One of the key elements to success on digital platforms like YouTube is engagement with audiences. Without a strong connection to fans, creators can’t expect to efficiently grow their reach, message, or even quality of content. And no one knows that better than Maker Studios‘ Chief Audience Officer Chris Williams.
At Maker, Williams’ job is to grow the network’s audience across the globe through strategies like partnerships and network development. With over 55,000 creators, Maker routinely pulls in ten billion video views per month. While Williams can claim some responsibility for helping Maker achieve those numbers, a lot of the credit can also go to Maker talent partners who work tirelessly to create content worthy of their fans’ support, trust, and continued attention.
Along with several members of this Maker talent (including Bart Baker and Timothy DeLaGhetto), Williams will host a panel called “Your Audience Is Listening… And Talking” at Stream Con NYC on October 30 to discuss audience engagement. Here’s a sneak peek of what Williams and the Maker talent will cover:
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Tubefilter: Why is it so important for digital creators to understand and connect with their audiences? What’s at stake here?
Chris Williams: The relationship between an online creator and their audience is so interesting to observe because it’s truly unique to this space. There’s a level of access that really doesn’t exist outside of the digital realm. There is a two-way conversation taking place—and when a creator successfully connects with an audience, many times that community genuinely feels they have a “stake” in the success of that talent which can lead to even more engagement and connection, and ultimately more success.
TF: What are some things creators can do to get to know their fans’ wants, preferences, quirks, etc.?
CW: I think one of the best ways to build a relationship is to keep the lines of communication open. Each creator is unique in terms of their personality and the kind of content they create, and so is their audience. It’s important to be an active listener during interactions with viewers.
TF: How about interacting with them? What are some of the most efficient yet rewarding ways for creators to connect with audiences?
CW: Being present, especially in the wake of a new content upload. Comment sections are one of the easiest and most meaningful ways for a creator to connect instantly and directly with their audience. Other social media touch points (likes, follows, favorites, re-tweets) are also impactful. Nothing compares to face-to-face interactions though that fans can experience at events like StreamCon or VidCon or even independent meet-ups – those exchanges are hugely rewarding.
TF: How can an audience steer the direction of a creator’s goals and content? When (if ever) can this turn into a problem for the creator?
CW: The reason why digital is such a dynamic place to create is in many ways because of the instant feedback that can come from a video upload. You frequently see creators reaching out to ask what their next video or theme should cover and what topics their audience wants to discuss. They ask direct questions of their viewers in an effort to engage and open a dialogue. For formats that make sense, you should be actively soliciting responses from the audience that influence the content.
For example, every episode of Epic Rap Battles of History, one of the most viewed formats in digital, ends every episode with the question “Who won, whose next” which inspires hundreds of thousands of fans responding in the comments every episode. Ultimately, as a creator, it’s up to you what kind of content you produce and put on your channel. I think it’s important to also always honor your own voice and stand behind the kind of content you’re distributing on your channels.
TF: What are some guidelines for creators looking to connect with their audiences while also keeping their communities a safe place to interact?
CW: It’s always a good idea to try and be as inclusive as possible – you want the members of your community to feel like they belong, so they can in turn welcome others.
TF: How do you and Maker help to facilitate a healthy and positive creator/fan interaction and environment?
CW: Maker encourages our creator partners to honor their creative impulses, supporting them in their efforts to create engaging, fun and innovative content every single day.
You can hear from Chris Williams and other online video and streaming leaders at Stream Con NYC. Tickets start at $97.50 for fan weekend tickets; you can purchase them here.
