Consistency is not key on YouTube

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No, consistency is not key on YouTube. Today I'm going to reveal the secret of Emma Chamberlain. You'll understand how she's able to pull so many views with these titles/thumbnails. I will share with you an extremely important tool of mine I've never heard anyone talking about.

If you don't know who Emma Chamberlain is, she's a young american vlogger with almost 12M subs.

Emma started her channel on the 15th of June 2017 and started posting. As you can see, her thumbnails/titles were exactly the same back then as they are today. Basically a random frame in the video.

She is one of the few creators out there that can reach 5 000 000 views with a video called "cooking".

And she did it over, and over... and over again. With the same results.

"ahahah wono, are you stupid? You said consistency is not key but look at her first video description. She even started to upload almost daily at this period. This must be why she blew up! "

Don't worry, we'll get there. Relax. It will be a great opportunity here to learn that correlation is not causation.

For now, we'll get back to her recent content. Let's play a little game, shall we? Is there anything unusual you notice here?

If you pay close attention, she didn't upload for almost 5 months and... literally, nothing changed.

In fact, that's something I also achieved with my content as well. On two different channels of mine.

And not only did the content not lose traction, it also blew up.

If you fill a water tank full of holes with water day after day, you can be as consistent as you want but at the end of the day, you have wasted your time.

So first of all you need to understand the difference between a plan and a strategy. Because a plan is NOT a strategy.

This is a plan: 👉I will upload 2 videos /week This is a strategy: 👉 I will upload 2 videos /week of this format and evaluate the results after 10 videos.

First, find a working strategy, then start planning. Not the other way around. Consistency only brings results once you start providing value to your audience.

I will share with you the tool I've never heard any analyst talk about. This is a concept of mine that I call: Good attention / Bad attention. (You've heard it first 😂)

Bad attention: Your content is like a strainer, people come but they don't come back. This is when your content is unoriginal and/or too distant from your identity.

Good attention: Your content provides value, it is original, unique, and tied to your identity. People want more of it. They come back for more. You're building trust with your audience.

To survive the long run, you MUST build a strategy that farms good attention and THEN be as consistent with it as possible.

However, consistency should NEVER be your priority. Your priority is to build GA content. For instance, if you reached a deadline to upload your video, but you feel like your content is not polished enough, delay your video and work on it to farm as much GA as possible.

Good attention is what frees you from the thumbnail/title dictatorship because once your audience trusts you, they will watch your content no matter what. Of course, it's always better to have good title & thumbnail, but the more viewers trust your content, the better for you.

In the case of Emma, she indeed started planning (as she says in her own words). BUT she had the perfect content to farm good attention right away. In every video, people got to know her personality a bit more, up to the point she reached today.

It is crucial to understand this because a lot of creators are strategic enough (or lucky enough) to produce content that farms good attention from the get-go, but if it's not the case, you be as consistent as you want and upload as much as you want, nothing will change.

📝Note: There are some cases where bad attention can be exploited, but it's for advanced strategy. It's a very shaky place, you need to be sure you know what you're doing.

Hope this helped. Follow 👉 @wono_strategy for more if this provided you value.😉 Take care.