Mike Greenfield he’s always been passionate about cooking, but he didn’t expect that passion to lead to a career on YouTube. Only thanks to a hugging change did Mike establish his own voice and really connect with his fans. We had a chance to chat with Mike to learn about his perspective on his popular channel, Pro Home Cooks, and his winding path to YouTube success.
Before Pro Home Cooks, there were the Brothers Green Eats
At first, Mike and his brother Josh posted on Vimeo the first iterations of their self-produced cooking show. Mike had a simple goal; I wanted to organize a cooking program. And thanks to the quality of the production and the charming dynamics between the brothers, the people of Hungry Channel took note.
The Hungry Channel was part of an experimental initiative aimed at establishing more professional YouTube channels. The goal was to increase the production value of the programs hosted on the platform and therefore increase the overall view of YouTube. The Brothers Green ended up producing three seasons of “Midnight Munchies” for Hungry Channel. The show was aimed at college students with satisfying snacks that they could make themselves, even with little space and resources.
However, the opportunity was short-lived.
“One of the ways these channels didn’t work was that they put so many personalities,” Mike said.
Think of the food web, with a series of shows hosted by a different chef. This is what worked on television, after all. On YouTube, however, the tactic was not so well received. Fans had their favorites and wanted more consistency between the different shows. When funding for Hungry Channel finally ran out, Mike and Josh weren’t sure what would come next. The couple decided to try to take their Hungry channel fans to a new outlet: The Brothers Green Eats.
“We were able to attract maybe about 25,000 fans,” Mike said. “It was a small boost, but it really started from scratch.”
The beginning was a bit hard, but over time, the duo adopted the change. Slowly, they went from shooting iPhones to more professional production equipment and the production value of the channel increased accordingly.
For years, Brothers Green Eats continued to offer home cooking techniques accessible to their YouTube viewers. During this time, the brothers also began to explore their own individual interests and passions. As each of them grew, it became clear that the Green brothers would not last forever.
“Cooking was a passion [Josh], but I don’t think he wanted to pursue his professional career here, ”said Mike. “While for me, cooking was always my passion. Cooking and cooking shows and inspiring people to be in the kitchen. “
Mike tells us that the main challenge of moving away from the Brothers Green Eats brand and towards Pro Home Cooks was to establish their intentions in the YouTube space.
“I didn’t have enough answers at first,” he said of the decision to take over and change the name of the Brothers Green channel.
Without the influence of his brother, Mike had to decide how he wanted to present his brand.
“The biggest change for me,” Mike explains, “is that I’m really focused on what Pro Home Cooks is.”
Rediscovering the passion for home cooking
Mike sums up the Pro Home Cooks channel concept like this: “You don’t have to be a cook to be a great cook.” He says this idea had been percolating for a while behind the scenes of the Green Brothers content.
“What I started to realize was that my true passion lies in home cooking – providing food to my family, my friends, and the people around me,” Mike said.
At the same time, Mike realized that he had something unique to offer in the culinary and education landscape.
“When I looked at the industry,” he said, “there were still a lot of leftovers from chefs and restaurants.”
Instead of focusing on restaurant-style fare with tricky, tricky recipes, Mike wanted to make Pro Home Cooks a handy resource for anyone who wants to cook better meals at home.
“When you become a better cook at home,” Mike said, “you need different skills and a different thought process.”
Throughout the history of the Brothers Green channel, up to the creation of Pro Home Cooks, we can see the emphasis on simple, accessible ingredients and achievable results. Today, the channel hosts countless videos on meal planning, food preparation and other creative ways to do it stay ahead in the kitchen.
“The content has shifted completely to home cooking,” Mike said, “and how I can improve people’s perspective on it.”
Change is hard
Before committing to the change, Mike wasn’t entirely sure the brand change would work. In the end, however, he decided that it was necessary for the channel to continue and for him to grow as a creator.
“Change is tough,” Mike said. “My view of change is that we humans need change to survive. But we also resist, and we often hate it. ”
“Change is hard. My way of seeing change is that humans need a change to survive. But we also resist, and we often hate it. ”
Mike admits that when he first changed channel direction, he received some resistance from existing subscribers. It is always a risk to change the focus of an established channel. Viewers signed up to see more content of the same type, so it’s inevitable that some will unsubscribe when that content changes. Luckily, the switch between the Green Brothers and the Pro Home Cooks was not drastic. Content did not change as much as concentrated more.
“Slowly,” Mike said, “I gained more confidence and got a new audience.”
Evolving as a chef and video producer
When it comes to making videos, Mike does pretty much everything himself. However, he gets help with editing and animations. In the future, he would like to further grow his production team. The overall goal is to continue to grow and evolve as a creator. That’s why Mike is looking to move to a new, larger studio.
Even before YouTube, Mike always had an eye for photography and specifically for photographing food. This skill has greatly helped to establish the striking aspect of the channel.
“I’ve always loved taking pictures of the food I prepared and sharing it with people,” Mike said.
Other than that, Mike had been involved in large-scale television productions and had used that experience to guide him in producing and sharing his own videos. Overall, however, it was a slow, steady evolution, which improved the process and production value with each video.
“That was really part of the growth,” Mike points out, stressing the importance of growing, changing, and improving as a creator.
Mike advises aspiring YouTubers that “it’s really valuable to know a little bit of everything.” He explains that being able to fulfill various roles reduces production costs. This makes the channel more sustainable overall. Thinking of the Hungry Channel, Mike points out that “the productions were too big and the finances didn’t make sense: they ran out of money.” According to him, on YouTube, speed and efficiency are vital to keeping a channel running.
The evolution of Pro Home Cooks
Like most creators, Mike is always looking for new content ideas for his channel. Sometimes he spends time specifically brainstorming. But often, ideas will seem to come to you out of nowhere. It can be running or walking or in the kitchen cooking by itself. Whenever inspiration comes out, he knows how to take advantage of it and integrate this idea into a future video.
Mike soon realized that the kitchen niche is quite competitive. That meant he had to be more creative in the way he presented his content.
“I had to learn to tell better stories,” he said, saying that’s what really keeps viewers engaged.
For Mike, it’s all part of the evolution process:
“The goal is for me to be more and more true to myself, because I think if you want to do it on YouTube, you have to be unique,” Mike said. “And everyone is unique. But the most difficult thing is to find it in yourself and express it ”.
Change leads to growth
When it comes to YouTube, Mike’s advice is clear.
“The only way to find success is if you really tune in to who you are as a creator, what you’re passionate about, and how you express it,” Mike said.
“This is the mission of Pro Home Cooks,” he continued, “that everyone has their own expression of cooking. Ultimately, it’s about connecting to their own expression in the kitchen.”
The same goes for the creators of YouTube.
“The more you connect to your own expression, the more successful you will be,” Mike said. “Because it will be unique.”
Finally, Mike stresses the importance of embracing change.
“If you constantly connect to yourself, that means you have to change,” Mike said, “because you change constantly: that way you’ll keep people engaged.”