大师课：37分钟掌握YouTube运营指南

是的。

Yeah.

这真的很有帮助。

That's been really helpful.

把缩略图当作故事的一部分来看，留意自己欣赏哪些地方。

Thinking about the thumbnail as part of the story, like noticing what I like.

我有个很大的素材库。

I have a big deck.

里面收集了很多我钦佩的标题和缩略图，然后我反复翻看，试着说清楚自己为什么喜欢它们。

It was a lot of titles and thumbnails that I admire, and then I just looked through and I tried to articulate why I admired them so much.

很多灵感来自汤姆·斯科特，他标题和缩略图之间的配合特别妙，而且他经常在画面里亲自出镜。

And a lot of it had to do with, like, Tom Scott's relationship between his titles and his thumbnails, and the way that he's, like, in action in many of them.

画面里还常有个箭头指向某个具体的东西，我特别喜欢这种设计。

And there's an arrow that's pointing to something specific, and I love that.

有时候挺难把握的，因为我想加入自己的脸，毕竟这能传递一种信号——这是观众之前看过的内容；但同时又想呈现一些和我本人在实地活动无关的元素。

Sometimes it's tricky because I'm trying to maybe include my own face, probably, because it's sort of a signal that this is a show that people have clicked on before, but also include something that is not necessarily like me action in the field.

有时候我在现场，有时候不在。

Sometimes I'm in the field, but sometimes I'm not.

另外，我觉得做YouTube内容本身就需要一定的创作自信，更别说推出一个不试图面面俱到的标题和封面了——你要敢于留出悬念，让人忍不住点进来，而且还得真能奏效。

And then also, I think there's a certain amount of creative confidence that it takes to make something I mean, first, something on YouTube in general, but also to put out a title and a thumbnail that doesn't try to be everything, and sort of assumes that you're gonna create that curiosity gap, and then people will click it, and that it will work.

我刚做那会儿，总想把视频的全部内容都塞进标题和封面里，现在放松多了，反而效果更好。

I think very early on, I was trying to like put the whole video in the title and thumbnail, And now I'm a little bit more relaxed about it, and that's actually helped.

所以这其实是个练习，挑出这三样东西，让它们真正协同起作用。

And so it's an exercise in choosing those three things and, like, making that actually work.

你的封面有个特别有意思的地方，我们昨天聊到过这个。

Something really interesting about your thumbnails, and we were speaking with you yesterday about this

是的。

Yeah.

你特别看重真实感。

Is that realism is really important to you.

对。

Yeah.

但这并不一定是YouTube的普遍做法。

And that is not necessarily the YouTube meta.

也就是说，YouTube上并不是所有人都这么做。

Like, that's not really what's fully happening across YouTube.

没错。

Right.

真实感。

Realism.

对。

Mhmm.

你有多在意这一点？有多重视创作者这个品牌本身？

How much do you think about that, care about that, where the the brand of being a creator goes?

是的。

Yeah.

我觉得这特别重要。

That's I think it's super important.

有一段时间，我觉得这些身份是别人强加给我的。

I think for a while, it's something that I thought was just as, like, assigned to me.

比如，我想当创作者，就得像MrBeast和ZHC那样。

Like, the idea of, oh, I'm if I wanna be a creator, I have to be like mister Beast and ZHC.

得用个标志当频道名，头像也得是那种设计图。

Like, I have to have a logo as my channel name and my channel, like, profile picture.

我确实这么做过。

And I actually did that.

我还把头像换成了一个眼睛。

I, like, changed my profile picture to an, like, an eyeball.

这到底代表什么？

What does that even mean?

这个眼睛跟我有什么关系？

What does what does that eyeball have to do with me?

我这么做，是因为我误以为只要模仿顶尖创作者就能成功，没意识到自己只是个普通人。

And I did it because I was like, I was thinking it's one of those correlation is not causation type of situations where I was, like, looking at the top and and seeing what they do, not realizing that I'm a just a human being.

我根本没打算打造什么帝国。

I'm, like, not planning to build an empire.

我不想去搞什么帝国之类的。

I don't wanna build an empire or anything.

我就想跟人建立连接，做我自己喜欢的视频。

I I just wanna connect with people and make videos I love.

所以，有意识地做选择很重要。

And so it is important to be intentional.

比如，我会想字体是怎么传达信息的。

Like, I think about even how fonts communicate to people.

我把字体从那种比较正式的，改成了最普通、每台电脑上都有的那种。

Like, I I changed my font from being somewhat more corporate to something that's, like, so normal that's just on everyone's computer.

这样才更像我自己。

And it just feels more like me.

我觉得，创作者如果能找到这些小细节，比如哪首歌才真正代表我？

And I think that, like, if creators can find those little things, like, what song just feels like me?

什么样的字体才像我？

What font feels like me?

什么样的视频才像我？

What video feels like me?

其实这也跟真实感有关，比如封面图。

And it comes down to realism too, like, the thumbnails.

