell their stories to inspire the rest of
the world. His Texan-based production company,
Hogaboom Road, travels all across Texas. On their
adventures, they document the exciting lives of pas-
sionate, everyday people.
“I like to tell the sort of stories I like to hear,
stories about adventures that inspire others to
go on adventures, stories about people who’ve
followed their passions and have found a way
to share it with the world,” Chet Garner says.
SPONSORED
“People who are passionate about what they do
make for the best stories.”
It takes a lot of hard work and remote collabora-
tion to bring these stories to life. With Dell Precision Forest Service and Smokey the Bear himself.
workstations, Chet and Hogaboom Road gleefully
take on projects all across the country and always
serve up something we all find inspiration in.
Sharing the incredible stories of everyday people
Two things inspire Chet Garner: nature and dedi-
cated, passionate people, working in their elements. Hopefully, Garner phoned Round Rock Honey for
“That sort of energy is exciting,” Garner says.
CR EATOR H AN D BOO K
Throughout his time working on Hogaboom Road,
Garner met many people and drew inspiration from
every one of them. His journey started over a decade
ago. His first project was The Daytripper. Hogaboom
Road wasn’t a business yet, so Garner was just a pas-
sionate guy wanting to tell the stories that inspired
him. However, after the show premiered, it proved to
be a huge hit.
We started getting folks asking if we did other proj-
ects.” Garner reminisces. “I thought ‘Why not? We’ve
got the cameras.’” After the show’s success, Garner
decided to turn Hogaboom Road into a full-fledged
production company. Hogaboom Road worked on a
wide variety of projects, from documenting beekeep-
ing at Round Rock Honey to working with the Texas
“When Smokey Bear calls, you take the call,”
Garner says. “Growing up as a scout and being an
Eagle Scout, it was a dream come true to get to work
with Smokey … But we had to keep a huge amount
of honey backstage. That dude eats a LOT of honey.”
some help.
I 30
 How the Dell Precision workstation helps
inspire millions to live life to the fullest
Sponsored by Dell Technologies
Separate, but together
Hogaboom Road works with a passionate in-
house team and many hardworking freelancers.
Seldom is everyone working under the same roof.
To tell the stories they set out to tell, Hogaboom
Road needs everyone to be on the same page
and communicate remotely throughout the entire
creative process.
“We edit exclusively with the Adobe Creative
Cloud,” Garner says. “This has been a game-
changer. Everyone — in-house, and freelance
— has the same programs and the same versions
of programs. We don’t spend any time worrying
about whether or not someone can open a file
or has a program. If they have Adobe Creative
Cloud, they’ve got it.”
Working with the Creative Cloud allows Hoga-
boom Road to work on an external hard drive and
send files back and forth. During post-production,
Garner’s editors make a rough cut and send it over
to him. Once he gets it, he makes all the neces-
sary changes to the edit and records a voice-over.
He then sends it back to his editors to work the
voice-over into the cut. The project will go back
and forth between various parties a few times until
it’s perfect.
SPONSORED
Garner relies on the Creative Cloud because it
keeps everyone at Hogaboom Road “focused on the
creative work.”
Meeting tight deadlines with the Dell Precision
workstation
Traveling all over Texas requires Hogaboom Roads
to collaborate on projects remotely. The Dell Preci-
CR EATOR H AN D BOO K
sion 5750 Mobile workstation makes it possible for
Garner and his team to edit large video files no matter
where they are.
“It’s given us a super-charged computer that we
can literally take anywhere. We can ingest and start
truly editing work while traveling,” Garner says.
“One time we weren’t quite finished with an epi-
sode, but we had to hit the road to film the next one.
My team literally edited in the car on the way and in
the hotel room that night,” Garner says. The Preci-
sion workstations helped his team make the deadline
with flying colors.
One of Hogaboom Road’s charms is its team’s tight
bond. However, being a small business means they
don’t have endless capital to invest into expensive
workstations for everyone to use.
“We require a LOT out of our computers, but as a
small business, we also need to be cost-conscious. I
can spec out a Precision workstation to have supercar
power, but for much cheaper.” For much less, Garner
and his team utilize the workstation’s mobility, power,
NVIDIA RTX GPU and big screen, which is a feature
Garner always looks for in a workstation. He needs
lots of workspaces to do the kind of work he does.
Ultimately, the Dell Precision workstation is the right
tool to get the job done.
“With the right tools, I can take any limits off of
my own creativity,” Garner says. “We don’t have
to wonder if we can pull something off. We get to
spend our effort coming up with the most creative
ideas possible.”
Learn more at: delltechnologies.com
I 31
HOW TO
C R E ATO R H A N D B O O K I 32
 HOW TO
The last thing you need on your recently uploaded YouTube video is a copyright
claim. If it does happen to content you’ve created, though, here’s all the ways
you can handle - and solve - copyright issues.

HOW TO
Deal with a copyright claim
BY TIFFANY HARNESS

Getting a copyright claim or strike like Content ID and Identifyy to automatically scan con-
on your YouTube channel can be tent to seek out potentially copyrighted materials being
confusing and frustrating, especial- used. If an infringement is found, it will cause a system-
ly if you don’t have a firm under- generated copyright claim. It also alerts the copyright
standing of why it happens or what owners so that they can decide what to do about it.
you can do about it. It’s important
(and responsible) to avoid copyright HOW DOES IT DIFFER FROM A COPYRIGHT
claims. We’re here to help you un- STRIKE?
derstand what it is, why it happens Once a copyright owner discovers your infringe-
and what to do if it happens to you. ment they can choose to do nothing and your content
remains unaffected (seems unlikely). If they want to
WHAT IS A COPYRIGHT take action, they can choose to monetize your video
CLAIM? with ads, track your video (preventing you from mon-
Practically every piece of music is etizing) so that they can decide to monetize it later,
protected by a copyright license. or they can request to have your video taken down
Copyrights are sometimes held entirely. If they choose to take action, it will cause a
by a single creator, by an agency copyright strike on your YouTube channel. Removing
or by multiple people (i.e., writer,
singer and producer). There are
copyrights on most written works,
films and videos as well. If you’re
posting or using pieces of any of
these without explicit written per-
mission from copyright owners,
you’re infringing on a copyright.
There, however, are exceptions
for Fair Use, allowing copyrighted
content to be shared for reasons
such as education, reaction, analy-
sis and reporting.
YouTube, Facebook, Twitch and
Instagram allow some users to use
sophisticated monitoring systems

CREATOR HA ND BOOK I 33
 HOW TO
How to deal with a copyright claim
the offending video won’t make a
strike disappear. Plus, on sites that
use strikes, collecting three strikes
will get you permanently banned.
WHAT TO DO WHEN YOU
RECEIVE A COPYRIGHT
CLAIM
If you’ve received a copyright
claim, consider whether the claim
is legit. If you’ve used content
without following the proper
channels, this may turn into a
strike. Learn how to deal with a
copyright strike here. However, if
there’s a possibility that the claim
is valid, there are a few ways to
avoid the strike. You can edit the
video to trim out the segment with
the infringement, mute or change
the audio (for music infringe-
ments) or agree to revenue shar-
ing with the copyright owners.
In some cases, a claim might be
invalid and you’ll want to dispute
it. The Content ID (or whichever
system) will occasionally iden-
tify a piece incorrectly. Also, it
has no way to know if you have a
copyright license to use the piece.
Beware of fraudulent copyright
claims that require disputes, as
well. Each platform will have
details on submitting your dispute
if you believe that you have the
right to use the content. Be sure to
include any supporting documents
such as a copyright license or letter
granting permission (see below).
WHEN A COPYRIGHT CLAIM
IS NOT A COPYRIGHT CLAIM
The point of copyright claims
and strikes is to ensure people
are getting paid. It’s not surprising to learn that
several scams exist. There are phishing messages
disguised as claims that seek to collect your per-
sonal information and passwords. Others try to
get creators to agree to terms for revenue sharing
even though they don’t own the copyrights. This
happened to YouTuber Aram Pan (20.6k subscrib-
ers) of South Korea in 2016. He had used original
music licensed from Digital Juice in his videos.
He received an infringement notice from a K-Pop
media group claiming that song was theirs under
a different title. You can read his first-hand story,
How I Turned a BS YouTube Copyright Claim Back
on the Real Infringer.
HOW TO GET PERMISSION FROM THE
COPYRIGHT HOLDER
Obviously, the best thing for a creator to do is to
uphold the rights of other creators. Do this by always
getting permission to use their works. If you’re try-
ing to gain approval to use high-profile content, it’s
important to know that the original author/creator
might not be the owner. You can try to find the true
owner by checking these sites:
• Records from the US Copyright Office
• Copyright Clearance Center
• The WATCH (Writers, Artists, and Their Copyright
Holders) database
• Copyright Advisory Office of Columbia University
Once you’ve identified the copyright owner, you
can contact them to negotiate terms for licensing.
Be prepared to discuss the exact content you wish
to use, why and for how long. Then, discuss the
terms of payment or exchange that will benefit the
copyright owner fairly. Once everything is decided,
it’s critical to get it in writing. Follow up with an
email that specifically outlines your conversation
and request a reply granting permission. If you
receive any copyright claims during the timeframe
of your license, this documentation is the proof
you’ll need.
As a transplant from Videomaker headquarters to the California
high desert, she feeds her wanderlust with obscure touristy experi-
ences. Often by the light of the moon, she digs into writing topics
that range from personal to technical in a variety of fields.
CREATOR HA ND BOOK I 34
 HOW TO
Even the best, most entertaining videos on YouTube need effective, interest-piquing titles
to make sure the most viewers possible click on them. Luckily, we’ve gathered the best
practices to make your next YouTube title stand out.

HOW TO
Create great YouTube titles that catch
everyone’s attention BY JO MAYER

First impressions are everything. YOUTUBE AS A PLATFORM

YouTube titles are one of the first
things your potential viewers see
aside from the thumbnail. The
words chosen for a title must be
eye-catching and leave a potential
viewer wanting more. You want
your title to be heavily trafficked
so it leads in the results on the
landing page. Through this article,
we cover how to write a successful
YouTube title.
YouTube is one of the most-used
search engines on the internet.
Statistics presented by Rocketium
Academy show that people’s
preferred choice of entertainment
online is video. People spend more
than 500 million hours on You-
Tube daily according to Business
Insider.
It is safe to say that YouTube
is a great platform to be noticed.

CREATOR HA ND BOOK I 35
 HOW TO
How to create great YouTube titles that catch everyone’s attention

Although it’s a great place to get

noticed, it is easy to get lost in
the billions of videos uploaded to
YouTube. Writing a great You-
Tube title is essential, as it leads
viewers to click on your videos.

Source: YouTube results for “film camera”

VIEWER THOUGHT
PROCESS
Creators need to think of their
audience when it comes to any
aspect of their YouTube pres-
ence. When writing a title, you
want to think of what your
viewer is asking themselves.
When the viewer is searching
out a video, they want to know
it’s going to be worth their time.
Viewers want to know they made
the right decision and their ques-
tions or ideas will be addressed. figure 1.
You must ask yourself if you
would click on your video when
it’s put up to the competitors. your title. Arguably the most important aspect of
YouTube SEO is the title. Using research keywords in
YOUTUBE SEO the title is important to rank for those words. Using
Understanding the SEO of You- keywords throughout your entire video post only

“
Tube is essential when creating strengthens the potential for success.
Keywords are necessary for users to click on your
video, but holding your audience’s attention is an-
other way to rank higher. The longer you keep your
audience watching, the better for ranking. Longer
CREATORS NEED
watch times provide more potential for ad revenue
TO THINK OF and engagement with likes, comments and shares.
THEIR AUDIENCE Videos with high engagement on YouTube rank
WHEN IT higher than videos with millions of views with low
COMES TO ANY engagement. Make sure your video is intriguing from
ASPECT OF start to finish.
THEIR YOUTUBE SEARCH SUGGESTIONS
PRESENCE. Testing out titles simply using the search engine on
YouTube is an easy and convenient way to decide on

