The enterprise behind Pointless Innovations’ hundreds of thousands of followers

On the dance flooring on the Webby Awards in 2023, a really dapper man in a refined paisley swimsuit got here as much as me with an enormous smile and stated “I like your content material.” It’s at all times good listening to that somebody likes your work, however I’d by no means heard it from somebody with an web presence fairly like his. It was Matty Benedetto of Pointless Innovations, a creator who has amassed hundreds of thousands of followers throughout nearly each social community by making and displaying all kinds of unusual, eccentric, and perplexing devices to enhance our every day lives.

As I stated thanks and tried to not blush, I yelled to Matty that I used to be attempting to launch a video sequence about creators and “possibly we might hyperlink up.” Over a yr later, I discovered myself within the coronary heart of Burlington, Vermont, the place Matty lives and works, prepared to listen to how his movies come collectively.

As I walked into Matty’s sprawling studio, I used to be struck by the sheer quantity of distinctive issues. There was a wall of 3D printers, an assortment of Supreme collector gadgets, cabinets of digicam gear and onerous drives, and naturally many Pointless Innovations.

These innovations are what Matty describes as distinctive options to first-world issues. They vary from a pair of glasses with built-in sponges that take in tears to a funnel that catches falling components from a burrito and neatly kinds it right into a taco beneath. It’s these humorous creations which have saved people returning repeatedly to Matty’s movies for the final 5 years and helped him construct a profitable enterprise as a creator.

On this first episode of my new video sequence that profiles web creators, I spend a complete day with Matty to determine how he makes his innovations and the way he makes a residing from posting about them. As a result of, as a lover of YouTube, I’ve at all times puzzled how particular person people can flip the making of foolish movies right into a full-time job. Tune in to the video above to be taught extra about Matty’s course of, and let me know who you need me to profile subsequent!