13 Years of YouTube Knowledge in 46 Minutes

现在你想象一下，有个从来没做过YouTube的人，正坐在那儿看着这30个点子。

So now put yourself in the shoes of someone who has never done YouTube before, but they're sitting in there looking at 30 ideas.

是的。

Yeah.

他还在继续筛选，一点点缩小范围。

They're continuing to whittle them down.

你该怎么选？怎么测试哪些点子真正值得做成视频？

How do you choose and how do you stress test which ideas you should actually try and make into a video?

这就是第六步：找一个试验场。

And that is step six, which is find a testing ground.

意思是，你要找一些成本很低的方式，把你的想法放出去，让目标受众看看能不能引起共鸣。

Now this means you should find really low lift ways to put your idea out into the world to the community you're trying to reach, and see if it actually resonates.

举个很典型的例子，说实话，我不太愿意拿你的领英说事。

So a perfect example of this, again, I don't like when I have to bring up your LinkedIn.

这对你来说挺难受的。

It hurts you.

这让我挺难受的，因为你把那儿推广得太多了。

It kind of pains me because of how much you promote it.

现在看起来我好像是你领英账号的头号粉丝，但你确实发过一条关于后来做成我们《Hot Ones》那期节目的领英动态。

Now it seems like I'm the biggest promoter of your LinkedIn, but you did post on your LinkedIn about, what what eventually became our Hot Ones episode.

对。

Yeah.

所以你在领英上发过关于《Hot Ones》这个节目的看法。

So you posted a take on LinkedIn about the show Hot Ones.

要是没有肖恩·埃文斯，这节目还能撑下去吗？

Could it survive without Shawn Evans?

太疯狂了。

It's crazy.

难道说

Could it be

这节目要结束了？

the end of the show?

谁应该买它？

Who should buy it?

为什么它卖不动？

Why isn't it selling?

那篇帖子在 LinkedIn 上火了。

That took off on LinkedIn.

当时讨论很热烈，这也让我们确信，这是个很适合做 YouTube 视频的好话题。

There was a lot of conversation, and that proved to us that this would be a good topic to make a YouTube video about.

那如果你是从零开始搭建的话，我觉得大家通常会假设你……咱们就假设你在任何地方都没有受众基础。

Now, if you're building from scratch, I think the assumption is you have Let's just assume you have no audience anywhere.

没问题。

Sure.

所以你可能连那种反馈都收不到，对吧？

So you might not even get that feedback somewhere, right?

所以，找测试平台也可能意味着在你的社交圈子里。

So finding a testing ground could also mean in your social circle.

也可能是把想法跟朋友分享。

It could also mean sharing the ideas with friends.

马克·罗伯跟我们聊过这个，特别有意思，他说自己很多点子都是在跟人聊天时冒出来的，比如‘那这个怎么样？’

And Mark Rober talked about this with us, which was really cool that he gets a lot of his ideas in conversation, where he's talking to people and he's like, Well, what about this?

然后观察对方的反应。

And seeing people's reaction.

哈桑·明哈吉管这叫‘PDF的力量’。

Hasan Minhaj called it the power of the PDF.

对。

Yeah.

就是把想法写在纸上。

Saying like the idea on paper.

对。

Yeah.

当你跟别人讲，或者别人读到的时候，这个想法站得住脚吗？

When you tell it to someone, when they read it, does it stack up?

它能引起共鸣吗？

Does it resonate?

它能引发讨论吗？

Does it drive conversation?

对。

Yeah.

我觉得，如果这不是靠对话，也可以从短视频入手。

I think this also, if it's not conversation, it could be starting with short form video.

因为我们确实这么做过，你知道吗？

Because we've done that as well, where it's like, you know what?

我们不想拍一个三十五分钟的YouTube视频，但拍个六十秒的短视频还是能做到的。

We don't wanna make a thirty five minute YouTube video, but we can commit to a sixty second short.

我们之前做过一期关于《鱿鱼游戏》的，就是它在Netflix上线后产生的影响。

We did this about Squid Game, about the impact of Squid Game after it came out on Netflix.

我们做了一个六十秒的短视频。

We made a sixty second short.

这条视频彻底火了，成了我们观看量最高的短视频之一，之后我们把它扩展成了一条长视频，效果也不错。

It absolutely exploded, became one of our most viewed shorts, and then we turned it into a long form video, and that also did well.

另一个角度是去平台外的社区看看，比如论坛或者Discord群组。

Another way to look at this and like explore it is go on off platform community hubs.

比如Reddit或者Discord这样的社区。

So that could be a subreddit or a Discord community.

看看大家在关心什么，是不是真的对这个话题感兴趣。

And look at what people care about and if they care about the subject matter.

比如说，便宜锅具和贵的锅具之间的区别，你可以去烹饪版块看看，大家都在纠结这款特别贵的锅到底值不值。

So if it's like cheap versus expensive cookware, again, maybe you're looking at a cooking subreddit and everyone's confused about this really expensive pan.

对吧？

Right?

这时候你就会想，嗯，这东西到底值不值？

So now you're like, oh, actually, maybe is it worth it?

这周我们就有个具体例子，在我们Slack里有人分享了一篇来自r/cooking的帖子，问的是：YouTube上的烹饪频道怎么了？

I mean, specific example for us this week, it was shared around in our Slack, a post from rcooking, what happened to YouTube cooking channels?

是的。

Yeah.

