The Hidden Opportunity in Tutorial Channels (Thomas Frank Interview)

Summary

Thomas Frank discusses his decision to abandon his successful 2 million subscriber YouTube channel to create a new channel focused solely on teaching productivity software Notion. He explains how this singular focus helped the new channel quickly gain traction. Topics covered include optimizing videos for browsing versus search traffic, relying too heavily on outside platforms, prioritizing teaching over production value for tutorials, embracing impermanence when new software updates invalidate old tutorial videos, using analytics to find content gaps, and determining if first-mover advantage matters when choosing a niche software to cover.

Takeaways

• 😊 Thomas abandoned his 2M sub channel to focus solely on Notion
• 👌 Creating a niche destination channel leads to clearer perception
• 📈 Long-tail tutorial videos bring in views over time
• 🔀 Generalized productivity videos need more convincing upfront
• 🚀 Relying on platforms has risks but provides fuel for growth
• 🌊 Accept constant change when covering changing tech platforms
• 🎥 Production quality depends on video purpose and viewer intent
• 💡 Make what you’re interested in first rather than strategy
• 📚 Think in content pillars when building a tutorial channel
• 🚪 Bring in wider audiences with broadly useful niche content

Q & A

Why did Thomas originally create the Thomas Frank Explains channel?

He wanted to create a destination that people would immediately associate with learning how to use the productivity software Notion. By separating the Notion tutorials from his main channel, he hoped to establish a clearer brand identity.

What misconception did Thomas have about the Thomas Frank Explains channel initially?

He assumed the channel would get most of its traffic from search, but it turns out browse features and suggested videos drive more traffic than search.

How does Thomas view reliance on software platforms like Notion for his business?

He sees it as a necessary evil and rocket fuel for the business. There are risks, but the rapid growth enabled by platforms like Notion outweigh those risks in his view.

How does Thomas decide what topics to cover in his videos?

He focuses mainly on what he finds interesting personally. He also looks at search analytics to identify knowledge gaps he could fill. Balancing personal interest with meeting audience needs is his main consideration.

How does video production differ between the channels?

The Thomas Frank Explains videos focus on clarity over high production value. The main channel videos are more cinematic with unique branding per video suited to the topic.

How does Thomas deal with changes to Notion's interface over time?

He takes a philosophical view of impermanence. Tech and interfaces change constantly, so he has accepted the need to update old videos as part of producing tech tutorials.

What are the content pillars that structure the Thomas Frank Explains channel?

Fundamentals, build tutorials, feature releases, common mistakes/tips, and wider interest topics that introduce people to Notion.

What made Thomas' AI voice notes video successful?

Originally focused just on Notion, feedback made him recognize it would appeal to anyone wanting automated voice transcripts. Removing Notion from the branding widened the video's appeal.

Does Thomas think you need to be first to cover a software tool on YouTube?

No, he thinks that as long as a tool has a growing audience you can find an subset of that audience interested in your particular style and topics.

What's the main advice Thomas would give someone starting a tutorials channel?

Don't worry about strategy early on, just create content about what interests you and be consistent in publishing videos.