CREATOR HA ND BOOK I 36
 HOW TO
How to create great YouTube titles that catch everyone’s attention
a title. You can see similarities and
differences in the suggestion to
use to your advantage.
In figure 1. you see that when
“film camera” is searched, there is a
selection of possible avenues. There
are a couple of suggestions for an
introduction to film cameras like,
“for beginners” and “basics”. Then
there are suggestions for the spe-
cific sound a film camera shutter
makes. Using these suggestions to
implement into your title gives you
a strong footing in what people are
searching for.
TITLE LENGTH
The length of your title needs to
be precise. Seventy characters is
a great length to keep in mind
when creating a title. Within these
70 characters, you must consider
spaces as well. You can have a title
of up to 100 characters, but if it is
too long a title can be cut short in
the search results.
Not seeing the entirety of a title
is not appealing to the eye and
“
TELL YOUR
AUDIENCE WHAT
TO EXPECT WITH
YOUR TITLE.
BE AS PRECISE
AS POSSIBLE TO
ENSURE THE
TITLE IS NOT TOO
LONG.
might be overlooked. Be straight to the point but
leave the viewer wanting more.
BE DESCRIPTIVE
Tell your audience what to expect with your title. Be
as precise as possible to ensure the title is not too
long. If you are uploading a vlog, make sure to include
the word “vlog.” This goes for any specific style video
such as a tour, haul, Q&A and tutorial, etc.
If you have a main focus like a product, place or sto-
ry, be sure to state it in the title. For example, if you
are telling a story of beginning your business, then
you may use a title like “Storytime | How I started
my business.” This title is straight to the point and is
informative to the viewer on what they can expect.
THINGS TO CONSIDER
There are some other aspects to think about when
creating titles. Using numbers in the titles helps
create a break in words as well as save space. Using
numbers instead of writing out a word for it is more
efficient. Also, think about using capitalization and/
or unique fonts to set your video apart. You can use
capitalization to emphasize a word to bring attention
to it over the rest.
Using attention-grabbing words can also be ben-
eficial for viewers to discover your channel. Applying
words that create interest to describe your subject is
favorable. Some examples of these words are shock-
ing, new, ultimate, giveaway, biggest and the list goes
on and on.
Implementing trending words also helps boost your
video reach. For example, the word “greenwashing”
is a term that is circulating on YouTube among eco-
driven creators. By using this term, people know they
expect that the term will be explained or addressed.
Taking time to plan your title for a video on You-
Tube is necessary to find success. Be sure to make
the most of a handful of words so that you rank
higher in search results.
Jo graduated from CSU-Chico with a degree in Media Arts Design
& Technology. She loves live event photography, as well as music
and the outdoors and is an amateur skateboarder.
CREATOR HA ND BOOK I 37
 HOW TO
One of the keys to creating successful content on platforms like
YouTube, Twitch and TikTok is following current trends and adapting
content to them. To help with that, here’s a few helpful tools to stay

HOW TO
Find trends on YouTube, Twitch and TikTok
BY TOM GRENNELL

At this point in the world of digi-
tal content, it’s crucial that you
keep up with the current trends.
Whether or not you tailor your
own projects to what’s currently
popular, keeping your finger on
the pulse of the internet lends a
great deal of insight into how well
these projects will succeed. For
something so critical, though, it
can be difficult to keep up with
the current trends on your own,
with so many moving parts to
consider across every platform.
Thankfully, there are a few tools
you can use to get a clearer look at
the most popular trends to follow
at any given time.
You can put this information to further use by
comparing trends side by side to see how they are per-
forming relative to each other. While the information
covers what is popular across the entirety of the inter-
net rather than specific platforms or digital content as
a medium, it can still be a great resource for finding
the biggest points of general interest.
CHECK THE YOUTUBE TRENDING PAGE
YouTube actively puts the most trendy topics in front
of viewers with their trending section, conveniently
located on the site’s homepage and at the top of most
mobile app interfaces. A simple scroll through the
videos promoted here can give a good look at what
type of content is successful, but there are a few other
services that provide a more detailed breakdown.

USING GOOGLE TRENDS

By nature of being the world’s
largest search engine, Google
has access to a massive amount
of data on what topics people
are seeking out, and they offer a
detailed look into this information
through Google Trends. The site
lets you scroll through the most
searched topics or phrases and
break down the information by
factors like location, timeframe,
and category.

CREATOR HA ND BOOK I 38
 HOW TO
How to find trends on YouTube, Twitch and TikTok

vidIQ’s free basic plan provides
users with a variety of resources
to stay on top of trends, including
alerts and the ability to track the
performance of direct competi-
tors. With multiple paid member-
ship levels, users can access a key-
word engine, research tools, SEO
analytics, and more. Similarly,
TubeBuddy offers a free plan with
limited tools for exploring success-
ful keywords and tags, while paid
plans add on features like channel
audits, search rank tracking, and
other similar analytics.
THE BROWSE PAGE ON
TWITCH
In the same vein as YouTube’s
trending section, the browse page
on Twitch provides an overview
of what categories and games are
most popular in real-time. There isn’t much more
detailed information than a count of how many
viewers are currently watching these streams, but
this in itself is still valuable. For more substantive
information, SullyGnome is one of the most versatile
resources you can find.
In addition to live tracking of trends, the site
provides insight into both the games and topics that
receive the most viewers as well as those that are
streamed the most. This data can help streamers
tread the line between streaming what might attract
the most viewers and streaming what will get lost in
an oversaturated category. For a more big-picture
understanding, you can specify what timeframe you
want to look at, providing a more granular break-
down of how trends have performed over anywhere
from the past three days to the past year.
HOW TO FIND TIKTOK TRENDS
Arguably the most trend-focused platform right now,
TikTok can be difficult to get a good overview of. De-
tailed analytics aren’t easily accessible, so there isn’t

There are several tools available online, including Google Trends and
sites like vidIQ and TubeBuddy, that allow you to keep track of trends.

CREATOR HA ND BOOK I 39
 HOW TO
How to find trends on YouTube, Twitch and TikTok

much out there in the way of third-

party software to follow trends
or see what’s most successful.
That said, there are still options
you can use to find some of this
information on the app directly.
The discover tab offers a quick look
into trending videos and hashtags,
although you may have to spend
more time actively watching these
videos to get a better idea of what’s
trending. Creators on TikTok often
append hashtags to their videos
that are entirely unrelated to the
content in an effort to increase
their content’s reach, so tags may
be performing well on paper while
there is little active interest in
what it represents.
Beyond the discover tab, the
audio used in TikToks can offer
a more realistic representation
of what’s popular, although it’s TikTok’s Discover tab can be a handy tool to find trends, though the
more time-consuming to research. audio used in the platform’s videos can be especially useful.
If there is a song or sound that
catches your ear in a video, you
can select it at the bottom of the screen to view more

“
popular videos that feature it. Conversely, using
popular audio selections in your videos can help put
you in front of more eyes.

GO FORTH!
STAYING ON TOP While it may take some effort to sort through the in-
OF TRENDS IS formation available to you, staying on top of trends is
KEY TO KEEPING key to keeping your content relevant and fresh. Some
YOUR CONTENT methods may require a bit of a financial investment,
but others just require a bit of time. Harnessing the
RELEVANT AND
data on trending topics can help increase viewership
FRESH. and overall traffic. Even if you don’t make content
that directly fits into what’s trending, keeping abreast
of what’s happening across the platforms you create
on will never be a bad idea.
Tom is an avid consumer and creator of adequate-quality content
and is always looking for his next ridiculous project.

CREATOR HA ND BOOK I 40
 HOW TO
Whether or not you have experience using Instagram, uploading to
the platform’s video sharing service - otherwise known as IGTV- is far
easier than you think.

HOW TO
Upload to IGTV
BY JO MAYER

Video on social media has sky-
rocketed in recent years, and
it isn’t slowing down. Popular
platforms that cater to social
video include TikTok, YouTube
and Twitch — all of which have
a different approach to video
content. Instagram is covering all
the bases, giving users the ability
to upload videos in differing for-
mats. Today, we’re going to show
you how to upload to IGTV.
IGTV VS OTHER
PLATFORMS
Instagram has five different
formats for posting videos. IGTV
is the long-form video section on
Instagram, comparable to that
of YouTube. Some other ways to
upload a video is using Reels, Sto-
ries, simple posts and lives. These
features are made for different
formatted videos and each form
compares to the competitors.
preferred form of social media. Instagram may hold
most of your following, so in-app access to uploading
videos is more efficient for increasing engagement.
The platform creates much potential for being dis-
covered and vice versa. The explore/discover page is
a great place to get your content out there. Instagram
uses a number of methods of being able to tap into
different communities. Through the use of hashtags,
marked locations and suggested accounts to follow,
creators have a multitude of ways to grow.
FAMILIARITY
Using IGTV to produce video content is beneficial
for the avid Instagrammer. If someone is well versed
with using the app, they can adapt quickly to IGTV
compared to using another app or software entirely to
upload a video. It is an easier transition for those who

THE INSTAGRAM
PLATFORM
Instagram offers a unique, more
personal platform. Generally, your
audience is mixed with friends,
family, acquaintances and some
fans. For many, Instagram is their

CREATOR HA ND BOOK I 41
 HOW TO
How to upload to IGTV

may not have a TikTok or a You-

Tube account yet.

IGTV FORMAT
IGTV videos count as posts and will
stay on your profile, unlike stories
that disappear after a day. They

Courtesy of Instagram/IGTV
are separated onto a different tab
on the profile but still exist in your
main feed. With IGTV, users are
able to upload 15 minutes of video
through the app, and up to an hour
through a browser. All videos must
be one minute at least to post.
They should be in MP4 file
format when uploading from a IGTV video requires users to have a cover photo
computer. Users are able to upload for a video. The recommended size from Instagram
either a vertical video with a 9:16 is 420px by 654px for the cover. Important to note is
aspect ratio or a horizontal video that you may not edit your cover photo after its been
with a 16:9 ratio. The minimum uploaded.
resolution you can upload is 720 Instagram makes it a point to make sure their users
pixels. The eligible file size differs receive the best possible experience with the app. To
in the length of your video. The be sure of this, videos must follow their Community
maximum size for a video under Guidelines. This allows viewers the ability to report a
10 minutes is 650 MB. For videos video if it’s thought to be going against the guidelines.
that are 10-60 minutes, the maxi-
HOW TO UPLOAD TO IGTV

“
mum size is 3.6GB.
Instagram app
When uploading from the app on an Andriod or
iPhone, start out by tapping your profile picture or
the face icon in the lower right-hand corner of Insta-
IF SOMEONE IS gram. Continuing you’d click the + button in the top
right to open the create panel. From here you choose
WELL VERSED IGTV video then you’ll be brought to your video gal-
WITH USING lery, choose a video to upload.
INSTAGRAM, After selecting your video, click the next button
THEY CAN ADAPT in the top right. You’ll be brought to the cover page
QUICKLY TO IGTV where you select a frame from your video or an image
from your camera roll. Consider preparing an image
COMPARED TO
beforehand posting the video. From this, you tap the
USING ANOTHER next button again. Then you’ll be prompted to enter a
APP. title and add a description. Also, this is you can decide

CREATOR HA ND BOOK I 42
 HOW TO
How to upload to IGTV

to start a series or choose to post a

preview to be shared you your feed.
Lastly, at the bottom of this
page, you may choose to post it
straight to your IGTV or save it as
a draft. Being able to save to drafts
allows for more time to fix last
edits up if needed.

IGTV app
When using the IGTV app to
upload, the process is quite simi-
lar. On the home page, you’ll tap
the + button in the top right-hand
corner. Then you’ll be able to record
a video directly from this screen Instagram in a browser
or select a video from your gallery. Uploading a video from Instgram.com may be a pre-
Remember, the video must be over ferred method for individuals who thrive with editing
a minute long to post. Then once footage on a computer setup. When logged on you’ll
you have your video, you’ll tap the go to your profile and select the IGTV tab. Then click
lower right-pointing arrow. From the blue Upload button. On the next page, you’ll be
here you’ll follow the instructions able to upload a video, select a cover and add a title
from above starting at the cover and description. Then you can post it or draft it. With
page step. This a great method to this process, you may have access to a wider gallery
stay on top of your IGTV and not for video and a more thorough workflow.
get distracted by the rest of what

“
the Instagram app offers. WHY IGTV?
The long-form video sharing offered via Instagram
IGTV opens the door to creators to expand on their
account or brand. It is more accessible to your exist-
ing following on Instagram and has room to grow
THE LONG-FORM substantially. IGTV is diverse in nature. You are able
VIDEO SHARING to conduct your personal process in video uploading
with multiple ways to do it with IGTV. The impor-
OFFERED VIA
tance of vertical video is also addressed in this fea-
INSTAGRAM IGTV ture. Vertical video can be easily transferable to other
OPENS THE DOOR apps made for it like TikTok. IGTV is an option for all
TO CREATORS Instagrammers to expand their range on their profile
TO EXPAND ON if they so choose.
THEIR ACCOUNT Jo graduated from Chico State with a degree in Media Arts
OR BRAND Design & Technology. She loves live event photography, as well as
music and the outdoors and is an amateur skateboarder.

