Derral Eves - The YouTube Formula

1 Cover

2 Praise for The YouTube Formula

3 Title Page

4 Copyright

5 Dedication

6 Foreword

7 Introduction Do You Know What Your Problem Is? Your Client's Success Is Your Success Uniting People around Their Passion

8 PART I: The Platform 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 Part 2: Algorithms with an “S” It's Not YouTube's Fault

9 PART II: The Opportunity 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 Make Even More with Ad Revenue 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 PART III: The YouTube Formula 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? 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 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 Human + Data Feedback: A Winning Combo Action Exercise 15 Title and Thumbnail: Success Starts with a Click Grabbing Attention Visually: The Science Thumbnail Strategies Video 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 a YouTube Content Strategy Part One: Strategize for Your Audience Part Two: Strategize to Leverage the Algorithm 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

11 Appendix: Free YouTube Formula Bonus Companion Course

12 About the Author

13 This Is Not Your Normal Acknowledgement

14 Index

15 End User License Agreement

1 Chapter 4 Figure 4.1 Thumbnail with data points

2 Chapter 5Figure 5.1 More than 64 million new viewsFigure 5.2 Increase in views and subscribers over 28 days

3 Chapter 8Figure 8.1 MrBeast’s tweet to Elon Musk

4 Chapter 11Figure 11.1 Valuable contentFigure 11.2 Scalable valuable contentFigure 11.3 Persona Breakdown

5 Chapter 13Figure 13.1 Story arc

6 Chapter 14Figure 14.1 The Who: unique viewersFigure 14.2 The Who: viewer demographicsFigure 14.3 The WhereFigure 14.4 The WhatFigure 14.5 The When: date rangeFigure 14.6 When viewers are on YouTubeFigure 14.7 John Malecki CTR

7 Chapter 15Figure 15.1 Sizes and shapesFigure 15.2 OrientationFigure 15.3 ExpressionsFigure 15.4 Bench pressFigure 15.5 The Rule of ThirdsFigure 15.6 Three examples of the Rule of ThirdsFigure 15.7 Contrast in black and whiteFigure 15.8 Thumbnail typesFigure 15.9 The value of YouTube

8 Chapter 16Figure 16.1 Hockey stickFigure 16.2 Slow burnFigure 16.3 Relative audience retention

9 Chapter 17Figure 17.1 28 daysFigure 17.2 90 daysFigure 17.3 4 monthsFigure 17.4 6 monthsFigure 17.5 1 yearFigure 17.6 Legal Eagle buckets

10 Chapter 18Figure 18.1 The Chosen

11 Chapter 19Figure 19.1 Other videos your audience watched

12 Chapter 20Figure 20.1 Matt's AVD dropFigure 20.2 Matt's AVD recoveryFigure 20.3 Matt's video views

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2 Table of Contents

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