The Youtube Formula --FOREWORD BY MR BEAST

 


FOREWORD

Everyone should have a YouTube channel. Literally everyone, but especially brands. When I see brands that don’t have a presence on YouTube, I think they’re insane. It’s unfathomable that anyone isn’t capitalizing on the opportunity there. It’s the most coveted job in America, and with good reason. It is quite literally a gold mine.

每个人都应该有一个YouTube频道。每个人,尤其是品牌。当我看到那些在YouTube上没有建立起影响力的品牌时,我觉得他们疯了。令人费解的是,还会有人不好好利用youtube提供的机会。这是美国最令人垂涎的工作,并且充分的理由支撑。这简直就是一座金矿。

When I was a kid, I watched YouTube all the time. It was always my dream job. I didn’t want to be an astronaut or a doctor—I couldn’t envision a world where I wasn’t a YouTuber. I started my channel in 2012 and only got 40 subscribers my first year. Now I have one of the fastest growing channels in the world. I gained more than 15 million subscribers in 2019 alone with just over 4 billion video views. And it’s still growing every day.

当我还是个孩子的时候,我一直在看YouTube。这一直是我梦寐以求的工作。我不想成为一名宇航员或医生——我无法想象我的世界中没有YouTuber。我在2012年创办了我的频道,第一年只获得了40名订户。现在我拥有世界上增长最快的频道之一。仅在2019年,我就获得了1500多万订阅者,当时视频浏览量刚刚超过40亿。但它还在与日俱增。

If you are just getting started on YouTube, do not expect to pull any type of viewership in your first year. If this isn’t something you can accept, don’t start. But if you can, then you need to do this: make 100 videos. It doesn’t matter what they are because they will be terrible, but do something you like doing. Your first 10 videos will be garbage. Then make 10 more. These will also be garbage, and so will the next 10. But eventually, things will start to improve. You’ll get better little by little. The best way to improve your content is to make content and see what people like. Then you’ll notice something with your 101st video. It will be in a whole different league from your first video. You will still be a long way from good content, but it will be better than your first video was.

如果你刚开始经营YouTube频道,不要指望在第一年就能吸引到任何类型的观众,如果你不能接受这种情况,我劝你最好不要开始。但如果你准备好了的话,那么你需要这样做:制作100个视频。他们是什么并不重要,因为他们会很糟糕,但要做一些你喜欢做的事情。你的前10个视频将是垃圾。然后再做10个。这些也将是垃圾,接下来的10个也是垃圾。但最终,情况会开始好转。你会一点一点好起来的。改进内容的最好方法是制作内容,看看人们喜欢什么。然后你会注意到你的第101个视频看起来有点不一样了。这将与你的第一个视频完全不同。你离好的内容还有很长的路要走,但它会比你的第一个视频更好。

It took me hundreds of videos over several years before I got good at it. I had been making YouTube videos for two years and still didn’t make good quality videos, even though I thought they were good at the time. I was like so many creators: I thought the algorithm hated me because I wasn’t getting subscribers and views. But in reality, my content wasn’t good enough. In fact, my videos were horrible, like most YouTube videos are. Most YouTubers have their priorities back-ward. They spend all their time thinking about the algorithm in their first hundred videos when they should really be thinking about how to make better content geared toward the viewer.

几年来,我花了数百个视频才擅长制作它。我曾经在YouTube上制作了两年的视频,但仍然没有制作出高质量的视频,尽管当时我认为它们很好。我和很多创作者一样:我觉得算法讨厌我,因为我没有得到订阅者和浏览量。但事实上,我的内容还不够好。事实上,我的视频很糟糕,就像大多数YouTube视频一样。大多数YouTuber都搞错了方向,走了弯路。他们做前一百个视频的时候把所有的时间都花在了试图迎合YouTube的算法上,而实际上他们应该考虑的是如何为观众制作更好的内容。

Unless you’re the rare YouTuber who has created content professionally, you’re probably average (at best) at making content. You don’t go from entertaining nobody to entertaining millions in a day. It’s hard work and a slow progressive workup, and it should be. Because if you got millions of viewers overnight, you wouldn’t know how to handle them.

