You need the knowledge of how SEO works but you also need the authority
I believe it comes down to sacrifice and you really focus on the process rather
than the result the process of making a great video learning to edit learning to
make thumbnails learning how to speak on camera learning and learning then over
time you'll start getting the result
hey guys, welcome to another edition of Animaker Genius Talk
a talk show where we interviewed genius minds from the world
of videos and transfer some of their amazing knowledge to you today we have a
very special guest in the house I am pleased to present to you successful
youtuber and very successful author Brian G Johnson welcome to the show
Brian I'm happy to have you here today it's great to be here thank you so much
for having me I'm excited to share today and hang out all right let me explain
how this is gonna work today we have three amazing sections and through these
sections we're gonna find out how to get the first 10,000 subscribers on YouTube
all right
every great story always starts with the hero's journey Brian today you're the hero
of the show so tell us how your journey started off in the youtube world
well actually again it's great to be here thanks for having me on the show
and my journey started as a professional chef and I was really interested in
getting started with internet marketing and I remember when YouTube was just
coming out in fact hang on and looking at my iPhone now today and it's
amazing what we can do with these devices and when I started it was
actually 2007 and we didn't really have the capabilities to film on a mobile
device but there was a small camcorder called the Flip camcorder that came out
and it really made it easy to create videos and I was creating a lot of
websites to make money and whatnot and I thought it would be great to be able to
have videos on the sites as well so I had a a simple device that allowed me to
create videos and I also had YouTube was just launching this is again 11 years
ago that's that's like dinosaur ages on the internet you know 11 years is a long
time and I felt like it's gonna be easy enough for me to get started and make
nice videos add them to my website and that's really how I began the process of
really exploring YouTube to move forward
Wow a chef to a youtuber that's
definitely an amazing journey all right so you are a very successful author today
your book Tube Ritual volume I has become very successful among the video
creators community but when I came across your book for the first time
there was one question that really popped into my mind as a professional
video creator and an expert at that too why did you choose to have a book over a
series of videos or a video course ah so for me personally I I am into
creating content and one of the things to think about is
what are the different ways that you can reach people to grab authority to get
yourself out there and whatnot and a lot of people are excited to read they like
to sit down maybe it's on their phone or a Kindle or they buy an actual
paperback book and they read in in a few years earlier
I launched this book trust funnel and that process was was great for me and I
enjoyed the process it got my name out there
got me some speaking gigs and so on so I thought what I would do is I would start
writing another book as I was doing the videos so I wouldn't say I necessarily
decided to do videos or or write a book rather over videos I was really
doing both alright so you just chose books as another medium to get your
content out there right yeah exactly one of the things to think about that really
went through my mind was I'll be able to write a book and people that are on
Amazon are gonna find the book they're gonna read the book and then they're
gonna come find my channel and it will be one more way in which I can grow my
channel and and not just grow the channel too but really establish myself
as someone that's passionate about video and it would also put some fire under me
to take my video game up to the next level which is great you know we have to
really push ourselves to do the best job we can and here I was writing a book
about video so I had to get good at video really fast
well that's definitely an amazing motivation to up your game alright Brian
we've come to the end of section 1 the next section is a very interesting section
I am going to throw some questions at you
I'm gonna find maximum value from your answers and pass on that
value to my audience all right
let's do it
perfect the first question that I have for you is on another episode of genius
talk when I was talking to Rand Fishkin he gave me this amazing analogy about
YouTube he compared YouTube to the chicken egg
problem when you get viewers you get subscribers I mean
the subscribers and when you get the views alright so my question to you is as a
beginner but I don't have the viewers are the subscribers how do I go about
gaining both and how do I get my first 10,000 views and my first 10,000
subscribers this is a great question and it's a very popular question how is it
possible when there are these channels that are so big and I'm just starting
out and I don't have the subscriber base and it can be frightening but what's
really exciting to think about is that if YouTube created an algorithm or a
platform that only rewarded big creators then there would never be any new
creators coming on the platform that would be able to get views it would be
impossible because YouTube basically the algorithm like you said would only
reward those channels that already have the ability to drive views and the truth
of the matter is that watch time is a phrase that's thrown around so very
often and if we really dig in there are many different watch time metrics it's
not one metric that's why if you go into your analytics you see things like
