YouTube Fantasy vs. YouTube Reality
A Look Behind The Green Curtain
As we kick off the work week, I wanted to address the BIG misconception that most people with YouTube channels are raking in the BIG BUCKS.
I routinely delete comments (and block commenters) about us “hawking” our shop “merch” on the channel. They’re “offended” likely because they think we’re making enough money off YouTube’s ad-sharing revenue to support a small country.
Bless their mess. But you can’t help stupid people.
There’s a (likely) reason YouTube encourages creators to promote their work: So they feel better about keeping so much. And so creators will keep making/posting content.
First off, there’s absolutely nothing wrong with earning money from creating videos. Some creators do in fact make A LOT of money, just from ad dollars. But we’re not in that minority. Yet anyway. So our YouTube channel is, in fact, just one way we support our creative habits and try to make a living.
DEETS + RECEIPTS
I love The Wizard of Oz as much as the next queen, but let’s be real—those yellow bricks weren’t gold, and that green castle was a matte painting. Similarly, behind the curtain of YouTube Studio (a channel’s “dashboard”), the reality is quite different:
The screenshots above don’t lie: If we’re lucky, an average video has made us ~$20 to date on YouTube. A myriad of factors affect this amount…and let’s just say that YouTube decides which videos make money and which don’t.
But what about Shorts? Oh, puh-leaze! They’re YouTube’s attempt to get people not to use Instagram and TikTok. Full stop. Our most popular short so far has made less than $3. Not enough for a cup of coffee at Starbucks. Despite this, I continue to post them because they help grow the channel.
Keep in mind that MANY of our videos have earned a lot less than $20. Only a handful have made more. Why some videos perform better than others is mostly a mystery.
MATH = HARD
While math might not be my strong suit, given that each video takes at least 3-4 hours to research, edit, post, and promote, it’s clear I’m not making anywhere near minimum wage from them. And this doesn’t factor in the costs of music licensing, home office utilities, and all the necessary tech required to make them.
In short, most videos lose money.
But here’s the thing: I love making these videos. While the crew sometimes pitches in, this is primarily my baby, my labor of love.
So, to anyone bothered by me “hawking” Art prints, T-shirts, Mugs, and any Other products I want, kindly find your way to the exit. (And don’t let the door hit ya where the good lord split ya! lol)
To all who have supported our shop to date, thank you. To all who might in the future, thank you for keeping us in mind. Every little bit helps me do work I love.
Cheers to a great week ahead…thanks for reading!
Clint
RELATED READING
THE STATE OF THE CREATOR ECONOMY – ASSESSING THE ECONOMIC, CULTURAL, AND EDUCATIONAL IMPACT OF YOUTUBE IN THE US IN 2022 (Oxford Economics 05.16.23)
YOUTUBE CREATOR ECOSYSTEM SUPPORTS MORE THAN 390,000 FULL-TIME EQUIVALENT JOBS (Forbes 05.26.23)
YOUTUBE Q1 AD REVENUE CLIMBS 21% TO $8.1 BILLION, WELL ABOVE WALL STREET FORECASTS (Variety 04.25.24)
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