This post is a follow up to a sequence of posts published previously discussing YouTube. I started running with a little YouTube once it clicked that it was inevitable and that the opportunity costs of not starting exceeded any value associated with waiting and preparing. I dove in completely clueless.
Here are those posts:
So, is it worth it? TLDR: YouTube is definitely as impactful and significant as first postulated.
But, this post isn't going to pump out fluff and hopes and dreams. This post includes only general trends and concepts validated by personal experience. I am not a YouTube huckster or "coach" or anyone peddling tools (some of which are and can be effective). You can sort all that out.
Game Theory
Game Theory: YES, YouTube is important and winning. I see the vast majority of $$$ spend on 2-3 platforms ultimately. YT and TikTok are there, and Rumble just secured over $700 Million in financing. I think my conjecture is accurate that YT is inevitable and will be the primary conduit and an all encompassing tool for personal and business visual communication. I still see that happening and now am more aware of how and why YT will completely wipe out the basic TV eventually (the device hanging on your wall - more on that later).
Here's a couple observations from the first year looking at Boston Bike:
Channel Page
First let's look at your future channel page layout when you start your channel this upcoming year -
You immediately have a lot of opportunities there as highlighted by the green strokes. Yes, it's true that YT owns this link/page ultimately, but you drive the name, logo, colors, links displayed, and more. I can confirm the links displayed drive traffic to websites with most of the increase in the "Direct" category meaning they see the name and just type it into the search bar themselves. Free promotion.
Also of note is the "Community" tab which I see as the counter to Instagram and X. You can post images, polls, links, hashtags, and essentially anything you could post at X or Instagram. My humble view is that this can really help one capture that Instagram-esque audience that connects with still images as much as or more so than videos.
How Will I Get Anybody to Watch?
Next, let's look at the sources of traffic and how viewers get to your content and what that might mean:
I'm pretty happy to see this generally. YT is many things the primary one being an algo that has a job to find content and put it in front of the right viewers. Suggested Videos is a reflection of YT showing your content to viewers, but I have noticed it correlates quite a bit with posting volume. If you post a lot, then a higher percentage is from Suggested Videos as the algo sees new content and puts it in front of others. I don't post all that much as it appears that you can over-stuff your audience without letting it grow.
YouTube Search is very important IMHO. YT Search is 2nd only to the main Google. It is important to see if YT is validating your content by getting you traffic via YT Search. If YT can't find your content to give someone an answer, then maybe your content is not filling any demand created by YT Search.
Channel Pages are also a positive sign in my view and very important. This means YT is sending me traffic from my channel page, other channel pages, and other pages related to the topics.
Device Type
Now here is something I did not track or notice for quite a while but now seems to be possibly the most important factor - Device Type. Where and how are viewers watching your content? Is it almost exclusively via Shorts and Mobile? Where will YT be able to sell the most ads and most product using your channel?
My contention is that YT will not replace the TV device per se, meaning those slick flat-screens will still be hanging from walls. My contention is that YT will replace the other methods of video distribution meaning ultimately when you "turn on the TV" you'll be turning on the device but just going to regular YT (not YouTube TV). If I am right, then the amount of time viewers watch from the regular TV will be VERY important to YT and your channel.
I like what I see here. 30% of the time spent watching the channel is via the old school TV. YT is already trying to lengthen Shorts and encourage creators to push longer Shorts. Perhaps that is because it is tough to sell something in such a quick burst. People put stuff on the TV and let it sit and linger in many cases. They might pause it and come back. Shorts are great but a bit "easy come, easy go" as well.
Is my Boston Bike channel worth my time and effort? Well - it's fun and very healthy so that has value to the individual beholder. In terms of business and how YT can play a role I would say yes the channel is worth it.
It seems clear that YT can identify the content and wants to place it in front of certain viewers. It is very encouraging that 30% of the time spent watching is from the regular TV with another 30% on the laptop/desktop. This is where more money is. The big drawback is potential size.
Channels about money making hustles can get a lot more views, and there are only so many people interested in cycling, Boston, or some combination thereof. But, products can be sold and YT is showing that it wants this content and has people to serve with it.
All in all - sure I'll continue it.
Best "Advice" I've seen from a YT Guru or Huckster . . . . . . . . .
Create a channel where you can create the content rather easily and comfortably. Do something that fits naturally and doesn't seem like a job or nag. This will keep you in the game to be able to produce the inventory. This is good advice.
Not obsessing over Subscriber counts. Does the tool (meaning YouTube) identify and want your content and will it place it in front of viewers? If the answer is Yes then you have something because the game will shift and change over time in terms of specific metrics and the algo.
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