average view duration minutes watched you see percentage view you see audience
retention that's four different watch time metrics and if you number one if
you believe that you can and you strive to create great videos and you practice
keeping viewers watching you practice editing you focus on SEO you understand
where the competition is then you absolutely can move forward you can
publish videos and you will drive views because at the end of the day there are
basically four words maybe five words that dictates how the algorithm works
and it's expected watch time per impression which means the watch time is
just not how long people are watching but it's how often number one viewers
are clicking on your thumbnail so if YouTube shows your video thumbnail in
search results but nobody clicks it that's bad because you're expected watch
time is going to go down dramatically the second component of expected watch
time per impression is average view duration which is basically how long
they're watching your video now what's really exciting is this information
comes from YouTube we can trust this that that's how it works so if you
increase how often people click on your thumbnails and you increase how long
they actually watch which we're in control of you can drive views now here's
the really exciting part I know this sounds difficult for a lot of people but
what I can tell you was when I launched my channel there are a handful of videos
today two years later that actually have over a hundred thousand views and those
videos were published when my channel was less than maybe two months old I had
maybe four or five hundred subscribers and yet today I just checked I just was
taking a screenshot and one of the videos is Apple marketing strategy
currently for for my account I rank number two in YouTube and I gotta be
honest my friend the audio is bad the video quality isn't the greatest and yet
because it's got a good thumbnail so people are clicking and because the
quality is just good enough I've been able to drive over a hundred thousand
views and anybody can do the same how do you pick the keywords for which you have
to rank on the first page and more importantly how do you make sure that
you stay on the first page of that search word really really great question
this is the this is where youtubers struggle and this is a reality a lot of
people will say by YouTube you know they reward big channels if we're really
honest the end of the day it's up to us to make
good decisions and it's hard it's hard to know how to choose a keyword phrase
to target here are some ideas that will allow you to choose a keyword phrase for
the video that you're gonna publish and I guarantee if you follow these steps
you'll do better I guarantee it in fact it's funny I'm actually working
on a video right now that covers this very thing and it's interesting because
I just found some new information directly from YouTube inside YouTube
studio beta and they tell us about keywords and they tell us where to put
the keywords how to optimize the keywords but they don't answer the
question how do you choose which keywords you should you should target
think about this when you're targeting a keyword phrase we're talking about
language and people talk and think in different words if I want to buy a let's
say I want to buy a painting from a store well I might search online for buy
painting but someone else might search for order paint painting and someone
else might search for purchase painting at the end of the day they mean the same
exact thing in what that means is that if you slow down and really think
through I'm gonna create a video about paintings and I want people to find my
paintings so what I'm gonna do is I'm gonna look at all the possible search
terms that people might search for I'm gonna look then look at the top ranking
videos in YouTube and it's really actually pretty easy to do and and to
dramatically improve your results for example when I started excuse me when I
started I I had that new channel and I did well and I published the video on
Apple branding strategy I started driving views because it was not as
competitive as some of the other phrases on YouTube and then I wanted to start
talking about YouTube so i targeted how to get views or actually how to get more
views on YouTube and I was obliterated in fact
today I still don't have the authority that uh that I would go after that
phrase I might get lucky in once in a while I'll dip my toe in the water I'll
try but more often I'll ask myself what are other ways that viewers might be
searching for the same thing most people think how to get more views on YouTube
but you can use a thesaurus you can take thesaurus and it will help you
identify words that are very similar so I asked myself well really what we're
talking about if we boil down the phrases more views now if I think to
myself what's a related word to more well one of the things I found was
increase increase and more kind of mean the same thing so I thought okay well
let me go to youtube and see if people are searching for increase and they were
but I also saw boost turns out that boost is related to more and it's also
related to increase and if you start going down this path of really thinking
of all the different ways people are thinking and how they're searching
you'll dramatically increase your opportunity on YouTube because the next
step is to simply we want to search for the keyword phrase and pay attention to
how many views the ranking videos have so if all the videos have 250,000 views
well that's a lot of views and I probably can't drive that so I'm gonna
search for increase views and right when I started doing that I was able to rank
more in my videos and and that's how you get your foot in the door and what
happens is slowly over time you get more and more powerful you get more
