My Biggest Gripe With YouTube
3 years ago, I started a YouTube channel called JSLegendDev where I uploaded tutorials teaching the JavaScript programming language through the development of 2D games. The state of the space around the time I started was as follows : Tutorials inferior to an hour in length were not in demand. They made very little views. Tutorials divided into multiple parts where dead on arrival. You were guaranteed dwindling views on every new upload. To adapt, other content creators started uploading longer, multi-hour, often project based tutorials which translated to more views. Seeing the shift, I also decided to follow suit and uploaded tutorials reaching the 4-10 hour mark. I saw some success doing this. Therefore, I kept at it for a while. However, as time passed, I got tired of recording extremely long tutorials and they, in general, started to make less views. There are many hypotheses as to why YouTube’s algorithm started serving tutorial content less. The advent of AI could’ve been the likely cause but also a general shift in YouTube becoming more of an entertainment focused platform to the detriment of educational content. Something you now put on TV to relax. In the programming space, channel producing content that can be watched passively like tech news, tech drama, tech history, high level discussions, etc… continued to thrive. Seeing this new shift and because I was genuinely tired of making YouTube tutorials, I published my first scripted video titled “How do Devs Make Levels Without Game Engines” which was first published as an article. In that piece, I told the story of how I discovered a convenient way to design levels for my games using an external editor called Tiled in conjunction with my editor-less game framework. At the end of that video, I promoted a paid tutorial I made teaching the exact steps needed to achieve what was presented. The video ended up accumulating over 30k views, which was pretty great! It took far less effort to make compared to my multi-hour tutorials and I was able to make a few sales on my paid tutorial I mentioned within. Previously, I was very unsuccessful in selling any paid courses and I didn’t quite understand why. However, the answer now hit me like a truck. Why would anyone still have the appetite for a paid course after having invested the time following a free multi-hour course? Even if the subject of the paid offering was different, they would probably be too tired to commit to another one. Anyway, following in the footsteps of this first breakthrough, I uploaded another scripted video titled “You Can Now Make PS2 Games in JavaScript” which was again first published as an article. In that video, I told the story of how I discovered that you could make PS2 games in JavaScript and provided an overview of how the viewer could get started. Despite including very practical knowledge, the viewer was never expected to follow along and therefore could watch it passively. It was a resounding success, over 100k views! Unfortunately, I didn’t sell any courses in that video because I simply didn’t have the energy to both make the video and a course. The best business decision would have been to wait before uploading. I’ll go into more details later, but my biggest gripe with YouTube is that it’s no longer a great platform to build an audience but rather it’s only good for reach and here, I had wasted a lot of reach. After having made so many game development tutorials, I wanted to try my hand in creating an original game that I would sell on Steam. Once the project was starting to take shape, I had the idea of making a video about it to gauge interest as I wasn’t sure it would find an audience. Therefore, I had the idea of using the same format used in my two previous successful videos. However, rather than focusing on technical details, I instead would tell the story of how I came up with my game’s design covering the various iterations and challenges I faced while working on it. Therefore, I ended up uploading a video titled “Making a Small RPG” which again, was originally an article. It was also a resounding success reaching barely below 100k views! However, it came with a hidden cost. That cost was the tipping point that made me realize that YouTube is no longer a good platform to build an audience on. I naively thought that if the video performed well, this would translate to subscribers and an audience eager to hear more about the project, but this wasn’t the case. I had made a big mistake by not setting up a Steam page to direct viewers to before publishing the video. On my next upload concerning the project, the fall off in terms of views was brutal. I went from 98k views to below 10k. It became clear that YouTube was acting as a gatekeeper between me and the audience I thought I had built. After reflecting on the situation, I came to the following conclusion. The reason my 3 previous videos had performed well was due having certain characteristics that aligned with YouTube’s goal as a platform, which consists in making people watch videos for as long as possible so they can serve more ads. I listed them below : The subject of all three videos were remarkable which lead