You're Overthinking The Algorithm (Thomas Frank Interview)

Understanding the YouTube Algorithm

In this section, Thomas Frank discusses his knowledge of the YouTube algorithm and how it works.

The YouTube Algorithm

• Thomas knows Todd, who runs the YouTube algorithm, and has learned a lot about how it works.

• The information about the algorithm is not secret or arcane; it is quite obvious if you don't overthink it.

Introduction to Thomas Frank

This section introduces Thomas Frank and his background as a YouTuber, podcaster, and author.

Background of Thomas Frank

• Thomas Frank is a YouTuber, podcaster, and author who helps people be more capable and productive.

• His main channel "Thomas Frank" has nearly 2.5 million subscribers and over 160 million views.

• He has been on YouTube since 2006 but started taking it seriously around 2014.

Starting on YouTube

In this section, Thomas talks about his start on YouTube and his focus on college success content.

College Info Geek

• Thomas started as a college success blogger with his blog called "College Info Geek."

• He provided advice on how to be a better student and excel in college through blog posts and eventually a podcast.

• "College Info Geek" is now one of the most popular college advice websites with over 400,000 monthly visits.

High Production Value Videos

This section explores Thomas's inspiration for creating high production value videos on YouTube.

Inspiration for High Production Value

• Thomas was inspired by other YouTubers outside of the college niche who were making high-quality videos.

• He followed influencers like Pat Flynn and Fizzle, who were big in the online business space.

• Thomas also watched YouTubers creating video game content, such as Cat Icarus and Satchel Drakes, who had well-edited and thoughtful videos.

Creating a Second Channel for Notion Content

This section discusses Thomas's decision to create a separate YouTube channel for his notion content.

Notion Content on a Separate Channel

• In 2020, Thomas started producing more educational content on Notion, a task management and note-taking tool.

• He decided to create an entirely new YouTube channel called "Thomas Frank Explains" for this specific content.

• The new channel already has nearly 80,000 subscribers and almost 3 million views.

Initial Decision to Use YouTube

This section explores Thomas's initial decision to use YouTube as his video hosting platform.

Choosing YouTube over Wistia

• Thomas initially wanted to create video content to shake up his blog but was unsure where to host the videos.

• He considered using Wistia, a paid hosting service with features like email capture on the player.

• However, he ultimately chose YouTube because it was free and had discoverability through its algorithm.

Pivotal Decision for Success

This section highlights the significance of Thomas's decision to host his videos on YouTube.

Impact of Choosing YouTube

• Hosting videos on YouTube turned out to be a pivotal decision that contributed to Thomas's success as a YouTuber.

• If he had chosen another platform solely optimized for video hosting like Wistia, his growth might have been different.

• Many influencers in his industry hosted their content on platforms like Wistia initially but eventually transitioned to YouTube.

These notes provide a comprehensive overview of the transcript, highlighting key points and insights from Thomas Frank's discussion. The timestamps are used to link to specific parts of the video for easy reference.

Flynn's Transition to YouTube

Flynn discusses his transition to YouTube and how it changed his approach.

Changing Approach for YouTube

• Flynn was already in the middle of a couple of projects when he started focusing on YouTube.

• He experimented with different techniques and improvements in each video, aiming to get 1% better every time.

• He had promised his audience a free PDF on how to get better grades, which ended up becoming a full book called "10 Steps to Earning Awesome Grades."

• His business model for the next two years involved making weekly videos, improving their quality, and offering the free book as an incentive for signing up to his email newsletter.

Leveraging Affiliate Income

Flynn explains how he used affiliate income from blogging to support his content creation on academic success without having to sell expensive courses.

Using Affiliate Income

• While in college, Flynn wrote a post on building a WordPress website that ranked highly on Google and generated passive income through an affiliate program.

• Instead of focusing on selling expensive courses, he saw this as an opportunity to create valuable content on academic success without charging students.

• He wanted there to be a high-quality YouTube channel dedicated to studying techniques similar to Vlogbrothers or Crash Course.

Delaying Adsense Activation

Flynn explains why he delayed activating Adsense until reaching 100,000 subscribers.

Delaying Adsense Activation

• Coming from a blogging background, Flynn focused on optimizing email opt-ins rather than monetizing through ads.

• He believed that showing ads at the beginning of videos might discourage viewers from watching till the end and signing up for his email newsletter.

• However, after a conversation with a friend who mentioned that ads were just part of the YouTube platform and didn't affect his viewing experience, Flynn decided to activate Adsense.

• Overnight, he started making a couple of thousand dollars per month from YouTube ads.

Introduction to Creative Elements Channel

Flynn introduces his new YouTube channel, Creative Elements, and encourages viewers to support the channel.

Introduction to Creative Elements

• Creative Elements is a brand new YouTube channel where Flynn conducts interviews with creators.

• He requests viewers to like, comment, subscribe, and share the videos to support the channel's growth.

• Although it's a new channel on YouTube, Flynn has been conducting creator interviews for over two years and has more than 100 interviews available for listening.

