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Dear Family,

I don’t know what to say, really. A 3 minute YouTube video till the biggest battle of our professional lives, all comes down to today. Now either we create as a Family, or we’re gonna crumble, like by like, view by view, 'til we’re finished.

Now, I can’t do it for you. I’m too old. I look on Our Family page, and I see these young faces, and I think I made every wrong choice a creator can make. I was posting inconsistently without any strategy, believe it or not. I chased off anyone who’s ever followed me. And lately, I can’t even stand to watch my own Stories. 

You know, when you get old in life things get taken from you. I mean, that's part of life. But, you only learn that when you start losing engagement. You find out content creation is a game of interactions. So is life. Because in either game, content creation or life, the margin for error is so small. I mean one caption too boring, or too witty, and no one quite likes it. One half second too long, too short, they don’t quite watch it.

The likes we need are everywhere around us.

They’re in every TikTok, every tweet, every post.

In this Family, we fight for that like. In this Family, we photograph ourselves and everyone else around us through filters for that like. We dance and film ourselves in front of ring lights, for that like, because we know when we add up all those likes that’s gonna make the difference between going viral or not. Between winning and losing followers! 

I’ll tell you this: In the content game, it’s the creator who’s willing to hashtag who’s gonna win that like. And I know if I’m gonna have any life anymore, it’s because I’m still willing to go live and post on a daily basis for that like. Because that’s what creating is! The six likes in front of your face!

Now I can’t make you do it. You got to look at the creators next to you. Look into their eyes! Now I think you’re gonna see creators who will Double Tap with you. You're gonna see creators who will take out their phones and mention and tag you, because they know, when it comes down to it, you’re gonna do the same for them.

That’s a Family, people!

And, either we create, now, as a Family, or we will crumble as individuals. 

That’s content guys.

That's all it is.

Now, what are you gonna do?

Yours sincerely,

Head of the Family

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