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Как на западе делают превью? — Transcript · YTtoTranscript

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Как на западе делают превью?

Danil Cosmi · 2,711 words · 14 min read · EN

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Below is the complete, readable transcript of Как на западе делают превью? by Danil Cosmi on YouTube. Read the full text, copy any part you need, or generate a transcript for any video with our free tool.

Western YouTubers. Why do Russian bloggers who create previews of their premieres get huge views even on small channels ? Why do English-language authors have five-person councils sitting over [music] previews? For us it’s a matter of 30 minutes before posting. How exactly does the process work that produces such results in terms of views? Yo, I'm

Danil, and my team and I have worked with dozens of the biggest creators and brands. And today I'll tell you all about how Western YouTubers make previews. Let's start with dreams. After which we will move on to specific insights that I have learned over 3 years of work. And, of course, I'll tell you what kind of

money they pay in the English-speaking market, and most likely, they will surprise you. You will also be surprised because Western bloggers even have a special term, "outliers," which translates as "outlier." This is the name given to videos that have received an abnormally high number of views relative to the channel's usual figures, as in

videos like these. These x's mean that the views are 5.6 times more than the average channel viewership within the same time period. And when they figure out why a video got so many likes, they first look at the conceptual connection between the preview and the title. We will analyze how these connections are made in the West using a

video as an example. I survived 24 hours with a Formula 1 driver. Now we need to analyze other authors' outliers. For such analysis, there are these services. They provide ready-made sorted lists by niche. I also use the IQ view, just scroll through the videos and look at the ones that fly in. Most of

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our video will obviously be about rider training. And the most distinctive thing about this sport is that the racers have surprisingly super-strong necks. Neck workout videos get incredible views. Using the same reasoning, we find everything that triggers the audience on this topic and try to connect them together. We'll see what happens soon. But first, I'll warn you that

looking for outliers in your own niche is, firstly, difficult, and secondly, not very effective. Check out this preview from the computer game. She's definitely interesting. And what does Mr. West do? Takes the same idea, transfers it to its niche and also gets huge numbers on the video. Since no one has done this in real life before, the

very idea of adapting from a game is already an innovation. Okay, let's look at another example. Initially Best, yes, today I will explain many things using his example. Sorry, but the best. Initially, Best raised the bar for quality in the format, from cheap to expensive. And what did other authors do? They adapted this

section to their budgets and created a whole format of visiting restaurants, hotels, and trains with different ratings. The worst, the best establishments, cruises, gyms. And all this is gaining huge views. Here's another example. I have tried all the legal addictions. The most exciting thing here is that I tried everything. And many places have started to

use it. They even adapted it for Minecraft. This way, you can take not just a full idea, but some element, a trigger, and try to implement it in your niche. For example, how long can you secretly live in a grocery store? Trigger: living in a public place. You can adapt it any way you like or

here. I made it so that real robbers get instant karma. We adapt it to the motorcycle niche and get a video like this. You know, the trigger itself works very well . I tried the most overpriced food. I made the most popular post. I survived the most realistic one. This is what really catches my attention. The

time trigger is no less captivating. 100 hours to meet Ronaldo. I drank energy drinks for 7 days. I ate for 100 hours. In general, these hours, these days, they are always interesting. Cognitive dissonance also works well . Let's say they tell you: "I played Dota for 100 hours and corrected my posture." In my head, these two facts are

opposite, and when they are combined together, it seems that this is something strange, this is interesting and I want to click on it. Or, for example, here in 52 seconds I will change you. A very short period of time. It seems impossible, so it's interesting. This G- Class ate all my money, but I'm

happy. I think the principle is clear. Regarding the text. Text is generally a bad trigger, but in niches where there is no variety in terms of visualization, such as IT, psychology, and so on, this is normal. It's important to be precise in terms of hitting the pain point and what's currently most relevant to the

audience. Be boring. It's also a kind of cognitive dissonance. Why did I become a programmer? I think this also worries a lot of people , that’s why it’s so catchy. End of the game. Super relevant meme. One and a half million views. The country trigger is working well now . I opened a fake IKEA in

