Ukwakha Abalandeli Abaqotho Abayi-1,000: Kungani Umphakathi Ungcono Kunenani Lababhalisile

Kube nenkathi esiteshini sami lapho bengihlala ngivuselela inani lababhalisile sengathi kukhona okushoyo, ngemuva kalaho ngifake ividiyo entsha bese ngibona ithola ukubukwa okungu-300 uma kuqhathaniswa nababhalisile abangu-6,000. Inani elikwi-dashboard laliyikhulu. Kodwa inani labantu abafike ngempela laliyilincane, futhi lelo nani elincane yilo elalikhokha izikweletu. Yileso sifundo sisonke, futhi kwangithatha isikhathi eside ukusifunda: abalandeli bangempela bakhiwa ngeqembu elincane labantu abangabuka noma yini oyenzayo, hhayi isixuku sabantu esakhohlwa ukuthi sake sabhalisa.

Ukwakha abalandeli beqiniso ngokungena ujule endaweni eyodwa kunokuzama ukufika kuyo yonke indawo kodwa ungangeni ujule, uphatha iqembu elincane labantu sengathi umuntu ngamunye ubalulekile, ngoba ngempela ubalulekile. Lo mqondo unegama. U-Kevin Kelly, owasiza ekusunguleni i-Wired, wabhala indatshana ngo-2008 ebizwa ngokuthi "1,000 True Fans": umdali akadingi izigidi zabantu angabazi, udinga nje abantu ababalelwa ezinkulungwaneni abakhathalela ngempela, ngoba abantu abayinkulungwane abazosekela umsebenzi wakho ngokwethembeka banele ukuthi uziphilise. Ku-YouTube izibalo zakhona zithambile kancane kunezakhhe, iningi lethu alithengiseli umlandeli ngamunye izinto zenani lama-$100 ngonyaka, kodwa umqondo uyafana. Ukujula kudlula ukufika kude. Nansi indlela engingakha ngayo lokho.

Ngabe kungcono ukuba nababhalisile abaningi noma ababhalisile abazibandakanya kakhulu?

Ababhalisile abazibandakanya kakhulu, cishe ngaso sonke isikhathi. Umlandeli obuka ividiyo eyodwa kwezintathu bese ephawula kanye ngenyanga ubaluleke kakhulu esiteshini sakho kunabantu abangamashumi amahlanu ababhalisa ngo-2022 bangaphinde babuye.

Lokhu akusona nje isimangalo sokuzijabulisa, yile ndlela uhlelo lwezincomo (recommendation system) olufunda ngayo isiteshi sakho. I-YouTube ibuka lokho ababukeli bakho abakhona abakwenzayo ngevidiyo entsha oyifakile emahoreni okuqala: ngabe bayayicofa, ngabe bayahlala, ngabe bayabuka kuze kube sekugcineni. Umphakathi omncane obuka njalo uthumela isignali enamandla ethi "khombisa lokhu kubantu abaningi" kunomphakathi omkhulu odlula ngaphandle kokubuka. Yingakho isiteshi esinababhalisile abangu-5,000 singenza kahle kakhulu kunesiteshi esinababhalisile abangu-100,000. Labo abangu-5,000 banakekile.

Ngakho-ke inani lababhalisile liyinombolo yokuzigabisa nje iyodwa. Inani elibikezela unyaka wakho ozayo ukuthi bangaki kulabo bantu abangaphawula uma uyeka ukufaka amavidiyo.

Uyini ngempela "umlandeli weqiniso"?

Umlandeli weqiniso ngumuntu ongabuka ividiyo yakho elandelayo ngaphandle kokuhlola kuqala ukuthi imayelana nani, ngoba nje ingeyakho. Ku-YouTube lowo muntu uvame ukwenza izinto ezine: uvula izaziso (notifications), ubuka cishe yonke ividiyo, ushiya amazwana (comment) awumcabango wangempela hhayi nje i-emoji, futhi athumele ividiyo yakho kumngane oyedwa ongayithanda. Awudingi izigidi zabo. Izinkulungwane ezimbalwa nje ziyikhono nomsebenzi owanele.

Iqiniso eliningi lezeluleko zokukhula elilidulayo: ngeke ukwazi ukwenza abalandeli beqiniso ngamaqhinga. Ubazuza ngokuba umuntu okufanele babuyele kuye, kaninginingi, isikhathi eside ngokwanele ukuba abantu baqale ukuzizwa sengathi bayakwazi. Konke okungezansi kumayelana nokususa ubunzima phakathi kwalokho nombukeli, akukho kulokhu okuyindlela enqamulelayo yokugwema ukuba muhle ngempela.

