Like many YouTubers, Lauren Riihimaki — better known to millions of fans as LaurDIY — began her creator career unintentionally: She started posting crafty, do-it-yourself videos as a ho…
, discussing how online video creators are their own direct-to-consumer brands and what that means for the marketers that want to tap into her brand.“I think most YouTubers don’t realize they’re building brands as they establish engagement with fans,” said Riihimaki. “I have an entrepreneurial mindset and have grown into this opportunity.”
Her biggest challenge as an internet star, she said, is balancing her public and private life. Last fall, she went through a very public breakup with fellow YouTuber Alex Wassabi; the couple had earned the nickname “Laurex.” She’s now dating again but isn’t revealing nearly as much about her new boyfriend, Jeremy Lewis.
The 25-year-old has a huge fanbase, with 9 million YouTube subscribers, 6 million Twitter followers and 5.1 million on Instagram. During her workday, she sets aside time to connect with her fans, whom she refers to as “#prettylittlelaurs.” “When a video goes live, in the first hour you try to be active in responding to comments. That’s when people are most active,” she said.“People think they know you,” she said. “They think they’re entitled to your phone number or address.
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