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Many creators feel frustrated when they don’t understand why some videos take off and others fall flat. Or why one thing on their channel is working well, but everything else isn’t. Or when the thing that used to work no longer is. Is it possible that there’s a process, or even a formula, that any creator can follow and get predicable results?
There is. Derral Eves has been actively growing YouTube channels for years. In fact, he’s behind over 70 billion views on YouTube. He recently wrote a book called, "The YouTube Formula," where he breaks down everything he’s learned about growing channels and millions of views and subscribers.
In this shortened podcast episode, he introduces us to the YouTube Formula and provides insights into the mistakes that often hold creators back as well as the things they should be doing, but often aren’t. Take this information, implement it, and watch your channel grow!
— LISTEN TO THE FULL INTERVIEW HERE: https://podcasts.apple.com/us/podcast/revealed-youtube-formula-for-massive-growth-feat-derral/id1073455415?i=1000513040570
— GET DERRAL’S BOOK HERE: https://www.ytformula.com/
— CHECK OUT DERRAL’S CHANNEL HERE: https://www.youtube.com/derraleves
————-
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=================== text video ====================
now it’s extremely predictable
to have success when something connects
with us either on a positive level
or a negative level innate in us in
humans we have to share
and ultimately that’s where a lot of
brands businesses and creators fail is
it like this is my baby it’s the best
video i’ve ever made my whole life well
it might be
but that people are not responding to it
they’re not connecting with it there’s
some disconnect there the reason why
tv and cable and all that other stuff is
failing
is because someone’s making the decision
to
show you what content to see
[Music]
i know one of the biggest mysteries out
there among a lot of youtube creators is
like
well how do you actually grow a youtube
channel how do you actually make money
at this how do you get more views how do
you get more subscribers
and you will find honestly i hope this
doesn’t sound
arrogant or anything but you will find a
lot of bad advice out there
i define an expert as someone who can
who can
predictably and consistently reproduce
results
for a wide variety of creators i’m not
talking about someone who had a one-hit
wonder
someone who got lucky i’m talking about
someone who can guide someone through a
process
that leads to a destination and that
process been proven repeatedly over and
over and over again to actually generate
good results
for the creator i think we fall into
that category honestly
video creators we’ve worked with 650
clients last year 2020
and i’m not here to just taunt us but
like we’ve seen that consistent proven
results over and over and over again but
we are not the only person
who has a proven predictable
reproducible process for youtube growth
my friend daryl eaves has been one of
the pioneers in this space
and he has taken his vast knowledge and
years and years of experience
and put it into a new book that he is
soon launching called the youtube
formula and today i wanted to introduce
him to you in case you haven’t heard of
him before
i think of this man not only as a
colleague but as a friend
and as a mentor and he was helpful in my
own business here video creators back in
the early days when we were first
getting started
and so i’m excited to dive into you not
dive into you
that’s awkward let me do that so i’m
excited to dive into
the youtube formula with you here today
with mr daryl eaves
so i would love it for you to walk us
through the youtube formula
in a way that helps us as youtube
creators
like understand what process should we
be
evaluating when it comes to using our
youtube channel to grow our business to
reach more people change spend more
lives with the messages that we’re
spreading
uh the products and services that we’re
offering where does it start what is
step number one in this formula and kind
of walk us through all that
so the book starts with uh a very strong
position
of what you need to do to have success
and so
for me i’m a student of history i love
history i think the way that we elevate
our current standing is understanding
the things that history did well and the
things that we didn’t do so well and we
learned from that and we
we we take it into our lives to improve
our
day in the present and then also think
about things in the future you know
because
i think understanding the past really
helps connect us with the future and and
really moving it in a positive way so
for me the first chapter was a history
lesson
uh it’s a history lesson of youtube and
youtube was actually founded
february 14 2005. and it started out as
a dating website
and when you watched the first video
that was uploaded to youtube
knowing that it’s a dating website
it becomes a different video and it’s me
at the zoo
and he’s talking about uh elephants and
the elephants
but that was in april and in may
uh they did everything they do they were
even paying 20 to people
to have them upload content and they
just weren’t doing it and when they were
looking at the data
they realized that oh my goodness people
are posting uh
snowboarding activities uh people of
their their cats or their animals
some funny videos that they found that’s
how it was just yeah
literally not anything at all
of what they anticipated so they had a
very very hard
thought okay do we actually
push the data aside and become a dating
website and
force it down the throats of everything
or do we analyze this
and adjust now in may they made a very
big decision to pivot their company
and this one decision to pivot based off
of the data
led to youtube where they’re at today
and let me tell you how
they analyzed realizing hey people are
using this to
express themselves with video so what if
we empowered the creator of those videos
to have the tools to do it easier
and then also make it easier for them to
spread the word to broadcast themselves
to the world
so they changed their um kind of their
focus to
uh from a dating website to broadcasting
yourself that was their first tagline
outside of the the dating realm
and then they gave the tools to like
embed videos on your website that was
really
groundbreaking at the time and they
basically did that from may to june
and immediately they started having
people pick up youtube from their
history
uses the the formula of actually how to
get content
out to the world okay because they had a
