Steal Like a YouTuber: How to Innovate, Grow, and Monetize on YouTube
YouTube has evolved dramatically over the years, transforming from a simple video platform to a global hub of creativity and opportunity.
But what drives success in this vast space?
How do creators break through the noise?
As Jamie Ross Thorne—former half of the Zach and J Show and YouTube advisor—shares, it all comes down to “stealing like a YouTuber” while maintaining originality and adapting to an ever-changing landscape of YouTube Ideas.
In this post, we’ll explore Jamie’s insights on:
- How YouTube has evolved since 2018
- The impact of the algorithm on creators, both new and established
- How to ethically “steal” ideas
- Evaluating video performance
- The importance of thumbnails and titles
- Whether YouTube has become over-optimized
How YouTube Has Changed Since 2018
Jamie Ross Thorne provides a comprehensive view of how the platform has shifted over the years:
“YouTube has been extremely ambitious with the scope of what they are as a platform…They’ve made an emphasis on long-form content, live streams, gaming, and even sports.”
A few key changes in YouTube’s landscape:
- Long-form content is prioritized, especially as TV screens have become a growing medium for YouTube consumption.
- YouTube is branching into gaming with 2 trillion views on gaming content and even competing with Twitch.
- Live sports are now part of YouTube’s strategy, evidenced by their $2 billion bid for NFL Sunday Ticket.
The Algorithm and Its Impact on Creators
The algorithm is the unseen force that drives YouTube’s content machine. Jamie believes it now rewards quality over quantity:
“The algorithm is rewarding higher-quality stuff more and rewarding having an audience less.”
Here’s how the algorithm’s evolution affects creators:
- New creators benefit as they don’t need a massive audience to go viral. Great content can still get picked up and pushed.
- Established creators can’t get complacent. Having a large subscriber base doesn’t guarantee views anymore; you must keep innovating and producing top-quality videos.
- Potential downside: New creators might expect to go viral quickly, skipping the process of learning and refining their craft over time.
Does the Algorithm Hurt Innovation?
Many creators wonder if sticking to what works limits their ability to innovate. Jamie addresses this concern:
“Creators who find certain formats stick with them, but it does stifle the higher lift stuff.”
The temptation to repeat successful content can stifle true creativity:
- Low-lift formats are flourishing. It’s easier than ever to pick up a camera, hit the streets, and potentially go viral.
- High-lift content is riskier. Creators who innovate with more complex content face greater uncertainty in terms of viewership.
Ethical “Stealing” on YouTube: How to Capitalize on Existing YouTube Ideas
Jamie offers three ways to “steal like a YouTuber,” allowing you to take inspiration from existing content without outright copying:
- Direct Extrapolation
This is when you change one small aspect of a video’s format or title to make it your own.
Jamie warns that it can be risky if you’re copying someone else’s idea.”I think it’s fine to direct extrapolate from your own videos…but you want to be careful doing it with someone else’s content.” - Indirect Extrapolation
Here, you tweak a few more elements to create something fresh while keeping the core idea.
It’s less risky than direct extrapolation but still requires care. - Abstract Extrapolation
This involves digging deep into the success of a video—asking yourself why it worked and how you can apply those principles to your own content. This is what Jamie did with the Zach and J Show:”
We looked at Yes Theory’s most successful video, didn’t watch it, but tried to work out what made it great. We ended up creating our own series of videos based on strange UK traditions.”
How to Evaluate Video Performance
Evaluating the success of a video goes beyond just checking the view count. Jamie reflects on his time with the Zach and J Show:
“We didn’t even really look at retention curves at the time—mainly the views and how much we enjoyed making it.”
Despite their laid-back approach, they made a few key mistakes in their early videos:
- Long intros that didn’t capture attention quickly enough.
- Failure to build tension throughout the video.
- Weak outros that didn’t leave a lasting impact.
Today, more data is available to creators, but Jamie cautions against over-analysis:
- Keep it simple: Views remain the most important metric because they encapsulate watch time, click-through rate, and YouTube’s preferences for pushing content.
- Don’t overthink: Trust your creative instinct and learn from every upload.
Don’t Overthink Thumbnails
Creating an eye-catching thumbnail is critical, but it’s easy to overcomplicate things. Jamie emphasizes that simplicity often wins:
“The only thing you’re trying to do with a thumbnail is make it pop—make it stand out, stop scrolling, or make someone click it over 12 other options on the home screen.”
Tips for a good thumbnail:
- Squint Test: Close your eyes slightly and look at the thumbnail. If it still stands out, it’s good.
- ThumbnailsUp.TV: A tool that lets you compare how your thumbnail looks on different devices, which can help ensure its visibility across platforms.
In some cases, a simple thumbnail with minimal detail can outperform one with intricate design work.
The goal is to grab attention, not necessarily create a masterpiece.
Is YouTube TOO Optimized?
With today’s tools and data, it’s easy to get lost in optimizing every aspect of a video. But Jamie believes this can sometimes lead to over-optimization:
“In my mind, views are the most important thing…Views include click-through rate, views include watch time, and views also kind of include what YouTube wants to push.”
Creators should avoid getting bogged down by minute data points and instead focus on producing great content. After all, it’s often the unexpected videos that take off. Jamie recalls:
“The Fashion Week video, which changed our lives, almost didn’t get uploaded. We didn’t think it was good enough at first, but we added a second day of filming and eventually decided to post it. It exploded.”
Key Takeaways for Aspiring YouTubers
- Be ambitious, but start small: YouTube’s vast scope can be overwhelming. Focus on a specific niche or format and grow from there.
- You don’t need a huge audience to get views, but quality content is essential.
- Find what works, but don’t be afraid to innovate and experiment with new ideas.
- Ethically “steal” ideas by using abstract extrapolation—learn why something worked and build on that concept.
- Thumbnails matter, but don’t overthink them. Simplicity and visibility are key.
- Data is helpful, but don’t get lost in optimization. Focus on the big picture: creating engaging content.
The YouTube landscape is constantly evolving, and success comes from a mix of creativity, strategy, and adaptability.
By “stealing” ideas in an ethical way, keeping things simple, and staying focused on what works, you can grow a successful channel and engage viewers for the long term.
