YouTube is 20 years old, yet many brands and big creators still haven’t figured it out. This week, Kaya Yurieff and Jasmine Enberg look at why YouTube is so hard to crack and focus on one of the platform’s most debated topics: packaging, including thumbnails and titles.
You’ll hear from Portal A’s Zach Blume on why thumbnails should be treated like movie posters, and Don Lemon on why he embraced clickbait on YouTube. The Chicago Bulls’ Luka Dukich shares how YouTube became one of the team’s top content priorities, and YouTube’s Kim Larson explains why the platform’s biggest creators are true students of the business. Kaya and Jasmine also share what they’ve learned in their first year on YouTube.
Plus, YouTube strategist Hudson Matter unpacks why his consultancy, Next Wave Media, takes equity instead of retainers, and why he doesn't think exclusive streaming deals are worth it for most YouTubers. He also reveals the one change that tripled daily views on his dad Jordan Matter’s channel, which now has 38 million subscribers.
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