I was grateful for comments made here and in some emails sent to me about Thursday‘s video, which people seemed to appreciate. Yesterday's was appreciated in a different way: as I write it is heading for 100,000 views.
There were also a number of comments made suggesting that the quality of our videos is increasing. That's pleasing, because we are putting a lot of effort into the process, and we have made a number of changes.
Recently, I have abandoned my attempt to do all our videos without a script. This worked for a while, but I began to realise that this was only possible on a limited range of subjects. There was also a very real risk that, on occasion, I wandered off subject or into diversions that did not help the viewer follow the argument. As a result, I am now preparing notes in advance of recording so that I follow a structure that I have set out for myself before we begin. They are only bullet points, but they really do help.
That means that I am, necessarily, now recording the videos using a teleprompter, which always feels slightly surreal, because it puts a distance between me and the lens, which is where I always imagine you, the viewer, to be. However, I just have to get over that fact.
It also means that it is slightly harder to see Thomas, who is not above indicating to me that he thinks something needs to be redone, even during the course of a recording. However, the good news is that the notes appear to have significantly increased the accuracy of my delivery to camera, and that is saving editing time. It looks like more preparation will pay dividends.
The odd consequence was that over the last few days, we had to revert to using a lavalier microphone because I could not hold a clicker, to forward the teleprompter, and a microphone at the same time, even though we have found that the handheld microphone you will see in recent videos appears to deliver the best audio for my voice.
That problem has also now been solved. I now have a foot pedal to work the teleprompter, and it has taken almost no time at all to get used to that. The result of this will be, I hope, better videos.
We are not, however, stopping there. Apart from noting all those suggestions that readers here have made of late, we have also sounded out other opinions. Time and again, people ask me to either do a podcast with one other person or a series of interviews with other people. These things do, however, take a lot of organising, and both Thomas and I have been fully committed.
That said, Thomas is finishing another major project that he has been engaged on in the next week or so, and as a result, we will look at this again, and, for all those who have asked, we have been in discussion with Gary Stevenson‘s team. There are no promises that anything will happen as a result, and as anyone who watches his channel will know, he is currently taking a break, but we will see what happens when he returns.
We've also been asked to discuss why and how we produce the videos, and videos of this type are incredibly popular on YouTube, so we might do that. However, how we might differentiate these from the mainstream videos that we produce is something that we have not, as yet, decided upon. We are not keen to launch another channel.
Finally, all the above being noted, a question that we keep asking ourselves is whether or not all this effort (and a lot of effort is involved) is worth it. There are days when it is easy to think that a video that we have put quite a lot of effort into has not done as well as we would wish. In our case, this usually means that it has only been watched by between 10,000 and 20,000 people, which is lower than our average.
To contextualise this, I did some research and discovered some YouTube viewership data. Apparently, only 12% of videos on YouTube are watched by more than 1,000 people. Given that we now almost never get fewer than 10,000 views on a video, we were surprised by that. In effect, every video we put out is well into the 90th decile of YouTube videos.
That data showed that only 0.7% of all YouTube videos get watched more than 100,000 times. More than 10% of our videos fall into this category, and we have had one that has been viewed more than 1 million times, with several more getting quite close to that figure. In the last four weeks five videos have been bowed more than 100,000 times, with two of them approaching 300,000 views and one exceeding half a million.
Maybe we're not doing so badly after all, but we will keep trying harder, because this remains, at its core, a lot of fun to do, and a great way to reach people. And does that work? About 10% of people who watch our videos tick the boxes to indicate whether they like or dislike what we do. Around 98%, on average, suggest they do like our videos, and the comments (and there are a lot of them) are overwhelmingly positive. That's not bad, I guess.
I never expected social media creation to become my job. I am glad it is.
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I can see at least three reasons to persist.
You enjoy it (it seems!) and others enjoy it too. You are reaching a wider audience than this blog and its grizzled veterans (speaking about myself).
And the viewers are hopefully learning something, or at least having their preconceptions challenges, which can only be good.
But hopefully is it not just for clicks and giggles, or for education.
Is it cutting through and changing the political agenda? I guess you need to go where the people are, which is YouTube or Instagram or TikTok or wherever. If it gets you and the content attention, from the media (Radio 2, etc) and politicians that can only be good too.
Perhap inevitably I don’t always agree. But do keep up the good work.
I think this my my best hope of cutting through to the political agenda.
I love the challenges in creating video (most of the time). But the aim is to shift the agenda. There is no other reason for doing it in the way we do.
I read you posts and I do not tend to watch the videos so it’s nice to get an idea of the work that goes into them.
However, I have noted the new ‘svelte’ you – free of buns and biscuits – well done.
I am 8kg down….
Thanks
KUTGW!
(‘Nuff said)
🙂
Thank you for sharing these insights into your creative process Richard and the impressive reach of your videos. It’s evident that your dedication and thoughtful adjustments are resonating with a wide audience.
