13 Years of YouTube Knowledge in 46 Minutes
Summary
TLDRDieses Video bietet ein umfassendes Sieben-Schritt-Konzept für Neulinge, die einen eigenen YouTube-Kanal starten möchten. Mit 13 Jahren Erfahrung teilen die Macher Tipps von Filmstil über Datenverfolgung bis hin zur Erstellung von Kurz- und Langformat-Videos. Sie erklären, wie man ein Publikum gewinnt, die Bedeutung von Titeln und Thumbnails und wie man durch die Veröffentlichung, Bearbeitung und Wiederholung von Videos einen Kanal wachsen lässt. Zusätzlich gibt es eine Verlosung eines MacBook Air und Ratschläge zur Netzwerkaufbau, die auf dem Motto basiert: Mach etwas Großartiges, und das Netzwerk wird automatisch entstehen.
Takeaways
- 🎮 Die 'Super Mario Effect' bedeutet, aus Fehlern zu lernen und nicht aufzugeben, ähnlich wie in Videospielen, bei denen man aus Fehlern lernt und erneut versucht.
- 💼 Bevor man einen YouTube-Kanal startet, sollte man sicherstellen, dass die Finanzen gedeckt sind, um das Experimentieren ohne finanziellen Druck zu ermöglichen.
- 🎯 Es ist wichtig, zu verstehen, was man mit dem YouTube-Kanal erreichen möchte, ob es um Geld, mehr Freizeit oder neue Erfahrungen geht.
- 🔍 Eine gründliche Nichenanalyse ist notwendig, um zu verstehen, wie man im Bereich erfolgreich sein kann, in dem man sich auf YouTube positionieren möchte.
- 📝 Schreiben Sie 100 Titelideen, um eine Vielzahl von Inhalten zu haben, aus denen Sie auswählen können, und um die Kreativität zu fördern.
- 📈 Finden Sie eine Methode, um Ihre Ideen zu testen, bevor Sie sie in Form von Videos umsetzen, um herauszufinden, ob sie Resonanz finden.
- 🎥 Eine schlanke Film- und Produktionsweise ist entscheidend, um den Prozess des Erstellens von Videos zu erleichtern und zu reproduzieren.
- ⏳ Verfolgen Sie Metriken wie Klick-Durchschlagsrate, die Anstreichung in den ersten 30 Sekunden und die durchschnittliche Video-Wiedergabezeit, um zu verstehen, wie gut Ihre Videos funktionieren.
- 🔄 Wiederholen Sie den Prozess des Filmens, Bearbeitens, Hochladens und Optimierens, um kontinuierlich Verbesserungen in Ihrem Kanal zu erzielen.
- 📚 Die Bedeutung von Titeln und Thumbnails kann nicht genug betont werden, da sie entscheidend sind, um die Klickrate und damit die Reichweite Ihres Videos zu steigern.
- 🌐 Schaffen Sie großartige Inhalte und Ihr Netzwerk wird sich von selbst bilden, anstatt sich zu konzentrieren auf das Networking von vornherein.
Q & A
Wie hoch ist die Quote der Erwachsenen, die ihre Arbeit aufgeben würden, um einen YouTube-Kanal zu starten?
-54% der Erwachsenen würden ihre Arbeit aufgeben, um einen YouTube-Kanal zu starten, wie es im Skript erwähnt wird.
Was ist der 'Super Mario Effect', auf den sich das Skript bezieht?
-Der 'Super Mario Effect' ist ein Konzept, bei dem man aus Misserfolgen lernt, ähnlich wie in Videospielen, in denen man aus Fehlern lernt und sofort wieder versucht, anstatt aufzugeben.
Welche Bedeutung hat die finanzielle Absicherung für jemanden, der einen YouTube-Kanal startet?
-Die finanzielle Absicherung ist entscheidend, damit man YouTube ohne Druck, es zur Hauptbeschäftigung zu machen, ausprobieren kann und Zeit zum Wachsen hat.
Was bedeutet es, einen YouTube-Kanal auf der Grundlage des 'Super Mario Effect' zu starten?
-Es bedeutet, die Herausforderungen des YouTube-Erfolgs zu verständigen und zu gamifizieren, um mehr zu lernen, Erfolge zu haben und dabei Spaß zu machen.
Welche Bedeutung haben Titel und Thumbnails für die Performance eines YouTube-Videos?
-Titel und Thumbnails sind entscheidend für die Attraktivität des Videos und beeinflussen den Klick-Durchschnitt, da sie die Neugier der Zuschauer wecken und sie dazu animieren, das Video zu starten.
Was sind die wichtigsten Daten, die man verfolgen sollte, um zu verstehen, wie gut ein neuer YouTube-Kanal abschneidet?
-Man sollte den Klick-Durchschnitt, die Zuschauerquote der ersten 30 Sekunden und die durchschnittliche Ansichtsdauer verfolgen, um zu verstehen, ob die Videos die Erwartungen der Zuschauer erfüllen und ob sie Interesse wecken.
Wie kann man sicherstellen, dass man für einen YouTube-Kanal aussagekräftige Ideen hat?
-Man sollte 100 Titel entwickeln und diese dann auf 30 reduzieren, um die besten Ideen für Videos zu haben, die dann in die Produktion gehen können.
Was ist der Vorteil des Erstellens von Kurzvideos (Shorts) auf YouTube?
-Kurzvideos sind eine gute Möglichkeit, um zu testen, ob Ihre Ideen Resonanz finden, und sie helfen, die Zuschauer aufzufordern, sich zu abonnieren, bevor Sie sich auf längere Formate konzentrieren.
Welche Rolle spielt die Pre-Produktion bei der Erstellung eines YouTube-Videos?
-Die Pre-Produktion ist entscheidend, um das Video effizient und ohne Komplikationen zu erstellen. Sie beinhaltet das Schreiben eines Skripts, das Entwickeln von Ideen und das Planen der Aufnahmen.
Wie kann man sicherstellen, dass ein YouTube-Video die Erwartungen des Publikums erfüllt?
