The Do's, Don'ts and lessons learned from launching a YouTube channel for your church in 2022

SUMMARY
In this Episode Nick explains and explores his experience with YouTube. What he learned from launching a YouTube channel during COVID, and his new recommendation for churches and ministry leaders for delivering useful content online for Gen Z and Gen Alpha and beyond.

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TIMECODES
00:00-00:36 - Intro
00:36-07:22 - The lessons I've learned from starting a YouTube channel during COVID
07:22-10:31 - Why start with YouTube?
10:31-13:13 - How to get indexed in searches on YouTube
13:13-16:26 - Ministry Implications
16:26-20:36 - YouTube Best Practices
20:36-22:09 - Outro

TRANSCRIPT
Nick Clason (00:00):
What is up everybody? And welcome to another episode of the Hybrid Ministry podcast. Excited to be with you today. I am Nick Clason, your host, and today I wanted to talk about YouTube, and I actually wanted to talk about why I think it is useful for churches to quit live streaming their sermons. Now, hear me out. Hear me out. Before I dive into all that, let me just get a couple of things off the bat here said. So first and foremost, I wanna talk about YouTube. I don't like to talk about things on this show that I don't have a lot of experience with. And so today is an exception because I have almost zero experience with YouTube. And so for you to understand why and why and the history and everything like that, I just want to give a quick overview. So the church that I most recently served at, not where I am now, but where I most recently before here served at, had a almost 600 YouTube subscriber channel and over 300 or something like that, videos published on it.

Nick Clason (01:22):
The reason for that being that we started our YouTube channel and our YouTube show, the first day of Covid. And so our YouTube channel and strategy was primarily a digital version of what we would do if we were in the room. So we would think, let's do a game. And in our defense, I think what we did game wise and announcement wise and host wise was a little more YouTube centric than just simply throwing a camera in the back of the room and us pretending there were students there. But instead we were doing it a live stream. So what I mean by that is we built a studio and instead of a game, a screen game or something, we would do a segment. And it was almost like competition or challenge based. So I mean, if you think Mr. Beast or any of those big YouTubers, it was things like that.

Nick Clason (02:27):
So we were trying to think outside the box and trying to morph and do student ministry in a YouTube sort of way. One of the things that I think shot us in the foot was, first of all, we did it in a pinch. So we did it immediately and we pivoted very fast. And what we did and what we created, I personally was very proud of. But all that being said, once Covid began to run its course and things were over and opening a little bit more, people were looking for an in-person experience. And so what we were producing online was really no longer fulfilling the need that it needed to. So it probably needed an adjustment, and we started to make those adjustments. And what I mean by that is once Covid was over and kids were not stuck in their room, they're probably not that interested in our little segment or our little trivia game that we're playing or whatever on the screen.

Nick Clason (03:29):
But I do think that we had tons of formidable and useful spiritual content sermons, messages, whatever and whatnot that were totally useful. The problem was we did it in a full, long form show, so to speak. And so just youth group games and announcements and worship and all those things led into the message. And so you didn't get to the message until about 16 minutes on the actual YouTube thing. Typically the shows around 30 minutes or so. And so it was about half stuff and half a message. You get it If you're programming in the room, it's exactly what you would think as far as format wise, okay? And all of that. I was at a multi-site megachurch. All of that was handled by a creative team, a video editor, an audio producer, our tech department handled that, handled, uploading, posting, making it live, all those things.

Nick Clason (04:29):
And so I helped produce the content. I helped think through some of the philosophy and the strategy of it, but I was not boots on the ground in the weeds, hands on with doing, posting all the YouTube content and growing the channel. And in a lot of ways, the 600 something subs subscribers were a response to what happened during Covid, right? Everyone was subscribing to YouTube channels. Everyone that called our church home, parents, students alike, they subscribing to our channel. All right? So now fast forward to where I am now, and I'm at a little bit smaller church. We got a team of three, but we have around the same student count, or slightly more than the campus that I was at. And so we have a pretty frequent schedule Sunday, Wednesday, Sunday, Wednesday. So every three days, there's something that we need to be thinking for, planning for, and prepping for.