CREATOR HA ND BOOK I 43
 Sponsored by Fujifilm
Everyone has a story to film
Sharing our stories is a critical aspect of being
human. In short, it’s one of the most important
legacies we can leave for future generations.
Stories help us feel connected to people we care
about and often have life lessons to carry forward.
As technology has evolved, we’ve often incorpo-
rated the latest trends for our storytelling. Now, in
today’s digital age, video is a means of communi-
cation that can add emotion and depth to your most
treasured stories.
The history of storytelling
Since the beginning of recorded history, humans
have been, well, recording history. We’ve also
SPONSORED
been recording stories from our lives for just
as long. The first recorded stories were written
into the walls of caves in areas of France nearly
30,000 years ago. Many told stories of animals
and everyday life. In recent years, archeologists
have discovered hieroglyphic pictures carved into
stone dating back as far as 5,200 years. Some
were designed as signs at crossroads to help
travelers find their way. Others were dedicated to
glorifying kings and queens.
Truly, narratives of all sorts have been shared
in families and social circles since the dawn of
CR EATOR H AN D BOO K
language. Passing our stories down to younger
generations is a particular joy. As the written word
developed in cultures around the globe, storytell-
ing has been scribed onto pages and pages have
been bound into books. We love stories so much
that we’ve curated these books into personal and
public libraries. People have weaved into jewelry,
fabrics, and even elaborate tapestries for centuries.
Drawings, sketches, paintings, photography and
many other art forms are used to convey stories,
as well.
In modern times, video technology has democ-
ratized the ability to tell stories. We can record our
stories to watch as often as we’d like. We can repro-
duce our video stories for the masses on disks and
drives. The internet makes sharing stories with the
world possible. Then, access to social media makes
it instantaneous. We can share our daily experiences
on social media in a practically unlimited way from
virtually anywhere.
A powerful and accessible form of storytelling
Today, video technology is more accessible than
ever. Millions of people have the ability to shoot,
edit and publish on their smartphones, ready at a
moment’s notice. Dedicated video cameras range in
I 44
 Everyone has a story to film
Sponsored by Fujifilm
size and capabilities. They capture details of mo-
tion, sound, and environment. Many cameras have
built-in technology to transfer your videos directly
to desktop computers so that you can edit them.
You can even livestream directly to an audience
online for real-time sharing. Dozens of popular
websites – from Twitch to TikTok, and essentially
everything in between – make all of this available
at no cost.
Getting people – especially strangers – to hear
your story and actually feel something about
it can be tricky. Video helps to overcome that
hurdle. It makes everything more personal. They
can see your emotions and connect with the situ-
ation you’re in at that moment. Hopefully, they’ll
imagine what it might feel like for themselves.
It’s a powerful storytelling tool that can be used
for purposes like capturing rare moments or
milestones, recording events as a piece of history
or simply sharing your own experiences.
SPONSORED
CREATOR H AN D BOO K
We all have stories to tell
When we share our views personally, we can con-
nect with people on a deep level. On the surface,
stories shared via video help keep people informed
about events in other places. In addition, it’s often
used to educate or entertain. However, it usually
reaches further. It can create unlikely connections,
impart empathy, spark activism, or inspire change on
either micro or macro levels.
Video is one of the primary forms of communica-
tion of our time, and storytelling is one of its many
important elements. Sharing our experiences through
video can bring knowledge and understanding to the
world. If you have the opportunity to, share your
stories. Also, give your attention to other people’s
stories whenever you can. It may become the begin-
ning of positive change. Perhaps it just brings a little
happiness to one person’s day. Whatever comes of it,
your stories are worth sharing.
Learn more at: fujifilm.com
I 45
 HOW TO

Making a viral TikTok video is one of the newest ways to garner fame on the
internet. But it’s not nearly as easy as it sounds. The good news is, TikTok has
provided creators with plenty of tools, and we’re providing you with some tips on
how to make the next internet-breaking video on the popular platform.

HOW TO
Go viral on TikTok
BY ERIN VIERRA

TikTok is home to over 689 mil- Create videos that express who you are whether you
lion active users worldwide. It’s a have a niche or not. Uploading daily and consistently
social and video platform that is makes it easy for people to see and find you.
both fun and therapeutic. Users
come together and create content KNOW WHAT’S TRENDING
that either makes a splash or falls Stay up to date with the latest trends. To find what’s
flat. To some, it doesn’t matter. For popular, check out the trending songs and hashtags
others, going viral is the epitome that are available on the app. Using a popular hashtag
of making it. But what does it gets your content seen by others. Sometimes a lot
mean to go viral on TikTok? of hashtags can be your friend, this allows the SEO
Going viral can mean different (Search Engine Optimization) function to bring in
things. Viral content is an image, more traffic your way. Sometimes, less is more. You
video, or link that is shared rapidly don’t want the wrong audience to find you. Make sure
through the population over time. they fit into your video and who you are as a creator.
Depending on the user, a video
that is considered viral can range
from 100 views to over a million.
To the popular creators on the
app, viral is part of their every-
day creation. Most videos can hit
triple-digit views. To them, it just
comes naturally. For the rest of us,
it’s hard to imagine ever reaching
that height. For us, it takes time.
To help, here are a few tips on how
to go viral on TikTok.

CONSISTENCY IS KEY
Being consistent and posting daily
is key. Once you download the app,
the best thing to do is start posting.

CREATOR HA ND BOOK I 46
 HOW TO
How to go viral on TikTok

Keeping with the trend idea

and using popular audio is what
TikTok is known for. A variety of
audio and sounds are at your fin-
gertips, most are popular and have
weight to them. But not all sounds
can give you that viral moment.
“
HAVING AN
OPNION CAN
REACH MORE
THAN JUST
FOLLOWING A
TREND.
Sometimes, your own voice is the
key. Be creative, write a short skit
or be personal. Having an opinion
can reach more than just following
a trend. There is a tool on the app
that allows you to do voiceovers.
Using this allows TikTok more
keywords that will then send your
video to the right audience.

INTERACT WITH YOUR

AUDIENCE
Once a video is edited and upload-
ed, it is time to interact with your
audience. A viral video doesn’t
always mean views. It just means
engagement. By replying, it sends
out a message to TikTok that this
video is garnering attention thus
puts your video on the For You
page.
Dancing videos are always a
sure bet in going viral. There
are tons of dances that are go-
ing around that can help gather
views. But it’s not always easy and
unless you are a talented dancer
or are a quick learner, this road
might be a long one. Being real
and being yourself is what audi-
ences like. Tell a story, whether it
is true or not, pull people in and
if it’s interesting, they will stick
around. Stories done in parts are Going viral on TikTok isn’t as simple as it sounds. There’s no cut-and-dry
another way to gather views and recipe to racking up views, so the best approach is to be yourself.

CREATOR HA ND BOOK I 47
 HOW TO
How to go viral on TikTok

get followers. By doing part one of

a story, people will like your video,
save them and come back hoping
to hear more.

ADD CAPTIONS
The way to reach more audience
and to get on the for you page is by
adding captions. These are texts
that can easily be added and lets
TikTok know the type of audience
your video should target. Most
of the time, when people scroll
through the app, they do it with
the volume off. So by using cap-
tions, it lets users watch your video
on mute during times when sound
is inconvenient. Outside apps such
as Captions make it easier to add
tiles to your video, giving you more
time to be creative.

KEEP IT SIMPLE
Videos on the app can go from 15
seconds to a minute. It is more
likely that a video will be watched
all the way through if it is short
and sweet. A popular trend on the
app was the time loop, these short
videos are filmed in a way that
it appears as though the creator
is stuck in a loop. By cutting it
this way, the viewer is drawn in
and the experience is repeated.
This is how you get views. A time
loop video of mine garnered over
45 million views over time. Yes,
shorter videos equals more views
but it is also about the quality and
uniqueness of content that brings
in eyes and keeps users from
scrolling up.
TIME TO GO VIRAL
Going viral on TikTok is like playing the slots. Yes,
sometimes you win. Sometimes a video that you
posted will become viral. Most times, you just sit
there, waiting for that jackpot. With today’s genera-
tion, that instant gratification means that if a video
doesn’t go viral immediately, it won’t ever go viral.
That mentality is wrong, though. When it comes to
viral videos, the best game is the long one. Since the
algorithm is constantly changing, older videos are
now being targeted and getting sent to the foryou
page more often than newer ones.
Now you know the best tips on how to go viral on
TikTok. Be patient and continue to post. You never
know when a jackpot will happen.
Erin is a freelance writer who loves movies and writing and hopes
to combine the two one day. She would love to work in film and
be part of that industry. She is also a Music News Editor for
mxdwn.

CREATOR HA ND BOOK I 48
 HOW TO
Copyright strikes are serious matters that put creators in a tough
position. However, there are steps to take in case your content falls
victim to a copyright infringement.

HOW TO
Deal with a copyright strike
BY MARSHAL ROSENTHAL

To say that YouTube revolution-
ized the video marketplace is an
understatement. This opened the
doors for those looking to pres-
ent content to a vast audience, as
well as the monetization of said
content as a source of income.
But like any good thing, there are
unsuspecting traps and pitfalls
associated with uploading content
on YouTube that jeopardizes the
content creator; the worst of them
being the recipient of a copyright
strike. At its heart, receiving a
copyright strike says that the
content is not the property of the
one presenting it, but actually
the property of another person or
company.
acceptable, but what wouldn’t
be is showing clips of the movie
because that is another’s copy-
right material. The same applies
for showing images or playing an
audio file, music or a video clip
of another YouTuber’s channel
(DMCA copyright law makes the
creator of a video the owner of
the copyright, with YouTube al-
lowed certain liberties for accept-
ing the upload). So being aware
of a copyright infringement is
extremely important because of
the negative ramifications that
can happen.
HERE COMES A COPYRIGHT
STRIKE
Now let’s say someone has filed a
copyright claim against a person’s
channel. YouTube investigates the
claim for validity. If the powers-
that-be agree, the video in ques-
tion comes down and a copyright
strike goes against the person’s
YouTube channel. YouTube pro-
vided these details to the channel’s
owner through email, mobile/
computer notifications and chan-
nel settings. This includes the
removed content as well as how it
affects the channel and more.

WHO OWNS THE COPY-

RIGHT?
One might think a content creator
would know not to “steal” another’s
video and present it as their own —
but that isn’t always the case. What
occurs is when copyright material
is embedded into one’s own video
without explicit permission having
been granted (for example, falling
under “fair use”).
As an example, making a video
discussing a movie is perfectly

