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People only watch six to eight to 10 channels, so if you want to be one of those channels, then you have to create content so strong that people have to come not once, not twice but enough that, behaviorally, they start to feel like, 'That's my channel.'

When I got a million subscribers, it just sort of snowballed from there because a lot more people show interest. They're like, 'Who's this? They've got a million subscribers; maybe I'll like their channel.'

I have no predilection for unpopularity as such, but I hold it much preferable to the popularity of a day, which perishes with the transient topic upon which it is grounded.

And you see many people just turning away from these channels of mass media, and they're just turning in to alternative providers, because they just see what's happening.

I know I'm unpopular.

Popularity is given to you, and if you think that just because you're really popular you're a better person, it could be a real crash when you find the popularity goes down.

My esoteric doctrine, is that if you entertain any doubt, it is safest to take the unpopular side in the first instance. Transit from the unpopular, is easy... but from the popular to the unpopular is so steep and rugged that it is impossible to maintain it.

I think what people like about my channel is that I am not perfect. I always point to my pimple, my bad hair day... people relate to that. They are watching somebody who is exactly like them and talking about things that they experience as well.

Even if I never registered my YouTube channel with the intention of being a role model, if I am that for somebody, I can't help it. So I need to be conscious of it and realize that influence can be used for good or bad, and just try to do my best.

It's always helpful to pick our fans' brains to see what their favorite videos are and to figure out what the momentum of our channel is. Not just based on views or likes or dislikes, but anecdotally.