In today’s newsletter, we debut a new Community Member Spotlight section and we’re thrilled to feature popular Bay Area food creator My Nguyen. She launched her cookbook last week – Healthy, My Way: Real Food, Real Flavor, Real Good – while she traveled to New York to film for “Live with Mark and Kelly” and returned to the Bay in time to celebrate her book launch with her community in Berkeley, CA. 

We also give our TL;DR on educational creator Aprilynn Alter’s recent, nearly three-hour video in which she packs in everything you need to know to grow and scale a YouTube channel and she invited top YouTube experts to share their thoughts.

Finally, we highlight upcoming events inside and beyond the Bay Area, select news stories relevant to our community, and hot Bay Area-based jobs.

Okay, let’s dive in!

– The Bay Area Creator Economy Community Team 

COMMUNITY MEMBER SPOTLIGHT
My Nguyen, My Healthy Dish 

This month, we're spotlighting My Nguyen, a wildly popular Brentwood--based food creator with over 2.3 million followers on Instagram, 4.7M followers on TikTok and 2.1 billion views on YouTube. She has successfully transitioned from being a mom to a full-time creator and published author.

Cassandra Bankson, Bay Area Creator Economy co-founder and well-known skincare creator, is longtime friends with My. We’re excited that Cassandra was able to interview My following the launch of her latest book for our first Member Spotlight as My's journey is an inspiring example of the power of creator-led storytelling and business building right here in the Bay Area. 

Check out their exclusive interview below:

ORIGIN STORY

Cassandra: Starting with your journey from being a mom to a content creator and now an author, what's been one of the most shocking moments in your career?

My: One of the most shocking things has been witnessing the evolution of social media and the influencer economy. Starting over a decade ago when being an influencer wasn't even a thing, I've seen how it's transformed from a hobby to a viable career option for many.

Cassandra: Reflecting on your life before social media, as a first-generation immigrant and refugee, how did your upbringing shape who you are today?

My: I don’t tell this story often, but I'm a first-generation immigrant and a refugee from Vietnam. My family and I escaped when I was just one year old, spending a year as refugees in the Philippines before a brief, freezing stint in New York that prompted our move to California, initially settling in LA and later finding our roots in the Bay Area. As the eldest daughter, I was thrust into a role of responsibility early on—translating for my parents, managing paperwork, and helping to run the household.

Growing up, cooking wasn't something I enjoyed. Coming from a traditional Vietnamese family, I resented the expectations placed on me to cook, clean, and care for my siblings while my younger siblings didn't bear the same responsibilities. It felt like rebellion to reject these duties forced upon me.

Cassandra: How did cooking become a passion for you despite initially resisting it?

My: It wasn't until I became a mother myself that I realized the importance of cooking for my family, especially given my passion for nutrition. I wanted to feed them healthy meals, so I began adapting traditional Vietnamese recipes to be healthier, focusing on more protein, vegetables, and fewer carbs—a journey that eventually inspired my cookbook.

FROM CREATING CONTENT TO BUILDING A BUSINESS

Cassandra: Take me through the decision to first start posting social media content over a decade ago. How did you start, grow, and scale both as a business, but also personally?

My: Early on, with just 200 Instagram followers, I saw it as a potential billboard for free advertising. I borrowed $1,500 from my mom to buy a MacBook and started creating recipes full-time, aiming to reach 100,000 followers. Once I hit that milestone, I released my ebook for $39.95, which became an overnight success, allowing me to move out of my parents' house.

Cassandra: When did you realize content creation could be a business, and how did it impact you and your family?

My: After losing our jobs and our home during the mortgage crisis, I started over with my twins at three years old, rebuilding my Instagram and releasing my ebook again when they were four. This income sustained us until I signed with a management company that brought brand deals, opening my eyes to the creator economy and diversifying my income. Despite making mistakes along the way, these experiences shaped my solid business model and confidence as a creator and businesswoman after 13 years.