-Indem man einen guten Titel und Thumbnail hat, die Neugier wecken, und dann im Video selbst mit einem klaren Anfang, einer fesselnden Mitte und einem überzeugenden Ende aufbaut, das die Erwartungen bestätigt und neue Fragestellungen aufwirft.
Was ist die empfohlene Länge für YouTube-Videos, um gut in den Algorithmus und die Viewing-Gewohnheiten der Community zu passen?
-Die empfohlene Länge liegt bei 20 Minuten oder mehr, da längere Watch Times von YouTube belohnt werden und die Zuschauer auf Connected TVs längeren Content konsumieren.
Wie kann man die Wirksamkeit eines Videos messen, nachdem es hochgeladen wurde?
-Man kann die Wirksamkeit messen, indem man die Klickrate, die Zuschauerquote der ersten 30 Sekunden und die durchschnittliche Ansichtsdauer verfolgt, um zu sehen, wie gut das Video die Zuschauer erwischt und wie lange sie es ansehen.
Welche Rolle spielt die Nichteinmischung in die YouTube-Community und die Schaffung von Netzwerken für einen Creator?
-Die Nichteinmischung und der Fokus auf die Kreation großartiger Inhalte ermöglichen es dem Creator, sich selbst zu etablieren und ein Netzwerk zu schaffen, das automatisch zu ihm gravitiert, wenn die Qualität des Inhalts hoch ist.
Was ist der Schlüssel zum Erfolg bei der Einrichtung eines YouTube-Kanals, wie es im Skript dargestellt wird?
-Der Schlüssel zum Erfolg liegt in der gründlichen Vorbereitung, der Entwicklung vieler Ideen, der sorgfältigen Planung der Inhalte, der kontinuierlichen Verbesserung der Titel und Thumbnails und der Beobachtung wichtiger Metriken, um den Kanal zu optimieren.
Outlines
🎥 YouTube-Kanal Start-up
Der erste Absatz spricht über die Herausforderungen und den Prozess, einen YouTube-Kanal zu starten. Es wird ein Sieben-Schritt-Ansatz vorgestellt, der von Filmstil bis hin zu Datenverfolgung alles umfasst, was für YouTube wichtig ist. Die Diskussion umfasst auch die Bedeutung der Interaktion mit der Zielgruppe und wie man einen Gewinnspiel-Macbook Air gewinnt.
🎯 Erfolgsdefinition und Optimierung
In diesem Absatz geht es darum, zu verstehen, was man mit dem YouTube-Kanal erreichen möchte, ob es um Geld, mehr Freizeit oder Erfahrungen geht. Es wird betont, dass man seine Ziele greifbar machen und dann anhand der Analyse der Branche und der Zielgruppe einen Wertvorteil identifizieren sollte, um einzigartig zu sein.
🔍 Niche-Analyse und Wertvorteil
Der dritte Absatz konzentriert sich auf die Durchführung einer Niche-Analyse, um zu verstehen, wie man anders sein kann und welchen Wert man der Community bietet. Es wird empfohlen, eine Sammlung von Thumbnails, Kommentaren und Skripts zu erstellen, um die Erwartungen und Bedürfnisse der Zielgruppe zu verstehen.
📝 Ideenfindung und Titelentwicklung
In diesem Absatz wird die Wichtigkeit von Ideen und Titeln für die Erfolgsquote eines YouTube-Kanals betont. Es wird empfohlen, hundert Titel zu schreiben und diese dann auf 30 zu reduzieren, um die besten Ideen zu haben. Auch die Verwendung von AI-Tools zur Unterstützung bei der Ideenfindung wird erwähnt.
📋 Testen von Ideen und Feedback
Der fünfte Absatz beschäftigt sich mit dem Testen von Ideen und dem Sammeln von Feedback, um herauszufinden, ob die Ideen Resonanz finden. Es wird erwähnt, dass man Ideen in seinem sozialen Umfeld oder in Online-Communities testen sollte, um zu sehen, ob sie Anklang finden.
🎬 Filmen, Bearbeiten, Hochladen, Wiederholen
Der sechste Absatz behandelt die Produktion von Videos, einschließlich Vorproduktion, Drehbuch, Aufnahme und Bearbeitung. Es wird betont, dass man einen Lean-Stil haben sollte, um den Prozess zu erleichtern, und dass man sich auf die Erstellung von 100 Videos vorbereiten sollte, bevor man einen eigenen Stil entwickelt.
📊 Datenverfolgung für Kanal-Wachstum
Der siebte und letzte Absatz spricht über die Bedeutung der Datenverfolgung, um zu verstehen, wie gut der YouTube-Kanal wächst. Es werden verschiedene Metriken wie Klickrate, Betrachtungsdauer in den ersten 30 Sekunden und durchschnittliche Betrachtungsdauer diskutiert, um den Erfolg von Videos zu messen.
🌐 Netzwerk und Monetarisierung
In diesem Abschnitt, der als Ausblick dienen könnte, wird auf die Bedeutung des Netzwerks und die Monetarisierung des Kanals eingegangen. Es wird betont, dass man sich auf die Erstellung großartiger Videos konzentrieren sollte, um ein Netzwerk und potenzielle Sponsoren anzuziehen.
Mindmap
Keywords
💡Creator
💡YouTube-Kanal
💡Super Mario Effect
💡Nische
💡Wertvorschlag
💡Klick-Durchklick-Rate (CTR)
💡Erste 30-Sekunden
💡Durchschnittliche Ansichtsdauer
💡Vielkanal-Marketing
💡Gamifizierung
Highlights
54% der Erwachsenen würden ihre Arbeit kündigen, um einen YouTube-Kanal zu starten.
Erfahrungen im Aufbau von YouTube-Kanälen über 13 Jahre.
Ein Sieben-Schritt-Ansatz für den Start eines YouTube-Kanals.
Anfangs mit einem MacBook-Webcam gefilmt und bearbeitet.
Gelegenheit, einen neuen Macbook Air mit Apple M3 Chip zu gewinnen.
Newsletter-Anmeldung für eine Chance auf das MacBook-Giveaway.
YouTube ist führend in Verweildauer auf TVs gegenüber Netflix.
YouTube-Kanal als ernsthaftes Unterfangen zu behandeln.
