Stop Treating YouTube Like Instagram

Most people treat YouTube like it’s just another social platform.
They outsource it, strip out their personality, try to automate it, follow whatever “formula” a guru sold them for viral hits, and copy the rare unicorns who got lucky.

It never works.

YouTube rewards people who make it their main thing. Not an afterthought. Not a funnel to push people somewhere else. The main thing.

If you’re serious about building an audience, YouTube should outrank Instagram, TikTok, LinkedIn, all of them. Those platforms are quick hits and shallow. YouTube is the foundation and deep. Videos that compound for years. Real leverage and influence. I know people who have videos from 5 years ago still paying them bank!

Here’s what that looks like:

1. Your face is the brand
   People subscribe to you, not your logo. If your videos could be made by anyone, you’re already in trouble. Lean into your unfair advantage. I also say to clients “You should make videos I can’t make, as I can Out-Google and Out-Youtube you every day of the week.”

2. Creative control is non-negotiable
   Even if you have a team, you lead the vision. You set the tone, style, and voice. You decide what’s worth publishing. If not, then it’s their content, not yours. Yes there are “rules” and frameworks that resonate, but still be you.

3. Analytics are your coach
   Don’t just look at view counts. Study retention graphs. See where people drop. Adjust your intros, pacing, and edits based on data. Data is my God and I live by the numbers. Once you master the analytics tab in Youtube Studio, you’ll feel like Neo in The Matrix.

4. You’re building a library, not chasing one hit
   One viral video won’t save you. A consistent library of valuable, watchable content will. Aim for 10-12 years of content and you’re in the right mindset.

One of my clients is proof. When we started working together, people asked why I’d waste my time. He was awkward on camera (like a frozen potato), had no unique insights, no following, but I saw the magic they didn’t. I saw the dedication to the craft and the right mindset. I saw him take ownership of the creative. I saw him treat YouTube like the main business, not a side project… and guess what… today it is the main business. He’s dominating with millions of views a month and $$$$.
The same people who questioned him? They’re asking me for his playbook 🤣

YouTube carries more message and influence than Instagram ever will. It makes more money too. Wayyyy more. I know more Youtube millionaires than Instagram ones. Instagram might get you likes today and your Mum might think you’re cool but YouTube can change someone’s thinking, build a loyal audience, and pay you for decades.

Just to also note - subs and views are not the main metric for Youtube. Some expert channels have tiny niche followings and small views but it leads to huge deals offsite. Depending on what your play is, Youtube’s got you.

Youtube is the winners playground and if you read this newsletter, it’s clear you are a winner and Henry Cavill lover, the one true Superman. I met Henry once, was a magical day I’ll never forget…

Until next week!

Bo.

PS. For all my s**t talk on Instagram, it is my safe haven for messaging and memes that should never see the light of day. A glorious unfiltered playground with your best buds.