Mark Rober just concluded the latest iteration of “Camp CrunchLabs,” a 12-week science-focused virtual summer camp for ages 8-12. In its second year, the camp has scaled into one of the most sustainable and interesting creator-business models online.

The camp’s funnel is spread among three platforms:

Netflix hosts an 8-part Camp CrunchLabs series showcasing space-themed experiments and at-home challenges.

YouTube is home to Rober’s free weekly challenges. Families submit videos, competing in a sweepstakes to meet Rober at CrunchLabs.

And the Build Box subscription ships Rober’s build kits weekly through camp, then monthly after.

Each segment seamlessly segues into the next, routing audiences through the loop from where they entered.

Mark Rober isn’t just any other YouTuber who landed a Netflix deal.

Rober turned his Netflix partnership into an independent system that scales itself.

Netflix supplies the reach, YouTube converts that reach into participation, and the subscription translates participation into revenue.

The free challenges are natural referrals by themselves, as when a kid records a googly-eyes slo-mo and posts it online, they’re indirectly advertising Camp CrunchLabs to their family, friends, and peers.

Rober’s genius has made one customer’s last move the entrance point for the next customer.

Mark Rober’s “Camp CrunchLabs” has proved participation is far more effective than reach.

An online ad or poster is quickly forgotten. A kid’s submitted video, however, is evergreen, trusted, and a powerful recruitment engine for the people close to them.

So stop only giving your audience something to watch. Give them something to do.

Loyalty compounds when people have skin in it. You remember the thing you made, not the thing you scrolled.