Reflecting on the metrics you’ve mentioned—such as view counts and positive feedback—I wonder if you’ve noticed any personal psychological effects associated with these numbers. Specifically, have you observed moments where the anticipation or realisation of high engagement metrics leads to a sense of reward or motivation?
This curiosity stems from research into how our brains process positive reinforcement. Studies have shown that receiving positive feedback, like likes or shares, activates the brain’s reward system, particularly areas associated with dopamine release . This neurotransmitter plays a crucial role in how we experience pleasure and motivation.
While these dopamine-driven responses can enhance motivation and reinforce productive behaviours, there’s also evidence suggesting potential downsides. For instance, over-reliance on external validation from metrics can lead to decreased intrinsic motivation and increased stress or anxiety when expected feedback isn’t received . Moreover, the cycle of seeking validation can become habitual, influencing content creation choices and personal well-being.
Given your transparency and reflective approach to content creation, I’m interested in your perspective on this. Have you found strategies to maintain a balance between valuing audience engagement and preserving your creative autonomy and well-being?
Thank you again Richard for your contributions and for fostering such engaging discussions.
I have no evidence to support it but I am confident that what you are doing on YouTube is working and your videos are having an effect on the way people think. I suspect that a lot of people’s reactions are, if only internalised, ‘I didn’t know that’ or ‘I hadn’t thought of looking at it that way before’ etc etc. At an absolute minimum I think you are getting people to be more critical and to think for themselves. Are you reaching enough people to make a difference? Who knows but one can only chip away and monitor developments
I hope you are right
The videos are excellent – I much appreciate your work in both blog and YouTube – many thanks!
The viewing figures are a triumph.
(I sometimes watch the (uber centrist) ‘Oh God What Now’ YouTube podcast, and they only occasionally get over 1000 YouTube views (usually around the 500 views mark), which is startlingly low for a very slick production (slick studio and New Statesman rotating journalists!). Perhaps their (very low) viewing figures are saying something!)
I am staggered how many good productions get so few views.
Shifting the agenda has historically come through collaborative effort of people in a coordinated communication, with a shared understanding/ meaning.
The current political system rewards status quo and inertia , and new Labour exemplifies this, over 100 years it’s been absorbed into hegemonic power.
(If voting worked they wouldn’t let us have it.)
CMM theory describes the hierarchy of power, FtF and similar are implicative forces, weaker than the downward contextual forces of established economic and political power, implicative forces can have effect overtime and when they gather.
https://proceduresonline.com/trixcms/media/8543/coordinated-management-of-meaning.pdf
I like the idea of a project with Stevenson, I hope this and your book will cut through, and add to our implicative forces.
And thanks to Thomas too 🙂
I applaud you, Richard!
You are really beginning to cut through. There is no doubt your work is beginning to make a difference to the narrative and the landscape of political economy in the UK.
‘Not bad’ – enough of this understatement! You’re doing a great job of making your hard work and experience into videos that will spread further than your blog.
It sounds complicated with foot pedals and such. Your digressions are always interesting, but I think you are wise to use your bullet points to reach a wider audience, as new viewers will likely appreciate the focus. Thank you for graphics of all sorts, they are apt and not too frequent – suits my brain!
Brilliant videos, I’m so glad I found your blog and channel in these strange times which I find are often leaving me speechless.
The graphics are Thomas’ work.
Thanks
What is the video with a million+ views?
Congratulations on a video with a million+ views!
https://youtu.be/HRAfLJiH0qA?si=mfUO1ojL8HbqI9Om
So much media work is preparing the ground. Building awareness and trust. Quality of content is what really counts. That can be seen from average viewing figures. The extreme highs and lows can be the quirks of algorithms! The potential of the broader platform you are building week in, week out, should really show as and when your new book is ready to launch. Yet’s hope so.
I’ve also noted the step change in the title graphics – they communicate authenticity.
That will be some time away as yet – I should think at least 18 months, maybe more.
I have shared a few videos with friends in The US, Italy and France, and with some specialist reporters I know. I hope they might pro-actively look at some others and spread the word.
I find the blog and the follow up comments a very good way to get myself thinking in the morning. I’m pleased I have participated, and thank Richard and Thomas for providing intellectual and political stimulation daily.
Thanks
I don’t normally watch You Tube or other videos, as I thought I didn’t have time. Reading transcriptions enables one to speed read and have more control over time it takes. I’ve just watched the video the link to which you give above. It was really really good. I’ll have to give up TV and watch you instead. Thanks you you and Thomas for all that you are doing to make a difference.
Thanks
Appreciated
And we’re now a lot better than that.
Fourth paragraph from the end – “90th decile”? Quite an achievement! 🙂
Seriously though, well done, and as RobertJ would say, KUTGW!
Thanks
I usually read your posts, but I have recently started watching some of the videos and I think they are very well constructed, informative and engrossing.
I hope you keep doing both and I believe that you are both educating us and also making a social difference that is badly needed.
Thank you.
Thanks