YouTubers often create multiple channels to speak to different topics and audiences. But how do you move audiences from one channel to the other one?
Today, Jeremy welcomes Tom Martin from faqtube.tv to talk about the best practices for getting audiences to switch from one channel to another and the best ways to combine forces with yourself to get the best results for both channels.
Enjoy, and please share if you find this episode valuable!
Jeremy Vest: Hey, everybody. This is Jeremy Vest with vidpow.com. Today I have Thomas Martin from across the pond. How’s it going, man?
Tom Martin: Hey, Jeremy. Good to be talking to you.
Jeremy Vest: What do you do, man? What’s your website?
Tom Martin: My website is FAQ Tube and you can find that at faqtube.tv.
Basically, I talk about optimization, YouTube strategy and trying to help people do YouTube a little bit better.
Jeremy Vest: Awesome. Today, we’re going to be talking about how to move audiences between two owned channels. What does that mean?
Tom Martin: I’ve worked for and with a lot of big media companies. I speak to a lot of YouTube creators. A lot of them have multiple channels in say, “What’s the best way for me to leverage my existing audience on one channel and get them to move over and also subscribe and watch videos on my second related channel?”
Jeremy Vest: Awesome. The first point is collaboration. What does that mean, in regards to owning two channels?
Tom Martin: First of all, I want to point out that this is only going to work for people that own channels that are strongly related by niche or topic or strongly related by a specific piece of talent. Otherwise, you can’t force people to watch a totally unrelated channel.
If you’ve got a health and fitness channel, then if you’re launching a healthy cooking channel, that would be great, but if you’re launching a kids’ cartoon channel, then you’re probably not going to be able to move that audience.
Collaboration is the traditional kind of collaboration that you’d get on YouTube. It’s been made famous over the years. If you do it between the two channels that you own, it’s in your best interest to be able to show off your new channel to your existing audience.
Mix up the talent. Mix up the formats. Mix up your settings. Most important, make sure you’re appealing to both audiences and make sure you’ve got very strong subscribe calls to action.
Jeremy Vest: Very cool. What are a couple of subscribe call to actions you like to do?
Tom Martin: You’re going to have one primary piece of talent that’s from the main channel. You want to use their influence to get the existing audience to check out the new channel, so you need a strong verbal call to action from the regular host, to say, “Now check out these guys. If you like what we do here, you’re going to love those.” You want a strong verbal call to action.
You definitely need that to be backed up by something that’s clickable. While an end screen’s running or while there’s a card available, or pointing directly to a card, that’s always going to get a much better click through rate and a much better response.
Jeremy Vest: Very cool. The second thing is native trailer upload.
Tom Martin: This is where you upload a trailer for a different channel on your channel. This is where it’s going to be really, really key that the subject matter is closely related, because otherwise, you are going to get a lot of hate, a lot of negative comments and a lot of dislikes.
People are going to be wondering, “Why the hell are you pushing this to me? This is not what I subscribed to your channel for.” You need to make sure that the channels are really closely aligned.
It needs to speak to that audience, specifically. It should be a trailer created specifically to speak to the existing audience, using the language that they use, speaking to their wants and needs, so they don’t feel like they’re being sold to and they generally feel like you’re speaking to them directly.
Jeremy Vest: Very cool. End screens?
Tom Martin: I’ve tied this all together with end screens, cards and featured program, which used to be called in video program.
At any point, during the video, if you … This doesn’t all have to be in the week of launch. This could be used at any time during the life cycle of the new channel. At any point, you can say … If you say something that’s related to a video on another channel, you can say something like, “Oh, and don’t forget, this was over on our channel X,” and point to a card, which can move someone across to the new channel.
Or, during an end screen, you can say, “If you enjoyed that, don’t forget to go out and check out our sister channel. They’ve got a lot of similar stuff that you’re going to find helpful.”
Also, if you use that featured programming widget, that won’t work on videos that already have cards running, but if you’ve got a large back catalog of videos, that programmable widget is going to work on most of those videos that you created before cards existed.
That can be really powerful if you’ve got a very large and old collection of videos on your channel.
Jeremy Vest: That’s awesome. How do you use playlists between two owned channels?
Tom Martin: This is going to assume that you’re going to put those playlists on your channel page. That’s going to be the most effective way.
I know you’re not going to get a huge amount of traffic to your original channel page, but by including your new channel, or sister channel, in some of your playlists, it’s going to be much more likely that they’re going to be discovered.