我发现那种真实的封面图才最像我。

And I found that realistic thumbnails just feel like me.

我觉得，如果我的脸不是那样，我就更难有代入感。

It feels like, yeah, if my face is not like, then I feel more connected to

才会跟封面图产生连接。

the to the thumbnail.

如果我只是做出一个很自然的表情，因为真实，我会觉得，嗯，这才对味。

If I'm just making a very subtle face that's like because it's realistic, and I'm like, oh, that's that's legit.

而且你做的那些内容，本质上都是基于真实生活的。

Also, the concepts that you do are rooted in realism.

它们看起来一点都不夸张。

Like, they don't feel sensational.

对。

Mhmm.

标题可能有点吸引眼球。

The titles might be somewhat sensational.

比如，我花了整整二十四小时待在世界上最安静的房间，或者最吵的房间。

Like, I spent, you know, twenty four hours in in the world's quietest room or loudest room.

这里面用的是极端的表达。

Like, there's a superlative there.

是的。

Yeah.

对吧？

Right?

这种风格正好符合YouTube上的流行趋势。

That that fits into what performs on YouTube.

但当你观看时，很多内容其实都建立在你和那个管理房间的人之间的关系上。

Then when you watch it, a lot of it is rooted in the relationship you have with the guy who runs the the room.

对吧？

Right?

没错。

Right.

比如你遇到的那些人。

Like, the people you meet.

你把这些人塑造得特别有血有肉。

You've done such a good job of creating characters out of those people.

我最喜欢的一个就是那个水下酒店。

One of my absolute favorites is the underwater hotel.

是的。

Yes.

特别有意思。

It's so fun.

你遇到的那个人。

The guy you meet.

是的。

Yeah.

他叫什么名字？

What's his name?

丹尼尔。

Daniel.

可爱的丹尼尔。

Sweet Daniel.

对。

Yeah.

可爱的丹尼尔。

Sweet Daniel.

你好。

Hello.

你好。

Hello.

吃饭的时候。

At dinner.

不会吧。

No way.

现在。

Now

还有件事，你在感官剥夺视频里展示的。

another thing is in your sensory deprivation video.

对。

Mhmm.

你还展现了那种非常脆弱、真实的情感时刻。

You also showed this moment of really vulnerable raw emotion.

是的。

Yeah.

你能说说当时为什么决定保留这段内容吗？

Can you talk a little bit about the decision of keeping that in or or not keeping that in?

是的。

Yeah.

那真是不可思议。

That was wild.

我进到感觉剥夺舱后，一开始还有灯光和声音。

So I I got in the sensory deprivation tank, and, like, at first, there was lights and and Right.

漂浮着，听着声音。

Floating and sound.

到了第二小时，我把灯关了，就只剩下漂浮和声音。

And then, hour two, I turned off the lights, so it was just floating and sound.

第三小时，我干脆戴上了耳塞，那时候就真的只剩漂浮了。

Hour three, I actually put earplugs in, so it was just floating.

那些耳塞简直太夸张了。

Like, those earplugs were crazy.

这耳塞真不错。

Those are some nice earplugs.

在那里面，我突然想起了关于奶奶的一些久远记忆。

And I had a moment in there where I actually felt like I had these, like, recessed memories about my grandmother.

那种特别特别安静的感觉，我好久没体会过了。

And just, like, the last time I felt super, super still.

那是2008年夏天，我特别小的时候，正躺在她身边小睡。

And I was just taking a nap with her one summer when in, like, 2008 when I was just super young.

真奇怪，我居然当场哭了出来。

And it was wild because I literally started crying.

准确说，我是直接哭得停不下来。

I guess I started bawling.

说来好笑，Zach 负责剪辑这些视频。

And it's so funny because Zach helps to edit the videos.

平时我都会一边看画面一边跟他聊着剪辑的事。

And normally, I'll, like, help talk I'll, like, kinda talk to him through the video.

我当时就想，老兄，这太搞笑了。

I'm like, dude, that was funny.

真的挺有意思的。

Like, that was cool.

我们 definitely 得把这段视频留下来。

We should definitely, like, put down the video.

但那时候我特别不自在，因为我知道扎克以后会看。

And with that, I felt so uncomfortable because I knew Zach was gonna watch it.

我整整五分钟一句话都没说。

And I was like, I just didn't say anything for, five minutes.

总之吧，我就这样了。

So I like, anyways.

后来我们还真聊了这件事。

And so we actually talked about it afterwards.

是的。

Yeah.

他说，兄弟，这段得放进视频里。

And he was like, dude, we should put this in the video.

这些才是我们真正期待的时刻，哪怕镜头外也一样。

Those are the moments we crave, even, like, off camera.

从人性的角度，我们渴望的就是这种真实的感受。

In a human level, we crave those, like, real Yeah.

真实的情感，真实的对话。

Emotions, real conversations.

