What you missed from YouTube's creator panel at SXSW
Mar 19, 2025 – [[read-time]] minute read
SXSW 2025 might be over but we’re recapping one of the can’t-miss discussions for you right here! Michelle Khare (“Challenge Accepted”) hosted a panel discussion celebrating YouTube's 20th birthday, featuring creators Cassey Ho (Blogilates and POPFLEX), Josh Scherer (“Last Meals” and Mythical Kitchen), and Sean Evans (“Hot Ones”).
The creators discussed how, in its 20 years, YouTube has evolved from a platform for cat videos to a powerhouse of content creation, entrepreneurship, and cultural impact. The panel discussed various aspects of content creation, including business development, interview techniques, brand partnerships, and managing anxiety. From the importance of authenticity to building sustainable businesses beyond content creation, they tackle just about everything in this in depth conversation. Scroll down for the key takeaways and video from the full panel.
The Rise of the YouTube Entrepreneur
The days of a lone creator in their bedroom are fading. Today, YouTube is a breeding ground for entrepreneurs. Cassey Ho, with her eight-figure athleisure brands, exemplifies this shift. The panel emphasized that creators are now building entire businesses, complete with production studios and diverse revenue streams. This evolution highlights YouTube's power to transform passion into profit.
“ I think if you're proud of it, either you'll find the people that are like you, and like you for your content as well, then they're just gonna lift you up.”
Authenticity and Innovation Reign Supreme
In a saturated digital landscape, authenticity is non-negotiable. Creators like Sean Evans, with his "Hot Ones" concept, demonstrate the power of unique formats. By disrupting traditional interviews with spicy challenges, he fosters genuine conversations and creates viral moments. This lesson is clear: dare to be different and stay true to your voice.
Community: The Heart of YouTube
YouTube thrives on community. The panelists stressed the importance of building genuine connections with their audiences. Direct feedback, especially through comments, is invaluable. They emphasized that YouTube fans are highly engaged and loyal, often becoming advocates for their favorite creators. This underscores the power of fostering a strong, interactive community.
“ If one platform dies and that kills enough of your business to where you don't think you can recover, I don't think you've been doing your diligence as a creator.”
Brand Partnerships: Authenticity is Key
For brands looking to tap into YouTube's vast audience, authenticity is paramount. Successful partnerships align with the creator's values and allow for creative freedom. The panelists highlighted the need for brands to understand the value of YouTube audiences, recognizing that they are just as, if not more, engaged than traditional television viewers.
The Power of Creative Freedom
YouTube's platform offers unparalleled creative freedom. Unlike traditional media, creators can experiment, fail, and iterate quickly. This agility allows for innovation and the discovery of content that truly resonates with audiences. This freedom is a major advantage, empowering creators to push boundaries and explore new ideas.
Mental Health and Sustainability
Creating content is demanding. The panelists openly discussed the challenges of maintaining mental well-being and finding work-life balance. They emphasized the importance of building resilience and developing strategies to manage stress and anxiety.
“ The hurdle that I think we'd all want brands to get over is this idea that there's some difference between eyeballs that exist on YouTube versus eyeballs that would exist on linear TV.”
Looking Ahead: The Evolving Landscape
The panelists acknowledged the ever-changing nature of the digital landscape. They emphasized the importance of adaptability and diversification, ensuring they are prepared for future shifts in platforms and audience behavior. They also discussed the growing recognition of YouTube content by mainstream award shows, signaling a shift in how the industry views online creators.
Be sure to check out the full conversation below!
