YouTube Is Bullying Content Creators.
Here’s How To Fight Back…
YouTuber creators have had their revenues cut by up to 80%.
The “Adpocalypse” was only supposed to demonetize videos with controversial content, but the impact has been far greater.
The move has spooked advertisers and, as a result, it has hurt many innocent content creators in the process.
This isn’t the first time a major social platform like YouTube has made a disruptive change, and it certainly won’t be the last.
Over the years Facebook and Twitter have made adjustments to their news feeds algorithms that have hurt brand reach and exposure. There is a high probability the same will happen with Instagram and SnapChat too.
These changes can disrupt an influencers ability to fund new content, grow their audience, or even make a living from their work.
Understand The Conflicts Of Interest
Platforms like YouTube, Facebook, Twitter, Instagram, and Pinterest are independent businesses.
Their interests don’t always align with content creators.
In fact, their goals are often in direct conflict. Especially when a business like YouTube seems more intent on becoming the next big thing in television, rather than supporting its online community.
While I recommend using platforms to help build and grow your audience, it’s important to avoid becoming overly dependent on them. They should not be responsible for the long-term success of your content or your brand.
Promote Your Brand, Not Your Platform
Just as Stephen King isn’t considered an “Amazon Kindle Writer,” you shouldn’t be viewed as a “YouTuber”.
Your content and your personal brand should transcend the platform.
I often see creators making the mistake of becoming overly attached to their most successful platform. Some of the biggest influencers fall into the trap of labeling themselves a “YouTuber”.
This approach severely limits their potential.
The solution is to focus on your personal brand, the content you create, and the audience that benefits from your work.
The platform is just the method of delivery.
Get In Direct Contact With Your Fans
The single most important move you can make is to create a direct relationship with your most loyal viewers. You need a mechanism for connecting with your fans that is platform independent.
The most common approach is to build an email list.
This is a great way to stay in touch with super fans without relying on another business to give you permission to do so.
It also provides you with leverage that can be invaluable when a platform changes their algorithms or makes it harder to monetize your content. It gives you options when you need them most.
A typical list building strategy involves:
- Using an email service provider like ActiveCampaign, InfusionSoft, or Drip. They host your list and make it easy to design and send email updates to your fans.
- Creating an exclusive piece of content or bonus that people receive when they choose to join your list (NEVER send mail to anyone that hasn’t asked to receive your updates).
- Adding an opt-in form to your website or using landing page software like ClickFunnels, LeadPages.net, or Instapage to create a simple page that your fans can use to join your list.
I plan on breaking these steps down in greater detail in future articles, so be sure to follow me on Medium or Twitter if you are interested in learning more about email marketing.
Always Serve Your Most Loyal Viewers
Not all subscribers are the same.
The unfortunate reality is that most people that subscribe to your YouTube channel are only casual fans. They may only have a passing interest in the content you cover. Or they may have enjoyed one or two things you published in the past, and never really followed-up again.
This is part of being a YouTuber. Casual fans come and go. And there is little you can do about it.
In fact, the worst thing you can do is fall into the trap of trying to appeal to everyone. This inevitably waters down your message and makes it harder to stand out and build a memorable brand.
The solution is to focus on your super fans. The people that love what you do. They are the key to your success in the future.
Your goal should be to attract, nurture, and retain super fans.
These are the people that stick around, consume more of your content, leave positive comments, drive up your engagement metrics, and in the process — help to grow your audience by sharing your videos with people they know.
As you learn more about your super fans, you will have many new options for monetizing without “selling out.” In fact, you don’t have to sell anything. There are plenty of ways to monetize your audience when you have direct communication with them.