那一刻对我而言是个重大转折，让我意识到：我也是个普通人。

And so that was a huge, like, turning point to me to realize, like, I'm a human being.

真的。

Like Yeah.

我虽然有个YouTube频道，但真正重要的就是这些瞬间。

I may I have a YouTube channel, but those are the moments that matter.

那之后收到了很多很棒的评论，大家感同身受，分享了自己上次感到平静的时刻，或者祖辈如何影响了他们的人生。

And so many great comments came from that, just, like, empathizing with me and people sharing their experiences the last time they felt still or, like, how their grandparents impacted their lives.

所以

So

这个转折挺妙的。

Cool twist.

说到留存率的时候

When it comes

当然，前三十秒、前一分钟你有很多可以做的。

to retention, obviously, there's things you can do in the first thirty seconds, the first minute.

你有没有一些具体的做法，能让人坚持看到十分钟、十五分钟、二十分钟？

Are there checklist items you have to get people to 10, to fifteen, to twenty?

有的。

Yeah.

如果你拍的是十几分钟的单一线索视频，想靠一个故事从头到尾抓住观众的注意力，最后再收尾，这真的很难。

I mean, it's very hard with a single storyline if you're doing, like, a double digit minute video to just have that one thing drip their entire attention throughout the whole video and pay off at the end.

所以，如果你做的是长视频，通常得加点支线剧情，还得在中间某个地方设计一个钩子，重新把观众拉回来，不然他们很容易就看不下去了。

So, typically, if you're doing a longer video, you should introduce, like, a side story and, like, re you should have some plan halfway through, like, to reengage them so they don't just get bored.

你懂我的意思吧？

You know what mean?

比如说，我递你一台摄像机，然后我从镜头外说：好了。

Like, if I just said like, if I hand you a camera and out of camera, I'll say, okay.

他要是拍到我，就奖励他一百块，然后我就跑，完事。

If he tags me, he gets a $100, and then I just run, and that's it.

就我一个人在树林里跑，他在后头追。

It's just me running through the woods and him just running through the woods after me.

这种内容根本撑不起十五分钟的视频。

You can't make a fifteen minute video out of it.

你明白我在说什么吧？

You know what I mean?

但如果我这么干，三分钟后，我拉个杠杆，突然一头熊冲出来追他，他得赶紧逃命。

But if I do that and then, like, three minutes in, I pull a lever and a bear comes out and start chasing him, and he has to get away from the bear.

我也不确定。

I don't know.

当然，我们不会真这么干，但可以把熊干掉。

Obviously, we wouldn't do this, but kill the bear.

然后他反过来追我。

And then he starts chasing me.

六分钟的时候，我跳过一个湖。

And then six minutes in, I jump across a lake.

他刚要跳过来，我就按个按钮，直接把他射到月球上去，随便吧。

And as he goes to jump through, I press a button that shoots him to the moon, whatever.

你懂我的意思吧？

You know what I mean?

比如现在所有的

Like, now all of

突然间就变得有意思了，你也会看得入神。

a sudden, it's interesting, and you're watching.

对吧？

Right?

就这样了。

And that's it.

对吧？

Right?

一个故事单独讲，太无聊了。

One is just a single story, and it's boring.

另一个则有支线情节，能重新吸引观众。

The other has side stories that, like, reengage people.

一个成功的Try Guys视频，关键是什么？

What is the recipe to a, like, successful Try Guys video?

你一看就知道，现在什么样的内容会火、会受欢迎。

If you look at it and you're like, I know right now what's gonna work or what what performs.

我们拍的经典Try视频没以前多了。

We don't make as many classic Try videos.

你知道的，食物类内容成了我们最成功的方向。

We you know, food has been our best successor.

但它们都有一个共同点，就是我们会去做一件和大家普遍热爱或认同的事相关的事情。

But there's a through line in all of them, which is we are going to do something that is related to a commonly held passion or identity.

不管是芭蕾舞，哦，我从小

So whether that's ballet oh, I grew up

练过芭蕾，或者我妹妹练过，或者

doing ballet, or my little sister did, or

我一直好奇那是什么感觉，又或者做派 pie。

I've always wondered what that's like, or making a pie.

然后我们会请一位专家来当权威指导。

And then we have an expert who is going to be the source of authority.

对。

Yeah.

而我们就负责当试验品。

And now we get to be the crash test dummies.

另外，我们在剪辑上也很讲究，比如用对比剪辑的手法。

Then there's a lot with how we craft that as well, which is, you know, contrast editing.

专家说，不管怎样，千万别这么做。

So expert says, now no matter what, don't do this.

镜头切到基思正在做这件事。

Cut to Keith doing this.

对吧？

Right?

而且我们也特别喜欢设计一个完整的故事弧线。

That's and also we like to have an arc.

我们最棒的视频大多都遵循三幕结构。

Most of our best videos will follow a three act structure.

第一幕结尾会有个转折点。

We have a first act break.