CREATOR HA ND BOOK I 49
 HOW TO
How to deal with a copyright strike
Upon receiving the copyright
strike, the owner of the channel
has the option to either accept it or
file a content notice. But the first
thing to do is find out what exactly
is going on — by signing in to the
YouTube Studio, clicking “Content”
from the left menu, filter for “Copy-
right claims” and then hovering
over this and clicking “See Details”
in the “Restrictions” column.
So for one week, the channel
can’t upload videos, livestreams
or stories. There are a number of
things you can’t do, including:
• Create custom thumbnails or
Community posts create
• Edit or add collaborators to
playlists
• Add or remove playlists from the
watch page
• Can’t show a trailer during a
Premier
• Can’t send viewings from a live
stream to a Premier or vice versa
At the end of the week, all privileg-
es return but the strike remains on
the channel for 90 days. However,
as part of the process, the channel
owner must complete the courses
of YouTube’s Copyright School. So
as in baseball, the first strike is bad
but not fatal. Now since receiving a
copyright strike is definitely not a
good thing, a counterclaim might
be effective. This might work if the
content in question falls under “fair
use” or if the person who filed the
copyright claim will retract it.
THREE STRIKES AND
YOU’RE OUT
Getting a second strike within that
90-day window “kills” the ability for
I Got My First Copyright Strike...I’m Pissed (Rant)
There are a few courses of action to take when facing a copyright strike,
including accepting it and disputing it.
posting content for 2 weeks (90 days
now in effect until this strike goes
away). And to continue the baseball
analogy, “three strikes — you’re out!”
Receiving a third copyright strike
brings with its termination of the
person’s account, and so all channels
associated with the account. All the
videos get a clean slate.
Additionally, the person does
not have the option of creating a
new account for continuing their
YouTube “life.” But those who are
part of YouTube’s Partner Program
are eligible for a courtesy period
lasting 7 days, during which time
the channel remains active while a
counterclaim can be put in place. A
ruling in favor or a retracted claim
provides relief for the channel.
HOW TO HANDLE A COPY-
RIGHT STRIKE
So, how do you counter a copyright
strike? One can just accept it and let
it run its course. Or one can dispute
it with YouTube or try and make
CREATOR HA ND BOOK
amends with the one who initiated
the strike. More valid and worth-
while though would be to avoid
having it happen in the first place. So
never assume that using any mate-
rial that is not of one’s own creation
is “fair use”. Content can be acquired
for use through legal means — as an
example, licensing the use of music.
Research any and all content other
than one’s own that is being consid-
ered for use — when in doubt, don’t
is a good first step.
Take a breath, step back and
consider whether there’s a need for
using content that one didn’t cre-
ate. And if the use seems warrant-
ed, check and then double-check
before incorporating the content
with one’s own.
Marshal Rosenthal is a Los Angeles-based
freelance writer and journalist specializing
in technology, consumer electronics and
pop culture. Past accomplishments include
editing of home theater and video gaming
publications domestic and international,
operating a NY photographic studio spe-
cializing in children/product and providing
graphic imaging for video game box art,
manuals and related.
I 50
COMEDY
C R E ATO R H A N D B O O K I 51
 COMEDY
YouTuber and jazz musician Charles Cornell seamlessly blends comedy,
performance and pop culture.
COMEDY
How Charles Cornell blends comedy and music
YouTuber and jazz musician
Charles Cornell seamlessly blends
comedy, performance and pop
culture. His videos reveal the
wonder of music to his audience of
more than 900K subscribers. His
passion for music is infectious,
and his channel continues to grow.
Let’s dig into the Charles Cornell
YouTube channel to uncover the
secrets to its success.
MUSIC APPRECIATION FOR
ALL
Some YouTubers thrive on point-
ing out the flaws in popular
BY NICOLE LAJEUNESSE
opinion. Cornell, however, chooses to focus on the
positive side of music and pop culture commen-
tary. His videos tend to celebrate the greatness of
beloved musicians and performers like Whitney
Huston and Billie Eilish.
In one video, for example, Cornell explains why the
work of John Williams is so deeply embedded in our
culture. It would be easy to dismiss the prolific film
composer as over-hyped, and such contrary opinions
often garner impressive view counts. But Cornell opts
instead to focus on Williams’s talent and influence.
One part music lesson, one part musical performance,
Cornell uses his own talent on the piano to help illus-
trate his broader argument.
While John Williams is an obvious target, Cor-
nell frequently directs his admiration towards less
C R E ATO R H A N D B O O K I 52
 COMEDY
How Charles Cornell brilliantly combines comedy with music
expected examples of greatness.
Take the Wii theme music or the
music of Mr. Rogers’ Neighbor-
hood as examples. By sharing his
perspective on these underap-
preciated compositions, Cornell
highlights the surprising com-
plexity of the music we encoun-
ter daily.
WHAT ELSE IS ON THE
CHARLES CORNELL YOU-
TUBE CHANNEL?
Aside from his reaction videos,
Cornell’s channel offers a unique
blend of musical education and
experimentation. As a jazz musi-
cian, Cornell brings a sense of
playfulness to every video. This
quality is especially apparent
in videos like “Chipmunk Song
but you went to jazz school” or
“Happy Birthday But It’s Dark
And Ominous For 2020.”
Rounding out his channel, Cor-
nell also shares advice for fellow
musicians in videos like “How to
practice better when you’re lazy
like me” and “Modes are way easier
than you think. Here’s why.” Plus,
relatable videos like “Annoying
things people say to musicians” are for his channel and abruptly
sure to get a laugh from aspiring
and veteran musicians alike.
Overall, the Charles Cornell
channel has become a place for
music lovers of all sorts to con-
gregate.
BLENDING COMEDY AND
JAZZ
The Charles Cornell channel wasn’t this departure.
always so focused on music. Scroll-
ing down to his oldest content, it’s ture of the piano meme format
Charles Cornell’s early success on YouTube was centered around piano
memes that showcased the creator adding music to viral clips.
clear that Cornell took some time turned out to be the right call.
to home in on his eventual niche. Now Cornell has more freedom to
But in May 2019, Cornell hit on a explore and share a variety of mu-
format that worked: Piano memes. sical interests and ideas. Cornell
His first video in this format was able to successfully transi-
is titled “Cardi B’s Uggs” In it, tion from a limited but familiar
Cornell accompanies Cardi on the format to one that gave him more
piano as she brags about her new, creative freedom. This has ulti-
highly exclusive, limited edition
Uggs. The video is only 21 seconds
long, but it has accumulated nearly
“
2 million views since it was posted.
After spending a year perfect-
ing the piano meme format,
Cornell made a risky decision
stopped making piano memes
entirely. He even called himself
CHARLES
out in the video “I made dumb BRINGS A
piano memes on YouTube for an SENSE OF
entire year.” But if you read the PLAYFULNESS
comments under his explanation TO EVERY
video, “Why I Stopped Making
VIDEO.
Piano Memes,” you can see that
his fans were perfectly fine with
Breaking away from the struc-
C R E ATO R H A N D B O O K I 53
 COMEDY
How Charles Cornell brilliantly combines comedy with music

mately led to a healthier channel

with more room to grow.

BEYOND THE PIANO MEME

His meme-ing days may be over,
but Cornell hasn’t abandoned
comedy. It’s what makes what
could have been a dry music
theory lesson fun and engaging
— even for those who aren’t so
musically inclined.
The positivity and humor that
shine through in each video have
attracted a loyal and engaged
audience. Plus, his penchant for
inside jokes helps Cornell’s view-
ers feel like part of a community.
As one commenter noted, he’s
“like a really cool piano version of
Bob Ross.”

PRODUCTION IS
IMPORTANT
On top of being a skilled musician
and relatable comedian, Cornell
is also a skilled video creator. This
certainly factors into his channel’s
overall success.
Cornell’s attention to detail is
apparent in the production value
of his videos. Professional light-
ing and uncluttered backgrounds
keep the focus on the musician
and his keyboard. His is shoot-
ing and editing style is grounded
in the aesthetics of YouTube —
complete with jump cuts — but
his videos still prioritize the in-
tegrity of the music over all else.
Cornell also makes use of more
involved editing techniques.
Strategic L- and J-cuts, for
example, allow musical ideas to Charles Cornell may have retired the immensely popular piano memes,
play out even as the video moves but he still finds a way to add humor to his music-driven content.

C R E ATO R H A N D B O O K I 54
 COMEDY
How Charles Cornell brilliantly combines comedy with music

on to the next segment. His cre-
ative editing is also on display in
his “5 versions” series, where he
performs five different versions
of the same song.
Audio quality and sound design
are clearly top priorities for this
music-focused channel — as they
should be. Solid production value
means Cornell’s audience can

“
focus on the music.

THE SECRET TO CHARLES

CORNELL’S SUCCESS
Through a combination of knowl-
AUDIO QUALITY edge, enthusiasm, production
AND SOUND value and relatability, Cornell has
turned his passion into a success-
DESIGN ARE ful YouTube channel. His playful
CLEARLY TOP approach to music appreciation
PRIORITIES FOR keeps viewers coming back even
THIS MUSIC- as Cornell continues to evolve his
FOCUSED content and develop new video
formats. We can’t wait to see
CHANNEL — AS
what’s next for the Charles Cornell
THEY SHOULD BE. YouTube channel.

Nicole is a professional writer and a curi-

ous person who loves to unpack stories on
anything from music, to movies, to gaming,
and beyond.

Charles Cornell has consistently created humorous videos and content that places an important focus on
music appreciation and education

C R E ATO R H A N D B O O K I 55
 COMEDY
The Try Guys create fun videos, trying everything from cooking to cat-sitting.
COMEDY
Why The Try Guys are successful
The Try Guys
The Try Guys are YouTube sensa-
tions whose channel amassed
over 7.51 million subscribers
in just two years. The quartet
posted its first video in the sum-
mer of 2018. Their videos feature
them trying everything from
food to sports.
THE FIRST TRY
The group was not new to the
world of YouTube, as they as-
sembled through Buzzfeed before
branching out as an independent
production company, 2nd Try
LLC. They had six consecutive
BY JO MAYER
seasons on Buzzfeed. Their first video was the Guys
Try On Ladies Underwear For The First Time in 2014
with over 22 million views. Out of the gate, they tried
something intriguing, goofy and friendly.
Members Keith, Ned, Zach and Eugene — all best
friends — are your common goofy guys, which is
their main draw. They are the kind of guys that are
so passionate about their comical hobbies that you
just adore them. A strong relationship between the
group is key to keeping their audience engaged in
their brand.
THE TRY GUYS WAY
The Try Guys videos cover all forms of trying, mak-
ing, eating, doing, playing and simply experiencing a
range of activities. Their most popular video is of the
C R E ATO R H A N D B O O K I 56
 COMEDY
Why The Try Guys are successful

guys getting their bones cracked,

which is oddly satisfying. It has 23
million views. The outlook of most
videos is doing whatever it is for
the first time. The guys’ reactions
are naturally authentic in almost
every video.
Each of the guys gets their
own videos from time to time to
express their individual person-
alities. Keith has a collection of
videos where he eats everything
from restaurants. Eugene has
a collection of judging various
topics, like Cheap American Beer. The Try Guys YouTube channel has different playlists where members of
These specific episodes are neatly the group try different things, such as the Keith Eats Everything series.
organized into playlists making
them easier to find.

FEATURING GUESTS
The Try Guys also feature many
different types of people through
their content like their wives,
professionals and YouTubers.
These guests keep the channel
fun and allow viewers to see the
guys interact with others. Involv-
ing guests solidifies the guy’s
genuine nature and also has the
means to grow the channel to
other audiences.

QUALITY CONTENT
The range in which they pres-
ent is vast. Although most of
their videos are humorous they
also have the means to produce
videos like I’m Gay, a video re-
leased a year ago as apart of Eu-
gense’s coming out story. The
production style of this video is
driven by music with beautiful
visuals about a journey of being
The Try Guys YouTube channel features a vast variety of content, though
most of it centers around trying something new and interesting.
gay. Eugene wrote, directed and choreographed
the entire production. The production is not
humorous but empowering and speaks to a wide
community about what the Try Guys stand for.
Aside from empowerment, the guys are animated
and make every video worthwhile. They are people
you feel like you know and trust. Their channel is
light-hearted, curious, inclusive and positive.

C R E ATO R H A N D B O O K I 57
 COMEDY
Why The Try Guys are successful

EDITING STYLE
When it comes to the editing of
their videos, they regularly have
different editors for each video.
Every video is sharply cut to-
gether and is well thought out,
with planned graphics that add
to the focus. For example in a
recent video, The Try Guys Wear
1800s Bridgerton Dresses, for
title screens that indicate a new
segment they use time period
visuals to add to the regency era
theme. In this video, they also give
a brief history of the regency era
and incorporate a clip from Pride
& Prejudice. These editing choices
keep the viewers actively engaged
and give valuable information. The
hashtag #BehindTheTry compiles
their videos and others they are
involved in.

ORGANIZATION &
CONTINUITY
Another strong attribute of their
channel is the continuity of their

“
THEY TEACH
THEIR
AUDIENCE
TO BE
THEMSELVES
AND FIND JOY
ALONG WITH
FULFILLMENT One of the staples of the Try Guys YouTube channel is exceptional, well-
IN THAT. planned graphics that set the tone for the videos they represent.

C R E ATO R H A N D B O O K I 58
 COMEDY
Why The Try Guys are successful
thumbnails and titles. Titles
always clearly describe what will
be happening in each video. Their
thumbnails also help you visual-
ize what will be happening in the
video. Looking even deeper in the
thumbnails, facial expressions can
give an audience a clue as to the
guy’s attitude towards a subject of
a video.
THE TRYPOD
About a year ago, the guys
launched their podcast, The Try-
Pod. Each episode has thousands
of views and clocks in about an
hour each. They are nearly at their
100th episode. The TryPod gives
more access to the beloved guys
and their wives. The TryPod chan-
nel has three playlists that separate
The Try Guys
C R E ATO R H A N D B O O K
into Highlights, The TryPod and
You Can Sit With Us, a series for
the Try Wives to have conversions
away from the guys.
The Try Guys became so popu-
lar because they have an authen-
tic passion to create for people’s
enjoyment. A lesson that can be
learned from the Try Guys is to
not take yourself too seriously.
They teach their audience to be
themselves and find joy along
with fulfillment in that. To
understand the Try Guys mis-
sion in their own words fans can
watch their recently released
documentary.
Jo graduated from Chico State with a
degree in Media Arts Design & Technol-
ogy. She loves live event photography, as
well as music and the outdoors and is an
amateur skateboarder.
I 59
GAMING
C R E ATO R H A N D B O O K I 60
 GAMING

YouTuber Matthew Patrick turned a passion for video games into a wildly successful channel that
thoroughly explores different theories and aspects of popular games. Here’s how Patrick, also
known as MatPat, built The Game Theorists channel into the giant community that it is today.

GAMING
BY JO MAYER

The Game Theorists puts a twist on

gaming content

The Game Theorists is a popular

YouTube channel ran by Matthew
Patrick (MatPat). The channel
currently has 14 million followers.
Patrick is a well-versed host that
thoroughly dives into theories that
surround video games. Through
his skill at creating enticing videos,
he has amassed over 2 billion views
on The Game Theorists Channel.

