Recently, I've been spending about 2 days a week on researching, scripting, recording, editing, and sharing YouTube videos for Stock Card. I had hoped content would be a source of organic user acquisition, and it is, but not as big as I hoped. The biggest impact is on engaging our existing users, showing there is always something new to discover on Stock Card. For example, the number of Stock Card views per month by existing users has gone up by 40% in the last 3 months vs. the previous 3-month period. This is great news, but I still need ways to grow our user base faster. To do so, I have to make our content more appealing to a broader audience.
I've been taking Ali Abdal's Part Time YouTube Academy course (PTYA) and here are a few ways I've learned to improve our content's acquisition performance. There are a few ways to do so:
In this post I summarize my ideas across all parts of the above funnel (loop) as I learn them. I may update this post several times in the future and add new ideas to it.
This is where I have the most struggle. How to come up with an idea with broad appeal that is still relevant to our personal finance and investing enthusiast middle-age men.
The most common method every YouTube academy and course suggests is to find what works for others, and "copy" it. If you find and idea that has worked for other channels, in your niche or elsewhere, and ask yourself:
Finding the idea that you can copy, or replicate its pattern becomes harder. But there are patterns that can work:
VidIQ YouTube channel has a video series with this pattern: <Target Audience>: Do THIS to <Amazing Results> in <Unbelievable Time>. If I want to use that pattern for our investing category, these could be good ideas:
Side note: The challenge, for me personally, is to make content that is still valuable and make people's lives better, while going viral in the finance category. There is a thread by Jamie Rawsthorne on how he and his partner, Zac Alsop, grew their YouTube channel to ~1.5M subscriber even starting with their first few videos by doing videos on the topic of "faking" a model or a celebrity, etc. They actually put a lot of work into their videos' productions. The end video is fun and engaging, and made those guys thousands of dollars in advertising dollars from YouTube, but the content category is "junk" entertainment, like Mr. Beast stuff. I can be naïve but I do not want to be one of the people who produces junk content that only engages people, although I'm jealous of their success.
Now Jamie has moved on and is working with more serious creators, Cody Sanchez and Austin Reif, and collaborating with the likes of Angus Parker (General Manager of Ali Abdal's channel) proving that his framework can work in other categories. Now I understood how Cody Sanchez suddenly rose to the top on YouTube. It's the framework that is proven. I should be able to replicate it. His framework in summary is:
Bright colors work better.
Faces on the thumbnail build trust.
Hooks have to be short, engaging, and to-the-point.
Assume the audience doesn't know you, so no references to the past.
Front-load editing efforts.
Coming soon - there is something about Tweet-style landing page by Greg Isenberg that I really like. Will talk about it soon.
Coming soon - there is something about minimum Wow product (instead of MVP) by Tim, partner at PlatformOS. Will talk about it too.
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