他们说现在的烹饪频道不如以前那么火了，影响力也下降了。

Saying that like, they're not doing as well as they used to, they're not as impactful.

我们正好开始讨论这个话题，于是就想出了一个相关的视频创意。

And it was a conversation we started to have, and we came up with a video idea around that topic.

他们点名了一些具体的烹饪频道，我们就想，能不能去采访这些频道，问问他们烹饪领域到底发生了什么变化。

They call out certain cooking channels, and we thought, Oh, could we interview these cooking channels, and ask them about what's happened with the cooking niche?

他们自己觉得发生了什么？是不是因为这些变化，观众才不看了？或者干脆说，这个领域现在整体状况怎么样？

Do they feel like has happened, and that's why people maybe aren't watching, or just what's the health of that, right?

对。

Yeah.

这正是个好切入点，因为人们已经在Reddit上讨论这个话题了。

And that's a place where it's like, Oh, people are already talking about it because they're talking about it on Reddit.

这说明大家确实关心，也愿意聊这个。

It's proven people like this and they wanna talk about it.

是的。

Yeah.

我们能从这儿继续吗？

Can we go from there?

这前六个步骤主要围绕第一阶段：了解自己。

So these first six steps are very much about like, the first phase is like understanding yourself.

你真正想要的是什么？

What do you want out of this?

第二阶段是了解社区和观众，对吧？

The second phase is understanding the community and the audience, right?

这两个阶段非常重要，但通常都被跳过了。

And those phases are extremely important, and those typically get skipped over.

对。

Yeah.

如果没有这些，你在YouTube上取得成功会花上长得多的时间。

And without them, I think it will take way longer for you to find success on YouTube.

所以从零开始，第一件事是彻底搞清楚你做这件事的动机，为什么想做，以及这会对你生活带来什么影响，然后再深入理解这个社群。

So starting from scratch, first thing, deeply understand your own motivations, why you want to do this, the lifestyle consideration of doing this, then deeply understand the community.

他们是怎么发现你的内容的？

How do they discover your work?

他们之间是怎么互动的？

How do they engage with each other?

他们真正关心的是什么？

What do they care about?

在这个领域里，哪些观点容易引起共鸣？

What ideas resonate in this space?

这些都特别重要。

All of that deeply matters.

明白了。

Okay.

现在，在你新的YouTube频道起步阶段，你还没上传过任何视频，但已经积累了大量想法，也挑出了一些已经引发讨论的，选定了一个想做成视频的主题，接下来就要进入第七步：拍摄、剪辑、上传，然后循环往复。

So now in your new YouTube channel journey, you are at the point where you have actually not even uploaded a single video, but you have a ton of ideas, you've identified some that have already started some conversation, you choose one that you wanna turn in to a video, and you're ready for step seven, which is film, edit, upload, repeat.

这一点涵盖面很广，接下来我们会深入细聊，具体说说如果从零开始做YouTube频道，我们在视频和频道上会做哪些决定。

Now this is very all encompassing, and we're going to get into the weeds of what we mean by this, and certain decisions we would make with videos and with a YouTube channel if we were to start from scratch.

第一步，拍视频之前，先在文档里把内容写出来。

So the first thing is making the video in a document before you film.

我们接触过的每一个创作者都反复提到，只要做好前期准备，后面所有事都会轻松很多。

Time and time again, every creator we talk to, if you do the pre production, everything gets easier.

没错。

Yeah.

那什么叫前期准备呢？

So what does pre production mean?

其实就是打开一个Google文档，把标题用大号加粗字体写上去，再把你们设计好的缩略图，或者想模仿的同类缩略图，放在最上面。

It's literally opening a Google Doc, putting the title in big bold letters, putting your thumbnail that you've designed, or similar thumbnails that you want to emulate up top.

阿里·阿卜杜勒曾经跟我们说过这样的话。

And then Ali Abdall said this to us.

他说，大多数YouTube视频，本质上就是标题、缩略图、内容提纲。

He said, Most YouTube videos are just title, thumbnail, list.

所以这个列表格式不一定非得是关于某件事的三要点。

So thinking about a list format of like, it doesn't necessarily have to be like three things about, you know, X.

也可以简单点，比如开头、中间、结尾。

It could just be beginning, middle, end.

开头的吸引力特别关键。

Hook is extremely important.

视频的开头、中间和结尾，这三部分都要考虑清楚。

The beginning part of the video, the middle part of the video, the end.

在这其中，我们花时间最多的，绝对是视频的前七秒和前三十秒。

Now in this, the time that we spend the absolute most time on is the first seven seconds and the first thirty seconds of the video.

所以在你写脚本的时候，可以从你那一百个点子中，先筛选出二十个适合短视频的，再挑出十个适合长视频的。

So as you're developing these script documents, I would identify from your list of a 100 ideas, let's whittle it down to like 20 ideas that could be short form ideas, 10 ideas that could be long form ideas.

在这两份文档里，最核心的部分就是开头的钩子。

Now in both of those documents, the hooks are going to be your most important pieces.

也就是说，每个视频开头那几句话到底该怎么说。

So meaning what are the first few words that are said in each video?

这点我们后面在讨论要追踪的数据时会再提到。

And that'll come up later when we talk about data that we're tracking.

对。

Yeah.

那这个钩子到底关键在哪呢？不管是短视频还是长视频，它能不能准确抓住观众并满足他们的预期？

And what matters in that hook is, whether it's a short or a long, does the hook identify and meet the expectations of the viewer?

