Numbers Lie
When you tell someone you have a Youtube channel one of the first things you’re asked is “how many subs?”. The question should be irrelevant but the mindset of today's viewers is high number = quality. I decided to deep dive into Youtube this past week and here are some things I’ve discovered.
The highest ranking videos share many similar qualities almost as if they were directed by the same individual. Everyone from the forty year old man talking about action figures to the nineteen year old girls teaching fitness talk in what’s known as the “YouTube Voice”. While the content may differ from channel to channel, there is a methodology to when things appear on the screen and how quick.
When metrics are dictating when and what is shown on air, the quality of creativity is staggered to the point where you’re no longer developing new ideas but rather rehashing and chasing already existing trends to maintain top awareness/retention.
Like many of the canceled Netflix shows that lead with inclusivity over storytelling, the end product becomes a vapid illusion of entertainment. Feel how you will about pigeonholing a character into a story because the metrics make sense on paper but as many streaming platforms and unfortunately actors, cast and crew have learned, the novelty of “inclusivity” appears to a small audience and even then, only for a short period of time before they lose interest. My own brother who is considered “YouTube famous” fell victim to following trends only to burn out shortly thereafter.
Many popular YouTubers have seen a sudden decline in viewership and retention. Like most creatives, they’re quick to blame outside forces like the algorithm, the unknown Wizard of Oz of YouTube that pulls the strings and decides the fate of content creators. While they could be right, like the Wizard, little is known about the inner workings of the algorithm. To imply that the sole reason for a sudden drop of success is solely due to outside forces beyond one's control is not only irresponsible but foolish.
Many YouTube channels who are flagged as “Adult Content” do not get the luxury to work with the algorithm yet still maintain a steady viewership albeit much smaller than the carbon copy “reaction channels”. While many of these niche channels may not garner millions of views, their content is bulletproof from the whims of the man behind the curtain. These channels built their viewership organically and grew due to quality content regardless of “trends” by focusing on the viewer experience NOT the metrics. These channels are able to maintain a steady growth on and off YouTube, something that is extremely rare for the front page channels.
Removal without warning
Many successful YouTubers including those with subs in the multi-million only represent their channels on YouTube. While you own the videos you publish, you’re essentially hosting your videos on a platform that can demonitize or completely remove your account at any moment without warning.
Without a personally owned website, your channel and stream of income are at the whim of a button at the YouTube office.
Many once successful YouTubers have felt the wrath of the streaming titan often with little to no warning.
Why Host on YouTube?
Youtube is one of the largest search engines in the world competing with google.
Google was the home of “How to fix a fence” for many years but the video format of YouTube has proven most effective at showing not telling.
Alternatives?
Many companies have tried to compete with Youtube, Vimeo and now the famous Rumble who exclusively hosts people like former president Donald Trump and actor comedian Russel Brand. While Rumble has found footing, many competitors have not and as a result have failed. YouTube hosting 122 million daily active viewers is clearly the number one source for global attention.
So How Do We Move Forward?
There’s no “correct” way to move forward. Many will solely be on YouTube and take a risk each day that their videos/channel will not fall under the moving goalpost of “restricted guidelines”. While it’s a big risk, it has been monetarily rewarding for many.
I encourage you to host on multiple platforms (Like this blog on Substack and Medium) that way you and your audience can transition to a new platform seamlessly if anything were to go awry.
To take one step further, I encourage you to host your own website with your content as backup.
Websites like Youtube are powerful tools for discovery but like the Titanic, everything can go belly up without a moment's notice. When that happens do you want to be evacuating with the women and children or sinking as the band plays you off?