I don’t say that I used my position as a manager editor to meet one of my favorite -Youtubers.
… but I’ll say that I am inappropriate Share today’s interview.
Apart from my self -addiction, this former Disney marketer has a lot to learn. Today’s master transformed his covid -vacation hobby into a very successful YouTube channel with almost 4 million subscribers And A cookbook on the bestseller list of the New York Times.
Meet the master
Max Miller
Host and creator, Tasting story with Max Miller
“I was there in the golden days when they started to bring out the new Star Wars and the original Marvel films.”
Lesson 1: The best practice beats good content.
Max Miller does not behave like a good YouTuber: he does not test his thumbnails. He has a title song. And he never makes the shocked YouTube face. (You know the one.)
“I break all the rules. And not on purpose; it is only that I didn’t know the rules,” he admits with a modest smile.
How did he earn 3.7 million follower without ticking on the marketing-to-do list?
“It sounds selfish, but I am my audience. If I create content that I want to see and in which I am interested, other people must be interested in it“, Says Miller.
If you are in a Unsexy industry, you may think that this is not the case for you. Dear Lord or Madam, I wrote blogs about incontinence strokes. If I can find the interesting nugget in it, I guarantee that there is something You can take care of it.
“I am the one who spends 40 or 50 hours a week in a video, so I have to find it really interesting. Otherwise people will be willing knowledge I am not really interested in it, ”he explains.
Regardless of whether you are in the media or marketing, an audience holds back interesting content. The rest is just an icing on the cake Johnny Cake of the 19th century.
Lesson 2: No short shorts.
“(My YouTube partner) had to kick me and scream to publish short-form videos,” laughs Miller.
YouTube shorts are often released by brands and creators, since shorts viewers rarely jump directly to watch long-shaped videos.
“The crossover is shockingly small. I wish it would be more. It’s like five percent.”
But when he finally tried the format, Miller found that the benefit was in the indirect Consequences.
“It brought tons of people to the channel, on Instagram, Facebook, Tiktok. It led to a great increase in book sales because I made recipes from my cookbook.”
Instead of assessing the success of shorts in terms of direct views, think of you as public development.
Seen through this lens, “5% of a million people? Isn’t that bad, do you know?”
He could have said what wasn’t Small potatoes. (Stop it, curtis.)
Lesson 3: Find what the creators are interested in.
Since Miller was both a marketer and creator, I asked him what he wanted, more marketer knowledge about working with Creator, whether this is an influencer marketing, cooperation or even sponsorship.
“When I used to work (in marketing for the films), I didn’t make the films,” says Miller. “We would take the cinemas with us and produce a marketing campaign with someone else’s baby.”
The same applies to working with content manufacturers: For them it may be just a different campaign, but it is personal for the Creator.
So don’t just think about the content yourself, although this is important. Think about what the content means for the person or the people who have created it.
Miller announces that he often gets pitch through professional processing or offers to double his views and expand his brand, but the heart is not here.
“I don’t feel like having 200 employees. Therefore I will never be a large company like a good mythical morning or mrbeast,” he says. “Many people in my situation think I’m crazy. They are like:” You could make twice as much money. “
“More is not always better in my thoughts. Enough is fantastic.”
