Why Focusing on Performance Is Bad: Insights from Dr. K on How to Be a Content Creator

Opening YouTube Studio and refreshing it, hoping to see a one out of ten video performance, only to find it’s an eight out of ten—it’s a familiar feeling for many content creators.

The disappointment can make you question your abilities and even contemplate quitting YouTube altogether. If this sounds like you, you’re not alone. Many creators, including those in Dr. K’s circle, have grappled with the pressure of focusing on performance metrics.

But what if focusing on performance is actually detrimental to your content?

That’s the question Dr. K addresses in a conversation with Jay Clouse on the “Creator Science Podcast.” Dr. K’s insights are eye-opening, revealing why an obsession with performance might not only be misguided but could also have the opposite effect on your content creation journey.

Why Focusing on Performance Can Backfire

Dr. K shares his experiences and findings from working with over 500 content creators, noting that focusing solely on performance metrics doesn’t necessarily lead to better results.
In fact, it might hinder creativity and authentic content production. Here’s why:

• Performance Metrics Don’t Tell the Whole Story: Platforms like YouTube provide a range of metrics, but these numbers only scratch the surface. For instance, a live streaming platform’s viewer count tells you how many people are watching but doesn’t provide any insight into why they’re watching or what makes them stay engaged.
  
• Derivative Content Doesn’t Outperform Originals: A common mistake among content creators is trying to replicate a successful video by creating similar ones. While this might guarantee some level of success, Dr. K notes that derivatives rarely outperform the original. Authentic, creative ideas that genuinely interest you are more likely to resonate and lead to viral success.
  
• YouTube Metrics Don’t Explain the Why: Metrics like retention graphs can show when viewers are dropping off but can’t explain why. This lack of understanding makes it challenging to replicate success or avoid mistakes, as the why is more crucial than the when or where.
  

Dr. K’s Approach to Content Creation

Dr. K’s philosophy on content creation is rooted in authenticity and a genuine desire to help people, rather than chasing metrics.
His approach includes several key components:

1. Start with a Problem, Not Success: Dr. K began his content journey to address a significant issue: the lack of accessible mental health support. By focusing on providing valuable information that people genuinely need, he found his content naturally resonated with a broader audience.
   
2. Follow What Excites You: Inspiration for content often comes from Dr. K’s interests. Whether it’s exploring the relationship between ADHD and menstrual cycles or the intersection of autism and software development, he prioritizes topics that genuinely excite him. This passion translates into more engaging and authentic content.
   
3. Live in the Moment: Dr. K emphasizes creating each piece of content as if it could be his last. This mindset helps him stay focused on the present rather than worrying about future success, resulting in more genuine and impactful content.
   
4. Collaborative Ideation Process: Dr. K works closely with his team to brainstorm and refine ideas. They generate multiple content ideas, discuss them, and filter them down based on what they believe will have the most impact.
   

Practical Tips for Content Creators

If you’re a content creator feeling bogged down by the weight of performance metrics, consider implementing Dr. K’s strategies into your workflow.
Here are some actionable steps to take:

• Separate Performance Metrics from Self-Worth: Use performance data to inform your content strategy, but don’t let it define your worth as a creator. Understand that metrics are just one part of the content creation process, not a reflection of your abilities or value.
  
• Analyze Metrics Weekly, Not Daily: Instead of obsessing over each video’s performance in real-time, schedule a weekly review session. This approach helps you gain a broader perspective and reduces the anxiety of constant monitoring.
  
• Create More Than You Produce: By generating more content ideas than you plan to publish, you can afford to be selective. This process allows for higher-quality output and reduces the pressure to release content just for the sake of it.
  
• Learn from Both Successes and Failures: Rather than mimicking successful videos, analyze what made them resonate. Similarly, learn from less successful content to understand what didn’t work. This balanced approach will help you refine your content creation strategy over time.
  