Implementierung des 'Super Mario Effect' für den YouTube-Erfolg.
Finanzielle Absicherung, bevor man mit YouTube experimentiert.
Bestimmung des Erfolgs für einen neuen YouTube-Kanal.
Ausführliche Analyse der Zielnische vor dem Einstieg in einen Kanal.
Schaffung eines einjährigen Inhaltsplans mit 100 Titeln und Loglines.
Wichtigkeit der Aufmerksamkeit als Währung auf YouTube.
Schrittweise Herangehensweise an die Erstellung von Video-Ideen.
Schaffung eines 'Idea Bank' mit 100 Video-Titeln.
Suche nach einem Testgrund für neue Video-Ideen.
Produktionsprozess: Filmen, Bearbeiten, Hochladen und Wiederholen.
Vorproduktion und Skripterstellung, um den Filmprozess zu erleichtern.
Auswahl einer lean Film- und Produktionsweise für Anfanger.
Verwendung von Kurzformatinhalten (Shorts) als Testgrund.
Datenverfolgung für YouTube-Kanal-Erfolg: Klickrate, Erste-30-Sekunden-Zuschauerschaft, Durchschnittliche Ansichtsdauer.
Makro-Perspektive auf Kanalwachstum: Durchschnittliche Views pro Video, Neue vs. Zurückkehrende Zuschauer.
Netzwerkaufbau durch die Schaffung hervorragenden Inhalts statt durch Networking.
Transcripts
[Music]
54% of adults said that they would quit
their job to become a Creator so if we
were starting a YouTube channel today
how would we do it we've been building
YouTube channels together for over 13
years and we've interviewed hundreds of
top creators at the end of the day if
they don't click they don't watch
actually I don't think I've ever told
the story we had an actual playbook for
how to launch a YouTube channel we're
going to get really into the weeds in
this episode everything from filming
style which data you should track short
form video versus long form video
everything we know about YouTube put
into a seven-step framework you can
follow so 13 years ago when we first
started on our YouTube Journey we filmed
everything with a Macbook like literally
the webcam from our MacBook and we
edited the videos and uploaded them all
using one device it is the ultimate
Creator tool so we decided we want to
give one of you a brand new Macbook Air
this is a 13-in MacBook Air with the
Apple M3 chip it has 16 gigs of memory
and 512 gigs of storage call I feel like
I should bid like it's the price
come on down all you have to do to win
it is click the link in our description
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be included in the giveaway that's
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one all right and you could win it let's
get into
[Music]
it I will say Samir in our over 13 years
of experience there are so many years
that we did not study YouTube and had we
studied YouTube had we watched a video
like this we would have been so much
further along than we are now I think
literally we would have cut our time in
half this is a moment where I absolutely
don't want to make videos anymore
absolutely don't want to make absolutely
don't want to make videos anymore
anymore yeah truly sorry I was like
living in the past there were some hard
times 13 years is a long time and it and
it and it took us a while to get
everything off the ground I also think
the the landscape of YouTube is very
different today there's this interesting
stat from neelen that 10% of watch time
on connected TVs is occupied by YouTube
and compare that to Netflix which is 8.
4% of watch time on connected TVs so
basically YouTube is leading in
watchtime hours on TVs YouTube is not
cat videos which is what it kind of
started as it is not Vlogs which is an
era it went into it is becoming the
thing that uh generations of people are
watching on TV choosing to watch with
other people it is like prime time so
when you're thinking about starting a
channel it's actually a pretty serious
thing to do and and you do need to take
it seriously step one of our framework
for starting a new YouTube channel
implement the Super Mario effect now
what is the Super Mario effect this is
something we learned when we sat down
for the first time with Mark Rober the
Super Mario effect is basically like no
one ever plays Super Mario Brothers or
some video game for the first time falls
into a pit and just like oh my gosh I
fell into a pit I failed how
embarrassing I never want to play this
game again you're like no okay crap
there's a pit right there okay next time
I'm going to come a little bit faster
I'm going jump a little earlier you
immediately learn from the failure and
you're like stoked to try again and so
that's very much my philosophy if you
can gamify your challenges and think of
them like a video game you can learn so
much more you can have more success and
have fun while doing it so what Mark is
saying there is that you want to be
going throughout your YouTube Journey
similar to a video game which means that
if you fail you don't actually die you
get to start again how do I interpret
that get a job that is literally the
first thing I would is like get a job or
make sure that my finances are taken
care of yeah truly like if I was to
start from scratch I would go all right
let me get my finances taken care of so
that I can experiment on YouTube without
the pressure of making it the job yeah
and and experimentation or not I think
anyone who comes to me and asks me about
starting a YouTube
channel I think the the three things
that I ask them about is number one how
much time do you have which means like
how much Financial Runway do you have
can you commit the next three years to
this and be okay that it takes three
years or five years for it to take off
two your relationship with failure and
your ability to learn from it because
it's going to happen a lot and three
your relationship with making videos
because all of that goes
into becoming a Creator it's going to
take a very long time for it to get off
the ground you're going to fail a lot
you're going to have ups and downs and
you're going to just have to keep making
videos like you're just and so if you
don't like making videos that's already
a problem but this concept of like
gamifying it and looking at it as like
playing a video game where you can die
and you have more lives actually think
is a really cool way to think about it
like how do you ensure that if you die
you just restart the game okay step two
of our framework identify what you're
optimizing for so make sure you
understand going into your new YouTube
channel what what does success mean are
you looking for money are you looking
for more time are you looking for
experiences for me if I was to start
from scratch I would want my new YouTube
channel to align with one of my life
goals right now which is like to get
outside more often to have new
experiences that would be one of the
first things I would look at I think for
me this this can get a little intangible
for people I think listening to this and
one of the most important things to do
is to make it extremely tangible and so
so what that looks like for me is
writing
out start to finish what a dream day in
your life looks like then doing that for
a week and a year and saying what does
this look like if it works like what
does success mean tangibly in terms of
what am I doing with my time what are
some of the doors that this is unlocked
is there a certain amount of money that
I need I want this to unlock I think one
of the mistakes that people make when
starting a YouTube channel is YouTube
channels and the internet are this ever
expanding space where anything is
possible and if you don't put Frameworks
around what you want out of it it's one
of the fastest paths to like burnout
confusion um and a really weird
relationship with making YouTube videos
yeah you've said this before but like
success is just the opportunity to do
more of what you're already doing so if
your YouTube channel does become
successful make sure that you like what
it is what it's about what the journey
is because you will be spending a lot of
time in that community and in that work
