The YouTube Formula

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Derral Eves. The YouTube Formula

Table of Contents

List of Illustrations

Guide

Pages

Praise for The YouTube Formula

YOUTUBE FORMULA. HOW ANYONE CAN UNLOCK THE ALGORITHM TO DRIVE VIEWS, BUILD AN AUDIENCE, AND GROW REVENUE

FOREWORD

INTRODUCTION

Do You Know What Your Problem Is?

Your Client's Success Is Your Success

Uniting People around Their Passion

1 Try, Fail, Analyze, Adjust: A YouTube History Lesson

2 The YouTube Ecosystem

Beware of Copyright

Ad Revenue Sharing

An Evolving, Thriving System

3 The YouTube AI: A Deep Learning Machine

The AI Evolution

Diving Deep into the Deep Learning Machine

A Machine at Work … and It's Working

4 The Algorithm Breakdown

Part 1: Gathering and Using Data

Gathering Metadata

Video Intelligence

Closed Captioning

Natural Language

Video Title and Description

Part 2: Algorithms with an “S”

Browse: Homepage

Browse: Subscription

Suggested

Trending

Notification

Search

It's Not YouTube's Fault

5 Why Most YouTube Channels Fail to Succeed

Become a Student of the Data

The Comparison and Copycat Traps

Course Correction and Consistency

Getting the Right Feedback

The Wrong Content

YouTube Superstitions

Burnout

Focus

6 Make Money Partnering with YouTube

Joining the Partner Program

The Money Logistics

Additional YPP Revenue Opportunities

Channel Memberships

Live Stream, Super Chat, and Super Stickers

Merchandise

YouTube Premium

Make Even More with Ad Revenue

Google Preferred

YouTube Selects

Case Study: Dan Markham @ What's Inside

Case Study: Jackie @ JackieNerdECrafter

Case Study: Shay Carl Butler @ Shaytards

Case Study: Ryan Kaji @ Ryan's World

YPP AdSense Is Just the Beginning

7 Use Your Influence to Generate Big Money

Why Not You?

Merchandising

Brand Integrations and Influencer Marketing

Business Ownership

Limitless Opportunities

8 The Real Power of Your Influence: Making a Difference

Planting a Forest of Influence

Raising Money and Awareness

9 How Businesses Extend Their Reach and Drive Revenue

Demand = Opportunity

Think Bigger

Break into Big Brands

Optimize with Split Testing

Take Smart Risks

Think Evergreen

Be Your Own Influencer

Embrace the Digital World

Apply Omnichannel Attribution

Use Paid Acquisition

Learn Strategies and Use Them

10 The Data‐Driven, Human‐Centered Formula

YouTube Sixth Sense

Know Your Goal, Know Your Why

Become Aligned with YouTube's Goal

Traffic and Momentum: Decoding the Viewer

Action Exercise

11 Identify Your Audience

Don't Make Videos for Yourself

Find the Sweet Spot

Not All Channels Are Created Equal

The AI Needs to Know Your Audience, Too

But … How Do I Learn about My Audience?

The Persona Breakdown

Your Viewer Lives In Micro‐Moments

Putting the Persona Breakdown to Use

These Are My People

Action Exercise

12 Recon and Research

Reconnaissance

Research

The Ultimate Unicorn: Jesus

Action Exercise

13 Content Is King

Ads with Impact

What Is Content, Exactly?