New Section

The speaker discusses the lack of discoverability and shareability in podcasts compared to other forms of content, such as videos. They also mention the unique ability of podcasts to hold listeners' attention for a long time.

Discoverability and Shareability of Podcasts

• The speaker highlights that podcasts lack discoverability and shareability compared to visual-based content like videos.

• Creating snippets or clips from podcasts can be a way to increase discoverability, but watching real videos with scripting and skits is more engaging for viewers.

• Visual content tends to be more popular than audio-only podcasts due to its scan-based nature and ease of sharing.

Podcasts as Relationship Deepeners

• Despite the challenges with discoverability, podcasts have an uncanny ability to hold listeners' attention for a long time.

• The speaker mentions video-based podcasts on platforms like YouTube that are guest-based and have gained popularity through interesting guests or celebrity hosts.

New Section

The speaker discusses their business structure, which initially consisted of two main components: the college info geek side and the Thomas Frank side. They later split these components into separate entities and added new projects like Notion-related content.

Business Structure Evolution

• Initially, the speaker saw their business as having two main parts: the college info geek side and the Thomas Frank side.

• Over time, they realized that limiting themselves to being solely a college blogger was not ideal, so they gradually separated these aspects into separate entities.

• Currently, they have a head writer who handles all writing tasks for College Info Geek while focusing on their own YouTube channel under the name Thomas Frank.

Expansion into Notion Content

• In late 2020, the speaker became interested in Notion and started creating niche content around it as a side project.

• Initially, the intention was to explore the potential of building a niche channel and potentially offering courses or templates related to Notion.

• The speaker launched "Thomas Frank Explains" in 2020 and gradually released videos alongside their main channel content.

• They eventually created premium templates like "Ultimate Brain," which generated significant income, surpassing their initial expectations.

New Section

The speaker discusses the rapid growth and success of their Notion-related projects, particularly the launch of "Ultimate Brain," which now generates over $100k per month.

Rapid Growth of Notion Projects

• The speaker describes how their previous ventures (blogging, podcasting, YouTube) had a slow evolution compared to their recent success with Notion-related content.

• There is a high demand and cultural interest in no-code tools that allow for customized workflows.

• Initially considering it as a side project, the speaker realized the immense potential and fun they were having with creating Notion content.

Success of "Ultimate Brain"

• The speaker launched "Ultimate Brain" in April and it quickly gained traction, generating over $100k per month in revenue.

• This success surpassed their initial goal of earning an extra $3k per month from this project.

• The rapid growth indicates a pent-up demand for no-code tools and bespoke workflows.

New Section

The speaker reflects on transitioning from full-time sponsored videos to focusing on building something more substantial. They discuss the importance of knowing what they are building beyond helpful content.

Transitioning from Sponsored Videos

• The speaker previously focused on creating sponsored videos full-time for five years but reached a point where they questioned what they were building beyond helpful content.

Building Something More Substantial

• While sponsorships provided most of their income, the success of their Notion-related projects made them realize the potential for building something more substantial.

• The speaker acknowledges the rapid growth and cultural interest in no-code tools, which has contributed to the success of their recent ventures.

Timestamps are approximate and may not be 100% accurate.

Channel Architecture and Content Strategy

In this section, Thomas explains his decisions around YouTube channel architecture and why he created a new channel for his Notion tutorials.

Why Create Separate Channels?

• Thomas believes that when someone discovers a channel, they should be able to binge-watch the content. By having separate channels for different types of content or themes, viewers can easily find and consume related videos.

• He gives an example of discovering a creator who talks about fake gurus and scammers. After watching one video, he wanted to watch more from that creator. This binge-watching behavior is what creators aim for.

• Thomas wants to avoid overwhelming his main channel with hyper-niche and technical videos related to Notion. He wants his main channel to focus on general productivity content.

• From the perspective of viewers finding his videos, he wants them to see his dedicated Notion channel as the go-to resource for learning about Notion.

Strategic Overlap between Channels

• While the main channel is somewhat on pause during the focus on Notion content, there is strategic overlap between Notion and the products Thomas sells.

• Thomas ensures that all his content provides value on its own. He avoids creating videos where sponsors are necessary for understanding the value.

• For example, in a 48-minute video showcasing an ultimate brain template, Thomas includes every part of the template so viewers can build it themselves even if they don't want to buy it.

Pushing Viewers Between Channels

• Thomas uses call-to-actions in his videos to push viewers towards related channels or topics.

• The YouTube algorithm also recognizes related channels based on linking and recommends them more often to subscribers.

The Algorithm and Audience-Centric Approach

In this section, Thomas discusses how YouTube's algorithm works and emphasizes the importance of focusing on audience needs and interests.

Understanding the Algorithm

• Thomas mentions that he knows the person who runs the YouTube algorithm, named Todd. According to Todd, the algorithm's goal is to make its owner (the audience) happy.