THE CHANNEL
The Game Theorists channel be-
gan in 2011. Originally, the chan-
nel was used to upload various
clips from Patrick’s theatre days.
The channel has grown massively
since the beginning. His most common and not-so-common theories about games
popular video — MatPat’s Game with logic and comedic commentary. His videos are
Lab, a YouTube original series — well-rounded works of research and passion.
has 71 million views.
The Game Theorists covers an MARIO’S FIRE POWER
array of video games like Legend of A recent upload from Game Theorists which theo-
Zelda, Assassins’s Creed, Fortnite rizes Mario’s Secret Fire Power is a great example
and many more. MatPat tackles of MatPat’s style. The video begins with a short

C R E ATO R H A N D B O O K I 61
 GAMING
The Game Theorists puts a twist on gaming content

comedic intro. An old-school ver-

sion of Mario — voiced by MatPat
— gains a fire power which
he uses to defeat a mushroom
opponent. In the intro, Mario
contemplates the ethics of using
a fire power or crushing his op-
ponent. Mario is quickly proven
wrong when the fire power is
used. The mushroom opponents
dying words are “Why couldn’t
die like my brother, Tony? He
was crushed in a single instant.”
In the intro, viewers are able to
grasp MatPat’s comedic sense MatPat’s videos on The Game Theorists YouTube channel take deep
and knowledge about Mario. dives into specific features and aspects of video games.
The video then transitions to
the opening sequence that can be bring the audience into the main portion of the
seen on several The Game Theo- video. Also, the sequence utilizes game characters
rists videos. The sequence puts and backdrops.
you in the place of an ultimate In this video, MatPat dives into three pertinent
game enthusiast. The music and questions about Mario’s fireballs. The questions are
graphics pull the viewer in. The “What can be set on fire?,” “What bounces off the
music is upbeat and could easily ground?” and “What Burns Underwater?” Here, we
be used as background sound see the common trend of MatPat applying logic to
for gameplay. The graphics the illogical. Through the 14-minute video, MatPat
follow paths and open doors to deconstructs the fireballs using diagrams of chemical

“
compositions. Finally, MatPat comes to the projected
formula for Mario’s fireballs. The conclusive formula
is aluminum powder, ammonium perchlorate and
silicone rubber. The formula is comparable to rocket
fuel for spaceships.
HIS VIDEOS
The draw in the theories MatPat presents does not
ARE WELL- come from their conclusions but from the stories and
ROUNDED means to get there. MatPat sets his videos up for a
WORKS OF wide audience, not just game enthusiasts. His abil-
RESEARCH AND ity to deconstruct the subjects in his videos is what
PASSION. makes him successful.

OTHER CHANNELS
With his ability to explain ideas in an entertaining
manner, he developed more YouTube channels. These

C R E ATO R H A N D B O O K I 62
 The Game Theorists puts a twist on gaming content
channels cover theories surround-
ing film and food. MatPat style is
consistent through these channels
as well.
THE FILM THEORISTS
The Film Theorists channel is
nearing 10 million subscribers
with over a billion views. The
channel offers theories for Anime,
Disney as well as TV show theo-
ries. This channel offers viewers
who may be more inclined to
listen to theories about TV & film
a place to enjoy the presence of
MatPats commentary and ideas.
THE FOOD THEORISTS
The Food Theorists channel is
less than a year old with more
than 2 million subscribers. With
this channel, viewers get another
side of MatPat only this time it
revolves around food. It would
not seem that food would have
so many theories to unpack, yet
MatPat found a way to do just
that. In a recent upload where
MatPat uncovers the history
behind Oreo cookies that the
common person would’ve never
thought to be real.
BACKGROUND
In 2013, MatPat posted a “Draw my
life” video where he tells the story
of how he came to make The Game
Theorists channel. Originally from
Ohio, Patrick is an only child with
a momentous drive to succeed in
his education and hobbies, theatre,
math and science. He explained
After the success of The Game Theorists channel, MatPat has built other
YouTube channels like The Film Theorists and The Food Theorists.
having perfect grades and test scores made him the
class valedictorian.
After high school, he went on to college where he
met his wife and continued to use his drive. After
college, he moved to New York to live out his dreams
of the starving artist. In this stage of his life, he
was feeling a bit directionless yet started The Game
Theorists channel. At the time of this video, MatPat
had just reached 500 thousand and for that, he ex-
plains his gratitude for the opportunity YouTube has
given him.
CONCLUSION
Now millions of subscribers later, MatPat contin-
ues to entertain his audience and has the means
to expand his brand. MatPat’s popularity does not
come from his content but, his passion and the
essence of his personality. He comes off as truly
authentic which is not always achievable for You-
Tubers. MatPat created a community of millions
organically from his passion to bring entertain-
ment to others.
Jo graduated from Chico State with a degree in Media Arts
Design & Technology. She loves live event photography, as well as
music and the outdoors and is an amateur skateboarder.
C R E ATO R H A N D B O O K I 63
LIVE VIDEO
CREATO R HA ND BOOK I 64
 LIVE VIDEO
YouTube Live is a solid place to earn a income streaming. Here are all the ways you can
make money using YouTube Live.
LIVE VIDEO
YouTube Live: how to make money
streaming on YouTube
While Twitch is the most popular
streaming platform, it’s not with-
out its faults. Considering how
many big-name streamers use it,
Twitch doesn’t have many resourc-
es for smaller streamers to make it
big on the platform. YouTube Live
is a great alternative to Twitch and
is more friendly to new stream-
ers because of its connection to
Google and video searchability.
YouTube Live offers many ways
for new streamers to make money
on the platform. It will take a little
BY SEAN BERRY
time to monetize your channel. However, once you
do, you can start making money. For some of you, you
might even make a living off YouTube Live.
WHY STREAM ON YOUTUBE LIVE INSTEAD
OF TWITCH?
Twitch has become the most popular streaming plat-
form on the internet. Naturally, there’s a lot of com-
petition on the platform and Twitch isn’t as equipped
as YouTube to prop up its smaller streamers. Twitch
usually recommends popular streamers who are
online. YouTube’s search engine makes it easier to
become discovered if you’re online or offline. VODs of
livestreams are more accessible on YouTube as well.
CREATOR HA ND BOOK I 65
 LIVE VIDEO
YouTube Live: how to make money streaming on YouTube
THE WAYS YOU CAN MAKE
MONEY ON YOUTUBE LIVE
Ads
The most common way You-
Tube streamers make money is
through ads. YouTube allows
creators to run pre-roll, mid-roll,
display and overlay ads. Running
ads isn’t a perk every YouTuber
streamer starts with. You need to
be in YouTube’s Partner Program
to make money off the ads run-
ning during your stream and vid-
eos. Here are the requirements
you need to meet to get into the
Partner Program:
• You need to have at least 1,000
subscribers on the channel you’re
using
• At least 4,000 hours of videos
watched in the past 12 months
Once you’re in the program, you
can start making money off of
ads running on your videos. Ads
are a common stream of revenue.
However, they aren’t consistent.
YouTube is quite strict on ad-
friendly content.
Also, YouTube constantly up-
dates its policies and demonetiza-
tion rules for reasons which might
have been acceptable before. You-
Tube can demonetize your stream
VODs if it thinks your content isn’t
safe for brands or includes copy-
righted material.
However, YouTube’s system is
flawed and sometimes demon-
etized for unknown reasons. Ad-
ditionally, you have to consider ad
blockers. Many people use them,
meaning you’d make less money
YouTube Super Chat Image courtesy: YouTube Membership
Super Chats allow viewers to tip content creators during live streams,
increasing streaming revenue and promoting interactions.
off ads than expected. The best way to ensure you
have a steady income is to have other forms of in-
come other than ad revenue.
Super Chat
Super Chats is YouTube’s tipping system during
livestreams. Viewers can tip money during your
livestreams to pin their comments to the chat win-
dow. Super Chats make questions and comments
more noticeable to the streamer. Streamers use this
feature as a way for their viewers to ask them ques-
tions. Also, chatter can buy Super Stickers. Though
YouTube does take a cut of the tip, it’s still a way for
you to gain direct support from your community.
Similar to Twitch subscriptions, YouTube offers
Memberships. Memberships allow you to lock parts
of your streams to Members only. So, if viewers want
to see the portion of the stream, they need to pay.
Only creators with more than 1,000 subscribers can
utilize YouTube’s Membership feature. Here are all
the requirements your channel needs to meet to un-
lock the Membership feature:
• Your channel must have more than 1,000 subscribers
• You must already be in YouTube’s Partner Program
• Must be 18 years old
CREATOR HA ND BOOK I 66
 LIVE VIDEO
YouTube Live: how to make money streaming on YouTube
• Your channel doesn’t hold a
significant number of ineligible
videos (videos made for children
or videos with music claims)
Memberships works on a tiered
system. In total, there are five tiers.
The higher the tier, the more spe-
cial perks buyers receive. The five
tiers cost $1.99, $4.99, $9.99, $14.99,
and $24.99. Craters can name
each tier, allowing them to add a
channel-specific touch to the tiered
system to excite their communities.
BUILDING YOUR STREAM’S
REVENUE
Donations
YouTube’s monetization is in-
consistent. While you can make a
living off the money you make on
YouTube, many YouTubers will
tell you it can change at a mo-
ment’s notice. For instance, back
in May 2017 during Adpocalypse,
brands pulled their funding from
YouTube, causing many content
creators to lose most of their rev-
“
WHILE YOU CAN
MAKE A LIVING
OFF THE MONEY
YOU MAKE
ON YOUTUBE,
MANY YOU-
TUBERS SAY IT
CAN CHANGE
AT A MOMENT’S
NOTICE.
Patreon Image courtesy: Patreon
Patreon can be a handy platform to supplement YouTube revenue, al-
lowing communities to directly support the creators they enjoy the most.
enue made from ads. It taught a lot of them it’s best
to diversify their sources of income.
Direct donations from your community are
always a way to ensure your channel stays funded
during hard times. Platforms like Patreon allow
streamers to receive monthly payments from their
communities for extra content. Essentially, the
benefit of having a decent amount of monthly dona-
tions allows you to take more risks with your con-
tent and not worry as much about YouTube’s system
demonetizing your VODs. While it’ll hurt, with
enough monthly donations, it’ll hurt a little less.
Sponsors
Sponsorships usually start coming when you have
a larger following on YouTube. After you establish a
following on the platform and show you can engage
your audience and mobilize them, brands will want
to work with you. You don’t need millions of sub-
scribers to get brand deals.
In many ways, engagement is more important to
brands than subscriber numbers. A channel can have a
million subscribers, but if this channel can’t get a frac-
tion of its subscribers to buy a product, brands will look
for another channel to work with. Sometimes brands
will reach out to you. Other times, you have to reach out
CREATOR HA ND BOOK I 67
 LIVE VIDEO
YouTube Live: how to make money streaming on YouTube

to brands to get the wheels moving.

Rule of thumb: make deals with
brands you would use and you feel
your audience would find useful.
You run the risk of looking like a

Pewdiepie Image courtesy: Pewdiepie

sellout out if you take every brand
opportunity you get.

Merch
Merch is an important income
source for many YouTube stream-
ers. Usually, YouTubers sell merch
like shirts, hoodies or hats. They
sell them in partnership with
YouTube-approved merch manu-
facturers. However, some YouTu- Selling merchandise is another solid option for making a profit on You-
bers prefer to make it themselves. Tube, especially if the merch is specific to a creator’s community.
Regardless of the path you choose,
you want to make sure it’s some- YouTube merch shelf. This feature allows you to adver-
thing special for your community tise your merch during your streams.
to want to own. For instance,
PewDiePie sold tambourines with Affiliate linking
his channel’s iconic red and black If you’re not too keen on advertising directly in your
waves because tambourines were video, a good alternative is to use affiliate links. If you
a big meme in his community. want to use a combination of the two, you can make
Also, once you start selling even more money for advertising. Affiliate links are

“
merch, be sure to use features like links to products you recommend or use in the vid-
eos. When someone purchases the product using the
link, you’ll get a cut of the sale. It’s a more subtle way
to make money through product advertisements.

THE ONLY START MAKING MONEY ON YOUTUBE

WAY TO START While YouTube has its cons, it is still one of the best
MAKING platforms to make money on. Utilize its programs
MONEY like its Partner Program and features like Super
Chats to make money on your streams. Also, be sure
STREAMING ON
to set up a source of income off of YouTube to ensure
YOUTUBE IS TO you have a steady income if things go wrong on your
STREAM, AND channel. The only way to start making money stream-
THERE’S NO ing on YouTube is to stream, and there’s no better
BETTER TIME time than now to start.
THAN NOW TO
Sean Berry is a blogger and Videomaker Contributing Editor.
START.
CREATOR HA ND BOOK I 68
BUSINESS
C R E ATO R H A N D B O O K I 69
 BUSINESS

If you’re a content creator looking for ways to monetize your channel, then you probably know or
wondered about how to make merch online. Fortunately, we’ve put together a guide on how to do
exactly that.

