It's a lot of work to produce daily content for your YouTube channel.
I should know. I produce 20 daily YouTube channels. In this episode,
I'm going to show you the difference it makes in posting 5 or more episodes per week.
So, here's what you're in for in this episode. First, I'm going to show you my formula. Then
I'm going to show you the results of the formula. And by the end of this episode, you'll know for
yourself whether you want to do one episode per week or if 5 is worth the work. So, I'm going
to show you what the 5-ingredient formula is and then I'm going to show you the results, okay? So,
this is the 5 ingredients. Ingredient number 1 is my leaf strategy. Now, to understand the leaf
strategy, first, you have a trunk that goes out to branches that goes out to leaves, right? So,
picture that tree. Well, the trunk represents your broad area of expertise. The branches represent
the different categories they have expertise in. And the leaves represent the very, very specific
questions that people are asking. Now, I have another video that I'll link to right there
that goes into way more detail and I show you how to find these leaf topics. But in summary,
you don't want to make any videos on trunk or branch topics. If you go after leaves and you
go after leaf, after leaf, after leaf; eventually you dominate all of YouTube for the entire tree,
okay? So, that's the leaf strategy. You want your episodes to average 10 to 12 minutes in length.
The longer people stay in your videos the more watch time you have. And the YouTube algorithm
loves watch time and it's going to suggest more and more people come to your content. Well,
why don't we say 20 minutes or 30 minutes? Well, there is kind of a sweet spot. The environment
on YouTube right now really loves 10 to 12-minute content. If you go to Netflix, you're expecting to
watch a 37-minute episode or an hour-long movie or 2-hour long movie. If you watched a 5 minute short
like Pixar or Disney produces on Netflix, you're not done. You're like, "Uh, that was
just the appetizer. What are we really going to watch, right?" That's the environment on Netflix.
But compare that to instagram. If you were to watch a 10 or 12-minute video on Instagram,
that's quite long, okay? But 10 to 12 minutes is the perfect length. And it works especially well
in building a relationship when you're using youtube for lead generation, okay?
Ingredient number 3, you want a 50% average view duration. So, if you've got a 10-minute episode
and people are leaving 30 seconds in, that's awful, right? You want at least a 50% average
which means some people are watching it all the way to the end and YouTube will start promoting
your video to more and more audiences. Ingredient number 4, you need custom-designed thumbnails. So,
when you look at the whole menu of YouTube, what video should I click on,
those still images, that's the thumbnail. And if you don't upload your own custom design,
YouTube will describe a still image from your video and it's not going to be very appealing.
Not too many people are going to click on it. So, you need to design a custom thumbnail if
you want your videos to perform. So, that's the first 4 ingredients. Ingredient number 5
is kind of a doozy. So, if you're not sitting, sit down right now, okay? For this formula to work,
you've got to launch 5 episodes per week. Now, 5 episodes is a lot. All of my clients are business
owners. They have very busy schedules. So, how do we do daily content? Well, we film in bulk.
We film 20 episodes in a day. And then we launch 5 a week. So, that means when they have to film
once every 4 weeks. The first channel that I use these 5 ingredients on is the Kris Krohn channel.
And we started this from zero subscribers. Now, the first 2 and a half years, we launched 1
episode per week, okay? And that channel grew gradually. We used the other 4 ingredients
but we just didn't have that fifth ingredient of 5 episodes per week. So, over the 2 and a half
years where we were launching one episode per week, we grew the channel from zero subscribers
up to 12,000 subscribers. And then I learned the fifth ingredient about launching 5 episodes per
week. And so, I talked to Kris and said, "Kris, we need to go to 5 episodes a week. We really need to
crank up our filming." We used to film 10 episodes in today that would last us 10 weeks. Well now,
we had to crank things up so we filmed 20 episodes in a day so we could film only once every 4 weeks.
