Figuring out where a YouTube channel goes wrong isn’t straightforward. There’s no point in fixing something if the real problem lies elsewhere. That’s why it’s important to consider the "YouTube Success Multiplier."
Here’s how it works:
When we think about the different aspects of a channel, we need to consider which aspect needs improvement. The YouTube Success Multiplier states that a channel’s success depends on the multiplication of three factors: strategy, time, and execution.
In other words, if a channel fails to reach its desired goal, it either:
1. Didn’t figure out the right strategy to make it possible to reach that goal
2. Didn’t give the strategy enough time to work
3. Didn’t execute properly on the strategy set to help the channel succeed
If one or more of these factors are flawed, you’ll notice limited or no success in a channel’s effort to reach its goal.
Let’s dive deeper into each of these to understand their importance:
Factor 1: Finding the right strategy
YouTube channels often put strategies in place to reach a wider audience; however, not every strategy is equally effective. It’s about finding the right strategy for the type of content you’re making.
For example, if you’re trying to start an educational channel but only upload once a month, you’ll quickly find this isn’t enough to become a consistent part of someone’s learning journey.
On the other hand, if you run an entertainment channel but choose topics that are too personality-driven, you may have limited appeal in your niche.
Here are some questions to help you determine if your strategy is on the right track:
a) What’s your ideation strategy, and what data do you have to support its validity?
b) How do you plan to keep the audience engaged until the end of your videos?
c) How are you ensuring people get an emotionally satisfying viewing experience?
Factor 2: Giving it enough time
Time is essential. A viewer may discover your channel, but it could take more than a few videos before they make it part of their daily routine.
Similar to this, if you're focusing on improving retention, your audience might not notice those subtle changes right away, and it might take some time before YouTube realizes that viewers are responding better to your more recent videos than to older ones.
In short: Be patient, both in terms of the number of videos and the time it takes for your content to gain traction.
It’s important to know that most of my clients don’t see significant growth in their first months. This is because the impact of retention improvements tends to manifest over time, whereas improvements in the quality of ideas can have a more immediate effect.
Factor 3: Executing well on the strategy
You may realize that you don’t come across as likable in a niche where likability is important. So, you work on being more likable in your content. However, just because you’re trying doesn’t mean you’re mastering it. You might seem slightly more authentic, but not enough for the audience to truly believe you’ve changed.
I see this often. I might advise someone to increase their use of visuals, but if the added visuals don’t look good enough, the strategy isn’t executed as it should be.
The best solution is to understand from a data-driven perspective why you’re pursuing a certain strategy. This way, you don’t have to second-guess the strategy, allowing you to focus on gradual improvements and constantly reflect on how you’re executing it.
I hope this post gave you a clearer understanding of how to approach underperforming content.