After speaking and moderating a variety of panels in the last 2 years on topics relating to YouTube and new media, one of the biggest questions that come up is “how to generate an audience?”. From a perspective of a marketer like myself, if I were to consult someone on building an audience for a new channel; my initial game plan would be something like:
- Analyze target demographic using a variety of analytics tools available online.
- Build content that I think would appeal to that demographics interests.
- Share all over with intention for it to go “viral”.
However, as I’ve met more YouTube creators and covered the space as a journalist, I found that most of the top channels consists of people who simply made content that they personally liked; and wanted to share with the rest of the world. Sometimes, I feel that one of the main reasons why many of the Google-funded channels failed was that too much was focused on creating “formulas” like the one above, instead of focusing on the heart of creating great content online: PASSION.