On The Podcast: What’s the pot of gold at the end of a creator’s aspirational rainbow? Podcasts.

By 03/18/2022
On The Podcast: What’s the pot of gold at the end of a creator’s aspirational rainbow? Podcasts.
Photo by Ana Cruz on Unsplash

FYI, Tubefilter has a podcast.

It’s hosted by our very own Joshua Cohen (that’s me) and Lauren Schnipper. Subscribe to Creator Upload on Apple Podcasts. We’re everywhere else, too. Just go to CreatorUpload.com. And we’re now also brought to you in part by the global creator company Jellysmack

Logan Paul has 23 million subscribers and over 5.8 billion views on his main YouTube channel. He’s averaging something like 40+ million views a month whenever he posts videos, and then something like 10 million views a month when he doesn’t post videos. And Logan doesn’t post videos a lot. At least not recently. Here’s his upload schedule over the past few years:


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  • 2022 Uploads to date: 4
  • 2021 Uploads: 6
  • 2020 Uploads: 105
  • 2019: Uploads: 82

Logan’s Impaulsive podcast has 3.7 million subscribers on its main YouTube channel and over 472 million views. The Impaulsive Clips channel has an additional 1 million subscribers and over 473 million views. Together, the channels average something like 40+ million views a month whenever they post videos that pop off, and then something like 17+ million views a month when they post videos that don’t. The Impaulsive channels post a lot of videos, too. Here’s the combined upload schedule over the past few years:

  • 2022 Uploads to date: 132
  • 2021 Uploads: 707
  • 2020 Uploads: 716
  • 2019: Uploads: 266

I’ve just run the numbers here for Logan Paul and Impaulsive, but you’d find similar trends with other high-profile YouTubers who have been on the churn-out-YouTube-videos grind, but are now sitting comfy in their podcasting chairs.

Making YouTube videos is very hard work. You need constant content fueled by (hopefully) innovative creative ideas and organized by a lot of production and post-production logistics. Making podcasts isn’t not hard. There’s certainly a level of skill and charm required to maintain an audience and/or guest’s attention with the sound of your own voice powered by your own thoughts. It’s just not as hard. You have a standard set. You book a guest. You hit record. You talk. You lightly edit (or, if you want to be fancy, you mediumly edit by cutting to different stationary camera angles you’ve setup). You post. And then you can even edit the recordings again into an exponential number of clips to post, too.

That structure and consistency is appealing. That’s why the numbers above look the way they are. If you were Logan Paul and amassed a sizable audience, would you want to try to plan and produce vlogs like “Trapped With My Girlfriend At -2020 Degrees” every few days? Or would you rather have individuals you find interesting (like Tony Robbins, Arnold Schwarzenegger, or Howie Mandel) meet you at your home or an agreed upon location to have an informative and engaging recorded conversation? If you’re still on the fence – which you aren’t – note that you can still film those vlogs or whatever other videos you want, but now you can do them whenever you want instead of once a week, a couple times a week, or every day.

With this in mind, it makes a lot of sense as to why YouTube is reportedly paying up to $300,000 to podcasters to have them post videos of their podcast on the platform. YouTube wants to be a home for creators for every part of their creative trajectory – at least the parts of which can be filmed on video. They launched Shorts to capture creators early on in their carers, plus be a home to the ones that just dig short-form content. There’s your standard YouTube for the regular-form creators. And now there will likely soon be a YouTube.com/podcasts hub under Kai Chuk for the creators who have always been podcasters, as well as the ones who have realized it’s an aspirational goal – in terms of outlets, lifestyle, and finances – for their creative endeavors.

You can hear me talk about all this  and more on Creator Upload. Check it out and listen to Lauren kinda be wrong because she disagrees with me. You can subscribe on Apple Podcasts or whenever you listen. You’re going to dig it.

Jellysmack is the global creator company that powers multi-platform social media growth for video creators, media companies, brands, celebrities, and its own online communities (Beauty Studio, Oh My Goal, Gamology, House of Bounce and more).

The company’s proprietary technology optimizes, distributes, and promotes video content, resulting in meaningful audience growth and increased revenue in record time. Jellysmack is currently partnered with hundreds of talented creators including MrBeast, PewDiePie, Like Nastya, and Bailey Sarian.

Looking to Go Bigger on social? Visit jellysmack.com.

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