Professional Documents
Culture Documents
2010
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book, “Beyond Viral Video” (Wiley 2010), visit willvideoforfood.com. To see
his videos: youtube.com/nalts (we recommend you watch all 1,000 at once).
Version 2.3 February 2010 © Copyright February 2010, Kevin “Nalts” Nalty, Nalts Consulting,
LLC. All rights reserved. No part of this document can be reproduced in any form without
express permission from the author.
After languishing in viral video for nine months, doctors told Nalty his
viral-video career would be dead within weeks. But he persevered, and
now reveals some easy-to-apply techniques that can help you become
popular on YouTube.
Table of Contents
I. Foreword...........................................................................4
Thank You........................................................................................................4
Glossary of Terms............................................................................................6
V. Additional Resources.......................................................34
V. Additional Resources
Thank You
This is the second version of this free eBook, which was first published
in January 2008. I'd like to thank my wife, Jo (aka WifeofNalts) and
children for their support and patience. My passion for online video has
been intense over the past four
years. I'd like to also thank Jan for
editing and for helping me with
WillVideoForFood.com, and the
active “WVFF Back Row” for
making the comments more
interesting than the posts. Thanks
to the many "peeps" who have
been so supportive to me on
YouTube. I wish I could list many of you by name.
Sorry
I hope you realize that the title was meant as self-deprecating humor
and not a warranty. You are, in fact, going to need some talent. But
contrary to conventional wisdom, talent is not the only ingredient for
success. In fact there are far more talented people than I on YouTube,
some living in obscurity and more deserving of my incredible audience.
But they're lost in a sea of garbage, maybe because they don't
understand how to market themselves, and they soon decide that they
may not be very talented. It's sad, really.
Your primary goal is to have fun via this medium, which may create a
loyal following, and help you promote yourself or other causes. In
general, I find three characteristics of the most-viewed YouTube
“stars”: they enjoy making videos, they persist, and they are talented.
The former two traits are as important as talent itself, and when
someone stops having fun or becomes undermined by criticism, the
talent itself serves little value.
f = t x m.
I will touch briefly on how to make your videos not suck, but I've seen
some really, really talentless people on YouTube. I shudder to think
that one of them is turning to this book for salvation. Not to be Simon
Cowell or anything, but if all of your friends and family find your videos
Still reading? Great. If you take nothing away from reading this, please
remember this: The act of "uploading" is only one tiny step on your
YouTube adventure, and if you stop there you're not going to get very
far.
Glossary of Terms
I'm going to be using some terms in this book that are worth defining.
Let's evaluate YouTube "fame" for a moment, and make sure you
really want what you're apparently after. I find most people in pursuit
of YouTube "weblebrity" status are looking for one of four things:
I'm going to start by tempering your desire. If you enter YouTube with
desperation for fame, people are going to find you really annoying.
You'll give off a scent like those people selling Amway at neighborhood
picnics. You might even annoy people more than I do.
YouTube popularity is not all it's cracked up to be. You'll find yourself
spending inordinate amounts of time on YouTube, you'll lose a great
deal of your privacy, and you'll get insulted in ways you've never
imagined (someone wants to defecate in my mouth).
Each day you'll feel guilty because you're ignoring someone's cry for
help -- watch my video, mention my sick friend, be in my
"collaboration" video, tell me what you think of my son's video. Soon e-
mail will feel like a portal to hell – with desperate and thirsty souls
screaming for just a drop of water.
In some ways YouTube fame brings all of the negative side of real
stardom without the money and perks. You'll almost certainly become
addicted, and sometimes will fail to differentiate between your own
• Where's the table for the people who hate everyone else here?
Like any community, YouTube has unwritten rules, and I outline some
of these in a video called "YouTube Etiquette." Nobody wants to admit
this, but there's a subtle social ladder based on how many subscribers
you have. It's rather repulsive, and I try not to look at the numbers. I
find that a creator's ego can unjustly bloat as their subscribers grow,
and I often prefer to "hang" with
the less popular, more interesting
people. But this social ladder is
important.
If you're a scanner, here comes the important part. I like lists because
they simplify things, and are actionable. So let me jump right into
some of the techniques that have helped me on YouTube. I'd also
encourage you to watch a few videos and blog posts I've done on this
subject:
There's probably nothing you can do on YouTube that has more impact
than collaborating. I spent nine months uploading my videos, only to
find 20-50 people had viewed each. Quite by accident, I began
interacting with people and collaborating with other YouTube creators.
