and we have a YouTube channel called schmoyoho.

チャンネル名はschmoyoho

I think our channel has worked because

僕らが成功できたのは

people love the music, they love our sense of humour

僕らの音楽やユーモアだけでなく 目新しさも理由だと思います

and there's something novel about what we make

大切なのは まず僕ら自身が楽しめることです

and if we made each other laugh, our audience is gonna like it.

[チャンネルを長続きさせる方法]

I think it's important for creators to evolve their content.

コンテンツを進化させるのは重要です

I think you can have a very successful year, two years, even three on YouTube

ひとつの分野で抜き出ていれば 長くて3年ぐらいはそれでやっていけますが

doing one thing and doing it well.

最後は自分 もしくはファンが飽きてしまいます

Eventually, either you will tire of it or your fans will tire of it.

実際にやるかは別として 次に何をするかを常に考えましょう

You should always be thinking about what the next thing is.

変化のタイミングは いろいろな基準で決めてきました

Even if you don't choose to do that next thing

統計情報も見ますが 常に確認しているわけではありません

be thinking about what it might be.

そういうチャンネルもありますが

So, when is the right time to make a change?

それでは視聴者が好むものを 反復しすぎてしまう可能性があります

We've done it based on many different variables over the years.

終了画面の指標から分かったことは

We definitely look at metrics to a degree.

新しい動画のハイライトを表示すると 次の動画もすぐに視聴されることです

Generally, we aren't in our metrics every day or every week

昨年は個々の動画、シリーズ動画ともに クリック率の向上に力を入れました

like I think some channels are.

「視聴回数を気にする必要はあるのか」 と 自問してみることも大事です

And I think at times, that can make a channel too repetitive

他人からの評価でなく 自分で創造したものから満足を得られないとね

it's like, "OK, we know our fans like this

でもデータとして ざっくりコメントを分析すれば

"so we're gonna make it again and again."

新しい動画が人気か わかります

We watch those end screen numbers pretty closely.

常に意識しているのは

And we saw that people were much more likely to click

視聴者が求めていること 僕たちがやりたいこと

and then go watch another video

新しいメディアか 新しいタイプの動画か

if we presented the catchiest part of that new video

これらのバランスを取ることで 長く続けてこられたのだと思います

rather than dwelling in the happiness of the video they had just watched.

年に1回 翌年の方針を話し合います

And we've been really focused in the last year on CTR

何を作るかに関する 創造的かつビジネス的な議論です

which is click-through rate

成功には 良いコンテンツが必要です

for certainly individual videos, but also series of videos.

毎週やっても嫌にならない やりたいことを見つけましょう

But I think it's important to, at times, just sit back and say

自分らしさがあるものなら 新しいことでも視聴者は理解してくれます

"Why should I care that this got 100,000 views instead of 300,000 views?"

新しくても楽しめるもの それを視聴者は期待しています

You have to be able to get some satisfaction from your own creative fulfilment

膨大な数の動画を視聴でき 優れたクリエイターも星の数ほどいる

and not just from external likes, from external comments.

人気が上下するのは まったく自然なことです

But also, just look at your comments

熱心なファンが好きなものを 理解し それを提供できれば

as a whole, as a list, as a data set, almost like your analytics.

また人気は上昇してくるはずです

That can tell you if a new video is working or not.

And for us, it's always been that balance of

"What is our audience asking for or suggesting?" versus

"What do we wanna try? Is it a new medium? Is it a new type of video?"

And striking that balance, trying to do both

has really contributed to our longevity over the years.

About once a year, we all get together

and just talk about what we wanna focus on in the next year.

And it's a creative discussion and a business discussion.

The success can't come if you don't have the creative right.

You want to find something that you love doing

and won't hate yourself for doing week-in and week-out

and something that feels signature to you so that when people come back to it

they're not surprised that you've chased the next thing

but that you've delivered something that feels familiar and fun to them

and it is what they expect on your channel.

There are billions of videos to choose from.

Millions of other wonderful creators that people can go watch.

But you need to understand that ups and downs are totally natural.

You're gonna have fans that stick with you

and if you can go back to what they love about you

then you'll find another 'up' cycle again.

You'll get back there.