to people clicking on them. Something is remarkable when it obviously stands out as being interesting/noteworthy. For example, the subject of my video titled “You Can Now Make PS2 Games in JavaScript” is remarkable because the PS2 is a very popular, but now old console and you had to use a hard programming language called C++ to make games for it. Being able to now use JavaScript, a simpler but most importantly, a language originally designed for making websites and not games, makes the subject come across as immediately noteworthy. Therefore, remarkable. The use of storytelling made people eager to watch more of the video. This can be explained by the fact that we instinctively want to know what happens next in a compelling story. Finally, the length of the videos were all above 10 minutes and the 2 more successful ones were in the 15+ min range. This resulted in more absolute watch time compared to shorter content. For example, if 2 videos are both watched fully by the same audience. The shorter one will translate to less total time spent on the platform compared to the longer one. Therefore, YouTube will recommend the longer one instead because there’s an opportunity cost to doing otherwise. To understand the fall off, it’s important to first mention that usually, series on YouTube don’t work. The second video of a series ends up making less views than the first because it requires prior context before clicking. Thus reducing its appeal and limiting its reach. However, I knew this going in. I tried making the second video as independent as possible but in the end, a second video talking about the same subject was bound to be less remarkable. It didn’t help that because I summarized the content of the first video in the second one, a familiar viewer would have found it less engaging making the video further away from hitting criteria 2 and 3 that I outlined above. Consequently, I realized I had wasted my biggest marketing ammunition regarding my small RPG game as I had no way to contact the audience hit by the first video. Like with the one on making PS2 games in JavaScript, I had wasted tremendous reach. At this point, I realized my biggest gripe with YouTube was simply that I could not access my audience reliably. Therefore, was it really my audience? On one hand, YouTube allows someone without a following to reach millions but on the other, the link to those reached is fickle. I thought I was building an audience by gaining subscribers but instead, I was building a sand castle that could easily be carried away by the slightest algorithm waves. YouTube wasn’t always like this. People used to subscribe to channels and seek their content in their subscriptions tab. However, the platform effectively buried this model by conditioning users to seek recommended videos on the home page and deprioritizing the Subscriptions tab to the point that it barely looks like a clickable section. You have to click on the “Subscriptions” text to access your sub feed. Doesn’t look very clickable doesn’t it? I think that we’re now entering an era where YouTube is starting to treat content creators as interchangeable much like TikTok. They saw the success TikTok had, tried to replicate it with Shorts and now YouTube long form is getting affected as well. I fear that in the future, uploading to YouTube will look no different than making posts on Reddit. You might get views, you might get comments, but they’re self contained to a specific post with no following building up and no guarantee of your next posts having the same reach. The conclusion to all of this is that it’s not worth it to be a YouTuber. Relying on YouTube adsense and sponsorships (sponsors use views as a metric to determine how much to pay you) for your livelihood is simply not sustainable due to how fickle getting views on the platform is. Therefore, focusing so much on making YouTube content will most likely lead to your exploitation. That said, is quitting really the answer? Considering that YouTube can give you incredible reach even if you’re a nobody as long as you make content that is remarkable, engaging (for example, through storytelling) and long enough, it would be stupid to completely walk away, at least in my case. Therefore a new strategy appears on the horizon. It consists in building your audience outside of YouTube through a mailling list (Substack conveniently allows you to do so) and to strategically make occasional compelling YouTube content to tap into the platform’s reach potential. However, the key is to always direct viewers to the mailling list. Why is building an audience through email so important? because it allows you to have a direct and long lasting link with your audience. It also gives you independence from social media platforms. Even in the case of Substack, where this article is currently hosted, I can export my email list and move to another platform or email sending service without my subscribers even noticing. This shift implies that I no longer need to worry about pumping frequent content for YouTube because I’m not making money through them or worrying about doing so. By making YouTube content rarely, I get to keep most of my energy to build something