After helping thousands of channels over the years with their YouTube strategy, we see the same mistakes from creators over and over and OVER again. Today, we want to share what those mistakes are and how to avoid making them yourself.
Creator Spotlight
But first, I want to introduce you to Brian Riggins. He got his start much like I did. He started posting videos and was so confused why other people were commenting on them. After realizing other people were enjoying his life as an alaskan homesteader, he continued making videos to show people that living off the grid is enjoyable, practical and rewarding. After working with us , he feels confident in his YouTube strategy and has seen steady growth that has helped him connect with his audience and enjoy making content. You can check out his channel here .
Mistakes
We have worked with SO many creators on some of the biggest YouTube channels. MANY of them are coming to us making the same mistakes. We don’t want anyone making these mistakes, no matter you sub count. So today we want to call out these errors and give you direction on how to avoid making them yourself.
Overlooking Channel Design
When we first prepare for a consultation, we check out the channel. What does a first time viewer see and feel about your channel when they visit it for the first time? We check out the banner, trailer, about section, playlists, etc. We know this isn’t a huge needle mover to gain a ton of subs, but it is such a practical place to begin that really makes a difference when a viewer watches a video of yours and is thinking about subscribing or not. So what can you do?
First, design a banner that isn’t about you but about your viewer. You don’t need just a fancy picture of yourself and a cool design with your logo. Those things are nice, but your banner needs to answer the question, “What value does your channel bring to your viewer?” Need examples? Go check out KetoFocus . She uses the what and the why right on her banner, touching on her viewers pain point. Another example is Yes Theory . The images they use visually show what that their channel is about seeking discomfort and the results of that.
The about page is another easy spot to optimize for you viewer. This is not to be written in the third person like a website. Make it conversational and put your personality in there.
The home tab on your page can be customized as well. Add a channel trailer and make it conversational. But remember, it needs to be all about the viewer. Sure, you should share a little bit of an intro of who you are and why you are doing this, but just to build connection with the pain points of your viewer. And remember that trailers only show for non-subscribed viewers. For subscribed viewers, you have an option of putting a different video there. So utilize this! Talk directly to that non-subscribed viewer and tell them why they should subscribe.
Under that add some playlists with some descriptions of why they would want to click on them. What value will this bring the viewer? Put it there.
Focusing on the What Instead of the Why
So many channels focus on WHAT they do and not WHY they do it. Think back to that KetoFocus channel . She could have just presented that she has a ton of great Keto recipes (which she does.) But instead, she brings in why she does it: So you can feel good, stay focused, and stay on track. This “why” should trickle into everything: your trailer, thumbnails, titles, hooks, etc.
But let’s focus on titles and thumbnails. Maybe you have a finance channel and all your titles/thumbnails are about making more money. Sure, your audience wants that. But, what if they were instead titled “How I broke out of the 9-5 grind,” or focused on spending more time with your family or not having to worry about paying for college, etc. This is why it’s so important to ideate your titles/thumbnails before you shoot. If you don’t do this, how do you know how to open your video? The title and thumbnail should connect to your entire video. And focusing in on the why instead of the what in this is going to be a game changer. The more you lean into the why, the more you connect with your audience.
Titles and Thumbnails
So besides titles & thumbnails being an afterthought or not focused a your “why,” there are many other problems people have when making their titles and thumbnails. One is having titles that are too long. If this happens, the title becomes truncated and the sometimes part that has the highest attraction point is hidden. To prevent this from happening make sure you put the value for the creator at the beginning of your title.
Another error is focusing on SEO. Sometimes creators will put three titles in their title, separated by some sort of punctuation mark to try to get in all the keywords or ideas that someone might search for. This doesn’t work. You have to optimize for humans, not robots.
Thumbnails also need to be clear. Less is more. If your thumbnail is too busy, it will not catch anyone’s eye. Instead, people are going to gloss right past it. Visually tell the story with as few words on the thumbnail as possible.
Calls to Action
We see creators giving multiple calls to action all the time: Subscribe, like, comment, watch the next video, check out my website, etc. If you ask your viewer to do multiple things, they will do nothing. Have one focus in your video and hit that call to action only.
Another mistake we see regarding calls to action is not properly pitching it. Don’t end your video by saying, “If you liked this video, check out this one. You might like it too.” Don’t underestimate the power of the word, “but.” Instead say, “I know you love tacos, but this nacho recipe is killer. Go check it out.”
Another type of calls to action is a branded sponsorships. These are becoming more and more popular. If you have one, work your branded sponsorship into the story. Don’t make a disjointed commercial within your content. Instead, make it part of the story so that your audience will actually enjoy it. The channels that do this well keep their viewers and build a connection without it feeling salesy or forced.
Respecting your audience is key. Sit through your own video. Would you skip past parts? Would you take the call to action? Be honest with yourself and make adjustments as needed.
Power Tip
Superchats are now available on shorts. Viewers can give you a “Super Thanks” which allows them to comment and give money. When it is the first time they have purchased, a message will appear recognizing it as a first time purchase to encourage other people to recognize this milestone. Research has found that it encourages other viewers to do the same!
Keep changing lives!
Tim Schmoyer