all right number three this one starts
to get way more into the weeds and it's
actually from a conversation that we had
with Matt Pat and Stephany we have like
the most uptight process for launching a
new YouTube channel that I've ever heard
of we research every vertical that we go
into we watch everything in that
vertical we understand how the hosts
talk talk to the audiences we understand
the colors they use how long they
episodes are how often they post what
their opening lines are whether they
have a theme song or not what their
titles include do their titles include
punctuation do their thumbnails involve
a white stroke on the outside of
everyone's head whatever it is we know
everything about the vertical before we
even decide to go into it and then from
there we decide okay can we play in this
space where um where aren't people
saying the things that we would like to
say are there enough collaborators in
this space that we think we could be
part of a community in this ecosystem
and then from there it's like okay what
would we actually say and we come up
with literally a Year's worth of content
titles and log lines if you don't have
if you don't have and I mean maybe more
than that it was
like 100 titles and log lines and if you
don't have 100 titles and log lines you
don't have enough content to like think
about launching this channel thumbnails
to those or like a couple thumbnail
mocks or like how do you do totally like
you do okay you you I mean you have to
think about the audience that you want
and what they're already watching so
step three is what you would do really
going into any business it's essentially
you're performing a market analysis um
or a niche analysis whatever you are
whatever Community you are entering into
on YouTube I think one of the most
important things is that as you go into
making a YouTube
channel your product first product is
attention attention is the currency in
which the audience will pay you and that
is something that is not created in a
vacuum something that Stephanie said
there is the audience that you want and
what are they already watching the
reason for that is because of how
YouTube Works in terms of Discovery
there's there's a few ways audiences
discover videos but the most common ways
are browse and suggested browse means
when someone goes on to YouTube they log
on to youtube.com they open their mobile
app they open their TV app and there's
seven or nine videos that are sitting
there that's browse they're browsing
YouTube and they find a video that they
want suggested is the second way
suggested means they just watched one of
our videos and now on the right side
there's a ton of other videos that are
similar so when you think about how to
start a YouTube channel this piece is by
far the most important studying your
community you will not gain audience in
a vacuum you will gain audience within a
pre-existing community so understanding
the visual language of that Community
understanding the
timestamps understanding the uh tone of
that Community everything all of it most
likely your first videos will be viewed
through suggested content yes so number
three perform a niche analysis it
doesn't mean you should copy what's
there it's actually the inverse which is
number four choose your value prop it's
about studying your Niche to understand
how you can be slightly different how
you can stand out and the value that you
provide to that Community is singular is
a little bit different so the way that I
would approach this and and what I wrote
out was I think you should essentially
create the equivalent of like a
Pinterest board right so take to Google
Slides I love making Pinterest boards
yeah but but it's really it's a really
important thing like I what do you make
Pinterest boards about just a quick
fashion tattoos I may get vintage cars I
want to own okay so another part of
working with you for 13 years is you
have not stopped talking about getting a
tattoo and you do not have one yeah but
I do have a Pinterest
board so it's the first step okay fine
whatever the the concept that I'm saying
here is like the tangible action that I
would suggest you
take is you make a Google slide deck or
you know whatever keynote slide deck and
you go thumbnails and you scream shot a
ton of thumbnails and you put those on a
page then I think you go into comments
and you read comments from the community
you screenshot a ton of comments
positive comments negative comments what
do people like about the videos what do
they not like about the videos most
commented on comments like which
comments are at the top that are
developing the most conversation that's
super important I would then go and look
at first 30 second scripts so meaning
look at in your Niche whether so let's
let's call it cooking how do people open
videos in the cooking Niche what is the
common way and maybe different ways that
people are opening the first 7 seconds
and then the first 30 seconds what do
those feel like and I wouldn't be afraid
to start this process extremely Niche
I'll give you an example I I put myself
through this process of starting a new
YouTube channel and you know with number
two right like understand your goals
what success means for me it was getting
outside and doing activities and I
thought okay in my actual life I would
love to take more weekend car trips from
LA and do activities I started right
there I was like that's what I want more
in my life like going to interesting
beaches interesting homes airbnbs uh and
doing activities I thought could I make
a Channel all about day trips or weekend
trips from LA and I started
searching I found out that's extremely
Niche yeah and there is not that much
viewership um there's actually not even
that much of a
community so I started watching those
videos and it led me to Ryan Tran's
Airbnb videos yeah which have like 20
million views right of him experiencing
an interesting or unique
Airbnb and then I thought what if I made
a
channel just for airbnbs that will give
you an outdoor experience like
interesting airbnbs that have cool
things about them like maybe they're
next to a national park or maybe they
have a pickle ball court that's
incredible like what if I just
highlighted in every episode an
incredible
Airbnb that has an activity with it
right so you get a tour of the house and
then you get to see me go through the
activity that's where I landed so
interesting though it's good comp
because going back to early stages right
the early stages are all lifestyle
considerations stage one and two that we
talk about and I think it is really
important everything I know about doing
YouTube for 13 years it is a thing that
consumes your life so the format you
select the topic you select is going to
have a lot to do with how you spend your
time and how you spend your life M and
so in that one like the interesting
thing to think about is like again back
to step two what are you optimizing for
I'm optimizing to get outside yep that's
okay that's a completely reasonable way
to start a YouTube channel but if if
you're optimizing for money I would say
the other slide that I would put in this
deck is take a screenshot of every brand
partner every brand deal in these videos
so if it's outdoor stuff like that who's
sponsoring those videos are there common
sponsors if it is um cooking who's
sponsoring it right and I started
watching a ton of cooking videos because
I was interested in this subject matter
I noticed made in it's a uh brand that
makes like uh cookware never heard of
them but they sponsor a ton of cooking
videos on YouTube so if I'm to enter the
niche if I'm to enter this industry
that's going to be a probably a common
partner that comes up so I I like the
tangible advice here is
to build a slide deck that has images
across your Niche or your
market and I would also look at
similarities are there formats that come
up a ton you know are there like this