第二幕结尾我们会安排一个‘灵魂至暗时刻’，让主角跌到谷底，然后他们才能靠着之前学到的东西，绝地反击，最终成功。

At the second act break, we do have the Dark Knight of the Soul where the character is at their lowest so that we can then see them triumphantly rise and use something they learned earlier and succeed.

我觉得我们最成功的视频还得有真正的风险，不管是表演上的压力，还是

And I think a lot of our best videos also have to have some stakes, whether that's a performance or

明白了。

Got it.

把我们的内容呈现给评委。

Feeding what we've done to To a judge.

这也是一种揭秘的手段。

That's also a sense of reveal.

但我们通过观众留存率学到了很多关于视频结构的方法。

But we've learned a ton on how to structure our videos based on audience retention.

我们发现，一旦观众看到最终的揭秘，视频也就该结束了。

And that's learning that once they see the big reveal at the end, the video is over.

所以，如果你希望观众在经历一场深刻的情感转变后有所反思，你就得在最终表演、最终揭秘的过程中，甚至之前，就埋下反思的线索。

So now, if you have any reflection where we've gone through this incredibly transformative emotional experience, you need to start hearing the reflection underneath and during the final performance, the final reveal, whatever.

因为一旦揭秘完成，事情就尘埃落定了。

Because once we're done revealing, you got it.

转场

Turn

结束了。

out.

三十秒。

Thirty seconds.

视频就完了。

Video's over.

我向品牌提案时，总会谈到消费心理。

When I pitch to a brand, I always talk about, like, the psychology of consumption.

现在说这些，听起来有点尴尬。

This is now this is some cringe stuff.

哦，营销啊。

Oh, marketing.

你们知道影响力的基本原则吗？

I don't know if you guys know, like, the the principles of influence.

说来听听。

Let's hear them.

我们如何消费事物，又如何被它们影响。

How we consume things and are influenced by things.

我们引发的每一种感受和情绪，都可以归入这六类之一。

Every bit of feeling and emotion we evoke can be categorized into one of these six things.

稀缺性。

Scarcity.

当你形容一个人神秘、有气场时，心理学上说的就是这个。

When you say someone is mysterious and has aura, that's what psychologically you're trying to describe.

比如你每八个月才发一次内容，每次都是大事。

Like, you upload once every eight months and it's like a big deal.

这就是迈克尔·里夫斯的做法。

That's a Michael Reeves.

对，就是这样。

That's like Mhmm.

就是那种内容质量高、发布频率低的人。

You know, someone who's uploading high quality, low quantity content.

对

Mhmm.

就是这种人。

That's people like that.

对吧？

Right?

一致性。

Consistency.

从某种角度说，恰恰相反。

The opposite of that in a in a sense.

就是每天都在更新。

It's like uploading every day.

就像你放学或者下班回家，心里想着：我要看这个创作者的内容。

Like, it's almost like when you come home from school or work, it's like, I'm gonna watch this creator.

我几乎得把它当成日常习惯的一部分。

I've to like almost make it a part of my routine.

是的。

Mhmm.

你也可以把这两者结合起来。

And you could also combine those two.

对吧？

Right?

比如，你可以每年才更新一次，但一定要保持稳定。

Like, you can upload every year, but you do so consistently.

这样就能把这两种影响力原则结合起来。

So you can combine those two principles of influence.

互惠原则在Kid Crocs里特别重要，因为那是个新账号，我是Kid with Crocs。

Reciprocity, that was a big part of Kid Crocs where it's like, this is a new account and I am Kid with Crocs.

我总是会回复粉丝。

I would always respond to fans.

最初关注我的那一千个人，我都会回关，和他们彻底聊上一聊。

And, like, the first thousand people that followed me, I followed them back and, like, just had full conversations with them.

所以现在这些人真的在为我加油。

And so now these people are, like, rooting for me.

某种程度上，我不是那种刻意表达感谢的人。

And in a way, like, I am not, like, like, manipulatively thankful.

我就是真心觉得感激。

Like, I'm just thankful.

你们是因为喜欢这个角色才来的。

Like, you're here for the star.

我会跟他们聊天，那些我回关过的一千个人，从一开始到最后，一直都在。

And, like, I would talk to them and, like, those thousand people who I, like, gave reciprocity to were in it from this first second to the last second.

现在他们成了我内容的粉丝，这种双向的认同感真的很美好。

And, like, now they're, like, fans of what I do and, like, that's such a, like, lovely feeling both ways.

对吧？

Right?

从众心理或者社会认同，这一点特别重要。

Consensus or social liking, this is super important.

你更容易点开那些已经有百万点赞的视频，因为大家会觉得，哦，这么多人喜欢，肯定不错。

It's like you are more likely to watch a video that already has a million likes because it is that social proof like, oh, it already people already like it.

对吧？

Right?

