Case Study for YouTube Secret Weapon: Collabs
Collabs or collaborations are a standard piece of the YouTuber toolkit. Two or more channels teaming up to make videos has multiple benefits. Channels can gain a bigger audience, create videos that you couldn’t or wouldn’t make on their own, as well as create great relationships.
I wrote up a quick case study of a collaboration that recently caught my eye.
Case Study: How to make Glass from Sand
I follow a lot of science channels, and 3 of my favorites recently teamed up to try and make clear glass from sand.
How to Make Everything is a YouTube channel run by Andy George. He attempts to make everything from scratch, and succeeds most of the time. His channel went viral a while back when he spent $1500 making a sandwich over 6 months.
Andy had been trying to make clear glass for a while. He had gotten closer and closer, but so far, it had eluded him.
So he teamed up with two other YouTube channels with particular skills.
Cody’s Lab is a science channel run by Cody Don Reeder. He does crazy science projects like refining silver from fireworks, and drinking cyanide. Cody has a ton of science knowledge and experience. He provided a few ingredients, and helped Andy purify his ingredients.
King of Random is run by Grant Thompson. He does life hacks, DIY projects, and sometimes dangerous experiments. Projects include making your own Lego gummy candies, to laser sight blowguns. Grant provided the blast furnace.
Each made a video of the process, with the final video being posted on Grant’s channel.
So far all the videos are doing well for their respective channels with the final video getting 1.3 million views after a few days on Grant’s channel.
But what interested me more was the effect this would have on subscribers. Collaborations work because they expose different audiences with similar tastes to each other, which potentially expands the audience of all the partners.
The effect on Grant’s channel was pretty minimal. He has by far the largest following already, with 8,328,232 subscribers. His numbers were a little higher than normal, but probably not even statistically significant.
Cody saw a bigger increase. The type of people who like Grant’s channel, and Andy’s channel, probably also will like Cody’s content as well, so it makes sense that he gained more subscribers. He got a nice bump of a couple thousand subscribers.
Andy was by far the biggest gainer out of the 3. He went from a few hundred subs a day to 15k, 8k, and 2k over the next 3 days. This was a 9% increase in his total subscribers. And again, the results make a lot of sense. As a smaller channel, lots of people don’t know about him yet, and his content would definitely interest the DIY science audience that Cody and Grant have.
All 3 channels got great content that is performing well. Andy and Cody’s audience has increased.
When you combine similar engaged audiences, with skilled creators, you get great videos, and bigger audiences for all.
I will be writing another article on how smaller channels can do collaborations with larger channels. If you are interested, drop your email below. I send occasional emails about marketing ideas and growth hacks.
Thanks for reading.