BUSINESS
BY STEPHEN MANDEL JOSEPH

How to make and sell awesome merch

for your fans
If you’re a content creator look-
ing for ways to monetize your
channel, then you probably know
or wondered about how to make
merch online. Since YouTube of-
fered creators the opportunity to
sell digital products, YouTubers
like PewDiePie, DanDTM, Dude
Perfect and so many others cashed
in on selling merchandise to their
fans and subscribers.
Other creators on such plat-
forms as Tik Tok, Instagram and
Twitch benefit from selling their
merch as well.
We’re here to walk you through
the necessary steps on how to earnings. But, more than just the potential of generat-
make merch and sell it online. ing revenue, selling merchandise allows the content
creator to continue to do what they love while build-
UNDERSTANDING THE ing ongoing relationships with fans and subscribers.
VALUE OF MERCH The real value of creating merch exists in its ability
Better brands build better commu- to share and personalize the content creator’s rapport
nities. Creating merchandise for with their audience. If people like you and like your
your channel is an easy way to cre- content and channel, they’ll want to support you.
ate a brand that is an extension of
your channel. It allows you to con- PLAN A STRATEGY
nect with your fans and subscribers Before you can sell, you have to plan. This means com-
and grow your channel’s brand. ing up with a full-proof strategy in advance. It helps
Sellfy’s data found that YouTu- if you ask yourself these questions before beginning
bers who sell merch can make up the creative process. How are you going to sell your
to 10 times more revenue than merchandise? What platform do you plan on using?
those who earn profits solely on ad YouTube or TikTok? Who’s your fanbase and audi-

C R E ATO R H A N D B O O K I 70
 BUSINESS
How to make and sell awesome merch for your fans
ence? Are you looking to fund your
channel and make a profit or just
some pocket money? Are you will-
ing to work with a merch designer
to create your products? What are
your goals for merch?
CHOOSING A PLATFORM
TO SELL YOUR MERCH
These are just some of the ques-
tions you have to answer before-
hand. If you plan your strategy,
you have the blueprint for the suc-
cess of your brand. If you currently
have a channel on YouTube, then
you have to consider your options.
YouTube allows sales directly from
within the channel and has part-
nered with Teespring, a website
that specializes in merchandising.
However, YouTube requires
content creators to either have a
minimum of 10,000 subscribers or
participate in the YouTube Part-
ner Program. On the other hand,
TikTok allows creators to create their
products on Teespring, then move it
straight to TikTok, and enable fans
to buy products directly through
TikTok. Each platform has differ-
ent requirements, so you will have
to plan your strategy around what
works best for what you’re selling.
If you plan your strategy thor-
oughly, you can decide what works
best for your merchandise and
fanbase. Are you looking to create
merch as a single effort or work
with a company that fashions
merch? Some free merch makers
you can consider are eBay, Etsy,
Wix, and Shopify. However, if you
would rather pay a company to
make your merch, then Teespring,
YouTube has a partnership with Teespring, a website that focuses on
merchandising, to help creators sell merchandise more easily.
Printify, Zazzle, and Spreadshirt
are popular among creative con-
tent creators.
CREATE MERCH PEOPLE
WANT TO BUY
Before creating your merchandise,
consider your followers. What
would they like? Has anyone from
your fanbase made any special re-
quests? Is there something, in par-
ticular, they want to see from you?
Maybe someone asked for a T-shirt
design. If your channel focuses on
cosmetic makeup, perhaps some-
one asked for a particular lip gloss
or eyeliner. Your priority should
be to consider selling products you
know your followers will like. Try
out some designs and see if your
fans will like them. Arrange a de-
sign contest your fans can join. Set
it up so they can vote or cast ballots
on their favorite designs.
One great example of merch is
Bailey Sarian’s merch. Her prod-
ucts range from T-shirts to hood-
ies to phone screen savers. They
each have a fun and unique design
C R E ATO R H A N D B O O K I 71
with a catchphrase that is unique
to Bailey and her channel.
Bailey Sarian has a thorough
understanding of how to create
merch that her fans love.
QUALITY CONTROL IS
IMPORTANT
You don’t want designs that won’t
sit well with your followers. Your
designs have to be innovative.
They have to reflect your brand
and your channel. For example, if
your channel is about animals, de-
sign stuff animals or T-shirts with
cute, cuddly pet patterns.
The most important thing to
keep in mind when designing
merch for people is quality. Don’t
design cheap or cheesy products.
People will know. Create products
that are related to your channel.
Don’t just sell T-shirts because
they’re cheaper to produce. Sell
what will spark your fan’s interests
and make it one of a kind.
Think out of the box with colors
and patterns, and artwork. Make
sure all of your products stand out
 BUSINESS
How to make and sell awesome merch for your fans
and flatter each other. Visualize
your merch store’s entire appear-
ance ahead of time so that when
you’re ready to create it, you can
customize it to give your fans the
most lavish shopping spree they
will experience.
CONSIDER A PARTNERSHIP
Sometimes it’s not easy to develop
products on your own. You may
need to rely on someone who
knows about design production
from beginning to end. You can
partner with someone to help
you through the entire creation
process. A professional designer
might improve the creation
process and know when printing,
fabric, and sizing need fine-
tuning can help. You don’t want
to create a T-shirt with a great
design but cheap fabric.
However, if you decide to part-
ner with a merchandising com-
pany or fashion designer, keep in
mind that you need to sign a con-
tract agreement that will protect
your interest. Partnership agree-
ments can differ based on busi-
ness objectives and social media
platforms. Some platforms receive
a commission for sales or a small
fixed percentage. When signing
an agreement, draw up a contract
that details the percentage of own-
ership, division of profit and loss,
length of the partnership, decision
making and resolving disputes,
partner authority, and withdrawal
or death of a partner.
You can refer to this link for
more information on partnership
agreements:
Bailey Sarian, the creator behind the Murder, Mysterey & Makeup chan-
nel on YouTube, sells several products relating to her videos.
https://www.investopedia.com/ask/answers/041015/which-
terms-should-be-included-partnership-agreement.asp
For more information on creating, selling, and
partnerships for YouTube, refer to this link:
https://creatoracademy.youtube.com/page/course/mer-
chandise
PROMOTING YOUR MERCH
When you’re ready to start selling, create videos
dedicated to your merch. Wear or display your merch
in your videos and make videos that inform viewers
about your merch. Build a community surrounding
your merch by mentioning your fans and giving them
shoutouts. Post links or user-friendly ways for your
fans to buy your merch. Get the word out through
other social media platforms. Create promotions and
discounts for your merch and let fans know when you
have sales. Spread the word to all of your subscribers
and fans and share updates.
The best part about selling your merch is that your
fans probably already want to buy it. All you have to
do from hereon is continue to build engagement with
your followers and rake in all the cash.
Stephen Mandel Joseph is a published writer, art student, and
filmmaking enthusiast. He has directed several Sci-Fi 3D animated
shorts and a short drama film on video. He currently resides in
New York City.
C R E ATO R H A N D B O O K I 72
VLOGS
CREATOR HA ND BOOK I 73
 VLOGS

Elena is a powerhouse. She is a model, YouTuber, social media manager and consultant.
Her content covers travel, sustainability, fashion, health & wellness and her life as it happens.
Elena provides her fans with an array of content that is uniquely hers to create a community.

VLOGS
BY JO MAYER

How Elena Taber educates viewers on finances

Elena Taber is a 24-year-old YouTu- WHAT SHE DOES

ber living in New York. She recently
surpassed 600K subscribers on You-
Tube and has over 100K followers on
Instagram. She started her channel
in January 2015. Taber found success
through her creative skill and ability
to tell stories. What stands out the
most is her passion for finance and
educating younger viewers on how
to make financial decisions.
Taber is a powerhouse. She is a model, YouTuber,
social media manager and consultant. Her content
covers travel, sustainability, fashion, health & well-
ness and her life as it happens. Taber provides her
fans with an array of content that is uniquely hers to
create a community. She is the quintessential millen-
nial influencer trying to spark a positive change in
the world through creation. What stands out about
Taber is her content on finances. She feels there isn’t
enough female representation in the financial space.

CREATOR HA ND BOOK I 74
 VLOGS
How Elena Taber educates viewers on finances

She also fulfills a need to educate

millennials and Gen Z on different
aspects of finance. Thus, she fills
two gaps in the space as a young
millennial female.

UPBRINGING
Taber is from Southern California
and prides herself as “a Califor-
nian at heart.” She moved to Paris
when she was 18 by herself, which
sparked the travel in her channel
5 years ago. She then returned to
California to receive a degree in
business. Then she moved to New A Productive Work Day With Me in NYC
York City a couple of years ago.
Taber has a great ability to tell
stories about every place she lives the simpler side of editing. The most recent videos
and visits. are much sharper in editing and it is apparent that
Taber has become a professional.
AESTHETIC Taber’s thumbnails, title screens, music, filming
Taber’s has a unique aesthetic styles and pace of her videos are well-crafted. Her
that has come a long way since style is crisp, raw, urban with the right amount of
the beginning. Her first video, dreamscape montages.
Black on Black Lookbook, is on Taber’s title screens differ depending on the subject

“
of the video. For her vlog style videos, she utilizes film
footage to give off an authentic vintage look. For her
more informational videos she uses animated text on
appealing earth tone backgrounds. Taber also uses
film flares to transition her videos.
TABER FEELS The music that drives most of her informational
THERE ISN’T videos is commonly a lofi jazz mix, which creates a
ENOUGH FEMALE calming atmosphere to focus on. With her vlog and
REPRESENTATION travel videos, the music seems to lean more towards
indie-rock.
IN THE FINANCIAL
SPACE. CONTENT
Taber currently has 10 different playlists that cat-
egorize her content. Some of the categories include
lifestyle & vlogs, beauty & favorites, navigating
your 20’s, health & fitness, (sustainable) fashion &
thrift and travel. Obviously, she hits a multitude of

CREATOR HA ND BOOK I 75
 VLOGS
How Elena Taber educates viewers on finances

subjects with her personal touch.

Each category has its own feel
and purpose.

FINANCIAL EDUCATION
Taber recently began new devel-
opment within her channel with
a focus on finances. She has two
playlists that talk money, Buzzed In
and Financial Education.
Buzzed In is a series where
Taber tours various New Yorkers’
apartments and talks about the
value of each. This series is great
for people who may be trying
to gauge what it cost as well as
what it looks like to live in New
York. In the titles of these videos,
she lists the price of them so you
know right off that bat. She also
talks about the neighborhoods
giving some brief history and the
current climate of them. With
this series, she gives these New
Yorkers her platform to speak
about their living space and how
they came to be there.
The financial education playlist
is geared towards young adults in
the hope to become more finan-
cially literate. Taber starts most
of these videos by saying young
people are not taught how to deal
with their money responsibly or
at all. Taber is not a financial ad-
visor but an educated friend who
wants you to be on top of your
finances. As she says “Financial
freedom is the ultimate form of
self-care”.
This series covers investing,
saving, budgeting along with
8 Places Your Money Needs to Go (How to Save)
common spending mistakes. Being that Taber is in
her 20’s she is able to relate to her age group with
ease. She gives off an energy of compassion for oth-
ers to succeed.
HOW IS TABER SO SUCCESSFUL?
There are millions of channels with content much
like Taber’s, but her natural skill with the camera sets
her apart. She is likable. She comes from a generation
that grew up on the internet which inherently gives
her a great understanding of her audience and plat-
form. Living in media hubs like Southern California
and New York city allows her channel to be a part of a
highly creative environment.
Lastly, Taber has such a kind and inviting
personality that makes viewers want to support
her. She makes her fans feel important and they
can see Taber as one of their friends. Taber will
continue to exude positivity and appreciation for
her surroundings. Her drive to capture the experi-
ence of life to the fullest will bode much success in
the future.
Jo graduated from Chico State with a degree in Media Arts
Design & Technology. She loves live event photography, as well as
music and the outdoors and is an amateur skateboarder.

CREATOR HA ND BOOK I 76
PRODUCTS
CREATOR H AN D BOO K I 77
 PRODUCTS

Chris Stuckmann is a YouTuber who mainly focuses on reviewing movies, video games
and anime. He is a self-proclaimed lover of film, a published author and is certified on
Rotten Tomatoes.

PRODUCTS
How Chris Stuckmann uses his passion to
run a review channel BY MARK JOHNSON

The Best Movies of 2020

In the journey of creating content for your YouTube
or even Twitch channel, there are numerous ways to
go about it. There are definitely some more sure-fire
ways to reach success on the platform. When look-
ing at Chris Stuckmann’s channel, it seems he knew
what to do from the very beginning.
We’re taking a look at Stuckmann’s channel to see
what sets him apart and what he has done to achieve
success on YouTube.
WHO IS CHRIS STUCKMANN?
Stuckmann is a YouTuber who mainly focuses on
reviewing movies, video games and anime. He is
a self-proclaimed lover of film,
a published author and is certi-
fied on Rotten Tomatoes. He has
posted 1,529 videos and has 1.88
million subscribers with a career
on YouTube that spans over
a decade.
A LOOK AT HIS CHANNEL
The first notable thing about
Stuckmann’s channel is his
thumbnails. He uses bold color,
graphics and fonts that definitely

CR EATOR H AN D BOO K I 78
 PRODUCTS
How Chris Stuckmann uses his passion to run a review channel

catch your attention. The titles are

fairly straightforward, typically
following the same format, “[Mov-
ie Title] – Movie Review.” Viewers
know exactly what they’re getting
themselves into. His intro features
some graphics, including an explo-
sion followed by his name.
Upon watching the actual video,
Stuckmann gives you a quick blurb
on the film, which comes with a
witty remark. Then he jumps into
a more profound synopsis of the
film leading up to his reasons for
liking or not liking the film. In Wonder Woman 1984 - Movie Review
many cases, he does this without
giving any spoilers unless the informed enough by his reviews that you know what
film has already been out for a you are getting into. All of this is wrapped up in a
while. He also has an appealing bow as he gives his famous last line, “Thank you guys
background setup, which features for watching, and like always, you can click right here
bookshelves filled with movies and and get Stuckmannized!”
blue backlights. Furthermore, his consistency on the platform is
By the end, he has delivered a noteworthy — he typically uploads at least five videos
humorous, smooth and compre- a month, but oftentimes it’s more. Posting regularly
hensive review. From our stand- over time definitely gets you noticed and is a primary
point, it shows how much he loves key to success on the YouTube platform. The number
film. Ultimately, you are greatly of views on his videos consistently hits hundreds

“
of thousands and his videos have a great amount of
engagement from viewers.