compelling outside the platform like an actual game, writing interesting articles, making an in-depth course or other kinds of art/products. This plan seems to me as more sustainable and more healthy long term. That’s about all I’ve got to share. Hope this article was insightful. If you’re curious to see where this journey will lead, I recommend subscribing! I usually write about programming, game development and game design. Subscribe now You can check some of my previous articles below. Tutorials inferior to an hour in length were not in demand. They made very little views. Tutorials divided into multiple parts where dead on arrival. You were guaranteed dwindling views on every new upload. The video ended up accumulating over 30k views, which was pretty great! It took far less effort to make compared to my multi-hour tutorials and I was able to make a few sales on my paid tutorial I mentioned within. Previously, I was very unsuccessful in selling any paid courses and I didn’t quite understand why. However, the answer now hit me like a truck. Why would anyone still have the appetite for a paid course after having invested the time following a free multi-hour course? Even if the subject of the paid offering was different, they would probably be too tired to commit to another one. Anyway, following in the footsteps of this first breakthrough, I uploaded another scripted video titled “You Can Now Make PS2 Games in JavaScript” which was again first published as an article. In that video, I told the story of how I discovered that you could make PS2 games in JavaScript and provided an overview of how the viewer could get started. Despite including very practical knowledge, the viewer was never expected to follow along and therefore could watch it passively. It was a resounding success, over 100k views! Unfortunately, I didn’t sell any courses in that video because I simply didn’t have the energy to both make the video and a course. The best business decision would have been to wait before uploading. I’ll go into more details later, but my biggest gripe with YouTube is that it’s no longer a great platform to build an audience but rather it’s only good for reach and here, I had wasted a lot of reach. After having made so many game development tutorials, I wanted to try my hand in creating an original game that I would sell on Steam. Once the project was starting to take shape, I had the idea of making a video about it to gauge interest as I wasn’t sure it would find an audience. Therefore, I had the idea of using the same format used in my two previous successful videos. However, rather than focusing on technical details, I instead would tell the story of how I came up with my game’s design covering the various iterations and challenges I faced while working on it. Therefore, I ended up uploading a video titled “Making a Small RPG” which again, was originally an article. It was also a resounding success reaching barely below 100k views! However, it came with a hidden cost. That cost was the tipping point that made me realize that YouTube is no longer a good platform to build an audience on. I naively thought that if the video performed well, this would translate to subscribers and an audience eager to hear more about the project, but this wasn’t the case. I had made a big mistake by not setting up a Steam page to direct viewers to before publishing the video. On my next upload concerning the project, the fall off in terms of views was brutal. I went from 98k views to below 10k. It became clear that YouTube was acting as a gatekeeper between me and the audience I thought I had built. After reflecting on the situation, I came to the following conclusion. The reason my 3 previous videos had performed well was due having certain characteristics that aligned with YouTube’s goal as a platform, which consists in making people watch videos for as long as possible so they can serve more ads. I listed them below : The subject of all three videos were remarkable which lead to people clicking on them. Something is remarkable when it obviously stands out as being interesting/noteworthy. For example, the subject of my video titled “You Can Now Make PS2 Games in JavaScript” is remarkable because the PS2 is a very popular, but now old console and you had to use a hard programming language called C++ to make games for it. Being able to now use JavaScript, a simpler but most importantly, a language originally designed for making websites and not games, makes the subject come across as immediately noteworthy. Therefore, remarkable. The use of storytelling made people eager to watch more of the video. This can be explained by the fact that we instinctively want to know what happens next in a compelling story. Finally, the length of the videos were all above 10 minutes and the 2 more successful ones were in the 15+ min range. This resulted in more absolute watch time compared to shorter content. For example, if 2 videos are both watched fully by the same audience. The shorter one will translate to less total time spent on the platform compared to the longer one. Therefore, YouTube will recommend the longer one instead because there’s an opportunity cost to doing otherwise.