In the ever-evolving world of digital content creation, the holy grail for many creators is how to go viral on youtube. But what exactly does it take to create content that spreads like wildfire across the internet?
Recently on the “Creator Science” podcast, host Colin and guest Paddy Galloway, a renowned YouTube strategist, delved deep into this topic, offering valuable insights for content creators of all levels.
The Power of Packaging: Titles and Thumbnails
One of the key takeaways from the conversation is the critical importance of packaging – specifically, the title and thumbnail of your content.
Paddy emphasizes that small changes in these elements can have outsized effects on a video’s performance.
He cites an example where changing just the title or thumbnail of a video could mean the difference between 500,000 views and 12 million views.
“This stark contrast highlights the non-linear, exponential nature of content performance on platforms like YouTube. It’s not just about creating great content; it’s about presenting that content in the most compelling way possible to potential viewers.”
Balancing Perfectionism and Productivity
While the potential for massive view counts can be exciting, it also presents a challenge for creators: the temptation to overthink and overoptimize.
Paddy acknowledges this struggle, noting that there will always be “views left on the table” – no video ever achieves 100% of its potential viewership.
To combat paralyzing perfectionism, Paddy suggests setting time limits on the optimization process:
- Allow some time for thoughtful consideration of titles and thumbnails.
- Set a strict time limit (e.g., one hour) for this process.
- After the time limit, make a decision and move forward with publishing.
This approach strikes a balance between striving for quality and maintaining a consistent publishing cadence.
Paddy emphasizes that for smaller creators, especially, it’s crucial to keep producing and learning rather than getting stuck in an endless cycle of optimization.
The Three Phases of Channel Growth
Paddy outlines three distinct phases in the growth of a YouTube channel:
- Establishment
- Improvement
- Optimization
For new creators, the focus should be on the establishment phase. This means consistently creating content, developing fundamental skills, and finding your niche.
Paddy suggests aiming for a regular posting schedule and creating 30-50 videos before diving too deeply into strategy and analytics.
During this initial phase, creators should focus on:
- Developing basic skills (video editing, thumbnail creation, etc.)
- Establishing a consistent posting schedule
- Exploring and refining their niche
- Creating content they’re passionate about
Only after building this foundation should creators move into the improvement and optimization phases, where they can start applying more advanced strategies and analyzing data more intensively.
Targeting Your Audience: Core, Casual, or New?
When it comes to audience targeting, Paddy recommends starting narrow and focusing on your core audience first. This approach allows you to:
- Build a strong foundation of loyal viewers
- Refine your content and style
- Gradually expand to broader audiences over time
He likens this process to “monkey bars,” where you start in one niche and gradually expand to overlapping niches, eventually capturing a broader audience.
Analyzing Successful Content
For creators looking to understand why certain videos perform exceptionally well, Paddy offers several strategies:
- Identify Unique Elements: What made this video stand out? Was there something novel about the topic, presentation, or packaging?
- Compare to Similar Content: Why did this video go viral when similar ones didn’t? Look for key differences in execution.
- Examine Packaging: Was there something special about the title or thumbnail that made it more appealing?
- Consider Timing: When was the video released, and how did views trend over time?
- Use Analytics Tools: Platforms like YouTube Studio offer valuable data on demographics, device types, and traffic sources.
- Look at New vs. Returning Viewers: Did the video resonate particularly well with new audiences?
Paddy cautions against looking for a single “magic” data point to explain viral success. Instead, he encourages creators to take time to reflect on all available information and paint a complete picture of why a video performed well.
The Click-Through Rate (CTR) Conundrum
While many creators focus heavily on click-through rate (CTR) as a metric for success, Paddy offers a more nuanced view. He notes that CTR can be a “fickle and infuriating” metric because it tends to decrease as a video gets more impressions.
However, Paddy does highlight the importance of CTR in the first hour or 24 hours after publication. A strong initial CTR can be a good predictor of long-term video performance, especially for established channels.
The Importance of Uniqueness
Throughout the conversation, Paddy repeatedly emphasizes the value of uniqueness in content creation.
Whether it’s an unexpected perspective, an unusual guest, or a novel approach to a familiar topic, standing out from the crowd is crucial for viral success.
He cites an example of a video featuring a young creator giving advice in a field typically dominated by older, male voices.
The unexpected nature of this content helped it stand out and attract viewers.
Practical Tips for Aspiring Viral Creators
Based on Paddy’s insights, here are some actionable tips for creators aiming to increase their chances of viral success:
- Focus on Fundamentals First: Before diving into advanced strategies, make sure you’ve mastered the basics of content creation in your chosen medium.
- Consistent Creation: Aim for a regular posting schedule to build skills and audience.
- Niche Down, Then Expand: Start with a specific focus and gradually broaden your content as you grow.
- Optimize Packaging: Invest time in crafting compelling titles and thumbnails, but set limits to avoid overthinking.
- Analyze Outliers: When a piece of content performs exceptionally well, take time to understand why.
- Embrace Uniqueness: Look for ways to stand out in your niche, whether through unexpected perspectives, novel topics, or innovative presentation styles.
- Monitor Early Performance: Pay attention to metrics like CTR in the first 24 hours, as they can be indicative of long-term success.
- Balance Perfectionism and Productivity: Strive for quality, but don’t let the pursuit of perfection prevent you from publishing regularly.
- Leverage Analytics: Use platform-provided data to understand your audience and content performance, but avoid getting lost in the numbers.
- Be Patient: Remember that viral success often comes after a period of consistent effort and learning.
Conclusion on How to Go Viral On Youtube
Making content go viral is both an art and a science. While there’s no guaranteed formula for success, understanding the principles outlined by experts like Paddy Galloway can significantly improve your chances of creating content that resonates with a wide audience.
The key lies in balancing various elements: creativity and strategy, consistency and quality, niche focus and broad appeal.
By mastering the fundamentals, continuously improving your craft, and staying attuned to what makes your content unique, you can position yourself for potential viral success.
Remember, though, that viral hits are often the exception rather than the rule.
The most sustainable path to success in content creation is to focus on consistently delivering value to your audience, building genuine connections, and enjoying the creative process itself.
As you embark on your journey to create potentially viral content, keep Paddy’s advice in mind: start small, focus on your core audience, and gradually expand your reach. With patience, persistence, and a willingness to learn and adapt, you’ll be well on your way to creating content that not only has the potential to go viral but also builds a lasting and engaged audience for your work.
(Source : The “Creator Science” Podcast by Jay Clouse featuring Paddy Galloway)
