Creator media kit · @willnotstart
Automotive stories.
Real audience.
Will creates enthusiast-first automotive content built around obscure cars, honest wrenching, and stories people actually want to follow.
Insights refreshed dailyLast refresh August 31, 2026 · 12:15 PM ET
Total community20.6K
Why this audience matters
Built to travel beyond the feed.
Will's value is not passive scale. It is a concentrated enthusiast audience that sends interesting cars to friends, saves products and stories, and actively debates what brands launch next.
830K views from an 11.7K Instagram following in the latest 30-day sample.
Shares and saves as a portion of all interactions — not passive likes.
A concentrated adult audience of active automotive enthusiasts.
With New York, Boston, and Los Angeles among the top city clusters.
Best fit
OEM launchesParts + tiresRare + heritageDealers + marketplacesEvents + experiences
Detailed platform metrics.
01Instagram
11.7K followers830K 30-day viewsView metrics
Instagram · Last 30 days
What the audience is doing now.
Connected data via Windsor.aiAug 1 – Aug 30, 2026
830KViews
52KInteractions
39.6KLikes
4,376Shares
2,430Saves
567Comments
852New followers
10.2KAvg. daily reach
1,732Avg. daily interactions
Instagram benchmarks
Performance and audience.
Pillar · Instagram verifiedUpdated August 29, 2026
12.9%Avg. engagement
1.4KAvg. likes / post · 30d
43.3Avg. comments / post · 30d
16.3KAvg. likes / post
151.9KAvg. reach / post
99.3Avg. comments / post
325.5KAvg. daily reach
14.7MEst. impressions
Age distribution
65% are 18–34.
Gender split
Enthusiast-heavy.
Among audience members with specified gender data.Top markets
52% United States.
02YouTube
3.7K subscribers784.3K total viewsView metrics
YouTube
YouTube
Longer stories. Intentional viewers.
Pillar · YouTube verifiedUpdated August 29, 2026
3.7KSubscribers
784.3KTotal views
22Videos
784.3KTotal impressions
Age distribution
Gender split
Top markets
03Facebook
5.2K followers20 tracked postsView metrics
Another 5.2K car people.
Pillar · Facebook verifiedUpdated August 29, 2026
5.2KFollowers
12Shares
20Posts
12.0Avg. shares / page
20.0Avg. posts / page
0.2%Engagement rate
A new channel, not a new creator
Early-stage access. Proven execution.
@willnotstart is still early, but the creative operating system behind it is not. After nearly four years producing high-quality automotive content at scale, Will is building his own audience with a sharper point of view and the experience to deliver for brands from day one.
11.7KInstagram followers
830KViews · latest 30 days
For brands, this is the early-partner window: more access, more room to shape the work, and established execution before the audience fully catches up.
Selected collaborations
Brands already in the passenger seat.
BMW USA
FCP Euro
Hagerty
Continental
Red Bull
Q Car CareWhere the experience was built
Captain Crankshaft
Will joined Captain Crankshaft near the beginning of its breakout and worked across the full content engine: editing short- and long-form automotive stories, presenting on camera, and helping manage the brand relationships that funded bigger ideas. The growth belongs to the whole team; Will's role connected the creative work, the audience, and the commercial side of the channel.
Visit Captain Crankshaft ↗1.6K → 910KYouTube subscribers+908K · about 565× the starting audience
243K → 619.7MYouTube lifetime views+619.5M views during the period
436KInstagram followersPublic snapshot · August 2026
508KTikTok followersPublic snapshot · August 2026
Sources and context
Latest public platform snapshots, dated after Will's June 2026 departure and shown as context rather than growth attributed solely to his tenure. By 2025, a Captain Crankshaft team member described the network as reaching more than 1.5 million people across the major platforms.
Let's make something good
