Harrison Nevel turned his sneaker YouTube channel into a bonafide business, growing it to nearly 1.5 million subscribers and pushing the limits of what content creators can do.
The Atlanta, Georgia-based creator began YouTubing 5-and-a-half years ago with a series of fashion advice videos.
“The first video I ever posted was how to layer for spring and summer. It was just outfits that I was wearing at the time,” Nevel told In The Know. “At that point, I was just like, ‘I’m gonna go for this.’ Even though it’s a scary thing because it’s not guaranteed, I have to try this if I want to do it.”
As Nevel experimented with YouTube content, he slowly moved from fashion to specifically sneakers, which he attributes to a surge in sneaker popularity in the fashion world.
“The sneakers have been the main focus of content now because the world and community of sneakers have really just blown up. Everybody’s into sneakers now. I think it’s just grown so much and it’s growing even more,” Nevel shared with In The Know.
Nevel’s passion for sneakers transcends his content because he’s not just a sneaker content creator, but a true sneakerhead as well.
“Everything ties together with the shoes,” Nevel explains. “It’s just a way for people to showcase, ‘This is me, this is what I’m wearing.’ It can be different from everybody else, it can be the same as other people’s shoes, it doesn’t really matter. It’s just something that you love and you wanna wear on your feet and you’re willing to spend hard earned money on. I think it’s awesome,” he told In The Know.
In a world of YouTube creators, Nevel has been able to find ways to keep his viewers interested in his content.
“I found a trend that was happening with mystery boxes on eBay,” Nevel explained. “So I found one for $100. I bought it. I said if this video did a certain amount of likes I’ll buy an even bigger one. And that has evolved to me even doing up to a $100,000 mystery box.”
With over 5 years of making video content, Nevel sees his YouTube channel as more than just a video platform. He sees it as a bonafide business that he’s started to grow into an online store.
“Turning it into an online store has been a great way for me to cycle shoes through content because obviously I don’t need a thousand pairs of shoes. So it’s good to cycle the shoes through the content…and just keep everything flowing through for the content,” he told In The Know.
But even with an ecommerce venture, Nevel’s YouTube channel isn’t going anywhere.
“I’m not looking for an exit from YouTube because YouTube is my bread and butter,” he said. “That’s what I love. I wanna keep going with YouTube, I think it’s an ever-growing space, I think it’s gonna continue to grow and I don’t think it’s going anywhere.”
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