To really get best results for that, you’d have a custom intro video of the playlist, which I think you should be doing anyway. That’s really the best way to start off any playlist, is with a custom video that says, “In this playlist, you’re going to see x, y and z.”
But you might also say, “In this Paleo specific playlist, we’re going to give you the best exercises to use from our channel. We’re also going to give you the best Paleo recipes from our sister channel, Paleo X channel.”
Jeremy Vest: That’s very cool. I like that. Making a video specific to a playlist. How about social media?
Tom Martin: If you’ve already got a sizeable channel it’s very likely that you’ve already got a sizeable presence on other social media, whatever that be. Twitter, Facebook, Snapchat, Instagram.
I’ve got to admit, Jeremy, since the last time we spoke on the podcast, I have dived onto both Snapchat and Instagram. They both terrify me, but I am having fun. It’s worth checking those out.
If you have a-
Jeremy Vest: So, you’re basically a 14 year old kid now.
Tom Martin: Luckily, I have some young kids, so they keep me on my toes. I’ve got to try and keep up.
If you’ve got a sizeable presence on other social media platforms, then use that to also drive, just as you would drive to your own videos, to drive to your second channel videos.
You need to bear in mind all the best practices. Stuff like, Facebook doesn’t linking you linking to YouTube, so upload a native video. On Instagram, changing that link in the bio to go to a new channel.
Using an existing audience on other platforms to try and convert them into new channel subscribers.
Jeremy Vest: Awesome. You put links in the descriptions of other channels? I guess it would be playlists?
Tom Martin: Yeah. Let’s say you’ve got, again, a new video on this imaginary Paleo channel. You’re talking about a certain exercise. If it’s related. I think that’s the key here, is not to just pump your video descriptions full of unrelated links.
If you’ve got a video that’s related, also to put in the description, “If you found this useful, also check out my recipe here that will help you get through this workout.”
You can do … If you’re using a tool like [inaudible 00:09:10], where you can do bulk updates. For the week that you launch your new channel, you could put, potentially, a small piece of text and link in every video description that says, “Hey, guys, we just launched a new channel. Check it out here,” but I would remove that after a week or so because you don’t want to come across as spammy.
Jeremy Vest: Great. You also feature a channel on your channel?
Tom Martin: Yeah. I would put that in your featured channels, as high as possible, but again, only if it’s related. I think that too often people like to fill their featured channel’s widget with other channels from their network, even if they’ve got absolutely nothing to do with the channel that they’re watching.
I think that is counterproductive because the audience are not necessarily going to be interested in a totally unrelated channel. I would much rather fill up my featured channel’s widget with who you could see as your competition so they know what kind of genre your channel is.
If you’ve got a second channel that also fits, I would definitely put that in, as high as possible.
Jeremy Vest: The last one is comments and likes.
Tom Martin: This is probably the least effective now. Being on YouTube for a long time, Jeremy, I’m sure you agree. Back in the good old days, you could comment on a video from another channel or like a video from another channel and that could generate thousands of views, because it would come up in the activity feed when you first look into YouTube and into your subscriptions feed.
So, you know, “Jeremy liked X video.” It would be right in your subscription feed. If your channel was big enough, that could generate thousands of views.
Now, that kind of activity really gets buried, but it is worth doing. Commenting between channels. Now you’ve also got the ability to heart and pin comments. You can pin each other’s comments to the top of the comments so they’re much more likely to get noticed.
For this to really work, what you need to do is you need to have a section on your channel page which is set to show your most recent activity. That will show the videos that you’ve recently liked and commented on.
Otherwise, that’s going to get seen by only a handful of people who are actually browsing in the comments of those videos.
Jeremy Vest: It’s probably more along the lines of algorithmic trigger, right? You want to associate your channel with another channel.
Tom Martin: Yeah, I think that goes for everything, really. You’re really trying to not only make a relationship between the channel in the viewers eyes, but also in YouTube’s eyes.
Putting your videos in playlists and linking to each other, and stuff like that, is all helping to generate that relationship between videos, where they’re much more likely to get shown up in the suggested sidebar.
Jeremy Vest: Awesome. Tom, how can people find you?
Tom Martin: The best way to find me is to go to my website at faqtube.tv. There you can find all of my social links and be able to get a free copy of my YouTube optimization ebook.
Jeremy Vest: Awesome. You can find me at email@example.com or vidpowbam everywhere. Until next week, keep talking tube.