Why Logan Paul is a Genius (His New YouTube Strategy)

[00:02] fan of log and Paul his content just isn't my style it's always been too fast-paced with way too many things breaking from my liking kind of after it

[00:16] back in 2017 I remember thinking to myself that's the end of him anyway there is absolutely no way he's coming back from this and well looks like I was seeing more and more Logan popping up in my recommended his views and subscribers

[00:31] to investigate and dig a little deeper into the secrets behind his comeback Logan Paul might actually be a genius when it comes to YouTube and in this video we're going to break down what he has done to turn things around and grow

[00:44] his channel to over 21 million subscribers love him or hate him if you certainly has a lot of lessons we can learn from welcome to a Logan Paul YouTube masterclass so if you're new to this channel I like to analyze

[00:58] bottom of how they've grown their channels I've covered the likes of mr. beast and david dobrik in the past who were two creators who pretty much take care of controversy so why have we picked Logan Paul this time around use

[01:11] the word controversial yes just so you know I am an ex controversial youtuber know I am an ex controversial youtuber that's you see I think Logan's story AK issue and it actually gives us smaller youtubers a lot of really important

[01:25] one point was the fastest growing youtuber in history in 2017 he was grown by millions of subscribers a month and at the absolute peak of his popularity he made that video in the Japanese

[01:39] forest and this channel began dying throughout 2018 and even into 2019 he dislikes on every video and he even hit a low point of Chrome by just thirty thousand subscribers in one month that may still seem like a lot but remember

[01:54] this guy was sitting up to two million subs for a month in 2017 his channel was so interesting is how he has managed to completely reverse this downward trend he grew by 400,000 subscribers last month which was the most in two years

[02:08] dislikes and if you browse through any of the social media posts people seem to be really liking this guy again very few youtubers ever come back from such a sharp decline somehow his logo managed to build the second wave of

[02:21] forget about what he has done in the past what's changed I've even seen some people accusing him of buying likes and subscribers what's really going on here well through my research I've broken Logan's recent success into four factors

[02:34] let's get to the bottom of this the first factor behind Logan's comeback is how he is beating the YouTube's algorithm again so as I mentioned back in 2017 Logan had his content on lock he used clickbait titles and thumbnails

[02:47] to rack up the views and made really long vlogs to make sure his watch time was through the roof this was almost like a hack back then you made people click then spend most of the video fluffing it out and only covering what

[02:59] thumbnail for a minute or two at the end of the video but today there's a big difference in how logo presents his videos let's first take a look at this video back from 2017 I mean where do we start with this the title isn't all cups

[03:13] making a big claim that he's bought his brother his dream truck with the word extra dramatic yeah when you actually watch the video the truck was rented and about 90% of the video was unrelated to the actual topic don't get me started on

[03:27] the crazily overdone thumbnail with the neon highlighting Logan was quite this video and let's be fair it was working if we move forward to how he presents his videos in 2020 it's a complete contrast the titles he's using

[03:41] general they're less in your face he his caps lock stuck on maybe his keyboard was just broken before or maybe be shouted at all the time also the thumbnails he's using now are

[03:55] much more minimal he's not using crazy highlighting or big text to try to screenshots from the actual video footage which I really like it just seems more authentic so why the change was it just because Logan wanted to make

[04:08] more mature content that didn't see him as spammy and annoying that's probably a big part of it but the truth is the YouTube algorithm has changed too and the new content Logan is creating is perfect first he's still beating the

[04:21] algorithm he's just found a better and more authentic way to do it as I've about two factors more than anything else the percentage of people clicking the video when it's in their feed and watch time

[04:34] average user watches of the content however recently the algorithm has been geared towards promoting what YouTube described as quality watch time these combat tech base if you think clickbait is bad now you should have seen it a few

[04:49] years ago basically now YouTube really care about viewer retention and they use delivering what it suggests it does from the thumbnail and title if a lot of don't stay around for a long time clicking off early YouTube will mark

[05:04] this video down and push it to less people so now you can see why these super in-your-face videos Logan used to make are no longer as effective getting people to click is still very important but it's now just as important to make

[05:16] sure they stay for a high percentage of the video I really recommend going into your YouTube analytics and having a look at the video retention rate if you minute or so of your video this shows people who are interested by your thumb

