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She initially gained a massive following on Instagram, which she joined in September 2016 , focusing on modeling shots and short dance videos.

Morning came. Cubbi checked her phone while eating cereal.

The video was six minutes long. It had no intro, no music, and a moment where she accidentally knocked over a cup of glitter, gasped “Oh no,” and left it in the final cut because she didn’t know how to remove it. She titled it: “how to make a simple friendship bracelet (real time, no talking?? wait i’m talking sorry)”

The concept of the First-Mover Advantage in digital media dictates that early entrants into a trending format or niche capture the majority of the market share.

Whether it's entertainment or education, give the viewer a reason to stay.

And Cubbi smiled. “Yeah,” she said. “I think I am.”