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Why Isn’t My YouTube Channel Growing? 

The digital age has brought about a plethora of platforms for content creators to showcase their talents and reach vast audiences. YouTube, being one of the most prominent platforms, has seen millions of creators flock to it in hopes of gaining fame, influence, and sometimes, a sustainable income. However, many find themselves asking, “Why isn’t my YouTube channel growing?”

The Power and Limitations of YouTube’s Distribution:

YouTube is pretty powerful in terms of its distribution. However, while YouTube does pay its content creators, there’s a lot left to be desired in terms of understanding the platform’s analytics. I’d like to understand why things perform and why things don’t… so I could do more predictive and reverse engineering.

The Bias Towards Larger Creators:

There’s a common grievance among smaller creators: YouTube’s apparent bias towards its larger, more established channels. They’re always rewarding or applauding the biggest creators. This sends a message that only the ‘super tubers’ matter, sidelining the vast majority of creators who might be producing unique and valuable content.

The Struggle of Growing on Different Platforms:

Growing on Twitch can be challenging compared to YouTube, which offers more algorithmic exposure. While content on YouTube may not always go viral, it consistently receives visibility. There’s a shared sentiment that YouTube could further support and spotlight middle-tier and emerging creators, as they are potential future superstars of the platform.

YouTube’s Identity Crisis:

YouTube is undergoing an identity crisis. YouTube seems to be trying to bridge the gap between internet content and Hollywood, but hasn’t quite succeeded. YouTube should really focus on the 80% of those creators with all that potential and help them grow.

The New Age of Content Creation:

Unlike traditional TV where there’s a clear demarcation between talent and production, on YouTube, the creator is the talent, the production company; they write it, they own it. This model allows creators to build their own businesses around their content, making it a more powerful medium in the long run.

The Potential for Commerce on YouTube:

There is  immense potential for commerce on YouTube. Whether it’s promoting products, conducting commerce inside YouTube, or building subscription and fan clubs, there’s a vast untapped market waiting to be explored. It’s also never too late to start.

YouTube, with its vast reach and potential, remains one of the most powerful platforms for content creators. However, understanding its intricacies, biases, and opportunities is crucial for growth. YouTube is a much more valuable business than Netflix in the long run. For creators, the key lies in understanding their audience, continuously adapting, and leveraging the platform’s strengths to their advantage.

Merrill Charette

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