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  • My name's Evan Gregory, I'm one of the Gregory Brothers

  • and we have a YouTube channel called schmoyoho.

  • I think our channel has worked because

  • people love the music, they love our sense of humour

  • and there's something novel about what we make

  • and if we made each other laugh, our audience is gonna like it.

  • I think it's important for creators to evolve their content.

  • I think you can have a very successful year, two years, even three on YouTube

  • doing one thing and doing it well.

  • Eventually, either you will tire of it or your fans will tire of it.

  • You should always be thinking about what the next thing is.

  • Even if you don't choose to do that next thing

  • be thinking about what it might be.

  • So, when is the right time to make a change?

  • We've done it based on many different variables over the years.

  • We definitely look at metrics to a degree.

  • Generally, we aren't in our metrics every day or every week

  • like I think some channels are.

  • And I think at times, that can make a channel too repetitive

  • it's like, "OK, we know our fans like this

  • "so we're gonna make it again and again."

  • We watch those end screen numbers pretty closely.

  • And we saw that people were much more likely to click

  • and then go watch another video

  • if we presented the catchiest part of that new video

  • rather than dwelling in the happiness of the video they had just watched.

  • And we've been really focused in the last year on CTR

  • which is click-through rate

  • for certainly individual videos, but also series of videos.

  • But I think it's important to, at times, just sit back and say

  • "Why should I care that this got 100,000 views instead of 300,000 views?"

  • You have to be able to get some satisfaction from your own creative fulfilment

  • and not just from external likes, from external comments.

  • But also, just look at your comments

  • as a whole, as a list, as a data set, almost like your analytics.

  • That can tell you if a new video is working or not.

  • And for us, it's always been that balance of

  • "What is our audience asking for or suggesting?" versus

  • "What do we wanna try? Is it a new medium? Is it a new type of video?"

  • And striking that balance, trying to do both

  • has really contributed to our longevity over the years.

  • About once a year, we all get together

  • and just talk about what we wanna focus on in the next year.

  • And it's a creative discussion and a business discussion.

  • The success can't come if you don't have the creative right.

  • You want to find something that you love doing

  • and won't hate yourself for doing week-in and week-out

  • and something that feels signature to you so that when people come back to it

  • they're not surprised that you've chased the next thing

  • but that you've delivered something that feels familiar and fun to them

  • and it is what they expect on your channel.

  • There are billions of videos to choose from.

  • Millions of other wonderful creators that people can go watch.

  • But you need to understand that ups and downs are totally natural.

  • You're gonna have fans that stick with you

  • and if you can go back to what they love about you

  • then you'll find another 'up' cycle again.

  • You'll get back there.

My name's Evan Gregory, I'm one of the Gregory Brothers

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Sustaining a YouTube Channel ft. schmoyoho

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    Amy.Lin posted on 2019/03/26
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