这就是为什么从零粉丝、零点赞起步，要冲到一千点赞特别难。

It's the same reason why it's really hard to go from an account with, you know, zero followers, zero likes to a thousand likes.

但从一百万点赞涨到一百五十万，反而没那么难。

But it's pretty easy to go from like a million likes to a million and a half likes.

对吧？

Right?

因为确实如此。

Because Yeah.

这其实挺明显的。

I mean, that's kind of an obvious one.

相似性。

Similarity.

这跟我们之前聊过的是一回事。

It's what we talked about before.

你想要的是那种感觉相似，但最终又不一样、有创意的东西。

It's like you want something that feels similar but is ultimately different and creative.

创意就体现在这儿了。

That's where like creativity comes in.

对吧？

Right?

你得懂人们是怎么看内容的，然后在此基础上做出创新。

You need to be able to understand how people consume content and then like innovate on that.

没错。

Mhmm.

对吧？

Right?

比如说，一些最佳做法，像开头就要出现你的脸，还有在屏幕上加文字。

So it's like, you know, there's best practices like having your face in the the first frame and like having text on the screen.

但如果你完全照着规则来，没人会在意。

But also like if you follow every single thing in the rule book, people won't care.

这事儿早就有人做过了。

It's already been done.

对吧？

Right?

这时候我那些古怪的创意就冒出来了，比如我设计一个角色，给它做动画，还为视频配音乐。

And that's where like some of my weird creative urges come out where it's like I have a character and I animate and I make music for the videos.

对吧？

Right?

还有权威性，比如说像医生迈克这样的医生。

And then authority, it's like if you it's like if you're a doctor, like Doctor Mike.

对吧？

Right?

人们自然会重视这种内容。

Like people should care about that.

或者你本来就是个大创作者，本来就已经有那种影响力了。

Or if you're already a big creator, you already have that like Yep.

情感共鸣。

Pathos.

对吧？

Right?

这算是

Is that like

一个很专业的词吗，Chat？

a smart word, chat?

这词很专业吗？

Is that smart?

我看到后边有人在点头。

I'm seeing some nods in the back.

咱们继续。

Let's go.

对吧？

Right?

抱歉啰嗦了。

Sorry to yap.

所以，这就是我理解文化和消费运作的方式。

So those that is how I think about how culture and consumption works.

这些观念早就深深扎根在我脑子里了。

And this has all been deep rooted in my brain.

我是在高中二年级上AP心理学课时学到这些的，那时候我刚开始做内容。

And I learned this in AP Psych back in, like, sophomore year of high school as I started, like, making content.

这套准则一直都没让我失望过。

And this set of guidelines has not failed me.

你以前跟我讲过藏蔬菜的事。

You one time told me about hiding the vegetables.

对。

Mhmm.

我想知道你能不能解释一下这个概念。

I'm curious if you can explain that concept.

当然可以。

100%.

藏蔬菜是我们讲故事的核心原则之一：你直接给一个人一盘西兰花，他根本不想吃。

Hiding the vegetables is one of the core principles we have for how we tell stories, which is you you give someone a plate of broccoli, they're not gonna wanna eat it.

故事里那些真诚、有深意、重要的核心内容，其实都藏在背后。

The wholesome and the intentional and and kind of important premise in the story is a little bit hidden.

比如在2016、2017年的时候，我们做的视频都特别正能量，封面也是励志风格的。

You know, when we used to twenty sixteen, twenty seventeen, we'd do these videos that were very positive and the thumbnail Inspirational.

对。

Yeah.

像是帮妈妈做母亲节礼物这类内容，结果根本没人点开，你知道吧？

Like, you know, helping a mom for, you know, Mother's Day and like, nobody clicked on it, you know?

但现在我们换了个思路，可能会设计一个更外向、更炫酷、更吸引人的体验，而帮妈妈这件事，就自然融入在这个体验里。

But now instead of thinking about it that way, you know, we might come up with an experience that is more outward facing and feels more flashy and interesting and helping the mom would be a part of that experience.

但关键不在标题和封面图上。

But it's not the title and thumbnail.

真正对我们重要的，是故事里那份用心和关怀。

It's the intentional and caring part of the storytelling that is super important to us.

如果我们觉得视频里‘没菜’，就会感觉少了那种深层的连接感——观众看我们的视频，早就习惯了这种感觉。

If we feel like the video doesn't have any vegetables, it feels like it lacks that deeper level of connection that I think our audience has gone used to having when they watch our videos.

所以我觉得创作者真的得好好想想，你传递出去的想法，得让人愿意点开看才行。

And so I think it's a really smart thing to think about as a creator, you know, because I think there is a level of needing to be mindful of your ideas that you distribute to the world for people to be interested in watching them.

如果你只讲‘菜’，也能积累观众，但规模肯定小得多。

And if you're only distributing vegetables, I think you can you can build an audience, but they're gonna by default be a lot smaller.

