In Short
Creating YouTube content takes time, it can be a real time suck. If you’re busy doing that then it’s taking your focus off being the best you can be in the audio industry. YouTube is not the magic bullet to a career that some think it is, in fact it may end up killing you career before it’s even begun!
In Depth
We've been blogging since 2008, some time later we established a YouTube channel.
At the start, we didn't use YouTube due to the lack of HD video support and we wanted to share screen cap videos to show how to use Air plugins and Pro Tools. However, HD arrived and we’ve been using it since. In that time we’ve accumulated over 154,000 subscribers, uploaded around 2,000 videos, resulting in over 35 million video views.
I don't believe YouTube is a bad thing. In fact, I recently had a positive experience using YouTube to fix my dishwasher. Last week, our dishwasher started making an awful noise. I quickly searched for a local dishwasher repairman, found one with excellent reviews, and reached out to them. The repairman diagnosed the issue as a faulty heat pump (over the phone should I add), which would cost around £300 to replace. However, he recommended against spending that money and advised buying a new dishwasher instead. We resigned ourselves that our dishwasher was beyond repair. But, just before purchasing a new one, I decided to look for the YouTube channel of the dishwasher manufacturer. To my surprise, I found a short two to three-minute video titled "How to Check for Dishwasher Blockages." I followed the instructions, discovered a broken wine glass fragment lodged in the pump, causing the noise. Removing it fixed the problem. YouTube saved me hundreds of pounds.
I find YouTube to be an incredible resource. During lockdown, I even learned how to build a guest bedroom by watching YouTube videos on carpentry and other skills, although I still think plastering is a dark art.
Why People Make YouTube Content
Let's discuss the three reasons why people end up on YouTube.
The first is the desire to help others. I want to thank those who genuinely create content to help others. It’s the reason I started this blog. In 2008, while participating in the Avid DUC forum, I noticed people complaining about the lack of help for using the AIR virtual instruments. No one was offering to help, so I decided to try and help, the rest is history. If you're on YouTube to offer solutions, then that’s great, there are too many people in the world who find problems but don’t consider they may be the solution.
The second reason is exposure. Good luck with that, getting noticed on YouTube is a huge challenge. Think about and event like the Super Bowl. There are tens of thousands of people in the stadium, all shouting at the top of their voice, but only the person with the microphone gets heard. YouTube is like a massive video Super Bowl, and most of us are just part of the crowd, our chances of being heard are slim to zero.
Standing out becomes increasingly difficult on YouTube, especially with clickbait-style thumbnails that have become commonplace. Once that style of thumbnail was unique, now every thumbnail looks the same. If you're seeking exposure, it's an uphill battle, even with hundreds or thousands of followers.
The third reason is money. Although some YouTubers make substantial incomes, they are the exception rather than the rule. Similar to streaming platforms, we're often deceived into thinking that exposure equals success and money. However, the reality is different. It's incredibly tough to build a sustainable career solely through YouTube.
I recently watched a couple of videos on a new product and noticed one individual who posted a video titled "Why You Shouldn't Buy This Product." Two months later, they uploaded a follow-up video admitting they were wrong. Each video lasted 45 minutes. Considering how challenging it is to create videos, I estimated that the creator either hastily recorded and uploaded them or spent half a day producing the content. That time could have been better spent improving their skills as a beatmaker, composer, or dialogue editor.
A Second Career
If you spend all your time building a YouTube channel, you won't have time to develop your skills as an audio engineer in music production, composing, creating beats, or growing your post-production audio skills. I understand the challenges of making videos. It takes me hours to set up, record, edit, and upload a video to YouTube. That time could be better spent honing my skills.
Hang on a minute! Why would someone like me, with a large YouTube following, suggest that you shouldn't spend your time making YouTube content if it’s such a bad idea?
Think of individuals like Rick Beato, Warren Haurt, or Dave Pensado. They have already established their careers. And me, I'm 56 years old, which may seem ancient to many of you. I've worked in the music and post-production industries for several decades. I'm also fortunate to have published music, which means I receive royalty checks twice a year.
Focus Makes Perfect
For those of you just starting out, trying to build a career in the industry, I want to advise against relying too heavily on YouTube. Spending time creating content for YouTube, which is already over saturated with content, means diverting your attention away from improving your skills, getting gigs in studios, and learning from experienced professionals. You risk losing focus.
Each moment you spend pursuing exposure or income on YouTube is a moment you could have used to become a better audio engineer, composer, or any other specialization.
Focus is crucial, and attempting to do too many things simultaneously prevents us from excelling at any one of them.
This article is about making a choice. Do you want to be a YouTuber and influencer, or do you aspire to become the best audio professional you can be? If it's the latter, I urge you to reconsider investing your time in building a YouTube channel and instead dedicate yourself to mastering your craft and making a significant impact in the audio industry.