I’ve just been to the Edinburgh TV festival. For the 49th time, TV execs got together to discuss the state of the industry and understand what might be coming next.
There was a brilliant programme of panels, including a great new Frontiers strand, designed to help the industry understand the opportunities in streaming.
My big realisation was this: The TV industry knows only too well that it must adapt to survive, embracing the new opportunities offered by the streaming revolution.
But many businesses are still choosing not to take advantage of the huge new audiences and income available on YouTube and across social media.
I realise it is the HOW that much of the TV industry struggles with.
HOW to find new audiences
HOW to make money
And HOW to make the content.
In a declining revenue space, execs know they must invest but are deeply worried about failure.
At Creatorville, helping leaders work through these challenges is our day job.
So today, I’m sharing my simple rules for making videos that flourish on YouTube.
I have developed a simple original video commissioning system that leaders can use to ensure they can successfully invest in YouTube content.
It is designed to optimise spending in order to maximise the potential return on investment.
We call it Sam’s Five S’s for Video Success:
All commissioned original video shows should be:
- Sensational
- Simple
- Scalable
- Saleable
- Stingy
Sounds obvious?
Well, let me break down why this approach matters.
It’s mostly because TV professionals are used to a very expensive production model and a very lucrative and fast return on their content investment.
Their work has traditionally existed in a privileged walled garden.
Having operated this way for their entire careers, it’s very difficult for execs to adapt to a far lower cost and resource base and to a different income profile.
So, they have often applied very expensive TV production approaches to a YouTube model—one that can’t sustain that level of spending unless you stake gold with an instant mega-hit.
When that TV approach quickly becomes financially dreadful, they pull the plug, usually long before they have been able to grow an audience.
And it’s tricky for them to understand that returns on investment in ad-funded streaming are erratic and often take some time to come through.
So, in order to bravely venture into this exciting new world, it’s important to follow rules designed to give you the best chance of success.
Here’s more on each S:
SENSATIONAL:
The show’s premise must make you feel something
The content should be agenda-setting – something you want to talk about and share with your friends.
The talent should be someone you really want to hang out with
The episodes should leverage tension and wonder
Each episode should be surprising and feel novel / brand new
It should include a visual transformation
Each episode should start with a bang, straight into the action, driving to an unskippable ending
SIMPLE:
YouTube’s purpose is to make everything easy and fun. Therefore, we must ensure our shows are as simple as possible to enjoy.
The offer should be clear in the show title
The premise should not need an explanation
The format should be intuitive
The show should explain everything along the way
Forget introductions – dive straight into the action.
SCALABLE:
If it becomes a hit, the format must allow longevity and growth without constraint.
Unlimited upside is important, as most channels birth only a handful of genuine breakout hits.
Once that hit emerges, it needs to scale hugely in order to drive profit for the whole channel.
So, in commissioning, we must ensure there are no closed-ended shows.
SALEABLE:
Successful channels are laser focussed on demand:
a). Audience – what do they really want to watch that they can only get from you
b). Advertisers – how can you build brand-safe shows with growing, dedicated audiences that advertisers would die to sponsor?
c). Talent – shows need to get talent excited about investing their time and energy into your project
STINGY:
YouTube has a different economic shape from that of TV.
It is vital that all operations are priced at a digital original quantum
Digital income is erratic and often booms or busts on a video-by-video basis.
Therefore, to sustain any YouTube original project, production costs must be kept to a minimum viable level.
Once a show has become a hit, resources can rise to meet requirements.
But until then, it’s about spending the least possible whilst remaining safe and treating your colleagues properly.
If you found this useful and would like to discuss how to win on YouTube further, please just get in touch.