Ngingabaguqula kanjani ababukeli abadlula nje babe ngumphakathi wangempela?

Ziveze njengomuntu wangempela, vuzela abantu abaziveza kuwe, futhi ubanikeze isizathu sokuzizwa sengathi bangamalungu angaphakathi. Izinto ezine zingenze ngathuthuka kulokhu, cishe ngendlela ezilandelana ngayo ngokubaluleka.

Thembeka ngezingxenye ezingasebenzanga. Abantu baxhumana nomuntu ovumayo ukuthi uhambo belungahambanga kahle noma ukuthi ukuhlela (edit) kuthathe imizamo emithathu, hhayi nomuntu obonisa izinto ezinhle kuphela. Esiteshini sami, «Горы за окном», lapho ngishayela khona e-Colorado ngiqopha izindawo zezintaba, amavidiyo lapho ngithi khona "ngokweqiniso, le ndawo yokubuka ibingakufanele ukuvuka ekuseni kakhulu" athola amazwana afudumele kakhulu kunalawo lapho konke kuhambe kahle khona. Ukuba mhlophe (vulnerability) kufundeka njengokwethemba, futhi ukwethemba yilokho abalandeli abakhiwe ngakho.

Phendula sengathi uqonde ngempela, kusenesikhathi. Onyakeni wokuqala, phendula amazwana wangempela ngombuzo wangempela nawe. Hhayi nje ngokuthi "Ngiyabonga!", yenza okuthile okuqhubeka nengxoxo. Lapho umbukeli ebona ukuthi ukufundile ngempela lokho akubhalile futhi wakukhathalela, umbukeli odlula nje uba ngobuka njalo ngokuthula. Ngeke ukwazi ukgicina lokhu lapho usunababhalisile abangu-500,000, futhi akudingeki wenze njalo; ukwenza manje, ngenkathi igumbi liselincane ngokwanele ukuba wazi wonke umuntu okulo.

Yakha imikhuba emincane. Ingxenye ephindaphindwayo, ihlaya elaziwayo, noma igama ababukeli bakho abajwayelekile abalisebenzisayo, lokhu kwenza isiteshi sibe yindawo ethile. Lapho abantu bezizwa sengathi bayingxenye yento enolimi lwayo, bayahlala ukuze babe yingxenye yayo. Akubizi lutho futhi yilokho okwenza umehluko phakathi kwababukeli nomphakathi.

Xazulula inkinga umuntu anayo ngempela. Abalandeli abanamandla kakhulu bavame ukuba ngabantu owabasiza ngesikhathi esibalulekile, isifundo (tutorial) esabasindisa isikhathi, noma ukubuyekezwa (review) okwabavimbela ukuba bathenge into engalungile. Ukuba usizo kuyindlela ehlala njalo yokuzuza uhlobo lokwethembeka olusinda ngisho noma ufake amavidiyo ambalwa angewona amahle kakhulu.

Ngabe ukuphatha kahle umphakathi omncane kuyasiza ngempela ekukhuliseni isiteshi?

Yebo, futhi cishe yiyona ndlela kuphela ethembekile. Isiteshi abantu abangu-2,000 abasibona sibalulekile sikhula ngokushesha kunesiteshi abantu abangu-200,000 abasibona silungile nje, ngoba iqembu lokuqala lenza umsebenzi i-algorithm ewuvuzayo: babuka kuze kube sekugcineni, baphawule, babelane, futhi babuye ngezayo elandelayo. Ukufika kude kulandela ukujula, hhayi ngenye indlela.

Uma unababhalisile abangu-500, uyeke ukuziqhathanisa nesiteshi esinababhalisile abayisigidi emkhakheni wakho. Abantu abangu-500 bayigumbi eligcwele, baningi kakhulu kunalabo abaculi abaningi ababadlalela ngonyaka. Babone njengabantu ngabanye phambi kwakho, hhayi njengenombolo edumazayo, bese wenza ividiyo elandelayo uqondise kubo ngokukhethekile. Ukukhula kuvela kamuva, njengomphumela wabantu asebevele bakwethemba abaletha abantu ababethembayo.

