Social Media are an incredible phenomenon and offer plenty of opportunities, not only for companies and celebrities, but also for ordinary people like you and me. Every day, social media allow some of us to become entertainers, heroes, or even idols. This is the short story of one of them…

Yesterday, Sami Slimani, a 22-year old boy from next door, proudly presented himself being featured as part of the cover-story of the new Stern-magazine and two national German newspapers (Frankfurter Rundschau, Berliner Zeitung). He is no movie star, no politician, he didn’t ran a new world record in any marathon. In the real world, he’s just the nice guy from next door.

In the online world, that’s different. Sami is a German YouTube star, better known as Herr Tutorial. His videos, which, at the beginning, he mostly made in his nursery at home, are watched 100-300k times each. They cover fashion, lifestyle, and beauty topics. In this context, I (Jonas) met him in 2009 at the very beginning of his career. In these days, I worked for L’Oréal and organized a blogger event to launch a new beauty-platform. Like most of the other young bloggers, Sami was a friendly, open-minded young man, maybe even a bit shy. It was very nice, talking to him, who still seemed to be somehow overwhelmed by his early success.

Since then, he made hundreds of videos and became more and more professional. He taught us how to use hair wax, treat our skin, become slimmer, wear the latest fashion items, or how to date successfully. And of course, he always entertained us. His fans thanked him for that and followed him hundred-thousandfold.

What is the secret of his success? Is it as simple as publicly sharing beauty and health-care tips? Is that really all you need for becoming famous in social media? For sure, entertaining people is one side of the coin and, for sure, Sami is the born entertainer. But Sami’s character has more to offer. The plot of his short life-story is deeper and richer than most of us would expect. And that’s what makes him interesting. His loves what he does and with all his heart he loves communicating with others. With the good faith of a young, unbroken soul he’s not hiding a single part of his personality. He shares his journey of growing up and finding his own personality with all of us. A journey, which, if we look back, we all had to go on once in our early days.

On this trip, people put many obstacles in his way. The web is full of jealous, young people questioning his success and his personality. Again and again, he became victim of cyber-bullying (and not only the G-rated stuff; take a look at the commentary of this video) and again and again he overcame and resisted these hostilities. That’s how he rose to a representative for many young men and women, trying to find their place in society. He gave them hope to never give-up and direction to find their own way.

A young fan on Wikia puts it this way and there’s no better way to describe it:

“Wer ist Sami Slimani?
Ein cooler Youtuber der uns Saminators als Fans hat ! Er ist super nett und macht viele Sachen für uns und bringt uns bei Never say Never zu glauben ! Er hat den besten Zuschauerkontakt, weil er so viele Meet and Greets mit uns macht und ist sehr erfolgreich ! Er lässt sich nie von den Hatern unterkriegen was ich toll finde :) Ich kann euch nur raten seine Videos anzuschauen !! Er ist wirklich toll !
Man beleidigt keine Menschen ohne sie zu kennen ;)”

It is good to know that social media can be places, where values are worth something and where people vouch for one another. It gives me personally the feeling of working for something good.

Sami, congratulations on your cover stories. You deserve them!


Author: Jonas


1 Comment

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