YouTube is more important for artists than ever

YouTube: The big stage for artists in a digital world

Over the past decade, the landscape for artists has changed dramatically. Galleries, museums, and live performances were once the stages of choice for reaching a wide audience. But the power of digital technology has revolutionized this landscape.

Among all the digital platforms available today, one has stood out in particular: YouTube . On this occasion, we will highlight the key aspects of why YouTube is more important than ever for artists and how you, as a creative mind, can best utilize the potential of this platform.

The dominance of YouTube in visual content

a pioneer in video content long before TikTok and Instagram

Your eyes might light up at the thought of posting a video on YouTube and instantly getting millions of clicks. But the reality is often more complex – and as multifaceted as a well-painted picture. YouTube is the second largest search engine in the world , right after Google. This fact illustrates just how powerful this platform truly is. With over two billion monthly active users, YouTube offers artists a stage that is particularly well-suited for creative professionals.

YouTube provides an ideal (digital) platform for creatives. In January 2020, 93% of the most-viewed videos were music videos. There are numerous reasons for artists (not just musicians) to showcase their work on this platform, but the key is that it functions as a free streaming and marketing solution that also offers diverse monetization opportunities (we'll come back to this later).

Artists active on YouTube have the opportunity to reach audiences across all demographics. It's not just Millennials and Generation Z who use this platform; people over 50 also visit the YouTube homepage at least once a month.

But how did YouTube manage to assume such a dominant role?

Simply put: Visual culture dominates our daily lives. Art history tells us that a picture is worth a thousand words. This visual dominance is reflected today in videos, where artists can present their work, processes, and sources of inspiration, often in ways that are not possible through traditional media.

Accessibility and authenticity

One of YouTube's greatest strengths is its ability to reach a broad and diverse audience. You can present your artwork to a global public, something that would be nearly impossible with traditional methods. Furthermore, the platform offers an authenticity that is often sought after in the art world. Fans and followers can interact directly with you, leave comments, and even share content that inspires them.

This direct connection is invaluable. For example, British artist David Hockney used YouTube to offer a glimpse behind the scenes of his painting technique. Such insights create a personal connection and increase interest in and appreciation of your work.

The algorithm as an ally

To use YouTube successfully, it's essential to understand the algorithm. The algorithm is a complex system designed to promote content based on relevance and user engagement. The more people watch, like, comment on, and share your videos, the higher they will appear in search results.

Sounds complicated? Not necessarily. Here are three quick tips on how you can use the algorithm to your advantage:

• Optimize your titles and descriptions: Use concise and descriptive titles that capture the essence of your video. The description should be equally clear and informative, ideally including relevant keywords.

• Create appealing thumbnails: A well-designed thumbnail can make the difference between getting clicked or getting lost in the sea of ​​videos.

• Encourage interaction: Ask your viewers to like, comment on, and share your videos. The more interaction your video receives, the better it will be rated.

How artists can use YouTube to their advantage

As we've seen, the sheer size and reach of this video platform make it almost impossible to ignore. But what are the specific advantages and applications for artists? We provide an overview:

01 Marketing artworks

A recent survey shows that over 70% of people who regularly use YouTube are influenced by the content they consume on the platform. This offers you, as an artist, an excellent opportunity to market your art through your videos.

If you want to promote specific works or collections, you should ensure they are featured in at least one of your videos. Additionally, you can use videos to tell a story about a work of art. For example, you could produce a video demonstrating how you source materials and how they are transformed into finished works of art.

When potential buyers experience the art in action, they can better understand the creative process.

02 Establishing contact with potential customers

Any artist who has ever organized an open studio or attended a preview of their own exhibition knows that the interaction(s) with potential buyers make all the difference in closing a sale.

Collectors and buyers appreciate the opportunity to meet the artist in person before purchasing a work. YouTube can support you in a virtual environment that gives you access to millions of viewers.

If you're unsure what to present on YouTube, consider one of these suggestions :

• Unleash your inner artist. Upload materials about yourself and your artistic work.
• Create a work of art. Position a camera and record it in time-lapse or stop-motion.
• Document a visit to an artist's studio or a gallery exhibition. Review an exhibition or an artist. Searching on YouTube is similar to research in other areas of the internet. If your video is about a new exhibition, it could potentially reach a wider audience.
• Share the story of your favorite piece of art by outlining your inspiration and explaining how it all came together. 
• Conduct an interview with an artist about their career, their artistic practice (or a conversation with you).
• Demonstrate your skills as an artist through performances, a time-lapse video of the creation of your artwork, or a presentation of your tools and materials during the creative process.
• Alternatively, you can simply sit down and discuss your best advice for young artists or the art industry.