除非你是少有的专业创作内容的YouTuber,否则你在制作内容方面可能是一般的(充其量)。你不会在一天内从娱乐任何人变成娱乐数百万人。这是一项艰苦的工作,也是一项缓慢的工作,这是应该的。因为如果你在一夜之间吸引了数百万观众,你就不知道如何处理他们。

Every video is your competitor, so you have to keep putting in the effort to keep your content relevant and competitive. Viewers have to pick between videos every time they go to YouTube, and they’ll choose the better video without a second thought. Make your video the better video.If a video from your channel from six months ago doesn’t make you want to barf because of how much better you are at making content now, you’re doing it wrong. I can’t even stand watching my videos from six months ago because I am so much better at making content now. I can see how bad my old videos are. They could have been so much better! I’m depressed even thinking about those videos.

每一个视频都是你的竞争对手,所以你必须不断努力保持内容的相关性和竞争力。观众每次上YouTube都必须在视频之间进行选择,他们会毫不犹豫地选择更好的视频。让你的视频成为更好的视频。如果你频道六个月前的一段视频并没有让你因为你现在在制作内容方面做得更好而想呕吐,那你就错了。我甚至无法忍受看六个月前的视频,因为我现在在制作内容方面好多了。我可以看到我的旧视频有多糟糕。他们本可以做得更好!一想到那些视频我就很沮丧。

There is a huge opportunity on YouTube for brands. If every brand knew what I know, they could get a hundred times the viewership they get on television for the same cost. They should be giving creators like me their advertising budget to make YouTube videos around their brand. I’ll give you an example. If I was Coca-Cola, I could build a pyramid of a million Coca-Cola cans. Or I could make a video called, “I Filled My Friend’s House with a Million Cans of Coca-Cola.” These are both banger ideas that would get a ton of views if done right. (This was free, Coca-Cola; next time you can pay me, lol.) Videos like these could lead to millions upon millions more return than TV-spends, and it’s exponentially cheaper. And seriously, who really watches TV commercials anyway. Everyone picks up their phones during commercials. If brands want to get real visibility, they have to get off of TV.

YouTube上有一个巨大的品牌机会。如果每个品牌都知道我所知道的,他们可以以同样的成本获得电视收视率的一百倍。他们应该给像我这样的创作者广告预算,让他们围绕自己的品牌制作YouTube视频。我给你举个例子。如果我是可口可乐,我可以建造一个由一百万个可口可乐罐组成的金字塔。或者我可以制作一个名为“我用一百万罐可口可乐填满了我朋友的房子”的视频。如果做得好,这两个想法都会获得大量的浏览量。(这是免费的,可口可乐;下次你可以付钱给我,哈哈。说真的,谁真的看电视广告。每个人都会在广告中拿起手机。如果品牌想要获得真正的知名度,他们就必须离开电视。

What do you think people do—especially anyone under the age of 30—when the ads start rolling on TV? They pull out their phones and quit paying attention! They’re not watching your commercial! Their attention has been moved to Twitter. SnapChat. YouTube. TikTok. Tweets spike during TV commercials. And people don’t put their phones down until the commercials are over and their show or sport-ing event comes back on. Three times fewer people skip a brand deal on YouTube than they do on TV, because people are usually watching from their phones. They don’t have a second phone to grab when they come across an ad or brand deal on YouTube, so they watch it. And they’re watching a YouTuber they watch all the time, so they are also less likely to skip because they trust these YouTubers.

当广告开始在电视上滚动时,你认为人们会做什么,尤其是30岁以下的人?他们拔出手机,不再注意!他们没在看你的广告!他们的注意力已经转移到了推特上。SnapChat。YouTube。抖音电视广告期间推特数量激增。人们直到广告结束,他们的节目或体育活动重新开始才放下手机。在YouTube上跳过品牌交易的人比在电视上少三倍,因为人们通常都在用手机观看。当他们在YouTube上看到广告或品牌交易时,他们没有第二部手机可以拿,所以他们会看。而且他们一直在看一个YouTuber,所以他们也不太可能跳过,因为他们信任这些YouTuber。

I have more eyeballs on my content every week than the Super Bowl. And I have a personal connection with my viewers who have built trust in me. This audience trust value is worth so much more than an impersonal celebrity or athlete appearance in a TV commercial. Brands shell out more than $5 million for 30 seconds crammed in with a bunch of other ads during the Super Bowl. With YouTubers like me, you could get 10 to 15 minutes of undivided attention centered on your brand for way cheaper. Then you can get the viewers to go watch more videos and interact with your brand in other ways if you’re really smart about it. It’s a no-brainer. You’re quite literally insane if you’re not capitalizing on the opportunity here.

