Monetize your Small Channel with ONE Video — Transcript

Full transcript

1. 0:00Okay, tell me if this sounds like you.
2. 0:02Imagine you post 12 videos this month
3. 0:05and all 12 stay below 1,000 views. Now
4. 0:08imagine that instead of all these
5. 0:10videos, you post just one video this
6. 0:13month and that one video gets 250,000
7. 0:17views.
8. 0:18So of course you'd pick the second
9. 0:19month, right? But most of us actually
10. 0:22live the first month again and again and
11. 0:25the reason has way less to do with
12. 0:27YouTube than you think. And I know that
13. 0:29first month really well because I lived
14. 0:31it for a very long time. So, let me show
15. 0:34you how it usually goes.
16. 0:36Let's say you spend all day on a video
17. 0:38and you upload it. A few days later, you
18. 0:40check the views and it's stuck below
19. 0:421,000.
20. 0:43>> [music]
21. 0:44>> So, you make another video. You post it
22. 0:46and you get the same results. And after
23. 0:48a couple of videos, you start to think
24. 0:50that maybe you're just bad at this.
25. 0:52So in this video, I'll show you what
26. 0:54makes you rush and how a viewer's brain
27. 0:57decides to keep watching. But first,
28. 0:59here's how one video can beat 12.
29. 1:03Now, YouTube has said that what it
30. 1:05recommends depends on how viewers react
31. 1:07to each video. So, 12 videos people skip
32. 1:10or leave are 12 weak signals and one
33. 1:13video people watch until the end is one
34. 1:15strong signal. So, YouTube can keep
35. 1:17showing it.
36. 1:18So, instead of trying to upload more,
37. 1:21your goal is to make one video people
38. 1:23actually watch.
39. 1:25But if one good video can do more than
40. 1:2712 rushed ones, why do we keep rushing?
41. 1:31Well, a lot of it comes from how our
42. 1:33brain makes decisions.
43. 1:35A psychologist who won a Nobel Prize
44. 1:37explains this in his book Thinking Fast
45. 1:39and Slow and he says it's like you have
46. 1:42two characters living in your head.
47. 1:44The first one is fast. It's called
48. 1:47system one. It works on its own without
49. 1:50any effort and it runs on feelings. The
50. 1:52second one is slow. It's called system
51. 1:55two. It thinks things [music] through,
52. 1:58but that takes effort, so it's kind of
53. 2:00lazy. There's even a name for this, the
54. 2:03law of least effort. If there are a few
55. 2:05ways to do something, we slowly drift to
56. 2:08the easiest one.
57. 2:09Here's a quick test from the book. A bat
58. 2:12and a ball cost $1.10 in total. The bat
59. 2:16costs $1 more than the ball. How much
60. 2:19does the ball cost? Take a second.
61. 2:23If 10 cents popped into your head,
62. 2:25that's system one. The right answer is 5
63. 2:27cents. And the book says more than half
64. 2:30of the students at Harvard, MIT, and
65. 2:32Princeton got it wrong. So, even smart
66. 2:35people let the fast character answer
67. 2:37first.
68. 2:38And when you're making videos, the fast
69. 2:40character is usually the one hitting
70. 2:42upload, and it makes two big mistakes.
71. 2:45The first one is about time.
72. 2:47The psychologist who wrote that book
73. 2:49learned this the hard way. Years ago, he
74. 2:52and a team started writing a school
75. 2:54textbook. After a year of work, they
76. 2:56felt confident they'd finish soon.
77. 2:59Then he asked the expert on the team a
78. 3:00simple question. How long did other
79. 3:03teams like ours take?
80. 3:04>> [music]
81. 3:04>> And the expert said, "Many never
82. 3:06finished. And the ones that did took 7
83. 3:09to 10 years."
84. 3:11Their book took 8 years, and by the time
85. 3:14it was done, nobody used it. This is
86. 3:16called the planning fallacy. When we
87. 3:19plan, we picture everything going right,
88. 3:21so we think our project will take way
89. 3:23less time than it really does.
90. 3:26And that's exactly what happens with a
91. 3:28weekly upload plan. You're behind by
92. 3:30Thursday, and because you're behind, on
93. 3:32Friday, you skip the last steps. You
94. 3:34don't cut the boring parts, and you
95. 3:36don't watch your video again,
96. 3:38>> [music]
97. 3:38>> and the viewer feels that.
98. 3:40And the fix is called the outside view.
99. 3:43Instead of trusting your feeling, you
100. 3:45look at how long things really took
101. 3:46before. So, look at your last three
102. 3:49videos. How many days did each one
103. 3:51really take? Then, plan your next video
104. 3:54with that real number.