versus that is it cooking challenges
what what is coming up a lot in this
Niche that is a extremely common format
and I would do this across devices so I
would do this for mobile phone I would
do this for connected TV and I would do
this for desktop I like that a lot I
will add that as you're doing this Niche
analysis the one thing you should
understand about storytelling in general
is that it all involves conflict and
contrast up all the way to the biggest
Mr Beast videos to a cooking tutorial
it's all about conflict and contrast and
that should exist in your thumbnail as
well so as you're looking at titles as
you're looking at thumbnails start to
think about like you were even saying
like the cheapest version versus the
most expensive or whatever it is it's
conflict and contrast so when it comes
to step four and choosing your value
prop and and how you stick out I think
one thing that we take all of our
students through in our um cohort
Creator startup is an exercise called
identities emotions and actions and
split up a page so take out a sheet of
paper split it up into identities
emotions and actions and write down the
different identity groups of people who
are in your audience so again again back
to to cooking uh the Casual Chef uh the
person who's like trying to to figure
out how to cook stuff at home the
college student the person who's trying
to do it on a budget you know like
basically write down all these different
identities and then write down the
emotions you want them to feel and it's
totally fine if you want them to feel um
entertained or less alone like they can
flip something on the TV and feel like
you're you're you're part of their
living room um educated uh there there's
all these different emotions and then
think about the action you want them to
take do you want them to what would
prompt them to comment what would prompt
them to go out and cook a meal
themselves is it a cook along with me
type thing so if you split that up and
you start writing that you will start to
find where you sit from a value
proposition perspective who are these
people and why do they watch is a
question that I think a lot of people
forget to ask so as an example if you
wanted to make a casual cook feel safe
and confident in the kitchen right a
potential idea would be like 10 cooking
mistakes to avoid or
AE Avid I don't know you know what I
mean there are ways that you can think
about ideas and titles based off of the
identity and the emotion speaking of
titles yeah step five in our framework
is write 100 titles this is actually
something I believe we both learned from
Ryan Trahan spending time with him
Stephanie just mentioned it Ryan Tran
does this Ryan as far as I know when
when we were hanging out with him he
makes 10 ideas he writes 10 new ideas
video titles every single day and I did
that for 10 days and they're not all the
ideas aren't great but at the end I have
a hundred new ideas right and ideas are
the engine for a YouTube channel if you
don't have ideas and you don't have a
huge surplus of them it's going to be a
lot harder to make a video and keep it
consistent so develop something called
an idea Bank this is this can be Google
Sheets it can be in a notebook um some
people do this in a notion and I I
actually interestingly enough as I was
doing this uh I I really struggled to
come up with like net new
ideas um I could come up with like five
I could come up with six some days but
10 was actually really hard for me so I
turned to uh uh AI to support me uh
spotter has a tool called title Exploder
that really helped you know kind of like
put in a title and then see a bunch of
different variations and I would get
tipped off with some word and I'd be
like oh that's interesting I know some
creators use chat GPT for this where
essentially you're you can say like
write me 10 YouTube titles based on uh
cooking and you can at least start to
get into practice of what a title looks
like I write all of mine in a notebook
and I actually intentionally don't use
AI because I want to put ideas down even
if they're bad I think it's okay to put
ideas down that are bad uh because they
will often reveal to you what's good and
that's also what AI does like AI if you
ask for 10 titles you're actually
looking for what's not good to reveal
what is good I and I think like of
course you want to start this on 10 days
but if it's if it's cleaner for you to
do five ideas a day and you can do that
for 30 days like my suggestion here is
actually that to start a YouTube channel
from scratch first you definitely need a
100 ideas to pick from like I I
definitely think you need a 100 ideas to
pick from um but as you continue going
if you're committed to becoming a
professional Creator this is going to be
a huge piece of what you do so getting
comfortable with something that you can
commit to every single day like brushing
your teeth I think is really important
and I think you can also at the top of
the page write out formats that you
really like um titling conventions and
formats so again versus is a is a common
one um $100 Thing versus thousand thing
right like that is that is extremely
common format that works across a lot of
niches so you can start going that's
something I can come back to I'll write
three ideas like that in a in a day um
and so this this is more about
developing a practice but in the subject
matter of starting from scratch you need
100 to choose from I would suggest when
you when you look at those
100 you Whittle those down to
30 and ideally every day you elevate
like your favorite two right two to
three you're like oh these are actually
good seven of them can be bad but three
of them you should be like oh I could
probably develop that all right so now
put yourself in the shoes of someone who
has never done YouTube before but
they're sitting and they're looking at
30 ideas yeah they're continuing to
whittle them down how do you choose and
how do you stress test which ideas you
should actually try and make into a
video and that is Step six which is find
a testing ground now this means you
should find really low-lift ways to put
your idea out into the world to the
community you're trying to reach and see
if it actually resonates so a perfect
example of
this again I don't like when I have to
bring up your LinkedIn it hurts it kind
of pains me because of how much you
promote it and now it seems like I'm the
biggest promoter of your LinkedIn but
you did post on your LinkedIn about uh
what what eventually became our hot ones
episode yeah so you posted a take on
LinkedIn about the show hot ones could
it survive without Sean Evans could it
be the end of the show who should buy it
why isn't it selling that took off on
LinkedIn there was a lot of conversation
and that proved to us that this would be
a good topic to make a YouTube video
about now uh if you're building from
scratch I think the assumption is you
have let's just assume you have no
audience anywhere sure so you you might
not even get that feedback somewhere
right so finding a testing ground could
also mean in your Social Circle it could
also mean sharing the ideas with friends
and Mark Rober talked about this with us
which was really cool that he gets a lot
of his ideas in conversation where he's
talking to people and he's like what
about this and and seeing people's
reaction hust minhaj called it the power
of the PDF saying like the idea on paper
when you tell it to someone when they
read it does it Stack Up it does it
resonate does it drive conversation yeah
I think this also if it's not
conversation it could be starting with
short form video because we've done that
as well where it's like you know we
don't want to make a 35 minute YouTube
video but we can commit to a 60-second
short we did this about squid game about
the impact of squid game after it came
out on Netflix we made a 60-sec short uh
it absolutely exploded became one of our
