pivoting your content · 2020. 7. 8. · experiment on a second channel. while initially known for...
TRANSCRIPT
Your ContentPivoting
ObjectivesUnderstand why pivoting is important01
Identify when to pivot
Learn how to pivot your content
02
03
YouTubeonPivot?Why
01
Nothing is popular foreverLet’s take a look at search interest for “Let’s Play”, a gaming format that was once massively popular on YouTube:
■ When did search traffic peak?
■ When did interest wane?
■ When would’ve been the best time to pivot?
Staying ahead of the curve
Why do YouTube channels die?
YouTubeonWhenIdentifying
01
Stay on top of your channel performanceRegularly review your performance in analytics, being sure to:
■ Avoid reviewing in a vacuum
■ Note any drops in overall performance
■ Review subscriber watch time
■ Check changes in demographics
Look at suggested video traffic...Use the suggested videos traffic data available in analytics to identify:
■ What types of content are driving viewers to your channel
■ What creators your audience has an affinity for
■ The reach + scope of your content
… and search as well!The search data available in Google Trends and YouTube analytics can give you crucial insights when planning content:
■ YouTube Search traffic will allow you to see what searches directed viewers to your content
■ Google Trends allows you to track the popularity of various search terms over a period of time
YouTubeonPivotHow to
01
Try new formatsCyrus North started his YouTube career with educational videos around philosophical concepts & authors, but has been able to find success with a variety of formats:
■ Imagine If
■ Pop Up
■ Cyrusly
■ One Hour on the Internet
Experiment on a second channel
While initially known for his prank content, Roman Atwood used his second channel to experiment with a variety of new, non-prank formats.
■ In Spring 2016, this secondary channel started seeing growth via content focused on personal, family based vlogs
■ Since then, his vlog channel has overtaken his older channel both in terms of viewership and subscribers
Think about quality over quantityConcerned with content quality and creator burnout, Wengie made a shift from high production value beauty tutorials to lighthearted life hacks. Key to this shift were:
■ A decrease in uploads per week
■ Dedicated research and analysis
The result: She experienced exceptional growth, becoming one of the most subscribed creators of 2017
Communicate
"I am bored with the content that I make. I feel like I'm holding myself back a lot. I don't
want to be on my best behaviour any more. I want to talk to you as a 31-year-old woman,
I want to talk about topics that matter to me."
Communicate The drop-out
The outsider
The unsubscribed viewer
The hardcore fan
The audience’s response
ActionPlan
Review your channel performance along with relevant Google and YouTube search trends.
01
Analyze examples of successful pivots and think about whether anyof the strategies can be applied to you channel + content
03
Think about your own creative fulfillment and passion; are you still happy making the content you’re creating?
02
Questions?
Thank You!