That is when things began to change. Collaborations are a fun
experience, and also introduce you to the audience of the person with
whom you collaborate. For example, when popular YouTuber, Renetto,
shaved my head, I got some exposure to his rabid fans. When I stalked
HappySlip's NYC apartment, she was kind enough to post my video on
her blog, and suddenly some of her subscribers subscribed to me. If
you collaborate with someone whose content is similar to yours, this is
more likely to occur.
TheStation, a relatively
new collaborative
channel, rocketed
overnight to one of
YouTube’s most-
subscribed because of the collective promotion by a number of
A year before this book’s first version I had 200 people subscribed to
my videos. In January 2008 I had 25,000. Now it’s surpassed 150,000.
Obviously many of these people subscribed and don't check their
subscriber page, or lost interest in YouTube. But among these
subscribers are people who share my sense of humor. Only a small
portion people who “graze” YouTube actually subscribe to videos and
check them routinely. But this core audience is vital, because they are
the ones that will watch your videos, give you feedback, and rate you
favorably. I'm able to post a video, and have it appear in YouTube's
"most highly rated videos of the day" because I have a group of
subscribers that generally like my stuff (don't ask why). Then, when
other YouTube "browsers" search for the highest rated videos of the
day, they're finding my videos – thanks to my subscribers.
There are a few of us that live on these "most watched" and "most
discussed" pages, and many of us aren't
very talented. But our subscribers like us,
and that propels us to "honors," which give
us access to a secondary audience. My
videos almost always get "honors"
because I have a quality base of
subscribers. But if I suddenly inherited all
of the subscribers of Smosh, I'd probably
get destroyed. Some of them would like
C. Be Patient
D. Interact
The YouTube audience is watching less television and become
enthralled with online video because it's mostly real and amateur.
We're all tired of scripted television, or worse yet, the faux reality
television. Viewers want to see real people who are accessible and
authentic, and with whom we can connect. This means you should try
to read and reply to as many comments on each video as possible (and
not just your own). This is easy at first, but becomes overwhelming as
time goes on. Still, my favorite part of YouTube is the discussion that
takes place on the video within the first 24 hours. I almost never check
comments from old videos, but I tend to jump online to my most recent
video and read and reply to interesting comments. If you ever want to
catch the attention of a YouTuber, try commenting on their most
recent video. The more popular they are the less likely they read
YouTube messages or e-mail.
A year my slogan: “Nalts posts a video every time you poop” was
accurate.
But I soon received feedback that my videos were losing quality, and
many people suggested I emphasize
quality over quantity. I listened, and it was
a tremendous mistake. In the past few
months I’ve posted only 10 times per
month, and I’ve seen my momentum
decrease dramatically. I’m now doing my
best to post routinely, and it’s a critical
component to success. The video creators who currently top the charts
have one thing in common: they post frequently, if not daily. This does
not mean that posting regularly will propel you to fame, but once
you’re “on top” it’s important to keep your edge, and stay “top of
mind” to those who watch your videos. Unlike when this eBook was
first published, only a minority of my daily views comes from
subscribers or recent videos. People will more likely discover and view
your videos if you’re predictable about posting on specific days or
times. There are exceptions. Some of the most-subscribed YouTubers
(Fred, Nigahiga, and KevJumba) post less frequently.
Remember that YouTube is the most popular video site and #1 search
engine, but only one place where YouTube videos are seen. When you
post your video you may want to market it on niche sites, blogs, and
discussion groups. I tend to avoid this because it's time consuming and
often a violation of the unwritten “social media rules.” For instance,
when I did a video about my obsession with The Office, I resisted the
temptation to send the link to those blogging about the show. Unless
you devote the time to personalizing your note (format below), then
There are countless social media vehicles that can help you promote
your videos (MySpace, Friendster, FaceBook, Digg). I find these
overwhelming and not nearly as productive as my other techniques,
but other YouTubers swear by the power of these. A good resource on
this subject is CharlesTrippy's "Viral Video Fever."
Just before going to sleep, I sent the video’s URL to a few Mac blogs.
Gizmodo (a very popular blog) posted it, and it was quickly discovered
by tens of thousands of people. (it’s now approaching 700,000 views.
Obviously the video’s topicality was also a factor… A little “blog
gasoline” on the “video spark” is well worth its time.
I wish I could tell Yuri that looks don’t matter, but they do. Many of the
most popular YouTube creators are attractive looking. Pretty females
have a higher likelihood of success than a middle-aged guy like me.
But there are exceptions, and I can’t quite envision Sxephil, ShayCarl
or KassemG on the cover of GQ.
