Emma Chamberlain recently hit 10 million subscribers. She's the face of Paxon. She's the creative

director at Bad Habit Beauty. She's the founder of her own coffee company with Chamberlain

coffee and the list goes on. After Emma hit 10 million subscribers, it made us think about when

Casey hit that milestone. And we started to realize all of the similarities that exist between

these two creators. There are far more than we thought.

The one thing we realized is Emma and Casey are both relationship-based creators. A relationship-based

creator is a creator that can engage an audience purely based on the relationship that the audience

has with the creator. They'll essentially watch that creator do anything, like drink coffee or mow the lawn.

And that's very different than an idea-based creator. Now, an idea-based creator relies on their

idea to find an audience. And the audience does not necessarily care which creator is executing

upon that idea. I would watch anyone skydive and then land into a pool of sharks.

Did that happen? No, but if it did, you would want to watch that video, right? You'd click.

Yeah, it wouldn't matter if it was me or you or I'm in, whatever that video is. And that's what it

seems like the majority of YouTube is right now. Idea-based creators. There is such a huge

emphasis on the idea, the title,

and the thumbnail to get people to watch. But if you look at all of Emma's thumbnails, you'll

start to notice that there's something totally different about what she's doing. And it's kind

of the lost art of lifestyle vlogging on YouTube. This is the stuff I'm going to be filming all day,

such as my cat's eating, me in bed.

That's about it.

Now, these identities aren't mutually exclusive and it's more of a spectrum.

But as you're watching, think about those creators that you would watch do anything.

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