When MeganPlays started uploading gaming videos to YouTube in 2013, being a “creator” wasn’t exactly a conventional career path.
She wasn’t thinking about brand deals, TikTok algorithms, audience retention, or the creator economy. A college freshman who had been gaming practically her entire life, Megan saw people uploading videos of themselves playing The Sims and had a simple thought: I could do that.
So she did.
“I just downloaded a capture thing and just talked into it and threw it up on the internet,” Megan told Mashable at VidCon in June. “It was really raw. Not a lot of great content there, but it was a really fun start.”
More than a decade later, MeganPlays has built an online career spanning YouTube, Roblox, and an audience of millions across platforms. She’s also been doing this long enough to watch practically every supposed rule of content creation change.
YouTube went from raw and relatable to highly produced and back again. Long-form gave way to short-form, only for longer videos to begin creeping onto vertical platforms. Games rise and fall in popularity. Algorithms change so quickly that, as Megan puts it, “what you knew two weeks ago is no longer relevant.”
Her career has changed with them — sometimes successfully, sometimes painfully. She’s burned herself out running too many channels, learned the risks of sharing too much personal information, struggled to escape the niche that made her famous, and discovered that millions of views on one platform don’t necessarily translate into a sustainable business.
For Mashable’s Creator Playbook, MeganPlays shares what 13 years online have taught her about building an audience, surviving the algorithm, knowing your worth, and why sometimes the best creator advice is the simplest: Just start.
Credit: Ian Moore/Mashable/Getty Images
Mashable: Take me back to the beginning. How did you get started on YouTube?
MeganPlays: In 2012, I made my channel. In 2013, I started posting content. I saw other people posting gaming content, and I was like, “I want to do that. I could do that.” So I just started. I downloaded a capture thing, just talked into it, and threw it up on the internet. It was really raw. Not a lot of great content there, but it was a really fun start.
I started with The Sims, then I went to Minecraft, and then it kind of went into Roblox. It developed from there over, like, 13 years. I haven’t done the math.
Was gaming already a natural community for you?
Super natural. I’ve been gaming my entire life. There’s a video of me when I was two years old on my dad’s PC, playing an Elmo game. So I’ve been gaming my entire life. I just kind of naturally fell into place.
You said your advice to people starting out is simply to start. Why do you think people get hung up on that first step?
I feel like a lot of people don’t start because they’re like, “Well, I don’t know if I have the perfect idea. I don’t know if I have the perfect editing software. I don’t know if I have the perfect title.”
You don’t need it. You should just start, and you learn that stuff along the way. You figure out what works as you gain experience. No one’s going to be amazing at something the first time they try it, so you’ve got to just start.
And audiences don’t necessarily want everything to be perfect anymore, right?
They have swayed back. It started out with people really wanting raw, relatable stuff. Then there was a time on YouTube where it started becoming very overly produced, and people were like, “This is amazing. It’s TV quality.” Then things started getting overproduced.
Now we’re back in the swing of, “No, no, let’s bring it back. Let’s make it more personable, more real, more raw.” People are definitely more interested in that these days, which I love, because I never went the high-production route. I don’t have the budget, the time, or the energy. I just like being myself.
What’s one lesson you wish you’d learned earlier?
I wasn’t very consistent when I started, and I learned that consistency is key. If you do start, of course, as I said, do what you can do. But what you need to do eventually is start getting really consistent with your uploads so people and the algorithm know what to expect, because we are all playing to the algorithm at the end of the day. That’s one lesson I wish I had learned sooner. Not that I suffered any consequences from it. I think it just would have jump-started my growth.
Gaming is an incredibly crowded space. What do you think helped your content stand out?
Initially, because I have been in the space for a long time, it was that I was a girl in the gaming space. That was a little bit of an uphill battle.
When I switched to the Roblox space, there were already a lot of women content creators. I think what people really liked and enjoyed about my content is that I was more personable. I spent a lot of time in my comments section talking to people, reacting to them, sharing their comments in my videos, and really building up my community, because that’s what I like most about being a YouTuber: my community.