most viewed shorts and then we turned it
into a long form video and that also did
well another way to look at this and
like explore it is go on off platform
Community hubs so that could be a
subreddit or a Discord community and
look at what people care about and if
they care about the subject matter so if
it's like cheap versus expensive um
cookware again maybe you're looking at a
a cooking subreddit and everyone's
confused about this really expensive pan
right so now you're like oh actually
maybe is it is it worth it I mean
specific example for us this week it was
shared around in our slack a post from
r/ cooking what happened to YouTube
cooking channels yeah saying that like
they're not doing as well as they used
to they're not as impactful and it was a
conversation we started to have and we
came up with a video idea around that
topic they call out certain cooking
channels and we thought oh could we
interview these cooking channels and ask
them about what's happened with the
cooking Niche do they feel like uh
something has happened uh and that's why
people maybe aren't watching or just
what's the health of that right yeah uh
and that's a place where it's like oh
people are already talking about it
because they're talking about on Reddit
it's proven people like this and they
want to talk about it yeah can we go
from there so these first six steps are
very much about like the the first phase
is like understanding yourself what do
you want out of this the second phase is
understanding the community and the
audience right and that those phases are
extremely important and those typically
get skipped over yeah and without them I
think you it will take way longer for
you to find success on YouTube so
starting from scratch first thing deeply
understand your own motivations why you
want to do this the lifestyle
consideration of doing this then deeply
understand the community how do they
discover your work how do they engage
with each other what do they care about
what ideas resonate in this space all of
that deeply matters okay so now in your
new YouTube channel Journey you at the
point where you have actually not even
upload loed a single video but you have
a ton of ideas you've identified some
that have already started some
conversation you choose one that you
want to turn in to a video and you're
ready for step seven which is film edit
upload repeat now this is very
all-encompassing and we're going to get
uh into the weeds of of what we mean by
this and certain decisions we would make
with videos and with a YouTube channel
if we were to start from from scratch so
the first thing is making the video in a
document before you film time and time
again every Creator we talk to if you do
the pre-production everything gets
easier so what does pre-production
mean it's literally opening a Google doc
putting the title in big bold letters uh
putting your thumbnail that you've
designed or similar thumbnails that you
want to emulate up top and then Ali
abdal said this to us he said most
YouTube videos are just title thumbnail
list mhm so thinking about a list format
of like it doesn't necessarily have to
be like three things about you know X it
could just be beginning middle end Hook
is extremely important uh the beginning
part of the video the middle part of the
video the end now in this the time that
we spend the absolute most time on is
the first 7 seconds and the first 30
seconds of the video so as you're
developing these script documents
I would identify from your list of 100
ideas let's Whittle it down to like 20
ideas that could be short form ideas 10
ideas that could be long form ideas now
in both of those
documents the hooks are going to be your
most important pieces so meaning what
are the first few words that are said in
each video and that'll come up later
when we talk about data that we tracking
yeah and what matters in that hook is
whether it's a short or a long does the
hook identify
and meet the expectations of the viewer
MH and does it then give something new
they actually weren't expecting because
that's what's going to keep them
watching yeah right so specifically when
it is like a title and a thumbnail for
one of our episodes like hot ones we try
and make sure that when you click yes we
are going to touch on is this the end of
hot ones but you're also going to get
something new can the show survive
without its host so a lot of
Storytelling and specifically on the
internet is about unanswered questions
constantly storytelling is always about
unanswered questions so basically in
your first few lines you want to make
sure that you validate the video like
you said and then you open up a new
unanswered question and throughout your
script document as you're writing out
always look at it in your beginning your
middle and your end is there an
unanswered question and then at the end
when that question is answered or the
final question is answered the video's
over yeah so write it out it doesn't
have to be word for word but you're
making your video first on paper then on
camera next if I were to start from
scratch I would make sure that I have a
really lean filming style I don't want
to over complicate and add friction to
the process and if you look at you know
whether it's Marquez with his autofocus
Channel again or you look at Ryan trean
with his videos they're primarily shot
with an iPhone right if if what you
wrote is good and the script is good you
should be able to execute that idea with
an iPhone yeah you can always go up from
there but I think you should always be
able to come back to the lowest common
denominator and keep the process as
frictionless as possible you also want
to think of everything on a 52- we
window not a onewe window so you look at
it in the context of if I'm to start
this YouTube channel today can I make a
video every week for the next 52 weeks
yeah right or 104 weeks um so you want
to have a lean production style if you
love making stuff with your DSLR and
you're like your Lifestyles you travel
everywhere with your DSLR and no matter
if you're on vacation or wherever you
are you could make that video sure but
go back to when everyone started from
scratch look at marquez's first video
again look at our first video we shot on
a MacBook like everyone starts with a
lean production style and that's because
you're going to have to make a 100
videos before you truly develop your
style you know you just are now to get
to 100 videos quicker YouTube has
changed in 20124 you can start with
short form
content yeah and I would say there's a
couple things here about starting with
shorts number one it is a good testing
ground to see if your ideas resonate
it's a great way if you add a call to
action within your script to subscribe
to the channel to drive audience and
subscribers before you commit to LA long
form and what we've seen is that when we
eventually upload a long form video if
we also upload a short that is about the
same topic the long form video does well
yeah does better actually than if we
don't so your shorts are obviously going
to be 60 seconds or less right now when
you're starting with shorts I I would
say you don't want to go too far without
making long form videos I think you
should
identify you know five shorts you want
to make and think about making two to
three shorts per every long form video
in the
beginning and when you look at your
shorts um you know again when you look
at that idea Bank you're going to
naturally start to see which ideas go
towards short form content which ones go
towards long form and the way to make
this decision is actually when you look
at video length right now on
YouTube longer watch times are extremely
common they're rewarded right the the
base premise of YouTube
is did the audience click did they watch
and were they satisfied yeah the first
two are very quantifiable by data that
Google gives you and YouTube gives you
the third is less you know explicit of
