What to DO When Your CHANNEL is Going DOWN? | #Brandlytics

Key Takeaways

what you're about to watch is a clip from my brand linux training where i get together with entrepreneurs thought leaders who want to build their brand using youtube and making data driven decisions to blow up their brand this year enjoy the theme today was talking about what to do when your channel is going down i think it's helpful because at some point everybody's channel stops doing as well as it used to be doing and so it's a good checklist to go through so let me pop over and share my screen what to do when your channel is going down and i'm gonna break this up into two sections the first is like er which is you know you're having the heart attack you just broke your leg you got the concussion like you go into the hospital like what do we do right now to fix it and then more of the chronic the chronic pain is like what's the ongoing stuff that we can do to help solve this problem for ourselves unfortunately i've been called into a lot of these situations for a lot of big-name people who you would not expect to be struggling and suffering and like everybody else you kind of wish you had more time than like this is happening and blowing up my face right now what do i do um but i'm going to give you some strategies for both okay and even if you haven't had a big depth yet you can come back to this video and use it as a framework to help you see why your channel's not doing as well as it should uh okay so the first question i always have to go in and find out you know like if we're trying to diagnose the situation right now alison says can we use this strategy to get a channel up and running uh yes especially especially the chronic the chronic pain stuff that we're going to get to in the second part um but the first part the er is like diagnosing hey where are we have you done anything weird wrong stupid or not and and that's usually the first question right he's like did you do something stupid [Laughter] oh you'd be surprised at the stupid things people do to try to get their channels going or growing uh and be honest you know this is where especially you know in a group like this or when you're bringing somebody in to help you it's like hiding stuff is not usually the best solution so we had we had some people i remember had one guy big name guy like somebody you'd recognize who uh bought a whole bunch of views from reddit in argentina or something and then the channel started to tank and it's like did you do something stupid man like what what what's going on you're like no i don't think so like okay cool and then you know you look at the data it's like well what's this going on here like oh yeah yeah we did that come on you just save our time a lot you can get there a lot faster if you're just kind of honest but did you do something stupid did you did you buy something you know did you buy a guaranteed number of views or subscribers did you just did you do something weird or off and it's usually the first question because i want to get that out of the way um and the solution okay like stop doing that right like stop buying views from reddit in argentina and let's focus on the fundamentals so we can get your channel uh back up and going okay second thing is don't panic you probably didn't do something wrong you know like unless you did something stupid then you probably didn't do something wrong and what usually happens when you see a dip in in your channel is that some of your best videos just fell out of favor what you'll usually find is you have a couple videos that do well it's it's not even 80 20 it's like 99 one you know for the people here have been around for a while you know you look at pablo on this channel how many subs are you right now pablo well 12 000. 12 000. cool so so even on the channel like his you'll see there's like a couple videos that do really really well yeah and then most of them are just okay so it's it's not 80 20 it's it's 99 one or 99.9 and then you know 0.1 and so what often happens is if you see it your channel dip is those top videos fell out of favor and so it's like not that youtube hates you it's not that there's something massively wrong don't panic don't freak out just a few videos most likely fell out of favor if you didn't do something stupid um nothing has really nothing has really changed on youtube recently um there's a lot of talk about instagram recently we talked about it at brenda's mastermind we're talking about this morning in movie makers um on discord instagram made a huge announcement basically saying they're moving away from pictures and towards videos and the the ceo came out a month or two ago talking about that made a video on it uh and then a couple days ago the kardashians started freaking out this is not right you know we need pictures and it forced like the two kardashian sisters forced uh the ceo of instagram to make a video response talking about where instagram is going and you can go watch it if you want but basically it's we're moving away from pictures and we're moving to video which is great for us you know for you guys here because you're making videos pablo's very happy right you take the video content you're making on youtube and cut it up and put it to instagram they also announced that reels are not just going to be 60 seconds but all videos are basically going to become reals now uh so something big change on instagram so if you're if your instagram account is falling apart and all you're posting is pictures that's a problem because instagram has changed but nothing has really changed in youtube so if your channel is falling apart you see a big drop in views there's there's nothing really that's going on on the youtube side of things so the next question becomes well did you change