Robert: What was the inspiration for you launching your YouTube channel?
Sydney: I think watching other beauty creators in the space made me want to do it, too. And it was just a longer way to share myself with the followers I was gaining on other platforms.
Robert: Your approach to makeup is often striking — you really do view the human face as a canvas for colorful self-expression. How did your passion for art and painting evolve into a beauty career on YouTube?
Sydney: I’ve always loved art and makeup and would watch popular beauty creators on YouTube from a young age and always dreamed of doing it myself. I launched a YouTube channel a few years ago, but struggled to grow a following organically from the platform. I was able to grow on other platforms and pull them over to my YouTube with time. And after the introduction of YouTube Shorts, my subscribers exploded! YouTube was always my goal.
Robert: What advantages do you think YouTube offers over other platforms?
Sydney: Having been around for so long, YouTube is a stable platform that I feel is not going anywhere anytime soon. And YouTube is able to adapt with social trends to stay relevant. The revenue YouTube AdSense offers is able to support a full-time career on the platform — nowhere else can you do that. Also, the features and analytics are so accessible, making it very easy for creators to know exactly what’s going on and what they wish to improve. And lastly, I just feel so valued by YouTube unlike any other platform. I truly feel like my content as a creator is appreciated by the YouTube team, and it makes me excited to continue using the platform.
That said, what is the best way to find creator support and why is it so important to YouTube?
Robert: No matter how big or small creators are, they need different kinds of help along their YouTube journeys. And that’s true now, as more creators are adopting a multi-format approach to their content, which adds many layers of benefits for creators, but also some complexity, too. For those creators who qualify, a Strategic Partner Manager (SPM) can offer invaluable support and guidance to help creators navigate YouTube and build their channels and businesses on the platform.