Welcome to Created, the newsletter that’s more riveting than July 4th fireworks. Here’s what we got today:
- 3 takeaways from my 10th VidCon...and why this year was different
- Why creators are struggling to make $15,000 per year
- Roundup of top YouTube thumbnails
VidCon Recap: 3 Creator Trends to Watch
Last week, I spoke at VidCon which marked my 10th time there. I gave a keynote, did panels with Spotify, Thinkific, and Uscreen, and interviewed Smosh on stage.
My manager and wife Amanda also gave a keynote and did a panel on how we’ve built our business.
Below are 3 takeaways from our conversations both on-and-off stage:
1. More creators are struggling to make a full-time living than ever before.
At each VidCon, I do live polls during my keynotes to get a feel for the audience.
My favorite question to ask: how many of you are full-time vs part-time creators? This year, there were far fewer full-time creators than before.
Stats back this up: 48% of creators made less that $15,000 in the past year. Even those with millions of followers.
The content gold rush of the pandemic is over. Yes, it’s easier than ever to build an audience. But it’s harder than ever to build a business.
2. Smosh and top YouTubers are looking for co-hosts and talent.
I interviewed Smosh on how they’ve grown their business after 18 years on YouTube. The big takeaway? Hiring more cast members and co-hosts.
Today, Smosh has over 35 employees with many of them being cast members like Damien Haas, Courtney Miller, and Shayne Topp hosting Try Not To Laugh.
Rhett and Link have done the same with Mythical. MatPat has done it with Theorist Media.
Expect more creators to turn their channels into a modern SNL where talent comes in, stars in different formats, and graduates.
3. YouTube is oversaturated with creators. But undersaturated with operators.
Amanda did a panel with Hayden Hillier-Smith (former editor for MrBeast), JT Casey (16.5M subs), and Sherry Wong (CEO, Roster).
On the topic of hiring, JT and Hayden said they do mostly everything over handshake deals with payments over Venmo.
They’re not alone. Most creators we spoke with after said the same.
But it can backfire: many of those creators and editors told us horror stories. They never got paid. Ghosted.
That’s not how we do it.
On the panel, Amanda shared our process: everything is in writing. Expenses are categorized. That’s helped us run a more profitable business.
Bottom line: there’s a huge need for operators to team up with creators to help scale sustainably.
Listen to my full podcast on VidCon and these trends here.
🎯 Weekly Roundup: Thumbnails
Here’s why we love these YT thumbnails. Hopefully, they inspire your next one.
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- Stunning yet simple graphic conveys video concept perfectly (MKBHD)
- Litter of design apps with overwhelmed expression builds intrigue (Welliot)
- Hand creates sense of scale that emphasizes the tech (Corridor Crew)
- Contrasting colors (yellow and purple) draw you in to an absurd concept brought to life (Glarses)
🚀 Weekly Outlier
- Cinematic Mastery: Every second of this video is gorgeous. From the lighting to sound design, color grading, and cinematography — if you want to up your game, start taking notes.
- Instant Delivery: Within 10 seconds we learn the why, by 30 seconds we learn the how and before 1 minute we start the oddly satisfying joy of watching someone else declutter.
- It's All About The Flow: An immediate hook, with masterfully designed shots (just look at that thumbnail), the perfect background music, and simple narration keep you watching for all 10 minutes.
I have a feeling you’ll be seeing more of Rena soon.
🏆 The Created Referral Program
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Refer 1 friend: you’ll get my Infinite Ideas book. It’s my 8 best tips to find viral ideas for your next upload.
Refer 5 friends: you’ll get my Top 50 Thumbnails book. It includes a detailed breakdown of why they work so you improve your packaging.
Trust me, these books are packed with more tips than most paid courses.
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– Jon
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