• The algorithm brings content that it thinks the audience wants based on their interests and preferences.

• Instead of trying to understand the intricacies of the algorithm, Thomas advises creators to focus on understanding their audience and delivering what they want.

Audience-Centric Approach

• Thomas believes in prioritizing audience needs over algorithmic considerations.

• If a viewer shows interest in personal knowledge management, second brain concepts, productivity, and Notion, YouTube will recommend Thomas' channel dedicated to explaining Notion.

• By creating synergy between channels and covering related topics like GTD or PARA, Thomas can push viewers towards his Notion channel while still providing valuable content on his main channel.

Timestamps are provided for each section as requested.

New Section

In this section, the speaker discusses the concept of making products or resources free versus paid and shares their personal preference for making things free.

Making Things Free vs Paid

• The speaker expresses a strong inclination towards making everything free.

• They view money as a means to achieve optionality and pursue their interests.

• Money also allows them to support their team financially.

• The speaker cites Crash Course as an example of a channel that inspired them with its high-quality educational content available for free.

• They recall being hired by Crash Course to create study sessions, which they considered a significant achievement despite the low payment.

• The speaker's instinct is always to make things freely accessible to others.

• They mention Free Code Camp as another example of a platform offering extensive free resources, such as long video courses and exercises for learning JavaScript.

• However, they acknowledge the challenge faced by creators who need income to sustain themselves while wanting to provide valuable content for free.

New Section

In this section, the speaker reflects on the "jobs-to-be-done" framework and how it can be applied in various aspects, including product strategy and community building.

Applying the Jobs-to-be-Done Framework

• The speaker appreciates the jobs-to-be-done framework as a way to simplify understanding various aspects of business and product development.

• They believe that many things can be boiled down to identifying the job that a product or community serves for its users/members.

• Examples include understanding why people join memberships or communities and shaping product strategies based on these insights.

New Section

In this section, the conversation focuses on the speaker's tendency to make most things free instead of charging for them.

Preference for Making Things Free

• The speaker admits to having a strong inclination towards making things free.

• They find joy in creating valuable resources that can be accessed by anyone without financial barriers.

• However, they also acknowledge the importance of generating income to support their team and meet financial goals.

New Section

In this section, the speaker discusses their personal perspective on money and how it enables them to have freedom and flexibility in pursuing their interests.

Money as Optionality

• The speaker expresses their appreciation for money as a means to achieve optionality.

• They value the ability to choose how they spend their time, whether it's coding at a coffee shop or taking a leisurely trip to Hawaii.

• Money also allows them to provide better opportunities for their team members and help them achieve their financial goals.

New Section

In this section, the speaker shares their admiration for Crash Course, an educational channel that inspired them as a beginner YouTuber.

Influence of Crash Course

• The speaker recalls being inspired by Crash Course, which offers high-quality educational videos on various subjects taught by experts.

• They mention John Green teaching world history and Hank Green teaching chemistry and biology.

• The speaker considers being hired by Crash Course in 2017 to create study sessions as one of their significant achievements, despite the relatively low payment received.

• Their experience with Crash Course motivated them to create valuable content that they wanted to exist in the world.

New Section

In this section, the speaker highlights Free Code Camp as an example of a platform offering extensive free resources for learning programming languages like JavaScript.

Free Resources on Free Code Camp

• The speaker mentions Free Code Camp's YouTube channel, which provides long video courses on programming topics.

• They specifically mention a 19-hour data visualization course available for free.

• Free Code Camp also offers hundreds of JavaScript exercises that allow individuals to learn and practice the language without any cost.

• The speaker finds it remarkable that such valuable resources are accessible to anyone for free.

New Section

In this section, the speaker acknowledges the challenge faced by creators who want to make their content free but need income to sustain themselves.

Balancing Free and Paid Content

• The speaker emphasizes the importance of being strategic when deciding what content should be made free or paid.

• They recognize that creators often struggle in the beginning because they lack the financial stability provided by affiliate commissions or other sources.

• The speaker mentions web hosting as an example of a cost they had to consider when deciding what content to make freely available.

• They suggest finding a balance where most things are free, but there may be one nonessential aspect that can be monetized.

New Section

In this section, the speaker discusses their approach to charging for products or resources related to academic success and their experience with Skillshare.

Charging for Academic Success Resources

• The speaker shares their opinion on not wanting to charge for academic success-related materials since they believe such information should have been taught in school.

• They mention creating a Skillshare course as their first technically paid course but highlight a strategic hack behind it.

• Skillshare's offering of a free trial period aligned with the speaker's intention to provide access even if someone couldn't afford it initially.

• By promoting Skillshare's free trial, individuals could take the course without paying and decide whether they found value in it before committing financially.

Timestamps have been associated with relevant sections.

Focusing on Skillshare

The speaker discusses their actions related to Skillshare.

Actions taken with Skillshare

• The speaker explains that they did something with Skillshare.

Unfortunately, the transcript does not provide specific details about the actions taken with Skillshare.