I am in no way, shape or form, a big “car guy”. I have a car, I love it, I take care of it, but that’s about it. I don’t even know how I came across Doug DeMuro, a writer for Autotrader and ever-growing YouTuber. I do know that the first video I came across of his was “A Used Maserati Quattroporte is the Best Way to Look Rich for $20,000“. Maybe the YouTube algorithm knows more about me and my psyche than I do, but there I was watching this video on all the quirks and weird features of a car which, brand new, cost $106,000, before options!
After watching this video, and a few more videos from Doug, I quickly realized he isn’t your prototypical YouTuber, vlogging about his day or sharing beauty tips. Doug reviews cars. He’s not flashy. He doesn’t have great production value. He doesn’t have fancy music. He shoots most of his videos on his iPhone or a point and shoot video camera. But, what Doug does do, is create great content. In an era of 4k and drones and GO Pros, the beauty of the shot can sometimes take away from your story or the real meat of the video. With Doug, it’s a no-frills production that just gets the job done. His personality and his humour are what make the videos great. Not to mention, he gives the Average Joe a chance to check out a $1.3M Ferrari F40 up close. His following online has grown substantially in the last year or so and I’ve read and watched a few interviews with him talking about how he got his start.
Originally, Doug started making videos on YouTube to compliment his articles on Autotrader. He would write about a car and it’s features. Sometimes, weird features. Or features that didn’t make any sense. It was easier to just start making some videos to embed in his articles to really show the reader/viewer what he was talking about. The articles started driving readers to the videos and then eventually, the videos started driving viewers to the articles. He didn’t have this massive marketing plan or strategy. He creatively named his channel ‘Doug DeMuro’…that’s right, simply his name. He doesn’t even have a custom URL for his channel. He didn’t even really know people were subscribing until friends would point out he’s close to 100k which is a huge accomplishment. He has now surpassed a million subscribers! He is the ultimate example of ‘if you make great, entertaining content, the audience will follow.’
In an article he wrote for Autotrader, he talked a little about his start and advice for others looking to write about cars or start reviewing them on YouTube. You can read that HERE. What really stood out to me was that he talks about there being no ‘path’ in this industry. Which is 100% true and something I was just talking about at an event the other night. In writing, broadcasting, YouTube, you have to forge your own way.
He says “there’s absolutely zero prescribed path in my industry. This world is a tremendously unusual one, and virtually everyone who’s ever had any success in it will tell you that they didn’t follow a regular route. It’s not like becoming an attorney, where you go to college, and then you go to law school, and then you pass the bar, and then eventually you fill in your house’s swimming pool because you’re worried about the liability risk.“
You are not going to be a huge hit overnight. You aren’t going to earn a lot of money. For Doug, “people initially laughed at how little I was earning, the benefit was Twitter followers, YouTube subscribers, Facebook fans and interested viewers and readers — and I’ve been able to keep many of those people around as I’ve launched Oversteer and created more and more videos.”
His writing about cars started from a passion. You can tell he really loves cars and driving them. It comes across 100% in his videos. It’s not just the unbridled enthusiasm where his passion comes across, it’s in his knowledge of cars. How they are built. The history of brands. What models have this and that…heck even what turn signal stock the Ford Viper has or what other GM car they took it out of.
If you want to start reviewing cars, do it. If you want to start creating videos about your passion, go for it. Doug is the ultimate example of someone who took a risk, quit his full-time job to pursue a job writing about cars. It didn’t happen overnight for him, it took a long time and a lot of work. “I started doing this in late 2009, and I didn’t truly feel like I might be able to make it my career until September 21, 2016 — seven years later” he says.
Now with 1 million subscribers (and growing!) on YouTube later Doug is becoming one of the most recognized car YouTubers on the planet. It just goes to show, if you have the passion, the dedication and a great work ethic, you can make your dream a reality. He’s a great example of someone who has done just that. Go give his career advice article a read HERE. (You’re welcome for the extra unique hits, Doug!) He offers some really good tips for anyone, regardless of what type of content you want to create. I’ve become a huge Doug DeMuro fan. While I’m a fan of his videos and articles even though I’m not a huge car guy, what I really admire most is how he’s been able to build his career and his massive following through all the great work he does.
You can check out Doug’s YouTube channel HERE.
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