Who is Matthew Santoro?

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Matthew Santoro: Sharing Myths, Mental Health, and Meaning on Social Media

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Matthew Santoro is a Canadian content creator known for his signature countdown videos focused on strange history, obscure facts, and supernatural topics. He built his career on YouTube, where he amassed over 5.9 million subscribers through titles like “10 Creepiest Unsolved Mysteries” and “10 Bizarre Facts You Didn’t Know.” His delivery style combines animated expressions with sharp editing, making complex or eerie subjects feel digestible and entertaining. His voiceover tone and quirky enthusiasm became key trademarks of his brand.

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Beyond entertainment, Matthew frequently speaks about mental health, often weaving personal experiences into his video outros or Instagram captions. He’s been transparent about overcoming depression, using his platform to encourage healing and self-awareness in his community. This openness has earned him respect from fans who value his mix of education and vulnerability. His Instagram feed often features affirmations or reflective quotes alongside his content updates.

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Matthew’s content avoids current events and politics, focusing instead on timeless curiosities and mythological phenomena. His visual branding—dark-themed thumbnails, bold fonts, and facial reactions—has remained consistent over the years, contributing to long-term viewer recognition. He avoids controversy, ranking as “Very Safe” in content evaluation, and keeps his messages uplifting even when discussing paranormal or unsettling topics. His brand is built on consistency, curiosity, and connection.

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He has collaborated with companies like ExpressVPN, YouTube Originals, and Twitch, often integrating sponsorships into his YouTube intros or mid-rolls. While other creators chase trends, Matthew focuses on structured narratives and scheduled uploads, posting daily at 7 PM EST. His audience spans both curiosity seekers and wellness-focused viewers—an unusual but effective mix. This blend of education, entertainment, and empathy defines his decade-long digital career.

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An Influencer Active on Social Media

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Matthew Santoro is active primarily on YouTube and Instagram, with inactive TikTok and X accounts, and a minor presence on Twitch.

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Matthew's Social Media Strategy Analysis

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YouTube: The Core of Myth and Madness

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Matthew Santoro’s YouTube strategy is anchored in educational storytelling through countdown videos. His content centers on bizarre facts, obscure events, and paranormal themes delivered with animated voiceovers and exaggerated facial expressions. He consistently publishes 22+ videos per month, following a tight 7 PM EST upload schedule that reflects his long-form content discipline. His channel is optimized for evergreen views, not trends, ensuring longevity for each upload.

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His videos are often structured with compelling titles like “10 Creepiest…” or “Top 10 Scariest…” designed to hook viewers immediately. The thumbnails follow a proven formula: bold fonts, saturated colors, and surprised facial expressions to drive curiosity clicks. He avoids face-cam rants or overly personal vlogs, keeping his focus on thematic consistency. This approach caters to fans who value structure, predictability, and storytelling rhythm.

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Engagement per video remains steady despite a modest 0.02% engagement rate, supported by a strong loyal following. Each upload typically receives 29.7K views, showing that fans return regularly without needing constant community prompting. Rather than chase high-comment volume, Matthew optimizes for watch time and click-throughs. His tone remains enthusiastic but not chaotic, ideal for educational binge sessions.

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He ranks in the Top 1% of YouTubers in Canada and Top 13 in Magic & Paranormal Canada, proving he still dominates the niche. Brands like ExpressVPN and YouTube partner with him for high-retention, long-form sponsorships. He has maintained relevance without radically changing his format—an uncommon feat among creators with over a decade of uploads.

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• Username: @MatthewSantoro
• Influence Score: 82.2/100
• Followers: 5.9M
• Activity: 22.4 videos/month
• Engagement Rate: 0.02%
• Growth: 0%
• Average Engagement: 1.4K
• Posting Habits: Everyday at 7 PM EST

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Instagram: Personal Growth Meets Curiosity

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Matthew uses Instagram as a softer extension of his content, blending reflective quotes, personal moments, and snapshots from creator events. Posts like his visit to Netflix’s Stranger Things HQ show how he aligns branded experiences with fan-favorite genres. His 4 PM EST posting time supports a wellness-focused cadence, often paired with sunrise captions or motivational affirmations. Unlike his YouTube content, his Instagram presence leans into emotional vulnerability.

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He averages 3 posts per month, maintaining quality over quantity. Engagement is centered around image comments and short-form affirmations, often resulting in over 1.1K interactions per post. These updates allow followers to connect with him outside the dark, eerie YouTube themes. While not high-volume, his posting cadence feels intentional and community-focused.

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Instagram also serves as a signal booster for mental health transparency. He has publicly shared struggles with depression and burnout through Stories and feed captions, creating a safe space for like-minded viewers. These messages are typically paired with selfies, nature shots, or behind-the-scenes setups. The balance of light imagery and heavier truths gives the platform a distinctive tone.

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Though his engagement rate is 0.43%, Matthew ranks in the Top 25% of Instagram creators in Canada, confirming audience loyalty. He does not overuse hashtags or filters, and his grid features minimal brand integration—mostly through event participation or passive tagging. His visual consistency, built around quiet reflection, matches his mental wellness themes rather than his YouTube persona.

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• Username: @matthewsantoro
• Influence Score: 74.5/100
• Followers: 264.1K
• Activity: 3 posts/month
• Engagement Rate: 0.43%
• Growth: -0.48%
• Average Engagement: 1.1K
• Posting Habits: Everyday at 4 PM EST

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X (Twitter): Dormant But Still Searchable

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Matthew’s Twitter (@matthewsantoro) once served as a hub for sharing video drops, brief affirmations, and light community engagement. With 394.1K followers, the account had scale, but it’s now inactive, with no tweets in over a year. The platform once mirrored his mental health themes through pinned quotes and follower interactions. His tweets reflected gratitude, reflection, and occasional content teasers.