subscribers and you get to a point where you can target the biggest keyword
phrases because you have the knowledge to apply the SEO and you also have the
channel authority to pull it out off you need both you need the knowledge of how
SEO works but you also need the authority with the channel and and
that's how that's how I've done it and it's worked really well
as a beginner on YouTube how do you get discovered you know when we talked about
how to get views how to target the right keyword phrases when you combine that
with a well-structured channel it will allow you to get discovered to get
discovered and to grow so what I do is I start off with clients that I work with
and I mentioned things like select one broad topic it might be entrepreneurship
or it might be video marketing you might create a channel on cooking but stick to
one broad thing and then think about three sub niches so let's take cooking
for example you might have a playlist on low-fat you might have a playlist on
Italian and you might have a playlist on really simple easy to cook recipes now
by focusing on those three sub niches in one broad topic you'll dramatically
increase the likelihood that A someone finds your video and then B they watch
multiple videos because your channel has a nice theme and this is where a lot of
youtubers struggle and if I'm honest like this is a struggle because as
humans we want to do a lot of different things and for me personally I believe
it comes down to sacrifice if you really want to grow you have to be willing to
sacrifice to get what you want like I would I would love to cover a lot
of different topics and I'm just I'm just broadening my channel now just a
bit and I'm really going slow because I don't want to go too broad too fast it
can really cause havoc on the channel so well a technical question and you came
up with the philosophical answer about sacrifice but it definitely makes sense
all right the next question is an interesting question Brian that I have
for you is supposing if there are two equally valuable videos that give you
equal amount of information about a particular topic and one video comes
from a monetized channel and another one comes from a non monetized channel do
you really believe that the YouTube algorithm would give weightage to the
monetized video in their search ranking because it generates revenue for them
I don't believe so so what YouTube has said is that the search Department
search and discovery the algorithm people the people that tweak the
algorithm and and try to decide which videos should be promoted and which ones
shouldn't that department is completely separate to the folks that work on
monetization and I personally believe that in fact some of the experience that
I've gained over the last two and a half years is I didn't monetize my channel
until I had over 8,000 subscribers so I had driven probably about 750,000 views
so we're talking three quarters of a million views without a monetized
channel so I was able to rank I didn't have any problem at all and and it
wasn't really an issue its I think you know a lot of the questions that I hear
from people is like ah it seems like there are all these things against me
and in the truth of the matter is it's hard it is challenging and I'm not gonna
say it's easy because I don't want to build people up with pipe dreams I want
people to be able to move forward and the thing that I see stopping so many
people is unrealistic expectations you know we get really excited about
starting a channel we published some videos and we in more disappointed with
our results it's even when you know this like I've been really hustling the last
eight or nine days I published seven videos in a row in these are videos that
I'm spending six seven hours editing so that's filming editing for six or seven
hours a day and I'm like where okay I want more you know but over time what I
found is that as long as I just focus and my expectations are based in reality
I get great results and I do grow sometimes it happens on a different
timeframe though well that's a great piece of advice
expectations is definitely a problem that all youtubers are facing today all
right the next big question is about you Brian usually you have a small engaged
and super competitive niche for your channel right
helping youtubers create better videos so as beginners what is the advice that
you would give us in finding the right niche a really really great question I
absolutely love it and for me personally it really starts off with what are you
trying to accomplish I think this is super super important if you're doing it
to make money then that has to be a really big
consideration you just can't start a channel because you're passionate about
meditation you could certainly monetize meditation videos but there might be a
lot of easier ways to make money on YouTube maybe selling information
products around health and weight loss maybe that would allow you to rank
faster and also sell products excuse me to allow you to move forward and
get those results that you're after so I think it really starts off with what are
you trying to accomplish and then number two what are you what are you excited
about and what can you talk about for a period of time like YouTube YouTube is a
long game YouTube isn't something you'd set up and I'm gonna test it out and
again this is really a big mindset I see with a lot of people is well I'm gonna
see if how it works so I'm gonna publish a few videos and unfortunately it's it's
so disappointing for me because I see a lot of people that they give up on month
two and I've had so many videos myself that blew up on month three so it makes
me wonder you know those people that started they published 15 videos and
then they quit I bet some of those videos they published are now ranking
