0:00 – 1:00

Introduction

• Dan introduces Emily Gates, a 23-year-old content creator with millions of TikTok views.

• Notes her unique talents (speaks 4 languages, plays piano, perfume recognition).

• She is Dan’s niece and based in Europe.

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1:00 – 4:30

Early Creative Roots

• Emily started making videos at age 10 using iMovie.

• Influenced by Vine and Musical.ly (predecessor of TikTok).

• Made comedy and parody content even back then.

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4:30 – 6:00

From Hobby to Passion

• College major: Spanish & Communications.

• Taught English in Spain post-grad.

• Says her core value is “fun” – it drives all her creative decisions.

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6:00 – 10:30

First Viral Moments

• 2021: Made a viral video parodying college tours.

• Grew from a few thousand followers to 100K quickly.

• A shoutout from influencer Noah Mills boosted her to 330K+ followers.

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10:30 – 12:00

Creative Consistency

• Started on TikTok in 2018; viral success in 2021.

• Emphasizes consistent content over 4 years led to her “lucky break.”

• Sometimes posted up to 6 videos a day.

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12:00 – 15:30

Creative Process

• Uses her Notes app obsessively to jot ideas.

• Observational humor and multilingual experiences influence her content.

• Her “What Spanish Sounds Like” video hit 11 million views.

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15:30 – 18:30

Improvisation & Execution

• Prefers improv over scripting.

• Shoots multiple takes but often starts fresh rather than editing.

• Videos over 60 seconds are prioritized due to monetization eligibility.

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18:30 – 21:00

Brand Identity

• Started with relatable humor and parodies.

• Now blends languages, surreal comedy, and absurdist characters (e.g., "Day in the life of an ant").

• Thinks in “verticals” (genres) to keep content fresh.

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21:00 – 24:00

The Whiteboard Prop

• Originated during a hotel parody video.

• Evolved into a key visual gag (e.g., math word problems sketch).

• Combines random props with strong character work.

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24:00 – 27:30

When Videos Flop

• Tries out new formats (dialogue-only, different angles).

• Measures performance in the first hour.

• Doesn’t delete flops — she “privates” them to avoid hurting TikTok metrics.

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27:30 – 30:00

Monetization Explained

• Joined TikTok Creator Fund (requires 10K followers).

• Makes money through views on videos >60 seconds, sponsored product links, and creator challenges.

• Payouts vary unpredictably depending on timing and engagement patterns.

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30:00 – 33:00

What Surprised Her

• Income variation between creators despite similar metrics.

• Professionalism of the creator economy: emails, brand deals, business ops.

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33:00 – 36:00

Managing the Chaos

• Juggles multiple roles: creative, editor, producer, brand strategist.

• Still solo, but friends like her roommate Lydia give feedback.

• Might hire someone someday if brand deals increase.

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36:00 – 39:30

Dealing with Fame

• Gets recognized in public a few times a week.

• Finds it fun and validating — most fans are her age and share a similar vibe.

• Enjoys spontaneous interactions and has made friends from them.

39:30 – 41:30

Message to Older Generations

• Gen Z is hard-working — just in a different way.

• Driven by passion, creativity, and doing what they enjoy.

• Misunderstandings come from generational differences in work culture, not work ethic.

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41:30 – End

Closing Thoughts

• • Dan recaps business lessons from Emily’s story:

    • Lead with values (fun).

    • Stay consistent to earn your “lucky break.”

    • Evolve constantly.

    • Test with your core audience before launching.

  • Emily’s socials:

    • TikTok: @gates_emily

    • Instagram: emilyyygates

    • YouTube (planned): Emily Gates