The Reinvention Of LaurDIY

YouTuber and podcaster LaurDIY


It’s refreshing to hear a clean YouTuber curse every now and then. After years of hiding behind a “family-friendly” brand, LaurDIY (Lauren Riihimaki) now shows a more authentic side of herself.

She lived two different lives for years. She said, “I’m from Canada, where the legal drinking age is 19. I had a fake ID when I was 18. I dated when I was 17. I started drinking when I was 15 or 16. So “That side of my life was so hidden. It felt like – Hannah Montana. I had my straightforward, family-friendly online YouTube personality and then you have your normal college girl who goes out five nights a week and gets drunk.” “

Riihimaki is now creating the kind of content you would expect from a 27 year old. She made a conscious choice to make more mature content. She explained, “When I was 19, it was okay to create content for 15- and 16-year-olds. But when I was 20, I didn’t want to make videos for 16 year olds. I don’t want to make videos for children. So it’s so nice to get in touch with women my age. And the conversations and connections you have are just a lot more authentic. “

When Riihimaki changed its content, of course, it lost followers, but not as many as you would think. She said, “I lost about 200,000 in the last year, but I expected to lose a lot more. If you build and change a brand over nine years, a percentage of these people will not cope with it.”

But she doesn’t leave her younger fans. Their new HBO Max show Craftopia is aimed at a younger audience. It’s a kids’ craft competition show where three kids fill their carts with the best craft materials in the world and have an hour to make the best handicrafts. The judges will select two contestants to advance to the finals, where they will have two hours to finish their craft. The winner will receive $ 5,000.

How she got the job is pretty incredible. Riihimaki said, “There was a Warner manager whose daughter, who was 16 or 17 years old, chose me to host the show. This girl is literally why I have this show. “

Although she does more adult content, she will always love her younger fans.

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