I love coming to VidCon. I love doing stuff like this because I get to meet the viewers. Building that community and having them really close to me makes me feel really happy.
Does meeting viewers in person change your perspective on the numbers you see online?
Yes. It really humanizes it all because you can get really bogged down when you only see the numbers — big ups, big downs, big ups, big downs. Your brain starts to work a little differently, and you start not to really process them as individual people but instead as numbers.
That is really harmful in a lot of ways. It’s like, “Oh dang it, this video only got 300 views.” Put 300 people in a room and be like, “That many people spent 10 minutes of their time watching a video.”
Coming to stuff like this and being close with your community really helps put everything back into perspective whenever things get a little bit too analytical.
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You spend a lot of time in your comments. How do you engage with your community without letting the negativity get to you?
I heard a little piece of advice a long time ago. I can’t remember where I heard it, but it was: “If they don’t know you personally, don’t take it personally.” They don’t know you, so what do they even have to say?
I find that when people are being mean online, they’re trying to hurt you. I don’t know what that’s about, but it doesn’t [resonate] with me because I’m like, “OK, if you’re trying to hurt me, then it doesn’t hurt me because you’re only trying to be mean.” You don’t even know if they really believe what they’re saying.
Normally, in those situations, if it’s too bad, I’ll block it. I’ll just delete it. I don’t like that stuff to pile on. Constructive criticism is great, but some people can just be really hateful for no reason, so they’ve got to go. No freedom of speech on the page if you’re gonna be a bully. Sorry.
You’ve watched the internet change dramatically over the past decade. If everything around creators keeps changing, what actually stays consistent?
The person. The creator. The personality and what they like to do. That’s what’s steady. That’s what brings people back, and that’s your anchor. Your anchor should always be yourself or your community. You can ride those waves, and you can always learn and adapt.
How much should creators actually be paying attention to their analytics?
Personally, I’m not making decisions based on the algorithm, which is not a smart decision. If I were to give advice to somebody who’s more left-brain than me — because I’m very, like, whatever, la la la — you want to play to the algorithm.
You have two seconds to catch somebody’s attention. If somebody’s dipping out at one part of the video where you’re kind of lulling a bit, you can learn so much in your back-end analytics: when people are jumping out, when they’re jumping in, what they’re rewatching.
If they’re rewatching a part, add more bits like that. If they’re clicking off at a part, stop doing those bits. That’s stuff you try to wire into your brain to know what people consistently want to see throughout your content, and to get them to stick. The longer people watch your content, the better it does in the algorithm and the better it monetizes.
Is it difficult to move an audience from one platform to another?
It’s very hard to transfer audiences per platform. A lot of people have tried over the years, and many have failed. If someone’s enjoying short-form, they often aren’t enjoying long-form. Those ideas don’t really overlap for a lot of people.
But remember: We had long-form, then we’re all doing short-form, and now the short-form verticals are going back to long-form, and they’re making them all 10 minutes again. It’s going back to long-form, but now vertical. These algorithms, these trends — they all cycle.
So how did you approach building your TikTok audience?
On TikTok, you just post every day, multiple times a day. Whatever you want, anything you think of — if it comes to mind, do it. If there’s a filter, put it on. Just anything at all.
What I like to do is little vlogs and stuff like that, and connect with my audience that way. But sometimes a fun little lip sync doesn’t hurt. Makes you feel cute. Throw it up.
You’ve always been very open with your audience. Have you ever felt like you shared too much?
I’ve always just had no filter. I kind of went in being an oversharer. That’s always who I’ve been. I would say I’m a super open book — but also, not everything. But that’s why I’m like, don’t do everything I did, for sure.
I had a whole year of burnout, and it was really difficult. It was after COVID, in 2021, because I had my biggest year during COVID in 2020. I was running four or five channels at the time, and they were uploading consistently. It was a lot of work. I got really tired, then really uninspired, and hit a wall. It was really hard to create content after that. You do not want to burn yourself out.