然后，它是不是还能给出一些观众原本没料到的新内容？

And does it then give something new they actually weren't expecting?

因为这才是让他们继续看下去的关键。

Because that's what's going to keep them watching.

对。

Yeah.

对吧？

Right?

所以具体来说，比如我们的节目《Hot Ones》的标题和缩略图，我们会确保当你点进去时，确实会涉及到像“《Hot Ones》是不是要结束了？”这样的内容。

So specifically when it is like a title and a thumbnail for one of our episodes, like Hot Ones, we try and make sure that when you click, yes, we are going to touch on, is this the end of Hot Ones?

但同时你也会看到一些新内容，比如这档节目没了主持人还能继续办下去吗？

But you're also going to get something new, can the show survive without its host?

所以很多故事讲述，特别是在互联网上，核心就在于那些没有答案的问题。

So a lot of storytelling, and specifically on the internet, is about unanswered questions.

讲故事永远都离不开那些悬而未决的问题。

Constantly, storytelling is always about unanswered questions.

所以基本上，在你视频的前几段，你要确保像刚才说的那样先验证观众的预期，然后再抛出一个新的、没有答案的问题。

So basically in your first few lines, you want to make sure that you validate the video, like you said, and then you open up a new unanswered question.

在写脚本的过程中，要始终从开头、中间到结尾整体审视一遍。

And throughout your script document, as you're writing out, always look at it in your beginning, your middle, and your end.

有没有留下没解答的问题？

Is there an unanswered question?

然后在结尾处，当这个问题被解答，或者最后一个问题有了答案，视频也就结束了。

And then at the end, when that question is answered or the final question is answered, the video's over.

对。

Yeah.

所以先把它们写下来。

So write it out.

不用逐字逐句，但你要先在纸上构思视频，然后再去拍。

It doesn't have to be word for word, but you're making your video first on paper, then on camera.

接下来，如果让我从头开始，我会确保拍摄风格尽量简洁。

Next, if I were to start from scratch, I would make sure that I have a really lean filming style.

我不想把流程搞得过于复杂，增加不必要的麻烦。

I don't want to over complicate and add friction to the process.

你看马尔克的自动对焦频道，或者瑞安·特拉汉的视频，大部分都是用iPhone拍的。

And if you look at whether it's Marques with his autofocus channel again, or you look at Ryan Trahan with his videos, they're primarily shot with an iPhone.

对吧？

Right?

只要你写的内容够好，脚本够扎实，用iPhone也能把想法拍出来。

If if what you wrote is good and the script is good, you should be able to execute that idea with an iPhone.

没错。

Yeah.

你可以再往上加东西，但我觉得你始终得能回到最基础的层面，让整个流程尽可能顺畅。

You can always go up from there, but I think you should always be able to come back to the lowest common denominator and keep the process as frictionless as possible.

你还要把所有事情放在五十二周的周期里考虑，而不是只看一周。

You also want to think of everything on a fifty two week window, not a one week window.

所以你要想清楚，如果今天我新开一个YouTube频道，我能不能每周都拍一条视频，持续整整五十二周？

So you look at it in the context of, if I'm to start this YouTube channel today, can I make a video every week for the next fifty two weeks?

对。

Yeah.

没错。

Right.

甚至是一百零四周。

Or one hundred and four weeks.

所以你得保持一个简洁的制作方式。

So you want to have a lean production style.

如果你特别喜欢用单反拍东西，随身带着单反到处跑，不管是在度假还是在哪儿，都能随时拍出一条视频。

If you love making stuff with your DSLR and your lifestyles, you travel everywhere with your DSLR, and no matter if you're on vacation or wherever you are, you can make that video.

当然。

Sure.

但想想大家都是从零开始的时候。

But go back to when everyone started from scratch.

看看马奎斯的第一支视频。

Look at Marques' first video.

再看看我们当初用 MacBook 拍的第一支视频。

Again, look at our first video we shot on a MacBook.

每个人都是从简洁的制作方式起步的，因为你得拍上一百支视频，才能真正形成自己的风格。

Like everyone starts with a lean production style, and that's because you're gonna have to make a 100 videos before you truly develop your style.

这事儿就是这么回事。

You just are.

不过现在想更快拍到一百支视频，YouTube 在 2024 年已经不一样了。

Now to get to a 100 videos quicker, YouTube has changed in 2024.

你可以从短视频开始。

You can start with short form content.

对。

Yeah.

关于从短视频开始，我觉得有几件事值得注意。

And I would say there's a couple things here about starting with Shorts.

第一，它是检验你的创意是否能引起共鸣的好平台。

Number one, it is a good testing ground to see if your ideas resonate.

如果你在脚本里加入引导订阅的号召，它能帮你积累观众和订阅者，这样你在投入制作长视频之前就能先积累起受众。

It's a great way if you add a call to action within your script to subscribe to the channel to drive audience and subscribers before you commit to long form.

我们发现，当我们最终上传长视频时，如果同时也上传一个关于同一主题的短视频，长视频的效果会更好。

And what we've seen is that when we eventually upload a long form video, if we also upload a short that is about the same topic, the long form video does well.

对。

Yeah.

实际上，效果比不上传短视频还要好。

Does better actually than if we don't.

所以你的短视频肯定是在60秒以内，对吧？

So your shorts are obviously going to be sixty seconds or less, right?