Cassandra: Do you have a team helping you with content creation now?

My: Currently, my team focuses on business aspects like management and writing. I'm looking to expand on the creative side to increase output and focus more on business development.

Cassandra: How do you stay on top of trends and evolve your content?

My: I'm proactive with new platforms and formats. I adapted quickly to trends like short videos and platforms in the past like IGTV, even taking acting and improv classes to improve my on-camera presence.

Cassandra: What are your different revenue streams? Could you break it down for us?

My: Sure, my main revenue streams are brand deals, affiliate links (primarily Amazon and LTK), and revenue from my videos across platforms like Facebook, TikTok, YouTube, and Instagram. I also sell my own products like books and am exploring options like a blog for additional income.

Cassandra: What's the biggest challenge you're facing in scaling your business right now?

My: It's hard for me to let go of creative responsibilities. I know I could scale my content creation with a videographer and editor, but I struggle with handing over that creative control.

NEW BOOK LAUNCH

Cassandra: How has your book launch added to your revenue streams and mission?

My: The book just launched and I hope it will be a revenue stream, but moreover reflects my journey towards nourishing my body in my 40s, moving away from diet culture. It includes recipes that blend Asian and Californian influences, emphasizing health and vitality.

Cassandra: Has your relationship with food and cooking changed over the years?

My: In my twenties, I was caught up in dieting and intense workouts, fixated on staying a size two under the misconception that thinness equaled health. Now in my forties, I've embraced a healthier approach, focusing on nourishing my body with balanced nutrition. My book encourages eating more protein and vegetables while being mindful of carb portions, tailored to our changing energy needs as we age. It's about loving our bodies through nourishment, not punishment, and supporting women through life's stages, from monthly cycles to menopause, with recipes that prioritize health and vitality.

Cassandra: Can you share a sneak-peek to a recipe we can find in the book, and why it relates your personal story?

My Nguyen: I aim to blend my Vietnamese heritage with California influences. While it's not exclusively Vietnamese, I include dishes like my "Poor Man's Cioppino" to reflect my immigrant upbringing. Originally a luxurious seafood stew from San Francisco, I made this dish more affordable by omitting expensive crab and using economical shellfish like shrimp and mussels. Infused with lemongrass for an Asian touch, it symbolizes the melting pot of flavors that shaped me—growing up poor in California yet holding onto my Vietnamese roots, all celebrated through food.

Cassandra: What was the biggest challenge in bringing your book to life?

My: The biggest hurdle was convincing myself to make the book. Everyone wanted me to have it, but I didn't think anyone would buy it. The support has been overwhelming, but I'm still working on overcoming imposter syndrome and believing in myself.

Cassandra: Do you feel you've proved yourself wrong?

My: Yes and no. While I've achieved my initial goals, there's always a drive to do more and reach new heights as an entrepreneur and creator.

Cassandra: Did any moments of "letting go of control" or failing to show up during your process of creating your cookbook?

My: At the book cover photoshoot, I was told by the photographer and publishing team, 'When we shoot a look, we don't typically just shoot a cover photo.' They mentioned they would find "the one" among the photos. However, I knew exactly which recipe should be on the cover and how I wanted it to look, so I maintained creative control and direction.

Cassandra: What did you insist on and what elements of your personal story were so important for you to showcase?

My: For my cookbook cover, I chose a yellow dress to reflect my Asian heritage, symbolizing the Vietnamese flag's red and yellow colors with a red border on the book. Holding a bowl of chicken salad, an iconic Vietnamese dish, was intentional. Despite the book not being exclusively Vietnamese, I insisted on this representation to authentically showcase my cultural background and culinary journey.

COMMUNITY IN THE BAY AREA AND BEYOND

Cassandra: You've maintained strong ties to the Bay Area. Why not move to LA like many creators?