Russia. I've stayed in some of the worst hotels in America. I moved into the smallest apartments in Moscow. That is, the city is also working. Also try to create live emotions - this is also a very good trigger. How do you search for triggers in a russegment? People look at Dima Maslennikov, Exail and

do the same. They have views. But Exail has Exail himself on the cover - that's already the main trigger. And even if he just posts a video with his face and the caption "Click this," it will get 5 million views. This kind of social capital is accumulated over years of active posting. Most

likely, you are not allowed to do this. Among Western YouTubers, previews and titles are mostly handled by the creators themselves. So, this guy has 12 million subscribers on his main channel, and almost 5 million on his second. Collaborations with Will Smith and Mr. Beast. But we are brainstorming ideas for the preview, because it is

very important. The names are no less important; they can be composed according to the same principles that we just discussed. But just in case, I wrote a detailed article, which I posted on my Telegram. Be sure to read after this video. And we return to the cover with the racer. After analysis, the following triggers were identified: car,

training belt, I don’t know what it’s called, weight, helmet. In fact, there were many more, but we settled on these. And it’s important that we’re not rushing to make a preview right now. The way you connect elements in your head may not always result in a working cover. Our task now is to

conduct a preliminary assessment. To do this, we create a sketch or a rough concept. I have a special person on my team who is responsible for this , a creative person. If you find drawing difficult, you can make concepts like I do, or collect rough PNG cutouts, then run them through neural networks and get a coherent

composition. We had other ideas for this video that we thought were promising, but after looking at the thumbnail image of the cover and trying out the title, it became clear that either the idea wasn't conveyed well or wasn't very triggering. Okay, let's say we've analyzed the sketches, refined them, and they're all good.

Now the real meat begins. We upload the sketch to Nanno Banana 2. This can be done on the magnific website, and the result is a nearly finished EИi cover. At this stage, it's important to analyze how viable the concept already is, because sometimes color issues appear here, and the preview looks flat or something blends together, and this is

practically impossible to fix. If that's all, then we already have living poses to take photographs and a pre-final perception. Don't worry, I'll put all the stages, services, and nodes together in a detailed pipeline at the end so you don't get confused. Rubbloggers usually skip all these steps and immediately write a technical specification from a rough idea in their

heads, after which they end up with a completely uncontrollable result. Add to this the fact that previews are usually made several hours before the video is posted, and people simply devalue the work they put into producing the video. Ideally, all the work we are talking about now should be done before production begins. I think you already want to see the

result. To do this, we move on to the pre-final design stage. Here it is important to enhance the cover with a visual component that matches YouTube's preferences. In fact, you could make a separate video for several hours on design, but I’ll give you something that will give you quick, tangible results now. Here, take a look at this preview. It seems like

the character is well separated from the background, but if you leave the sky behind the person, it will look better. In English-language videos, we can generally often see faces against the sky. Hence the first principle - look for contrast. Consider all possible scenarios of the environment and objects that are less significant than the main ones. To

find the combination with the highest contrast, your preview must be perfectly visible from a kilometer away from the monitor. Here it’s not good, but here it’s good. D. Or, for example, on these covers you see something in common between them. Look at the surroundings and the alignment of objects. They all seem to direct our gaze to

where we need to look. These are called leading lines, and they give the preview an orderly appearance that makes it easier to read. Well, the very basis is the location of key objects at the intersection of these lines. Do you know what's fundamentally different about RU compared to the Western clients I've worked with?

