When it comes to creating content, one of the key questions creators face is how often they should be publishing new videos, podcasts, or other material. Should you aim for daily uploads, weekly releases, or something in between?
The answer, as Jay Clouse explains, depends on a variety of factors.
In this blog post, we’ll explore Clouse’s insights on balancing content frequency and audience engagement.
The Incremental Cost of Missed Content
Clouse starts by reflecting on an observation he made while running live events in his lab:
“The more frequently you do something, the lower the cost the lower the incremental cost of missing that thing.”
In other words, if you’re uploading new content every week, a viewer missing one video doesn’t feel like a big deal, because they know there will be something new the following week.
The “incremental cost” of missing one piece of content is low.
Clouse contrasts this with less frequent releases, where missing an upload can feel more significant:
“If I was uploading every week if a viewer misses that video that week, it doesn’t feel like a big deal because there’s going to be another one next week it feels like I’m always going to get something new coming soon and so it’s easy for the habit to become : “I don’t watch this video, I don’t go to this event, I don’t listen to this podcast,” because the incremental cost of missing it is low.”
Maximizing Views vs. Engaging a Core Audience
This observation led Clouse to consider two different content strategies:
- “Are you in the business of trying to make something that your core audience watches every of or are you in the business of maximizing views generally?”
He notes that high-frequency content tends to result in more total views, but those views will be spread across a larger, less engaged audience, rather than a smaller, more dedicated group.
- “If you create high frequency of content you’ll probably net out with more total views, it’ll just be spread across more viewers rather than every viewer watching every video.”
Consistency over Quantity
Clouse suggests that consistency may be more important than raw upload numbers:
“I think the most important thing with all of this is consistency uh rather than like raw number of uploads because people want to have that expect expectation of when they can watch you.”
He points to the example of Casey Neistat’s daily uploads, which became part of his audience’s routine.
Similarly, frequent Twitch streamers also benefit from this predictable schedule.
However, Clouse acknowledges that there’s a balance to strike:
“Obviously you could look at you know video SAS that post once or twice a month or or like once a month or every two months or every 3 months where that’s more of an event versus you know daily streamers or people that post those they both hold different spots in people’s lives.”
Ultimately, It Comes Down to What Works for You
Clouse emphasizes that there’s no one-size-fits-all approach when it comes to content frequency:
“I don’t necessarily think it’s something you have to optimize the best for because the best is going to end up being subjective to what else is going on in in what you’re doing.”
He suggests that creators should focus on finding a schedule that works for them and their audience, rather than trying to optimize for the “best” solution.
Audience Behavior is Diverse
To illustrate this point, Clouse shares the results of a poll he conducted on LinkedIn, asking people how often they listen to the Creator’s Science podcast:
- Often
- Occasionally
- Never
- First time hearing about it
The most common response was “occasionally,” which Clouse says reflects his own viewing/listening habits:
“There’s maybe nothing or at least almost nothing that I watch every video of or listen to every podcast of there’s so much content all the time even if I have the best of intentions sometimes life happens.”
Deciding What Works for You and How Often Should You Upload To Youtube
Jay advises creators to focus on what works best for their overall business objectives, rather than trying to optimize for every individual viewer:
“You kind of have to decide what makes the most sense for what I’m trying to do not just on this channel but even in the entire portfolio of what I’m trying to do for my business.”
He acknowledges that no matter what schedule a creator chooses, it will be optimal for some viewers and suboptimal for others.
The key is finding the right balance for your particular goals and circumstances.
Key Takeaways
- The “incremental cost” of missed content is lower for high-frequency creators
- High-frequency content can maximize total views, but may result in a less engaged audience
- Consistency in your publishing schedule is often more important than raw upload numbers
- There’s no one-perfect content frequency – it depends on your goals and audience
- Audience behavior is diverse, with most people consuming content “occasionally” rather than religiously
As a creator, the most important thing is to find a sustainable rhythm that aligns with your larger business strategy and resonates with your core audience.
By understanding the nuances of content frequency, you can develop a publishing schedule that sets you up for long-term success.
(Source: Jay Clouse Youtube Channel, Q&A video on content creation)
