The Biggest Mistake Indie Filmmakers Are Making

marketing
getting-personal

(Bri Castellini) #1

Stop putting all your eggs in one basket. That’s it. That’s the advice.

Of course I’m joking. Have you ever known me to write less than fifteen paragraphs? Let’s unpack.

At the end of the day, we all want roughly the same thing, even if our goals are slightly different. We want to be seen. We want people to love our work and we want to make more of it without having to beg for scraps every time we do. But making what we make is a lot of work, and once we get to the part of the process where we want people to start taking notice, we’re plum out of energy, money, and time. So we start looking for answers and we start looking for someone to blame. Speaking of…

Stop blaming the YouTube algorithm for everything

YouTube was not made for filmmakers, and certainly not web series creators. Similarly, the YouTube algorithm was not built to support filmmakers and allow the best of digital video rise to the top. Hell, the YouTube algorithm was barely built to allow talented people who consider themselves “YouTubers” to rise to the top. It was built to keep viewers on the platform for as long as possible, to keep them coming back, to appease advertisers, and to make YouTube money to build more YouTube Spaces that only 5 people are allowed to use. Listen, I’m not saying I’m not a little salty about the whole thing. But I also recognize that YouTube is not a community, it is a tool, and decrying that totally sensible business decision on their part is a waste of everyone’s time.

For us, YouTube is a video hosting platform, not a discovery platform. Putting your show on YouTube is like standing in Times Square telling people you’re an actor. Don’t expect anyone to watch or listen, because you’re one of billions. So do the work. The Binge pilot, which by all accounts looks like it went viral after it garnered over 100,000 views in a relatively short amount of time, didn’t get that attention because of an “eating disorder” video tag. That pilot did well on YouTube because Angela Gulner, the co-creator and star, spent a month solid sending emails to blogs and publications and influencers and offering to write some of the articles about her show herself. “By the end of our initial marketing push, I was wearing arm braces,” she told me in an interview last year. And Carmilla? The international hit that spawned three extremely successful seasons and a feature film that was created by a legit digital media company and sponsored by Kotex from the beginning? The first two or three months that show was online the co-creators spent over 8 hours a day just doing direct outreach to people they thought would like the show. Literary-inspired web series fans, queer people looking for representation, vampire enthusiasts, classic literature readers, and anyone else they could think of.

Stop blaming YouTube and do the work. Similarly…

The YouTube Partnership Program was never gonna move the needle for you

I know this point is also YouTube-centric, but they’ve been the web series boogieman for so long and they’re where 90% of creators host their content, so it’s worth recognizing how little to do with your success or lack thereof lies with them.

Back in January there was a bit of uproar about YouTube drastically changing the YouTube Partner Program requirements, making it harder for smaller creators to display ads on their videos. People were understandably frustrated that the goalpost kept getting moved on them when so many of the odds were already stacked against them. But let’s be honest: if you were hit by this change, it was never going to actually be a viable income source. Hell, the biggest YouTubers on the platform don’t even depend on Adsense for their empires. As an example, OG creator Philip DeFranco’s primary income comes from Patreon, merchandise, and brand deals, even with the millions of views per video.

If you were depending on Adsense, or looking to eventually depend on Adsense, you’re kidding yourself. No one in the entertainment industry makes money doing one thing, and one thing only. Why else would Zooey Deschanel spend so much of her time singing about cotton? Eggs, get outta that one basket! And filmmakers, check out resources like our very own Alex LeMay’s article about diversifying your income streams.

There’s one last egg you need to separate, and I promise it has nothing to do with YouTube.

No one has the secret to success

Filmmakers have a tendency to ask the wrong questions when it comes to finding success in the entertainment industry. When people reach out to me or to Stareable, the first question is “how do I get people to watch my web series?” Then when I ask follow up questions or direct them towards our massive library of articles on the subject, it becomes pretty clear that’s not what they were looking for. They want me, or anyone in an AMA, or anyone in a podcast, to tell them exactly the steps they need to take to be successful. The problem is that the answer doesn’t exist. Entertainment careers are like snowflakes, because no two are made alike. There are examples of people who became movie stars after an agent saw them at the mall with their mom as a teenager, and there are examples of people who became movie stars in their 50s after hundreds of failed auditions.

Replicating the exact path you see someone else take will have different results 100% of the time, because they are a different person, with different circumstances, and different opportunities.

So I should just give up?

Of course not! And please don’t take this article’s thesis to be “work yourself to death to get noticed because you’re on your own, sucker.” All I’m saying is that there are a ton of ways you can reach your web series goals, so don’t sell yourself or your hard work short by only doing one thing. Experiment broadly! Submit press releases to tiny fan blogs and the New York Times alike. Do a podcast. Sell merch and stock footage. Put on wacky pop up events. Join and genuinely participate in communities. Start a blog. Success is not linear. Success is not predictable. And success does not occur on a convenient timeline. Just keep showing up, improving your craft, and doing the work. If you’re serious about this, nothing is impossible.