不过刚开始做短视频时，别拖太久都不拍长视频。

Now, when you're starting with shorts, I would say you don't want to go too far without making long form videos.

我建议你先定下五个想做的短视频，一开始每拍一个长视频，就配套做两到三个短视频。

I think you should identify five shorts you wanna make and think about making two to three shorts per every long form video in the beginning.

当你回头看自己的创意库时，自然就能分辨出哪些点子适合短视频，哪些更适合长视频。

And when you look at your shorts, again, when you look at that idea bank, you're gonna naturally start to see which ideas go towards short form content, which ones go towards long form.

做这个决定的关键其实是看视频时长——现在在YouTube上，观众愿意看更长的内容已经非常普遍了。

And the way to make this decision is actually when you look at video length, right now on YouTube, longer watch times are extremely common.

平台也会给这种内容加权，对吧？

They're rewarded, right?

YouTube的根本逻辑就是：观众点开了吗？

The base premise of YouTube is, did the audience click?

他们看完了吗？

Did they watch?

看完后满意吗？

And were they satisfied?

是的

Yeah.

前两点可以通过谷歌和YouTube提供的数据非常明确地衡量。

The first two are very quantifiable by data that Google gives you and YouTube gives you.

第三点就不太明显了，就是观众是否满意。

The third is less explicit of are they satisfied?

但所有这些都会影响你的内容在算法中被推荐的频率和曝光量。

But all of that is going to dictate how much your content surfaces and how much it gets put up in the algorithm.

我觉得我们犯的一个错误是

I think one of

制作视频时，我们明显担心观众会离开。

the biggest mistakes we made was making videos where we were clearly afraid people were gonna leave.

对。

Yeah.

但如果你的标题和封面图能吸引到你想要的观众，那就相信他们一旦点击，就已经被你吸引进来了。

But if you have a good title and thumbnail that attracts the audience you want, trust that once they click on that title and thumbnail, you've already gotten them in the door.

相信他们愿意花二十到三十分钟了解这个话题。

Trust that they are open to twenty to thirty minutes worth of this topic.

这又回到了你的细分领域分析，因为当你从零开始时，大部分内容都会出现在推荐里，这意味着那个社群的普遍观看习惯很可能比较稳定。

And this goes back to your niche analysis, because if most of your content when you're starting from scratch is going to show up in suggested, that means that whatever the general viewing habits are of that community are probably going to be consistent.

就我们而言，当我们和艾玛·钱伯兰做两小时的长视频时，通过浏览页面吸引观众会比通过推荐更难，因为经常看播客的人大概率会对这类内容感兴趣。

So for us, what we notice when we have a two hour long episode with Emma Chamberlain, that's gonna be a lot harder to drive audience in browse than it is suggested because someone who is regularly watching podcasts is probably gonna be interested in that.

那他们会不会一次就从一个两小时的播客直接跳到另一个两小时的播客呢？

Now are they going to, in one sitting, go from a two hour podcast to a two hour podcast?

大概不会。

Probably not.

但我们能被推给那些习惯看两小时YouTube视频的人。

But we are going to get fed into a world of people who are like, I regularly watch two hour YouTube videos.

是的。

Yeah.

很可能，一段十五分钟的艾玛·钱伯兰视频，并不能有效带动观众来看我们将近三小时的对话。

Most likely a fifteen minute Emma Chamberlain video may not be the biggest driver to our almost three hour conversation.

没错。

Right.

正是如此。

Exactly.

你可能会想，当然了，有人看了Emma的视频，那她就是他们喜欢的类型。

You would think, Oh, of course, someone watches an Emma video, that's what they like.

他们就会接着看她三个小时的播客。

They're going go watch a three hour podcast with her.

其实更可能是，有人本来就经常看或听播客，然后这个内容就被推荐给了他们。

It's more so someone watches a bunch of podcasts or listens to a lot of podcasts, and this one gets fed

所以我会去看看你的观众群体里，哪些内容在二十分钟以上这个区间表现最好。

to So I would look at your community and see what content is living in the twenty plus range.

我觉得，现在在YouTube上，二十分钟以上的时长是最理想的。

Now, I think the twenty minute plus range is the ideal range today on YouTube.

当然，也有人做更短的内容，但你看看目前顶尖的创作者们。

Of course, there's people who make content that's shorter, but look at the top creators right now.

看看瑞安·特拉汉，看看马克·罗伯，看看MrBeast，看看路德维希。

Look at Ryan Trahan, look at Mark Rober, look at MrBeast, look at Ludwig.

记住，这些视频都是

And remember that these videos are

在电视上观看的。

being watched on televisions.

没错。

Right.

现在可不只是有人在手机上看视频了。

It is no longer people just watching on phones.

越来越多的人是在电视上看。

It is increasingly more televisions.

你在电视上看东西，就会愿意花时间看完一部长的。

And when you watch something on a TV, you're committed to watching something long.

从五分钟开始，然后

Start at five minutes, go

到十分钟。

to ten minutes.

但我认为你应该考虑的是：我能不能做出一个二十分钟的视频？

But I think you should be looking in a direction of, Can I make a twenty minute long video?

好，现在我们回到这个框架中的重复部分。

Okay, now getting to that repeat part of this step of the framework.

马特·帕特跟我们说过这一点。

Matt Pat said this to us.

他说，他们制作的视频，只要做到85%就足够了。

He said that the expectation of the videos they make is that they will get to 85% of the way done.

