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What makes YouTube content interesting?
Many people talk about making content that an audience will find interesting, but little information is given about what defines something as interesting.
In this post, I’d like to delve deeper into content selection and a mindset that can help understand what makes things interesting.
Definition of “interesting”
Let’s open this discussion with an example that uses a unique set of letters to determine which ones intuitively feel more interesting. “A A O A A” is the set we’re going to use.
In the set of “A A O A A,” the letter O stands out because it is the only one of its kind, while the letter A appears more often.
When there are a lot of A’s, they are objectively less interesting because there isn’t much change. But when there’s only one O, it gives the set a unique value and draws our attention.
In short, the fact that there aren’t many O’s and there are a lot of A’s makes the O more interesting.
Let’s flip it around
When you switch the O’s for A’s and the A’s for O’s in the set “A A O A A,” you get “O O A O O.” In this changed order, the dynamics of interest suddenly change. Now that there are many O’s, the letter A stands out more.
So depending on the context, something could become more or less interesting.
Let’s translate this into YouTube terms
If we change our list into title formats, we can apply the same concept and see something fascinating happen.
Imagine a set of videos where the set is:
8 Things Nobody Tells You about Gaining Muscle after 40
6 Testosterone Killers Men MUST Avoid
What Happens to Your Body When You Sleep
5 Steps to Build a PERFECT Male Physique
11 Foods that'll Increase Your Bench Press
In this list, we’ll notice that “What Happens to Your Body When You Sleep” stands out from the rest. This makes this format objectively more interesting than the other listicle formats.
However, if we change this list into the following:
What Happens to Your Body When You Sleep
What Happens When You Drink Coffee
11 Foods that'll Increase Your Bench Press
What Happens To Your Body From Exercise
What Happens to Your Body On Testosterone
We’ll notice that the “11 Foods that'll Increase Your Bench Press” video becomes more interesting. In this case, because it stands out, the listicle format becomes objectively more interesting.
So what should you do with this information?
Instead of trying to measure how interesting something is based on subjective preferences, where some ideas are more relevant to you than others, we can look at ideas as objectively more interesting because of how they stand out from the content around them.
If there are too many creators making listicle content, the personal journey will stand out. If there are too many personal journeys, the listicles will catch more attention.
Disclaimer: On YouTube, there’s always content of each type, and viewers sometimes want a variation of a format they’re familiar with. However, this post mainly focused on what makes something interesting in the eye of a typical person.
Tactics for large YouTube channels don't always need to be complicated. Here are six tactics that both big and small YouTube channels can implement:
1. Placing an Ad Every Minute to Increase RPM
An easy way to make more money is to increase your Revenue Per Mille (RPM). This can be done by adding more ads to your videos. My tests show that placing ads every minute, instead of every two to three minutes, can boost RPM without negatively impacting video performance. Also, placing ads more frequently, like every 30 seconds or every second, doesn't significantly increase RPM compared to every minute.
2. Testing Thumbnails in Two-Week Intervals
To determine which thumbnail is more clickable, you can use YouTube's "Test and Compare" feature. However, testing every day often doesn't give the best results due to multiple factors. Re-exposure is one such factors—viewers may need to see a thumbnail more than once before deciding to click.
We found that testing thumbnails every two weeks gives the best results; plus you can now see if the test actually impacted views.
3. Launching New Channels with End Screen Traffic
Up to 5% of traffic to larger YouTube channels often comes from end screens. You can use this traffic to launch new channels. For example, if a channel with 20 million views a month sends 5% of its end screen traffic to another channel, that's an instant 1 million views from interested viewers. This tactic speeds up the growth of the new channel.
4. Using End Screens for Testing Video Performance
You can test how well different versions of a video perform using end screens. Upload two versions of a video as "unlisted" and add them to the end screens of a public video with the same title and thumbnail. Once you have enough views on each unlisted version, choose which version is better for uploading. You can also use the data from these videos to learn about what works better for your audience.
5. Dubbing Videos in Languages with Lower AVD
Although not everyone has access to this feature yet, it's worth discussing for future use.
Using dubbed videos to reach a broader audience can significantly increase views; many creators double or even triple their views. However, deciding which languages to dub into can be complex. Here's a simplified approach:
Step 1. Analyze your geographical data, considering population size and English proficiency.
Step 2. Check for countries with a lower Average View Duration (AVD) compared to other countries.
Step 3. Choose which languages to dub into based on this data.
Despite the high cost of dubbing, the potential for increased views can make it worthwhile.
6. Bringing Back Evergreen Formats
Revive formats that were popular three to four years ago and give them a fresh feel. Evergreen formats, like the "$1 vs. $1000" series, remain relevant as long as not too many creators are using them. This tactic increases viral potential of your content and helps with the ideation process.
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