A FILM EXPERT
With all of those parts, it is clear Stuckmann has
developed his YouTube persona over his time on
BY THE END,
YouTube, but if we had to pinpoint what makes his
STUCKMANN reviews unique, it is his love of film and the genre.
HAS DELIVERED This love is clearly reflected in his reviews. It is evi-
A HUMOROUS, dent that he knows what information is important
SMOOTH AND to share and what elements to break down. When
COMPREHEN- looking over the types of movies he reviews, his en-
thusiasm for film becomes even more evident. His
SIVE REVIEW.
movie reviews cover a wide range of genres, from
horror to comedy.
His reviews don’t only talk about surface elements
from the film. As he is a guy who knows what he is

CREATOR H AN D BOO K I 79
 PRODUCTS
How Chris Stuckmann uses his passion to run a review channel

talking about, he can point out
what truly makes a great film.
Having done this for more than
ten years without any visible
break, he should be considered
an expert. This is why we think
people come to Stuckmann’s
channel — to see his take on any
film, helping the viewer sidestep
any rotten tomatoes.
GOING AGAINST THE
GRAIN
Stuckmann’s pursuit of film-
didn’t come easily. In a video titled, “How I Left
the Jehovah’s Witness to Pursue Filmmaking,” he
chronicled life as a Jehovah’s Witness and how that
lifestyle affected his pursuit of filmmaking. He was
forced by elders of his church to take down his first
film review page. This near hour-long video further
shows a personal determination amidst severe tur-
moil to do what he loves to watch and review films.
WHY STUCKMANN IS AWESOME
Most YouTubers don’t have to face such opposition
to create the content they desire, so his dedica-
tion and determination is admirable. What can be
learned from Stuckmann’s channel is no matter

“
making and creating these views the content you decide to create, consistency is
essential. It’s also key to create and share content
that you are passionate about. Posting on a regu-
lar schedule and using thumbnails with trending
titles would be a secondary element and essential
WHAT CAN BE to help keep you visible. Yet if this channel can at-
test to anything, it is a specific desire to create and
LEARNED FROM do it to your heart’s content.
STUCKMANN’S In the end, we found Stuckmann’s channel to be
CHANNEL IS fun, engaging and highly enjoyable. His life story,
NO MATTER though, maybe the more compelling story on how
THE CONTENT one works through life’s obstacles to do the things
one loves.
YOU DECIDE TO
CREATE, CON- Mark Johnson is a Chico State graduate, a lover of the creative
SISTENCY IS arts, avid photographer, with an undying entrepreneurial spirit.

ESSENTIAL.

CR EATOR H AN D BOO K I 80
 JACK
EDWARDS
A CHAT WITH YOUTUBE’S
RESIDENT LIBRARIAN
CREATOR H AN D BOO K I 81
 JACK EDWARDS
SUBSCRIBERS: 530K
UPLOADS: 241
VIDEO VIEWS: 30,779,269
CHANNEL TYPE: PEOPLE
USER CREATED: JUL 29TH, 2014:

Jack Edwards stands out as a YouTuber for his

portrayal of his experiences in university and
thoughtful content surrounding literature.

JACK EDWARDS
A CHAT WITH YOUTUBE’S
RESIDENT LIBRARIAN
BY RICKY ANDERSON II

At the end of a long day of work,

many people would want to kick
back and curl up with a good book
to wind down. Jack Edwards leaves
his job in the publishing industry
to go home to read for YouTube,
and he absolutely loves it.
The popular YouTuber is an
avid book lover, currently residing
in London. He creates witty and
thoughtful literary videos where
he provides commentary and rec-
ommendations to his increasingly
growing audience.
We spoke with Jack about his ex-
perience documenting his time at
university, how he shifted niches
and how he manages his YouTube
channel with a full-time job in the
literary industry.

INTRODUCTIONS
From books written by celebrities
to books sold solely for aesthetic
purposes, Jack reads, reviews and

CR EATOR H AN D BOO K I 82
JACK EDWARDS
A CHAT WITH YOUTUBE’S RESIDENT LIBRARIAN
recommends books with wit, hon-
esty and charm.
“(The focus of my channel is
to) make videos about literature
and about books, but within the
context of pop culture,” Jack said.
“And to hopefully help people find
a way into reading… taking down
that barrier of intellectual snob-
bery by bringing that whole pop-
culture element to it.”
Since 2016 Jack, has grown his au-
dience to over 400,000 subscribers.
“A book club is very wholesome,
(with) usually 10 people in it,” Jack
said. “Whereas I have 400,000 in
mine, which is just so lovely.”
UNIVERSITY:
A NEW CHAPTER
Jack began posting on YouTube in
2016 to document leaving home to
head off to Durham University to
study English literature.
“(I have) always been really aca-
demic. I think it was the only thing
I was good at,” Jack said. “When
you’re not very good at sports or
singing or dancing or anything like
that, it’s a process of elimination.”
The challenge for him, though,
was knowing how to navigate this
new world of higher education.
Jack was the first person in his
family to attend university and he
was admittedly terrified. As much
as he researched, he couldn’t find
any place with accessible advice.
He was hoping to find somewhere
where people were explaining the
higher education system from the
perspective of a current student.
So Jack began to document his
experience going to university and
Moving to University Vlog (Room Tour + Matriculation)
shared it on his YouTube channel. His channel served
as means to share a current university experience for
someone in his shoes.
“I just started filming the whole thing, and just
tried to break down that barrier of accessibility to de-
mystify university and higher education and getting a
degree,” Jack said.
For the following four years Jack shared the ups and
downs of his university experience. From giving tips
on how to revise to falling out of love with his major,
Jack shared it all.
Throughout his university experience, Jack began to
grow a massive following. Students from all over were
also trying to navigate their way through higher edu-
cation, and Jack was telling them about it in real-time.
“I didn’t really think (my videos) would appeal to that
many people anyway,” Jack said. “So I never expected
even those first videos to do as well as they have.”
“I wanted it to be like your friend’s older sibling,
who is really honest with you, and tells you the nitty-
gritty. They’re just completely candid about it. And
that’s how I wanted to be with the tone of the book.”
Though he wasn’t seeking to create a massive online
audience, Jack wanted to help other people in his shoes.
“It was really important to me that other people…
(would) watch my videos and feel like there’s someone
they recognize at university,” Jack said. “(That) there’s
CREATOR H AN D BOO K I 83
JACK EDWARDS
A CHAT WITH YOUTUBE’S RESIDENT LIBRARIAN

a place for them at university. And so they can feel been in the YouTube game for four
more confident in applying and going there…” years, you can lose the love for it;
and can forget that it is just a hobby
THE UNI-VERSE (BOOK) at the end of the day. The next
Through out his time in university, Jack developed a direction he would take his channel
wealth of information about the university experience. would need to be something that he
“People (would) ask me questions… and I would could carry on and enjoy doing.
make videos hoping to break down more of those After much contemplation, Jack
things,” Jack said. “The book distilled all of that decided that the best direction to
content that was available on my channel into one take his channel was to follow the
specific handbook and survival guide.” same thing that brought him to uni-
Jack’s book, “The Ultimate University Survival versity in the first place, literature.
Guide: The Uni-Verse”, shares much of the content
that he shared online. As well as diving in deeper
on topics, Jack touched on subjects that otherwise
wouldn’t make very interesting YouTube videos
(though still important).
“(Topics like) laundry symbols, and how to iron
your clothing. That doesn’t really make for that in-
teresting (of a video),” Jack said. “I don’t think people
would make it past the five seconds after you can
skip, do you know what I mean?”
Additionally, the book serves as the guide that Jack
wishes he had at the start of his university experience;
a modern and up-to-date manual on how to navigate
university life for the first time.
Jack said he hopes the book “is a guide that could
see you through your whole time at university, from
someone who was writing it while they were actually
living that experience. Rather than a professor who
graduated 30 years ago.”

POST GRAD LIFE: TURNING THE PAGE

Jack spent four years growing a channel about navi-
gating university through his own experiences. Upon
graduation, Jack was faced with a dilemma of where
to take the direction of his channel.
“I started posting (my university) content, people
started enjoying it and requesting more,” Jack said.
“So (after) I filmed my whole time at university, I
thought I’d hit my peak with my YouTube channel
whilst I was there.”
Jack enjoyed capturing his university experience,
but it still took a lot of work. He shares that after you’ve

CR EATOR H AN D BOO K I 84
JACK EDWARDS
A CHAT WITH YOUTUBE’S RESIDENT LIBRARIAN
“Books is what I know and what
I love and what I would want to
watch content about,” Jack said.
His channel went from focusing
on the university experience to
focusing on literature, a genre on
YouTube more commonly referred
to as “BookTube.”
“’BookTube’ is quite an estab-
lished medium and community,
and there’s the standard set up
where you, at the beginning of
the month, you say what you’re
going to read; at the end of the
month, you do a wrap up,” Jack
said. “And I love that content. I
adore it. It’s what I consume ev-
ery single day….I just felt I didn’t
have anything to add to that
space that wasn’t already being
done in that regard.”
What Jack found particularly
interesting to him was taking an
academic approach to the ‘Book-
Tube’ genre and offering his own
editorial version. His goal is to
take the concept of talking about
books online and come up with
brand new concepts that he hopes
have never been done before.
Since reinventing his channel at
the beginning of 2021, his channel
has grown the same amount in
the last five months as it did in his
first five years on YouTube.
“That tells me that the rebrand
did something right,” Jack said.
“When people ask me about
creating a channel – how do I
go viral, or anything like that – I
always say, find your niche, use
your area of expertise to your
advantage,” Jack said. “The pop
culture stuff, so talking about
I read every book Taylor Swift has recommended and baby now we’ve
got bad blood
Harry Styles, Taylor Swift, Kendall Jenner, these
people, they are interesting subjects in their own
right. But to be able to then put my area of expertise,
which is literature, on top of that, that’s what creates
that viral moment.”
CREATIVE PROCESS
Standing out in the world of “BookTube” takes a great
deal of work. For Jack, that means focusing in on a con-
cept that matches his interest as well as his audiences.
“There’s so much stuff out there, and you never
know what can end up being your favorite book …
sometimes you need someone to give you that word
of mouth recommendation,” Jack said. “So I feel like I
do the bit where I read a bunch of stuff and then I can
come with confident recommendations that other
people may enjoy and they may be able to find their
new favorite read.”
From reading books that a particular celebrity has
recommended to reading books that are sold for aes-
thetic purposes, Jack deep dives into book collections
and uses his literary area of expertise to offer context
to those books.
“It’s all about the concept, and it being a solid title
that you would want to click on,” Jack said, “and that
you’ll actually come away having learned something
or taken away some recommendations.”
CR EATOR H AN D BOO K I 85
JACK EDWARDS
A CHAT WITH YOUTUBE’S RESIDENT LIBRARIAN

When asked where he comes up

with his concepts, Jack admits that
most of his ideas come to him late
at night.
“You know when you get into
bed and your brain starts whiz-
zing?” Jack said. “I feel like that’s
when I come up with most of my
daft concepts.”
Like any academic, Jack writes
down all his ideas down and
spends a great deal of time re-
searching and reading before he
begins filming. Fortunately for
Jack, this process is all too familiar i bought decorative “aesthetic books” on etsy... and actually read them
to him.
“I guess through doing an Eng- “A lot of people have said to me, oh, you should
lish degree where I had to read all get an editor. And it’s a huge undertaking alongside
these books quite quickly,” Jack working a full-time job,” Jack said. “It takes its toll
said, “I definitely gained skills sometimes, doing it all on my own. But equally, I love
from doing a degree in it that I the storytelling element of it.
now use (as a creator).” “I love doing the editing and turning this concept
From there, Jack scripts out into a piece of entertaining content. So to me, I
his notes and ideas for the video. couldn’t give up the editing process.”
Because he is often reading collec-
tions of books, he condenses his
thoughts on each book down to
around two minutes so his view-
ers can walk away with a concise
recommendation.
Jack’s production process is
happening mostly all at once. He
shares that he edits as he films.

“
“I think then it’s easier to visu-
alize what needs to come next.
What themes, if I’ve made cer-
tain jokes at parts in the video, I
try to return to them, just to give
that nice arc,” Jack said. “And I
think it just makes the video flow I THINK WHAT I HAVE BEEN SETTING
quite nicely.” OUT TO DO IS TO REWRITE THE RULES
He’s also researching as he edits OF ‘BOOKTUBE’, WHICH SOUNDS QUITE
to make sure his is giving the most PRETENTIOUS. BUT THAT’S THE GOAL.
accurate information he can.

