Do collaborations between YouTubers work out?

You want more views and more subscribers for your YouTube channel? So go and find other channels to cooperate with! While this insight isn’t new, it has now been quantified – based on video statistics over three months for 7942 international channels. A (not peer-reviewed) study published in May 2018 and conducted by researchers at Technische Universität Darmstadt, Germany, found that »collaborations are in many cases significantly beneficial in terms of viewers and newly attracted subscribers for both collaborating channels«.
Especially interesting: Networks of YouTubers strongly drive the establishment of collaborations. The researchers state that collaborations most often happen inside large so called Multi Channel Networks (MCNs) or between members of an MCN and non-members.
However, the study’s value for institutional science communicators still has to be proven. Its data base comprised channel categories like entertainment, people, cars and gaming, while science & technology topics formed only a small part. More importantly: Researchers focussed on highly popular channels organized around one or several YouTube presenters. But videos with presenters aren’t typical for scientific institutions nor are their channels highly popular.
Still, the value of cooperation should be high even for scientific institutions’ channels. While they cannot exchange presenters, they might consider creating playlists of other institutions’ videos or add hints to each other in their videos. Or even change the game – and hire a presenter.
Read more: YouTube oder die schwierige Frage, wer mit wem kooperiert, June 6, 2018
Original source:
Christian Koch et al., Collaborations on YouTube: From Unsupervised Detection to the Impact on Video and Channel First published 1 May 2018

Leave a Reply