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His content was never designed for rapid-fire discourse or trending debates, which made long-term Twitter growth unsustainable. As the platform became increasingly real-time and opinion-driven, Matthew’s carefully constructed tone felt out of place. He chose not to adapt his message style to fit X’s changing dynamic, instead doubling down on YouTube and Instagram.

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• Username: @matthewsantoro
• Influence Score: 8.5/100
• Followers: 394.1K
• Activity: 0 tweets/week
• Engagement Rate: 0%
• Growth: -0.09%
• Average Engagement: 0
• Posting Habits: Once a year at 2 PM EST

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TikTok: Bizarre Facts, Now on Pause

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Matthew’s TikTok strategy once centered around high-speed delivery of oddities and creepy facts in under 60 seconds. His face-driven content mimicked the YouTube format but trimmed to vertical edits, featuring zoom-ins, text overlays, and high-contrast visuals. These short skits carried the same mythological and bizarre topics his audience expected, making TikTok a compact version of his long-form expertise. His delivery was brisk but never overwhelming—scripted and polished, not reactive.

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Despite building a follower base of 943.5K, Matthew has not posted on TikTok for over 9 months. This inactivity has dropped his engagement rate to 0%, and his growth is currently at -0.16%. Though dormant, his past videos still circulate via reposts and fan edits, showing that the content still resonates even without regular uploads. His vertical format remains compatible with platform behavior, but the lack of updates affects performance.

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• Username: @matthewsantoro
• Influence Score: 8.2/100
• Followers: 943.5K
• Activity: 0 videos/week
• Engagement Rate: 0%
• Growth: -0.16%
• Average Engagement: 0
• Posting Habits: Once a year at 8 AM EST

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Twitch: Light Engagement, Brand Presence

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Matthew’s Twitch account (@matthewsantoro) has a follower base of 49.7K, despite having no consistent streaming schedule. The page has been tagged in partner collaborations, suggesting that previous streams may have been limited to brand activations or themed events. Unlike his scripted YouTube content, Twitch would allow for unscripted engagement, but he hasn’t pursued that format. The profile exists more as a digital asset than an active creator space.

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What sets Matthew apart is his potential to turn educational content into interactive Q&A formats, especially around mythological or historical topics. His knowledge depth would translate well into live breakdowns of conspiracy theories or “debunking” streams. Fans already familiar with his YouTube tone might appreciate the unscripted, off-the-cuff delivery possible on Twitch. However, this opportunity remains untapped.

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His branding across platforms is visually unified, and Twitch is no exception—featuring the same profile photo, username, and color palette. This ensures brand continuity even if content is absent. While Twitch isn’t part of his main engagement loop, it adds credibility during partnership listings, especially when cross-tagged by brands like Twitch or ExpressVPN. Its presence suggests strategic positioning more than active community building.

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The platform has shown +0.24% growth despite inactivity, indicating slow but consistent organic visibility. His audience likely overlaps with fans from YouTube looking for live experiences that haven’t been delivered. As it stands, Twitch remains a secondary, dormant channel with minimal time investment. If reactivated with structured streams around his paranormal themes, it could add live-view value to his otherwise edited ecosystem.

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• Username: @matthewsantoro
• Influence Score: Not scored
• Followers: 49.7K
• Activity: 0 videos/week
• Engagement Rate: N/A
• Growth: +0.24%
• Average Engagement: N/A
• Posting Habits: No recent activity

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Matthew Santoro’s Social Media Influence Summary

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Matthew Santoro holds an Favikon Influence Score of 8,613 points, placing him at Level 3. He ranks in the top 1% on YouTube Canada, Magic & Paranormal Canada, and Paranormal & Horror Worldwide. These rankings highlight his authority in educational mystery content and his strong, genre-focused digital presence.

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Learn more about the Favikon Methodology here

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Content Strategy: Myth Meets Mental Health

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Matthew’s content stands out for combining curiosity and care. He delivers mythological trivia, conspiracy lists, and unexplained histories alongside moments of emotional clarity. This balance makes his content not just entertaining—but comforting. He avoids politics entirely (rated “Minimal”) and focuses on Cheerful, Very Safe storytelling. His voice is structured, but not sterile—offering digestible education in a format that feels personal. Mental health quotes are often embedded within countdown videos or written as video outros, which further personalizes his niche.

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Reachability and Partnerships

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Matthew Santoro is most reachable through YouTube comment sections and Instagram DMs, where he occasionally responds to viewers or acknowledges community feedback. He does not actively promote a business email or linktree, suggesting inbound outreach is filtered through public platforms. Brands he’s worked with, like ExpressVPN, were visibly tagged in YouTube intros or pinned comments. His Instagram replies are selective and usually tied to posts about mental health or creator events.

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Despite having large followings on TikTok and Twitter, Matthew hasn’t used those channels for engagement in nearly a year. Twitch is inactive, and no newsletter or direct contact form is linked across his bios. This limits his visibility for inbound sponsorships, making his Instagram bio and YouTube video descriptions the most likely access points. His pricing sits at $10K per post, reflecting his long-form content value and high trust from long-time followers.

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Conclusion: Sustaining Curiosity and Connection Through Consistent Storytelling

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Matthew Santoro has carved a long-standing role in digital entertainment by fusing curiosity with kindness. From paranormal videos to affirmational Instagram captions, his content is built to teach and uplift. With strong performance on YouTube and a renewed focus on mental wellness, he remains a valuable creator for brands and communities alike. Whether he’s listing ancient legends or reminding followers to care for their minds, Matthew continues to be a trusted voice in the educational entertainment space.

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