#“I want to start a YouTube channel, but I don’t know what topic to choose.”

Friends who run small brands and those aspiring to launch personal channels often approach me with this dilemma. They express a desire to create content but are uncertain about how to define their concept. They lament that their appearance, daily life, or stories don’t seem captivating enough. To these individuals, I have a message.

1 We cannot suddenly become Hermes. Nor do we need to.

There was a time when the formula for a successful brand was “aspirational appeal.” Celebrities, those enigmatic figures unattainable beyond the screen, dominated the spotlight. However, times have changed. Today, a myriad of micro-influencers thrive across various fields, and small brands cultivate dedicated fandoms within niche markets, achieving steady growth.

In this era, we must uncover our ‘unique eccentricity.’ It’s the distinctive quirks, the journey of challenging and failing, the transparent effort, and the moments of humanity. By candidly sharing these aspects and revealing our ‘process,’ we build time and trust. Why? Because relying solely on perfect and impressive outcomes makes it difficult to compete. We cannot rival long-established, colossal brands or premium products on their terms.

Impressive results without a narrative lack charm. Consider BTS’s secret to success—their ‘earthy’ content that forged a loyal fandom. Similarly, if we aspire to be the ‘Hermes of our generation,’ we must first evoke genuine affection. It’s okay to reveal imperfect facets; fearing appearing ridiculous is unnecessary.

I assembled three of our team's ‘funniest and strangest’ makeup artists to create HERA's YouTube channel. Initially, I joined the makeup artist team as their sole producer. They all dressed in sleek black and presented themselves professionally on stage, which was undeniably impressive. However, genuine fandom didn’t emerge despite my quirky and loving nature. They felt like an ‘army of artists’ rather than approachable individuals.

I encouraged everyone to speak freely and interact playfully beside the camera to foster authentic connections. I gathered our lead artist, Dong-hyun, the handsome artist manager, Jung-chang, and our youngest artist, Kyung-cha, positioning them in front of the camera. No matter the scenario, their delightful interactions created a vibrant dynamic. They are increasingly recognized on YouTube by their nicknames, elevating their profiles. They are humorous, yet never merely comedic; their core competency in makeup is genuine. In that realm, they remain unblemished.

2 Discovering Unique Stories

Identify your ‘quirky aspects.’ Look beyond the surface of yourself (or your brand) to the hidden sides, the aspects you’d rather conceal, the questions you avoid, your tales of overcoming, and your unattainable aspirations. By delving into these areas, you uncover extraordinary narratives and stories that are uniquely yours.

Consider what you obsess over, the non-negotiable points, and situations that make you unbearably angry. These elements become the foundation for character development. Collect moments when you think, “Wow, I’m really strange.” Pay attention to what people tease you about, things you’d rather hide but can’t help but mention. Reflect on the sense of deprivation you feel while observing your quirks.

My sought-after charm lies in being an exceptionally strong, combative, and sensitive PD with a cold exterior. But my vulnerabilities, the growing affection for my colleagues, moments when my junior’s struggles catch my attention, my complex as a director leaning towards commerce rather than pure art, and the plight of struggling alone without a system in a brand company—these stories define me. They don’t elicit awe through monumental success or inspire envy through star quality.

Sometimes, it causes worries and teasing. It becomes endearing—that’s love.

Isn’t there someone you want to provoke simply out of curiosity about their reactions? Someone so unique and unexpected that you’re compelled to poke fun at them. Perhaps they get flustered when teased, making you want to continue toying with them. I believe that’s the key to garnering attention.

Jung-chang, one of our artists who is well-versed in YouTube trends and enjoys a variety of content, shared an insightful story with me. He introduced me to a YouTuber, Yoon Lukas, who discusses social issues and economics with a solid personal viewpoint and authored a book titled “Cold Capitalism.” One day, Yoon Lukas donned a pink outfit and began to receive ridicule. Despite the mockery, he occasionally reappeared in pink, reacting vehemently to his subscribers’ teasing comments. People continued to chuckle and mock him, reveling in his reactions. Meanwhile, Yoon Lukas subtly used these moments of ridicule as bait in each video. Jung-chang marveled at this strategy, recognizing its brilliance. Yoon Lukas cultivated a formidable fandom by willingly embracing a persona that diverges from his core content. His readiness to become ‘an existing meme’ and his ‘deliberate, exaggerated reactions’ to mockery planted the seeds of his influence. Nowadays, several famous comedians intentionally place themselves in frustrating situations to become memes willingly.

Recently, analysts have noted that the ‘vlog of a young man living alone’ category performs favorably within YouTube’s algorithm. The growth of these YouTubers often begins with middle-aged, married women criticizing their clumsy household skills and equipment. Comments like “You shouldn’t use it that way” or “Try buying this product”—often called ‘gonari’, which means management—increase in number. These creators respond by incorporating the feedback into their following videos, engaging with their subscribers, and steadily expanding their fandom. Making viewers feel emotionally invested is the secret to attracting attention.

Mad Love Moves People.

Reveal the obsession and effort that have reached a point of singularity. It’s admirable and enviable how some people manage to excel effortlessly. Displaying a desperate drive, making strange efforts to meet my exceptionally high standards that might not matter to others, repeatedly returning to interests despite going in circles, and clinging to things that might not be important but I cannot abandon—these elements enliven my content. If you can evoke responses like, “Wait, you’re doing this much?” or “You’re that serious?” your content will become bustling with activity.

When I meet people, I often discover truly adorably strange quirks.

People around me keep catching my eye with such traits, so I urge them daily to create content. Recently, I attended a book club where I met individuals like this. Generally, they have lifeless expressions and seem lethargic about the world, yet when something is needed, the CEO of fabric company H proactively prepares everything. He mentioned that his followers occasionally request odd creations in Instagram comments, so I suggested filming a video executing those peculiar orders. Despite his reluctant expression, the CEO meticulously crafts each piece to the finest detail. I can imagine how hilarious it must be—the comments and reactions are almost audible. Then there’s Barista R, who is obsessively committed to quality. To distinguish coffee flavors dramatically, he has avoided anything spicy in his diet for over ten years. He shows no compromise in his work, which startles viewers, yet he casually remarks, “Isn’t everyone doing this to some extent?”—which again left me bewildered. K, who has a puppy-like charm, aspires to become more elegant by constantly suppressing her speech's increasing tempo and tension whenever she thinks about it. Her efforts are so adorable that I want to tease her, saying, “Why are you trying to be elegant? That’s just not you…” I’d love to ask Professor Y, “Why are you so humble and casually mention your impressive career achievements?” With his stylish tattoos and fashion sense, YouTuber Y captivated me by pulling out and reciting from the literary magazine Littor. Illustrator J, who proudly identifies as an otaku, left me in awe, exclaiming, “Is there such a pure otaku? You are the epitome of a geek!” Each person clearly understands what unique traits and charms they need to showcase to be loved. I wanted to become closer, to ask questions and uncover more.

# Content That Begins with Your Own Story.

Each of us harbors a subtle obsession and shines uniquely in our way. Some with fervor, others with whimsy, and still others with finesse. These distinctive traits are the very foundation of our content. Perfection is not required; in fact, it is the imperfections and authenticity that resonate with audiences. Your unique viewpoint, profound passion, and occasionally intense dedication—all these elements converge to craft narratives that captivate hearts.

So, hesitate no longer. Your story is already remarkable enough. It’s time to share it with the world.