The surprising reason why smaller creators are beating big ones

 

When you’re starting out on YouTube or even just trying to grow, it’s impossible not to feel small you are.

You open the app and instantly see creators with millions of subscribers, beautiful studios, and storytelling so polished.

I had that exact moment yesterday after watching an Ali Abdaal video. Six million subscribers.

If you've watched his videos before, you're probably impressed as well with his flawless delivery and amazing storytelling.

And that little voice in my head asked, “Why would anyone watch me instead of him?”

It’s a fair question.

And I’ve asked myself that so many times. But something finally clicked for me.

I recently got into photography and just bought myself a Fuji camera. I’ve been watching tons of videos on it, and of course there are massive creators with millions of subs covering this topic.

But I kept going back to this guy Reggie B.

And it wasn’t because he had better information. The big channels had the same tips, probably even more detailed ones.

What kept pulling me back was that his videos felt like my life. He shoots in regular places: cafés, parks, family moments. He’s documenting everyday things, the exact kinds of photos I take.

We’re both juggling family. We’re both squeezing photography into the little time we can find.

And because he shares those small pieces of his world, I trust him. I relate to him.

That’s when it hit me: you don’t need to compete with big creators. You just need to connect with real people.

And connection comes from your personal stories.

I was reminded of this a few weeks ago when I asked some of my clients a simple question.

Why work with me when there are creators with way more susbcribers?
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Their answers were all the same.
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“I like the way you speak.”
“I like the way you tell your stories.”
“I connect more with you.”

And honestly, that was surprising at first.

We assume people choose the biggest creator who makes the most amount of money. But most of the time, people choose the person who feels familiar. The person whose life looks a little more like theirs.

So don't be afraid to add your personal stories in your videos.

Even the stories you think are boring or cheesy, those are the moments that humanize your content. They’re what make people love you.

You’re not going to connect with everyone, and that’s okay. But the people who do connect will end up being your most loyal fans.

And this matters even more now. We’re living in a world where AI-generated channels are popping up everywhere. They’re packed with information, but there’s no personality.

So don’t compete with the big creators.
Just be the creator someone can actually relate to.

Until next time,
- Jason