My: I'm not an LA person. I prefer the Bay Area's laid-back vibe and focus on family and authenticity. Staying here helps me create content that resonates with my audience.

Cassandra: What was it like speaking at the NAS summit in San Francisco?

My: It was fulfilling to contribute locally. I'm proud to represent Bay Area creativity and connect with my community on a meaningful level.

Cassandra: Can you share a memorable interaction with your community?

My: During my book signing, a follower drove four hours to meet me and shared how much my content means to them. It was incredibly touching and affirming.

Cassandra: What's your next big dream as a creator and businesswoman?

My: I aim to build a legacy like Martha Stewart, expanding beyond social media into products and media that reflect my values and creativity.

Cassandra: Any advice for Bay Area creatives?

My: Focus on building a strong platform independently. Collaborations and events are bonuses, but your core content and audience engagement are what truly build success.

—

My's journey from being a refugee to a successful content creator and author exemplifies the diverse and inspiring creator founder stories we see coming out of the Bay Area's creator economy. Her commitment to sharing her culture and nutritious food with her community, evolving her content, and expanding her brand continues to drive her success and impact in the ever-evolving digital media landscape.

You can find My's new cookbook, Healthy, My Way: Real Food, Real Flavor, Real Good, on Amazon and follow her content at MyHealthyDish on YouTube, Instagram and TikTok.

Is there someone in the Bay Area Creator Economy you would like us to spotlight? If so, please send your suggestion to [email protected].

INDUSTRY INSIGHT
Everything you need to know about growing on YouTube (including hot takes from Cassandra Bankson) 

Cassandra Bankson, Contributor; Monica Khan & Rachel Masters, Editors

Earlier this month, YouTube educational creator Aprilynne Alter, who recently moved out of San Francisco to Los Angeles, debuted her latest video to discuss the fundamentals of starting, growing, and scaling a YouTube channel. 

But, this wasn’t just any old video diving into best practices – this was 83 combined years of YouTube knowledge packed into two hours and thirty-nine minutes of video content in which we hear from Aprilynne and some of the most revered experts in the space.

To say this video has a lot of information is an understatement, to say the least.

Many thanks to our co-founder Cassandra Bankson for volunteering to break down and recap the video’s key takeaways for us to take in and provide her own hot takes as a creator herself.

For anyone who is trying to sustainably and consistently create and post video content and build a community on YouTube, you don’t want to skip reading this.

Part 1: How to Grow on YouTube
To understand how to grow on YouTube, Aprilynne brought in Patty Galloway, one of the world's top YouTube strategists who's worked with giants like MrBeast and Ryan Tran. Growth on YouTube progresses through stages. Start by refining your niche and posting consistently to build content. As you gain subscribers, focus on analyzing top-performing content and doubling down on formats that resonate with your audience.

Part 2: Ideation
Narrow down your video ideas based on past trends and successes. Validate them by researching existing content. Make each idea unique and aligned with your strengths and audience. Use formats like tutorials or challenges to stand out.

Cassandra’s hot take:
I'm sad to admit that it took me over 5 years to learn the importance of having formats and series. Not only does it make content creation easier, but it also gives the audience something familiar they can expect. I found that when I watched the morning news, it seemed to be a different story in the same format, that answered questions such as: who, what, when, where and why. When I started applying these principles to my content, it was easier to create on my less inspired days, and the audience seemed to gravitate towards the content a bit more, since they knew to expect something that felt familiar and helpful to them. 

Part 3: Titles
Aprilynne got insights from Jake Thomas, renowned for his expertise in YouTube titles and creator of the Creator Hooks newsletter, who emphasizes three key emotions that make titles clickable: curiosity, fear, and desire. Curiosity is the most powerful, achieved through bold statements and "curiosity gaps." Research adjacent niches to adapt successful title formulas.