这85%已经可以发布了。

That 85% is good enough to put out.

我非常认同这一点，因为如果你没有明确的截止时间或结束标准，最后那15%你可能会花上几周几周去打磨，但我觉得这额外的15%投入根本得不到相应的回报。

And I resonate with that a lot because if you don't have sort of a deadline or an end point to the video, that last 15%, you can spend weeks and weeks and weeks trying to make it 15% better, but I don't think you're gonna get the return on that 15%.

对。

Yeah.

这又是一场持久战。

Again, this is a very long game.

你得用两到五年的眼光来看待这件事。

You have to look at this on a two year, five year window.

很多创作者都只盯着一周内的效果。

I think a lot of creatives think about everything on a one week window.

但做YouTube、运营频道，这事儿得花上好几年。

But when you're in the YouTube business, when you're working on a YouTube channel, the channel's gonna take years.

所以你要想的是，怎么让流程保持简洁？

And so you want to be thinking about how do I keep things lean?

怎么才能觉得，这个视频已经够好了。

How do I get to a point where I'm like, this video is good.

该发出去了。

I'm going to get it out.

大多数创作者对自己作品的要求都特别高。

And most creatives are really intense about their own creative work.

所以我觉得85%法则特别有用。

So I think the 85% rule is really helpful.

接下来第二点，要让85%法则更容易实现，你可以回头看看自己做的前十个视频，哪一个值得再做一遍？

Now the second thing as a part of this, what makes the 85% rule easier is when you look at your first 10 videos that you've made, which one of those can be repeated?

这些视频有没有可能出第二部、第三部、第四部、第五部？

Basically, there a part two, part three, part four, part five to these videos?

因为如果有，那你就能轻松地复用之前的脚本，直接问：这次该怎么翻新？

Because if there is, then it's gonna make it a lot easier for you to, again, copy and paste that script document and go, what's the spin on this one?

我已经有现成的框架了。

I already have a framework.

怎么才能把它做得更好？

How could I make it better?

这个挑战的下一章该是什么？

What's the next chapter of this challenge?

这个视频的下一集该怎么做？

What's the next chapter of this video?

举个实际的例子，我们最近的十个视频里有两个表现特别好。

Tangible example, two videos out of our last 10 that have done really well.

其中一个就是那个引爆好莱坞的YouTube视频。

One of them is the YouTube video that broke Hollywood.

我们能不能再做一个这样的YouTube视频？

Could we make the YouTube video that?

对。

Mhmm.

有没有另一个YouTube视频，我们可以配上详细的描述？

Is there another YouTube video where we can have a description?

我们能不能再推一个类似‘引爆’的视频，只是换个词，比如‘颠覆’或者‘刷屏’？

Could we even go as far as the YouTube video that broke, and then find another word for what the YouTube video broke?

讲讲那些知名的YouTube视频背后的故事。

Tell stories of prominent YouTube videos.

没错。

Yeah.

那个打破算法的YouTube视频

YouTube video that broke the algorithm.

对吧？

Right?

我们现在有了这样的模式，知道它一定会火。

That we have a model for that now, and we know that it will do well.

所以你在前十个、二十个视频里找的是内容形式。

So you're searching in your first ten, twenty videos, you're searching for formats.

而且这种探索永远不会结束。

And actually that never ends.

是的。

Yeah.

最新那个视频，快把《Hot Ones》逼到尽头了。

Again, most recent video, fast approaching death of Hot Ones.

有没有可能在别的节目或品牌身上，也找到类似‘快走到尽头’这样的说法？

Is there an opportunity with another show or entity where it's the fast approaching death of or the fast approaching something of?

因为这样成功的可能性更大。

Because that's more likely to work.

对。

Yes.

好的。

All right.

数据。

Data.

你要跟踪哪些数据，才能判断你的新YouTube频道做得怎么样？

Which data should you track to understand with your new YouTube channel if you're doing well?

所以我再强调一遍，包装的重要性怎么突出都不为过。

So again, I think it's so important to just really put in bold letters how important packaging is.

正因如此，你必须时刻关注点击率。

And because of that, you're gonna live in a world of tracking click through rate.

无论你是顶级创作者、新手，还是刚起步的人，标题和封面图都是YouTube上最重要的部分。

Packaging for every creator, top creator, brand new creator, no matter where you are, the title and thumbnail is the most important part of YouTube.

这话怎么强调都不为过。

It's just like you cannot say it enough.

我们上次采访吉米的时候也聊过这个。

It's something that we talked about with Jimmy in our last interview.

你明白吗？

Do you get it?

我明白。

I get it.

可能有些观众懂，但大多数人根本没意识到这有多重要——我

And maybe some of the people watching get it, but like most don't understand like how important- I

说实话，我最近才真正明白。

don't think I actually got it until recently.

我知道这听起来有点奇怪，但关键是

And I know that sounds But the thing is

你永远不可能真正完全意识到它有多重要，因为它总比你想象的更重要。

you never get it because it's always more important than you realize.

这更重要

It's more important

比

than

甚至对你我来说都是如此

Even you me,

我每隔一阵子就会意识到，天啊，我差点忘了标题和封面图有多重要。

it's I'm constantly every other month going, dang, I forgot like just how important the title and thumbnail is.

你几乎每天都要一个人坐着，提醒自己十遍：标题和封面图的重要性，远超你想象。

And I like, you almost have to like every day, like sit in a corner and go, the title and thumbnail matters more than you think and tell yourself that 10 times.

