Kristeau: Crafting a Supernatural Creator Brand to 100K Followers

Hey Kristin! Who are you and what is your creator brand?

My name is Kristin, but you probably know me as Kristeau across YouTube and other social platforms. I've been creating content since late 2019, hitting my stride from 2020 to 2022. My content revolves around all things supernatural, disturbing, or just downright fascinating. From exploring urban legends to diving into the metaphysical realm with topics like shifting realities and astral projection.

My brand's personality is a blend of humor and education. I aim to entertain my viewers while slipping in a laugh or two. Of course, there are moments when seriousness is necessary, but I like to keep things relatively light-hearted.

I've always had a desire to make YouTube videos since childhood. Finding a lack of content on topics I was interested in only fueled my ambition. So, I took the "fine... I'll do it myself" route, channeling my inner Thanos.

Starting out, I was a complete newbie to content creation. Video editing was like navigating a maze, and the agony was real. Figuring out the ins and outs of YouTube uploads was another challenge. There were times when uploads took hours, causing stress when subscribers were left waiting. But through trial and error, here we are!

How did you come up with your creator & content idea?

It took me a while to find my niche as Kristeau. Initially, I was creating content on popular topics without much passion behind them. But that quickly became draining.

So, I shifted gears and started focusing on topics that genuinely interested me, particularly those in the realm of the paranormal, disturbing, or metaphysical.

It wasn't an overnight success. It took about a year to gain traction, and even then, it's a continuous process. Just because a few videos go viral doesn't mean you're set. You have to keep generating fresh, compelling ideas and captivating titles to attract viewers. Sometimes, despite your efforts, gaining traction can still be a challenge. It's a hit-or-miss process, and disappointment is inevitable in content creation.

To maintain consistency and brand identity, I developed a thumbnail and title format that viewers responded well to—a strategy I call "Pavloving," inspired by Ivan Pavlov's classical conditioning theory. This approach helps returning viewers instantly recognize my content and entices new viewers as well.

Above all, taking action is crucial. Waiting for everything to be perfect will only hold you back. You have to start creating, even if you're not entirely ready. You can always refine and improve along the way. I wish I had started making YouTube videos sooner, instead of waiting for perfection. There will always be more to do, so it's best to just dive in and start.

What is your content creation process?

In crafting my Kristeau content, I employ a couple of different approaches. One method involves interacting with my most loyal fanbase, whom I affectionately call my Villagers, through a Discord server.

I ask for their input on what I should cover in my next videos, both on the server and on the YouTube community forum. I then sift through the responses and select the best ideas to turn into videos.

Storytelling plays a crucial role in my content creation process, particularly given my focus on urban legends, spooky stories, and other complex topics. Capturing and maintaining viewer attention is paramount, which is why I prioritize audio quality and the use of subtle music to set the tone. Understanding my audience is key; considering their demographics and preferences helps me tailor my content to avoid giving them nightmares, especially since many watch late at night.

Creativity-wise, drawing inspiration from my own interests is important, but I also have to consider whether my audience will enjoy it. After all, there's no point in creating content if no one wants to watch it. I value the input of my community, and their feedback helps shape my content.

“I started off by being 100% brand new to content creation. I really had no idea what I was doing”

When faced with creative blocks, I take breaks to engage in hobbies or seek fresh perspectives from friends. Stepping away from the pressure of creation often leads to breakthrough ideas or solutions to challenges.

As for the editing process, it varies depending on the video's topic and length. Some videos require extensive editing, like my ongoing project on the urban legend of the Backrooms, which has been a lengthy endeavour.

While some creators outsource editing, I prefer to handle it myself for now, though I may reconsider in the future to alleviate the workload. However, I'm wary of losing my unique editing style if I were to outsource, as I fear my audience would notice the difference.

Regarding collaborations, I've had the opportunity to work with various content creators, including Anthony Padilla and The Washington Post. While I currently handle everything solo, I'm considering assembling a team in the near future to ease the workload. It can be exhausting to manage everything alone, but I'm excited about the potential for growth and collaboration in the future.

What is your marketing & promotion strategy? How are you growing your brand?

In terms of marketing my Kristeau brand, I've primarily focused on cross-platform promotion. For example, I frequently post videos on TikTok covering various topics. Currently, I'm gearing up to share a video on Native American folklore, so I've been creating TikToks discussing related themes.

I've noticed that many of my followers on YouTube also engage with TikTok, so by sharing content there, I not only attract new audience members but also re-engage existing ones. When they repost my content, it reaches a wider audience who may not be familiar with my brand at all. So, TikTok has been my main marketing platform thus far.