Cassandra’s hot take:
Leaning into emotion or curiosity has been monumental for me as a Content creator, but also as a viewer. Even my decision to watch this video from Aprilynne was partially derived from her catchy title, ”83 years of YouTube knowledge in 2 hrs 39 minutes.“ Appealing to a sense of curiosity, or helping the viewer overcome a pain point is key, especially for reaching new audiences. 

Part 4: Thumbnails
Clickable thumbnails capture attention through faces, vibrant colors, and emotions. Thumbnails should be clear and evoke curiosity or transformation. Use A/B testing to optimize for engagement.

Cassandra’s hot take:
Aprilynne’s insights on thumbnails are phenomenal, and specifically A/B Testing is one of the best way to quantify what is working and what is not. When my team and I are personally creating our thumbnails, we often only change one element at a time, such as the text, the color, or the placement of an element. This way when we see positive or negative viewership, we are able to directly compare it to a version that only has one change, so we know exactly which color, text, or element resulted in an increased or decreased viewership outcome 

Part 5: Research
Aprilynne’s research process involves gathering insights from primary and secondary sources, then organizing them into themes. This structured approach leads to well-rounded and insightful videos.

Cassandra’s hot take:
Often, research links, websites, and events are things that my team and I actually use as “citing sources” in our videos. This can help later down the line in the editing process; showing a visual of an article, research paper, or other source of information is helpful to not only validate the point that is being shared, but also to add additional visual interest to the video. 

Part 6: Scriptwriting
Tailor your script to your audience’s needs, building up to a clear goal or solution. Whether you prefer detailed or flexible scripting, consistency and creativity are key to maintaining quality.

Part 7: Production
Pre-plan your videos by brainstorming titles and thumbnail ideas. Practice speaking on camera and experiment with what makes you comfortable. Personalize your process to develop camera confidence.

Cassandra’s hot take:
I love Aprilynne’s honesty about being insecure with her voice when she started. I went through the exact same thing, and it took me over a year to become more comfortable with my voice. When we speak, sound waves reverberate off of bones inside of our heads, so the way we think we sound when we speak is actually different than what others perceive. When we hear our voices on video it can be jarring, but remember that no one else thinks this way. Just in the way Aprilynne so eloquently explained, sometimes effective content production is about getting out of our own way for the sake of the message that is going to be shared. 

Part 8: Editing
Edit efficiently by cutting silences and syncing visuals with music early on. Experiment with new techniques, transitions, and effects to refine your style and keep viewers engaged.

Cassandra’s hot take:
As you scale, you may be interested in hiring other editors. For me, this was key in being able to automate and delegate my workflow so that I can focus more on creativity and optimization. Consider writing a master guide or workflow on how you edit your videos and the unique elements or things you do that make your videos unique. Someday, this could be very helpful in training and onboarding other editors or people who can help you to work on, and grow your video content and YouTube channel. 

Part 9: Analytics
Focus on the views graph and retention curve to gauge video performance. Aprilynne spoke to Chris Galletta, who emphasizes the importance of AVD and retention in gauging content success. High average view duration (AVD) correlates with success, and retention highlights where audience engagement drops.

Cassandra’s hot take: 
Creators live and die by their analytics. Often we as creatives are told to “create what inspires you” - while that is absolutely true, you need to be able to track and quantify if the message is resonating with your audience, and if the platform is even picking up on these key points at all. Being able to create content that inspires and empowers you, while also ensuring that the platform is digesting that content appropriately and providing it to the correct audience is essential; all of this is done with analytics. I like to personally think of analytics as the language that I, the creative, and the algorithms of these platforms use to communicate back and forth. Once you learn to decipher and speak the analytics language, you can expedite your content growth and take it to new heights with much more ease and insights. 

Part 10: Audience Connection & Engagement
Build deeper connections by converting casual viewers into dedicated ones. Engage your audience through likes, comments, and responding to interactions to foster loyalty.

