I) Definition and variables

A channel offering is the specific and unique type of video content that sets a YouTube channel apart from others. The channel offering is a combination of various elements, creating the channel’s recognizable identity. It’s essentially the unique combination of different variables that make your channel into what it is. Here’s a list of the many variables that can be combined to create a unique channel offering:

-Topics: The type of topics covered on the channel -Video Length: This can range from short-form videos (under 8 minutes) to long-form content (20 minutes or more).

-Frequency and Quality: Channels can focus on producing high-quality videos with fewer uploads or prioritize frequent uploads with sufficient quality.

-Narrative Structure: This involves decisions about using linear or non-linear storytelling, single-focus or multi-perspective narratives.

-Video Tags: The fundamental classification of content based on established content types and target audience expectations. Some examples: Comedy, Drama, Horror, Action, Fantasy, Sci-Fi, Food, Travel, Fitness, Music Video, etc

-Video Format: Describes the visual and structural approach to filming the content, essentially how the video looks and flows. Examples: documentary, vlog, animation, live stream, interview, tutorial, reaction, POV, slideshow, screen recording, montage, cinematic, narrative storytelling, short film, etc.

-Video Concept: Refers to the core idea or type of content in the video, detailing what the video is aiming to accomplish or communicate. Examples: educational, entertainment, compilation, tips and tricks, top 10 list, hypothetical scenario, reaction, recreation, review, analysis, let’s play, daily life vlog, unboxing, challenge, prank, tutorial, podcast, how-to, social experiment, behind-the-scenes, DYI, etc.

-Target Audience: Defining the intended audience helps tailor the content to their interests and preferences.

-Tone: The tone can vary from formal, humorous, dramatic, inspirational, suspenseful, light-hearted, serious, nostalgic, informative, energetic and calming

-Voice: Channels can use voiceovers, on-camera hosts, or a combination of both.

-Editing Style: Editing choices influence the pacing, transitions, fonts, color palette, and overall visual aesthetic.

-Footage: This includes the quality and uniqueness of the footage, use of graphics, custom animations, text overlays, and other visual elements.

-Audience Interactivity: The level of audience involvement can be enhanced through community-driven content, calls to action, and engagement in the comments section.

Here’s an example from my channel. If you ever lack inspiration for how to make unique videos, use the full list of variables and create a unique combination. Your unique combination of these variables is what makes for a unique channel offering. Compare yourself to your competitors to make sure your channel offering stands out. If you’re not unique, you will not stand out.

Unique Entry Barriers

In addition to the above, certain unique entry barriers can significantly contribute to a channel's distinct offering. These are factors that are difficult for other creators to replicate, such as:

-Personality: This is a key differentiator, as it includes the creator's unique style, charisma, and authenticity. Think about PewDiePie’s personality and how it has shaped his channel

-Experiences: Personal or professional experiences that provide unique insights or perspectives.

-Skills/Expertise: Specialized skills or knowledge in a particular field. Think about Cristiano Ronaldo and his new YouTube channel that has gained insane results. He has an expertise/track record that only 1 person in the world (Messi) can challenge.

-Resources: Access to specialized equipment, locations, or other resources that enhance the content. For example a video about a 100 million dollar mansion (exclusive resource).

-Partnerships: Collaborations with other creators or experts that bring unique value to the channel. There are examples of Minecraft YouTubers appearing in Mr. Beasts videos that have gained thousands of subscribers from scratch based on their appearance.

-Early Access: Access to pre-release information, products, or experiences. For example, Marques Brownlee often gets the first access to new tech products.

-Cultural Access: Insights into a specific culture, community, or way of life.

-Locational Access: Access to unique or exclusive locations.

If you have access to a unique entry barrier, and you have the optionality to use it in your content, do it. The more unique entry barriers, the better. This is not a must, but a huge plus. It will give your channel far better competitive ability.

II) Why a consistent channel offering matters

A consistent channel offering is very important for building a loyal, engaged audience and maximizing long-term success on YouTube. When viewers understand what to expect from your channel, you’re more likely to attract regular subscribers that watch and engage regularly.

Here's why a consistent channel offering matters:

• Converting First-Timers to Loyal Fans: A consistent channel offering helps convert new viewers into dedicated fans, rather than "inactive" subscribers who watched once but never return. By consistently delivering the type of content that initially attracted them, you increase the likelihood of turning casual viewers into long-term supporters.

• Minimizing Inactive Subscribers: When you change your channel offering too frequently, viewers who initially subscribed for a particular type of content might become inactive when your focus shifts. This can lead to a channel with a high subscriber count but low views per video, as your content no longer appeals to a significant portion of your audience.

YouTube Recommendation Algorithm: The YouTube algorithm tries to recommend videos that align with viewers' previous viewing habits. A consistent channel offering helps the algorithm categorize your content and recommend it to viewers who have already demonstrated interest in similar videos. This optimizes your results in the algorithm in a very positive way.

Note: This is a complex topic, but very important to understand. It’s covered in more detail in this blog post.

III) Strategies for Maintaining a Consistent and Unique Channel Offering

• Define your channel variables and compare with competitors: Identify the variables that define your channel. This provides a framework for creating content that remains consistent while allowing for some variation and exploration within those boundaries.

• Experiment cautiously: While trying new things is important, make sure any experiments align with your established channel offering. Don't drastically deviate from the content that your audience expects and enjoys.

Note: The importance of a consistent channel offering varies depending on your YouTube strategy:

• Traditional content creators: For creators aiming to balance passion with sustainable revenue, a consistent channel offering is important for building a loyal audience that supports their long-term growth and monetization efforts. This means traditional creators should be careful with using trends, as it can often attract viewers who are only interested in a passing trend rather than your usual content (these viewers become inactive subscribers).

• YouTubers practicing YouTube automation: While consistency matters for automation channels, they should prioritize short-term views and capitalize on trends even if it means a trade-off for their long-term audience. Their focus is on maximizing revenue during a trend's lifespan, even if it leads to a shorter channel lifespan.

It’s covered in even more detail in this blog post.