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As a Creator Partnerships Manager at ThoughtLeaders, I have worked on hundreds of brand-creator sponsorships and have helped dozens of creators grow their channels.
For creators on YouTube, understanding your niche is important for building and maintaining an audience. However, creators are creative beings! They want to experiment and try new things. The challenge is in balancing this experimentation with the needs of your established community.
Last month, I worked closely with a creator who focuses on wrestling gaming content - specifically, WWE 2K content.
He posts every single day and has built an authentic community of fans of WWE 2K content. So he thought, why not start posting more general wrestling and industry content about WWE as well?
So he tried it. For almost a month, he posted this new type of general WWE content on his channel, thinking it would help gain views and grow his channel.
That is NOT what happened.
Not only did the WWE content underperform, but his RPM was also negatively impacted by this decision. This isn't trivial, as he's a full-time content creator, a father, and a husband. A cut to his income was disappointing.
After strategizing, we decided to start a new channel focused on more general WWE content.
We made a small revenue projection to understand the financial impact of this transition. We took into consideration the opportunity cost of not posting on the monetized channel and the maturity period of at least a month for the new channel to start generating RPM.
It wasn't an easy decision.
His main concern was the tradeoff between posting new content on his current channel (which is already monetized) or starting a new one from scratch. His other concern was having to generate even more content consistently.
The results after 10 days were AMAZING for the second channel.
Now, my friend Matt has two channels, each with a different audience. Although they seem similar, they are distinct, and the best approach is to provide each audience with the content they want.
As Creative Partnerships Manager, Alan Kronik helps creators partner with the best brands. He has also worked on hundreds of YouTube sponsorships, helping both brands and creators grow their business.
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