因为如果不提醒自己，你就真的会忽略它。

Because if not, like, it just it's you just I don't know.

它看起来微不足道，直到你认真想想——说到底，没人点击，就没人观看。

It's because it seems so insignificant until you like really think about it and you're like, at the end of the day, if they don't click, they don't watch.

你就算做出最棒的内容，如果没人点开，一切都没了。

And that's like, you can make the best content ever, but if they don't click, you're dead.

是的。

Yeah.

而且就算和他聊天，也会觉得，没错，他是这个平台上观看人数最多的创作者。

And even sitting and talking to him, it's like, yeah, this is the most watched person on the platform.

可他本人也一直说，一切全靠标题和封面图。

And even he is just sitting there being like, it's all title and thumbnail.

全靠标题和封面图。

It's all title and thumbnail.

所以，基于这一点，你首先要跟踪的是点击率。

So with that in mind, the first thing you're tracking is click through rate.

点击率能反映你的内容创意是否吸引人，也能回答一个问题：你有没有在标题和封面里足够激发观众的好奇心？

This is going to track how well your ideas are resonating and also answer the question, are you putting enough curiosity into the viewer for them to click?

所以

So

点击率就是看有多少人看到了你的封面图，其中有多少人点了进去。

click through rate is going to be based on how many people saw this thumbnail, what percentage of them clicked it.

比如，一个很棒的点击率是10%。

Like a great click through rate is 10%.

只要超过10%，我们就觉得这视频要火了。

Anytime we've been over 10%, it's like, This video's kicking off.

说明它真的引起了共鸣。

It really resonated.

这个概念真的很打动人。

This concept really resonated.

如果我们在14%到15%左右。

If we're in the like 14 to 15%.

对。

Yeah.

就像很多YouTuber说的，这是个爆款。

As many YouTubers say, it's a banger.

这是个公认的爆款。

It's a certified banger.

谁说过‘认证爆款’这个说法？

Who was it that said that certified banger?

是不是

Was that

马克·罗伯？

Mark Rober?

八成是马克·罗伯。

That's probably Mark Rober.

对。

Yeah.

如果你刚接触YouTube，这个词你也会经常听到。

Guess if you're new to YouTube, that's also a term you'll hear a lot.

对。

Yeah.

10分，没错。

10 Yeah.

上线时百分比越高，说明反响越强烈。

Percent or higher on launch means like it's really resonating.

我觉得你得关注发布当天的数据，然后是第七天和第三十天的表现。

And I think as you look at it, you want to track day of release, so the day you release it, and then seven days after and thirty days after.

通常来说，数据走势会是百分之十，然后降到百分之七，

And I would say a common kind of trajectory there is going to go 10%, 7%,

降到百分之四到五。

four to 5%.

四到

Four to

百分之五，对。

5%, yeah.

如果我们自己，至少就我们而言，每个阶段的数据都远低于这些标准，就会开始尝试调整包装。

And if we, at least speaking for ourselves, if we're way below those, at each sort of marker, we will start to experiment with different packaging.

而且我们从不停止。

And we never stop.

是的

Yeah.

即使一个视频是几年前发布的，也依然有提升的机会。

We've got Even if a video came out years ago, there's always the opportunity.

我们后来对标题和封面图的理解已经深入多了。

Most likely, we've learned a lot about titles and thumbnails since then.

空闲的时候，我经常会翻看我们过去的视频库，挑出一些觉得‘要是今天做，绝对不会这样搞标题和封面’的视频。

In my free time, I will often just look back at our catalog of videos, identify a video where I'm like, Oh, we would have never done that title and thumbnail today.

我来更新一下。

Let me update it.

对。

Yep.

这关系到推荐浏览和观众如何发现你的视频。

Again, of suggested browse and how people find your videos.

我们最近刚和MrBeast团队的Chuckie聊过，他跟我们说，光改一个封面图，就可能让整个频道的播放量大幅提升。

We sat with Chuckie on MrBeast team somewhat recently, and he was explaining to us, you know, lift in an entire catalog on YouTube of a single thumbnail change can be really dramatic.

是的。

Yes.

对吧？

Right?

因为我们改了一个一年前的视频封面。

Because we changed one of our thumbnails from a year ago.

点击率提升了3%，这意味着会有大量新观众进来，还会继续看我们其他视频。

That increases click through rate 3%, which means tons of new viewers are coming and they're gonna watch another video in our catalog.

没错。

Yeah.

然后他们可能会再看一个，接着就会看我们的新视频。

And then they might watch another one, and then they'll watch our new video.

所以，从4%提升到5%或6%这样的小变化，真的能带动整个视频库的表现。

So that little shift in going from 4% to five or 6% can actually lift your entire catalog of videos.

这一点我们非常关注，对吧？

And that is something that we very much track, right?

就是想知道整个频道的整体表现怎么样。

Is just like, how is the entire catalog doing?

我们接下来重点关注的另一个数据是前三十秒的观看留存率。

The next piece of data that we track a lot is first thirty second viewership.

这个数据YouTube会在后台直接提供给你。

So this is something that YouTube gives you in your back end.

如果我们前三十秒的留存率超过90%，那就说明观众点开封面是冲着这个内容来的，而且被成功吸引住了。

If we're above 90% in the first thirty seconds, that means that you clicked on the thumbnail, and it is the thing you wanted to watch, and we rehooked you.

对吧？

Right?

