Welcome to Postmas!
or i get bummed out in December and need a project
In the Youtube days of old (okay like 2014-2019) the month of December meant one thing for all beauty and lifestyle accounts: Vlogmas.
The point of Vlogmas was for Youtubers to try to maximize their year end earnings while ad dollars were high for the holidays. This also allowed many of them to take time off in January when Google Adsense and views would drop. Views drop in January for a variety of reasons and some creators see it more than others, but in my case it’s because my viewers are mostly adults and college students. Some spend less time online because they are getting back into the swing of things after the break or they made a New Year’s resolution to spend more time offline. Views usually return to normal for me around the middle of February.
In 2024—after a few months of mid views and income—I decided to do Swellmas, my own version of Vlogmas.
I make commentary and review content on my main channel Swell Entertainment, so Vlogmas never really worked for me as a concept because I just don’t do vlogs. So last December I decided it was a brilliant idea to post one long form video every weekday for the whole month. Like a crazy person.
And I did it! I posted eighteen full length videos in the month of December. I am glad I did it so I have that experience as a content creator but my god that was not worth the work. The views were all over the place, I was sleeping like a psycho, and the money, though higher than any other month of the year, was not at all comparable to the amount of work I and my editor William did. I also think the excessive uploads affected the channel ecosystem and made my January and February dip much worse than normal. 5/10 experience. Told my digital assistant if I tried to do it again to hunt me for sport.
But this December, my seasonal messy mood hit early. I am finally acknowledging in my adulthood I am not a holiday person, and the month of December I am basically just overly sensitive, anxious, and not in a too jolly mood. When I get like this, it is best for me to have a project. Something I can plan and execute myself as much as possible to keep myself busy and stop my brain from convincing me my friends hate me because they replied with a one word text.
Enter Postmas.
Sure I could call it Swellmas still but that name is tainted by my own insanity. And this isn’t just part of Swell Entertainment. So Postmas it is!
The goal of Postmas is to make myself be more consistent with all my social platforms, especially my non-Youtube platforms. I am a long form creator at my core, but the reality is that brands, teams, and opportunities are all looking at short form platforms right now. And my short form page followings? Sad. Not at all comparable to my 530,000 subscribers on Swell Entertainment. And I’m throwing in my other pages as well to force routine and productivity. Though I do not fully believe this, Youtube reps have told me shorts are on their own algorithm compared to long form uploads, so this shouldn’t impact my January too much like before.
My plan is one intentional post on each of my two Tiktok accounts, a daily reel on Instagram, and a daily short on both my Swell Entertainment and Girly Pop Go Youtube channels. I also plan to post at least three photo or carousel posts a week on Instagram. Stream every day on Twitch. And post daily here on Substack and on LinkedIn. I am already pretty good about posting daily to Twitter (no I won’t call it X) and Threads but throw those in there too. I also usually post more than one Tiktok a day but sometimes I post nothing there. I also do not intend to write a daily post here for Substack but I am including notes and chats with subscribers in there as well.
An insane goal? Probably. But this is also already my full time job and I don’t have any more travel till the end of the month. This is more than doable.
I am linking all mentioned social pages with their current follower counts because I am also curious how this could affect discovery for these pages. I will do a round up either December 31st or January 1st so I can summarize if I was able to succeed in maintaining daily posts and how it affected the pages.
Swell Entertainment channel: 530,177
Girly Pop Go channel: 12,381
Main TikTok: 62,965
Girly Pop Go TikTok: 657
Instagram: 44,782
Twitch: 12,476
LinkedIn: 221
Twitter: 33,948
Threads: 11,300
Interested in doing your own version of Postmas? Go for it!