Nick Clason (05:26):
Not to mention, the entire team of where I'm at is completely brand new. And so we are basically building something from the ground up. There was some stuff in place before and whatever and whatnot. But the reality is we're starting from the ground up. One of the things that we're starting from the ground up, we're continuing on with the Wednesday meeting times, Sunday meeting times, but we're launching and fleshing out a completely digital strategy. And so with all that being said, I wanna just give that caveat to this is my experience with YouTube. I have been very involved in the production of YouTube content. I've learned a lot of things, some dos and don'ts and whatevers and whatnots. But also we are at the church of, we are gonna be changing our name here in January. And so I actually secured the YouTube channel for our future name of our student ministry, which is still a secret to a lot of people.

Nick Clason (06:28):
So because of that, I have not started posting things to YouTube. What I have started doing is I have started beta testing our YouTube strategy more on a video filming and editing side of things. Is this a sustainable and scalable process that I can continue to implement beyond on a week to week type basis? And so I've been practicing some things, and so I think I feel pretty good about the workflow and rhythm to be able to pull some of these things off. And so I'm excited about launching a YouTube channel and account in January knowing that I'll be able to replicate what I've been doing. So that's sort the background and the history of at least my personal experience with YouTube. So why start with YouTube? Alright, I think YouTube is, is actually a really unique social media platform. It's the only one of its kind in the category of Facebook, Instagram, TikTok, Twitter, YouTube is owned by Google, and it's the only social media platform in that category of those kind of core FI four or five that is owned by Google.

Nick Clason (07:52):
So you got Google, you got Meta, and then you got TikTok, who's sort of like the third player, the owner there in that, right? You've probably heard this before, but YouTube is actually widely considered by many to be the second largest search engine in the world behind only Google. Some if you get real nitty gritty with it, some actually say it's not the second largest, it's the third largest because Google Images is technically larger. Bottom line, all three, Google search, Google images and YouTube are owned by the same parent company, Google. And regardless of that, right? YouTube is a search engine. And so who among us has not installed a light fixture from the help of a friendly person who posted a YouTube tutorial on YouTube for us to watch and consume and use, Okay? And because it's a search engine, I think it's actually a pretty strategic advantage that can be used by us as pastors and ministry leaders.

Nick Clason (08:55):
Because if you think about it, when you search for a video, right? Search more how to or think how to fix, how to answer, how to do this, how to navigate this. So, or challenge us to think YouTubers rather than pastors or speakers. And I think that was one of our number one Achilles heels in where I was before. We were thinking YouTubers in a lot of ways, but in our, for example, and I'll get to this in a minute, but in our titling and in our thumbnails, we were treating this as series, the series Jesus series, Part three, March 1st. That's not a compelling, in captivating title for our audience who is with us every week and just wants to get on there and watch something on demand that may be helpful. But to someone who's gonna organically come across our YouTube content, that doesn't explain anything about what's in the video.

Nick Clason (09:59):
So why is live streaming problematic particularly? And full disclosure, I'm a student pastor. And so if you're watching this in a senior pastor and your church has good cameras, good audio equipment, good lighting to fully embrace a live streaming strategy, then by all means continue to do that. But if you're a youth pastor, I would not necessarily recommend building the gear, the switcher, the infrastructure of live streaming. All right, So let's talk about watch times. Cause this plays into it. According to a backlink.dot com, they surveyed and looked at 1.3 million YouTube videos to try and better understand the YouTube search feature and algorithm. What they determined was that longer videos significantly outperform shorter videos. And the average length of a first page YouTube video that's beneficial and helpful is 14 minutes and 50 seconds. All right? So you need to understand that the way that YouTube indexes and categorizes their videos is a combination of two things.