are they satisfied but all of that is
going to dictate how much your content
surfac is and how much it gets uh put up
in the algorithm I think one of the
biggest mistakes we made was making
videos where we were clearly afraid
people were going to leave yeah but if
you have a good title and thumbnail that
attracts the audience you want trust
that once they click on that title and
thumbnail you've already gotten them in
the door trust that they are open to 20
to 30 minutes worth of this topic and
this goes back to your Niche analysis
because if most of your content when
you're starting from scratch is going to
show up in suggested that means that
whatever the general viewing habits are
of that Community are probably going to
be consistent so for us what we notice
when we have a 2-hour long episode with
Emma Chamberlain
that's going to be a lot harder to drive
um audience in browse than it is
suggested because someone who is
regularly watching
podcasts is probably going to be
interested in that now are they going to
in one sitting go from a two-hour
podcast to a two-hour podcast probably
not but we are going to get fed into a
world of people who are like I regularly
watch toour YouTube videos yeah most
likely a 15minute Emma Chamberlain video
may not be the biggest driver to our
almost three-hour conversation right ex
you would think oh of course someone
watches an Emma video that's what they
like they're going to go watch a
three-hour podcast with her it's more so
someone watches a bunch of podcasts or
listens to a lot of podcasts and this
one gets fed to them so I would look at
your community and see what content is
living in the 20 plus range now I think
the 20 minute plus range is the ideal
range today on YouTube of course there's
people who make content that's shorter
but look at the top creators right now
look at Ryan Tran look at Mark Robert
look at Mr Beast look at lwig like and
remember that these videos are being
watched on televisions it is no longer
people just watching on phones it is
increasingly more televisions and when
you watch something on a TV you're
committed to watching something long
start at five minutes go to 10 minutes
but I think you should be looking in a
direction of can I make a 20 minute long
video okay now getting to that repeat
part of this step of the framework Matt
Pat said this to us he said that the
expectation of the videos they make is
that they will get to
85% of the way done that
85% is good enough to put out and I
resonate with that a lot because if you
don't have sort of a deadline or an end
point to the video that last 15% you can
spend weeks and weeks and weeks trying
to make it 15% better but I don't think
you're going to get the return on that
15% yeah again this is a very long game
you have to look at this on a 2year
5-year window I think a lot of creatives
think about everything on a onewe window
mhm but when you're in the YouTube
business when you're working on a
YouTube channel the channel is going to
take years and so you want to be
thinking about how do I keep things lean
how do I get to a point where I'm like
this video is good I'm gonna get it out
and most creatives are are really
intense about their own creative work so
I think the 85% rule is really help
helpful now the second thing as a part
of this what makes the 85% rule
easier is when you look at your first 10
videos that you've made which one of
those can be
repeated basically like is there a part
two part three part four part five to
these videos because if there is then
it's going to make it a lot easier for
you to again copy and paste that script
document and go what's the spin on this
one I already have a framework how could
I make it better what's the uh what's
the next chapter of this challenge
what's the next chapter of this video
tangible example two videos out of our
last 10 that have done really well one
of them is the YouTube video that broke
Hollywood could we make the YouTube
video that is there another YouTube
video where we could have a description
could we even go as far as the YouTube
video that broke and then find another
word for what the YouTube video Broke
you know tell the stories of prominent
YouTube videos YouTube video that broke
the algorithm right
that we have a model for that now and we
know that it will do well so you're
you're searching in your first 10 20
videos you're searching for formats and
actually that never ends yeah again most
recent video fast approaching death of
hot ones is there an opportunity with
another show or entity where it's the
fast approaching death of or the fast
approaching something of because that's
more likely to work yes all right data
which data should you track to
understand with your new YouTube channel
if you're doing well so again I I think
it's so important to uh just like really
put in bold letters how important
packaging is and because of
that you're going to live in a world of
tracking clickthrough rate packaging for
every Creator top Creator brand new
Creator uh no matter where you are the
title and thumbnail is the most
important part of YouTube it's just like
you cannot say it enough it's something
that we talked about with Jimmy in our
last interview do you get it I get it
and maybe some of the people watching
get it but like most don't understand
like how important I don't think I
actually got it until recently and I
know that sounds CRA the problem is you
never actually get it because it's
always more important than you realize
it's more important than you me it's I'm
constantly every other month going dang
I forgot like just how important the
title and thumbnail is and I like you
almost have to like every day like sit
in a corner and go the title and
thumbnail matters more than you think
and tell yourself that 10 times because
if not like it just it's you just I
don't know because it seems so
significant until you like really think
about and you're like at the end of the
day if they don't click they don't watch
and that like you can make the best
content ever but if they don't click
you're dead yeah and even sitting and
talking to him it's like yeah this is
the most watched person on the platform
and even he is just sitting there being
like it's all title and thumbnail it's
all title and thumbnail so with that in
mind the first thing you're tracking is
Click through it this is going to track
how well your ideas are resonating and
also answer the question are you putting
enough curiosity into the viewer for
them to click mhm so clickthrough rate
is going to be based on how many people
saw this thumbnail what percentage of
them clicked it the the the like a great
clickthrough rate it's 10% anytime we've
been over 10% it's like this video is
picking off it really resonated this
concept really resonated if we're in the
like 14 to 15% yeah as many YouTubers
say it's a it's a banger it's a
certified Banger who was it that said
that certified Banger was that Mark
Rober that's probably Mark Rober yeah
yeah um I guess if you're new to you
that's also a term you'll hear a lot
yeah 10% or higher on launch means like
it's it's it's really resonating um and
I think as you look at it you want to
track day of release so the day you
release it and then seven days after and
30 days after and I would say a common
kind of trajectory there is going to go
10%
7% four to 5% 45% yeah and if you're if
we at least speaking for ourselves if
we're way below those uh we will at each
sort of marker we will start to
experiment with different packaging and
we never stop yeah we a video came out
years ago there's always the opportunity
most likely we've learned a lot about
titles and thumbnails since then uh in
my free time I will often just look back
at our catalog of videos identify a
video where I'm like oh we would have
never done that title in thumbnail today
let me update it yep again because of
suggested browse and how people find
