Image via Complex Original/Marcus Allen
So you want to be a Sneaker YouTube star. You’ve watched videos by your favorite creators for years, got your unboxing angles down pat, and have perfected your “what’s up guys?” Now how do you actually get things started and create your own Sneaker YouTube channel?
There’s no one better than the one and only Jacques Slade, aka Kustoo, to tell you how to dip your feet into the game, so we had him tell it. Here’s what he had to say.
Do your research on who’s doing what.
One of the best ways to see what YouTube needs is to see what everyone else is doing. Big companies do it all of the time. Think of it this way: Nike knows about Boost, how it feels, how it performs, and how the consumer feels about it. On the flip side, Adidas knows about Nike React. Why? Because it helps them create a better product for their customer. The same goes for YouTube. You should know exactly what people in your space are doing and more importantly, how people respond to it.
This will help to prevent you from recreating what is already out there and teach you how people respond to different styles of content.
Your equipment doesn't matter.
People use a lack of equipment as a reason why they can’t create videos. Almost everyone has a cell phone in their pockets these days, and you can definitely create amazing and compelling content with just that. That’s not to say you can’t up the quality of your videos as time goes on, but the more important detail is that you get comfortable on camera and develop your style. In addition, you need to learn how to edit your video, light a scene, capture clean audio, and frame a shot. These skills all come with time. There is no camera that is going to make you successful on YouTube. What will make you successful is giving the audience something they can’t get anywhere else—you.
Learn how to edit.
This goes without saying, but you must learn how to edit. Most people, myself included, don’t have the luxury of paying someone to edit for us. I taught myself how to edit by watching YouTube videos and downloading tutorials. The process is tedious and long, but it teaches you a skill that will make you a better content creator in the long run. The technical skills that come along with editing will help you be more analytical with your content. Putting together a video in a timeline will force you to think about the flow of a story. This will help with the next time you shoot a video, because now you have a better idea of what you need and don’t need when telling your story.
Editing also helps to develop your style of video. Whether you use special transitions, text on the screen, colors, or special effects, they also play a part in your establishing your own identity and giving people a reason to tune in to your content versus another creator.
Research the history of the product you are talking about.
The sneaker world is full of experts. If that is the area you want to discuss, you have to know what you’re talking about. There are a million channels out there that can tell you the colors of a shoe and that it has a rubber outsole. But how many can tell you why? How many can tell you the resale price? How many know the designer? What about the reason it has that particular logo on the tongue?
Not all shoes will have a detailed history, but the more you research and find out details about an individual shoe, the more you will know about shoes in general and how they are made. Armed with this info, you are able to be more creative with your story telling. Most people get stuck with just the basics—which is fine if that is the type of creator you want to be—but if you want to be able to create some individuality, you are going to need to put in the work with some research.
Develop your on-air persona. Highlight what makes you different.
When it comes to YouTube, being yourself is one of the most important aspects of success. A lot of times people see what is already happening on the platform and try to make a carbon copy of what they see and expect to have the same success. The YouTube community tends to reward those that give a fresh perspective on things. So while there may be a thousand sneaker channels out there, the best way to separate yourself is to create value for the audience. Yes, you have the same shoe that everyone else has, but what can you offer them that they can’t get anywhere else? Are you funny? Do you have information they can’t get anywhere else? Are you more technical? More lifestyle? A hypebeast? Are you old school? Do you play ball? While these are all small differences, those differences can be what draws people to you and separates you from everyone else.
Develop your show idea.
This step isn’t something that has to happen from the very start, but it does help you stand out. My thought when I started out was to create something I would want to watch. That small change in the way I thought about things helps me create the look and feel of my “show.” We don’t often think about our content as a show, because a lot of us are individual creators. But developing your style helps establish who you are and what you bring to the community.
Shoot your show idea.
Obvious, right? You would be surprised how many people have told me they are going to create a YouTube channel and never do it. Whether it’s a lack of confidence, a perceived lack of product, or some other excuse, one of the biggest hurdles you’ll face is actually shooting and posting your video. For most of us, those first few videos are terrible. However, those first few videos teach us about the creator we will eventually become or the creator we want to be.
Develop a relationship and engage with your audience.
You have to put in the work. Taking the time to develop a relationship and engage with your audience allows you to become a real person and not just a face on the screen. Think about the people you know and how much more you trust their thoughts and opinions over random people on the internet. The same goes for you audience. The closer they feel to you, the more likely they are going to consume your content. Simple things like responding to comments and replying to people on social media can go a long way.
It also helps to be consistent. Whether that means you post once a week or once a day, being consistent helps you be disciplined and it also gives your audience something to look forward to. Set a realistic expectation for yourself and stick to it.
Create contacts with sneaker brands/retailers to get product/content.
While having a relationship with sneaker brands and retailers helps, it shouldn’t be the thing that determines whether or not you are successful. You can create a ton of content about sneakers -- without actually having to obtain a new pair of sneakers. You probably have a few pairs of shoes in your closet that you can get going with. Starting this way helps you think about what you are going to create and why. If you can create fun and engaging content without relying on the brands, that’s fantastic.
With that being said, being able to tap into brands for products and content helps. This relationship starts with your creating content. Your main goal is to create value for your audience. Brands and retailers pay attention to those things. But again, don’t bank on it. Your job is to create for the audience. If a brand doesn’t invite you to a big event, start with the little ones. Go to an in-store sneaker launch and cover it from your perspective on your channels. These small things help get you on the radar of the brands and could eventually lead to invites to bigger events and eventually product.
Have fun.
Yes, it is going to be hard work. Yes, there will be long nights. Yes, you will get frustrated. But try and have fun in the process. The last thing you want is for the content to become a burden that you have to do. Try to have fun in the process and enjoy yourself. There is no need to become successful on YouTube if you hate every minute of it.