Nick Clason (11:15):
Overall, watch time paired with average percentage viewed. And so it turns out that videos in the 14 to 16 minute range actually index really well. In fact, those are the highest ones on search. There are other factors of things that help increase watch times, such as the hook or the intro. All right, So let's just think in the land of sermon delivering a sermon, Okay? I want you to just rank these two scenarios. Scenario number one. Hey everybody, welcome back. Real quick before I dive into tonight's message, I wanna remind you about the Churchwide Bake sales. It's coming up on Sunday, and if you want to earn money toward the mission trip, it is required that you be in attendance. If for some reason you can't make it, just be sure to talk to me afterwards. All right? Now, last week when we were in part three of our series, Jesus, we were reminded that Jesus was bonded together with his disciples because of their love.

Nick Clason (12:14):
And so tonight, what I wanna focus on in part four is what happens after the death burial and then ultimately resurrection of Jesus, right? That's scenario number one. That's you preaching to your congregation, your students, the people that call your church home. Let's talk about scenario number two. Hey, what if you could win a million dollars? What if I told you that the message of Jesus is actually one that supersedes and rises far above the benefits of winning millions and millions of dollars? Do you see how one at least has the intention of a hook? I don't know if it's good or not, right? That's why I say in fairness, I'm not a YouTube sivan or expert, but I want you, I wanna challenge you to think like a YouTuber. And so where one is taking care of housekeeping in your student ministry, what's going on the bake sale? The second one is actually thinking about YouTube first. It's creating a hook. So what are some implications for ministry? Well, first of all, a 30 to 45 minute sermon where the speaker is presenting primarily to a room full of people versus not really looking or paying attention to the camera. It's just there. Capturing them, doesn't act, Doesn't exactly right. Speak YouTube's preferred language. Think about it, in a live room environment anyway, messages between the length of 10 to 25 minutes seem to have become a pretty optimal length for student ministries who gather in person.

Nick Clason (13:51):
And I also think that if you take your YouTube or if you take your message content that you're going to already naturally deliver into a room, what I'm gonna actually propose here is that instead of capturing you delivering live to your room, I'm gonna propose that you prefill your content. And what happens is when you prefill your content, number one, you can create and craft a hook that is specific in particular for YouTube. Secondly, you can shave the time down to fit into that 14 to 16 minute window. Even if you go longer in the room, aim for that 14 to 16 minute window. And third, it gives you the opportunity to practice your message before you get up there and deliver it to a live room full of teenagers or parishioners or congregation members. And so that's one of the things that we've been doing.

Nick Clason (14:58):
We teach live every single Wednesday night, but during that week, after I'm done with my prep, I sit down, I put up a camera and iFilm my message. Then I do a little bit of post production, I add a sound bed behind it. I do some flying in graphics, lower thirds slides, and I put those on the screen as well. And that's gonna be our strategy for YouTube. Why? Number one, it's gonna let us do a YouTube first messaging. We're not gonna bury it behind a bunch of other elements. We're gonna go with the message first. If YouTube is in fact a search engine and kids are out there searching for answers to their faith, then let's give them the answers to their faith. And they might not care about our church announcements. They might not care about the worship, but what they do want is they want answers.

Nick Clason (15:45):
So answer the question, tell them what you're gonna talk about with the hook right up front at the very beginning of the video. And that for me is one of the hardest shifts, is moving from holding my ace content up my sleeve until the very end, waiting for the message to climax, but instead giving a teaser and a preview at the very beginning of the message. That's a shift. YouTubers do that really well. Pastors build to their ultimate conclusion, and so they try to create this mystery around what's gonna come. But the reality is on YouTube, if you don't hook them right off the bat immediately, then they are gone and on to the next thing. And so think like a YouTuber. Let's talk through some other YouTube best practices. Like I said, make sure your titling is something that a YouTuber would search for as opposed to Jesus Week three, Mark 14, one through 10.