Also, if I could go back and do anything, I would not have shared my last name or my middle name online. There are people making TikTok pages with my full government name on there, and I don’t like that. Do not share your name online. Just your first name. Make a fake last name.
Are there any other hard lessons you’ve had to learn from spending so much of your life online?
It’s really hard to go into a space and assume that everybody is your friend, because I do that. Then you find out they’re not your friend. You’ve done a lot for them, they’ve taken from you, and all of a sudden, you’re left in a position you wouldn’t have been in.
I’m not saying don’t trust anyone. Keep your heart open, but guarded. Don’t give everybody everything. Don’t over-pour yourself into anybody, and always take care of yourself first.
You have millions of followers on TikTok, but you’ve said that doesn’t necessarily translate into income. How do you decide which platforms are actually worth investing in?
Personally, I’ve just acquired little knowledge over time, so I kind of do what feels right in my gut. Looking at it from a fresh perspective, I think YouTube is really valuable, and TikTok is really valuable. Those are your two most important platforms for growth.
TikTok is really good for discoverability. It’s not good for monetization. YouTube is good for monetization, but it’s very oversaturated. That’s the thing you have to juggle.
For me, I’m doing amazing on TikTok. I have 5 million followers, and each of my TikToks right now is getting like a million views. I’m not making any money. So I’m going back to YouTube and starting to make Roblox content again, long-form, because that’s what monetizes.
At the end of the day, creators have to pay their bills, so you kind of have to go where the money goes.
When you first started getting brand deals, how did you figure out what you were worth?
I didn’t. And a lot of people don’t. When brands come to you, they’ll offer you anything, and you kind of just take it because you’re like, “Oh, this is exciting.” You’ve got your hat in the ring. You’re making connections in the space. Everyone does that.
Over time, I started talking to other creators. I’d be like, “Hey, I got this deal. What do you think I should charge for this?” You can always ask your big brothers or sisters in the space what they’re doing, and that can be helpful. At this time, I still wouldn’t know what I’m worth. I hand it over to one of my friends — and “friend” is a fancy word for agent — and I’m like, “Can you just give them a price?”
I would ask around. Ask your friends. Ask your creator friends and see what they’re doing.
Do you find that creators are pretty open with one another about rates?
I’m an open book. Everybody that I’ve ever asked has been helpful. I know it can be rude to ask, so I like to ask close friends. I’m not going to randomly walk up to somebody. But if I’m hanging out with somebody or I’m collaborating with them, I’ll be like, “Hey, this brand did this. What do you think I should do?” And they’ll give you advice. You should always, first and foremost, never go back to a brand immediately and give them your numbers. Say, “What’s your budget?”
These brands have a lot more money, and they will lowball you. Ask, “What’s your budget? And I’ll see what I can do with your budget.” Do that in reverse. And if they’re like, “No, you tell us,” say, “No, you tell me.”
If somebody created their first channel tomorrow, what’s the one piece of advice you’d give them?
Find a niche and follow it. If you really like Roblox, find a niche within Roblox. Find out what you want to do.
If I had a recommendation, it would be variety content. I think that’s everyone’s dream because it doesn’t put you in a box. But that is very hard to achieve. The more niche the niches, the easier they are to achieve.
Because if you get too niche, you risk putting yourself in a box.
And when that box goes down the river, you’re going with it. That happened to me. I’m not saying that to throw shade at anyone but myself. I put myself in a box. I was the Adopt Me! girl. I was doing Adopt Me! all the time. Then people stopped caring about Adopt Me!, and they no longer needed to watch my videos for news. All of a sudden, I had built this profile of, “Oh, this is the Adopt Me! girl.” Then I tried to break into other spaces, and it just didn’t work as well because they didn’t know me for that. They already had their other favorite creators that they went to for that.
Putting yourself in a corner can be difficult. But, you know, you go where the money goes because you have bills to pay.
I feel like you’re going to break back in. You’re going to find it.
Adopt Me! is back up, baby! I’m excited. I love Adopt Me!, so that’s the best news for me.
