The usage of internet has made communication more accessible. With the rise of digital social platforms, the need for communication and displaying oneself online has also increased. The emergence of YouTube, a new online social platform, has also created a new type of communication, where users can create videos for self-promotion and communicating with their audience. This type of communication then carries on in the comment section of the videos. This relationship between a YouTube creator and a viewer is also maintained by Friz, a Polish YouTuber influenced by American creators. By using greetings formulae, anglicisms and deixis, and by expressing self-criticism and joking at his own expense, Friz manages to catch the attention of new viewers and maintain his relationship with his core audience. To examine the linguistic features in Friz' videos, multimodal analysis, discourse analysis, and pragmatics were used. Aside from the linguistic features, paralinguistic features such as body language and facial expressions are used to further his message to the viewers and deepen the relationship to his audience, creating a new type of speech genre, which is only common in users of digital social platforms. Although the role models of Friz are of American origin, he manages to use what is universal in language to successfully attract the Polish audience.