The Minimalist YouTuber

The Lessons of Under Optimization

(A gift for you: FREE Video Marketing Masterclass)

What do all three of these channels have in common?

They all do significant views per video and have a clearly defined theme to their content. But that’s not a serious differentiator.

What jumps out to the YouTube Optimizers is how stripped down their production process is.

• They have no custom thumbnails.

• Their videos have basically no editing.

• The pacing is relatively slow.

What does this mean about Video Marketing in 2024?

One take is that people are sick of the Over-Optimization (read: Mr Beast-ification) of YouTube. Hyper engineered thumbnails, attention-retaining editing, and strategic design.

A portion of aspiring creators will follow the latest trend of “what’s working” and start producing their own minimalist/authentic/raw videos.

I think this severely missed the point.

YouTube is insanely big. The platform has over 2.7 billion active users.

720,000 hours of video are uploaded to the platform daily. Users consume 1 billion hours of videos on YouTube every day.

 This is just one of thousands of stylistic niches that have found an audience.

The ‘trend’ is that gurus, marketers, and Twitter threadbois are noticing it and posting about it.

The people who push this are distracting you from the fact there are so many different types of viewers who all want different things, the platform is so big there isn't one “trend” that rules it entirely. 

The head of the YouTube algorithm sees things similarly.

But let’s go back to these accounts and really try to break down their success.

Something else will jump out to you besides their stripped down style.

These people are exceptional.

Sam Sulek is a .1% bodybuilder AND an extremely articulate speaker AND has an elite level of self-discipline.

Dr. Campbell has multiple degrees AND has lectured on science and medicine for decades AND has been making videos since 1991.

They can ‘get away’ with not investing in production because they already have multiple outlier traits to help differentiate their videos.

So, if investing in your video’s production seems daunting, then there is another way. Just spend a few years becoming genuinely exceptional in 2-3 other areas of your life.

You can also watch our FREE Video Marketing Masterclass and take your videos to a whole new level this 2024.

Good luck,