How To Become A YouTube Success Story

You may be surprised to hear that 6 of the top 10 most influential digital people in the USA are YouTubers. Established in 2005, YouTube is now the world’s largest video-sharing website, with 1 billion unique users and 6 billion hours of content watched every month.

But how does an aspiring YouTuber go from zero to viral? The ultimate path to success can appear to be unclear. By applying a combination of these 10 key fundamentals in the videos you create, you are much more likely to build a channel that continues to grow. You could even become the next household name!

1. Shareability

If a video isn’t shareable, how will anyone find it? Rhett and Link, a famous YouTube duo that combines comedy with music, believe that if you can’t describe your video concept to a friend in 10 words, it probably isn’t worth pursuing. Why create something if you can’t think, or adequately describe, why it is a) relatable b) topical or c) valuable to an audience?

2. Conversational

If you can make it seem like you, the vlogger, are talking to the audience directly through the camera lense, it will give viewers a much more personable experience. Getting the audience to feel that they are your friend, or at the very least know who you are even if they’ve never met you, is a skill in itself.

3. Interactivity 

The trick with YouTube is not only to get people to share your content, but also to keep coming back for more. One way of making the viewer experience more interactive is to invite your audience to engage with you, for example by leaving comments, questions or suggestions in the box below your videos to spark discussion and debate.

4.  Consistency

Although YouTube is different to TV, having a regular uploading schedule is paramount for building and maintaining audiences. YouTube as a business relies on regular content uploads in order to maximise advertising revenues and to pay its active content producers. One example is Cooperative Photography (or COOPH) which has amassed over 300,000 subscribers due to its regular tips and how-to videos. If you can be consistent in your scheduling habits, on screen personality and format (the way you frame your shots, edit and brand your videos – The Fine Bros “Kids React” series is a good example) then you are on the right track.

5. Audience Awareness

Is there a clearly defined audience for your brand? Who is it that you want to reach out to in particular? It can be good to have videos with a wide appeal, but if thousands of others are creating similar content, it can be difficult to appear near the top of search boxes. Sometimes, having a niche but loyal following, that grows gradually over time, can be the recipe for success in the competitive and increasingly saturated world of YouTube. One good example is, Virat, a channel dedicated to exploring the science of music.

6. Sustainability

Starting a YouTube account is simple, but keeping it going in the long-term is not so easy. Comedy sketches for example, while entertaining and shareable, can take a lot of time and effort to produce and edit. They often involve sacrificing countless weekends alongside studying, working or whatever else life throws at us. Setting realistic goals and being patient are paramount to ensure you don’t burn yourself out. Most YouTube stars did not become over-night successes. They had to work hard to grow their fan base over a number of years. You should always try to produce things for the love of making them, not just in the hope that they go viral and you have your moment of fame. After all, who wants to be a one hit wonder if you can earn a reputation for consistently delivering high quality content?

7. Discoverability

Many aspiring YouTubers will ask themselves – how can my videos get found? The truth is that 40% of all video views come from searches. One way of getting your videos noticed is to publicise them on different social media platforms, particularly Twitter, when a story is current and “trending”. Creating content when something is newsworthy ensures your content is fresh and relevant to audiences. If they like what they see, they are likely to come back to see what else you’ve been up to. Then again, the weirder the story the better. Some videos, such as the “how to tie a tie” instructional video, are timeless and will do well no matter what the time of year!

8. Accessibility

Another issue to consider is whether every video can be appreciated by a brand new viewer. One way of eliminating this problem is to set a context for every new upload, for instance introducing yourself at the start of each video so that new users get a chance to understand your channel and its identity. Another good way of making your channel navigable is to give your channel website a good spruce. Upload a recent headshot and banner as well as links to your other social media pages/website so that people can follow your content on different platforms. Categorising videos into playlists (such as advice videos, diary entries and how-to tutorials) and using clear thumbnails to show what your content is about visually, help people to find the content that they want faster. You can also update your “about me” section and upload quick descriptions for each video, loaded with key words, for extra clarification. The easier you make the experience of searching through your content, the better the outcome will be for return visitors.

9. Collaboration

One of the best ways of ensuring your content reaches a wider audience is to work with other people. That way you can share audiences, and the interaction between YouTubers on camera often makes the video feel more sociable. Reach out to someone who has a similar number of subscribers to you. You may have some fantastic ideas for a beauty advice vlog, but it is unlikely that Zoella, who has over 7 million subscribers, is going to collaborate with you anytime soon unless you are best mates with her in the real world! Start small and aim big. Try and attend networking sessions or join a Facebook group for YouTube collaborations in your area. Although it is possible to collaborate with YouTubers overseas, it requires a great deal more of your time in order to co-ordinate Skype calls and arrange edits so finding someone who lives locally can be much more handy. Join together, and who knows you might make new friends you never would’ve had before!

