A few days ago, somebody noted that they enjoyed seeing me play the piano online, and I gave a jumbled nonsensical reply about trying to master YouTube, which is at once the truth but not nearly as effective as just saying, “Why, thank you!”
Everything I’ve been doing over the past 4-6 months online, personally, has been about trying to figure out which platforms I could possible master, which I’d want to master and which I should just forget about, personally, not professionally. With work, there are platforms such as Instagram and Twitter that I need to conquer for work purposes, but I’m especially passionate about YouTube.
But, damn, is it a grind these days.
When I started in 2007, it took me a while, and then it kind of blew up. And then I stopped making videos after YouTube started cracking down on cover songs. It’s like my willingness to execute is never matched by a vision for where the platform is going — and in this case, as of March 18, 2018, I’m convinced that YouTube is the new gold rush.
It’s where stars will be made.
It’s where businesses will be made.
It’s where experts will be made.
Even beyond FaceTwitaGram, YouTube is the platform where I’d tell an ambitious person to start their quest. It’s important to do the others to the extent that you can, but YouTube has the biggest upside. Just my opinion.
But I sure have gone nowhere the past six months, although it’s not for lack of trying.
I tried vlogging some piano tutorials.
I tried vlogging about Big Brother.
And I’ve tried doing some personal vlogs.
Oh, and I’ve done more covers of pop songs, old 80s songs and whatever I can knock out pretty quickly, trying to replicate some success I had last year with The Weeknd’s “I Feel It Coming,” which garnered me 13,000-plus views and probably accounted for most of the 100 or so new subscribers I’ve gotten over the past year.
Branching out hasn’t been the answer so far.
So I’m returning to the original niche that propelled me in the late 2000s: smooth jazz or contemporary (c-jazz). When I uploaded “Step To It” in 2007, I had no idea it would soon exceed 160,000 views. Of course, I attribute that mostly to the great sax work of Oklahoma City’s own Chris Hicks. However, I’ve had a modicum of success with other instrumentals.
And I go back to what Gary Vaynerchuck always says about documenting the journey. Well, this is my journey, kind of back to square one in terms of narrowing my scope of YouTube production back to smooth jazz, some covers and personal vlogs, most of which will probably have something to do with music.
I also decided to put a little money behind what I’m doing, so I set up a few $1-per-day ads on four of my most popular songs. I’m not that well versed on what makes a particularly successful AdWords campaign, and the AdWords system doesn’t let me target nearly as narrow as I’d like. For this campaign, which stretches over four songs, I’m only able to target “music lovers.” There is no “likes smooth jazz” selection, although I might be able to associate some demographics with that tendency.
For now, I’m just gathering data and telling you what I’m doing.
Oh, and I figured out how to add a watermark to all the videos on my channel. That was pretty easy, although I’m not sure how effective it will be. And last but not least, here are the songs I’ve put money against. We’ll see how they do after a couple weeks.
And I’ll report back.
“Step To It” by Ryan Welton featuring Chris Hicks
“Nocturnal” by Ryan Welton featuring Chris Hicks
“Cool Like Kelsey” by Ryan Welton
“Vibe” by Ryan Welton featuring Eric Montgomery