Maker Studio Masterclass – Report
This session focused on building your YouTube brand/channel. Sarah Baynes was MC but the session kicked off with a brief presentation from Tom Scott, who is possibly best described as a freelance digital maverick. He has his own YouTube channel with 200,000 subscribers (203,525 if you want to be precise), who tune in to Tom’s videos about science and technology. In his presentation, Tom shared his top 3 tips about his online experience:
1: You can’t make something go viral.
2: Make good things. Tell people about them.
3: There is almost no money in YouTube. ($1 for every 1,000 views. Also, subscribers don’t equal views)
Tom shared a TOP SECRET TIP about dealing with YouTube comments that was incredibly crafty and useful, but it’s so TOP SECRET I can’t share it with you here for fear of YouTube cutting off the entire internet.
Sarah then introduced Dan’l Hewitt, MD of Maker Studios who are the largest content network on YouTube. Maker has 650 million subscribers, and 10 billion views every month. 60% are a mobile audience. 60% are in the 13-35 age group. 70% international audience. FACTS, PEOPLE. 47% of children watch YouTube more than 15 minutes a day. 25% of children watch more than 30 minutes a day. YouTube stars are more popular than mainstream celebrities. Some YouTube stars of note: Pewdiepie, Marzia, We Are Shaytards, Bart Baker.
In terms of owning your own YouTube channel and making your own content, your role is multi-hyphenated: creator/distributor/advertiser/celebrity/editor. This neatly describes Kim Richards, another guest on the panel. Kim started her YouTube channel in 2013, with a passionate devotion to games (Super Mario Kart in particular!). 700,000 subscribers tune in to watch Kim’s engaging and energetic shtick.
Kim likes to do basic research with her nieces/nephews, and find out what they like to watch, but more importantly HOW they like to watch it. Kids don’t really ‘get’ TV schedules. Why do they have to wait to watch something? Streaming and binge viewing is far more appealing. YouTube is a great platform in particular because it’s not restricted with geoblocks (unlike, say, iPlayer). It’s truly an international platform. As you start building subscribers for your channel, these become your FANS not your audience, which is an important distinction.
So what do you do if you want to approach Maker Studios? Should you reach out them or do they reach out to you? It’s a combination of both. They receive around 5,000 daily requests to join their network but they also use a talent network team to seek out content creators. They then support the creators to help them define the personality and purpose of the channel.
If you’re an individual looking to build your own YouTube channel and starting from scratch, then a good approach is to begin by making content that is a natural extension of what you’re most passionate about. Kim and Tom started doing what they loved most, and their brands/channels grew from there. However, there’s no instant success rate. A long-term commitment is required. But when you’re doing what you love, then there’s no barrier to what you can achieve.
For full details of the speakers, check the Session Guide.
The Creative Garden
UK Managing Director
The Walt Disney Company EMEA
Regional Communications Manager
The Creative Garden