and they're driving views but they've already moved on which is really a
bummer so I think really just starting off with
what are you trying to accomplish and then think it down what are you
passionate about what can you talk about over a year two years like I really love
I've always done video I've done video since 2007 2006 like I said but I never
really focused on it until I started the channel I have today and I figured you
know I can talk about SEO I can talk about the algorithm I can talk about
being creative and I can monetize my channel which was important and I can I
can be a speaker and speak about video marketing and all of these things helped
me make my decision for the niche I would choose and I think this is how to
really go forward and just and choose a niche that makes the most sense again
beginning with what do you want to achieve and then number two what are you
passionate about and also like is there some overlap when you find a topic that
you're passionate about where there's an audience that's excited to receive the
information and you really focus on the process rather than the result the
process of making a great video learning to edit learning to make thumbnails
learning how to speak on camera learning and learning then over time you'll start
getting the results that you set out to get well a great piece of advice but I
was really fascinated by that audience thing that you pointed out in your last
answer and that leads me to the next question you have created an amazing FB community
right and the Facebook community that you have has become so popular among
video creators I myself have been a part of that community for over a year now so
tell us the backstory behind this group I want to start telling an ongoing story
around my channel the hook for my channel was I'm kind of a beginner here
I don't have professional experience with cameras I don't understand how
the cameras work and there's so many settings and I've never really edited
videos I've never really worked with lighting and whatnot I've never done all
these things but I'm gonna figure it out and I'm gonna share my journey along the
way and by the way what we're talking about
here is is called in marketing terms an open-loop and this is something that the
most successful marketers use including youtubers like the whole logan paul and
ksi fight that was an open-loop that fight was not about the fight that fight
was about talking about something that would be epic and would allow logan paul
and ksi to make engaging videos for four or five months and then they had the
fight and guess what it was a draw so now there'll be another fight and
they're gonna continue to talk about it in its an open-loop when i came out with
when i published this book one of the things i did was i sent this book out to
hundreds of people and i never asked them to share it but they did and it
kept showing up in people's Facebook feed and then people started asking
about the book and i was slow to release the book where most authors they wanna
they want to publish the book and get it out there fast i was like this is my
first book and i have to do this right and there's no rush like it's it's much
more powerful to be creating this kind of open loop idea so so that's what i
did with with my channel was i'm gonna try to grow my channel to 10,000
subscribers in a year and i thought one of the places i could tell this story
was in a facebook group specifically targeting not really even targeting but
just with a group of video creators in mind and they can share their knowledge
i can share mine we can ask questions we can work together we can find people to
collaborate with so that's how that's the backstory of how the group just kind
of became in it's interesting a lot of times i'll be very deliberate and i'll
plan my marketing writing a book is a great example however with the facebook
group this was just one day i was like i should probably have a group and i
should probably start telling this story so i created the group and i created
some buzz on facebook because of you know people followed me from my book
than some of the other things I've done and all the open loops that
created and whatnot and then as the group launched all I did was
nurture it in one of the things that can consider with growing a Facebook group
is it's not just about the group creator it's not about the person that creates
the group if all you do is promote if all I was to do was to share my videos
now I share my videos all the time but I also ask I just posted a question right
now to my group and the question was well what's what's more important having
amazing looking thumbnails or a great camera you only get to choose one and
and that's a discussion that we can have now as as as as the group grows and so
on and I think just being present and answering questions and sharing content
sometimes I share other people's videos I share other articles and I also
share my own content whether it's my book whether it's a new product I'm
promoting or whether it's my YouTube videos when you do all of those things
and people can see that you're not just in it to to sell your products but
you're truly dedicated to the group as a whole that will show through and people
will respond to that and they'll invite their pals and and they'll come back and
they'll post questions and then it gets to a point where it's definitely not my
group anymore I might have created the group but it's its own living and
breathing thing and people are there they're joining all the time they're
asking questions they're supporting one another and for me that's a really big
motivator is to help people and create the sense of community to wrap up and to
talk about how I do use the group to promote videos one of the things I do is
