Amelia Dimoldenberg, the creator behind Chicken Shop Date, recently hosted a two-day event in London in partnership with YouTube – Chicken Shop Date: 10 Years Of An Idea, Served By YouTube. The event included live panel discussions and interactive workshops giving advice for the next generation of creators.
Post-event, Dimoldenberg and YouTube shared the following tips, based on Dimoldenberg’s experience building a successful digital-first franchise:
Don’t overcomplicate the idea: When starting, focus on scalability—have a simple, core idea that you can expand later. Consistent, sustained effort on a core idea creates a more lasting, evergreen connection than chasing weekly trends.
Start with your network: Your network is your best focus group. Use your community to test and create a proof of concept or pilot. Start with people or topics near you rather than chasing hard-to-book celebrity guests or fantastical scenarios.
Don’t chase the algorithm: While understanding how the platform works is important, don’t lose creative control by chasing trends or views. The true barometer should be whether the content makes you and people whose taste you trust laugh, cry, or feel entertained or interested.
Edit, edit, edit: Don’t be afraid of the edit. Cut what doesn’t work – anything that isn’t immediately funny, interesting, or entertaining to keep the audience from dropping off. A video should only be as long as it is good.
Get to know your community (and go offline): Taking your audience offline through IRL events is essential to building a deep, loyal community. Talk to your community often. Your audience can provide feedback that might reshape your perspective.
Be thoughtful about your collabs: When you’re approached by brands and collaborators, take your time to work only with those who genuinely understand your brand, vision, and long-term interests.
Don’t ignore a slump: If you are stuck in a creative slump, take a break, eat well, sleep, see friends, and leave the house. Creativity can’t exist in a vacuum, and breaking the pattern can lead to new ideas.
Have the courage to fail: Not every video needs to be a hit. Don’t be afraid to upload an idea you think is good, even if it doesn’t immediately take off. Resilience and the ability to pivot are often what sets people apart and allows an idea to stick around.
Amelia Dimoldenberg pictured on Chicken Shop Date