Vlogging: For every vlogger (video blogger) that has achieved most-
subscribed status, there are millions of others hiding in the depths of
the YouTube ocean. But the active viewers of YouTube want to connect
with a video creator personally, and poorly edited “moments of life”
intrigue them.
How-To: While “do it yourself” (DYI) is not the most popular content,
it’s well poised for profit. Howcast is a site devoted exclusively to short,
succinct “how to” content that is well optimized on search engines and
mostly “evergreen” (as opposed to topical humor).
There are ways to artificially drive the views and ratings of your videos,
and "tricks" you can use to spam your videos to others. Ultimately
these won't help much because you'll lose credibility and annoy
people. It's cheap, tacky and may give you a short-term boost, but it's
just not worth the effort. Save your money and avoid buying software
or service that promise to get you viral.
Here are some other mistakes I've seen people make as they try to
popularize their videos. Maybe you can save yourself some time and
humiliation by reading this list.
B. Spamming
Unless there's a good reason to send someone a video, let them find it
on their own. For instance, I almost never send someone a link to my
recent video unless they're mentioned or in it. There's nothing for the
ego like getting invited to watch a video in which you make a cameo or
you're referenced. But I stopped reading my YouTube mail because
90% of the messages were:
• You are so incredibly sexy (okay- that's not one I've received
before, but I wanted to make sure you're still awake).
Stay away from the fee-based promotional tools that are done by a
'bot!
Many people have a naïve belief that if they bloat their "keywords"
with terms like funny, humor, comedy and even other YouTuber's
names, it will propel the video to the top of a related search. Indeed,
this myth is not without some basis of truth. Keywords not only help
people find the video, but they can propel it to the top of Google and
ensure it appears beside related content on YouTube.
F. Waiting to Be Discovered
YouTube editors once had the most powerful jobs in modern media,
and could literally turn obscure talent into overnight fame by simply
featuring a video. Once a YouTube
community manager (BigJoeSmith)
brought me to the homepage with Viral
Video Genius, but the video was only
moderately well received. The second
time was my "break out" video, and it
was called "Farting in Public." I will
confess that I sent this video to the
editors. I've only done that one or two
times.
The biggest change since the first iteration of this eBook is that
featuring is not the primary driver. The videos that are sporadically
featured (in what’s called “spotlighting”) are mostly Partner videos
G. Infringing Copyrights
Ensure your work is entirely your own, or that you have sufficient
permission. Otherwise your content can be removed, and you will
jeopardize your YouTube Partner status. Rather than using a popular
song, find a talented amateur musician who might share his or her
songs in exchange for a credit.
If anyone should have the "magic recipe" for a good online video, it
should be me. But I'm still learning each day, and that's part of what
makes it so fun to create videos. People often ask me why I don't focus
on creating fewer good videos instead of posting routinely. There are
two reasons for that. First, if I stop creating for more than a few days, I
generally don't feel like posting anymore. Second, I have no Earthly
idea which of my video ideas will resonate and which will become
popular. There are a lot of factors involved, so I play the odds with
volume and frequency. As I mentioned earlier, the unintended outcome
of this routine posting is that it also keeps your audience loyal and
aware.
That said, there are a number of things I'd advise to help you make
better videos. Technically, the barriers to entry are extremely low
(access to the web, a computer, and an inexpensive camera). But here
These creators aren't just talented, they know their audience and
consistently provide for them. Some, of course, participate more
extensively with the YouTube community, and others have their eyes
toward larger media opportunities. To see other popular YouTubers,
visit the "most subscribed of all time" section and get a feel for what's
popular. Just resist the temptation to imitate these styles too closely.
Find your own niche.
There are no hard rules about making a video, and many videos fail
because they try to replicate other “viral” videos. People generally
want short (1-3 minutes, or less), rapid editing and a big finish.
I break this rule often, but it's a basic tenant of short-form video on the
Internet. It takes me much longer to edit a video into 30-90 seconds,
but it's almost always better that way. When you're editing, you
sometimes can't resist keeping some footage. But when I return to the
video weeks later, my undisciplined editing infuriates me. The viewers
will never miss that gag that extended your video from 2 to 4 minutes,
and you'll find your views are inversely related to the length of your
video. If you must tell the story in more than 2-3 minutes, consider
breaking it into a 3-part series.
There's nothing I enjoy more than finalizing the editing of a video, and
adding music. It helps to have someone watch your video with you,
and note when they look bored. I've chopped my videos down by
watching my wife's blank stare when I preview them to her. You'll
sense what you can lose. Sometimes the best part of the video is what
you decide to leave out.
