Creator Sessions: Mental Health with Kati Morton – View In 2 | YouTube Advertisers

Creator Sessions: Mental Health with Kati Morton – View In 2 | YouTube Advertisers


STEPHANIE WENDELIN: Hi. I’m Steph, and this is “View
in 2” Creator Sessions, our series interviewing YouTube
creators about the content they make and how
they work with brands. Today we’ll be chatting with
therapist and YouTube creator Kati Morton about educational
content and mental health on the platform. Kati, thank you so
much for coming. KATI MORTON: Yeah,
thanks for having me. STEPHANIE WENDELIN: Can
you tell us a little bit about your channel? KATI MORTON: Yeah. Like you said, I’m a
licensed therapist. And so I have an educational
mental health channel where I talk about everything
from depression, to anxiety, to trauma. Whatever people are
asking, I’m answering it. STEPHANIE WENDELIN: How
did you get started? KATI MORTON: Back
in the day when I was working at an eating
disorder treatment center, I would come home to
my husband every day and complain about the fact that
I had no one to refer out to. Why don’t more people understand
eating disorder treatment? And he had just gone
to a conference where he learned of the
power of YouTube, and the ability to
reach millions of people and educate through
the platform. And he was like, why
don’t you put that online? It’s really a great
way to reach people. And so he started sending
me clips from other creators who were on the
platform at the time. It was like instead
of being one-to-one, like I would in my
therapy practice, now it would be one-to-millions. STEPHANIE WENDELIN: Oh, you had
so much more reach, I’m sure. KATI MORTON: Exactly. It’s been amazing. STEPHANIE WENDELIN:
So your channel focuses on mental health. And it’s therapy, but
it’s also education. I’m curious why you think
that viewers are coming to YouTube as a resource. KATI MORTON: I think it’s
a lot of reasons really. The first is stigma, because
we might be afraid to speak up or to reach out or to ask,
because what could that say about us, or what that
might say about someone that we love or care about. And so in the same
way we go to a site to figure out why
my tooth hurts, or why my elbow does
this weird popping noise, people go to YouTube to find
out why do I feel so sad, or why is it hard to get up. And I think that not having
to tell people in real life, in person-to-person,
face-to-face, gives us a little bit
of leeway to learn more, to understand the verbiage,
and then hopefully be empowered to get the help we need. And so it gives
us that anonymity that can be so important. STEPHANIE WENDELIN:
Anonymity, and then also immediacy probably too. KATI MORTON: Yes, because
what if it’s 2:00 AM? Who are you going to call? STEPHANIE WENDELIN: Yeah,
it’s keeping you up. KATI MORTON: Exactly, exactly. STEPHANIE WENDELIN: And
this is a subject I think, when we talk about
mental health, that is usually pretty clinical. But what I love
about your channel is that you’re able to
take that and make it very conversational and human. You inject humor into it. Why is that so
important do you think? KATI MORTON: I think
it’s really important because it’s more relatable. Like, I can pull myself
into it and make jokes about things I’ve done,
because I’m not perfect. Being a therapist does not
mean you have all the answers. Like, with the connection that
people get through YouTube– because we’re in our
apartments and we’re not overproduced videos– you feel really connected. And I think that that’s going
to be necessary for someone to be able to hear me talk
about mental health, which is such a sensitive topic. You need to feel like
you’re in it with me. STEPHANIE WENDELIN: Yeah. And that’s probably why some of
the collaborations that you’ve done with other YouTube creators
around some of these issues and challenges has
been so successful. KATI MORTON: Yes, of course,
because people look up to YouTube creators. Digital creators are
the modern celebrity, and I think that a
lot of people, when they get real and talk
about, well, yeah, I struggled with
social anxiety so bad, or I had trouble in school, I
was bullied, any of the things they can talk
about, it normalizes other people’s experience. And that makes them
that more relatable and reminds all the viewers
that they’re not alone. STEPHANIE WENDELIN: Yeah. And you’ve had some of these