10. Inspiration

When the going gets tough, always ask yourself the important question: “do I have a genuine passion for this?” If the answer is no and you’re just going through the motions of getting content out as quickly as you can without investing the time and effort needed to make good quality content that people want to re-watch and share, is it worth it to continue in the long-run? Probably not. Do you have the desire to inspire, educate and entertain people? You don’t have to be doing all 3 at once, but if you have a purpose for making content that you believe in, it will really help. Ultimately, there are no right or wrong answers when it comes to getting hits on YouTube, but the more research you do and the more time you invest in brainstorming and preparing ideas, the better your chances of success.

You may think that every video idea has been done before. While the site is inundated with new content every second, the good news is that YouTube is continuing to grow, particularly in the areas of gaming and music. With more and more brands getting involved with YouTubers to promote their products and services, there has never been a better time to monetise your ideas and talents.

So what are you waiting for? If you don’t give it a go you will never know what could come of it. Just pick up a camera, even if it’s just on a phone, and start practising and you can start working your way up to a Canon 600D (or other high quality DSLR camera of your choice).

Teach Me How To Pitch For TV

Pitching is often a taken-for-granted term in the TV world. It’s business jargon for how you go about selling your idea. But it is so much more than simply coming up with a programme idea that sounds great in your head. Do you have the resources, contacts and funding available to realise your dream?

Nav Raman, the Creative Director of Sugar Films, is arguably a queen of the TV world. Having been an Executive Producer for CBBC and Endemol UK, a Commissioning Editor for Channel 4 Factual Entertainment as well as a Director of Development for indies Pioneer Productions and Nutopia, it’s fair to say that she’s racked up a fair bit of experience over the years.

She visited the Media Trust offices to speak to past and present London360 reporters and other TV enthusiasts in an intimate but informal Q&A chat. Here are the main hints and tips I took from the interactive session.

1. Get to grips with TV jargon – changing your tone to match the commissioners you are pitching to could make you stand out. Show you know the industry better than most. Speak their language.

2. Know the schedule slots – you can pitch a show idea for a daytime slot (usually less money but a higher volume of content) or the night-time audience. Early peak time is from 6-8pm, with family orientated content and popular quiz shows such as Countdown. Peak time is at 9pm, when commissioners will pay more for your programme. But beware! Competition is at its fiercest at this time.

3. Think about the gaps – which days and times are fewer people pitching ideas for? The smaller the competition, the more likely they are to consider your proposal in depth.

4. Consider your audience – people often tune in to ITV for broad based entertainment, Channel 4 for more relaxed programmes and comedy, whereas they may go to the BBC for more fact-driven informative content. Which channel suits the type of programme you want to make?

5. Realise “there is no original idea” – try not to cling to the belief that your idea is so unique and that someone might steal it. What are you going to bring to the table to make them realise that you are the ideal person to see it through and not a different production company? Use post-it notes with different genres and themes and throw 2 of them together and see if you can come up with an idea that blends them. You could surprise yourself and find an interesting angle that hasn’t been done before.

6. Have a unique selling point – this could include access to something (e.g. a secret filming location) or someone (e.g. the talent that could present the show).

7. Know what you want – keep the pitch as short as you can while still answering the all-important 5 W’s (Who, What, Where, When and Why). Be clear in what it is you want from the pitch.

8. Know what the commissioner wants – do your research on the company and the genre that you think is best suited to your show. Consider the format as well. Will it be a chat show, a fly-on the wall documentary…or a more innovative format? Commissioners are concerned with ratings, audience (broad or niche), reputation and whether your work fits with the channel’s brand. Show genuine knowledge e.g. what worked and what didn’t in a programme.

9. Make a sizzle reel – shoot, edit and make your own trailer for your show! Make them trust you that your idea has been well thought out and is plausible. Plus everyone enjoys a good visual representation to break up a pitch. After all, they are all humans who enjoy a novelty aspect as much as the next person!

10. Describe your core proposition in 5 sentences – or don’t bother pitching it. Less is often more. Think Dragon’s Den for the media industry. Talk about things such as the genre (documentary, factual, specialist factual (history, science etc), current affairs, drama etc. Also talk about the format you want it to take (e.g. The Farmer Wants A Wife and America’s Next Top Model are highly successful formats which have been used across the world).

11. Be attached to an indie – commissioners will very rarely take you on alone. They often go through professional production companies. Teaming up with an independent one is more likely to help you get your idea developed to the stage where it could be broadcast on TV. Start making industry contacts now!

12. Don’t sell what you can’t deliver – ultimately, TV is a business, and your pitch is like a negotiation.  But you need to have a proposition that you can follow through with, making yourself and the company that backs you money.

13. Have fun with the pitch – Inject your personality and not only will it calm your nerves, it could also keep the commissioners talking about your idea long after you give your presentation.

Follow these tips and you are sure to stand out in front of the commissioners! Now go kick some (media) butt.