From a desperate pandemic pivot to a 26-million-follower empire, Steven He’s ascent in the digital content world reads like a masterclass in creator economy success. 

But behind the viral “EMOTIONAL DAMAGE” meme lies a strategic mind rewriting online entertainment rules.

In an exclusive interview with Net Influencer, Steven shares his success story, which is marked by viral moments like his signature catchphrase, approach, audience-driven strategies, and platform adaptability. 

Steven’s Social Media Debut

Born in China and raised between there and Ireland, Steven pursued acting in London and New York before pivoting to content creation during the pandemic. He planned to build a following that could attract studios’ attention.

His journey began on TikTok in early 2020 and soon expanded to YouTube. 

“I took about a couple hundred hours studying the social media platforms,” Steven tells us, detailing his approach to growth.

The turning point was a viral Comedy sketch about his experience growing up in China that garnered millions of views. 

After reaching 5 million followers, his popularity soared with the “EMOTIONAL DAMAGE” meme, a three-second clip from one of his sketches that went viral.

“Overnight, my phone blew up, and all my friends told me to get off their screen. They said they couldn’t scroll anywhere without seeing my face,” Steven recounts.

“In about a year, I went from 2 to 6 million [YouTube subscribers],” Steven notes.

Now, the influencer manages a team and runs his content creation as a company, a development that has surprised him. 

“It has since surprised me how it can be a career and much more than a career,” Steven reflects.

Business-Driven Content Creation

Steven treats his channel as a business rather than a hobby, focusing on audience preferences over personal interests.

“One of the main differences is not to make what I want to, but what the audience wants to see,” he explains. 

He believes this shift in perspective has been crucial to his success, differentiating him from creators who produce content based on personal preferences.

Steven distinguishes artists and professionals in content creation: 

“An artist starts from what he wants to tell, whereas a professional starts with you, what you are watching, and what interests you.

Research-Driven Strategy

Steven states that his process now begins with extensive research rather than personal ideas. 

“Every video begins with research instead of coming from my brain.” This lets him identify trends and audience interests before applying his creativity.

The content creator illustrates this process with an example: “Say I do research on what people are interested in at the moment and say there’s a big iPhone launch […] That gave me the cue that people were interested in this topic. […] So that is when I apply my creativity on making the iPhone 15 launch funny.”

Craft and Techniques

Steven’s technical skills have significantly improved as he has produced over 500 comedy sketches. 

“I’ve learned a lot in every aspect: how I write, film, light the scene, design the set, and costumes,” Steven notes.

He continues to study comedy across various mediums and cultures, expanding his repertoire of techniques. “I would land a laugh with simply a lens,” Steven reveals, highlighting the nuanced approach he’s developed.

Steven also focuses on adapting to platform trends and audience preferences. 

Platform-Specific Strategies

Steven’s approach involves focusing on platforms like YouTube, Instagram, and TikTok for specific periods to serve particular purposes. “I’ll take periods where I will target a platform to serve a purpose,” he states. 

For instance, he used TikTok to gain initial exposure and then moved to YouTube to build a community. When YouTube introduced Shorts, Steven developed a six-month strategy specifically for that format.

While YouTube remains his primary platform, Steven recognizes the need for flexibility. 

He’s splitting his focus between long-form YouTube content and growing his presence on Instagram Reels. 

“We found a type of content that is highly in demand. So we want to utilize the platform of reels and its creators to gain further reach and perhaps monetization,” Steven states.

His strategy involves constant adaptation and risk-taking. 

“It feels like a play. I will dedicate the first half of 2025 to this play. Let’s see how that works,” Steven reveals. 

However, he adds that such an approach can lead to significant growth or setbacks due to the volatile nature of content creation. 

“Sometimes it works fantastic, growing 5 million subscribers in a half year. And then sometimes it flops completely, and the channel goes down,” Steven admits.

Leveraging Short-Form Content

Steven acknowledges the shift in audience behavior towards short-form content across various platforms. 

“More audiences were viewed in short form, and nowadays […] a massive audience has shifted from long form to short form on all the platforms,” he notes.

The social media sensation initially utilized TikTok’s superior reach to gain exposure. 

“A viewer stays on YouTube for an hour. That person probably watches around six videos, whereas the same viewer for the same hour on TikTok would scroll through about 300 videos,” Steven explains, hinting at the potential for greater visibility on short-form platforms.

The Pressure of Views

Initially, Steven viewed engagement metrics as critical. 

“Views were your livelihood. Views were your income. Views were how relevant you were on the platform,” he explains. 