Cassandra’s hot take: 
Don't forget to connect with your audience in person. Often as a creative I feel very lonely - filming, editing, and uploading content by myself. The moment I hit publish is when the comments and the community come in, and I am reminded of the connection aspect that makes all of this matter to me. However, opportunities to meet people in real life, whether it be audience members or other creatives, truly helps solidify why content creation matters and why community is so important. The gravitas of someone sharing that they watched your video and how it impacted their life is something that can't be fully explained. It's similar to how I felt when I first had the pleasure of meeting Aprilynne, and being able to discuss content camaraderie in person.

Don't forget to keep safety in mind, but look for opportunities to connect offline or through live streams with your audience and supporters as well. Groups such as the Bay Area Creator Economy are also fantastic to join and become involved in to find local creatives who are working in the same fields. Regardless of where you are in the world, there may be a group that you can join or an opportunity to connect offline with a viewer, subscriber, or fellow creator. 

Part 11: Algorithm
Understanding the YouTube algorithm can seem daunting, but Renee Richie, YouTube’s Head of Editorial & Creator Liaison, breaks it down into viewer-centric mechanics. The YouTube algorithm pulls videos based on viewer preferences. Focus on creating content that fulfills the promises of your titles and thumbnails, improving quality incrementally to increase reach.

Part 12: Flops
Not all videos succeed, but learning from failures is important. For deeper insights, Chris Galletta shares his data-driven approach. Failure varies by channel size and content fit. Larger channels quickly gauge audience interest; smaller ones pivot slower. Analyzing early metrics—views, retention—reveals issues. Poor clicks or watches may stem from packaging (title, thumbnail). Define success based on your goals, adjust thumbnails/titles if needed, and use patience rather than drastic changes like deletion.

Cassandra’s hot take: 
There have been so many times that I felt, or was even told my content was “cringey” when I first started creating it. I was embarrassed to share it with friends and family. After years of refining my craft it became something that people watched, enjoyed, and then asked questions about. Remember that when you start you won't be perfect – you will always feel “cringey” when you first begin, but as Aprilynne noted, patience is key, and if you continue to learn and innovate, you can continue to grow and find what works for both you and your audience.

Part 13: Business & Sponsorships
YouTubers make money through AdSense, affiliate links, personal offerings, and sponsorships. Understand brand goals and maintain clear communication to secure lasting partnerships.

Cassandra’s hot take: 
One pitfall that I often see content creators fall into is creating sponsored content that no longer serves the audience. For me personally, I am vegan and cruelty free and all of my content reflects these morals and values. When I am taking on a sponsorship, the brand is paying me to communicate what I love about their product or service to my audience… but at the end of the day, if it doesn't serve the audience then the brand won't get the sales and no one will be happy. Many content creators only focus on an ad read or a script to make a paying brand happy, but remember that your true stakeholders are both the brand as well as, more importantly, the audience who is consuming your content, learning from it, and benefiting from your recommendations at the end of the day. Always keep this in mind when creating sponsored and non-sponsored content.

Part 14: Finding YouTube Friends & Community
Building a creator circle improves content and provides support. Join communities, conferences, or cold outreach to connect with like-minded YouTubers for mutual growth.

Cassandra’s hot take: 
I have had the pleasure of meeting Aprilynne in person on multiple occasions, and her dedication to her craft, her audience, and the Creator Community as a whole is so admirable. Aprilynne is someone that I value as a collaborator, a co-worker, and a friend in the space – not to mention, she spent much of her creative career in the San Francisco Bay Area along with others in the community, such as my fellow Bay Area Creator Economy founders Monica Khan, Rachel Masters, and Jim Louderback. It's thanks to both online and offline communication that I'm able to stay in touch with Aprilynne, and other brilliant and talented creatives in her circle. She and her friends truly enhance my life both on and off the screen, and I want to reiterate how important it is for us as creatives to ensure that we aren't stuck in a trap of feeling lonely and isolated - content creation is all about community at the end of the day, And it's important to remember that we can experience that both on and offline. 