Nick Clason (16:39):
That's not as captivating a title as Is hell a real place dealing with crippling anxiety or is rest even possible? You see the difference between those two. Think YouTube, think search engine, think click bait, think controversial type titles that help your video perform better because it's a search engine. The meta description or the title, the description of the video, those things all play a huge role in the YouTube ranking. So make sure you spend a little bit of time thinking through and crafting some good compelling descriptions. And then you can also link to things on your church's website or social media, or maybe even some products in the description of your video. Also include tags. YouTube gives you a spot to do that. So include keywords from your videos or tags that relate back to the topic. All three of those factors, title, description, tags, all play a role in the searchability of your YouTube content.

Nick Clason (17:33):
Also, your thumbnail plays plays a role. Go look at Mr. Beast. He's like number one, YouTuber in the world. Go look at his thumbnails on his YouTube channel and just get some photos with a decent iPhone, maybe a Google Pixel phone to take some halfway decent portrait shots. Throw some catchy text over it using maybe something like PowerPoint Canva, or if you have more skill Photoshop and use different catchy thumbnails to try on your videos. You can also then use a free tool like trends.google.com to look up your searchable words and compare things. AB testing. If you wanted to use the word fear versus the word anxiety, put those into trends.google.com. And you'll notice that anxiety has a higher search level. So use that.

Nick Clason (18:25):
And then also comments and shares and people embedding your videos are all things that are gonna help index it better in the YouTube algorithm. So ask for things like comments, ask for things like shares, and then on the embedding feature, try to embed your YouTube videos onto your church website onto your, And so then your website is hosting your YouTube video and embedding it already helps index it better. So you already have a platform that people are going to. So use that. That's a feature that's already built in and that can help you get going. All right, what if you're just starting? What starting gear do you need, right? Listen, if you're gonna go budget friendly, get a nice smartphone, right? I just gotta Google Pixel, the latest iPhone have some great things. One of the main things for filming is you need a separate microphone, Okay?

Nick Clason (19:24):
So you can get, just go on Amazon, do a quick search for a shotgun microphone with your style of phone connection that's needed. You can get something for under a hundred bucks. You can also get a lapel, a wireless lapel lighting. Natural lighting is great. Some ring lights can help. Do the trick. Get a tripod that you can stick your phone on. If you want a more professional rig, then listen. Just go to YouTube, search best YouTube starter set for gear, and you'll find something. I love everything that Brady Sheer from Pro Church Tools has to say just about anything in the church digital space. And in fact, I think the day I'm recording this, he yesterday just trapped a video on his favorite camera gear. So go copy that if you got the budget to do it and make it happen. And then you're just gonna have to do things like edit, and you're gonna figure out you wanna use iMovie, Da Vinci, Resolve Adobe Final Cut Pro.

Nick Clason (20:20):
Again, budget for some of those are cheaper, like iMovie and Da Vinci Resolve are free. More expensive options are the Adobe Suite or Final Cut Pro. You're just gonna have to see what you have and what's available out there. But listen, my recommendation, again, like I said, get on YouTube. Treat it like a search engine. Get out there. Put your message, the message of hope that you have about Jesus. Create a YouTube channel. Prefill your content or film it after you deliver it. If you want it to be a little bit more polished and you've a little bit more familiar with it, and just start posting some stuff out there, right? Try some things. Follow some of these best practices. You may not go viral overnight. I can't promise that, but these are some of the best practices out there on YouTube. And so simply following them is just gonna give you the best chance to be discovered.

Nick Clason (21:12):
And that's the goal. We want students, teenagers, or people wrestling with faith to come across the content that we have to offer, and hopefully give them something that's helpful. And this is just a way to expand your impact and your reach as a youth pastor, as a regular pastor in 2022 and beyond. Hey, I hope you guys found this episode helpful. If you did get, Man, leave us a rating or a review. We are on iTunes, Spotify, all the major podcast platforms, hybrid ministry. We're also on Twitter at hybrid ministry. We have full transcripts of everything. We provide this to y'all at hybridministry.xyz Come check us out there and we will talk to you guys.