我每周的内容都比超级碗吸引更多的眼球。我与那些对我建立信任的观众有着个人联系。这种观众信任的价值远比电视广告中一个非个人的名人或运动员的出现更有价值。在超级碗期间,各大品牌在30秒内花费了500多万美元,并加入了一系列其他广告。有了像我这样的YouTuber,你可以花10到15分钟的时间专注于你的品牌,而且成本更低。然后,如果你真的很聪明,你可以让观众去看更多的视频,并以其他方式与你的品牌互动。这是一件很容易的事。如果你不好好利用这里的机会,那你简直是疯了。

Business execs think they know more than the YouTuber, especially if the YouTuber is very young. They want to control their integration, giving YouTubers a list of talking points to read verbatim with a call to action at the end. While this works to an extent, brands would convert exponentially more and see greater brand awareness and exposure if they let the YouTubers be themselves. A brand should say, “Here’s a bunch of money, do what you do to connect with your viewers . . . as you’ve done on literally hundreds of videos with hundreds of millions of views. Do what you think would work best to get our brand talked about or our product sold. We trust you.”

商业高管认为他们比YouTuber了解更多,尤其是当YouTuber很年轻的时候。他们想控制自己的整合,给YouTuber一份谈话要点清单,让他们逐字逐句地阅读,并在最后呼吁采取行动。虽然这在一定程度上起到了作用,但如果品牌让YouTuber做自己,它们将以指数级的速度转化,并看到更大的品牌知名度和曝光度。一个品牌应该说,“这是一大笔钱,尽你所能与观众建立联系……就像你在数百个拥有数亿浏览量的视频上所做的那样。做你认为最有效的事情,让我们的品牌被谈论或我们的产品被销售。我们信任你。”

Brands who give the creative license to YouTubers and let them talk naturally like they normally would with their audience are getting more brand exposure and ROI than they could in any other way, guaranteed. And they should quit focusing on views but on what kind of impression they left. Will they remember you? Or will they hear another sleazy sales pitch?

那些将创意许可证授予YouTuber并让他们像平时一样与观众自然交谈的品牌,在保证的情况下,获得了比其他任何方式都更多的品牌曝光率和投资回报率。他们应该不再关注观点,而是关注他们给人留下的印象。他们会记得你吗?或者他们会听到另一个肮脏的推销吗?

Let me give you an example of the power of a YouTuber. I created an app called Finger On the App. I announced on my Instagram, Twitter, and SnapChat that everyone who downloaded and put their “finger on the app” at a certain time would have the chance to win $25,000. All you had to do was be the last person with your finger still on the app. The app was only available on iPhones and only in America. Even with these limitations, and without even trying, I had 1.5 million people install the app. I hadn’t even promoted it on my YouTube channel, which at the time had more than 37 million subscribers. In contrast, a newcomer to the mobile video world, Quibi, launched around the same time as my app, but they had a $1.7 billion budget. Guess how many installs they got? Only 300,000 on the first day.

让我给你举一个YouTuber的力量的例子。我在应用程序上创建了一个名为Finger的应用程序。我在我的Instagram、Twitter和SnapChat上宣布,每个在某个时间下载并“点击该应用程序”的人都有机会赢得25000美元。你所要做的就是成为最后一个手指还停留在应用程序上的人。该应用程序仅在iPhone上可用,而且仅在美国可用。即使有这些限制,甚至没有尝试,我还是有150万人安装了这个应用程序。我甚至没有在我的YouTube频道上推广它,当时该频道有3700多万订户。相比之下,移动视频领域的新来者Quibi与我的应用程序大约在同一时间推出,但他们的预算为17亿美元。猜猜他们安装了多少?第一天只有30万。

Finger On the App was inherently cool, so people talked about it. It naturally went viral. This is how businesses should pitch things. Change your mentality from wanting to get the most views to wanting to be the most talked about. My app was trending everywhere. I created a social footprint. And it all happened because I owned the app myself and had the control to spread the message my way. Brands come along and think they know better, but they would be so much more successful if they let YouTubers do what they do best. We know how to go viral. We know this digital world inherently because it’s what we’ve lived and breathed our whole lives. We know how to get your brand talked about naturally. This is way more powerful than a pointless view. YouTube isn’t going anywhere. Google’s parent company Alpha-bet and Google’s Android operating system funnel so much crazy traffic to Google-owned YouTube. These companies have so much power and an unfathomable amount of cash that YouTube can’t be a fad because of this. It’s worth putting effort into something with such secure staying power. A lot of YouTube content is subpar now, but people will start to figure it out and it will be more competitive and expensive as time goes on. Figure it out now.