Pattern of Narration: Storytelling

The Hook

Reengagement

The Setup

The Climax

The Goosh

The Wrap‐Up

Making Your Content Pop

Authenticity and Emotional Connection

Content for Sales

It Works Across the Board

Make a Lasting Impact

Action Exercise

14 Feedback Is Queen

Human Feedback

Data Feedback

The Four Ws

Human + Data Feedback: A Winning Combo

Action Exercise

15 Title and Thumbnail: Success Starts with a Click

Grabbing Attention Visually: The Science

The Rule of Thirds

Color Psychology

Thumbnail Strategies

Thumbnails the Right Way

Thumbnail Audit

Traffic Sources and Thumbnails

Video Titles

Your Title Needs to Satisfy the Why and the What

Making Clickable Titles

Downloadable Tools for Title Generation

Action Exercise

16 Engaging Viewers' Attention So They Watch More

Respect Your Viewer's Commitment

Engagement and Disengagement Triggers

How to Read the Metrics

Average Views per Viewer

The 50% Rule

The 30% Rule

Maintain the Value Proposition

Message First

Pattern Interrupts

Mastering Engagement

Action Exercise

17 Creating aYouTube ContentStrategy

Part One: Strategize for Your Audience

Create

Collaborate

Curate

Know Where Viewers Are Coming From

Part Two: Strategize to Leverage the Algorithm

Search

Recommended/Suggested

Data Relationships

Video Description

Playlists and YouTube Mix

Community Posts and Stories

Tent Poles

Video Buckets

How to Choose Your Buckets

How to Create Buckets

Keep It Simple

Action Exercise

18 Building a Community around Your Content

Creation Story

Creed

Icons

Rituals

Sacred Words/Lexicon

Nonbelievers

Leader

Distribution

The Ninth Fundamental

The People Are the Brand

Action Exercise

19 Optimizing, Launching, and Promoting Your Video

How to Upload a Video

How to Optimize a Video

How to Launch Content

How to Promote a Video

Promote Organically First

Paid Strategies to Grow an Audience

Paid Strategies to Sell

Action Exercise

20 Tweaking Your Content

Real‐Time Tweaks versus Long‐Term Tweaks

How to Determine Your Baselines

What to Do with Your Real‐Time Baselines

Have Backup Plans Ready

What to Do with Your Long‐Term Baselines

Split Testing

Small Tweaks

Just Do It

Action Exercise

21 Try, Fail, Analyze, Adjust: Your YouTube Success

APPENDIX: FREE YOUTUBE FORMULA BONUS COMPANION COURSE

ABOUT THE AUTHOR

THIS IS NOT YOUR NORMAL ACKNOWLEDGEMENT

INDEX

WILEY END USER LICENSE AGREEMENT

Отрывок из книги

“Only one or two other people in the entire world understand YouTube on the level that Derral does. I have one of the top three most‐watched channels on YouTube, and I still talk about YouTube data and strategy with Derral because nobody is on the same wavelength as he is. Whether you have 5 subscribers or 5 million, you can learn how to be successful on YouTube by reading Derral's book.”

—Jimmy Donaldson, MrBeast

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It was then that I noticed some patterns from my clients' data. Remember the 865 videos I made and embedded on their websites? Most of them were on the front page of Google without any hack or help. WOW! You mean, I didn't have to fight Matt Cutts? And I didn't have to get frantic calls from clients? Sign me up! All I needed to do was make videos that were search‐friendly. So I created a plan of attack. I made a series of videos for a few select businesses and focused on generating a lead. My brother‐in‐law is an optometrist, and I asked him to let me market his practice with videos. I was able to rank for some hard key terms that would have taken a lot of effort for a website but showed up easily in the results in a matter of hours when I used videos. Crazy! To make sure this wasn't a fluke, I tried it with a second business, a personal injury attorney. We got the same results: a high Google ranking and the phone ringing with leads.

I had done it; I had solved one of the biggest problems for my company, and I wanted to go all in on video and YouTube. I needed to become the expert helping businesses by generating leads and sales with video. I kept my big clients who were paying thousands of dollars a month, but I sold everything else. It was my point of no return. Like when Spanish commander Cortés sank his ships and conquered the Aztecs. In sinking the ships, he gave himself one option: succeed or die. There would be no means to turn back. Likewise, I sold all my website and Internet marketing clients to an SEO company in Salt Lake City, with the clause that I could keep all the video marketing work. They agreed because they didn't know what I knew, that videos ranked in Google without any blackhat hack or strategy. They were being promoted because YouTube was owned by Google. Google wanted videos to be found, so they moved more users to YouTube. So I shifted my focus from website creation and marketing to video creation and marketing … and I watched my clients' rankings and revenue skyrocket because these videos were ranking on page one of Google.

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