我们想通了这一点之后，增长就完全不一样了。

Once we figured that out, like our growth and everything changed.

光有正能量，卖不动。

Positivity by itself will not sell.

光有善良，也卖不动。

Goodness on its own will not sell.

你怎么把我们核心的东西，变成那些根本不关心的人也愿意看的形式呢？

How do you actually take these things that are the core of what we do and make it more consumable to an audience of someone that might not care?

是的。

Yeah.

对。

Mhmm.

你觉得有什么规则是可以打破的吗？

Is there a rule that you think it's okay to break?

我觉得有些

I feel some

像我们刚才说的，以失败收尾这种做法，一开始我根本没胆量去尝试。

like of the stuff we're talking about of ending with failure, that in the beginning I would not have had the confidence to attempt that.

但从开始到现在，我们一路上都在冒险，同时也在记录：嗯，这个冒险试过了，等于在收集数据。

But I think from beginning till now you take risks along the way and and then you're taking notes as, okay, that was like a risk taking collecting data.

下次千万别再这么干了。

Oh, never take that risk again.

明白了。

Got it.

好的。

Okay.

又冒了一次险。

Took another risk.

是的。

Yeah.

哦，是那一次。

Oh, that one.

那次的反响更大一些。

There was more of a response there.

我记得我做的第一首歌是给Jetpack视频配的。

I remember the first song I ever did was for the Jetpack video.

风险可不小。

Huge risk.

我心里想，我怎么能为YouTube视频做音乐呢？

In my head, I'm like, I can't make music for a YouTube video.

这完全不合规矩。

That breaks the rules.

在我心里，这简直是彻底破了规矩。

Like, it it completely broke the rules in my head.

结果评论区都说，这歌挺怪但有意思，我们喜欢。

And then the comments were very affirming of like that was weird and fun and we liked the song.

我觉得这都是慢慢积累信心，敢去冒更多风险的结果，是的。

But I think it's only come from like slowly building the confidence to take more risks and Yeah.

我现在觉得，丢脸也没什么大不了。

Feel like I'm comfortable looking dumb.

如果你不敢在公众面前失败，那真的不行。

If you're not comfortable failing publicly Yeah.

在这么特别的工作里，这一点太重要了。

It is it is so important in this weird job

他们确实有。

they have.

对。

Yeah.

是的。

Mhmm.

对。

Yeah.

有一个片段，是《南方公园》的创作者们在给学生讲课时说的，他们提到，一个糟糕的故事会是这样的：

There's this clip where the creators of South Park are speaking to a class, and they said that a really bad story will go like this.

一件事发生了，然后另一件事发生了，再然后又一件事发生了，接着又一件事发生了。

It'll go, this happened, then this happened, then this happened, then this happened.

你会觉得，这种讲故事的方式简直无聊透顶。

And you think, like, that's a that's an extremely boring way to intake information.

对。

Yeah.

你想要的是一个这样的故事：发生了这件事，但接着那件事也发生了。

And what you want is a story that goes, this happened, but then that happened.

因此，这才导致了接下来的结果。

Therefore, this happened.

所以，你希望故事中的每个环节之间都有因果联系。

So you want some causation between the beats in your story.

我觉得这种结构完全可以用在科技视频里。

And I think that's something that could exist completely in a tech video Mhmm.

比如你说：这款新手机刚刚发布了。

Where you're saying, here's this new phone that was just launched.

以往的历史表明，这一系列产品一直非常出色。

History has shown us that it's been really incredible.

它们一直都很棒，但这一款不一样。

It's been an incredible line of products, but this one is different.

对。

Mhmm.

所以，你得换种思路。

Therefore, you should think differently.

对吧？

Right?

如果你能一直保持这种节奏，就能抓住观众，让他们

And if you can keep that going throughout, you'll hook people and keep them

看得更久。

longer.

但不幸的是，只要你发明或创造出什么，迟早会被别人模仿。

Unfortunately, when you invent something or you create something, it will inevitably be copied.

虽然知道有人欣赏、认可我们的作品，确实让人感到荣幸，但这也可能让人心里打鼓，甚至失去动力。

As much as, you know, we can be honored that people like admire something that we did, it can mess with your head and it can and it can uninspire you.

不过，它也逼着你去尝试新的东西。

It also though pushes you to do something new.

我记得第一次看你做的内容时，心想：哇，这真不一样。

Like, I remember first watching your stuff and being like, woah, this is this is different.

这太疯狂了。

This insane.

你放大一看，原来那就是你的风格。

Like you zoom in It's where it your was.

你当时脑袋都快炸了，真的。

Your head was like exploding at Yeah, was

太多了。

a lot.

你有没有意识到自己在做一件独特的事？

Were you aware that you were doing something unique?

YouTube 上有多少视频都在教人怎么像艾玛·钱伯林那样剪辑？后来有多少人直接模仿了那种风格？

Because the amount of videos on YouTube that are like, Learn how to edit like Emma Chamberlain, or like how many people then did that exact style?