这正是我们想要的效果。

Which is the goal.

这正是我们的目标。

That is the goal.

对我们来说，大多数观众这时候可能是在听播客，但在头三十秒内，他们至少是盯着屏幕的。

And most likely, for us, this is a podcast, some people are just going to be listening at this point, but in those first thirty seconds, most likely we have their eyes.

所以我们尽量让内容视觉冲击力强，同时从剧本和视觉两个角度都提出新的问题。

So we try and make it incredibly visual, and make sure there are new questions that need to be answered from a script perspective, but also from a visual perspective.

对。

Yeah.

我们当然也能做出首三十秒观看率在78%或75%的成功视频，但我们要告诉你们的这些数据，应该帮助你们优化脚本设计。

So it can get It's not that we can't have successful videos that are at 78% or 75% in the first thirty seconds, but this data that we're telling you that we track should also inform you what matters in your scripting process.

点击率和首三十秒观看率。

Click through rate, first thirty seconds viewership.

接下来是平均观看时长。

And then the next thing is going to be the average view duration.

也就是平均观看完成率和平均观看时长。

So average view percentage and average view duration.

观众到底看了多少内容？

So how much of the video are people watching?

如果他们只看了开头三十秒就走了，那就不算成功。

If they're only watching those first thirty seconds and then they leave, that's not interesting.

这意味着你做的视频，前三十秒很精彩，但后面的内容跟观众预期的不一样。

That means you made a video, first thirty seconds were great, but then it wasn't what people expected.

对。

Yeah.

观众满意度是你优化的一个核心指标。

And audience satisfaction is a major thing that you're optimizing for.

所以你要关注这一点，比如如果视频特别长，有好几个小时，像那种很多

So you want to be looking at this and going, if it's a very long video, let's say it's in multiple hours, like a lot

我们的

of our

节目，最终会达到大概百分之五十、百分之四十这样的水平。

shows, eventually it'll be in the like, you know, 50%, 40% range.

但如果你做的是二十分钟的视频，我觉得应该让观众观看超过一半的内容。

But if you're making a twenty minute video, I think you want people watching more than 50% of that video.

对，这就是你的目标。

Yeah, that's your goal.

所以我认为，这三项是你最先该跟踪的数据。

So those three, I think are your first pieces of data to track.

你可以做个简单的Excel表格，记录每条视频发布时的点击率是多少。

You can make a little Excel sheet and go, This video, when I launched it, what was the click through rate?

前三十秒的观看率是多少？

What was the first thirty seconds?

平均观看时长又是多少？

And what was the average view duration?

对。

Yeah.

观众平均看了多久？

How long were people watching?

现在从更宏观的角度来看整个频道，比较不同视频之间的表现。

Now that's video to video, taking a more macro zoom out perspective of the channel.

我们关注的一些指标包括每条视频的平均播放量。

Some of the things that we look at are average views per video.

这个数据是否保持相对稳定？

Is it staying somewhat consistent?

随着时间推移，它是不是还在持续上升？

And is it continuing to rise the more that time goes on?

我觉得这对业务增长来说其实特别关键，对吧？

I think this is actually really important in terms of growing a business, right?

这话题本身就能聊很久，但关键是你要成为一个让人信赖的频道，拥有稳定且不断回流的观众群体，这一点很重要。

Which is sort of a whole other conversation, but making sure that you are like a trustworthy space with a consistent amount of audience that continues to come back over time is important.

你怎么知道自己在成长呢？

How do you know if you're growing?

我们会看新观众和回头客的比例。

We look at new versus returning viewers.

对的。

Yeah.

如果我们的某个视频突然火了，通常就会去看新观众和回头客的数据，这时候往往会发现，这个视频吸引了大量新观众。

So if one of our videos really pops, most likely we will look at new verse returning, and we're gonna see that there are a lot of new viewers in that video.

在这种情况下，确保我们给出明确的订阅提醒特别重要，因为这真的能带来巨大差别。

In that instance, it's super important to make sure that we have a call to action to subscribe because it does make a huge difference.

我们有一条视频爆了，但没提醒大家订阅，结果就没几个人真去订阅。

We have a video that pops and we don't tell people to subscribe, they don't really subscribe.

是的。

Yeah.

但只要我们提醒了，效果就特别明显。

But if we do, it is drastic.

还有一些视频，虽然没那么火，但播放量更接近我们的平均水平。

And then there are some videos that we make that don't get as much viral viewership, but they hit more of our average.

你会发现，这些视频的观众大多是回头客。

And you'll find that's a lot of our returning viewers.

我觉得不同目的的视频混着来也没关系。

And I think it's okay to have a mix of videos that have different purposes.

对。

Yeah.

对吧？

Right?

有时候做那种大动作、能爆火、触达全新受众的视频，也是没问题的。

It's okay sometimes to have, you know, that big swing, that potentially viral pop that could reach really big scale and reach new audiences.

同时也做针对核心粉丝的内容，让大家知道这里会有更多回头客。

And then it's okay to have ones that are for more of your core community, and to set the expectation that there's going to be more returning viewers here.

随着内容库越来越大，我还会重点关注两个指标：每个视频的搜索流量和推荐流量，以及不同设备上的平均观看时长。

As you continue and you have like a bigger catalog of content, the two other things that I look at quite a bit are browse versus suggested traffic to each video, and then device average view duration.

那根据大家观看的设备不同，他们的观看时长大概是多少呢？

So like based on the devices that people are watching on, how long are they watching for?

