Topics That Attract Fans
So, video topics that attract your fan base. How do you figure out the right topics? We've talked about this. It can be a big struggle at the beginning, but we're starting to get closer. Does anyone have the start of their master balance? Does anyone have the start of their FAQ list? Say yes if you do. Okay, perfect. So, that's gonna be our base. Let's take a look at a case study. I know there's a few photographers in the room. Please raise your hand if you're a photographer here. And I know there's lots watching at home. So, just before we start the case study, I want to just say I know nothing about photography and I made a lot of this up. So please don't be offended (laughs) if I'm not using the right technology or the right verbage. So, the case study I wanted to show you is a photography instructor, someone who is teaching it to other people, maybe you have a course, maybe you are teaching in a classroom, live, in person, and you want to start building more momentum, you want to s...
tart building a brand around what you do and your expertise. So, right off the top of my head I created a space master dot list, did a little research, of course, and figured out what a photography instructor would master and what they'd be asked on a regular basis. So, something like what kind of camera should I use? What are the best camera settings to start with? Photographers, agree with me if this is something that would be on the right track of what you get asked. Yes? Yeah? Okay, cool. So I'm not way off. And then the thing was when I was finding these topics I did a little research by going onto YouTube and doing what I told you to do earlier: just typing in photography tips and seeing all the different types of photography videos that came up, and all the channels that were talking about photography. Going to the most popular videos and their channels, and making a list of those video topics, and thinking, okay, what would this person wanna talk about? Best camera for Instagram? That's actually a topic that's highly searched on YouTube. How to pick the right lens? And, best camera on a budget? That's a really, really good topic, because if you're just getting into it and you're somebody who's teaching photography, you're probably teaching a lot of newbies, and they don't even know where to get started. And they probably don't have a big budget to work with, so giving them this answer is really important, and would get you traction and views. So, if we're gonna pick one of these topics, the topic I wanna pick is the best camera settings. So this is the formula we're going to use. And this is the formula to stick to with every video, particularly when you're in audience-building stage, and in the beginning of your channel, and if you have a stagnant channel right now. So, the formula is: search volume versus search pool, which is a word that I made up or a term that I made up (laughs) it will make sense in a second, versus views and velocity. This is the formula. And I'm gonna break this down. First things first, my favorite keyword tool in the whole entire world -- and I just discovered it recently -- is called Keywords Everywhere. I used to use Google Adwords Keyword Planner. Say yes if you've tried that in the past. (muffled audience response) Was it painful? (laughs) It can be painful. So, I used it for a long time, for years and years. Found this tool, it's changed everything for me. It's called Keywords Everywhere. It's simply just a Chrome plug-in, and it basically allows you to see the search volume for any term that you search on Google, or any term that you search on YouTube, without having to go to another tool. Let me show you what it looks like. But you can also just use the YouTube search bar and figure this out as well. So, you take a look at this. You've gotta find a traffic building title first, then that's the search base title or a trending topic. 'Cause there's lots of traffic that's going to be going through that topic. So, first things first, is camera settings. Let's just take a look at this. If the question we're basing this around is what is the best camera settings to use, of course the keyword you're thinking of is camera settings. Right? So, that's what I type in. It has a search volume of 18,000 per month. This is directly from Keywords Everywhere, so that's the only reason I can see this here. And there's a search pool which is that number right there. That's over six million. Pop Quiz: would this be a good topic to create a video around? No, (laughs) no, it definitely is not, and the reason is, it's just too much competition. If you're a newish channel, if you have less than a thousand subscribers, less than ten thousand subscribers even -- and again, it's all relative to authority and all that stuff -- but a newish channel, there's no way that you're gonna be found in amongst six million results with that high of a search volume. Does that make sense? Say yes if it does.
'Kay, great. So, bad, this is bad. Not good. So then what I do is step two. We want to niche down to go up. And think of YouTube as this big, vast wide ocean -- and that's why I call it the search pool. The smaller the niche and the category and the keyword that you use, the more you're gonna rise to the top in the rankings because what is most important is that people actually find your video. So, you want to be ranking in the very top on page one. So what I do is that I use the alphabet. (laughs) This is actually a trick that I learned from my friend Brian G. Johnson who's also amazing on YouTube. So I'd type in camera settings, then I'd type in camera settings for-- And I would go A to see what comes up. B, see what comes up. And all of these topics come up. So, camera settings for head shots. If you're a new channel-- Who has less than a thousand subscribers here? Perfect. Okay, awesome, we're in such a good place for this. This is great. Okay. If you have less than a thousand subscribers, even less than a hundred, you want to start small to go big. So you niche down to go up. And the way that you do that is find topics with between a hundred to a thousand searches per month. That make sense? So the number right there is 140 per month. That's perfect. This is our first clue. I really like this topic, so this is step one. The next thing that we want to look for, and this is kinda funny, search volume of 140 per month, search pool versus six million, you now have 7,000 to compete against. And look who's at the top. (laughs) So, CreativeLive is at the top of the search pool. Four years old, the video is four years old, so this is another thing to take a look at, how old are the top-ranking videos, and how many views do those videos have? Is there an opportunity for you to be a new video because you're gonna get favored if you're a new video on a certain topic as well. So, is there an opportunity for you to jump in with new, updated, fresh content? And in this case there is. So when I talk about views and velocities, what I mean by that is, okay, this video has been on YouTube for four years. It has 77,000 views. If this video was on YouTube for four years and had a hundred views, not good. We don't want that. This is a really simple formula. If this makes sense, say yes to me.
'Kay, this is a really simple formula for making video topics that are actually going to get views and engagement. Good. (laughs) Emojis always help. So, the formula is the search volume for this topic, camera setting for head shots, is 140 per month, versus the search pool which is 7,000, versus the views and velocity, 77,000 in four years. We're looking good. This is a good topic to make a video around. The final clue that I want you to pay attention to when you're looking up any kind of topic on YouTube, when you're doing your keyword research, is paying attention to the number of subscribers a channel has versus the number of views the channel has. Why this is so important is because in this particular case I looked up camera settings for head shots And outside of CreativeLive, there were obviously lots more topics and lots more videos that were coming up. So the second search result was by another channel that had 940 subscribers, but the video on camera settings for head shots had 41,000 views. So what does that tell you? Sue.
To watch it.
(laughs) to watch it and that it's getting picked up and searched and it's also being pushed as a suggested video. So, you like to see this: small subscriber number, high view on the video. This is over the span of three years, so this is views versus velocity. So, it has a high number of views over the span of three years, with a small subscriber base, which means that it's being picked up in searches and being pushed as suggested, and it's going to be a good topic for you to make a video around.