Although I'd like to utilize Twitter, I find it quite challenging and haven't been able to effectively navigate it. However, my overarching goal is to expand my viewership, particularly targeting the 15 to 24 age demographic. This demographic is important to me because some of the topics I cover are mature and not suitable for younger audiences.

For example, I discuss creatures like the Wendigo from First Nation folklore, which can be quite terrifying. Reflecting on my own childhood, I know I would have been frightened by such content. Therefore, I aim to attract a more mature audience, considering that during the 2020 lockdown, I noticed a surge in younger viewers, around ages 12-13, exploring similar topics. I believe it's more beneficial to cultivate a mature audience for my brand.

How do you engage with your audience?

My Kristeau followers mean the world to me. One day, I woke up to a message on Instagram: "Hey, I created a Discord server for everyone." I thought it was crazy, and now countless people have joined. It's amazing to have that connectivity, but building the foundations as the creator is crucial.

When I started my Kristeau brand, I realized I was gaining traction when people hung onto my every word. I emphasized that I'm just a regular person, not some idol out of reach. I think humanizing myself to my audience is why they check up on me, even during hiatuses. They're supportive and intelligent, which might be because of how I've curated my content.

“It’s impossible for content creation to cease to exist... I don’t see it going anywhere in the future.”

Last year, when I was in South Korea feeling down, I made a post. The response from my Villagers was overwhelming. They told me how much I'd changed their lives, how they turned to my videos when sad, feeling like I'm a friend, despite never meeting. It was profound and motivational, combating imposter syndrome.

Audience feedback has upgraded my editing style and guided my content ideas positively. But there have been negative moments, like my first horror story narration. Someone criticized it harshly, but I responded politely, humanizing myself. It's important to engage, even with hate, as it can make people more considerate online.

Developing a thick skin is necessary for content creators, though no one should tolerate mean comments. Unfortunately, they're a reality, but they shouldn't impact your mental health or sense of self.

How have you monetized your business model?

When it comes to promoting Kristeau across platforms, TikTok is my go-to, although I approach it informally and strictly for marketing purposes. Unfortunately, TikTok doesn't offer a creator fund for Canadians, so despite accumulating views, there's no monetary reward. It feels like a bit of a scam, and many YouTubers, though they might not voice it as loudly up here in the north, share the sentiment.

Currently, my primary income source is Adsense, as I've been turning down numerous brand deals that don't align with my niche. It's crucial to exercise caution when delving into sponsorships, especially early on, as companies might attempt to maneuver you into legally dubious territory.

For instance, a perfume brand approached me with a Halloween-themed product, which initially seemed fitting. However, their contract was worded so that I couldn't disclose the promotional nature of the content to my audience, which is a major red flag. Ethical guidelines and legal frameworks surrounding digital content creation are essential to understand, as companies are primarily concerned with their product promotion rather than your legal welfare.

It's tempting to accept every brand deal that comes your way for quick cash, but the long-term consequences could be severe, including legal ramifications and damage to your relationship with your audience. Many times, I've declined sponsorships based on moral grounds, prioritizing promotion of products I genuinely support and would use myself.

While I aspire to grow my brand into a full-time business, I also have ambitions beyond social media. I've invested years of effort into my education and have aspirations for a career in politics. My brand serves as a lucrative side venture, but I won't forsake my long-term goals for it.

Ultimately, my brand is both a passion project and a source of income, providing a satisfying balance between personal fulfillment and financial stability. It's a win-win situation that I'm grateful for.

What are your biggest lessons learned & challenges faced?

Hitting 100,000 subscribers for Kristeau and receiving the YouTube plaque was an absolute highlight for me as a content creator. It was the moment when it truly sank in that I was a YouTuber, not just someone doing their own thing. Showing off that plaque to everyone felt surreal, like, "Wow, this is insane!"

But there are definitely less happy moments, mainly when it comes to editing. I can't stand it; it's such a pain. And then there's the frustration of uploading videos to YouTube, only to have something go wrong - like the audio messing up or missing an ugly cut that forces me to re-upload.

People often don't realize the behind-the-scenes struggles. Sometimes a video isn't posted simply because my internet isn't cooperating. I'm doing my best, but I can't just make the internet work.

I also struggle with unexpected challenges. Despite trying to be prepared, things can still go wrong, causing stress. It's one of the less glamorous sides of content creation - there's always a million things to worry about.

