There's so many creators now and like you mentioned. They're uploading hundreds of hours a you know a minute kind of thing *um* How does one stand out like as an example if I wanted to do a bowtie video? There's probably like I don't know maybe hundreds maybe more on YouTube Um, What what sort of advice would you give a creator?
Who's trying to think through his or her content strategy and and how to maximize their chances of breaking through right so I would go back to You know how we think about? You know delivering the right videos to people as we tend to follow the audience So we've kind of put ourselves in the shoes of the viewers and think about well What would they want and if there's already hundreds of Bowtie videos then? Does the Audience want another Bowtie video?
You know I often think about This in the same way I would think about any kind of business strategy as well like if you're gonna open up a restaurant in San Francisco, and there's already 200 pizza restaurants, what would your strategy be for opening a new restaurant, but you just open yet another pizza restaurant If so, how would you be successful? Well the way that you might be successful is by doing something different that isn't already being addressed by everyone else So I would be thinking about well. Is there actually something around how to tie a bowtie that hasn't been covered Mm-hmm?
Cuz if there isn't you're probably you know why why would Why with the viewers want to watch your video versus another video? So if I if I were bringing a restaurant in San Francisco, I might think about well, you know maybe protein bowls Maybe that's some new type of food that people are that sounds delicious interested in I *hahahaha* I Don't know I'm personally interested, but yeah, maybe there's a more room in the market right something like that, then yet another pizza restaurant So you know sometimes you want to be looking at the trends to kind of get a sense of what? People like you know people love pizza, and there may be a new trend But you also have to think about the competition and how much room there is How do you position yourself relative to all the other videos that are there?
Like if you're doing one on you know I was talking to a creator at Vidcon who was asking me How do I I want to do a sunscreen video how do I get to the top of the search results? On the sunscreen and I was like well, we have a lot of great sunscreen videos already What? Why should your video be a top of the search results?
Is it gonna be the best one is it going to be better than all these ones? We already have or you know maybe there's a different way, you could look at this like Maybe no one has done a video about sunscreens for various Skin Tones Mm-hmm, or You know and I haven't researched sunscreens to know like one of the best thing is for the audience But I would really look to find find an opportunity the opportunities are gonna. Be there where somebody hasn't already You know delivered what the audience wants, so if you wanna if you wanna give the you wanna grow you wanna Be the best maybe start start with something a bit more specific that hasn't been covered And then use that to then expand into broader areas and build your reputation around a broader topic cool speaking of documentation I think your team worked on a creator academy video or a lesson yeah, yeah, yeah So we've been trying to improve our communication With creators because we realize that search and discovery is sometimes a bit of a mystery and so ah we recently worked to On some new training material about how search and discovery works So I think if you don't mind putting in the description of this video a link to the creator academy lesson that we just refreshed this past month uh Encourage everybody to check that out We have some quizzes in there to try to make it a little bit fun for you to See how well you know search and discovery hopefully you'll learn something by giving that a try cool And you were recently at Vidcon as well right?
Yes, what what do you think? We're some of the more? kind of uh surprising questions that you got or well More thought-provoking kind of conversations you had where you took something away from it to kind of help you think think about it differently Yeah, so um when I talk to creators It's you know I'm frequently looking at This problem of connecting viewers to videos from the viewers point of views like how do we make the viewer as happy as possible?
and at places like Vidcon I often talk more to creators, and they're often looking at it from a different perspective from their channel perspective and thinking about what all the actions that they can do that might influence how they connect with the audience there is you know some of The questions. We got were just things that I hadn't really considered like someone was asking If my video doesn't have any Talking in it. I think how does that impact my discovery hMM and so?
How does that impact his discovery? It's a good question It's not something that I have really thought about before so a lot of times these questions Highlight different things that creators are trying out with Mm-Hmm, and that we haven't thought of and so it gives us new ideas for You know or do we have all the right information? In the system such that if we get this type of video in are we going to be able to find the audience that's going To be interested in it you know other questions like well, I have Spanish and English videos, and I'm trying to figure out whether I should have two channels or one channel and what's going to work best Usually the answer that I give to that is you know I usually don't have specific expertise on some of these Cases, but it's the answer I usually say is well.
What is working with the audience Mm-hmm? If you look at your Data in Youtube analytics, which I highly recommend people spend time in Are do you generally find that it that? Like if you can look at your geography and see where people are watching from is it the same audience?
That's watching your Spanish videos as your english videos if it is then Probably makes sense to have it on the same channel because you're kind of a channel as a way to program to an audience But you're finding that you're actually programming to two different audiences with the same channel. That's where you're going to probably want to think about Separating them so that for example if somebody wants to subscribe they can get the type of content that they want only and not the content that doesn't match so generally just lots of questions from a different point of view than Then I'm used to thinking about from the viewer perspective great sounds like it was helpful for always. Well.
Yeah, there's always a An eye-opening experience Whether it's talking to creators or seeing stars? And the reactions that the fans have there it's it's always exciting who knows I mean the next Vidcon people will recognize you and I Think it's gonna be yeah, you're you're the creator insider There you go. Yeah, we'll see about that one.
Yeah Well, thank you so much for spending time with us. I know that hopefully people will find this interview Helpful, and we always encourage people to Give us Feedback and ask questions in the comments and so what we'll try to do like we do with every video is answer as many of them as we can and I'll definitely consult with you Todd where I can to make sure I I say the right things and give the right information um but Everybody keep it real and hopefully we'll see you next week Insiders if you like that video you should do a few things number one is you should subscribe right up there? I think it's give me right there you see it on my face Yeah, like kind of near your face okay, and then you can also check out some other videos Don't judge him for pointing wrong Maybe around here, and then I think you told me recently that if they like that in comment That's generally a good thing engage with the video.
It's always a good good sign Generally seeing the people who like videos tend to keep coming back to youtube.