plan
they executed on that plan they got
results
they had to analyze those results and
make a decision how to improve or how to
course correct
and then they adjusted their plan
that right there will lead any company
any business any any creator
to the level of success if you’re
willing to follow those principles and
ultimately that’s where a lot of brands
businesses and creators fail
is it like this is my baby it’s the best
video i’ve ever made in my whole life
well it might be
but that people are not responding to it
they’re not connecting with it there’s
some disconnect there
and so that’s kind of the essence of
of the theme of the book it’s a
data-driven decision but it’s a
data-driven decision
decision of understanding humans so i
thought
part one of the book would be more
important to talk about
the history of youtube the ecosystem of
youtube because that’s part of the
history
you know why they started the partner
program why you know
they were paying creators to create
content what that actually looked like
well then it brought in new dynamics of
an advertiser and the advertiser
pressure that’s there
but the big pivot in part one was
understanding what happened in 2012 and
i can honestly say this is when
everything changed for me
because it changed in the dynamic of how
we approach content
in 2012 january they decided hey
for us there’s so many people gaming the
system and gaming with clickbait and
things that are non-related
if we’re going to actually have people
want to come back to youtube we have to
be able to predict what they want
and they had a hard decision and they do
thousands of experiments on youtube
every
every year and these thousands
experiments are
are really getting the goal of youtube
which is getting people to come to the
platform and stay on longer because
if they come to the platform then
they’re going to watch videos and if
they watch videos
then the ads are going to fire if the
ads fire youtube makes money and if they
stay on longer
more ads fire and that’s where youtube
makes their money and it’s very
costly to have all the free uploading
that you do like it’s just mind-boggling
even to think about that
so they introduced artificial
intelligence to try to make decisions
and predict
what would happen if an ai
would look for patterns and recommend
content out to viewers
and from january 2012
to about april it was just horrible
it was really bad like the people that
that were in charge of the ai project
for youtube
they’re like uh we’re not gonna have a
job if this doesn’t turn around quick
and then may of 2020 20 uh 2012 hit
and it was 10x with their best month
ever
it just took off so they spent all of
2012 trying to get that all ready
for 2013 and 2013 hit
and tim that’s the moment that the
youtube formula was created and i want
to tell you why
is because now it’s extremely
predictable
to have success and so part one of the
book is
uh basically my process um you know
which is how to analyze
uh your your business your youtube
channel it doesn’t matter your personal
life
you have a plan you execute on the plan
you have to take the data points really
learn from it
what worked what didn’t work and then
adjust it right and so
that’s that’s that and then i i go in
depth on the algorithm like you
never can understand but i do it in a
simple way
because at the end of the day the ai
controls
algorithms with an s and each algorithm
has a specific objective and once you
understand the objective
then it’s really easy to know hey
here’s some things that we should look
for and then i move into part two
now part two is the opportunity one
thing that i try to do
immediately whether we’re starting a
brand new youtube channel we’re working
with a brand new company
is going through the process of how do
we actually make
money outside of ad revenue because ad
revenue is going to fluctuate
and that’s not predictability in
business that’s relying upon another
business
for your business and that doesn’t feel
very good especially if they come
and take away all your monetization
because they can and then the biggest
mistake that i found is
creators just focus in on ad revenue and
merch
and to be honest with you those two
things are some of the worst things that
you can actually
focus in on what you need to focus in on
is understanding your audience to do it
and so
that’s part two of the book is the
opportunity and all the different ways
to leverage money and i’m telling you
there’s a lot and i give very specific
case studies i
i believe that um if you have
uh knowledge and you don’t have case
studies
it’s just hypothetical knowledge
so the youtube formula in short is
pretty much the formula of humans like
how humans respond
to content online innate in us as humans
we feel like when something
when something connects with us either
on a positive level or a negative level
innate in us in humans we have to share
so the youtube formula
is more about humans how they respond to
content content being title thumbnail
video and then also content strategy
because you have to have a strategy from
it
uh you can’t just go here there whatever
there needs to be a strategy of
gathering uh where that that that value
is per you know that unique value
propositions there
every single video where people are like
man i gotta i gotta get
closer engaged with this creator or
brand or business
in our language or video creators it’s
like optimized for for humans for people
not for robots right yeah uh and
and you’re you’re saying like how do we
create content that connects with people
that
creates an emotional connection that uh
resonates with them and prompts a
response in them of some kind
not just like you know how to get all
the keywords crammed into the right
place
the right number of times in the right
order and
uh yes but tim uh i heard that it’s like
nope
not just just optimize for people like a
good title
thumbnail that opens with a really good
story he’s gonna win all day long
over a video that’s just like hears
information
with all the right hashtags crammed in
yeah but but two people respond to
keywords too
like well yes and those are the next
part like keywords matter but
because words still represent things and
so if we want to consume a specific
value
like youtube formula then the youtube
formula
keyword means something to us and that’s
what prompts us to click right there was
a common theme that i saw immediately
there’s creators that like no
this is the best creation i’ve ever made
of all mankind and this is like the best
video he can’t get any better
yes you know and and they’re not