What I learned and what I'd prepared Kris for is that these next 4 months weren't going to look
very different from what we'd experienced but that we'd be building up momentum that would launch or
something like that. So now, let me show you what happened. This is that 4-month period. If we look
at April of 17, all the way to mid-August of 17. It does look pretty flat. As we get to August,
we see a little bit of growth, a little bit of incline. But then the very next day... So the
4-month market to a day, boom! We had a spike. We had over 10,000 views in a single day. And we
were obviously pretty excited about that. But then just a few weeks later, we had another spike. So,
that's that first spike right there. Then we had spikes as high as 35,000 views in a single day.
Let me show you another example. This is Paul Jenkins. He's a positivity psychologist. He's
really well known for his parenting videos, okay? Let me show you what his first 4 months look like.
Totally flat. A week before that 4-month mark, boom! We had a spike. About 2,000 views. A few
weeks later, boom! We had a spike 10,000 views. And that channel today has well over 200,000
subscribers. Now, this is a fun story and it's quite unique. John Crestani, he's a master of
paid traffic. He's also a master of affiliate marketing. Okay? He wanted to grow YouTube
channel. He saw the power of YouTube. And so he thought, "Well, why don't I send a whole bunch of
paid traffic to grow my YouTube channel?" And he had grown his channel to 65,000 subscribers. Okay,
that sounds impressive until you looked under the hood. Okay, the channel had no ad revenue,
it had no likes or comments. So, there was no engagement on the channel. There was no
lead generation. No lead generation from this channel with 65,000 subscribers. So, basically,
it was an empty channel. Now, I met him at the end of 2018. I was in a mastermind in Austin, Texas.
He learned about my strategy and so he hired me to produce his channel for the entire year 2019. Now,
I'll tell you how the story ends up and then I'll show you his first 4 months, okay?
By the end of the year, we had grown his channel to 250,000 subscribers and it was a
vibrant channel. There was tons of likes, tons of engagement with comments. The ad revenue was never
the focus but in the last month of the year, he made 18,000 just that month. And this had become
a massive lead generator for his business. So, here's what those first 4 months looks like. He
had a couple hills along the way and then he had a spike right at that 4-month mark. Another example,
Kirk Duncan, he's a life coach, 3-Key Elements. This is what his first 4 months look like. And
I've got one more example I want to show you. Noelle Randall and her story is amazing. So,
she teaches Airbnb real estate. And she had grown her YouTube channel for a couple of years
to the tune of 6,500 subscribers. Then she learned about me and my strategy. And she hired us to
produce her channel and we launched January 21 of the year 2020. Now, between these 2 red arrows,
that's the first 4 months. You see it looks totally flat. She did start to generate leads
and she was pretty excited during this period of time. But just looking at the analytics,
there wasn't a whole lot of excitement in terms of growth on the channel or lots of views.
And then when we got to the 4-month mark we were wondering, "Okay, is there going to be a spike?"
And we didn't have a spike. But if you look over time, you see that there's definitely a pivot.
You know. something interesting happened there and each hill represents a week. She gets more
views on weekdays than on the weekend. So, you can see week after week, it just kept getting
higher and higher. So, we crossed 2,000 views in a day, then 3,000, then 4,000. By the end of July,
we're up to 5,000 views in a single day. So, just a couple days before August, Noelle and I
were having a conversation. And she was ecstatic, totally happy with the revenue she was making more
revenue than she expected by this point because of the leads that the channel was generating.
And while the growth wasn't the exact shape of a spike that then comes back down, it was it
was consistent and gradual, we were pretty happy. But we had no idea what was coming next. Because
as soon as we hit august... Okay, that's the 5,000 views. Boom! We had 20,000 views in a single day.
You notice it didn't settle back down after that? We use the sequel technique to keep that spike
going. I want to show you one more screenshot just fast-forwarding all the way to today. So,
between the 2 arrows, that's the first 4 months. Then you see a few more months where there's
gradual growth up to the 5,000 views in a day. Then we have to spike up to 20,000. Now, she's
had as high as 85,000 views in a single day. In January of 2021, she had 43,000 in ad revenue. And
that's just the icing on the cake. Okay, what's way more important than that is this channel is
generating between 4,000 and 5,000 leads every single month. Noelle and I just filmed another
episode where I interviewed her and we talked about our experience and what we did to grow
the channel like this. So, I think you'll enjoy that episode next. You can find it right there.