This focus led to stress and anxiety when numbers fluctuated. “Every week that it was down, I’d be depressed. And if it went down further, I’d think my career was ending,” Steven recalls.

However, with experience, his outlook has matured. 

“I’ve reached a point in my content creation now where I understand the larger journey rather than the in-the-moment,” Steven states. 

The broader view allows him to weather the ups and downs of content creation more effectively.

The seasoned creator now likens his approach to that of a product-focused company. 

“I’ll try ten products. If they flop, I’ll try another ten; maybe the 30th product works. Bang. Massive success,” Steven explains.

Brand Collaborations

Steven singles out authenticity as a key factor in brand collaborations. 

“One of the things that makes a great brand deal or promotion is not promoting it. It’s something you’re genuinely passionate about,” he says. 

Steven cites his collaboration with Gamer Supps as an example, where he created a drink called “Emotional Damage” that he genuinely uses and enjoys.

This authenticity extends to how Steven incorporates products into his content. “I don’t have to say it. If my audience just sees that I genuinely enjoy this product. Then that does more to sell it than if I told them to buy something,” he explains.

Steven attributes part of his ability to handle the pressures of content creation to his financial approach. “I don’t take on a lot of risk. I’m very safe. I’m a creator. I don’t spend much money,” he reveals. 

The financial prudence provides a safety net, allowing him to weather periods of lower income without significant stress.

Industry Recognition and Fan Interactions

Steven’s experiences at high-profile events like the Cannes Lions International Festival of Creativity and VidCon Anaheim have profoundly impacted his perspective on his role as a content creator. 

He admits to frequent self-doubt about his impact and relevance. “I exist constantly in the fear of things going down,” Steven confesses. 

However, attending industry events has challenged this mindset. “When I’m invited to these events, it’s a massive relief and a perspective change that I don’t get to see sitting in front of my desk,” says the digital star.

VidCon, in particular, has offered Steven a new perspective on his influence. The intimate nature of fan interactions at such events has surprised him. 

“As a content creator, the conversation is much more intimate,” Steven notes, describing how fans engage with him about his content and offer ideas. These experiences gave him motivation and confidence, countering his usual self-doubt.

Steven also tells us his attitude towards fame and recognition has changed over time. 

While he initially pursued acting for “the validation of strangers, the award, and the fame and the red carpets,” his priorities have shifted. 

“That’s not something I care for anymore,” Steven reflects, indicating a more grounded approach to his success.

Transition from Creator to Entrepreneur

Steven’s journey as a content creator has seen considerable progress in challenges and rewards. 

His primary focus was on optimizing content for views and engagement. “The main one would be around getting views, and that would manifest itself in how I optimize for attention,” Steven explains, describing his early challenges.

However, as his channel has grown, the challenges have shifted towards entrepreneurship and team building. 

“Today, I find myself having challenges mainly in entrepreneurship,” Steven notes. A particular struggle has been hiring the right people, especially given the intimate nature of his work environment.

Despite these hurdles, Steven finds significant rewards in his career. Financial stability stands out as a fundamental achievement. 

“Making a living is the most basic thing,” Steven states, emphasizing the importance of supporting himself and his family.

Beyond financial security, the content creator finds profound satisfaction in his impact on viewers. 

Steven recounts a touching anecdote: “A kid came up to me and said, ‘Hey, I’m from Utah, and I’m the only Asian kid in school, and I didn’t quite fit in before that. But now I feel a lot cooler because everyone’s running around shouting emotional damage.’” 

He remains humbled by his success, struggling to comprehend the scale of his audience. “There’s no way I can even imagine the scale of 12 million subscribers or 5 billion views,” Steven admits.

The Long Game in Short-Form World

Steven advocates study and persistence in the content creation journey.

For newcomers, the social media veteran advises thorough research and analysis of successful creators. 

“Study your research on your peers, the successful people who are currently doing what you’re doing, and how they are doing it,” Steven recommends. 

He stresses the importance of understanding the technical aspects of content creation, from filming techniques to editing styles.

Steven also highlights the need for patience and persistence. 

“It’s a part of the journey. And as long as you improve every time and your 100th video is better than your first video, you’re on the right path,” Steven advises, sharing that his success came after 220 videos with minimal views.

Steven is ambitious for the future. While maintaining a presence in film and television, his primary focus is growing his YouTube channels and diversifying his content. 

“I’m already the second most popular comedy sketch channel on YouTube,” he states, aiming to reach the top position. He also plans to expand into reaction videos and innovative game show formats.

The influencer is interested in long-form content and encourages viewers to return to this format. “Come back to long form. It’s better here,” Steven concludes.