Your ContentPivoting

ObjectivesUnderstand why pivoting is important01

Identify when to pivot

Learn how to pivot your content

02

03

YouTubeonPivot?Why

01

Nothing is popular foreverLet’s take a look at search interest for “Let’s Play”, a gaming format that was once massively popular on YouTube:

■ When did search traffic peak?

■ When did interest wane?

■ When would’ve been the best time to pivot?

Staying ahead of the curve

Why do YouTube channels die?

YouTubeonWhenIdentifying

01

Stay on top of your channel performanceRegularly review your performance in analytics, being sure to:

■ Avoid reviewing in a vacuum

■ Note any drops in overall performance

■ Review subscriber watch time

■ Check changes in demographics

Look at suggested video traffic...Use the suggested videos traffic data available in analytics to identify:

■ What types of content are driving viewers to your channel

■ What creators your audience has an affinity for

■ The reach + scope of your content

… and search as well!The search data available in Google Trends and YouTube analytics can give you crucial insights when planning content:

■ YouTube Search traffic will allow you to see what searches directed viewers to your content

■ Google Trends allows you to track the popularity of various search terms over a period of time

YouTubeonPivotHow to

01

Try new formatsCyrus North started his YouTube career with educational videos around philosophical concepts & authors, but has been able to find success with a variety of formats:

■ Imagine If

■ Pop Up

■ Cyrusly

■ One Hour on the Internet

Experiment on a second channel

While initially known for his prank content, Roman Atwood used his second channel to experiment with a variety of new, non-prank formats.

■ In Spring 2016, this secondary channel started seeing growth via content focused on personal, family based vlogs

■ Since then, his vlog channel has overtaken his older channel both in terms of viewership and subscribers

Think about quality over quantityConcerned with content quality and creator burnout, Wengie made a shift from high production value beauty tutorials to lighthearted life hacks. Key to this shift were:

■ A decrease in uploads per week

■ Dedicated research and analysis

The result: She experienced exceptional growth, becoming one of the most subscribed creators of 2017

Communicate

"I am bored with the content that I make. I feel like I'm holding myself back a lot. I don't

want to be on my best behaviour any more. I want to talk to you as a 31-year-old woman,

I want to talk about topics that matter to me."

Communicate The drop-out

The outsider

The unsubscribed viewer

The hardcore fan

The audience’s response

ActionPlan

Review your channel performance along with relevant Google and YouTube search trends.

01

Analyze examples of successful pivots and think about whether anyof the strategies can be applied to you channel + content

03

Think about your own creative fulfillment and passion; are you still happy making the content you’re creating?

02

Questions?

Thank You!