Want to know a secret? Many top creators have lousy equipment. For
instance, this GooTube Conspiracy trailer was shot on a low-end
camera using a very antiquated computer processor. Many of the
people dominating the most-popular YouTube videos each day are
using simple Flipcams. If you want good tips on equipment, check
Steve Garfield’s blog. For software, check Chris Pirillo.
• Light your subject softly with lights on two sides (not ceiling
lights that produce a shadow). Natural light (overcast) produces
the best quality.
• Edit tight so no shot lasts more than 5 seconds. The best movies
have rapid-fire editing, and short-form entertainment needs it
too.
Your video is more than the video. Your thumbnail, description, title
and even keyword tags are part of the package. If these elements
aren't consistent with your video idea, it won't have the same impact.
Some creators work hard for a good "thumbnail," which is the image
that appears besides the video title. YouTube once drew these images
by default from the exact center frame of the video (so a 2:00 minute
video will use the image that's at exactly 1:00) or the first or third
third. Now it’s random unless you are a YouTube Partner and have the
ability to upload an image that becomes your thumbnail. Lately some
of the top YouTube talent
has been using bright, neon
colors with a simple image
(often their face) over it.
Using a photo of an
attractive woman in this
thumbnail, which certainly
works in the short term, has
If you're an artist, you might find someone you like on YouTube and
offer them a free song, logo, painting, etc. They'll typically mention you
in a video, and that can help you expand your audience.
There are other important video sites, but I've focused mostly on
YouTube because it's the "low hanging fruit," and currently where the
vast majority of videos are seen. If you can crack the YouTube code,
you can always explore other sites. The audiences between these sites
overlap less than you'd think. I use TubeMogul to upload my videos to
a dozen sites, but few get anywhere near the views I get on YouTube.
I'd really appreciate your feedback about this book. Did it meet your
expectations? Thanks to the more than 100 people who wrote
via kevinnalts@gmail.com with the subject heading "Book
Feedback.”
I believe it's been some time since you Anyhow, thanks for sharing your thoughts
created the book because you stated in and experiences. I thought you were an
the book you had "25,000" subs. And asshat for a while, until I saw that
now, checking your profile, you have a WHATTHEBUCK thing and now after going
significantly larger amount. So I was through your blog a bit you seem like a
curious, has there been anything major pretty cool dude.
that you would put in the book now, that
you didn't have experience with when it
Sent 1/5/08 from “ShayCarl”: NALTS!!
was written?
You are a true genius! Im not just saying
that. I just read all 34 pages of your book
I'm having real bad trouble with promoting and LOVED it..I think that it's good that
and i just really need to know what I'm you did this for free but could definately
doing wrong. I have awesome vids, much forsee you charging for this or something
better than what's viewed millions of similar in the future.Im very new to YOU
times *cough* Fred. TUBE. I made a video called "HE MAN
GERM" in response to SXE Phils contest
"how to get a popular show series or vlog"
Thanks for the great advice as well as the
at the last second and by some unicorn
many links pointing to helpful hints. I've
miracle was selected as one of the top 5.
spent a lot of time searching Google for
Now that video has been viewed ALMOST
sound help that didn't include paying
10,000 times. I’m waiting for it to hit the
hundreds of dollars to advertise or tagging
10k so I can celebrate!! But now I’m
the video with "sex boobs teen"
addicted to this DAMN thing
called YOUTUBE "I could totally quit I just
don’t want to" and my life has turned
While reading i couldn't even stop,
upside down. I have been looking for
because text was so attractive to me,
something exactly like your book this
really enjoyed mini jokes, you answered to
whole time. Anyways I remember what
every question i had, i think book
you said short and sweet.. Thanks for
deserves 10 from 10. From this moment i
being a YOUTUBE mentor...Official SHAY
will stick on to your advices, and hope to
book rating ----3 thumbs up! and since I
become one day famous.
only have 2 thumbs thats pretty dern
Most of what you said in your book was
impressive!!!!
fairly common sense, but in today's day
When I was 17, a young composer-
and age, common sense is very
arranger in the making, I worked for the
uncommon. It just cemented that I'm on
V. Additional Resources
• Web Video Doctor, for tips and tricks to help make better web
videos.
• StreamingMedia Blog is a bit “techie” for me, but has some nice
info. Written by Dan Rayburn.
• Less of a blog, but this “Online Video Industry Index” has a nice
links.
• Viral Video Fever: The Charles Trippy DVD collection that will
give you a comprehensive video tutorial of this space (and I'm in
it, okay?).