I've had an on/off relationship with YouTube over the years. Effectively YouTube won and is the only game in town for videos (assuming you actually want people to watch what you produce). I'm currently on just over 1.6 million views with just under 700 subscribers, but I've never had the resources (mostly time) to devote to a dedicated push towards building a committed YouTube audience, preferring instead to focus my limited time on this (and other) blogs. Over the years I've thought about trying to figure out what would be required to achieve this, but apart from gut instinct, it's not easy to figure out. This is about the best analysis I've read of science communication on YouTube. It's not particularly good reading for science communication professionals, and certainly not for scientific publishers. Like me, they are clearly struggling with YouTube. Interestingly, the findings are a vindication of the Just Do It philosophy of the EduPunk days. Remember then?
Will Grant. (2015) Science communication on YouTube: Factors that affect channel and video popularity. Public Understanding of Science, 19 February 2015. doi: 10.1177/0963662515572068
YouTube has become one of the largest websites on the Internet. Among its many genres, both professional and amateur science communicators compete for audience attention. This article provides the first overview of science communication on YouTube and examines content factors that affect the popularity of science communication videos on the site. A content analysis of 390 videos from 39 YouTube channels was conducted. Although professionally generated content is superior in number, user-generated content was significantly more popular. Furthermore, videos that had consistent science communicators were more popular than those without a regular communicator. This study represents an important first step to understand content factors, which increases the channel and video popularity of science communication on YouTube.