Russian clients always like to add some detail, something to the cover, while Western ones say: "Keep it simple and minimalistic as possible." This means that there should n’t be a single unnecessary detail on the cover. And they pay much more money for it . More for less. I'll tell you more soon. In the meantime, here is the final

result for this cover. And ahead of us is the last, one of the most important blocks. A-tests. With A-tests, my clients and I have been able to achieve simply incredible results. Here, for example, after the A-test, the video gained an additional 7 million views, which brought the client at least $20,000, or, for example, here is Hokie Stick

in terms of views after changing the preview. The first thing that is important to understand is that for the initial test you need to make three completely different previews. This way you get the most meaningful results, which can be used as a basis for further tests. Also, when I run a launch test for my clients, one of the versions

will definitely be a preview that matches the intro. As, for example, Vanya Shaynov did here. So, by clicking on the cover, a person immediately sees that they have not been baited and the content of the video fully meets expectations. Over time, this trust builds up, leading to faster clicks on your content, like with Exile, for example

. Speed is great, but you don't need to rush everywhere. After the first test you will see the winner bar. It is important that only after this bar appears can one draw conclusions about the preview. I've often seen authors share test results and draw conclusions, even though there was no winner yet. If you just have percentages

like here, it means that YouTube might not have yet delivered the required amount of traffic, and the results are not final. If the bar is set, then it's time to refine the cover by testing several iterations of the winning version. These small changes can optimize your cover for even greater results. What can be

changed? Text, if any. Here, by the way, working with text has become much better. Objects. On this cover, changing the object to a gamepad increased clickability. Environment. Well, here, obviously, the most minimalistic solution to the question of whether a lot of objects are needed for the preview worked. You can also change facial expressions. This is not exactly the same

version, but I think it is clear for clarity . You can try changing day to night. But the most interesting thing is to test conceptual hypotheses. For example, it turned out that KFC triggers the audience much more than McDonald's. But your video's audience is triggered in different ways. The thing is, over time, YouTube recommends

your videos to different audiences. Let's say these are your coverage waves. At the beginning, these will be the most genuine subscribers who love you and follow you. The next wave is not subscribers, but people from your niche. Then people from related niches, like, for example, I have a preview, but the related niche is video editing,

obviously. And YouTube recommends your video based on these waves in stages. That is, if your subscribers liked the video, clicked on it well, and watched it, then YouTube recommends the video further. If you are no longer subscribers, but people from your niche also reacted to it , then continue. And so if [the music] is all super with your

cover and retention, YouTube will end up sending your videos to everyone. For us, this means that over time we need to adapt to this or that group and conduct tests [music] specifically for them, because it is logical to assume that in the beginning, the most genuine and committed audience will most likely click more on the preview, where the

author’s face is shown in large print. And two weeks later, Bosch is already reaching a different audience and is drawing a composition where the author’s face is further away and there is more emphasis on the environment and conditions in which he finds himself. You can see this in the videos without 100th. As time goes by,

his face gets further and further away. In fact, there are other ways to test previews. And overall it's an incredible tool. Let's get 200 likes on this video, and I'll record a separate video where I'll tell you everything. All you need to do now is first: find outlines through services like View Stats, One of 10, or

IQ, including in completely different niches. Step two. You write down the triggers and think about how to adapt them to yourself. Next, assemble a sketch or calla lily from the PN cutout, after which we run it through Nno Banna 2. Be sure to check the readability and colors. Step five. We take photos using the prepared poses and

move on to the design. Don't forget about contrast, leading lines, and the rule of thirds. Next, we launch an initial AB test of three completely different previews, one of which will be for the intro. And the seventh final step. We wait for the winning bar, after which we iterate on the winning version and re-run the test

as the audience changes. Now comes the most interesting part. Money. But if you want us to brainstorm together about which covers will work for you, [music] conduct a channel audit, then write to me here. I do each analysis myself, so I can only take a few channels. And in general, [music] if you have any

questions, write. That's it, I can't wait any longer. For work on such a pipeline, I charge on average $120-$150 per preview. That is, ABS from three previews costs on average 350 dash 500 dollars. But I personally know designers who charge $ 350-$500 for a single preview. But it has its own peculiarities, which

I will share on this [music] channel. Subscribe if you found this helpful. Bye.