100 Million Subscribers

Source : Rishi Sidhu on Medium

Night Media follows two rules:

  1. Only take on people who want to make a business, not just a YouTube channel
  2. Insane growth

Night Media is a talent-management firm for influencers. It helps influencers stay connected to their following — as well as grow this following rapidly. Night Media is different from other talent-management firms in the way it takes on its clients.

Reed Duchscher founded Night Media in 2015. To date, it has only 10 clients. Each of those clients, though, has a follower count in the millions.

Night Media was born out of his bedroom almost five years ago. It has over 1 billion views a month across its 10 clients, each with subscribers in the 8-10 million range. Each of these clients, however, was not a big name in the not-so-distant past. What was so special about these clients that drove Night Media to work with them?


Philosophy

1. Family-friendly

Night media’s philosophy is to enable family-friendly content only. Some might think this might hamper growth, but Night Media believes in clean content.

For example, Preston aka PrestonPlayz is a trailblazer in the YouTube gaming culture. Preston’s family-friendly, age-appropriate approach entertains the younger crowd and sets their parents at ease.

He started creating content at the age of 14. Preston has since become one of the most popular and recognizable faces on YouTube — with four YouTube channels and 300 million viewers per month.

2. Entrepreneurs not Vloggers

The next biggest mantra of Night Media is to work with people who want to build a business out of their social media channels. They routinely reject client requests from people who have a huge social media (~50 million followers) following but have no interest in turning that into business.

For example, MrBeast runs a number of ventures apart from his social media channels. One of his recent efforts was to create a collaborative fundraiser that managed to raise $20 million U.S. before 2020 to plant 20 million trees.

He also runs his apparel chain with a variety of clothing lines.

Night Media rejects people with the following qualities:

  • Who make content to make money
  • Who don’t have engaged and active subscribers (active subscribers click every new video and watch all of it)

3. Know thy clients

Night Media spends anywhere between 30 and 90 days getting to know each of the clients — so much so that towards the end, they get assimilated into the families of their clients.


What Makes a YouTuber Succeed?

Duchscher believes creators need to work on four things:

  1. A good title: This is what makes the users click.
  2. An understanding of how YouTube works: This may seem counterintuitive, but understanding not only the mechanics of YouTube but also analyzing the data of what works is important.
  3. Switching it up: A channel must regularly release videos with varying content under a single theme.
  4. Returning users: Get people to watch the whole video and come back.

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