Doug DeMuro has 4.45 million followers (about double the population of New Mexico, USA). He has been in this profession for 6 years and states that the reality behind the glamour can be summed up in one phrase: Say what you like, but know what to say correctly.
Always have to “rehearse”
Filming a car review video is not just about taking photos/recording, or having someone else film while driving and then writing about the testing process. If it were that simple, anyone could do it.
Some thoughts and phrases may sound quite humorous when written down, but can become “ridiculous” when appearing in a video, similar to how communication via phone is different from communication via email.
Therefore, one always has to conduct “rehearsal videos,” and must adjust their style when driving different cars. It’s quite similar to how each car targets different user demographics.
It’s not just about getting in the car and filming – Illustration: Doug DeMuro/YouTube
20-minute video but takes several days
Filming a video also takes a lot of time. Editing the video before uploading can even take longer.
A 20-minute video can take up to 1-2 hours to film, just to capture the most important details that need to be discussed, not to mention errors or unexpected factors like sudden bad weather.
Editing a car review video can take a whole day or even longer. Some videos need added captions, historical images, or reinserted related comments from experts or users (if permitted)…
That’s when one is already familiar with the job; for beginners trying to learn how to become a YouTuber, it will take even more time.
Not easy to find cars to review
Doug mentioned that he was lucky to be lent cars by companies when he first started, but it took a lot of effort before he could film his first video (with a borrowed car) as a car reviewer YouTuber.
He noted that it’s often best to start with cars owned by oneself or close friends, building a basic following before discussing with companies/dealers or a stranger car owner (who doesn’t know who you are).
Risks when filming
One aspect Doug did not mention in his video is the risks involved in filming, such as injuring oneself, injuring others, or damaging the car…
Risks are always present and can occur at any time. Therefore, being a car reviewer YouTuber is not a job for the faint-hearted.
One must definitely have financial means or the ability to borrow to cover damages when unexpected situations arise.
A “money-burning” job
Another notable issue is that Doug can now make a living from his YouTube channel through advertising. However, when he first started, it was almost entirely expenses without income. This means he had to pay for the first videos himself.
Even after becoming well-known, one still has to make both free videos and paid advertising videos (and these videos must be clearly labeled according to regulations).
That’s also why most YouTubers need to know how to film and edit videos before starting their channel.
Some people bitterly say that being a YouTuber is a profession that can make you a millionaire if you start off as… a billionaire. This is quite similar to other “money-burning” professions like racing and golfing.
Doug is someone who is lucky with a high starting point, so he can afford to pay for lodging when he has to review cars for an extended period, cover gas expenses, and repair costs if any. But most other YouTubers will not be as fortunate.
Strong mentality
One more thing that anyone wanting to become a car reviewer YouTuber needs to prepare for is a strong mentality. Once the video is uploaded, there will be many conflicting opinions, even mockery, teasing, or provocation, especially if something is said that is deemed “naive”.
People may criticize your car reviews as incorrect when they have been using the car for decades while you have only been in contact with it for a few days.
The important thing is not who is right or wrong. The internet is a debating environment. Being a YouTuber requires toughness and skill to avoid meaningless arguments with the online community, which can even decrease your video following.