• Focus on the Creative Process: Reflect on what was happening when you created a successful video. Were you excited about the topic? Did you feel creatively free? Try to replicate those conditions for future projects.
  

Dr. K’s Content Philosophy

Dr. K’s content philosophy is a refreshing take on the often metrics-driven world of content creation.
Drawing from his experiences as both a mental health professional and a successful creator, he focuses on a holistic and authentic approach:

• Content with Purpose: Dr. K believes in creating content that solves problems or adds value to people’s lives. This purpose-driven approach not only helps others but also makes the creation process more fulfilling.
  
• Flexibility and Adaptation: Understanding that circumstances can change rapidly, Dr. K remains adaptable. Whether it’s potential career-ending scenarios or shifts in platform regulations, he acknowledges the transient nature of content creation and focuses on the present.
  
• Team Collaboration: Dr. K emphasizes the importance of working with a team to refine ideas. Collaborative brainstorming helps bring different perspectives into the content planning process, making the final product more robust.
  

Choosing the Right Content Without Focusing on Performance

When deciding which ideas to pursue, Dr. K considers both relevance and impact.
His guide for content selection includes:

• Audience Identification: Knowing who the content is for is crucial. A clear target audience makes the content more focused and relatable.
  
• Actionable Takeaways: Dr. K ensures that his content not only provides information but also offers practical advice or solutions. If an idea lacks a clear call to action or doesn’t provide value, it’s often set aside.
  
• Relevance to Current Conversations: Topics that are timely and relevant to ongoing discussions are more likely to engage audiences. Dr. K and his team weigh the importance of current trends and events in their content planning.
  

Using Performance as a Tool, Not a Compass

Dr. K’s approach to using performance metrics is to learn and grow without letting them dictate the direction of his content:

• Weekly Performance Review: Dr. K recommends dedicating a specific time each week to analyze performance data. This practice helps maintain a healthy balance between using data to inform content decisions and not becoming overwhelmed by constant metric tracking.
  
• Patterns and Trends: Instead of reacting to each data point, look for patterns and trends across multiple videos. This method offers more valuable insights into what works and what doesn’t, without getting lost in the minutiae.
  
• Retention Insights: For example, Dr. K found that retention tends to drop when he repeats himself. By identifying this pattern, he adjusted his content delivery, resulting in better engagement.
  

Hot Take on Ads and CTAs: Quality Over Quantity

One of Dr. K’s more controversial views is his stance on ads and calls to action (CTAs). Contrary to popular belief, he suggests that placing ads at the end of videos might be more effective than at the beginning. Here’s why:

• Higher Engagement at the End: Viewers who stick around until the end of a video are typically more engaged and interested. As a result, they are more likely to interact with CTAs or consider advertised products, especially if the content aligns with their interests.
  
• Relevant Integration: Dr. K proposes that when an ad or CTA is contextually relevant to the content (e.g., a sleep-related product in a video about insomnia), placing it at the end could lead to higher conversion rates, even if fewer people see it. This approach prioritizes quality over quantity of engagement.
  

Final Thoughts on How to Be a Content Creator Sustainably

Dr. K’s insights challenge the traditional views of content creation that prioritize performance metrics above all else.
By focusing on authenticity, purpose, and the creative process, he shows that it’s possible to create impactful content without succumbing to the pressure of performance.

• Key Takeaways:
  • Separate your self-worth from your content’s performance.
    
  • Use performance data as a tool for learning, not as a measure of success.
    
  • Focus on the creative process and what excites you as a creator.
    
  • Understand your audience and provide actionable value.
    
  • Consider context and engagement when placing ads and CTAs.
    

For content creators feeling trapped by the cycle of constantly chasing metrics, Dr. K’s philosophy offers a more sustainable and fulfilling approach to content creation.

By prioritizing authenticity and purpose over numbers, creators can not only enjoy the process more but also build a deeper connection with their audience.

(Source : The “Creator Science Podcast” from Jay Clouse with Dr.K)