Lapho ithuluzi lingena khona (nalapho lingangeni khona)

Alikho isofthiwe eyakha umphakathi wakho, lokho kuwubudlelwano phakathi kwakho nabantu abaqhubeka nokufika, futhi akukho okuzenzakalelayo kulokho. Lokho ithuluzi elingakwenza ukugcina umsebenzi ongemuva ungadli isikhathi sakho ongasisebenzisa ukuphendula abantu nokwenza into elandelayo.

Yilapho i-VidSeeds.ai ingena khona. Ngaphambi kokuba ufake ividiyo, ihlaziya ividiyo uqobo lwayo, inkulumo, izigcawu, incazelo, futhi ifunde izwi lakho lokubhala ezihlokweni zakho zangaphambilini nezincazelo, bese ibhala izihloko, incazelo, amathegi, izahluko, nesithonjana (thumbnail) esizwakala njengawe kunokusebenzisa i-template ye-SEO ejwayelekile. Yenza okufanayo naku-TikTok, Instagram, Facebook, LinkedIn, kanye ne-X, nganoma yiziphi izilimi ezingama-85, ukuze abalandeli bakho abakulandela kuzo zonke izinkundla bezwe umuntu ofanayo. Iphinde ifunde imizwa emazwaneni akho ukuze ubone ukuthi ababukeli bakho bakuthanda ngani nokuthi yini ebakhathaza kancane. Ubuyekeza futhi uhlele wonke amagama ngaphambi kokuba kushicilelwe noma yini, akukho okushicilelwayo ngaphandle kwemvume yakho. Kuyindlela ezimele esikhundleni se-vidIQ ne-TubeBuddy, futhi ungazama mahhala ngama-Seeds angama-50, alikho ikhadi elidingekayo. Lokho engeke ikwenze ukwenza abantu bakukhathalele. Igcina nje i-metadata ingaphazamisi isizathu sokuba bakwenze lokho.

Imibuzo Evame Ukubuzwa

Ngingaki abalandeli beqiniso engibadingayo ngempela ukuze ngiziphilise?

Inani lokuqala lika-Kevin Kelly lalingabantu ababalelwa ku-1,000 umuntu ngamunye asebenzise cishe ama-$100 ngonyaka, okusebenza kubaculi nababhali abathengisa ngqo. Ku-YouTube imali engenayo ngombukeli ngamunye iphansi kakhulu, ngakho-ke isisekelo esisebenzisekayo siphakeme, ngokuvamile izinkulungwane ezimbalwa zabalandeli abazibandakanya ngempela kuyo ongeke imali yezikhangiso, ubulungu, nanoma yini oyithengisayo. Umgomo uyafana: abantu abayizinkulungwane ezimbalwa abakhathalelayo bangcono kunesigidi sabantu abangakhathaleli.

Ngabe ababhalisile abazibandakanya kakhulu bayasiza ngempela ukuba amavidiyo ami anconywe?

Yebo. I-YouTube ihlulela ividiyo entsha ngokwengxenye ngendlela ababukeli bakho abakhona abasabela ngayo emahoreni okuqala, ukucofa, isikhathi sokubuka, nokuqedela ividiyo. Umphakathi omncane obuka njalo futhi uqede ividiyo uthumela isignali enamandla kunomphakathi omkhulu okushaya indiva, yingakho iziteshi ezizibandakanya kakhulu zivame ukukhula kakhulu kuneziteshi ezinenani eliphakeme lababhalisile.

Ngabe kufanele ngiphendule kuwo wonke amazwana?

Kusenesikhathi, yebo, futhi hhayi ngokuthi "Ngiyabonga." Buza umbuzo emuva noma uphendule entweni ethile abayishilo. Yilokhu okuguqula umbukeli wesikhathi esisodwa abe ngobuka njalo lapho ababukeli bakho besebancane ngokwanele ukuba ungakwazi ukubaphendula bonke. Lapho sekungasenzeki ngobuntu, beka phambili amazwana anomcabango nababukeli bakho abaqotho kakhulu kunokuzama ukuphendula wonke umuntu.

Ngabe kufanelekile ukufaka amavidiyo uma nginababhalisile abambalwa nje?

Impela. Abantu abambalwa bayigumbi langempela, futhi bayimbewu yomphakathi wakho wabalandeli beqiniso. Benzela amavidiyo bona ngokukhethekile kunokwenzela abantu ongabazi ongakabi nabo, ababukeli bokuqala abazibandakanyayo yibona kanye ababukeli i-algorithm eyisebenzisayo ukunquma ukuthi ikhombise yini ividiyo yakho komunye umuntu.