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Inside YouTube

Behind the #LoveNotes

  • By Matt Koval
  • @YouTubeLiaison
  • Feb.12.2021
Behind the #LoveNotes
It’s that time of year when we celebrate the bond between creators and their fans.

One of my favorite moments to watch in this whole digital media world is the meet-up of a YouTube creator and their fans — whether at Vidcon, Summer in the City or any other event. 


The pure joy of a loyal fan generates the happiest of smiles, and experiences they’ll never forget.  


“I met [creator name] once. It was amazing. She hugged me. Then we talked about my sneakers for two whole minutes!!”


For the creator? They’ve usually never seen this person in their life. They’re essentially a stranger.


For the fan? They’re star-struck to be in the presence (or virtual presence) of someone they consider to be almost like a best friend.

But then I heard, 'Hi… are you Matt?'”

In a small way, I experienced this myself. 

Several years ago, my wife and I were in the process of selling our home. We got to stick around at our open house just to observe and listen to what people said. It was fun to blend in and act like we were potential buyers of our own place. 

But then I heard,  “Hi… are you Matt?”

I turned to find a guy and his girlfriend coming through the front door. I said yes. He apologized, somewhat embarrassed, and explained that they weren’t there to buy the house… They were there to see where I shot all my videos. 

They had recognized my dining room from the photos on the real estate website.

I was a little surprised, but I smiled, flattered. We shook hands and I invited him to look around.

Why didn’t I freak out? Why wasn’t I creeped out?

Because I, like most creators, understood the significance of my fans. I always respected and appreciated their attention, and their affection. I realized that in many ways, these strangers were my employers, and there was a special trade in value. (Side note: Fans, never show up at a creator’s home! This was a unique situation.)

Yet, through the platform of YouTube and its features, we all come together and feel… less lonely. Again and again.”

What’s the big picture here? 

Viewers on YouTube are entertained or informed, and in return, they drive a creator’s fame, engagement, and overall success. It’s a very unique relationship. Creators often shoot and edit their videos alone, and their viewers likely watch that video alone. Yet, through the platform of YouTube and its features, we all come together and feel… less lonely. Again and again.


If you’ve noticed a burst of love notes from YouTube’s social handles lately, it means it’s that time of year when we celebrate the bond between creators and their fans. Launched in 2018, #LoveNotes is YouTube's annual campaign designed to spotlight the uniqueness of creator < > fan love on YouTube.

From providing a much-needed virtual friend to bonding over things they both love, YouTube has and continues to facilitate the forming of millions of these connections. And even if you can’t see each other at meet-ups right now, you can still express your appreciation. 

If you have an extra few minutes, consider writing a social post to your favorite creator, using the hashtag #LoveNotes. It could bring a smile, or even make their day.