Finding and building the right audience is CRUCIAL if you want to succeed on YouTube.
To understand the best way to build the right audience, we must study how the YouTube algorithm works...
YouTube's algorithm focuses on the people using the platform and is less technical than you think it is.
The best way to grow your channel in viewers, subscribers, and watch time is by getting viewers to watch more of your videos.
Most users think that YouTube tries to find viewers for the videos on the platform (This is wrong.)
YouTube can examine a viewer's watch history and get an idea of what the person likes instantly.
The algorithm processes the user and locates videos that the viewer enjoys watching.
YouTube's algorithm in a nutshell ^ Notice how simple it is?
Users will get served videos that they watch regularly.
For example, if you are a diehard sports fan that loves watching basketball highlights on YouTube, the platform will serve you videos relating to basketball. If you begin watching a series of car videos, you will see car videos showing up in your home and suggested feeds.
To prove that YouTube will recommend content you watch consistently, I started a new google account and watched 9 NBA videos, and immediately started seeing basketball videos show up on my homepage.
I did not like, subscribe, or comment on any of these videos, and YouTube still recommended basketball videos.
Now let's see what will happen to the homepage once I watch some car videos...
Notice how YouTube is nowrecommending basketball and car videos?
You need to create videos that your ideal viewer will watch consistently. If you can get a viewer to binge-watch your videos, YouTube will push more of your content through the home and suggested feeds (Home and suggested views will make up the majority of your views as you grow on YouTube.)
If you create content for the right people on YouTube, the algorithm will put videos in front of the audiences that you are targeting.
This is where identifying and building the right audience comes in handy...
If your channel does not connect with your audience, you will struggle to find people that watch your videos consistently. Without consistent watchers, your videos will get recommended less to new viewers (This will slow down your growth.)
Viewer loyalty outweighs the number of subscribers and views you get.
Focus on attracting viewers that want to watch more of your videos (It is better to be in front of 10 of the right people instead of a thousand of the wrong people.)
If you focus on attracting more views and subscribers, you will have difficulty connecting with people watching your videos because you will be chasing numbers instead of creating human connections.
The views and subscribers will eventually come as long as you focus on the audience you are targeting. By creating a pleasant environment for your ideal audience to join in on, YouTube will see viewers returning and then push your content to new viewers with similar interests.
When most content creators start a channel, they post random videos they think are cool and get views instead of creating a plan that focuses on one direction and figuring out what viewers desire to watch.
By chasing the numbers, you will have difficulty developing viewers that will watch most of your videos and be willing to spend money on products or services (If you decide to turn YouTube into a business.)
You can track whether or not you are building a loyal audience in YouTube's analytics (YouTube Studio > Analytics > Audience.) In the returning viewer's tab, you can see that the purple line indicates returning viewers, and the blue line shows new viewers. Your goal should be to have more returning viewers than new viewers.
How do you start building a loyal audience?
Take an interest you strongly believe in and try to find viewers that share the same belief.
To find these people, you need to understand yourself through the interests and beliefs you hold. Once you study yourself, develop a custom avatar for the person you are going after.
You should know your viewer's story, the problems they are having, the feelings they experience, what would happen if their problem was not resolved, and how they plan to solve the problem they are facing.
Now you must develop a value proposition that will get implemented throughout all of your content. Value propositions are promised values that you plan to deliver to viewers.
Make sure your proposition is short, easy to read, and clear to understand. You will be using it throughout all of your content's branding and how you present your message.
After developing your value proposition, you should be able to say, "Hey, subscribe to my channel because ___." If you struggle to fill in the blank after creating your proposition without sounding vague, this means that your value still needs work.
Believe in your value proposition strongly (You should not cringe every time you say it.) Your goal is to build an audience around the belief you have.
Examples of our clients value propositions ^
Once you finish, add this proposition to your YouTube banner, channel trailer, say it in your video's intro, and internalize the message throughout every video you release.
The last thing you want to do is brand your channel in ways that do not relate to the proposition.
I have seen and worked with channels with millions of views without a value proposition or any clear direction. These channels eventually plateau and slowly die because they build an artificial audience that does not relate to the creator's message. You do not want this to happen to you because it will be difficult to fix the problem.
For example, you do not want to be running a gaming channel, then suddenly releasing videos about cooking food.
Consistency is crucial, another skill you must internalize if you want to succeed on YouTube. I will explain this topic in tomorrow's email…
If you have any questions about growing your YouTube channel or would like to work with us, make sure to book time on my calendar down below.