Here are two successful examples:

No matter what topic you want to talk about, ideally create an appealing background for your videos by showcasing other completed artworks for sale that will pique the interest of potential buyers.

03 Establish yourself as a brand

We recommend that you display your logo or profile picture/avatar/band logo/etc. at the beginning and end of your videos and briefly introduce yourself and the name of your art company/project (if applicable).

This helps ensure that you as an artist and your brand remain firmly anchored in the minds of the audience. 

04 Organic Visibility on the Web

Numerous popular social media platforms have reduced the organic reach of posts over time (most recently Instagram). This has made it more difficult for users to ensure their content is seen by members of their target audience.

YouTube is an exception here. On YouTube, your content has the chance to be discovered organically by a large number of people. YouTube is not only the largest platform for sharing videos, but also the second largest search engine worldwide (as we've already mentioned).

Therefore, many users search for videos on a wide variety of topics on YouTube, which opens up excellent opportunities for organic growth for content creators. Other platforms do not offer artists the same level of organic visibility as YouTube.

5. Collaborations with other artists

An excellent way for an artist to make their work accessible to a wider audience is through collaboration with other artists or content creators. Such partnerships are very popular on YouTube.

Collaborating with other content creators, whether they are also artists or not, can significantly increase the visibility of your work. Many artists tend to team up with like-minded individuals, but sometimes collaborating with non-artists proves more advantageous.

Even non-artists appreciate your work and can help introduce it to a new audience. Therefore, don't hesitate to collaborate with non-artists. Otherwise, you could miss out on valuable opportunities.

06 Additional sources of income

By producing video content and making it discoverable organically, you have the chance to reach a large number of people on YouTube. If you succeed in attracting a large audience, you also have the opportunity to generate additional revenue.

A key reason for YouTube's immense popularity is the opportunity it offers content creators to monetize their work. Artists, too, can benefit from this. Often, people have misconceptions about monetization on YouTube. Google AdSense isn't the only way to earn money on the platform—especially for artists.

As a creative professional, you can use YouTube to attract potential buyers, sell your art, and generate income. Furthermore, you have access to collaborations with brands and companies, which can further boost your earnings. Artists generate income in a similar way to how dancers often do.

In addition to the options mentioned, there are other ways you can generate income:

• Super Chats and Super Stickers: Fans can give money during live streams to highlight their messages.
• Memberships: Offer exclusive content, materials, or courses for paying members.
• Merchandising: Use platforms like Teespring, which allow direct integration with YouTube, to sell your own products.

07 Building a fan base

And last but not least, YouTube is a fantastic platform for building a steadily growing and loyal fan base. This has become a real game-changer, especially for musicians. But visual artists have also written great success stories here.

 

Your start on YouTube: First steps, best practices & important tips

01 Set up your channel

If you're starting from scratch, the first step is to create a YouTube channel . Make sure your channel is designed to reflect your artistic identity. Use an eye-catching banner for your channel and choose a clear, high-quality profile picture – ideally your logo or a professional photo of yourself.

Don't forget the "About" of your channel. Here you have the opportunity to share your artistic journey, your genre, your sources of inspiration, and other information you'd like to share with your fans.

If you're unsure where to begin, take a look at the YouTube channels of your favorite artists or musicians. Notice what you like about their channels and think about how you can incorporate similar aspects into your own work. Analyze their branding, the structure of their videos, and the way they interact with their audience. Let their success inspire you and adapt it to your own unique style.

Additionally, you should consider registering for an official "artist channel" on YouTube ( YouTube for Artists "note" will then appear next to your channel name , signaling to viewers that you are performing as an artist.

Advantages of an official artist channel:

• Centralized music hub : Having all your tracks in one place can increase views and subscriptions.
• Tailor-made channel design : Showcase videos, customize areas, and present content to appeal to fans.
• Artist profile : Control how your brand is displayed on YouTube and connected Google platforms.
• Improved fan engagement : Use tools like community posts to interact with fans on a more personal level.
• Emerging artists in the spotlight : Increase your chances of being featured in the YouTube trending segment and thus increase your visibility.
• Insightful analytics : Access data to capture fan demographics, video metrics, and more.

Analytics for Artists provides a deep understanding of your content's performance on YouTube. This includes:

• Evaluation of song performances in various video formats
• Statistics from your own channels and others that feature your music
• Real-time insights via the YouTube Studio app

Here is a guide to creating an official T-Bore artist channel:

02 High-quality content is essential

There is no easy way. To stand out from the crowd, it is essential for artists using YouTube to consistently offer high-quality content to expand their audience.

