What is YouTube's Slowdown Really Warning Us About?

As a TV producer and media veteran, I read articles like the one recently posted in #Businessinsider and think to myself "This sounds like a warning!"

Is the slowdown on YouTube different than the decline in any media type over the years or any long running program in general? Why do some TV shows go into decade long reruns while others don't make it to season two? Did #YouTube #Stars perhaps think their medium of choice would stay strong much longer - no, not really. It's why the most successful #Creators have developed branded products and sponsorship funnels. #Advertisers are more shocked at the sudden decline of YouTube because many shifted their media budgets from traditional mediums like TV and Radio into online channels like YouTube and now they wonder if they can get back the ROI. Did the slowdown of Instagram mean nothing to advertisers?

When trying to recognize the true warning the questions pile up: Can YouTube bounce back if their content changes dramatically? Which existing social media channel can speedup while YouTube slows down? Are 'subscribers' the true measure of a loyal audience? Or must we redefine simply 'views' as a real audience?

https://www.businessinsider.com/the-worlds-biggest-youtube-stars-are-seeing-a-massive-slowdown-2017-1

For this TV girl, who has been producing long before the internet existed, the real warning is this:

True celebrity and influence is not guaranteed by any medium for any length of time, unless it evolves with the mediums.

My celebrity radio and TV clients understand that staying relevant, in demand, and profitable means they need to expand their mediums and expand their comfort zone. It's why you see celebrities turning to #Infomercials, Best Selling Books, #spokesperson roles, and #PR mavens. For them, the challenge is modifying their celebrity #content effectively into new channels like #Facebook, #Instagram, #SnapChat and of course YouTube. For many veteran brands and celebrities this is a tall order, or as one of my celebrity chefs told me, "I'm the old dog and those are new tricks!"

On the other side, many of the YouTube SuperStars understand the need to take their content multi-channel and create relevancy, but they don't understand how to cater to 'traditional audiences' and shy away from techniques that go against their online upbringing.

The sad and overwhelming truth is that most content creators don't have stamina and have made a name for themselves much like one-hit-wonder actors and singers have in the past. Creating entertaining, relevant, lasting content is not easy.

Over the last 20 years, I've sold everything from vitamins, to wrinkle cream, to napkin holders, to rap videos, to books, to vacations, to bigger breasts, and better sucking vacuums on TV. I've launched podcasts, written print ads, produced radio jingles, and even MC'd at Charity Bingo Nights to raise money for research. This year, my company has put authors on the Best Seller's lists and launched online platforms. And with three kids (12-17) I know exactly what is popular on YouTube. I am content/channel/audience agnostic. For me, content is only good if people see it and significantly react to it - whether it is thirty seconds of radio time, a 40K word book, a 4-minute unboxing video, a half hour infomercial, or a downloaded podcast.

I believe slowdown in any media type happens when your audience has requested a change in content delivery, and you, the content provider, are not listening. I also believe that thought leaders (#authors, #speakers, #creators, #influencers, #personalities, etc) must learn how to "celebritize their personality" and "productize their influence". This means that thought leaders must figure out how to be relevant in any medium and that their content must be tangible - something their audience can hold, wear, use, and share. This is not selling out. This is making sure that you are accessible when/where/how the audience demands it.

Channel agnostic means your brand's voice can be heard and seen in as many places as possible:

• TV - network, infomercials, online, PBS, commercials, talk shows
• Radio - broadcast, podcast, commercials, endorsements, interactive
• Print - magazines, newspapers, newsletters, online articles
• Online - YouTube, FaceBook, Instagram, iTunes, Google
• Books - E-Books, calling card books, New York Times Best Sellers

Relevancy means your brand's message is put into action in as many places as possible:

• Live Events - allows your audience to learn from you in real-life
• Physical Products - hard goods, supplements, clothing, fitness gadgets, etc
• Learning Tracks - books, DVD courses
• Ability to purchase online, on Amazon, in retail, at events, and direct from the brand

The real warning for content creators and brand managers is that you must be able to take your proven content, and the messages that resonate best with your current audience, and morph them by medium or you will continue to see slowdown until you are replaced by something more relevant.

I love talking with amazing creators and brands on how to do this. So share this article with people you feel have a relevant message to share and desire to do so in every way possible!

Cheers!

Charlie