105. 3:55Okay, so that's the time part, but even
106. 3:58when I planned my videos really well, I
107. 4:00still rushed to them, and that's because
108. 4:02of something else. The second mistake is
109. 4:05a feeling. People call it FOMO, the fear
110. 4:08of missing out. [music] For creators, it
111. 4:10basically means feeling like you're
112. 4:12behind. Like, if you skip one week,
113. 4:14you'll lose everything.
114. 4:16And the same book explains why this
115. 4:18feeling is so strong with a simple bet.
116. 4:21Imagine I flip a coin. If it's tails,
117. 4:24you lose $100. If it's heads, you win
118. 4:27$150. [music]
119. 4:29Would you take that bet?
120. 4:31You'd win more than you could lose, but
121. 4:33most people still say no, because losing
122. 4:36$100 hurts more than winning $150 feels
123. 4:40good. It's called [music] loss aversion.
124. 4:42In the studies, losses felt about twice
125. 4:45as strong as wins. Newer studies find a
126. 4:47bit less, but losing still hurts more.
127. 4:51And there's a reason our brain works
128. 4:52like this. Creatures that treat threats
129. 4:54as more urgent than chances have a
130. 4:56better chance to survive. So, for our
131. 4:59brain, a loss feels like a danger.
132. 5:02So, when you skip a week, your brain
133. 5:04says, "I'm losing my audience." And
134. 5:06because that loss feels bigger, you
135. 5:08upload something rushed just to make the
136. 5:10feeling stop.
137. 5:12And I've been there. I had days where a
138. 5:15video didn't work, and I couldn't let
139. 5:17go. I changed the thumbnail in the
140. 5:19evening. I waited, nothing happened. I
141. 5:22changed it again, then again, late at
142. 5:24night, instead of sleeping or playing
143. 5:26video games.
144. 5:28That's system one driving, and the book
145. 5:30gives a simple rule for this moment.
146. 5:32Notice the signs, slow down, and let
147. 5:35system two help.
148. 5:37So, how do you actually do that? First,
149. 5:40name it. When the panic comes, say to
150. 5:42yourself, "This is FOMO." Scientists
151. 5:45found that just naming a feeling turns
152. 5:47it down a little. Second, decide while
153. 5:50you're calm. Make an if-then plan. For
154. 5:53example, if I want to check my views,
155. 5:55then I open my script instead. And
156. 5:58third, give the slow character time.
157. 6:01Instead of one quick video in a day,
158. 6:03spend 2 weeks or even a month on one
159. 6:05video.
160. 6:07But I remember working 5 days on a
161. 6:09video, not 1 day. I thought it was going
162. 6:11to get 10,000 views, 20,000, maybe
163. 6:14100,000. It got zero views in the first
164. 6:17hours, [music]
165. 6:18then 20, 30. A couple of days later, it
166. 6:21got to like 1,500 views. And then it
167. 6:24just stopped forever.
168. 6:27So, the time alone didn't do it. A video
169. 6:29also needs people to keep watching.
170. 6:32That's called retention. So, the next
171. 6:34problem is how do you make people stay?
172. 6:37And to answer that, we have to look
173. 6:38inside the viewer's head while they
174. 6:40watch.
175. 6:41And honestly, this is the part I wish
176. 6:43someone told me when I started. Remember
177. 6:46the two characters? Your viewer has
178. 6:48them, too. When your thumbnail shows up
179. 6:50on their screen, there's no time to
180. 6:52think. System 1 decides if they click in
181. 6:55a split second. So, your thumbnail has
182. 6:57to make sense to the fast character
183. 6:59right away.
184. 7:01But once they click, their brain starts
185. 7:03doing something else. It starts
186. 7:05guessing.
187. 7:06There's a book called Made to Stick. Two
188. 7:09brothers wrote it about why some ideas
189. 7:11stick in our heads while others are
190. 7:13forgotten right away. And it says the
191. 7:15most basic way to get someone's
192. 7:17attention is to break a pattern.
193. 7:20Here's how it works. Your brain is a
194. 7:22guessing machine. It's always guessing
195. 7:24what comes next. When the guess is
196. 7:26right, your attention kind of falls
197. 7:28asleep. But when the guess is wrong,
198. 7:31your attention wakes up. Our brain is
199. 7:33built to notice changes. If nothing
200. 7:35changes, it's probably safe to ignore.
201. 7:38But a change might be important, so the
202. 7:40brain pays attention.
203. 7:42The book gives an example with flight
204. 7:44safety talks. Everyone has heard them so
205. 7:47many times that nobody listens. But, a
206. 7:49flight attendant who said things people
207. 7:51didn't expect got the whole plane to
208. 7:53listen.