when I release a video now I will post it to my to the group I did create it
it's not my group but I did create it and then I'll link to the to the video
in the post now it's interesting on a profile what I would do is I would I
would create a post and I would add the thumbnail to the post and then I would
say the link to the video is in the comments but in a group
you can actually pin or create an announcement so what I do is I create an
announcement and then any time someone comes into the group the first thing
they see is the latest announcement which is probably or usually one of my
videos with the thumbnail and then it says watch and there's a link so so
that's kind of how you can leverage the power of a group in it here's the last
thing really interesting the group today is over 9,500 members and the amount of
views that I get from the group is about 2% maybe one or two percent the amount
of views I get from Google is far surpasses it's maybe twenty times
greater what I get from Google versus what I get from the group and why I'm
sharing that is at the beginning of this talk we talked about the power of
choosing the right keyword phrases and the reason I Drive so much so many views
from Google and YouTube is because I'm very deliberate with the keywords that I
that I select so that's that's the thing to focus on and over time a group will
grow and it's an asset and you want to build one but but but honor honor the
fact that you can drive so many more views through YouTube in Google wow you
have definitely managed to nurture the video creators in your group as a part
of your group I'm really proud to say that you have definitely created a very
healthy living breathing being there all right Brian we've come to the end of section two
This is going to be a rapid-fire section I'm going to throw some questions at you
I want you to give me quick answers without much of thought let's do it
all right your favorite youtuber apart from yourself
Nick Nimmin he's your best
buddy right he was here a friend of mine okay what is one moment that your
channel really blew up from and what is the reason behind it for me I would say
that was in the fall of last year and what happened was I was able to triple
my views or not triple my views triple my subscribers so this is kind of
exciting the same amount of views but now three times the amount of
subscribers and what I did to make that happen was I always tried to figure out
like the right keywords I always thought about like how can I position my content
so I get in front of more people and so I had the SEO part like I was really
focusing on that and I had that dialed in and I was always asking like how can
i edit a better video and can I come up with a better thumbnail and how can I
like my videos better and I kept trying new things and experimenting and and
again you know I started out from zero I didn't have the technical background
that a lot of successful youtubers have so it took me some time and basically
once I got to the fall of last year it came together and that allowed me to
really not just drive the views but gain the subscribers as well all right next
question is three important steps that you are taking right now to take your
videos to a million subscribers awesome brand new thumbnails probably the fourth
version of my thumbnails always be improving number two I took back editing
on my own videos to learn editing even better to improve my editing and so on
number three how many did you ask for three or four three three number three
to not just know how important it is to use those keyword phrases but to not be
greedy and try to go for something that's a little bit too competitive so
really focus on a sure bet a keyword phrase that's gonna be easier to rank
for so I can think I'd like to think about it as a baseball game if you try
to up you step up to the plate and the pitcher pitches the ball and you gotta
swing and you might try to swing for a home run but you might miss but if I can
just get on bass and maybe drive 10 20 30 views a
day if I keep doing that over time those videos do really well and it'll help me
grow faster so SEO cleared analogy with baseball all right one more question is
when is the right time to monetize a channel as soon as you're able to so
what I would say is the best way to monetize in the best way to think about
monetizing is to try not to think about it
the best you can if that's what you really want to do you're going to think
about it and that's natural but thinking about it when you can't monetize doesn't
help what helps is to focus on the SEO and the editing all the things we spoke
about so focus on and think about that first and then as soon as you can
monetize monetize there's no reason to hold back Wow definitely not an answer
that I expected but it definitely makes a lot of sense all right Brian if you
have one message for the animaker community who are viewing this video
today what would that be easy stake your claim and amplify your message
you dig amazing message I'd like to leave my audience with that thank you so
much Brian for taking the time to talk to us today
thank you again for having me it was was a lot of fun and you're a great interviewer and I appreciate that
wow that's a great compliment and it really means when it
comes from an experienced youtuber such as yourself thank you so much Brian
cheers buddy
guys if you really enjoyed the show go ahead and click on the like button and
the subscribe icon on and click on the bell icon to stay updated on all the
latest episodes of Animaker Genius Talk and if you want to see your favorite
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and we'll make sure to get them for the future episodes
Until then take care and stay safe
this is Aravind from team Animaker signing off
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