Part 15: Mindset
Stay motivated by focusing on the process rather than results. Success on YouTube isn't just about technical skills—it's about commitment to growth and learning, even when challenges arise. Remember, every setback is a learning opportunity, and every successful YouTuber started from where you are now. Celebrate small wins, stay consistent, keep refining your skills, and prioritize providing value to your audience while enjoying the creative journey. If YouTube becomes overwhelming, step back, reassess, and keep experimenting.

Upcoming events

Before proceeding, please fill out the quick poll below to let us know where you’re physically based so we know how to optimize for location for future events we plan. Thank you!

Inside the Bay Area

OCTOBER

October 24th
GenAI Collective AI & Creativity Workshop + Panel, 6-8pm, San Francisco

October 28th
COMMUNITY PICK! Runway Meet Up in San Francisco, 5-7pm, San Francisco. Shout-out to Kiswe executive and Bay Area resident Priscilla Lau for organizing this – and you’ll also have the opportunity to connect with our co-founder Rachel Masters who will be there.

October 19th
San Francisco Fashion Week: Emerging Designers Fashion Showcase - 6:00 PM - 9:00 PM, San Francisco 

October 28th - 30th
TechCrunch Disrupt 2024, San Francisco

October 30th
AI Connect - Founders and Creators Evening with Singapore, 6:30-9:30pm, San Francisco

NOVEMBER

November 1st - 8th
#DateWeek SF, San Francisco (multiple events across different locations). Sign up for updates.

November 13th
Gen Battle SF: Make A Short Film with AI Tools, 5:30-9:30pm, San Francisco

November 20th
Social Media Creators & Influencer Meetup San Francisco #2, 6-8pmSan Francisco

Beyond the Bay Area

OCTOBER

October 24th
TubeFest, 8:00 AM - 10:00 PM, London

NOVEMBER

October 11th - 14th
WebSummit, Lisbon. This conference includes a Create Track featuring digital platforms, originality, and ownership. Our very own Jim Louderback will hold an Inside the Creator Economy meetup.

Is there an event you’d like us to include here? If so, please send the event URL to [email protected].

Community News

• Silicon Valley parents love Bay Area YouTuber Mark Rober for his science videos and the STEM subscriptions boxes he sells through Crunch Labs (The Information)
  

• San Francisco finance creator Humphrey Yang explains how much you should have saved for retirement by age group in one of his recent videos (MSN)
  

• From AI and machine learning to blockchain, healthcare, and mobility, #TechWeek 2024 in SF was packed with insights, product launches, and networking opportunities (Medium)
  

• Oakland native and Democratic presidential nominee VP Kamala Harris’ campaign has embraced social media trends and viral memes to engage young voters in unprecedented ways (TIME)
  

• Fitness app maker Strava is moving into a new headquarters in downtown San Francisco because of its access to restaurants, the Embarcadero and public transit (San Francisco Chronicle)

Jobs

• Manager, Paid Marketing @ Figma (San Francisco or New York)

• Partnerships Associate - Creators (Health & Wellness) @ Substack (San Francisco)

• Software Engineer, Core Machine Learning @ Whatnot (San Francisco and other cities)

• YouTube Content ID / Platform & Rights Manager @ EMPIRE (San Francisco)

• Director of Influencer @ Gap Inc. (San Francisco)

• Partnerships Lead, US @ Strava (San Francisco)

• YouTube Script Writer @ Flowship (San Rafael)

• Creative Director - Social @ Cash App (San Francisco Bay Area)

• Creator Strategy Lead - MHCP @ Meta (Burlingame)

• Digital Operations Manager, YouTube TV @ Google, Inc. (San Bruno)

Have a job you’d like us to include here? Send the job posting URL to [email protected].

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Are you interested in contributing to the community or sponsoring an event? 
Email us at [email protected]