We may only be a couple of days into 2018, but we already have our first public apology on the books. That dishonor goes to Logan Paul, a 22-year-old YouTube star with more than 15 million subscribers.

Paul filmed his visit to Aokigahara, a forest near Mt. Fuji in Japan, which has gained notoriety for being the site of hundreds of suicides. The video Paul posted on Dec. 31 on YouTube was titled, “We found a dead body in the Japanese Suicide Forest…” and it was viewed 6.3 million times in the 24 hours after it went live. Paul has since removed the video from the site.

According to New York Magazine, Paul, who included a link to the American Society for Suicide Prevention, introduced the video thusly: “This is not clickbait. This is the most real vlog I’ve ever posted to this channel…I think this definitely marks a moment in YouTube history because I’m pretty sure this has never hopefully happened to anyone on YouTube ever…Now with that said: Buckle the fuck up, because you’re never gonna see a video like this again!”

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Paul has a following made up of predominantly young kids and teens and is best known for comedy sketches, pranks and being the older brother of fellow social media star Jake Paul, who has been in the news recently for offenses ranging from racism, bullying and abuse and property damage, the last of which led to his firing from his Disney Channel series.

Logan Paul’s most recent raft of tweets is akin to watching a dawning of realization and regret in real time. The first, posted at 7 p.m. on Jan. 1, is an announcement of his latest vlog.

new vlog
real life Pokémon Go in JAPAN
?? go ay ??

— Logan Paul (@LoganPaul) January 2, 2018

Dear Internet, pic.twitter.com/42OCDBhiWg

— Logan Paul (@LoganPaul) January 2, 2018

And then there was the final tweet of the trilogy, posted at 11:45 a.m. on Jan. 2, a video message featuring a serious and chagrined Paul front and center.

So sorry. pic.twitter.com/JkYXzYsrLX

— Logan Paul (@LoganPaul) January 2, 2018

So what can you take away from Paul’s experience? First off, it’s always a good practice to have a sounding board outside of your circle to review anything you post online. If do you make a mistake, admit it right away. Don’t hide behind your past successes or what you meant to happen when you took a particular action. Don’t make excuses for your behavior. Make amends until you get it right. And remember that there is a big difference between “I’m sorry you were offended,” and “I’m sorry. I was wrong.”