Platform Rules Build Networks

A strategy for growing an online presence by leveraging platform collaboration requirements and building authentic relationships. Based on Dani Austin's experience growing her YouTube channel.

Early Growth Strategy

• Started on YouTube through brother's channel introduction
• First video was affordable New Year's Eve outfits which "popped off"
• Reached 100,000 followers within 3 months
• Signed with a manager and began strategic networking

YouTube Space Collaboration Program

• YouTube required creators to collaborate with 2 others in program
• Program provided access to:
  • Professional equipment (Red cameras)
  • Studio spaces
  • Editing bays
  • Training classes
• Strategic daily schedule:
  • 9-5: Work with manager
  • 5-9: YouTube space collaborations and learning

Collaboration Strategy

• Focused on meeting other creators in person
• Built authentic relationships through regular meetups
• Used manager's network to connect with larger creators
• Leveraged being one of few creators in Austin market
• Started pitching directly to brands in Austin
• Would meet brands in person to build relationships

Key Learnings

• Pure trend chasing doesn't build loyal audience
  • Viral videos from trends didn't lead to sustained growth
  • Better to focus on unique, authentic content
• Importance of developing characters/personalities
  • Give distinct roles to people in content
  • Makes content more memorable and relatable
  • Helps audience connect with multiple aspects of content
• Focus on serving audience vs pure growth
  • Prioritize providing value
  • Build trust through authentic recommendations
  • Take responsibility for influence on purchasing decisions

Evolution of Strategy

• Moved from perfect/polished content to more authentic daily content
• Switched focus to Instagram Stories for more intimate connection
• Treats content like reality TV - bringing audience through entire day
• Maintains in-house team vs outsourcing to maintain authenticity
• Balances professional content with real, stripped-down moments