209. 7:54So, for every part of your video, write
210. 7:57down what the viewer expects. Then, give
211. 7:59them something they didn't guess, like a
212. 8:01bigger number or a twist. But, the twist
213. 8:04has to fit your message. Otherwise, it's
214. 8:06just a gimmick.
215. 8:08But, once you have their attention, you
216. 8:10have to keep it. And the same book
217. 8:12explains this with curiosity. Curiosity
218. 8:15is a gap between what you know and what
219. 8:18you want to know. And that gap feels
220. 8:20like an itch you need to scratch. So,
221. 8:22before you give people the answer, first
222. 8:24show them what they're missing.
223. 8:26Later, scientists tested this inside a
224. 8:29brain scanner. People answered quiz
225. 8:31questions, like what instrument was made
226. 8:34to sound like a human singing? Try to
227. 8:36guess.
228. 8:38They were most curious when they half
229. 8:40knew the answer. While they were
230. 8:42curious, the brains reward areas lit up.
231. 8:45And they remembered the answers better
232. 8:47later.
233. 8:48Oh, and it's the violin, by the way. I
234. 8:51mean, you've watched this far, right?
235. 8:53Think about the start. 12 videos or one
236. 8:55video? You kind of knew one video could
237. 8:58win, but not how. That's a gap.
238. 9:01So, in your video, give a little first,
239. 9:04then show what's missing. And put your
240. 9:06most important lesson inside that gap,
241. 9:09right before the answer. Your title and
242. 9:11thumbnail open the gap, and your video
243. 9:13closes it, piece by piece.
244. 9:16But, even a curious viewer leaves when
245. 9:19they get lost. And Made to Stick also
246. 9:21explains why we can't see that in our
247. 9:23own videos.
248. 9:25There's a famous test from a university
249. 9:27student. She asked people to tap a
250. 9:29famous song on a table, like Happy
251. 9:31Birthday. Another person had to guess
252. 9:33the song just from the knocking.
253. 9:36The tappers thought listeners would get
254. 9:37it half the time, but out of 120 songs,
255. 9:41listeners guessed three. Because the
256. 9:43tapper hears the music in his head, and
257. 9:45the listener only hears knocking.
258. 9:48This is called the curse of knowledge.
259. 9:51Once you know something, it's really
260. 9:53hard to imagine not knowing it. And
261. 9:55that's you with your own video. You know
262. 9:57the whole story, so a confusing part
263. 9:59feels clear to you. Like when you use a
264. 10:02word your viewer never heard, or you
265. 10:04skip a step because it feels obvious to
266. 10:06you. You hear the song, they only hear
267. 10:09knocking.
268. 10:10So, here's what the extra time is for.
269. 10:13Sleep on [music] it, and watch your
270. 10:14video the next day like a stranger.
271. 10:17Every time you get a little lost, fix
272. 10:19that part.
273. 10:20And even if people watch until the end,
274. 10:22they won't remember all of it. The
275. 10:24psychologist from Thinking Fast and Slow
276. 10:26tested this with cold water.
277. 10:29People put a hand in painfully cold
278. 10:31water for 60 seconds. Another time, they
279. 10:34did 90 seconds, but the last 30 seconds
280. 10:37were a tiny bit less cold.
281. 10:39When they picked one to do again, 22 out
282. 10:42of 32 picked the longer one. So, they
283. 10:45chose more pain because it ended better.
284. 10:48This is called the peak end rule. We
285. 10:50mostly remember the strongest moment and
286. 10:53the last moment, because memory doesn't
287. 10:55record everything. It keeps a few
288. 10:57snapshots, and it mostly ignores how
289. 10:59long things lasted.
290. 11:01So, decide your peak before you edit,
291. 11:04and make the last minute one of your
292. 11:05best. Because the end is how people
293. 11:08remember your video, right when they
294. 11:10decide what to watch next.
295. 11:12So, let's go back to the two months. In
296. 11:15the first month, the fast character
297. 11:16makes the decisions. FOMO decides when
298. 11:19you post, and your brain [music] is too
299. 11:21hopeful about time.
300. 11:23In the second month, you slow down and
301. 11:25you decide. [music]
302. 11:26So, this month, pick one idea. When the
303. 11:29panic comes, name it. When you want to
304. 11:31check your views, open your script
305. 11:33instead. Then build that one video
306. 11:35around what the viewer expects. One gap
307. 11:38and one peak. And watch it like a
308. 11:40stranger before you post it.
309. 11:42And that's how one video gets a real
310. 11:44chance to beat 12.
311. 11:47Now, if you want to learn more about the
312. 11:49algorithm and how you can grow on
313. 11:50YouTube, you might want to watch this
314. 11:52video over here. Because inside this
315. 11:53video, I'm going to teach you how to do
316. 11:55storytelling so that you have better
317. 11:56retention on YouTube.