The PCM Tech Help Show has been on YouTube for almost 4 years now. It’s hard to believe only four years ago I was sitting at my coffee table creating my very first embarassingly low quality tutorial. Since then, PCM has grown to almost 17,000 subscribers, has over 3,000,000 views and gets over 100,000 pageviews per month. Growth on YouTube, however, has been stagnant for months.
When an entrepreneur dreams of what he wants a business to become, remaining stagnant certainly doesn’t make it to the list. YouTube is a paradox, those who embrace it’s true purpose quickly grow to the top. Individuals such as myself, however, overthink the platform and sabotage themselves. I know for a fact I’m not the only one.
I, along with many others, grew up in a culture of corporate professionalism. One strives to look and appear as professional as possible. When evolving the PCM platform, the standard of professionalism is what guided new enhancements, features and content. The implementation of professionalism backfired.
I’ve since learned that growth slowed with the implementation of professionalism and came to a halt when the professional format reached it’s apex. Here we see the paradox, and the mistake. YouTube rarely embraces professionalism, the community’s first instinct is to reject it. In retrospect, this makes sense. A culture so deeply ingrained in the in-genuine, impersonal business in major media platforms would naturally reject it elsewhere.
YouTube thrives on the genuine, not production. The more professional content becomes, the more detached it is from the viewer. People are seeking something to relate too, not pure information. That, my friends, is where PCM failed. I got impersonal. I detached myself from the content. I was replaced with graphics, features, segments and effects. Not realizing the only reason viewers followed the show was for the genuine me.
Failures are inevitable in any entrepreneurial pursuit. This one is simply another mile marker in my long journey. The future of PCM is beginning to form. One where personality, not business, is the center. I look forward to seeing it continue to evolve, and am excited about the future.
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