This naturally includes your artwork and music, but you should also consider making your content more varied. Behind-the-scenes videos, recording sessions, insights into image composition, music production tutorials, and vlogs about your life as a musician/artist can make your channel more interesting and relatable.

Remember: People are attracted to people, not just to works

Use your early days on YouTube to experiment with different content formats. Try vlogs, lyric videos, cover versions, time-lapse videos, compilations, fun videos, interviews, or anything else you can think of. Yes, this will be a journey full of trial and error, but through this process you'll discover what content resonates with your audience.

Once you understand this, you can focus on producing more of what excites your audience.

03  Interact with your audience

Engagement on YouTube is not a one-way street. Don't just post videos; make sure you actively communicate with your viewers. Respond to comments on your content, create community posts, organize live chats, or even hold Q&A sessions.

This form of interaction fosters a sense of community and loyalty among your audience, increasing the likelihood that viewers will remain loyal and recommend your work. If you, as an artist, are interested in expanding your audience, you should definitely not overlook this aspect.

04 Collaborations with other artists

Collaboration is a powerful tool on YouTube that allows you, as an artist, to expand your fanbase. By working with other artists, musicians, or producers, you have the opportunity to reach their audiences, and vice versa.

Whether it's a musical collaboration, a shout-out, an interview, or a guest appearance, this tactic can increase your visibility and bring you closer to new potential fans. Always strive to foster a fair exchange.

Therefore, don't simply contact other YouTubers and demand free advertising. Instead, you should try to offer added value first – ideally at the same level or even more.

05 The technical side – Use SEO

Search engine optimization (SEO) isn't limited to websites; it also plays a vital role for YouTube. Conduct thorough research into relevant keywords related to your genre, titles, or general art topics.

Include these keywords in the titles, descriptions, and tags of your videos. A well-crafted title and a concise description can help your videos appear in YouTube search results and related content, increasing your visibility to potential followers.

For those unfamiliar with the concept: SEO, or search engine optimization, is a method to improve a website's ranking in search engine results. When it comes to YouTube, SEO involves strategically using specific keywords in your video titles, descriptions, and tags that users are likely to enter when searching for content similar to yours.

Effective SEO can cause your videos to appear more frequently in search results, which in turn leads to more views and potential fans. Ironically, YouTube itself offers countless tutorials explaining how to implement SEO on the platform. It doesn't take long to familiarize yourself with the intricacies and use the algorithm to expand your audience as an artist.

06 Monetize your YouTube channel

Before we delve into the specific aspects of monetizing your YouTube channel, we want to emphasize the importance of this step. As an artist, musician, and/or producer, generating income with your talent is not only enriching but often essential for the continuation of your artistic career.

In a perfect world, passion would cover the costs, but reality demands pragmatic approaches to ensure your creative work remains profitable.

Let's now look at the monetization options on YouTube. If you meet YouTube's requirements, you can join the YouTube Affiliate Program , which allows you revenue from advertisements on your videos.

Depending on how many views you generate monthly, this can be either a substantial sum or just a small amount. Regardless of whether YouTube pays you a lot or a little, you can strategically use your channel to encourage your viewers to purchase your art, music, merchandise, or tickets to your performances, or to support you in other ways.

Requirements for participation in the YouTube Affiliate Program

To generate revenue with your YouTube channel, you must meet certain criteria. Only when you fulfill these requirements will you be able to participate in the YouTube Affiliate Program (YPP) and benefit from various monetization options

1. At least 1,000 subscribers: This is the minimum number you need to qualify for the Affiliate Program . Without this minimum number of followers, you cannot activate monetization.
2. 4,000 hours of watch time within the last 12 months: Besides the number of subscribers, watch time is a crucial factor. Your content needs to be viewed sufficiently to generate revenue. Alternatively, instead of 4,000 hours of watch time within 90 days, you could also achieve 10 million views on YouTube Shorts.
3. No violations of YouTube guidelines: Your channel must not violate YouTube's Community Guidelines or infringe on any copyrights. Otherwise, you may be denied access to the program.
4. Active Google AdSense account: To receive payments from YouTube, you need an active AdSense account that allows you to generate advertising revenue.

