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Every year I watch creators make the same mistake...
They see Q4 coming, panic in October, start new channels.
By the time they're monetized and getting momentum it's December.
Q4 is basically over.
The window they were hoping to capitalize on has closed.
Don't be that creator this year.
Start new channels now.
Give them time to get monetized, gain traction and build momentum.
By the time Q4 hits they'll be ready to print.
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Did something a bit different than usual...
About a month ago one of the biggest media companies in the space reached out to me to consult on their YouTube Shorts operation.
So I hopped on a call with their team.
The main issue with most of their new channels was that they were too broad.
The fix was to analyze their current outliers, find the patterns and sub-niche into the area with the highest potential.
To determine potential I usually look for:
- View ceiling
- Idea/clip ceiling
- RPM
- Competition
Now with competition a lot of creators get put off if they see a lot of people actively posting in the niche they want to go into.
But if you have an edge in your approach, whether that be a different format or a higher quality style - you can dominate pretty quickly.
I normally tend to look for how the best creators in that niche are performing as that gives a better picture of the true potential.
Now the arrow in the image below shows exactly where the consulting call happened, shortly after implementing the advice the results skyrocketed.
This specific channel went from basically zero to $10K/month by doing the sub-niching strategy.
So if your channel posts broad content and growth has stalled, do this:
- Look at your top performing videos
- Find the common topic/pattern
- Check competition for that approach
- Sub-niche into that specific area
- Dominate that pocket of the market
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One of the most common mistakes I see in Shorts:
Views drop but creators keep doing exactly what worked before.
Hoping it comes back.
In most cases it won't.
When the market moves you have to move with it.
What to do instead:
Study adjacent niches and see what's working there.
- What editing style are they using?
- What's the pacing like?
- How are they structuring hooks and payoffs?
- What music are they using?
Take what's trending and integrate it into your content.
Your niche probably isn't dead, but the format is likely outdated.
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The difference between creators who scale and those who plateau:
Scaling:
- Views setbacks as bumps but keeps going regardless
- Hits a goal and immediately raises the bar
- Stays coachable no matter how well they're doing
- Outsources and trusts the process
- Reads the market and adapts before it's too late
Plateauing:
- Quits after repeated mistakes
- Hits a goal and gets comfortable
- Ego kicks in and stops seeking advice
- Convinced nobody can make videos as well as them
- Sticks with what worked before hoping it works again
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Biggest mistake I see when creators start outsourcing:
Training one editor and thinking they're set.
That editor quits and suddenly:
- Back to editing yourself
- Weeks finding a replacement
- Weeks training them up
- Posting consistency destroyed
- Momentum gone
Always have a backup editor trained and ready.
You can give them less work than your main, but make sure they're up to your standard.
This will save you a lot of stress and time.
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One thing nobody warns you about when you start online business.
Barely anyone around you gets it.
Can't really talk to friends or family about a bad month, a termination, a big loss.
The people who understand are rare where you're from.
That's why getting into a community of people doing the same thing is one of the best moves you can make.
Free communities are usually full of bs.
Paid ones are full of people actually executing.
Getting into these paid communities will stop getting complacent.
Also you'll naturally progress a lot faster.
The relationships alone are worth it.
Inside Earnit (for YT Shorts creators) members are running channels together, meeting up across the world, pushing each other daily.
That doesn't happen when you're building alone.
You can find communities for your biz model on Whop or Skool.
Read the reviews and get in the right one.
It's one of the best investments you can make as an entrepreneur imo.
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This did well so here are the 7 best lessons from the interview:
- Give editors equity not just salary. When they own a percentage they think like owners, but when they just get paid they think like employees.
- Set your goals 2-3x higher than you think you need. When your goal is $10K you'll plateau at $10K. Make the ceiling high enough that you never stop pushing.
- Find a channel already getting massive views and 10x the quality. Don't just become a carbon copy, always see who's doing the best and what they're lacking.
- Don't get attached to niches or channels. Most Shorts channels have limited lifespans so treat them as short term opportunities. Milk them and move on.
- Gradually outsource. Focus on one person, teach them everything, make them elite, then add the next.
- Analytics tell you everything. When a video flops don't guess. You can check retention, swipe rates and comments to find the exact moment people left.
- The lock in period is what separates results. Infinity moved in with his team, stopped going out, woke up and worked, slept and repeated. That's when he hit the $120K month.
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One of the most dangerous things you can do when you're doing well is compare yourself to average people.
Many of you will say this in your mind:
"I'm making more than most people my age"
"I'm doing better than my friends"
That's complacency dressed up as gratitude.
The moment you measure yourself against the average person you instantly lower your ceiling.
If you're making $5K/month there are people making $50K/month.
That's your benchmark.
Not your old salary or your friends' wages.
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