Pros and cons of documenting the founder journey on YouTube...

3 Oct 2025 · 0 min

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A short YouTube monologue by Matthew Kelly reflecting on pros and cons of documenting a founder journey on YouTube. He endorses the "Midnight Pod" as valuable free content for people starting a D2C (direct-to-consumer) brand, notes that the format has attracted copycat competitors on YouTube, and shares a personal anecdote about his girlfriend making ads for a competitor.

The amount of I put on YouTube already, I genuinely believe the Midnight Pod is, like, the best free value. If anyone's starting a DC brand, they're like, go and watch it all. And it's obviously attracted loads of competitors. A girlfriend was making ads for one of our YouTube copycat competitors last night. I walked in, what is going on here? She's, like, becoming a content creator. I was like, fair enough to pay you 400 quid. Whatever, I get it. We don't sell that exact product that they do, so whatever for now.