就拿我们来说，电视端占了观看时长的46%，平均观看时长是33分钟。

So for us, like for example, our TV makes up 46% of our watch hours, and the average view duration is thirty three minutes.

所以开始深入了解观众是怎么消费你们的内容的。

So starting to deeply understand how your audience is consuming.

对。

Yeah.

他们打开电视后，一放就是三十多分钟不关。

They're turning it on on the TV and leaving it on for thirty plus minutes.

这样就能帮你判断未来内容该往哪个方向走，对吧？

So that helps you inform like where your content moves in the future, right?

你的视频一般多长？

What's your video length?

你主要讲哪方面的内容？

What type of subject matter are you covering?

这些都会影响你未来的方向。

All of that is going to inform where you're going in the future.

如果你看到这里了，说明你已经深入其中了。

Look, if you've made it to this point in the episode, you are in the deep end.

你已经走了很远了。

You have made it very far.

希望你对如何启动或优化你的YouTube频道有了不少收获。

Hopefully you have learned a lot about either starting a YouTube channel or your current YouTube channel.

我猜有不少观众已经深耕YouTube了，但希望刚才的内容还是对你有帮助。

I imagine there's a lot of people watching and listening who are already deep into YouTube, but I hope that helped.

最后这部分讲的是数据分析，其实能聊的东西太多了，很多频道都会深入讲。

The part at the end here, data analytics, there's so much that we could go into here, and a lot of channels do that.

我觉得我们已经把对我们来说最重要的东西，大致说清楚了。

I think we gave a pretty decent, like high level of what matters to us.

尤其是你从零开始的时候。

Especially when you're starting from scratch.

对。

Yes.

我想念一段我觉得挺有意思又贴切的话，因为这时候你可能已经在想变现、合作，或者怎么融入YouTube创作者圈子了，对吧？

I do want to read this quote that I thought was interesting and relevant here, because I'm sure at this point you might be thinking about monetization or collaboration, or how do I get into the YouTuber community, right?

整个大环境，创作者经济，这些方面。

The broader economy, the creator economy, all this.

纳瓦尔有句话说得特别好：人脉其实被高估了。

Naval has this great quote where he says, Networking is overrated.

去做点了不起的事，你的人脉自然就会出现。

Go do something great, and your network will instantly emerge.

我很喜欢这句话，因为刚开始的时候，你真的得埋头做出好视频。

I really like that quote because I think in the beginning when you're starting from scratch, you just have to put your head down and make great videos.

对。

Yeah.

你得做到一件事，就是在某个圈子里做出与众不同的、让人意想不到的内容，这样别人才会主动被你吸引。

You got to get to the point where you're doing something within a community that is different, that was unexpected so that you are what people are gravitating towards.

没错。

Yeah.

那些你想触达的人，反而会主动来找你。

And the people you want to reach are reaching out to you.

正是如此。

Exactly.

要让别人能主动联系到你。

Allow people to reach out to you.

我们就是这么过来的。

That's how it happened with us.

有创作者主动联系了我们。

We had creators reach out to us.

也有品牌主动找上门来。

We had brands reach out to us.

我们埋头做了六年视频。

We kept our head down and focused on making videos for six years.

这个人脉的价值后来不断积累放大。

And that network value compounded greatly.

随着时间推移，这个人脉带来的影响

The impact of that network over time

是巨大的，也是我们能站稳脚跟、感到安心、觉得有所成就的重要原因。

has been immense and a huge part of us being established and feeling safe in this career, feeling like we've had some success.

所以，从零开始的时候，耐心特别重要。

So patience is incredibly important when you're starting from scratch.

好了，别忘了Pinterest收藏夹。

All right, do you But don't forget Pinterest boards.

记住，别忽视Pinterest收藏夹，大家。

Think- Don't overlook Pinterest boards, everybody.

如果你已经完成了以上所有步骤，正在成为专业创作者，并且想了解更多如何变现你的频道、把YouTube频道变成一门生意，我们有一个为期三十天的‘创作者启动营’，详情链接在简介里。

Now, if you've gone through all these steps, if you're in the process of being a professional creator and you want a little bit more on how to monetize your channel, how to turn your YouTube channel in a business, we do have a thirty day cohort called Creator Startup, and that's linked in the description if you wanna find out more about that.

另外，我们正在赠送一台MacBook Air。

And again, we are giving away this MacBook Air.

这是一台13英寸的MacBook Air，搭载了Apple M3芯片。

This is a 13 inch MacBook Air with an Apple m three chip.

你只需要订阅我们的通讯《The Publish Press》就行。

All you have to do is subscribe to our newsletter, The Publish Press.

如果这台已经送出去了，我们大概还会再送一台。

And if we've already given this away, we'll probably give away another one.

所以记得一定要订阅。

So make sure you subscribe.

这部 MacBook Air，可能是你启动 YouTube 频道唯一需要的工具。

The MacBook Air, potentially the only tool you need to start a YouTube channel.

这就是我们那套七步法。

That was our seven step framework.

如果你还有别的方法来启动 YouTube 频道，或者有什么问题想让我们回答，欢迎在 YouTube 的评论区留言。

If you guys have other notes on how you would approach starting a YouTube channel, or if you have questions that you want us to answer, put them in the comments here on YouTube.

记得订阅频道，我们下周见。

Make sure to subscribe to the channel, we will see you next week.