Lilly Singh, aka Youtube star ||SuperWoman|| announced her upcoming show, making her the first woman of colour to herald a late-night talk show in the United States.
Some may look at this news as Singh getting lucky, using her Youtube fame to fast-track her way into Hollywood stardom.
I’m here to say there is absolutely nothing FAST or LUCKY about Lily Singh’s success. Her’s is a story that’s nearly a decade in the making.
Likewise, writers and content creators need to understand that fame and fortune do not come automatically with one’s first book.
Here are some lessons that can be gleaned from Lily Singh’s super succession to the top:
She was Consistent
Singh did not reach the status she’s at today by releasing a single viral hit or by updating sparingly. Scroll through her uploads on Youtube and you will find that she has been producing content consistently since the early 2010s. Through the years, as she made more content, her production quality noticeably improved.
Similarly, writers must understand they need to adapt a consistent writing habit if they wish to become better at their craft. To put in another way, Malcolm Gladwell says it takes 10,000 to truly reach greatness or expertise.
She Didn’t Stagnate
Over the years, Youtube has changed and refined its algorithm in such a way that many content creators set in their ways were brushed aside in favour of videos more conducive to being seen in the coveted “Recommended” section of the site.
While a lot of other content complained about these changes, Singh took these changes in stride and adapted to the flow. As such, to this day, she is still one of Youtube’s most profitable and relevant stars.
Times and technology change with writing as well. Until very recently, traditional publishing was the only game in town, and self-publishing was looked upon with disdain as being only for vanity.
However, in today’s marketplace, the self-publishing route is considered a viable option for many authors, especially those that have embraced Amazon and similar self-publishing services. With the advent of consumable media such as podcasts, audiobooks have also exploded in popularity, and services such as Scribd and Audible offer another option for writers to package their writing.
She Was Authentic
When Youtube offered content creators the ability to make money on the platform, many threw their values aside for the almighty dollar. There have been many a scandal detailed which involved beauty gurus and influencers hawking snake oil to their young, impressionable audiences in the form of questionable products and services.
While Singh has accepted payment for sponsored content, the videos she produced are with reputable companies and in line with her brand. It’s almost easy to forget the “When You Work Out Once” video was created in partnership with Calvin Klein because Singh makes it humorous and enjoyable in her own unique way, even while promoting the brand.
Writers need to be transparent about their intent as well. There’s no shame in wanting to sell or promote books, but in order to gain a loyal and true following, the author behind the writing must make themselves known to their potential customers. No one wants to listen to Mr. Buy My Book, but everyone will listen to the individual who can relate to their audience and consistently offer value through being their true self.
She Knew When to Pivot When Something Wasn’t Serving Her
In late 2018, Singh made a video confessing burnout from producing content at her current rate. She told her fans she needed to take a break to become reacquainted with her creative side and create the things she truly felt passionate about. A few months later, Singh reemerged with the announcement that she would be getting her own late night talk show, A Little Late with Lilly Singh.
In order to make this monumental next step in her career, Singh recognized she had to change the habits that weren’t serving her so that she could put herself first. The move paid off in spades and the universe rewarded Singh with a television deal.
Writers also need to recognize when certain habits or behaviours are no longer serving their best interests in order to move to the next level in their craft. If you’re writing a novel on a topic that no longer interests you, maybe it’s time to write on a different topic, create a short story, or work in another medium, such as video, or painting, or sculpting or even food.
When you go back, if the passion still hasn’t returned for a project, then maybe it’s time to move on and write about other things. Writing is already hard work—why make it harder by not enjoying what you do?
So what do you think about Lily Singh’s rise to fame? What are your thoughts on Youtube as a platform to launch stars into the mainstream media? Are there other secrets that Lily mastered that would benefit the writing community?