Will Jones
Luc Boulch, known online as NotLuc, is a digital media entrepreneur and content strategist from Montreal who has spent more than a decade studying what makes content go viral. He first gained recognition after building a gaming brand with more than one million followers and growing it to multiple six figures in revenue at just 15 years old.
Since then, Luc has helped creators generate billions of views across YouTube, TikTok, Instagram, and Snapchat through audience retention, storytelling, and analytics-driven growth strategies. Throughout his career, he has overseen more than 25 Snapchat shows, including five of the platform’s Top 10 shows, generating approximately 400 million monthly views and adding nearly one million subscribers every month.
Luc’s work has also extended to some of the internet’s most recognizable personalities, including Sketch and NLE Choppa. As Chief Content Officer of Fixated, he helped direct a creator ecosystem that reached more than five billion monthly views at its peak.
For someone who built his first audience before he was old enough to drive, the fundamentals of content creation have remained surprisingly consistent, even as technology has changed.
“Most people fail at social media because they don’t stay consistent in the early stages,” Luc says. “If you post a video, look at the analytics, improve one thing, and then post again, you can repeat this process until you get a video that goes viral.”
In his experience, creators frequently overcomplicate social media success. Instead, Luc encourages them to trust what their analytics are telling them.
“If there is a drop in your retention graph four seconds into a video, it means people left because of something they saw at that exact moment,” he explains. “Maybe it’s the hook, the pacing, the editing, the storytelling, or the script. Fix one thing and test again.”
Luc refers to this approach as the “iteration cycle,” a process of continuously creating, measuring, and improving content over time. He believes creators who upload consistently and refine their work after every video can make progress much faster than they expect.
Artificial intelligence has become another important part of his philosophy. Luc believes AI is fundamentally changing content creation by lowering the barriers to entry for aspiring creators.
“AI is completely flipping everything on its head,” he says. “It is now easier than ever to produce content. AI can write scripts, create voiceovers, generate visuals, and even analyze audience retention, often better than a human can.”
He adds that creators who embrace these technologies rather than fear them will be best positioned to succeed in the years ahead.
Luc’s methods have already produced measurable results. In one publicly documented experiment, he guided a creator through launching the YouTube channel Pushing Positivity. Over a 90-day period, he provided direction on strategy, ideation, scriptwriting, editing, and analytics. Today, the channel has grown to approximately 188,000 subscribers and accumulated more than 310 million views.
In another case study, Luc demonstrated how creators could adapt proven content formats while adding their own perspective. Just 34 days after launching the YouTube channel Stoni, it had surpassed 100,000 subscribers. The channel has since grown to more than 754,000 subscribers.
Luc has taken this philosophy into his newest venture, Viewmax, an AI video platform he co-founded in 2025 that has grown to more than one million users. Some creators using its tools have gone from zero to more than 100,000 subscribers by following structured storytelling frameworks and maintaining consistency.
Despite his enthusiasm for emerging technologies, Luc remains convinced that authenticity will continue to distinguish successful creators from everyone else.
“No matter how good AI gets, people will still want genuine human connection,” he says. “You need to lean into the things that make your content special and not become robotic.”
Looking ahead, Luc believes the creator economy is entering its most transformative period yet. As AI continues to evolve, creators who remain adaptable, curious, and authentic will have the greatest opportunity to thrive.
For aspiring creators, his advice remains remarkably straightforward.
“Keep posting. Study your analytics. Improve one thing at a time, and don’t quit,” Luc says. “If you’re willing to learn and adapt, you’ll be bigger in the next five years than you could ever imagine.”
For Luc, the formula has always been simple: keep creating, keep learning, and let the results speak for themselves.