In episode 3 of the YouTube Masters, Satchell Drakes, who has worked with brands such as Nintendo, Nike and eBay, (not to mention, was also a YouTuber on the board of the Internet Creator’s Guild), talks about how empathy for your viewers is a driver of effective and impactful communication.
Read on to discover Satchell’s ideas on how to make your audience feel that you are really interested.
Have you ever tried to search for a recipe or tutorial, and after two minutes you find yourself unnecessarily scrolling through an entire blog, only to find the section related to what you searched for on Google?
He will say: How to make real butter at the top. All you do is read seemingly endless announcements and an account of the author’s Sunday date with his friend who inspired his epiphany for brewing. And you’re like, “Why is the Internet like this?” Did you find what you needed? Finally.
My name is Satchell Drakes and I make a living. I hosted Forbes in its Games and Science department, a YouTuber on the executive board of the Internet Creator’s Guild with Hank Green. I was lucky enough to pursue my dream of being an online designer, filmmaker and creator. It has put me in a position to work with teams that, from childhood, were critical to shaping my imagination.
Empathy for the viewer
Get great joy by being visually oriented and running things focused on photography. It’s natural that you want to share ways to get the sharpest image. But in reality, what has been the most invaluable centerpiece of all these cosmetic components is empathy for the viewer. I think empathy is the driving force to communicate well because you start everything in the skin of the people you talk to.
If you don’t have them, you don’t have your audience and no one will make you worry. But if you do, it’s hard for people not to notice. The platform algorithm you are currently on is constantly changing and not worrying about you. It cares about getting the highest CPM for the end result of a technology monopoly. This is not a top secret knowledge.
You can do your best to play ball with the chase of the cat and mouse. Humans are platform agnostics and data is cold in a way that people are not. If the recipient people care about you, they will follow you on any platform. This is quite demonstrated in the traditional media. It’s the difference between having a viral video and a community channel.
Sense of place
There’s only one thing that rewards general algorithms: it’s worth worrying about anyway, and it’s the retention of viewers, which is the time someone constantly looks at something. Don’t make them jump or even touch the game bar. Try in your scheme to develop cadence around the cards that help people know where they are. Overlays with chapter markers, even adding an hourglass countdown, would be pretty radical.
At some point, I learned that we never lose by making it clear to the viewer what we need to share thoroughly. Unless we tell a poetic story or convey fine art in an indirectly intentional way, constantly examining the parts of your script that meander or can make someone touch their foot tends to be purely positive.
We have three opportunities to do that and they are really worth it. It is before, during and after. First with a chapter marker or preface, during the actual explanation, and then in a conclusion where we can remind people why we organized our video essay the way we ordered it.
If you like deeper reading material, William Strunk and EB White’s The style elements it is a thin book that will help you a lot. Here’s the incentive: If you’re direct about your content, you’ll be able to easily apply for likes, subscriptions, and bell clicks, and people will pick you up.
For two reasons, one: you gave them what they needed in advance, which people like. One two: you gave them in advance what they needed, so you have their attention and time to ask for favors.
I would like to talk about the multimedia kit for just a second. This is the introduction, the logos, the transitions, the credits. There is a beauty in the restraint needed to know that you have something strong. There’s plenty when it comes to minimizing presentations and presentations if you don’t do a Saturday morning cartoon show.
One general principle I use to stay in control is to let the concise messaging of what you’re communicating be what you show more than a comprehensive media kit.
Here is the YouTube grid as it is. Here is all the space your job can take up. I want to break it down into the essentialist elements here. When it comes to design, I find it important to lean on color theory to get attention, but also to let your people know where you are.
For YouTube, color blocking is your best friend. Neon colors appear. Coordinate shows with specific colors and fonts. Play in the environment where you are. You could call this game the system, but I say it with your own eyes. This is the playground where everyone is. I’m not saying make your thumbnail problematic with a capital letter title.
These are four affordable zero-dollar means to do something that people can bring together. These are the things I find valuable. They’re not as exciting as buying a lens: I’ve bought too many lenses and none of them arrive before you meet your people.
Of course, I don’t trust myself and am very inclined to overwhelm people with warnings, such as “Take it with an eighth grain of salt” or “This may not be your case for use on its own,” etc. I think I will leave you with this discernment to decide what to take and what to leave.
If you check it out my YouTube channel, you will probably find that I have not followed each of these tenants. At least once, and that’s the point. I played and I went here, and it will play and land exactly where it makes sense to you. These are my warnings, this is my permission, go out there and be happy.
If you liked this article with Satchell Drakes, check out our second episode of YouTube Masters with which we chat Becki and Chris on how to tell a story. And to see more episodes like this, make sure you do subscribe to our YouTube channel.