[05:30] actual content if your graph looks like a reasonably straight decline throughout and has a watch time of over 40% that's a really good sign these are too real videos here that I made the top one got 18,000 views the bottom got two million

[05:44] paying attention to this stuff really works been there done that I know now all content and his new content is how long his vlogs are which brings us onto

[05:59] Logan packs a punch with his content almost all of Logan's new videos are around 4 to 7 minutes long this is a huge shift away from the 15 minute plus vlogs he used to make and let me explain why it's working to his advantage so

[06:13] your first instinct might be to say hold on I thought watch time was important so surely longer videos are better this is a mistake I see so many small youtubers make and I've certainly made it in the past myself yes YouTube like

[06:25] watch time but as I've stated retention has become so important them so if you're making 15 or 20 minute videos and they're full of filler and unrelated content it will probably have a watch time of like 20% but if you look at

[06:38] much content in - four minutes and 20 seconds his higher so ask yourself which one is see it is it's about finding a sweet point how can I get watch time but also

[06:53] keep people engaged and make them stay around for the whole video Logan has realizing that the attention span of his viewers is probably quite low in his new videos he tries to pack in as much entertainment as possible for example in

[07:07] this video in five minutes he manages to park in a car accident him making tik-tok videos I'm building a duct-tape bridge which was really entertaining I bridge which was really entertaining I can't like the point I'm making here is

[07:30] have made this video into two different videos I'm probably made them 15 minutes each fitting them with random content to buff up the watch time he's realized crucial to make engaging punchy content that is only as long as it needs to be

[07:45] that's not to say about any means the longer videos don't work anymore I mean mr. V's videos are always 15 minutes plus and he's doing all right I just think the different types of content need different video lengths for

[07:57] regular vlogs work best when they're between 4 and 10 minutes long challenge videos tutorials reviews or any longer form discussion videos usually are best then the over 20 minute video is for the

[08:11] videos or really paid-- challenge videos I think it's really important to find content and Logan certainly has done that so this is how Logan has changed

[08:23] doesn't matter if you've got the best strategy on YouTube if people don't like you it's irrelevant and that brings us on to our third factor Logan Paul has been humbled the one good thing that came out of the Japan incident was it

[08:37] don't cross and I think it's actually made him a better person since that incident he has definitely had an attitude shift this was also helped by actually really brave step when you think about he's shown a much more

[08:51] inviting people to come on challenge him a lot of youtubers try to Logan is taking ownership and facing his criticism head-on of course as the ksi fights as well he may have lost but I feel like this was almost redemption for

[09:06] although the fights were controversial I think everyone has to respect the balls it took to get in the ring and risk having a career ended I think a redeveloped Logan as a person that brought him back down to earth now I'm

[09:19] by no means saying he's perfect now he definitely stood as an ego but he's much is more respectful of other people this shows in his videos he uses a lot of self-deprecating humor and doesn't take himself as seriously anymore I'm

[09:34] addicted to tic toc now become a green screen for tic toc I've gotten my nose pierced for tic toc and unfortunately I'm doing tick tock dances kind of what chick talks at home of courage and I'm happy to be there and this transitions

[09:50] with someone nicely to our last factor Logan has realized the importance of doing good drama is still and always will be a big driver behind attention on YouTube but positively and being a decent human being is making a comeback

[10:02] earlier I said Logan has taken a leaf out of David or Brooks book when it came to his new vlogs well I think he's definitely taken inspiration for mr. positivity now I'm not saying Logan is some charitable flanch offense - we

[10:15] lot of conscious efforts to do good recently and help other people Logan really is a great case study and had to come back from a controversy we problem with youtubers is they're broadcasted to millions of people

[10:29] to redemption now while I won't be turning into a maverick anytime soon them which is something I never thought I'd say thank you so much for watching long you probably enjoy my content so hit that subscribe button

[10:45] 97% of people who watch my content and subscribes which has to be some sort of record also a lot of people ask where I get my music for my videos from I use a download copyright free music from YouTube but it's a bit risky these days

[10:58] up for free to try it out in the description below I'll also leave the you can always cancel if it's not for you but if you're a creator I think you thanks for watching this video and I'll see you in the next one

[11:11] see you in the next one [Music]