Why Most Creators Will Lose in 2026

Hey,

Before I dive into the YT stuff, I just wanted to say Thank You.

When my Dad passed on Christmas Day, a lot of you reached out, many I’ve never even met. Messages, notes, check-ins. I’m genuinely grateful for it and appreciate you all.

I’ve been working on the “What’s the 2026 Thing for YouTube”. Most of you will think it’s AI and yes, if you aren’t utilising it in your work flow, you’ve already lost, but I think 2026 is down to one word. The word that I have enough data to prove the difference between winners and losers.

Conviction.

Not better hooks, not better edits, not chasing the next hack.

Conviction in your message. Conviction in what you believe. Conviction in being willing to say something clearly, even when it’s uncomfortable or would cost you likes. If you have something to say, say it loud and bold, or shut the f*** up :)

When you have conviction, which is the expression of your belief, then people get that signal in the dark that you exist. AI or your team won’t give you your own conviction. Only you.

With conviction, your personal brand will explode. Also, quick side note, don’t try build YT or IG for your company thinking it is doing the work. It’s not. People don’t follow brands. They follow people.

I saw Daniel Priestley point this out in a way that really stuck with me. Richard Branson has around 11.5 million followers. Virgin, the brand, has roughly 233,000.

That gap tells you everything you need to know.

People aren’t looking to be sold to. They’re looking for someone who actually believes something and is willing to stand behind it. Someone with a point of view, not a pitch.

Most creators struggle here. They soften their message and they try to keep everyone happy. In doing that, they end up sounding like everyone else and appealing to no one.

If your content isn’t landing, it’s rarely a skill issue. It’s usually a conviction and consistency issue. You know what you think, but you’re not fully owning it yet.

2026 won’t reward safe content. It will reward clarity. It will reward people who are willing to stand somewhere specific and let the wrong people walk away. It’s a pretty good way to live life too.

To your 2026 journey, go dominate!

Bo