For many YouTube creators, building a community around their content is often confined to the platform itself. They rely on likes, comments, and subscriptions as the primary indicators of their channel’s growth and success. However, it’s becoming evident that creators need to look beyond these metrics and the platform to solidify and grow their brand. A newsletter is a tool that can help creators do just this.
What is a Newsletter?
In essence, a newsletter is a digest of content that you send out to an email list of subscribers. It can contain updates, news, exclusive content, promotional offers, and more. Today, newsletters have become a powerful tool for building an engaged community, reinforcing brand identity, and generating income. As a result, they’re used by businesses, influencers, and, increasingly, YouTube creators.
The Benefits of a Newsletter
A newsletter allows creators to connect with their audience more intimately, directly, and regularly. While a YouTube comment can often be lost in a sea of responses, a newsletter directly reaches your subscribers’ inboxes, creating a one-on-one connection. This personal touch can foster a more loyal community of followers who feel closely connected to your brand.
Newsletters are also a great way to provide additional value to your audience. They can offer exclusive content, behind-the-scenes looks, or early access to new videos. Doing so can enhance your relationship with your followers, providing an additional layer of connection beyond your YouTube content.
Moreover, newsletters can open up new avenues for monetization. Whether it’s through promoting merchandise, offering exclusive paid content, or working with sponsors, newsletters can provide a substantial income stream.
Finally, one key advantage of newsletters is that they provide a certain level of independence from the whims of YouTube’s ever-changing algorithm. You have direct access to your audience without the mediation of the platform’s algorithmic decisions.
Starting Your Newsletter: Steps and Considerations
If the benefits above resonate with you, starting a newsletter might be the next step in your content creation journey. Here are some steps and considerations:
Choosing a platform: Numerous newsletter platforms are available, each with unique features. Some popular ones include Mailchimp, Substack, ConvertKit, and Sendinblue.
Content: Think about what you’ll include in your newsletter. It should provide value and align with your brand identity on YouTube.
Building your email list: Start by promoting your newsletter on your YouTube channel and other social media platforms. Consider providing an incentive for signing up, like exclusive content or early video access.
Consistency: Like with your YouTube channel, the character is critical. Regular updates (whether weekly, biweekly, or monthly) can keep your audience engaged.
Avoiding Common Pitfalls
Starting a newsletter isn’t without its challenges. Here are a few pitfalls to avoid:
Overloading content: While providing value is essential, sending too many newsletters or stuffing them with content can overwhelm your subscribers.
Being overly promotional: Although newsletters can be monetized, they should primarily provide value to your audience. A newsletter that feels like one big sales pitch can lead to unsubscribes.
Starting a newsletter as a YouTube creator can help you deepen your relationship with your audience, diversify your content offering, and even create an additional revenue stream. It’s a powerful tool that can complement your YouTube channel and provide resilience against platform changes. As a creator, considering whether this could be the next step in your growth journey is worth considering.