你有没有意识到自己是在创造一种风格？

Were you aware that you were creating a style?

对你来说，那个时期是什么样的？

Like, what was what was that era for you?

其实，我好像从来没讲过这个故事。

Actually, I don't think I've ever told this story.

也许讲过吧。

Maybe I have.

高中时，我和朋友们经常编一些舞蹈动作。

In high school, my friends and I used to do these, like, dance routines.

就是自己编舞蹈。

Like, we'd make dance routines.

我当时是啦啦队队员。

I was a cheerleader.

我几个朋友也是啦啦队的。

Some of my friends were cheerleaders.

其他人有的是舞者，反正各种都有。

Some of them were dancers, whatever.

但我们编的那些舞蹈都特别搞笑。

But we'd make these, like, funny dance routines.

我们会

We'd

把它们拍下来

film them

在午餐时间用笔记本电脑的摄像头拍摄。

on the webcam of my laptop during lunch.

然后下一节课是历史课，我就用iMovie剪辑它们。

And then during my next class, which was history, I would edit them on iMovie.

我只是想和朋友们一起乐一乐。

I mean, was just simply for my friends and I's enjoy enjoyment.

对吧？

Right?

我之所以拉近镜头，是为了让大家看得更清楚。

The reason why I zoomed in was so that you could see it better.

并不是为了强调什么，真的。

It wasn't like for emphasis Right.

就是为了这个或者那个。

Or for this or for that.

对吧。

Right.

后来我就上瘾了。

Then I started to become obsessed.

就觉得这事儿太好玩了。

Was like, this is so fun.

剪这些舞蹈片段才让视频变得好笑。

Like, editing these dance routines is what makes it funny.

比如把朋友的脸放大，这儿动动，那儿搞搞。

Like, zooming into one of my friend's faces, doing this, doing that.

我都想不起来这事儿是怎么发生的了。

And I don't even remember how that happened.

完全就是下意识就做了。

It was such an automatic thing.

从那以后，其实我一开始没在YouTube上这么搞。

From there, like, didn't do that on YouTube at first.

我爸爸给了我一些建议。

My dad gave me the advice.

他说，你应该用对待以前和朋友拍的那些视频的方式，来对待你的YouTube频道。

He was like, you should treat your YouTube channel how you treated those videos that you used to make with your friends.

我一听，突然就明白了，干脆就把那种剪辑风格直接沿用过来。

And I was like, oh, something clicked, then I was like, I'm just gonna take that editing style over.

对我来说，剪辑完全靠直觉。

And the editing for me was very intuitive.

就觉得这个地方得突出一下。

It was like, this needs to be emphasized.

这个地方就不需要。

This doesn't.

根本没什么固定的套路。

This like, there's no formula.

我就想，怎么才能让我自己觉得好笑呢？

It was just like, what's gonna make this funny to me?

短视频正在推动更多的算法推荐。

Short form content is driving more algorithmic discovery.

我觉得，在你还没找到内容与市场的契合点之前，最好的策略其实就是没有策略。

I would argue that, like, at the beginning, before you found media market fit, like, the most the the best strategy is no strategy.

关键是快速试错。

It's, like, speed of iteration.

对。

Mhmm.

多尝试各种东西。

Try a lot of things.

看看哪些是你真正喜欢的。

See what you love.

找到属于自己的声音。

Find your voice.

了解你自己。

Find yourself.

第二步。

Step two.

再说一遍，如果我作为一个创作者在2025年思考怎么做，就必须超越短视频了。

Again, if I'm thinking about how to do it as a creator in 2025, you have to move beyond shorts.

你当然可以不这么做，但如果不做，风险是存在的。

Now you don't have to, but there are dangers if you don't.

这样会越来越难建立起直接面向粉丝的社群和商业模式。

It becomes harder to build a direct to fan community and a direct to fan business.

已经有一些创作者摸清了门道。

There are creators who have figured this out.

但因为粉丝不太愿意为短视频付费，而且当你站在互联网的最顶层时，更容易被平台流量走向左右，所以想靠这个建立长期可持续的事业会更不稳定；相比之下，像你们这样找到一种可重复的长视频形式，每周都能让观众期待，有深度对话，大家愿意听，慢慢建立起对你的信任和对这个形式的忠诚，这才是更稳的路。

But because fans are less willing and likely to pay for short form content and because when you're at the ultimate top layer of the Internet, you are more subject to the whims of the platform's direction of traffic, there's a it's it's a more volatile environment to build a long term sustainable business versus finding a format like you guys have found where you've got this repeatable long form thing that your audience enjoys every week, and you have these, you know, you have, like, these long conversations and people are listening to them and building loyalty to you and building loyalty to the format.

我觉得，如果我要从零开始做创作者，关键一步是先在短视频上找到我的受众，然后再思考怎么围绕这个受众，打造一个长视频内容形式和更紧密的社群。

I think there's a key step if I'm doing it as a creator is, like, find my audience on shorts and then figure out after that how do I build a long form media format and and a tighter community around that format.

