Many believe that social media is a young person’s game, especially YouTube, but that belief doesn’t necessarily hold true.
Jay Clouse and Jon Youshaei, in a discussion about YouTube content strategy, offer a fresh perspective on how age and experience can be significant advantages in content creation and why anyone can start it.
Age as an Advantage on YouTube
Contrary to popular belief, age can be a significant asset on YouTube. Jay Clouse uses the example of Jordan Matter, a 56-year-old YouTuber with over 10 million subscribers.
He highlights the power of having a career before YouTube. Jordan Matter’s success is a testament to this idea.
He states:
“I had experience, I had expertise, and all I had to do was figure out how to make it entertaining.”
This highlights a critical point: anyone with extensive professional experience can find success on YouTube, provided they can package their knowledge in an engaging way.
If you’re an experienced professional, you already have what younger creators may lack—expertise. Now, the challenge is simply to make it entertaining.
Expertise Can Lead to Success
Jay draws further examples from people like Andrew Huberman, who is another professional that “blew up overnight” on YouTube.
However, what looks like overnight success is really built on decades of expertise.
“The key to his overnight success is decades of unique earned insight.”
This concept emphasizes the value of hard-earned knowledge and experience, which can be an incredible advantage for professionals transitioning into content creation.
The Rise of the “Dr. Mike-ification” of YouTube
Jay coins the term “Dr. Mike-ification of YouTube” to explain a growing trend. Dr. Mike was one of the first professionals to create YouTube content about his field (medicine) and succeed.
Now, more and more professionals, such as legal experts (Legal Eagle) and dentists (Dental Digest), are doing the same. They tap into their specialized knowledge to educate and entertain.
“There will be many more professionals who start YouTube channels and figure it out.”
This opens up a tremendous opportunity for professionals in various fields.
If you’re a lawyer, doctor, dentist, or any kind of expert, YouTube could be a powerful platform for you to share your knowledge and grow an audience.
Packaging Your Content Effectively
An essential part of succeeding on YouTube, regardless of your niche, is how you package your content.
This includes both the visual presentation and the title of your video.
Jay explains two packaging processes: one for interviews and one for explainer videos (solo videos).
Visuals and Thumbnails
For solo videos, Jay emphasizes starting with the visual aspect:
“I really try to think visual first, and I have this entire ‘Thumbnail Hall of Fame’ where I collect thumbnails that intrigue me.”
Creating compelling thumbnails is a crucial aspect of getting viewers to click on your video, even if they don’t know who you are.
The goal is to make a thumbnail that is so captivating, it makes people click out of sheer curiosity.
Titles and Ideas
Once you have your visual in mind, it’s time to craft the title. A compelling title combined with a captivating thumbnail can make all the difference.
Jay often starts by thinking of ideas and headlines that address common questions or provide valuable tips for creators. For example, one of his successful videos is titled:
“Ex-YouTube employee explains how to take advantage of the algorithm.”
This approach helps position him as an expert who can share insider tips.
Why Series Matter in YouTube Content Strategy
Another key to success on YouTube is creating a series.
A series gives viewers something to look forward to, builds consistency, and makes content creation more efficient.
Benefits of Series:
- Predictability: Viewers know what to expect and are more likely to return for future videos.
- Efficiency: You can film multiple episodes in one go, which helps streamline the production process.
- Algorithm Benefits: YouTube is more likely to suggest videos from a series, helping to increase views and retention.
Jay highlights examples like the Fine Brothers, creators of Teens React and Elders React, who have thrived by sticking to serialized formats.
He notes:
“If we can’t film three episodes in one day, we won’t do it.”
The repeatable nature of a series makes it easier to maintain a steady upload schedule while also reducing the friction in content creation.
Short Form Content: The Future of YouTube?
If you’re starting a channel in 2023, Jay recommends beginning with short-form content (YouTube Shorts).
Shorts are an excellent way to test the waters and build a following while keeping your time investment manageable.
“If you want to try becoming a Creator and really do it full time from the start, you have to have long-form.”
However, for those balancing full-time jobs, starting with Shorts is a smart way to experiment and grow an audience.
While long-form content provides more opportunities for revenue through ad placements, Shorts can be a powerful tool for gaining traction quickly.
Converting Shorts to Long Form Content
While Shorts are a fantastic way to get started, transitioning viewers from Shorts to long-form videos can be challenging. Jay offers practical advice on making that transition smoother.
- Marry Your Niche: Keep your content consistent between Shorts and long-form videos. For example, if you’re creating educational Shorts, ensure your long-form content also revolves around education.
- Trust the Algorithm: Jay believes that YouTube is improving the connection between Shorts and long-form content. The more you create, the better YouTube will get at suggesting your long-form videos to your Shorts audience.
- Segment Your Long-Form Videos for Shorts: Create segments within your long-form videos that can be easily clipped into Shorts. Jay uses the example of his “Draw Your Income” segment, where guests break down how they earn money. This not only serves the long-form video but also creates a ready-made segment for Shorts.
“Shorts are the beginning of the conversation, and long form is where you go deeper with them.”
By planting shorts within long-form content intentionally, you can encourage cross-viewership and build a more engaged audience.
Why Content Formats are Important
Content formats play a crucial role in the overall success of your channel.
Formats make content more repeatable, and they help you create a rhythm with your viewers. Jay suggests thinking in terms of:
- Explainer Videos: Where you can break down a topic in-depth.
- Reaction Videos: Reacting to current trends or viewer submissions.
- Educational Series: Where you provide step-by-step instructions or expert advice.
These formats are not only easier to produce once you establish a rhythm, but they also help with audience retention.
The Future of YouTube: Professional Experience as an Advantage
Jay ends by highlighting the unique advantage that people with professional backgrounds bring to YouTube.
“The job that you’ve had for the past 10 years may be your unique advantage.”
If you’ve spent years honing your skills in a specific industry, that expertise can be your competitive edge.
You can monetize in ways that younger creators may not be able to, from pitching brands to negotiating deals.
This knowledge, coupled with your life experience, could be the very thing that sets you apart on YouTube.
Embrace Your Experience
If you’re an experienced professional considering entering the world of YouTube, now is the time.
Your expertise is your superpower, and with the right packaging and format, you can captivate an audience and build a successful channel.
The journey might require experimenting with different content formats, creating a series, and balancing short-form with long-form content, but with consistency and creativity, success is within reach.
Remember Jay’s final words of wisdom:
“Your age and experience could be the thing that propels your YouTube career to new heights.”
(Source: Jay Clouse’s Creator Science Podcast featuring Jon Youshaei)
