My name's Evan Gregory, I'm one of the Gregory Brothers and we havea YouTube channel called schmoyoho. I think our channel has worked because people love the music,they love our sense of humour and there's something novelabout what we make and if we made each other laugh,our audience is gonna like it. I think it's importantfor creators to evolve their content. I think you can have a very successfulyear, 2 years, even 3 years on YouTube doing 1 thing and doing it well.
Eventually, either you will tire of itor your fans will tire of it. You should always be thinkingabout what the next thing is. Even if you don't chooseto do that next thing be thinking about what it might be. So, when is the right time to make a change? We've done it based onmany different variables over the years. We definitely look at metrics to a degree. Generally, we aren't in our metricsevery day or every week like I think some channels are.
And I think at times,that can make a channel too repetitive it's like, “OK, we know our fans like this “so we're just gonnamake it over and over again.” We watchthose end screen numbers pretty closely. And we sawthat people were much more likely to click and then go watch another video if we presentedthe catchiest part of that new video rather than dwelling in thehappiness of the video they had just watched. And we've been really focusedin the last year on CTR.
Which is your click-through rate for certainly individual videos,but also series of videos. But I think it's important to, at times,just sit back and say “why should I care that thisgot 100,000 views instead of 300,000 views?” You have to be able to get some satisfactionfrom your own creative fulfillment and not just from external likes,from external comments. But also, just look at your comments as a whole, as a list, as a data set,almost like your analytics. That can tell youif a new video is working or not.
And for us, it's always been that balance of “what is our audienceasking for or suggesting?” vs “what do we wanna try? Is it a new medium?Is it a new type of video?” And striking that balanceand trying to do both has really contributedto our longevity over the years. About once a year, we all get together and just talk about, like,”what do we wanna focus on in the next year?” and it's a creative discussionand it's a business discussion. The success can't comeif you don't have the creative right.
You want to findsomething that you love doing and won't hate yourselffor doing week-in and week-out and something that feels signature to youso that when people come back to it they're not surprisedthat you've chased the next thing but that you've deliveredsomething that feels familiar and fun to them and it is what they expect on your channel. There are billions of videos to choose from. Millions of other wonderful creatorsthat people can go watch. But you need to understandthat the ups and downs are totally natural.
You're gonna have fans that stick with you and if you can go backto what they love about you then you'll find another up cycle again. You'll get back there.
Source: YouTube Creators