我觉得这就是第二步。

I would say that's step two.

每当有人问怎么开始，他们总会说：‘我特别喜欢科技。’

Whenever people ask about starting out, they're like, oh, I really like tech.

我想做科技类视频。

I wanna make videos about tech.

有什么建议能帮新手起步吗？

Any tips for starting?

你得真的喜欢科技才行。

Make sure you really do like tech.

没错。

Right.

你也许能天天拍科技视频，一拍就是一年，但最后可能就腻了。

And you can make videos about tech every day for the next year, and maybe you'll just kinda get sick of it.

这事儿真的挺常见的。

Like, that's that's real.

这种感受确实很合理。

That's a real valid feeling to have.

所以我经常把成为科技领域或任何产品相关领域的专业视频创作者，比作成为职业运动员。

And so I often equate becoming a a professional video creator in tech or in any product related thing, kind of like becoming a professional athlete.

每个人都可以享受制作视频的乐趣，也可以享受打篮球的乐趣，比如和朋友去公园打球之类的。

Everyone can have fun making videos, and everyone can have fun, let's say, playing basketball, for example, going to the park with your friends, playing basketball, whatever.

但要把这变成一份工作，不仅需要高超的技能，还需要投入额外的时间。明白。

But turning it into a job requires not just a high level of skill, but, like, an extra level of time dedication Mhmm.

而且，就像要把真正的资源投入进去，做到顶尖水平，才能把它变成你的职业。

And, like, actual resources being poured into it to get to the very peak level to be able to turn it into your job.

对。

Yeah.

做视频也是一样的道理。

And that's the same thing with with making videos.

你刚才说的那点我特别认同。因为我刚开始做自己的频道时，很多创作者应该都有过这种经历，就是恨不得把所有东西都往墙上扔，看看哪些能粘住。对。

I love what you just said because at the beginning of my own personal channel, and I think a lot of creators experience this, you just wanna throw as much stuff at the wall, see what sticks Yeah.

你其实是在追求播放量，至少是吸引眼球。

And you're really going for views or at least eyeballs.

为了播放量，你只能尽力而为。

You do what you can for views.

但后来我到了一个阶段，发现我的频道里有一半内容，当别人在街上认出我时，会让我觉得：我不太想因为这些内容被人记住。

But then I sort of got to this point where half the content on my channel was stuff that when people recognize me on the street, was like, you know, I don't know if I, I wanna be known for the other stuff I'm doing.

我不想因为A类内容出名，我想因为B类内容被人记住——对我来说，那就是那些深入又高强度的挑战。

Not this category A, I wanna be known for category B, which for me was these deep intensive challenges I was doing.

所以我的目标就是尽量减少A类内容，把所有精力都投入到B类里。

So my goal was to reduce as much of category A and pump it all into B.

现在，我只愿意做自己真正喜欢的内容。

And now I only wanna do content I love.

我觉得这需要很大的决心，因为你很容易被那些低垂的果实吸引，看到一个机会，心想：这个视频或者短视频肯定能火。

And I think it's a tough investment to make because you might see, you know, it's hard to avoid the low hanging fruit, you know, when you see an opportunity for, I can make that video or that short and it'll do super, super well.

但你要学会拒绝它，转而投资在你更在乎的事情上。

And to say no to that and invest in something you care about more.

但我发现，这种投入的回报其实更高，因为品牌会更尊重你，随着时间推移，订阅者也会更尊重你，因为他们清楚，每次来看你的内容，都能得到高质量的体验。

But I've actually found that the return on that investment is even better because brands respect you more, over time subscribers respect you more because they really have, they know that they're coming for high quality every single time.

毕竟，YouTube频道就像一份简历，但这份简历很特别——当品牌、潜在合作伙伴，甚至新订阅者来看时，你没法控制他们会点开哪一条视频。

Because, you know, a YouTube channel is a resume, but it's a very interesting resume because when a brand or anyone, you know, potential partner, even a potential subscriber comes to look at it, you can't control what they're going to click on.

而他们点开的那一条，就可能决定他们是否愿意与你合作，或者是否决定关注你。

And that one thing they click on could make or break why they decide to work with you or subscribe to you.

所以我希望，每一条内容，哪怕播放量不高，都能体现出这个频道的水准。

And I wanna make sure every single piece of content, even if it doesn't have a ton of views, is one that shows the quality of the channel.

明白了。

Alright.

如果你觉得这些建议有帮助，那你一定会喜欢这个视频，我和科林一起帮一位创作者打磨视频，帮她从平均每条视频一千播放量，提升到这条视频突破十万播放。

If you like the advice from this video, then I think you'll like this video where Colin and I workshop a video with a creator, taking her from averaging around a thousand views a video to this specific video doing well over a 100,000 views.