This question popped on my Youtube channel this morning so I wanted to address it. Because… you know… he’s right. No one watches my YouTube videos. No one.
Here’s the truth – I fundamentally believe that I built my company on content. I didn’t have a lot of national connections. I didn’t have partners funneling business to me for kickbacks. I never wanted to make round through the DC circuit and kiss ass at happy hours every evening. I had to show that I knew what I was talking about by actually talking about it. At the same time, I had to prove that I was right by showing results. And I did that through content.
Today we pump out far more content than any of our competitors and I’m also pumping out a lot of personal content on a daily basis. So when you look at the raw YouTube views, you probably think I’m wasting my time. But frankly, I don’t really give a damn about YouTube.
Personally, I watch A TON of YouTube and it’s actually my preferred social network. I spend way more time there than I do Facebook, Instagram or Twitter combined. But while I consume a ton of content there, it’s not necessarily the platform for the audience I’m trying to reach.
I reach my audience in two ways:
Facebook. I get thousands of views on each video because I put money behind them and target audiences who need a digital agency like Push. I can reach that audience cheaper on Facebook than I can on YouTube. We actually do a little advertising on YouTube also, but those paid numbers won’t be reflected in our organic views.
Email. I have cultivated a large email list. I embed the YouTube videos into blog posts and then link those blog posts in emails. That’s where most of those YouTube views come from.
My videos don’t rank high on YouTube. No one finds them organically. I’ve never spent the time on my videos to get them ranked higher like I do for our clients. I don’t need to. I’m not trying to reach the masses. I’m trying to reach a few select targets. And in that scenario –I’m effing killing it.