and we have a YouTube channel called schmoyoho.

我是 Gregory 兄弟的 Evan Gregory

I think our channel has worked because

我們的 YouTube 頻道 名稱是「schmoyoho」

people love the music, they love our sense of humour

我們頻道成功的原因是

and there's something novel about what we make

觀眾喜愛音樂 我們的幽默感

and if we made each other laugh, our audience is gonna like it.

還有我們創新的影片

I think it's important for creators to evolve their content.

如果我們彼此能讓對方笑 相信觀眾就會喜歡影片內容

I think you can have a very successful year, two years, even three on YouTube

YouTube 頻道長久發展之計

doing one thing and doing it well.

創作者絕對需要讓內容與時俱進

Eventually, either you will tire of it or your fans will tire of it.

如果你在 YouTube 上把一件事情做到很好 或許你可以成功個

You should always be thinking about what the next thing is.

一年、兩年，甚至三年

Even if you don't choose to do that next thing

但是最後，你或你的粉絲 其中一方一定會感到厭倦

be thinking about what it might be.

所以你永遠都要思考下一步

So, when is the right time to make a change?

即使你不履行「下一步」 也得想想

We've done it based on many different variables over the years.

可能會有怎樣的結果

We definitely look at metrics to a degree.

至於適合做出改變的時機

Generally, we aren't in our metrics every day or every week

多年來我們都是根據許多 不同的因素來做決定

like I think some channels are.

我們當然會參考指標

And I think at times, that can make a channel too repetitive

但一般來說 不會像某些頻道緊盯著

it's like, "OK, we know our fans like this

每天或每週的指標

"so we're gonna make it again and again."

而且有時候，這可能 會讓頻道內容的重複性過高

We watch those end screen numbers pretty closely.

例如「我知道粉絲喜歡什麼內容

And we saw that people were much more likely to click

所以我要不斷推出類似的內容」

and then go watch another video

我們很留意結束畫面的成效

if we presented the catchiest part of that new video

我們發現 如果播放新影片的精彩片段

rather than dwelling in the happiness of the video they had just watched.

而非當前影片的歡樂橋段

And we've been really focused in the last year on CTR

他們會更願意點擊並 觀賞另一部影片

which is click-through rate

去年我們把重點放在 CTR 上

for certainly individual videos, but also series of videos.

也就是點閱率

But I think it's important to, at times, just sit back and say

包括個別影片和系列影片

"Why should I care that this got 100,000 views instead of 300,000 views?"

但我想有時候 你還是需要退一步想

You have to be able to get some satisfaction from your own creative fulfilment

「我何必在意這部影片的觀看次數 是 10 萬次，而不是 30 萬次」

and not just from external likes, from external comments.

你必須從自己的創作作品中 得到某種成就感

But also, just look at your comments

而非只看喜歡人數 或觀眾留言等表面要素

as a whole, as a list, as a data set, almost like your analytics.

你也可以用觀察數據分析的方式

That can tell you if a new video is working or not.

來看影片獲得的整體留言 就像一整份清單和資料集一樣

And for us, it's always been that balance of

你可以根據整體留言 判斷影片的成效

"What is our audience asking for or suggesting?" versus

對我們來說

"What do we wanna try? Is it a new medium? Is it a new type of video?"

我們總是需要在 觀眾想看或提議的內容

And striking that balance, trying to do both

和我們想要嘗試的新媒體和新影片類型之間 取得平衡點

has really contributed to our longevity over the years.

在這兩者之間取得巧妙的平衡

About once a year, we all get together

正是我們多年來長久發展的秘訣

and just talk about what we wanna focus on in the next year.

我們每年都會找一天坐下來

And it's a creative discussion and a business discussion.

談談明年的工作重點

The success can't come if you don't have the creative right.

我們談論創意 以及經營頻道的想法

You want to find something that you love doing

如果創意沒到位 成功也不可能隨之而來

and won't hate yourself for doing week-in and week-out

你必須找到自己喜歡做的事

and something that feels signature to you so that when people come back to it

就算日復一日地做同樣的事 也不會感到厭倦

they're not surprised that you've chased the next thing

最好是你擅長的事 這樣當觀眾回到你的頻道時

but that you've delivered something that feels familiar and fun to them

他們對於你選擇的下一步 不會感到太過驚訝

and it is what they expect on your channel.

他們對你的新內容也仍然 有熟悉感，同時又覺得有趣

There are billions of videos to choose from.

這就是成功的頻道發展

Millions of other wonderful creators that people can go watch.

觀眾可以從數十億部片中

But you need to understand that ups and downs are totally natural.

以及上百萬名優秀創作者的作品中做選擇

You're gonna have fans that stick with you

你必須瞭解 頻道數據起伏是自然現象

and if you can go back to what they love about you

你一定會有一批忠實粉絲

then you'll find another 'up' cycle again.

只要找出粉絲喜愛你的原因 並製作相關內容

You'll get back there.

你的頻道一定會再度發光發熱