Hey there!
Last Friday, we hosted some of Australia’s leading creators alongside the YouTube team for the annual Creator Forum at Google Sydney.
The aim was to spark real conversation, share hard-won lessons, and surface what’s working (and not working) right now for creators at the top of their game
Renee Ritchie (YouTube Creator Liaison) joined us for the occasion and the conversations were sharp, honest, and covered a lot.
Here’s a quick rundown of what the top creators are thinking about right now:
Mindset matters. For many attendees, the biggest shift has been treating themselves as a business rather than just content producers. This mindset unlocks more strategic decisions, longer‑term planning and better work–life balance.
YouTube remains the powerhouse. Despite new platforms emerging, creators agreed YouTube is still the most powerful place to build an audience and foster meaningful connections.
Email is a secret weapon. Those who have an email strategy said it was the single most impactful tool for deepening relationships and driving revenue. The catch? Most creators still don’t have one.
Clarity of purpose. A clear mission and vision helps creators decide what to say yes or no to. While most have an implicit “why,” few have explicitly articulated it – but those who have say it’s been crucial for sustainability.
AI cautiously embraced. There’s wariness about AI‑generated content, but most are using AI tools as part of their workflow to create efficiency and productivity gains.
TV is king. YouTube on TV is becoming the primary device on which audiences are watching their videos, reinforcing the need for high‑quality, long‑form content.
Experimentation is essential. Successful channels balance doing what works with testing new formats, features or distribution channels. Without regular experimentation, there’s a real risk of stagnation.
Hiring is hard. It's hard to find the right people, so many creators often revert back to doing it all themselves. The result though is that you limit growth, so you need to make the leap or end up capping your potential.
Keep an eye out for more opportunities like this, and if you’ve got questions or want to share your thoughts, drop us a reply.
Want in on the next program? Here’s what’s coming up at Changer:
Changer Creator MBA - Sydney, August [APPLICATIONS OPEN]
Changer Creator MBA - LA, September [OPEN SOON]
Changer Creator MBA - NYC, October [OPEN SOON]
Learning Creator Program x YouTube [Aus]
Skip Ahead 10 Accelerator x Google & Screen Australia (Invite Only)
Health Creator Workshops x YouTube [Aus]
Tasmania Creator Masterclass Series x Screen Tasmania
The Creator Economy Playbook Workshop x Screenwest
Google News Summit
Find us speaking at the following events:
Take the Creator MBA that means business
No vague theory. Just expert-led strategy, clarity, and the real-world tactics to grow your channel into a business that lasts.
This is an advanced, intensive program designed for creators who are ready to:
Build a revenue model that actually works for your channel
Craft a growth plan aligned with your creative process
Build alongside a tight-knit crew of high-performing creators
Get unfiltered access to industry leaders who’ve done it
This is the next step. This is where you build more than a channel.
Each cohort is capped at 25 attendees.
Upcoming stops:
Sydney - August (1 spot left)
LA - September
NYC - October
Cheers!
Team Changer.