Fight through the storm. Win the sun. | Liang Du | TEDxMacauUST

The speaker, Lulia, reflects on the year's theme and the concept of endings and new beginnings, comparing it to the transition from day to night and the completion of a tunnel. She shares her journey as a writer and self-director, starting her YouTube channel in 2019. Her initial focus was on creating content that went beyond typical short videos, aiming for depth and lasting value, drawing inspiration from non-fiction works and historical sites. She recounts a significant project called the "Non-Fiction Plan," where she and her team traveled to places like Xinjiang to connect with local communities and historical narratives. They documented their experiences, gathering extensive footage. Despite the creative passion and effort, she admits that at the end of 2024, the company had not made a profit, and their mid-length videos were not performing well in terms of user engagement and advertising revenue. This realization brought about a moment of self-doubt, questioning the meaning and sustainability of content without commercial success. Lulia then pivots to a philosophical reflection on value, suggesting that focusing solely on traffic and commercial metrics can overlook crucial human experiences and historical significance. She proposes a new content strategy, dedicating 60% to shorter, curated content and 30% to deeper, longer-form pieces. The remaining 10% is reserved for interviews with notable individuals from various fields, aiming to provide encouragement and inspiration. She shares an anecdote about interviewing a successful female manager of a large beauty company. This manager, despite facing challenges and doubts, encouraged Lulia to be brave and assertive, likening challenges to attending a banquet. This conversation led to a 20-minute dialogue video that unexpectedly gained significant traction, exceeding a million views. This success reaffirmed Lulia's belief that slower-paced, in-depth content can also find an audience in a world that is becoming more patient. The speaker emphasizes that content should not be reduced to mere numbers but should connect with real people and their experiences. She talks about the importance of balance in life and work, acknowledging that creators often have to navigate between passion projects and commercial realities. Lulia introduces the concept of "fulcrums" in life – multiple points of support that create stability. These can include strong family relationships, friendships, hobbies, or even pets. These fulcrums, she explains, form a network that can catch individuals during difficult times, preventing them from being overwhelmed by failures or setbacks. In conclusion, Lulia encourages her audience not to be afraid of making choices and to embrace their unique paths, asserting that true beauty lies in forging one's own way. She reiterates the theme of endings leading to new beginnings, drawing parallels to the cessation of rain, the dawn after night, and the end of every tunnel, ending with a message of hope and gratitude.