your videos we sat with Chucky on Mr
Beast team um somewhat recently and he
was explaining to us you know the lift
in a in an entire catalog on YouTube of
a single thumbnail change can be really
dramatic yes right because we Chang one
of our thumbnails from a year ago that
increases click-through rate 3% which
means tons of new viewers are coming and
they're going to watch another video in
our catalog yeah and then they might
watch another one and then they'll watch
our new video so that little shift in
going from 4% to uh five or
6% can actually lift your entire catalog
of videos and that is something that we
uh very much track right is just like
how is the entire catalog doing the next
piece of data that we track a lot is
first 30 second viewership so this is
something that YouTube gives you in your
back end um we if we're above 90% in the
first 30 seconds that means that you
clicked on the thumbnail and it is the
thing you wanted to watch and we re
hooked you mhm right which is the goal
that is the goal and most likely you
know for us right this is a podcast some
people are just going to be listening at
this point but in those first 30 seconds
most likely we have their eyes so we try
and make it incredibly Visual and make
sure there are new questions that need
to be answered you know from a script
perspective but also from a visual
perspective yeah so it can get it's not
that we can't have successful videos
that are at 78% or 75% in the first 30
seconds but this data that we're telling
you that we track should also inform you
what matters in your scripting process
click through rate first 30 seconds
viewership and then the next thing is
going to be the average view duration so
average view percentage and average view
duration so how much of the video are
people watching if they're only watching
those first 30 seconds and then they
leave that's that's not interesting that
means you made a video first 30 seconds
were great but then it wasn't what
people expect it yeah and audience
satisfaction is a major thing that
you're optimizing for so you want to be
looking at this and going if it's a very
long video let's say it's in the
multiple hours like a lot of our shows
eventually it'll be in the like you know
50% 40% range but if you're making a
20-minute video I think you want people
watching more than 50% of that video
yeah that's your goal so th those three
I think are your first pieces of data to
track you can make a little Excel sheet
and go this video when I launched it
what was a click-through rate what was
the first 30 seconds and what was the
average view duration yeah how long were
people watching now that's video to
video taking a more macro zoom out
perspective of the channel some of the
things that we look at are average views
per video is it staying somewhat
consistent is it and is it continuing to
rise uh the more that time goes on I
think this is actually really important
in terms of growing a business right
which is sort of a whole other
conversation but making sure that you
are like a trustworthy space uh with a
consistent amount of audience that
continues to come back over time is
important how do you know if you're
growing we look at new versus returning
viewers yeah so if one of our videos
really pops most likely we will look at
new verse returning and we're going to
see that there are a lot of new viewers
in that video in that instance it's
super important to make sure that we
have a call to action to subscribe
because it does make a huge difference
if we have a video that pops and we
don't tell people to subscribe They
Don't Really subscribe yeah but if we do
it is drastic and then there are some
videos that we make that don't get as
much viral viewership but they hit more
of our average and you'll find that's a
lot of our returning viewers and I think
it's okay to have a mix of videos that
have different purposes yeah right it's
okay sometimes to have you know uh that
big swing that potentially viral pop
that could reach really big scale and
reach new audiences and then it's okay
to have ones that are for more of your
core community and to set the
expectation that there's going to be
more returning viewers here as you
continue and you have like a bigger
catalog of of content the the two other
things that I look at quite a bit are
browse versus suggested traffic um to
each video and then device average view
duration so like based on the devices
that people are watching on how long are
they watching for so for us like for
example art like TV makes up 46% of our
watch hours and the average view
duration is 33 minutes so starting to
deeply understand how your audience is
consuming they're turning it on on a TV
and leaving it on for 30 plus minutes so
that helps you inform like where your
content moves in the future right what's
your video length what type of subject
matter are you covering all of that is
going to inform where you're going in
the future look if you've made it to
this point in the episode you are in the
deep end you have made it very far
hopefully you have learned a lot about
either starting a YouTube channel or
your current YouTube Channel I imagine
there's a lot of people watching and
listening who are already deep into
YouTube but I hope that helped the part
at the end here data analytics there's
so much that we could go into here and a
lot of channels do that I think we gave
a pretty decent like high level of what
matters to us especially when you're
starting from scratch yes
um I do want to read this quote that I
thought was was interesting and relevant
here because I'm sure at this point you
might be thinking about monetization or
collaboration or how do I get into the
YouTuber community right the broader
economy the Creator economy all this um
Naval has this great quote where he says
networking is overrated go do something
great and your network will instantly
emerge I really like that quote because
I think in the beginning when you're
starting from scratch you just have to
put your head down and make great videos
yeah you got to get to the point where
you're doing something within a
community that is different that was
unexpected so that you are what people
are gravitating towards yeah and people
you want to reach are reaching out to
you exactly allow people to reach out to
you that that's how it happened with us
we had creators reach out to us we had
Brands reach out to us we had um we we
kept our head down and focused on making
videos for six years and that Network
value compounded greatly like you know
the impact of that network over time
yeah has been immense and a huge part of
us you know being established and
feeling safe in this career feeling like
we've had some
success so patience
patience is incredibly important when
you're starting from
scratch all right but but don't forget
Pinterest boards I think don't overlook
Pinterest boards everybody now if you've
gone through all these steps if you're
in the process of being a professional
Creator and you want a little bit more
on how to monetize your channel how to
turn your YouTube channel in business we
do have a 30-day cohort called Creator
startup and that's Linked In the
description if you want to find out more
about that and again we are giving away
this MacBook Air this is a 13in MacBook
Air with an apple M3 chip all you have
to do is subscribe to our newsletter the
published press and if we've already
given this away we probably give away
another one so make sure you
subscribe the MacBook Air potentially
the only tool you need to start a
YouTube channel that was our seven-step
framework if you guys have other notes
on how you would approach starting a
YouTube channel or if you have questions
that you want us to answer put them in
the comments here on YouTube make sure
to subscribe to the channel and we will
see you next week
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