Why do some channels grow millions of views a month, have millons of subs, develop a die-hard following just to plateau and fall off the face of the planet? Today we will talk about the mistakes creators make that cause this and what you can do to prevent doing them.
Change it Up
Whenever I have consults with channels that have 2 million + subs, I usually know what they are struggling worth. “I haven’t changed anything, but it’s just not working anymore!” The fact is the thing that you got you here is not the thing that will get you there. Whatever you did to get you to this point is great. It accomplished its goal. But you are going to need a different strategy to grow beyond where you are.
Mistake #1 – Creators stop experimenting
Channels that plateau have often found something that works, but then they get stuck in a rut. Not even a good TV show lasts longer than 7 seasons. People get bored. Music artists are constantly reinventing themselves with each new album. You have to keep it fresh and reinvent yourself. Keep innovating and try new things. Ask yourself, what does version 2.0 of your content look like?
I know, I know. Experimenting feels scary, especially when you’re a larger channel and your livelihood is depending on your success. But you aren’t married to every new thing you try. Just ease in. Try one video that’s different. Then, go back to what you were doing. Then, try it again. See how it goes and if it doesn’t produce the results you want, try something else. Just don’t take any hard left turns and you’ll be fine. This is your channel that you’re running. Don’t feel like it’s running you.
Mistake #2 – Creators confuse niche and brand
Niche is the topic that your channel is about. But, your brand is about your beliefs. Creators get bored with a particular topic over the years, but a brand that revolves around beliefs can pivot and continue to grow. Sometimes creators get stuck in a format instead of in a mission. They think I make videos about ______ and that’s all they try to do. Look beyond your niche and discover the belief behind your brand. Then, integrate it into your content. If you focus on your niche, you blend in. But if you focus on the belief behind what you do, you separate yourself and create that connection.
Mistake #3 – Creators fail to scale beyond themselves
It’s not uncommon for creators to feel like no one else can do what they do. It’s their baby. But, you are only one person. You can only go so long doing everything before you just crash and burn. It takes time to build trust with someone and allow them to do your job, but you have to start somewhere. Make a list of the things that you don’t like to do. Hire someone to do those things. Also, list what things are the most time consuming. Think, if I hired someone to do editing (for example), how much more time would I have to make more videos or make courses or run my business or spend time with my family. Saying no to something that’s very time consuming will allow you to say yes to things only you can actually do.
You can train someone to do what you do by creating systems for yourself that will make your business scaleable and allow you to hand it off to someone else. The book Emyth talks a ton about this. Starting these processes before you’re in dire need to hire someone will only benefit you and your channel.
Still not sure? Test it out. Hire someone for one video to make a thumbnail or do your editing and see what happens. It’s ok if it’s not 100% how you would do it. The time that you will save will be worth it. And who knows, maybe they’ll do it even better.
Have comments, reactions, questions about all of this or just want to say hi? Leave a voice message for us and we may use it in an upcoming podcast episode. Until then…
Keep Changing Lives!