Monetization options on YouTube

Once you have met the necessary requirements, you will have several options for generating revenue on YouTube. The most common monetization methods listed below:

• Advertising : The most common source of revenue is advertising, which is displayed either before or during your videos. Earnings depend on the number of views, the target audience, and the type of ads shown.
• Channel memberships : Once you reach a certain number of subscribers, you can offer channel memberships. Your followers have the option to pay a monthly fee to gain access to exclusive content or benefits.
• Super Chat and Super Stickers : During live streams, viewers have the option to donate money to highlight their messages or stickers. This feature is particularly popular during live broadcasts.
• Merchandise sales : Once you have built a loyal fan base, you can also sell your own products or merchandise directly through your channel.
• Affiliate marketing : Many YouTubers use affiliate links to recommend products and earn a commission on the corresponding sales.
• Sponsorships : A large number of videos on major channels are now sponsored. Many companies use influencer marketing to increase their success, especially with niche target groups.

An assessment: How much money can you earn with 1,000 subscribers?

It is a common misconception that simply reaching 1,000 subscribers will immediately generate high revenue. In fact, earnings depend on various factors:

• Views per video : The number of subscribers is not the only decisive factor. The more views your videos generate, the higher your advertising revenue will be.
• Channel niche : Certain niches, such as technology, finance, or education, tend to have higher CPM (cost per mille), meaning you earn more per 1,000 views.
• Target audience : Viewers from certain countries or age groups are more valuable to advertisers, which can result in higher revenues.

A rough estimate : With 1,000 subscribers and regular views, you could earn between €50 and €200 per month through advertising revenue. However, it's important to note that most YouTubers diversify their income and are not solely reliant on advertising revenue.

Build your YouTube channel faster: Buy subscribers?

A key factor for success on YouTube is the continuous growth of your channel. However, building a large following can be very time-consuming, especially if you're starting from scratch. Buying subscribers could be a way to accelerate your progress.

Platforms like Followerson offer the opportunity buy real YouTube subscribers and thus accelerate the growth of your channel.

Why might buying subscribers be advantageous?

• Faster growth : The more subscribers you have, the more likely new viewers are to discover your channel. This builds trust and increases the likelihood that your channel will be recommended by YouTube.
• Better monetization opportunities : Once you reach the 1,000 subscriber mark, you can immediately start monetizing and generate revenue faster.
• Strengthening social credibility : A high number of subscribers signals to potential followers that your channel is popular, which can lead to organic growth.

How to reach your first 1,000 subscribers organically

If you prefer to grow organically, there are several strategies available to increase your subscriber count:

• Regular content: Consistency plays a crucial role. Publish videos continuously to engage your audience and gain additional subscribers. You can also create an editorial calendar to plan in advance which topics and videos you want to present in the coming month.
• Optimizing video titles and descriptions: Use keywords that appeal to potential viewers. Ensure your video titles are both engaging and concise. Simply consider what viewers would search for on Google to find the content of your video.
• Collaboration with other YouTubers: Collaborations with other content creators can help you reach their audience and gain new subscribers.
• Call to Action (CTA): Actively encourage your viewers to subscribe to your channel or leave a comment. You can easily ask your viewers for their opinion on the topic. Many forget this important step.
• Sharing on social networks: Use your other platforms such as Instagram , Facebook, TikTok or Twitter to promote your videos and gain additional subscribers.

07  Understand your fans: YouTube Analytics

Once you start reaching an audience on YouTube, it is important to find out which content resonates best with your viewers and to optimize your upload strategy to maintain their interest in the long term.

Several excellent tools are available to help you analyze your success. YouTube provides YouTube Analytics, which allows you to find out where your fans are, their demographic characteristics, when they watch videos, and what else interests them.

Particularly relevant is the newly introduced YouTube Analytics for Artists , which captures aspects such as "Total Reach" (the audience of your official channel plus the audience of other YouTubers who use your music) and helps you better understand the performance of your videos. With these new tools, YouTube empowers you to drive your growth by understanding the factors influencing it.

Success stories of artists on YouTube and their methods

Numerous artists have not only gained fame through the platform, but have also found innovative ways to monetize their art and engage their fans. In this section, we'll take a look at some successful artists on YouTube and their methods.

Be inspired and learn from these pioneers in the digital art world.

Peter Draws – The Art of Drawing Redefined

Peter Deligdisch, known as Peter Draws , is an American artist specializing in highly detailed, abstract drawings . His videos, in which he demonstrates his drawing process, have made him a sensation, and he now has hundreds of thousands of subscribers.

What makes him so successful?