something right so that's my next question people did you change anything so did you change how frequently you're posting did you change the format did you did you introduce a new kind of show did you change the length are you talking about different topics now um did you change your thumbnails up did you add a new series did you use to promote it in a different way that you're not promoting anymore like did you change anything in your mark in your promotion strategy for your videos because nothing in in youtube has changed but did you change anything on it probably got a question on that yeah um it's just a comment it's so true and and you've been helping me analyze my data because when um when willis meet is mac rock you know on on tv i did two videos explaining the violence doesn't help you know and so my channel when it was a weekend that it got a record you got a record that video ago so it brought a lot of people and all my all my statistics were because of that video so it helped me a lot but when that video after the 28 day 30 days 60 days went away you know now i i it looked like a my channel is stanking it's going down you know i felt that so and one of your videos you were explaining uh last time that we do news or we do what we really want to do that bring us customers now that's that's the the do news or thing that is very popular it's a lot of stress but um yeah and so i i completely see that that pain you know yeah which leads to the next one which is seasonality c zonality you get that right yeah and that's both for uh both for your industry and your videos so there may not be anything wrong it's just it's seasonal right so if pablo so pablo does negotiation videos so that's not seasonal right i mean you'd think people care about negotiating all year long but if he's talking about will smith and the slap that's uh it's already played out right we're not going to be talking about will smith in a slab i mean we've already stopped talking about it but definitely not in a year or two years or three years so there's a there's a cycle to that specific video so is your channel falling apart or losing losing views compared to where it was because of some kind of seasonality in your type of video or the whole industry as a whole so pablo his video takes off amazing and then it starts to tank cool we expect that but it can be sad because you see your channel all the numbers are negative growth is going down like what happened uh but this is where it's it's usually much better to go after the more evergreen stuff than than trendy because the trendy stuff you have to stay on top constantly so if you're gonna pick something that is trendy at least try to have something with a longer cycle so last time we talked about casey going in doing amazon book reviews the best ones that he can review are not the ones that are popping hard right now because a lot of the books that hit the best seller list right now [Music] they're gone in two weeks right the authors like pump it hard and then they're out the best ones for him to look at are the ones that have been consistently selling for years and will probably continue to sell so i think we looked at tim tim ferriss for work week quickly uh a couple weeks ago in case he's like oh yeah that copy sucks okay great i can fix that in a second amazing that's a great book to do because it's been selling for years and will continue to sell for years and so those are the types of videos that we want to be making if he was only looking at the hottest ones right now then the caveat is you have to keep making more you're on the hamster wheel so pablo you could if you wanted to keep that trend going you could you just have to be able to move to whatever the next trend is right now yeah whether it's uh something in politics yeah yeah they just mentioned just agreed to something i'm canadian so i don't really follow along with you guys mention just agreed to pass the bill or whatever right so so how do you negotiate with mansion you know on on on those things how do you negotiate with putin how do you negotiate with trump you know how anything that's in the news cycle right now but it will fall off in a couple weeks so now we have to continue to stay on top uh sir just says seems like you're saying that consistency is key with evergreen video content current news help us build our subs is that strategy doomed for failure so it's not doomed for failure it just requires you to stay on the hamster wheel so if pablo was only talking about whatever's on the front page of the news cycle right now then he would have to continue to make the videos or his channel would fall apart like great will smith it popped and then now it's all negative for that video right and and i guess it brought the channel down a little bit but his his consistent his channel is in spanish and talks about negotiation those things are going to be always valuable always helpful um he talks he talks about chris voss he talks about never split the difference it's still a book that's selling super well so it's if you're looking at the long term the best strategy is the ongoing evergreen the stuff that's going to live forever if you want to add in current news trending your opinion your thoughts that can be a faster way to get out of the gate so back to allison's question like this will this help me get my channel up and running like yeah doing new stuff and trendy stuff can help you get an influx of subscribers and views it's just gonna have a really short window and the biggest advantage of youtube is that your content lives forever if you want to see this full video as well as train live with me twice a month to blow up your brand join the brand linux training program there's a link to join right there next to me continue to believe i'll see you there