Do you agree? Disagree? Have more thoughts on the matter? Let me know in the comments!

Special thanks to @Danny_Riv for help with this article


(Danny Riv) #2

hey look, it me


(Ian David Diaz) #3

Hate Youtube much? LOL! I get you Bri, :slight_smile: I do not give advice, I can tell you what I would do and what I did when I started out on this crazy journey to complete my web series, not doing any of the below is a mistake. I’m sure everything I’m going to write has been said by someone else but here goes anyway, learn filmmaking 101, research that and be a Jedi movie maker. If you’re not Tony Stark rich, do the best you can within the budget and resources you have, common sense is needed here but still aim for the moon, wait a minute, that’s no moon. :slight_smile: Think about the best quality you can kick out within your structure - subject matter: if it’s a niche market thing then don’t expect high views on whatever platform you use, (unless it somehow hits the exhaust port on the Death Star and blows up becoming viral), look at other web shows and figure out if you want to imitate their format or do something different, in other words, do your research. Write about what appeals to you subject matter wise, and ask yourself will this appeal to anyone else? Shop your script around and get some feedback. Remember that first impression counts, it’s like a good graphic novel if the reader is not captured by the visuals and writing within the first few pages they’ll stop reading. If your show looks amateurish people will stop watching. Do not be afraid to fail, your failure is just another step towards success. If it’s great people will discover it like The Shawshank Redemption. :slight_smile: Do not let life get in the way of your passion. If life means anything it means do what makes you happy but don’t be a Thanos and crap over people to get what you want because that will come back and bite you in the arse one day - “do or do not” said the little green Muppet, and I agree. Passion will drive you, but common sense will help you complete it. And as the great late Stan “the man” Lee said - Excelsior!


(Meg Carroway) #4

You’re just… saying what she said? If I understand, all Bri is saying is that blaming YouTube for your success or lack thereof is a fool’s errand. She doesn’t hate YouTube… it’s like she’s pointing out hating YouTube is a waste of time because they’re not part of the equation. I would guess Facebook is in the same boat, especially with all the view count frauds that have come out recently


(Ian David Diaz) #5

I know she doesn’t hate Youtube - I was joking I put a smiley face next to my comment - doesn’t that mean I’m joking or have I got that wrong?


(Meg Carroway) #6

That’s not always how that works but there’s not a hard and fast rule or whatever. And joking can go many ways so it’s not hard to interpret that you misunderstood but were trying to soften the thing with a smiley


(Ian David Diaz) #7

No worries.


(Ghetto Nerd Girl) #8

I’m liking the images of eggs you chose. And I agree with the statements above. As I get back on the horse I’m learning (once more) no one is going to care as much as me and that’s okay. I will take what I can get in the help department, and do the rest myself. I am enjoying the journey!


(Ghetto Nerd Girl) #9

Count frauds? Where did you read this?


(Meg Carroway) #10

There was a thread a few weeks ago- lemme find it.



(Ghetto Nerd Girl) #11

Thank you! Yoooo that’s bad, but not surprising.


(Meg Carroway) #12

Yeah Facebook has not had a good year of press.


(Bri Castellini) #13

It was certainly the weirdest stock footage search I’ve ever done :joy:

I think that while your point makes sense, I hope that’s not what you took away from my argument here. My argument was that relying on a passive distributor to get you seen, with the type of content and amount of content we make, is, to Meg’s point, a fool’s errand. It’s not that no one cares, it’s that the business/platform of YouTube doesn’t, so being frustrated that their algorithm isn’t build in our favor isn’t useful or likely to change. Plenty of people will care if your content is good and made with love, you just have to reach them differently then uploading and wishing on a star like it seems like many people do. Uploading your series shouldn’t even be the BEGINNING of the path. The beginning starts with audience building far before YouTube is even part of the equation.


(Ghetto Nerd Girl) #14

Oh, yeah I’m not mad at YT (anymore) and that comment wasn’t really about them. It was more about people in general. I’m well on the path at looking for alternative avenues for exposure and recognition which is working well, but building an empire takes time.


(Bri Castellini) #15

Mood for 2019? I think we found it!


(Ghetto Nerd Girl) #16

Sounds good to me!


(Ghetto Nerd Girl) #17

This paragraph is so true! I think a lot of people are afraid to take risks and want a guaranteed no fail plan, but that doesn’t exist. I’ve learned to embrace the failures and setbacks because it’s part of the process.