• ASMR and long-form content: Peter uses a special method to engage his viewers. His videos often have a calming effect and utilize elements of ASMR (Autonomous Sensory Meridian Response). This tranquil and meditative presentation of his work attracts many viewers.
• Live drawing and interaction: Peter frequently performs live drawing sessions where he interacts directly with his audience. This fosters a community of fans who feel connected and involved.
• Merchandising: Peter uses his platform to sell exclusive artwork, books, and merchandise. This has opened up an additional source of income for him, beyond advertising revenue.

The Art Assignment – ​​Education Meets Entertainment

The Art Assignment is a popular YouTube channel created by art critic Sarah Urist Green and her husband, the well-known author John Green. The channel offers a variety of content, from art assignments to discussions about art history and contemporary artists.

Recipes for success:

• Educational content: The Art Assignment has succeeded in presenting educational content in an entertaining way. Each video offers a blend of artistic instruction and historical context, both informing and inspiring viewers.
• Collaboration with artists: The channel frequently collaborates with contemporary artists to create original art projects that viewers can try at home. This interactive element has fostered a dedicated community.
• Crowdfunding: The Art Assignment uses platforms like Patreon to obtain additional support from fans. These funds help finance the production of high-quality content.

Jazza – Creativity in various media

Josiah Brooks , better known as Jazza , is an Australian artist whose YouTube channel covers a variety of creative projects, from drawings and animations to art challenges and tutorials.

Recipes for success:

• Diverse content: Jazza offers a wide range of content, which has helped him attract a large audience. His art challenges, in which he uses unusual materials or techniques, are particularly popular and encourage creativity and experimentation.
• Community engagement: Jazza fully leverages its engagement potential by regularly organizing competitions and challenges where viewers can submit their own artwork. This strengthens the bond with the community and stimulates the creativity of fans.
• Online courses and books: Jazza expands his income streams by selling online art courses and books. These products offer deeper insights and learning opportunities and perfectly complement his YouTube content.

Proko – Anatomy and Art Made Easy

Stan Prokopenko , better known as Proko , is an artist and art teacher specializing in anatomical drawing and the depiction of the human body. His channel offers high-quality tutorials and courses aimed at both beginners and advanced artists.

Recipes for success:

• Detailed tutorials: Proko's videos are known for their high quality and detailed instructions. He explains complex concepts in an understandable way and often uses humorous elements to facilitate the learning process.
• Free and paid content: While many of his tutorials are available for free on YouTube, Proko also offers more comprehensive courses and additional materials on his website. This combination allows him to reach a wide audience while simultaneously generating revenue.
• Community feedback: Proko regularly uses feedback from its community to improve its content and address new topics. This shows its viewers that their opinions and needs are taken seriously.

Baumgartner Restoration – The Art of Restoration

Julian Baumgartner , an expert in art restoration, has gained a large following through his YouTube channel, Baumgartner Restoration. His videos document the meticulous and fascinating work of restoring classical paintings.

Recipes for success:

• A unique insight: Baumgartner's videos offer a rare glimpse behind the scenes of art restoration. Viewers see the entire process, from damage analysis and conservation to final restoration.
• Slow motion and time-lapse techniques: To break down the many hours of work into consumable pieces, Baumgartner uses time-lapse videos that reduce the long restoration process to an understandable minimum.
• Patreon support: Baumgartner uses Patreon to find supporters who enable him to produce high-quality content. In return, supporters receive exclusive insights and bonus material.

The success stories of these artists show that there are many ways to showcase your art on YouTube and profit financially from it. Use this knowledge and let your creativity flow – videos that share your art and your story could be the start of something big.

Artistic freedom and visual narrative

One of the best things about YouTube is the freedom it offers. You're not restricted by the narrow confines of a gallery or curator. Instead, you can tell your story your way.

Use this freedom to realize your artistic vision. Tell the stories behind your works, document your creative process, and share inspiring moments from your everyday life.

The future of art on YouTube

The use of YouTube by artists is not a short-lived trend. With advancing technology and increasing internet usage, this platform will continue to play a central role in the art scene.

Virtual Reality (VR) and Augmented Reality (AR) are on the rise and already an integral part of YouTube. These technologies offer new ways to experience and share art in entirely new ways.

Imagine being able to guide your audience through a virtual gallery where they can see your work in 3D.

Final thoughts

YouTube is more than just a platform for cat videos and vlogs. For artists, it offers a powerful tool to showcase their work, reach a global audience, and even create diverse monetization opportunities. It's a stage where your art is not only seen but also appreciated and understood.

Take advantage of this opportunity and let your creativity blossom online!