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Award-winning: 2019 Saliha Özcan wins YouTubes "Golden Camera"
Photo: Gartner / imago images
It all started with a video of a nut braid.
Saliha Özcan wears a pink apron in it, bowls and plates with ingredients are on the table in front of her.
One by one she lifts the containers: flour, sugar, an egg, a quarter of a liter of lukewarm milk.
Butter, yeast, salt.
A “super delicious nut braid,” she explains.
Semi-transparent curtains with a floral pattern let a dim light into the room.
A small spice rack hangs on the wall and a sandwich toaster is next to the stove.
In 2012 she uploaded the video.
At that time Özcan, who grew up as the daughter of Turkish parents about 30 kilometers north of Karlsruhe in Waghäusel, was studying home economics, English and German for teaching.
And without her knowing it, she took the first step towards a future far away from classrooms and chalkboards, towards her own TV show, several books of her own, a deal with one of the largest supermarket chains in Germany and a company with sales in the millions.
From YouTube to the world
Because Saliha Özcan has long been more than just a YouTuber.
From a channel with back videos, Özcan has created a medium-sized company with around 100 employees.
The example of Özcan shows how digital success spills over into the analog world.
Because influencers have long since built their own marketing worlds in which physical goods are inseparable from YouTube streams or Instagram posts.
A world in which content makers find ways to bypass the traditional gatekeepers who otherwise decide which books are written, which products are sold, which collections are marketed.
For Özcan, this path begins on YouTube.
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