Having found Jon Cozart (aka Paint)'s After Ever After video with the rest of the world last year, I very quickly became a fan of his. I think he's an incredible singer and a very smart guy who seems to be able to very clearly see what will go viral, a skill I think we all wish we had! I just came across this video and although what he says is pretty simple, he has a very good point.
In his TEDx talk he says 'if I don't give people a reason to click away, they're not going to click away'. Such a simple thought but one that's entirely true. He later goes on to say that this means he's careful about the quality of what he posts from the material itself to the production of it all. I'd never really thought about it before watching this talk but Paint must be one of the very few channels on YouTube with 2 million subscribers+ that only uploads new content every few months (if that). Despite not uploading content weekly like most YouTubers have to do to retain their audience, every single video Jon Cozart has uploaded to his channel has well over a million views. This means he must be doing something right.
His mantra about not giving people a reason to click away obviously works, his view count and subscriber count show that, but it would be naive to think that's all there is to it. Although, as a content creator myself, I wish it were that easy, I'd be willing to bet that nearly all of his subscribers are there because of his wonderfully unique content. Sure, the production of it helps, it's always nicer to watch a video in HD rather than one that looks like it was filmed in the 1950, but his views are that high because he has a real talent for creating unique and interesting content.
Do you have a theory as to what makes a good YouTube video/YouTuber? Let me know in the comments below!
Lucy x
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