Mega-star Youtubers of all niches have millions of loyal fans. Gamer and internet meme commentator Pewdiepie has 108 million subscribers, viral challenge master Mr. Beast has 60.2 million, fun loving sports and comedy bros Dude Perfect have 55.8 million, sexy Youtube video commentator SSSniperwolf has 26.9 million, internet personality and scandal-monger Logan Paul has 22.9 million, master Filmmaker Casey Neistat has 12.3 million subscribers. These Youtubers produce videos that at any given time have more viewers than hottest TV or streaming shows.
Why?
- They have mastered the Youtube algorithm by capturing fleeting audience attention.
How?
- They have mastered the techno-science art of storytelling their passions in the ultra competitive attention economy.
In other words, these Youtube stars have mastered the art of communicating passion in the economy of attention.
Successful Youtubing – the art of storytelling
Youtube storytelling is very different from traditional TV, and famous Youtube Creators have learned a tried-and-true storytelling formula. This formula is shaped by the Youtube (or whatever platform’s) algorithm that 1. serves consumers by making valuable suggestions for viewers, and 2. serves Youtubers by rewarding them for creating content that keeps consumers on the platform. 3. Serves itself by exposing more and more people to quality content that brings in advertising revenues.
Depending on how you look at it, this is either a virtuous circle (yay, more quality content) or vicious circle (damn, more addictive and time-wasting content). Either way, this Youtube feedback loop is powerful and has made Youtube the primary stop for entertainment for younger generations, but also for education for all generations. The algorithm-loving formula that keeps people “hooked” on Youtube creators translates into the following 5-step Youtube narrative:
- pique curiosity within the first 3-5 seconds,
- promise an enticing payoff,
- take the viewer on an ever mounting ride to the story climax, and finally
- deliver the payoff,
- And give an extra surprise at the end.
However, these formula ingredients need to be combined in the right ways.
Successful Youtubing – the tech of sound and video
Successful Youtubers’ storytelling expertise is also matched by their technological expertise. To heighten the viewing experience (to lengthen the viewing time) and make it addictive (to come back for more), Youtubers know the importance of video editing and soundscaping. Breathlessly fast-paced video editing leaves no second of silence or non-action. Video lulls, and the “ums” and “uhs” get edited out, and video editing tricks like J-Cuts are masterfully deployed to have the audio of the next scene start slightly before the video appears.
The fast pace is like a torrent that carries the viewer to the end of the video. On top of video editing, music, sound and visual effects are exploited to make even dull video moments attention-grabbing.
The rules of the algorithm game is to keep viewers watching as long as possible, and not give them a lapse in attention or excuse to leave the video.
Successful Youtubing – the science of data analytics
Youtubers use their channel analytics to closely monitor and analyze data to understand if their videos are being watched, for how long and by whom. Key metrics for their channel are number of subscribers, top videos, total number of views and watch time and demographics (who is watching your videos). Youtubers also need to understand where their viewers come from (what other websites or Youtube channels) and if people who see the video thumbnail (impressions) actually click on the video (CTR, click-through-rate). For individual videos, Youtubers can learn how many views, subscribers and total watch time and audience retention. The last metric is particularly useful for Youtubers because it will tell them when viewers stop watching and help them understand what not to do to continue to increase audience retention.
In these ways, Youtubers can get quantitative insights to help sharpen their storytelling and tech skills. This is classic science: experiment, measure, analyze and look for patterns. However, the youtube patterns do not follow laws of nature, but rather fickle and changing human interests. Armed with the ability to experiment-measure-refine-measure, Youtubers can optimize the performance of their videos and channels.
The motivation for this information-science-tweaked optimization of videos is two-fold: 1. To better communicate their passions, and 2. To make money. Youtube rewards its successful channel creators by allowing them to monetize their channels.
Successful Youtubers – and something more …
Successful content creators also owe their success to carefully chosen niche subject-matter, clever creativity, technical execution and personal charisma … and all of this must be tempered with “authentic” down-to-earthness. This is a complex recipe of sophisticated proportions, combinations and balances that is very difficult to emulate — contrary to the incessant Youtuber videos telling people that anyone can become a famous Youtuber.
In a nutshell, if you want to be a successful communicator on platforms like Youtube you need the following:
- Passion and expertise for the niche subject
- Naturalness and authenticity (which should come from you passion and desire to share your passion with others)
- Storytelling skills in the attention economy
- Audio and video tech skills
- Ability to analyze and track metrics to improve storytelling asd tech skills
- … and, oh yeah, a pinch of charisma …
Once you can check-off all the items on the list, you will have what it takes to be an effective Youtube communicator.