Finger On the App本质上很酷,所以人们都在谈论它。它很自然地在网上疯传。这就是企业应该如何推销的。改变你的心态,从想要获得最多的观点变成想要被谈论最多。我的应用程序到处流行。我创造了一个社交足迹。这一切的发生是因为我自己拥有这个应用程序,并且可以控制以我的方式传播信息。品牌出现了,他们认为自己更了解,但如果他们让YouTuber做他们最擅长的事情,他们会更成功。我们知道如何传播病毒。我们天生就知道这个数字世界,因为它是我们一生的生活和呼吸。我们知道如何自然地谈论您的品牌。这比毫无意义的观点更有说服力。YouTube不会有任何进展。谷歌的母公司Alphabet和谷歌的安卓操作系统为谷歌旗下的YouTube输送了如此多疯狂的流量。这些公司拥有如此强大的权力和深不可测的现金,YouTube不可能因此而成为时尚。值得为具有如此安全持久力的事情付出努力。YouTube上的很多内容现在都不太好,但人们会开始发现它,随着时间的推移,它将变得更具竞争力和成本。现在就想清楚吧。

If you picked up this book, it’s because you’re already on YouTube or you are thinking about being on YouTube. Hopefully I’ve helped you understand that you absolutely should be on YouTube. You’d be nuts not to be. The opportunity to make money, grow a business, and spread a message is so huge, whether you’re a regular person like me or a big brand. And this book has every element you’ll need to do just that.

如果你拿起这本书,那是因为你已经在YouTube上了,或者你正在考虑上YouTube。希望我已经帮你明白了,你绝对应该上YouTube。如果你不这样做,你会疯掉的。无论你是像我这样的普通人还是大品牌,赚钱、发展业务和传播信息的机会都是巨大的。这本书包含了你需要做到的每一个元素。

I first met Derral Eves in Dallas, Texas, for the sole purpose of talking about YouTube. I was working hard to achieve my dream of becoming the world’s biggest YouTuber when I came across Derral’s YouTube channel. I knew I had to meet him because he knew stuff I needed to know. So I messaged him, and I jumped on a plane. We’ve been YouTube data best buds together ever since.

我第一次见到Derral Eves是在得克萨斯州达拉斯,唯一的目的是谈论YouTube。当我看到Derral的YouTube频道时,我正在努力实现成为世界上最大的YouTuber的梦想。我知道我必须去见他,因为他知道我需要知道的事情。所以我给他发了信息,然后我跳上了飞机。从那以后,我们一直是YouTube数据的最佳搭档。

Derral has pulled tens of billions of views on YouTube and even on other platforms because of his deep understanding of algorithms and the viewer. He owns VidSummit, the #1 YouTube data conference in the world. Only one or two other people in the entire world understand YouTube on the level that Derral does. I have one of the top three most-watched channels on YouTube, and I still talk about YouTube data and strategy with Derral because nobody is on the same wavelength as he is. Whether you’re a creator or a brand, you can learn how to be successful on YouTube by reading Derral’s book.

Derral在YouTube甚至其他平台上获得了数百亿的浏览量,因为他对算法和观众有着深刻的理解。他拥有全球排名第一的YouTube数据会议VidSummit。全世界只有一两个人能像Derral一样理解YouTube。我在YouTube上有三个最受关注的频道之一,我仍然和Derral谈论YouTube的数据和战略,因为没有人能和他一样。无论你是创作者还是品牌,你都可以通过阅读Derral的书来学习如何在YouTube上取得成功。

Be open to what he can teach you, whether you have five subscribers or five million. Because remember, you should be improving at every level, always making better content. The YouTube Formula will help you do that.

对他能教给你的东西持开放态度,无论你有五个订阅者还是五百万。因为记住,你应该在每一个层面上都有所改进,总是制作出更好的内容。YouTube公式将帮助您做到这一点。

MrBeast

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