Why is it that some television personalities can capture the attention of millions of TV viewers, but when they transition online or create unique online video content for a place like YouTube, they have a harder time attracting viewers and capturing a sustainable audience?
For this week's Creator's Tip video, we offer up an interview that we did with Jim Louderback of Revision3 back at Vidcon. Jim, who has a ton of experience both in traditional media and online, talks with us about the differences between the way in which people speak to their audiences on YouTube versus the way they talk when on a television camera and why the numbers of viewers are reflective on the way you speak to your viewers.
Television vs. Online Video Audiences & How to Speak to Them
There are some big differences between the way online video personalities speak to their audience versus television personalities. If you pay attention, you will notice that many big celebrities that are part of YouTube's $100 million dollar initiative are getting some relatively low views. We think that part of the issues is that those celebrities are speaking to viewers on YouTube the same way that they are used to addressing their television audience.
We asked Jim Louderback to comment on some questions we had regarding this.
ReelSEO: What’s the difference in how people are talking and engaging with an audience of television versus how they talk to the camera for example when they’re doing it on YouTube? Have you seen anything different there? How do we do that?
Jim Louderback: The people who do well on YouTube are the people who talk to the camera as if the person who is on the other end of that video is a friend. They engage in that friend on a personal level, sharing daily stories and struggles and information as opposed to being a source of information they just want to get out to people. The result is a more real feel for the viewer and they feel more connected with you and will more likely come back for future videos.
Your viewers need to feel like the video is more one to one as opposed to you trying to connect with a vast audience.
Another thing to remember is traditional television is designed with the intent to get each episode done and then get on to the next thing. Online, your video is only one step in the process. You need to be actively engaged with your viewers through comments and coming up with additional content on a regular basis.
QUESTION: What differences do you see between the way people speak to their audiences on YouTube vs Traditional TV?
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View The Full Video Transcript:
Hey guys, welcome to another episode of the Reel Web. I’m talking with Mr. Jim Louderback from Revision3.
I have been noticing some things about the difference between people, how they talk to a YouTube camera versus a television camera. And I’ve noticed some big celebrities that are part of YouTube’s 100 million dollar initiative, they’re trying to dig it on YouTube and they’re just getting like really low views, whereas on television they talk to the camera the same way, but they’re getting like millions of views. What’s the difference in how people are talking and engaging with an audience of television versus how they talk to the camera for example when they’re doing it on YouTube? Have you seen anything different there? How do we do that?
I think what you do when you’re on YouTube and the people who do it really well, when they talk to the camera they do it and they talk to the person on the camera it’s like you’re my friend: Hey guys, what’s going on? It’s really good to see you. I’ve gotta tell you, I’m having a really hard week, but I’m so glad to be hanging out with you right now because I’ve got some really cool stuff I want to show you. Versus when you’re talking to traditional television and they’re like: Coming up next, I’m going to tell you all the things about my week because it was amazing and you need to know it, but first this message. That’s very different. And there’s a connection that you get to camera to a person; it’s authentic and real and you’re thinking, “Hey, what’s going on?” versus “I’ve got stuff to tell you.”
And I think that’s a little bit of it.
So even like I was on set with a very high level celebrity in Hollywood a couple of weeks ago and I could tell by the way they were talking that I bet her videos aren’t doing very good on YouTube.
You know what? It’s a one to one versus a one too many. If you think that your connection with somebody on the camera is one to one and that’s how you get into it, that’s what people on YouTube do. If you’re thinking it’s me talking to my vast audience, it’s a very different way to go about it.
Yeah, it feels exactly like what it was. Because like she was saying — she was still saying comment, subscribe, the whole thing, but I’m like you’re not even going to watch this video, let along like look at my comments.
Well that’s the other thing. Look, traditional television and I did traditional TV, we would work so hard to get our episode done and we would put it out there and it was done and then we would just move on to the next one. To really do it well on YouTube, you go through all that same process, you work hard to get it done, but once you put it out; your day has just started. You day is not over; it’s just starting.
For you guys who are out there making content, talk to someone as a person, as an individual. I mean people on TV, I think they just default to TV cameras because that’s what they feel like they know. So they’re talking to you. But talk to them like real individuals and not like an audience, but like I’m talking to you.
Right. It’s a one to one connection. I think that’s what’s important.
Thank you so much. I appreciate your time, man.
Thank you. See ya.
And if you guys have any advice or input on this, please comment below and let us know. If it’s your first
hanging out, subscribe and we’ll talk to you guys again later. Bye.