case study | Jordan Schwarzenberger
Side project The Sidemen has
become an internet phenomenon, with regular output across lots of channels
Consistency Sidemen Sundays have run for years with almost no missed uploads Multiple channels Main channel, second channels, clips and spin-offs create constant visibility Audience-first thinking Years of free entertainment built trust before major business expansion Community The audience feels part of the journey rather than simply viewers How the Sidemen stay front and centre “Personality and talent rise to the top,” he says. “That’s why I think this could become the golden age for creators.” For YouTubers who are navigating a constantly evolving creator landscape, Schwarzenberger’s message is at once brutally realistic, though also strangely optimistic. Success takes years, attention is fragmented and audiences are harder to hold than ever before. But at the same time, the barriers to entry have never been lower. “No one has an excuse not to start,” he concludes. And ultimately, that’s still what matters most. Not perfection, gear or algorithms – but relationships.
something deeper than money. You have to love it,” he says. “If you’re not doing it because you love it, you’ll burn out.” That passion-first mentality explains why so many successful creators are obsessive about niche interests or unusual subjects. “A lot of YouTubers are nerds,” he says. “They’re passionate about something and want to share it with the world. They don’t really care about the size of the audience and making money. That passion shines through and works.” Back to basics Sometimes, the simplest formats still work best. Schwarzenberger points to surprisingly low-budget examples where consistency and authenticity outperform expensive production. One unlikely case study is former politician Jacob Rees-Mogg. Although the production value is minimal, his voice and regularity of uploads created an audience. “He’s literally filming on his phone in his garden,” Schwarzenberger says. “No editing, just one take. But it’s consistent. It cost basically nothing. That shows there’s no excuse not to start.” It’s a refreshing concept: that the idea and connection are what stands out in
a creator landscape where production expectations can often feel overwhelming. High-end YouTube now includes cinema cameras, massive crews, LED stages and six-figure budgets. But Schwarzenberger insists creators should focus first on consistency, not polish. “Start and get going,” he says. “Learn what works.” He also believes audiences may start to move away from content that is overly polished. “Everyone’s burnt out by trash,” he says. “There is a pushback against oversaturation.” That backlash could create a huge opportunity for personality-led creators and filmmakers with authentic voices. “People are going back to analogue,” he says. “They’re getting rid of Apple Watches and wearing Casios.” To Schwarzenberger, that same shift is happening in content. As AI-generated material floods the internet, genuine personality may become more valuable than ever. “DIY creators are going to become more and more attractive as people get sick of hyper-polished AI.” Ironically, the future of content creation may be more human, not less. While AI is dominating the industry conversation, Schwarzenberger is far more interested in creators themselves.
Schwarzenberger insists creators should focus first on consistency, not polish
24
July/August 2026
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