Packaging and Promotion
My Golden Rules for Packaging and Promoting
1: Clickbait is NOT marketing
Don’t believe anyone who tells you otherwise. It’s an outdated YouTube trend that does absolutely nothing for your channel’s long-term future. Misleading your audience is a terrible path to establishing genuine loyalty. Keeping a bit of mystery in your titles and thumbnails is completely fine, but make sure they honestly reflect what is actually in the video. Remember, there is nothing worse for your channel's standing than a viewer clicking away immediately after realizing they've been duped.
2: Consistency is your best friend
Even if your early videos aren't cinematic masterpieces, posting regularly on the same day at the exact same time trains the algorithm to reward you. YouTube thrives on predictable upload schedules, and more people will see your thumbnails as a result. While it isn’t the ultimate be-all and end-all, it is a massive structural help. As your channel grows, your subscribers will love knowing exactly when to expect you, and if you play your cards right, your uploads will become an integral part of their weekly routine.
3: AI is a false friend
Nobody knows exactly where AI is heading, but chances are it’s going there fast. While we all need to learn how to make the most of new tools, there is currently no shortcut to a good video. Old-fashioned hard work is still the only way to go. In my opinion, there is nothing more off-putting than a sterile, AI-generated thumbnail, and I’m pretty sure I’m not alone in that. Even when it comes to writing, I’d much prefer to read a genuine passage of text from a creator with a few human grammatical errors than an AI-modified, artificially polished one. Be careful which path you choose.
4: Don’t manufacture drama
Let drama come naturally, because in the travel genre, it undoubtedly will! You don't need to go hunting for it. Instead, try to focus on the positive wherever you can, as much for your own sanity as anything else. Both you and your audience will quickly tire of manufactured, fake drama. It’s much better to go with the flow and make the best of every situation. Stay entirely honest, though; if a delayed flight thoroughly annoys you, don’t be afraid to say so. That isn’t fake drama, it’s just everyday, relatable life!
5: Be patient with "slow-burners"
Some videos simply take more time than others to find their audience. Don’t be discouraged if an episode you are incredibly proud of completely bombs in its first week. There isn’t a single creator alive who truly understands the inner workings of the YouTube algorithm, however hard they try to pretend they do. On the bright side, this mystery means you will occasionally see a less impressive video completely fly off the shelves. Enjoy the unpredictable journey, and never, ever delete a video based solely on its short-term performance.
6: Engage with your audience intentionally
I well remember the days when I could personally reply to every single comment. Those days will inevitably pass as you grow, and it becomes physically impossible unless you plan to sit at your laptop 24 hours a day. However, do your absolute best to read and ‘heart’ as many comments as you can. Viewers understand that they won’t always get a written reply. I try to sit at my laptop for the first couple of hours after a video goes live. This is a great way to is hi to the first viewers (and bots tend to comment early too, so it’s a perfect opportunity to block and report them!)
Managing the Comments Section: The internet can be a toxic place, but if you are doing things right, the vast majority of your community will be kind, friendly, and encouraging. A positive comments section is a massive asset to your channel. Keep it tidy, and be sure to block spam, scams, or blatant trolling the second you spot it. As a general rule of thumb, if you get a nasty comment, think to yourself ‘would I accept someone speaking to me like this face-to-face in the street?’ If the answer is no, don’t feel bad about removing the comment or blocking the person completely. You are making your channel a nicer place for everyone else by doing it.
7: Always deliver value
At the end of the day, your video is a product like anything else people consume. Your audience will come to your channel for many different reasons: to learn something new, for pure escapism, or perhaps because your voice helps them wind down and relax. The best way to cover all bases is to ensure you are giving genuine value in what you share. Your content may be free to watch, but never forget the hidden currency your viewers are spending: their time. We are all busy people, and your video has to earn its place in someone’s day.
8: Never delete your old content
Resist the temptation to hide your early days, even if the footage is irrelevant now or makes you cringe. In school exams, we were always told to ‘show our working’, and that’s exactly what your old videos do for your channel. They trace your learning curve, and nobody is going to judge you today based on how your videos looked years ago, even if your style and subject matter have changed beyond recognition. I’m the first to admit I don’t watch my old videos, but I would never delete them. They are quiet, foundational pillars from the beginning of my journey and deleting them can cause the algorithm to register a sudden, damaging drop in overall channel views.
9: Do what you want, not what you think you ‘should’
If you are starting a channel tomorrow, focus entirely on making your actual content slightly better every single time you edit. Don’t get distracted by the superficial noise. Take it from my experience: you do not need a fancy animated intro, you don’t need a snazzy camera, you don't need a merchandise store, and you don't need business cards or a customised logo plastered over your car. Just focus on the basics. Nothing else will help your journey more.
10: Walk the walk, don’t talk the talk
Be very careful about what you promise regarding your channel's future schedule; your audience will hold you to it. You might be super excited about a spectacular future itinerary and burning to share the plans, but try to hold back. It is infinitely better to drop an unexpected, brilliant video out of nowhere than to talk about a trip for months, only for it to be cancelled due to factors completely out of your control. Surprise your audience rather than failing to deliver. This is a mistake I’ve made quite a few times, and in the end it just piles on the pressure. None of us need that!
Thanks for taking the time to read through my thoughts on the process of making YouTube videos. I hope you took something from it. Now get out there and start filming, this platform needs some new blood :)