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#dougdemuro
Doug Demuro should NOT have over 3m subs
Yet… Somehow, in this world of helicopter shots, race track footage, flexing in Beverly Hills; this quirky, middle age dude has literally become, hands down, my all time favorite car YouTuber that I trust more than anyone else
I wouldn’t consider myself a car nut and I’m willing to bet that you’re the same
No, all you care about is what the car looks like, how exhilarating is it to drive, how valuable the car is, and most importantly, how it would feel to own the car and use it as a daily driver or as just a fun a weekend car
And notice that with all the things I just mentioned that the average person cares about… none of them relate to the technical aspects of the car
Or in other words, the general public doesn’t care about any of that stuff, all they care about is how the car would make them feel
So it’s no wonder that Doug doesn’t really talk about any of the technical specs of the cars he reviews
Sure he mentions basic stuff like how powerful the engine is but his entire videos are all centered around what the general public cares about - how the cars would make them feel
Where big name channels with movie level production quality can only capture a the smaller audience of gearheads, Doug captures of the general public, and thus gets more views, more support, and more success
He appeals to a bigger general audience by understanding exactly what they want.
Now objectively, one would think the big production companies and the rich guys flexing their wealth would win over someone like Doug - but it’s actually the main reason they’re losing to him
It’s not just bc he appeals and understands the general audience
He’s successful largely bc of his unique personality
You don’t click on a Doug video just bc it’s about a Lamborghini or a Ferrari - after all, there’s a surplus of videos on these cars already
No, you click on a Doug video bc it's Doug
Where others focus on things only a small percentage of people who are into cars care about, he cuts all the fluff and focuses only on the one thing that people do care about - how the cars would make them feel
And because of this, his audience pool is much bigger
But catering to the right audience isn’t enough - when everyone is making the same videos on the same cars, you need something more
In Doug’s case, it’s his hilarious and oddly delightful personality to where you’re watching not just for the cars, but you’re watching bc there’s no one else quite like Doug
This just goes to show how far understanding your customers, or your audience in this case, and having a unique perspective can take you.
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