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How to Succeed on YouTube from Casey Neistat’s Interview with Robert Kyncl

02/12/18

 

As hyped, today Casey Neistat released his interview with YouTube’s CBO Robert Kyncl.  Like many people I wanted the interview to be much longer and more in depth.  But it’s an excellent start.  I’m hopeful this will open the door to transparency not only on YouTube but Instagram, Facebook and Twitter too.

Despite the backlash from some saying the the chat didn’t disclose enough, I found it super revealing.  Here are three big takeaways for advertisers, marketers and business owners to succeed on YouTube.

Content

Kyncl outlined specific kinds of videos YouTube wanted support, promote and even spend money to help create:

1. Daily News

Kyncl says he personally wants to see more news programs.  What better way to grow a core audience than to start locally.  Here in Charleston I’d love see Holy City Sinner and The Charleston City Paper team up to do a show.  Something totally different than your local TV news.

2.  Women Creators

This, of course, was my favorite idea.  While men currently dominate YouTube, companies like Ford Motor are working to change that.  Among other women initiatives , they work with my friend Stephanie Carls to review cars on her channel.

Find a fantastic woman to support or start your own female run show.  *Looks in the mirror and kicks own butt into gear.*

3. Educational

Not “traditional” education, but things people really want to know.  While Kyncl gave the example of his daughter learning about veganism, there’s a whole world of knowledge to get out there.

Things you might take for granted make excellent how-to videos.  My friend Laura produced this video on how to tie a bow tie.  3.2 million views later it’s the most watched video of it’s kind.

Sponsorship

YouTube recently changed its monetization rules.  Creators must have at least 1,000 subscribers and 4,000 hours of viewership in the past 12 months.  Also there was the recent Adpocalypse where revenue dropped significantly.

This leaves two major sponsorship opportunities open.  First, find new channels that haven’t hit these benchmarks yet.  Look for local people or really specific niche channels that would appeal to your audience.


Secondly, reach out to any YouTuber you want to work with to see how you can sponsor a video.  Carly Heitlinger (aka Carly the Prepster) recently shared she makes the majority of her income from sponsored posts and only a small amount through commission – the blogger equivalent of automated advertising.  The same could be true for YouTube at some point.   YouTubers need to diversify their income portfolio now more than ever and will be more open to proposals.

Drama Free Channels

Kncyl emphasized when creators succeed, YouTube succeeds.   He says they are connected at the hip.  What he didn’t exactly say, but inferred, is advertisers are connected to YouTube at the other hip.  And advertisers want to support drama free content.

So skip the click bait, the low cut tops and stunts making people look foolish.  When creating videos think about what a company would not only approve to sponsor, but what they would be proud to sponsor.

….

What did you learn from the video?  What other questions would you like answered?  This is the first crack in the wall between platforms and creators.  I can’t wait to see it crumble.

 

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