Comparison is another struggle. I've caught myself thinking that others are doing way better than me, but dwelling on it isn't productive. Their circumstances are likely completely different from mine, so comparing myself only leads to demotivation.

I've learned to draw inspiration from other creators without comparing myself to them. We may seem similar, but our circumstances could be vastly different. It's essential to avoid that negative cycle of comparison, which can hinder creativity.

Maintaining a separation between my personal and creative lives is crucial. I avoid discussing my brand with people I know in real life, which works out well. For instance, in a class discussion about influencers, I found myself defending them without revealing my own identity as an influencer. It's like being a secret superhero.

However, being recognized in public can be challenging. Recently, a coworker noticed something familiar about me, likely my voice, which many people have complimented me on. It's tough when people connect the dots between my online presence and real life, so I often prefer not to mention it.

In the end, navigating the complexities of being a creator both online and offline is a constant balancing act.

What technology & tools do you use?

My essential toolkit includes TikTok (yes, strange right), a powerful PC capable of running DaVinci Resolve or Adobe Premiere Pro, either my Canon or Nikon DSLR camera, a microphone (either the wired Yeti or a wireless one), and two ring lights for different filming conditions. Among these, the microphone stands out as the biggest contributor to my success. It's true that you can get away with subpar video quality if the audio is excellent, but poor audio quality just deters viewers from continuing to watch.

To stay aware of emerging trends in the creator industry, TikTok has proven to be an invaluable resource. It's a treasure trove of content ideas and trend spotting. Additionally, I utilize Google Trends to gauge the popularity of search terms and identify potential topics for new videos.

As of now, I haven’t incorporated AI or automation into my creative processes. I find that these tools often lack authenticity, and scripted dialogue can feel soulless. While I did experiment with AI-generated scripts for a video once, I ended up spending more time making edits than if I had written it myself. However, I remain open to the idea of using AI if I can find a way to leverage it effectively, such as in expediting scriptwriting.

When it comes to creating thumbnails, many content creators rely on Photoshop. However, I honestly believe that PhotoPea or Canva are underrated alternatives worth considering. PhotoPea offers similar functionalities to Photoshop but is available for free, while Canva provides a user-friendly interface that doesn't require expertise in Photoshop to create stunning thumbnails.

What future plans & goals do you have for your creator brand?

In the long term, my goal for my Kristeau YouTube channel is to reach a level where it can generate enough income to provide financial stability, although I don't intend to make it my full-time career since I have a university degree for other pursuits.

Achieving this vision means aiming for 500k subscribers and earning another YouTube play button, milestones that really show I made it. However, balancing this long-term goal with the demands of creating consistent content today is challenging.

Talking about my aspirations is one thing, but the real work lies in actively working towards them. It requires staying focused and pushing through demotivating days or moments of procrastination. Ultimately, maintaining this balance between my goals and my current reality is crucial for progress.

What advice do you have for aspiring content creators?

The biggest thing for me, if I was starting off earlier or starting at ground zero as Kristeau again, is that I would tell myself to just freaking pick up a camera and film and don’t stop. Stop thinking about every single possibility of things that are going to go wrong or things that are not adding up.

Instead of thinking about the negative things, why don't you think to yourself “But what if it works? But what if it actually goes well? What if it goes better than expected?”

It's like learning to ride a bike. It seems daunting until you actually try it. Imagining it is nice, but you have to take action to make it real. I firmly believe we shape our own reality, so it's crucial to stop overthinking and start manifesting our desires through action.

“When I got the YouTube plaque I thought that was just crazy - reality set in that I was actually a YouTuber!”

As for the future of content creation, it's an ever-evolving landscape. The pandemic saw a surge in influencers, highlighting the importance of the new way we interact online.

Content creation has become ingrained in how we consume information—whether through memes or short-form videos. It's an essential part of our global consciousness, connecting us all.

I don't foresee content creation disappearing anytime soon. If anything, it will continue to grow as more individuals contribute their voices. As for me, I'll be carving out my space in cyberspace, doing what I love, and supporting my community.

Kristeau: Crafting a Supernatural Creator Brand to 100K Followers

Learn from Kristin (aka Kristeau) as she shares how she crafted a unique creator brand centered around all things supernatural and fascinating…

Creator Brand: Kristeau

YouTube: 101K subscribers, 4.6 million views

TikTok: 5.5K followers, 133K likes

Instagram: 1,458 followers, 11 posts

Full time creator: No - student & creator

Hey Kristin! Who are you and what is your creator brand?