thinking about
um the the person that is watching it
on the other side you know it’s about
them
and their creation not about bringing
value to someone
i think a common misconception among
creators is that
youtube is a video-centric system
but it’s actually not it’s a
viewer-centric
system people creators think that like
the goal the algorithm is to go out and
find
viewers for my videos but it’s not it’s
the opposite the goal the algorithm is
to find the right video for the right
person
at the right time so when it comes to if
someone’s listening to this they’re like
okay youtube formula when i hear the
word youtube formula
i think of like a step one step two step
three step four
process is there a one two three four
step process that you could boil it down
to
absolutely and um one of the things that
i uh go in detail is
in part three it is all in stages and
one of the things that i know is if
you’ll focus in on the right things
at the right time then it will make
sense in the long haul
because then your your focus and
attention will be on
where where part of the journey you’re
at so
there’s the planning uh journey and
there’s a lot that’s involved with
planning is that the first step
is the planning yeah yeah the planning’s
more about uh
recon and research like you gotta
understand who you’re creating content
for
what type of content is engaging with
them and if we’re gonna break it down a
little granularly it’s like
target audience like what who is um
that’s exactly what we do actually too
is like
not just demographic info which is what
most people think but what is this
person’s story what are they thinking
what are they feeling what
problems are they facing what’s at stake
for them if they don’t if they don’t
overcome this problem
like what transformation do they really
ultimately want to see in their lives
like really getting into this person’s
story
and then figuring out what value that
they really want to consume
and and then making sure that we’re
creating content which might is that
step two now how
you can content no no no no no no no not
not for me it’s like um then you’ve got
to go deeper because
like i look at how you go hey this story
figure out their story but for me
i just nerd out it’s like okay we want
to know their demographics that’s
basically their age and where they’re at
and you know and so on and so forth like
are they a or general you know yeah
are they are they whatever and then i
like to go into the psychographics and
the psychographics take time
um psychographics is is kind of the
the i would equate it to what you just
said is
what’s their story right but that the
demographics and psychographics can only
take you so far
um it’s the behavior of the demographics
with the psychographics and that’s where
what they do online what they do offline
so i like to imagine
hey what is the the the morning like for
this person
you know what what is their daily
routine how they engage
and i can say that i obsess over that
that’s where we we do it tim
is is really deep dive sometimes it
takes six months to eight months
then stage two is once you have that
information
is then okay what makes them tick okay
and that’s where we go into debt what
are they responding to online offline
um you know what type of channels do
they subscribe to what type of places do
they shop
online what type of places that they
congregate off of youtube and knowing
where that’s at and then doing more
recon and research there
to say oh here’s some topics that are
here then
it’s like making a list of all the
things that you’ve seen
all the patterns that are out there and
saying okay i i believe
as a hypothesis that these are the type
of people that we’re going after
and this is what their day looks like
and here’s some problems that they have
basically ie story right um here’s some
things that they’re facing
here’s the things that they’re really
passionate about here’s some movies that
we know that they probably like
and go from there it’s a big deal for
some creators to just think about
planning a title and thumbnail before
they hit record like that
is a lot of planning for them but what
you’re saying daryl is like
that’s like the minimum like amount of
planning and
i don’t even know if that player is even
enough you can’t no no we
if you just don’t even upload a video if
that’s all the planning you’re
but what i tell them people is like when
you are doing all this planning up front
i know it feels like i just want to make
freaking videos though i just want to be
creative and put whatever i want out
there and hope like someone else will
find it who likes it and what you’re
saying
is well you could try that but that is
not a proven process
there’s a lot of people spend a lot of
time uploading content that nobody
watches
no it’s it’s like this um and this is
what i
i want every content creator or anyone
that’s uploading videos to youtube to
to hear the words of my mouth it’s
really important to hear what i say
um the reason why tv uh and
cable and all that other stuff is
failing
is because someone’s making the decision
to
show you what content to see and so
ultimately
when you’re creating content on youtube
you cannot be the person that says no
you will like it because i
produced it i am the knowledge i am his
creator
no you’re there to bring value and if
you can’t have that value proposition
you’re never going to grow an audience i
don’t care who you are the rest of the
process is simple
then it’s selecting the content that
will resonate and then you know making
your best guess making that hypothesis
and putting together and then it’s
weaving storytelling into it you and i
understand that and
there’s a big section on that but then
the the real part of it is the analyzing
how do you analyze it in a way
that you can to know what what’s
actually going on
um not just making hypotheticals but
analyzing it in a way
and knowing what you need to adjust and
so as you adjust it
that becomes your new content to release
so people want to buy the book where do
they go
they go to ytformula.com if you want
some added bonuses
you know it’s it’s there at
ytformany.com anywhere else that they
sell books
it’s there if you don’t want the bonuses
i learned this thing yesterday
mastery is something you never actually
achieve right but that’s kind of the
point like that’s what keeps driving us
so anyway go check out his channel and
stuff down below daryl thank you for
hanging out with me
and for the rest of you guys london and
delano will be back with me next week
for another video creators podcast
episode and we will see you guys then
bye
