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Eric Siu explains why chasing views through algorithms burns creators out. He argues for building a business around high-ticket products for a niche audience instead of depending on monthly view counts for sponsorship money.
Eric Siu explains why chasing views through algorithms burns creators out. He argues for building a business around high-ticket products for a niche audience instead of depending on monthly view counts for sponsorship money.
As much as it brought my financial freedom and fun and flexibility and autonomy and all of the good stuff from being a YouTuber, I am still fundamentally a slave to the algorithm because if I stop uploading, it's only a matter of time before everything dwindles down to zero. Partly what I'm trying to do is to build a business that A, is not reliant on views because it's quite a stressful place to be. Like you and I know people, know other YouTubers who monetize exclusively through AdSense and brand deals. That's really stressful because now your business revenue is directly tied to how many views you get. I know someone who's like an entertainment YouTuber who has to get a million views every video because if he doesn't, his sponsors are gonna drop out. Or they're gonna massively like sort of plunge his rates and that's super stressful. So how do we get to a place as a business where our business revenue is decorrelated somewhat from how many views we're getting each month? And that normally comes from having your own product to sell. If you have a product in a niche market that's fairly high ticket, you don't need to be getting hundreds of thousands of views. You just need to be getting a few views from the right audience who'll then buy your stuff.
