Before O'Neil Thomas had millions of followers, he had a third-grade Christmas production and a serious case of stage fright.
But the nerves didn’t last past curtain call. Watching family members, faculty, and staff stand and applaud, he knew he wanted to keep performing. "I felt something really warm in my heart," Thomas tells Mashable. "I was like, 'I think this is something I want to do for the rest of my life.'"
By high school, he was studying performing arts, writing scripts, and filming YouTube sketches between classes and auditions. And as new platforms arrived, he kept finding new places to perform, learning what audiences responded to and how his comedy could work differently on each app.
Over the past decade, Thomas, 29, has grown his audience to more than six million across social media platforms, with fans following his social commentary, comedy sketches — like his YouTube series Shady Family — and viral recreations, including his take on Beyoncé's Grammy-award-winning album Cowboy Carter's cover art (which earned a shoutout from her team). But his latest project brings that work back to the passion that started it all: acting.
His vertical "microdrama", the 7:33 minute Investigator, Investigator, was selected for New York's inaugural Alza Film Festival, held Oct. 16–18, where he also joined a conversation aptly titled "What Does Creator Even Mean" to discuss the increasingly blurred lines between creators, filmmakers, actors, and producers, especially as the vertical series boom is getting bigger.
For Mashable's Creator Playbook, Thomas sat down with deputy editor Olivia Tauber ahead of the festival to explore his beginnings as a performer, how he brings an actor's approach to content creation, the comedians who inspire him, and how he gives viewers a reason to keep coming back.
Mashable: You started out as an actor before becoming a creator. What drew you to acting, and how did that transition happen?
O’Neil Thomas: Honestly, it all started in the third grade. That’s when I found my calling for acting. I was in our first-ever Christmas production, and it was my first time ever onstage. I was terrified when I was first doing it.
But something about doing the lines, getting off the stage, and then, at the end, for curtain call, where all the cast and crew are on the stage, and I see all the family, the faculty, staff just standing up and clapping — I felt something really warm in my heart. I was like, "I think this is something I want to do for the rest of my life."
Ever since that moment, I just went full-fledged into learning about comedy and acting, sketch comedy and everything. When I got into high school, I went there for performing arts. Whenever I wasn’t auditioning or in classes, I was just putting myself on camera. So I kind of learned the ropes as I went along.
I’d write my own little scripts and make my own little YouTube sketches, and just really enjoyed doing that. Over time, as more apps came to grow, I kept finding myself on a new platform, really testing it out and learning how to write my own stuff.
From YouTubers and TikTok stars to streamers and podcasters, Mashable talks to creators about how they built their platforms, the gear they swear by, and the trends they see coming next.
What did you learn about making content for different platforms?
I learned that each platform has its own purpose, which I do love, because you don’t want different platforms to all serve the same way.
I like to credit my previous work on other platforms, like Vine and YouTube growing up. I really learned to study the algorithm and study what the audience is saying in the comment section. From there, I can learn, okay. This short-form works best on this platform. This long-form works best on this platform.
It’s a really fun challenge. One of my series that’s really popular now is a short-form series, Shady Family, but I’ve been able to transition it into a full-fledged, long-form episodic series.
I think that’s definitely something I've learned while cross-posting. Each thing has its own purpose, and once you know how to reach your audience and meet them where they are, you’re good.
Take me through your creative process.
It depends on the day, the week, the planning. There are some times that I do fully strategize and execute, like, here’s this episode that’s going to release this day, this week, this month. I have that scripted series that I take more time to nurture and really grow.
Then there’s also the occasion where I’m scrolling, and something really funny is going on. There’s a really funny conversation happening, and I want to throw my hat into the race.
When it comes to my scripted stuff, I really have to sit down in my own writers' room. I’m on my laptop somewhere in my house, and I break it down into an outline. What’s the overall story that I want to tell for this episode, and how do I see myself from start to finish?
From there, I’m able to put in some jokes. I love writing the jokes in real time because I’m able to test it out. I kind of know how it’s going to respond, so I’m able to add a joke in, take something out. Maybe it’s not working well, or maybe this one isn’t the right time for it.
It’s more of a full-fledged showrunner process when it comes to my scripted stuff. I can just pop my camera in front of my face and press record [for other videos].
Are there comedians, actors, or creators who inspire you?
Honestly, I want to say it kind of changes. But as of right now, Druski is a huge one. I love Druski’s commitment to his craft, and it’s something that I find really admirable, especially in the social landscape that we’re in.
He’s someone I can really admire, who can take my concept to the next level and hire a whole production company for it.
Quinta Brunson is also a huge role model for me because she’s able to navigate the social landscape and transition into the traditional TV space, which I absolutely love. I love the writing styles. I love their comedy, and I’m really inspired by them, for sure.
Building an audience is one thing, but getting people to stick around is another. What do you think has helped you do both?
I feel, number one, it’s how I show up on the platform, and I show up as authentically myself.
I think we’re in an age now where a lot of people do want to try this, and they see the success behind it. We’re still in the really scary world of perception, and I do not care about being perceived at all.
I think that resonates really well with my audience. They love seeing me whenever I show up. I can see a trend and add my own funny twist to it to really make it my own.
They say that they see a lot of themselves in me. It also makes me feel like that’s another good reason why they want to stick around, just to see what else I’m up to, what else I’m creating, and what else I’m doing.
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