people like Shane Dawson and Hannah Hart, some
of the YouTube OGs that people really
look up to, and to have them feel very human
and talk about these issues must be really inspiring
and motivating to your fans. KATI MORTON: It is, and
it also helps the channel grow, which is great. Because again, going back
to that original discussion about being able to
reach more people, that just lends to that,
and it grows and grows. STEPHANIE WENDELIN: Yeah. So let’s talk a little bit about
how brands can participate. What’s the best way
for an advertiser to work with a creator like
you who’s covering topics like mental health? KATI MORTON: Yeah, I think
it’s kind of twofold. The first component being,
please watch the content. STEPHANIE WENDELIN:
Get familiar. KATI MORTON: Yes. Get to know me, how I
communicate with my audience, because that will give
you an idea of how we can work together. And then the second component
is, build a relationship. I like to see brand
deals not as a one-off, but more of like a
relationship together so we can find new
ways to work together in the future towards
the same goal. STEPHANIE WENDELIN: I think the
longer-term partnerships where you’re getting to know the
brand are so much more fruitful, because what you’re seeing
is over the course of time, the content gets better,
you’re more flexible together, you’re crafting together, it’s
a collaboration versus a message that’s kind of being forced. KATI MORTON: Exactly. And then it’s more well
received by the audience, because it’s more
authentic to me. STEPHANIE WENDELIN:
And are there types of brands or
categories of advertisers that you think work really
well for your channel? KATI MORTON: I mean,
in the past I’ve worked with mail order
pharmacies or online therapy resources, whether it be an
app or online therapy itself. But I think it’s also important
to think outside the box, that it’s not just that one
niche of health and health care. STEPHANIE WENDELIN: Doesn’t
have to be mental health. KATI MORTON: No. It can be wellness as a
whole, whether it’s travel, thinking like
hotels, or I do yoga as a way to take care
of my mental health. So think yoga mats, or
yoga clothing brands, or yoga retreats. There’s a lot of different
ways to integrate into what I’m already doing. STEPHANIE WENDELIN:
Yeah, focusing on wellness and holistic care. KATI MORTON: Exactly. STEPHANIE WENDELIN: I love that. OK, Kati, last question. It’s about the future. KATI MORTON: Ooh. STEPHANIE WENDELIN: How do
you think that mental health content is going to evolve? KATI MORTON: I think the most
important thing when we’re creating online
content in general is making it easily digestible. And even more than that for
me is making it shareable. Because like we talked
about at the very beginning, the reason people come online
is because of the stigma. So I really want to remove that
so people feel free to share, because again, the
whole goal is instead of me reaching one-to-one,
it’s one-to-millions. STEPHANIE WENDELIN: Reach
as many people as possible. KATI MORTON: Exactly. STEPHANIE WENDELIN:
And what about in terms of other mediums? Are you thinking
about new formats? Are there other things
that are exciting for you as you’re developing? KATI MORTON: As far
as different formats, I’m really looking into
more short films where I can tell a story,
because I think the power– storytelling has a lot of power. STEPHANIE WENDELIN: Yeah. KATI MORTON: People
are able to hear something maybe they
wouldn’t originally have been able to hear. And then, also,
my book came out. STEPHANIE WENDELIN: Yay. KATI MORTON: And that’s
just yet another medium that I can reach
people, especially if people want something to
take tangibly and work on. STEPHANIE WENDELIN: Lots
of different formats. You can have a
content ecosystem. It’s an awesome
way to reach people in different parts
of their lives. KATI MORTON: Yeah, exactly. STEPHANIE WENDELIN: Thank
you so much for coming. KATI MORTON: Yeah,
thanks for having me. STEPHANIE WENDELIN:
And thank you for watching this
creator session. If you enjoyed this episode,
please like and subscribe, and don’t forget to check
out Kati’s channel on YouTube and her new book
“Are u ok?” for more perspective on mental health. Thanks.

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