You’ve told me this, darling…(repetition)

I’ve been dating a guy for several months now. And we’ve just hit that point in our relationship where we are starting to repeat our stories. Sometimes, we just allow it to happen, recognising that we are telling the story in order to connect. Sometimes though, a patient, “I love you, but this is the 10th time I’ve heard this,” is necessary.

When we allow a story to be repeated, it’s out of love. But on YouTube, there is no love. A good portion of your job is to appeal to new viewers who have ZERO attachment to who you are. And when you repeat yourself, you lose them.

In fact, this is so important, that the scriptwriter for Ali Abdaal, George Blackman, has this as one of the top retention killers listed in his course. Side note: his course is gold.

It’s Not on Purpose

I had a video which performed poorly that I submitted to the aforementioned course for review. The feedback I got from several members is that I was repeating myself, and this was especially detrimental in the intro when viewers were most likely to drop off.

I rewatched the video, and I couldn’t initially see to what they were referring.

Turns out I was repeating myself by rephrasing the same information in a different way, which caused me to overlook the repetition.

As I did, YouTubers can accidentally repeat themselves in various ways, often without realizing it. Here are some common scenarios:

1. Improvised Content: Without a clear plan or script, you might inadvertently cover the same points multiple times.
2. Catchphrases and Expressions: You may rely on certain phrases or expressions out of habit.
3. Favorite Topics: You might have a preference for certain topics and unconsciously revisit them often, even if you’ve already covered them extensively.
4. Forgetting Previous Content: You may forget what you’ve already said in the same video or in previous videos.
5. Recycling Ideas: Without keeping track of past content, you might unknowingly reuse ideas and themes.
6. Addressing Comments: In responding to audience comments and questions, you might repeat explanations or information.
7. Clarifications and Elaborations: When attempting to clarify previous points or elaborate on them, you might restate the same information in different words.
8. Filling Time: To avoid dead air, gaps in the content or to reach a desired video length, you might repeat yourself to keep the conversation going.
9. Editing Errors: During the editing process, repeated clips or segments might be included accidentally, resulting in repetition.
10. Multiple Filming Sessions: When a video is filmed over multiple sessions, you might forget what was covered in previous sessions.
11. Reinforcement of Messages: To emphasize or ensure understanding of important points, you might repeat them multiple times, sometimes going overboard.
12. Recapping: Summarizing previous content at the beginning of a video to catch new viewers up can lead to repetition for regular viewers.

Why Does This Matter?

Within a Video

Repeated content can quickly bore viewers, causing them to lose interest and click away. Audiences expect fresh, engaging material constantly. When content becomes predictable due to repetition, viewers may feel there’s nothing new to learn or enjoy, reducing their desire to continue watching.

Now this is important within a video, but also applies across your channel as a whole.

Not Just Within a video

If a YouTuber repeats the same topics or themes over and over without providing a fresh perspective or new information, viewers may feel they’ve already seen everything the channel has to offer. This can lead to reduced interest in future videos.

For those of us who are trying to build credibility and trust for a possible business side to the channel, consistent repetition from video to video can make it seem as if the creator lacks depth or expertise.

And of course, this has a knock-on effect by affecting Watch Time and Click-Through Rates (CTR). If viewers frequently drop off due to repetition, it signals to the algorithm that the content is not engaging. If viewers decide not to click on your videos because they seem like a repeat of a past topic, this decreases your CTR.

What To Do

Since realising how important this is, I am paying much closer attention to repetition. Once a video is edited, I go back through it with an “eliminate repetition” lens. I do not allow any repetition. Nada. Zilch.

And if I’m honest, this is absolutely a “Murder Your Darlings” scenario. Sometimes I like how my repetition sounds, or I think I was clever. Making the decision to cut the clip is difficult. Setting myself a rule of ZERO REPETITION takes any internal negotiation out of the process.

In terms of my channel as a whole, I am also more conscientious of providing a wider range of topics, formats, and styles in attempts to retain viewers over time (To be honest, experimenting and trying new things should be at the core of how any YouTuber who wants to be successful runs their channel). Viewers are drawn to content that provides new insights, entertainment, or information. Repetition can undermine the perceived value of the content.

Action

Go back through your next video with a repetition lens.

1. Is this video presenting a new topic?
2. If not, is this video presenting new information on a previously used topic?
3. If yes, are you selling it to the viewer in a new way to ensure they don’t think the video is a repeat of past content?
4. Are you repeating yourself in the video? Use the list in the “It’s Not On Purpose” section to see if there are any ways you are accidentally repeating yourself.
5. Be brutal: CUT OUT REPETION.

Would you like a Channel Audit?

I am offering a full channel audit for just $30USD ($200USD value!) to help you get a clear view of how you can improve your channel. Included in this is:

• 🎯60-minute research in advance
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In full disclosure, I am offering a review at such a low price because I am seeking Upwork reviews. You can book a review through this link. AND THANK YOU!