Tom Simons, also known as TommyInnit, may not attract attention if seen on the street, but he is beloved by many.
His charming, humorous, and lively personality, dedication to Minecraft, ability to adapt to lockdown and strong work ethic have propelled him to fame as one of the most successful content creators.
He joins our Zoom meeting precisely on time, surprising me as he is only 19 years old, has 40 million subscribers, sets his own schedule, and is rumoured to be a millionaire. He chuckles when he thinks about his fame, saying, “It’s all a bit weird.”
Tom Simons, known as TommyInnit, initially began editing videos and making jokes in Minecraft as a hobby.
However, as his content gained popularity, he realized the potential to become a professional YouTuber like DanTDM and decided to pursue it.
He now considers himself a professional “silly man” and actively uses multiple platforms to maintain a connection with his audience.
Tom Simons, known as TommyInnit, faces challenges in maintaining his success in the ever-changing digital world.
He states that the industry is incredibly fast-paced and constantly evolving, unlike other industries.
The platforms themselves dictate these changes, and one small decision by a platform such as YouTube can drastically alter the content creators’ approach.
He says, “every few weeks, there’s a huge change – and the platforms completely control it. If YouTube, for example, decided tomorrow, right we want to promote everyone that’s making two-minute long videos now – then everyone’s going to start doing that.”
When Simons began streaming longer gaming sessions on Twitch during the lockdown, TikTok had not yet become the dominant social media platform it is today.
Now, his short comedy sketches on the app are viewed by millions. Simons’ ability to adapt is crucial in the content creation industry, as changes are constantly happening.
He finds this challenge exciting and what keeps his work interesting. He says, “It’s why I can do it for five years and still today be like, what am I going to do next?
There’s all this short-form content coming through at the moment, which is so completely different from what I’m used to. It makes this so unpredictable and so awesome.”
Diversifying Your Income Streams
YouTube and internet trends expert Chris Stokel-Walker understands the difficulties faced by creators like Simons in staying relevant in the rapidly changing online world.
He states that the recent fluctuations in decisions made by Elon Musk about Twitter’s future highlight the instability of the platforms on which digital creators rely for their livelihoods.
In the past, creators have been concerned about policy changes on YouTube, but those changes now seem minor in comparison to the more unpredictable and significant changes being made by Musk.
This emphasizes the importance of diversifying income streams for creators as a way to hedge against potential negative changes in the future.
As Chris Stokel-Walker puts it, “If Musk wakes up tomorrow and decides that he’s banning anyone from linking out to Instagram or YouTube, you need to have another way of keeping the cash coming in.”
Alternative Culture
YouTube has undergone a significant transformation since its early days as a platform for people to share their creativity, niche knowledge, or thoughts with the world.
Nowadays, the most successful YouTubers produce highly polished and sophisticated videos that compete with or surpass traditional TV shows’ production values.
According to Simons, “At the moment, YouTube is in an interesting and a different place to where it has been, and a lot of that is because there is a new standard of video that is closely linked with money.
Right now, the bigger stuff on YouTube feels quite like glorified game shows as opposed to what they used to be – just people speaking to a camera. The rise of this trend is becoming increasingly tiring. It feels very repetitive at the moment.”
MrBeast, a well-known content creator, is at the forefront of this trend by producing videos that cost a lot of money to make, such as recreating elements of the Netflix hit Squid Game, playing hide and seek in an 80,000-seater stadium, and being buried underground.
This is now viewed as a formula for success on the platform, with many creators attempting to emulate him. Simons notes that this makes it challenging for new creators to establish themselves.
He states, “It feels like an especially hard climate to get into if you’re trying to do what everyone else is doing.”
Simons sees the positive side of YouTube as a platform for creativity and natural entertainment, stating that “The great thing about YouTube though, and all these content creation places, is whenever there’s a culture, there’s always suddenly a counterculture.
We’re in an interesting place now where there is room for a good new thing, and it can be anything – that’s what’s made this platform so consistently interesting over the years.
There has never been a better place for rewarding creativity and natural entertainment. If you’re good at something and can figure out a way to explain that in a way that is compatible with the platform, then you can have the most eyes on that content than anywhere else.”
Chris Stokel-Walker agrees, and he says: “The long-running story of YouTube has been bigger-budget productions, designed to stand out among the masses – something like MrBeast’s massive videos.
But that becomes less feasible if you’re worried the platform may disappear or change policy tomorrow.”
Expanding Horizons
Content creators have little control over the decisions digital platforms make about what content they promote and what the latest trends or formulas for future success will be.
It’s often a game that creators have to play to ensure their content aligns with the algorithm for success.
Simons points out that this is one of the reasons he has been diversifying his content recently by performing live stage shows, releasing a book, and launching a clothing range.
He states, “It’s become really scary when you realize that these spaces are so unstable,” referring to the unpredictability of digital platforms.
He also highlights the example of Twitter and the potential loss of followers if a billionaire comes and buys it, and it goes down the drain. He says, “You do have to be careful to keep diversifying because it’s changing so rapidly it’s scary.”
Simons plans to continue to have fun and make others happy in whatever he does in the future.
He reflects that he could never have imagined that playing Minecraft with friends would have created so many memorable moments for not only them but also for others.
His goal is to continue making people laugh, entertain, and create high-quality content. He plans to explore new opportunities and see where they lead him while staying true to this direction.
Simons reflects on how the media landscape has changed over the past decade, stating, “Ten years ago, I remember getting up, turning on the telly with my mum and actually watching channels.
Now we have Netflix and Amazon, and that wasn’t a thing back then. So it’s so incredibly hard to tell where everything’s going.
The internet has only been around for 30 years, and all of this has happened already. I have no idea where it’s going, but I do know where I want to go.”
He acknowledges that as his career continues to grow, he may become more recognizable in public, something he has yet to fully adjust to.
What’s Next?
Tom Simons, known as TommyInnit, has become a successful content creator on YouTube and other platforms through his entertaining, funny and energetic personality. However, the digital world is constantly evolving, and creators like Simons must adapt to industry changes to stay relevant.
He has diversified his content by performing live stage shows, releasing a book, and launching a clothing range to ensure that he can keep up with the industry and keep producing content that people enjoy.
Despite the challenges, he is determined to continue making people laugh and entertain and to see where his passion for creating content takes him in the future.