CR EATOR H AN D BOO K I 86
JACK EDWARDS
A CHAT WITH YOUTUBE’S RESIDENT LIBRARIAN
The whole process comes togeth-
er when Jack presses upload and
the video is out for all to watch.
“It is a huge undertaking. It’s a
huge task to try and read all that
stuff,” Jack said. “But then when
people are like, ‘thank you so much
for doing this’ or ‘I’m going to
buy that book because you recom-
mended it’, it makes the whole
thing worth it.”
Engagement is an important
part of Jack’s creative process as
well. His own recommendations
sparks recommendations from his
viewer creating a symbiosis with
Jack and the followers.
“They’ll watch a video. And
they’re like, oh, do this person
next, or read these books next or
I’ve always wanted to know more
about this genre… it really feels like
a community,” Jack said.
MANAGING WORK AND
YOUTUBE
In addition to being a one-man
researcher, writer, producer, and
video editor; Jack also has a full-
time job as a research assistant.
“For me, it’s all about the envi-
ronment that I’m in,” Jack said.
“And I have to separate my creative
space, which is my room and my
computer at home, and when I’m
at work.
“I use a coworking space and I
go and sit somewhere to do my
research job in the publishing
industry. So, it’s cool because they
do benefit each other. In the sense
of I enjoy the process of research,
and both (YouTube and my job) are
working with books, which is cool.”
a day in the life of a book research assistant *work in publishing*
The key to managing the responsibilities of You-
Tube and work is mostly environmental for Jack.
“I was sitting at my desk in my room and working 9
to 5 in my publishing job, and then 5 (p.m.) till 2 a.m.
on YouTube stuff. And it was impossible. My back
hurt the whole time,” Jack said. “I felt like I was just
spending all my time sitting at one space, looking at
the same screen. And it wasn’t a pleasant existence.”
That separation gives Jack not only clearly defined
lines, but an ecosystem of creativity that feeds both of
his work needs.
“When I finish my research job for the day, I can
go into YouTube. And when I finished YouTube for
the evening, the next morning I do my job,” Jack said.
“I’ve never been so creative and I’ve never created so
much content and seen so much success on YouTube
as well. So I think if anything, it weirdly did the op-
posite of what it should have done.”
Jack recommends using what works best for you,
including free resources like free libraries or other
study spaces that you can use or just moving around
within your house.
ADVICE FOR CREATORS
Jack’s growth on his channel has not been a predict-
able one. He has managed to have massive success in
one niche and transition to another niche with even
more success.
CR EATOR H AN D BOO K I 87
JACK EDWARDS
A CHAT WITH YOUTUBE’S RESIDENT LIBRARIAN

“YouTube is so oversaturated with

creators now, I think in order to
succeed now you’ve got to be doing
something unique,” Jack said. “Use
your area of expertise. The thing
that you know so much about.
“Right now, the best content on
YouTube is being produced by the
people who are making more niche,
specific content that you can dive
into their channel and explore a
whole new world of their expertise.
If you are enthusiastic and passion-
ate about something, it will radiate
from you and it’s infectious.”
Additionally, Jack advises hav-

“
ing a library of content. If people
discover your content and want
more, you need to be able to sup-
ply them with just that.
“You need to have an archive of
other content so that people, (who) I LOVE SEEING
not only enjoy that one video that PEOPLE
goes big, also click the subscribe BEING REALLY
button (so they can) keep watch-
ing you and become a viewer of
GENUINELY
your channel,” Jack said. EXCITED TO
EXPLORE THEIR
CONCLUSION PASSION AND
Jack’s YouTube journey is still SEE WHERE
being written. What he’s learned
IT CAN TAKE
so far is to bring what only he can
bring, and that’s his expertise THEM IN A
and his own interests. Much like CREATIVE WAY.
writing a book, having a YouTube
channel is a collection of events
and moments. There are differ-
ent chapters and pages that all
work together to create one whole
experience. Once the author fully
surrenders to the story, someone
is always there to turn the page.
Ricky Anderson II is a Texas-based video
producer and editor with over 10 years of
experience in creating engaging and enter-
taining videos online.

CR EATOR H AN D BOO K I 88
MIKE GREENFIELD
PRO HOME COOKS’
MIKE GREENFIELD
EMBRACES CHANGE
CR EATOR H AN D BOO K I 89
 PRO HOME COOKS
SUBSCRIBERS: 251M
UPLOADS: 400
VIDEO VIEWS: 185,118
CHANNEL TYPE: HOW TO
USER CREATED: MAY 3RD, 2013

Mike Greenfield has walked a winding road on his way to

becoming an impactful presence on YouTube.

MIKE GREENFIELD
PRO HOME COOKS’ MIKE GREENFIELD
EMBRACES CHANGE
BY NICOLE LAJEUNESSE

Mike Greenfield has always been
passionate about cooking, but he
didn’t expect that passion to lead
to a career on YouTube. It was
only through embracing change
that Mike established his own
voice and truly connected with
his fans. We had a chance to chat
with Mike to get his perspective
on his popular channel, Pro Home
Cooks, and his winding path to
YouTube success.
Tube channels. The goal was to increase the production
value of the shows hosted on the platform and thereby
increase YouTube’s overall viewership. The Brothers
Green ended up producing three seasons of “Midnight
Munchies” for the Hungry Channel. The show targeted
college students with satisfying snacks they could make
themselves, even with limited space and resources.
The opportunity was short-lived, however.
“One of the ways that these channels weren’t work-
ing was they were putting on so many personalities,”
Mike said.

BEFORE PRO HOME

COOKS, THERE WAS THE
BROTHERS GREEN EATS
In the beginning, Mike and his
brother Josh posted the first
iterations of their self-produced
cooking show on Vimeo. Mike had
a simple goal; he wanted to host
a cooking show. And thanks to
the quality of the production and
the charming dynamic between
the brothers, folks at the Hungry
Channel took notice.
The Hungry Channel was part of
an experimental initiative meant to
establish more professional You-

CREATOR H AN D BOO K I 90
MIKE GREENFIELD
PRO HOME COOKS’ MIKE GREENFIELD EMBRACES CHANGE
Think of the Food Network,
with a lineup of shows each
hosted by a different chef. This
is what worked on TV, after all.
On YouTube, however, the tactic
wasn’t so well received. Fans had
their favorites and wanted more
consistency between the differ-
ent shows. When funding even-
tually ran out for the Hungry
Channel, Mike and Josh weren’t
sure what would come next. The
pair decided to try to bring their
fans from the Hungry Channel
to a new outlet: The Brothers
Green Eats.
“We were able to bring over
maybe about 25,000 fans,” Mike
said. “That was a nice little boost,
but it was really starting from
scratch.”
The beginning was a bit rough,
but over time, the duo embraced
the change. Slowly, they upgraded
from shooting on iPhones to more
professional production gear, and
the production value of the chan-
nel increased accordingly.
GROWING APART
For years, Brothers Green Eats con-
tinued to deliver accessible home
cooking techniques to their You-
Tube viewers. During that time,
the brothers also began to explore
their own individual interests and
passions. As each of them grew,
it became clear that the Brothers
Green wouldn’t last forever.
“Cooking was a passion for
[Josh], but I don’t think that’s
where he wanted to take his ca-
reer,” Mike said. “Whereas for me,
cooking was always my passion.
Josh and Mike on The Hungry Channel’s “Midnight Munchies”.
Cooking, and cooking shows and inspiring people to
be in the kitchen.”
Mike tells us that the main challenge in shift-
ing away from the Brothers Green Eats brand and
toward Pro Home Cooks was establishing his inten-
tions in the YouTube space.
“I didn’t quite have answers early on,” he said
regarding the decision to take over and rebrand the
Brothers Green channel.
Without the influence of his brother, Mike had to
decide how he wanted to present his brand.
“The biggest change, for me,” Mike explains,
“is just really getting centered on what Pro Home
Cooks is.”
REDISCOVERING A PASSION FOR HOME
COOKING
Mike sums up the concept for the Pro Home Cooks
channel like this: “You don’t have to be a chef to be
a great cook.” He says that this idea had actually
been percolating for a while behind the scenes of the
Brothers Green content.
“What I started to realize was that my true passion
lies in home cooking — providing food for my family,
my friends, the people around me,” Mike said.
At the same time, Mike realized he had something
unique to offer in the landscape of cooking media
and education.
CR EATOR H AN D BOO K I 91
MIKE GREENFIELD
PRO HOME COOKS’ MIKE GREENFIELD EMBRACES CHANGE
“When I looked at the industry,”
he said, “a lot of it still had remnants
of the chefs and the restaurants.”
Rather than focus on restau-
rant-style fare with complicated,
involved recipes, Mike wanted to
make Pro Home Cooks a practi-
cal resource for anyone looking to
cook better meals at home.
“When you become a better
cook at home,” Mike said, “it takes
different skills and a different
thought process.”
Throughout the history of the
Brothers Green channel, leading
up to the inception of Pro Home
Cooks, we can see the emphasis
on simple, accessible ingredients
and achievable results. Today,
the channel hosts myriad videos
on meal planning, meal prep and
other creative ways to stay ahead
in the kitchen.
“The content has shifted com-
pletely toward home cooking,”
Mike said, “and how I can enhance
people’s perspective on it.”
CHANGE IS HARD
Before committing to the shift,
Mike wasn’t completely confident
the rebrand would work. In the
end, however, he decided it was
necessary in order for the channel
to continue — and for him to grow
as a creator.
“Change is hard,” Mike said.
“The way I look at change is that
humans need change to survive.
But we also resist it — and a lot of
times hate it.”
Mike admits that when he first
changed the direction of the chan-
nel, he was met with some resistance
10 Cooking Skills I Wish I Had Known...
from existing subscribers. It’s always a risk to change
the focus of an established channel. Viewers signed
up to watch more of the same type of content, so it’s
inevitable that some will unsubscribe when that content
changes. Luckily, the shift between the Brothers Green
and Pro Home Cooks wasn’t drastic. The content didn’t
change as much as it became more focused.
“Slowly,” Mike said, “I gained more trust and
brought on a new audience.”
Evolving as a cook and a video producer
When it comes to making videos, Mike does pretty
much everything himself. However, he does get help
with editing and animations. In the future, he’d like
to grow his production team even more. The over-
arching goal is to continue to grow and evolve as a
creator. That’s also why Mike is looking at moving
into a new, larger studio space.
Even before YouTube, Mike always had an eye for
photography, and specifically for photographing
food. This skill has helped immensely in establishing
the eye-catching look of the channel.
“I always loved taking pictures of the food I was
making and sharing that with people,” Mike said
Aside from that, Mike had participated in full-scale
TV productions and used that experience to guide
him in producing and sharing his own videos. Overall,
though, it was a slow and steady evolution, improving
the process and the production value with each video.
CR EATOR H AN D BOO K I 92
MIKE GREENFIELD
PRO HOME COOKS’ MIKE GREENFIELD EMBRACES CHANGE
“That was really part of the
growth,” Mike notes, emphasizing
the importance of growing, chang-
ing and improving as a creator.
Mike advises aspiring YouTubers
that “it’s really valuable to know
a bit of everything.” He explains
that being able to fill multiple roles
allows you to keep production costs
down. That makes the channel
more sustainable in general. Think-
ing back to the Hungry Channel,
Mike notes that “the productions
were too big, and the financials
didn’t make sense — they ran out
of money.” On YouTube, he says,
speed and efficiency are vital to
keeping a channel going.
THE EVOLUTION OF PRO
HOME COOKS
Like most creators, Mike is always
on the lookout for new content
ideas for his channel. Sometimes, he
dedicates time specifically to brain-
storming. But often, ideas will come
to him seemingly out of nowhere.
He might be on a run or a walk, or
in the kitchen cooking for himself.
Wherever inspiration strikes, he
knows to seize it and integrate that
idea into a future video.
Mike realized early on that the
how-to cooking niche is quite
competitive. That meant he had to
get more creative in how he presented his content.
“I had to learn how to tell better stories,” he said,
saying that this is what really keeps viewers engaged.
For Mike, it’s all part of the evolution process:
“The goal is really becoming more true to myself,
because I think if you want to make it on YouTube,
you have to be unique,” Mike said. “And everyone is
unique. But the hard part is finding that in yourself
and expressing that.”
CHANGE LEADS TO GROWTH
When it comes to YouTube Mike’s advice is clear.
“The only way you’re going to find success is if you
really tune in to who you are as a creator, what you’re
passionate about and how you’re going to express
that,” Mike said.
“That’s the mission of Pro Home Cooks,” he contin-
ued, “that everyone has their own unique expression
of cooking. Ultimately, it’s about connecting to your
own expression in the kitchen.”
THE SAME GOES FOR YOUTUBE
CREATORS.
“The more you connect to your own expression, the
more success you’ll have,” Mike said. “Because it will
be unique.”
Finally, Mike emhasizes the importance of embrac-
ing change.
“If you’re constantly connecting to yourself, that
means you have to change,” Mike said, “because
you’re going to be constantly changing — that’s how
you’re going to keep people engaged.”
Nicole is a professional writer and a curious person who loves to
unpack stories on anything from music, to movies, to gaming, and
beyond.
CR EATOR H AN D BOO K I 93