The Missouri Star Quilt Company is one of the biggest employers in its region—thanks to YouTube
When Al Doan suggested to his mother, Jenny, in 2009 that he film her making patchwork quilts and post the videos on YouTube, she was not at all receptive. “Isn’t YouTube where all those crazy teenagers put their videos?” she said. YouTube was all of five years old at that point, and the era of influencers earning tens of millions of dollars had not yet dawned., was barely limping along.
“We were looking everywhere for quilters on the internet, and we couldn’t find them,” says Al, who is the chair of Missouri Star’s board. “I’d launched a site to sell our quilting supplies, but nobody cared.” With a marketing budget of zero, he wanted to give YouTube a shot.At the first shoot, Jenny was so nervous, she tripped over the camera cord and broke her leg. She was also not good at reading from the scripts Al wrote for her.
“What YouTube did for us was, all of a sudden, give us a reason to exist,” says Al, 36. “It helped us solidify our brand and our mission. Before that, we were just trying to help Mom pay her bills. YouTube shifted us into high gear.”
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