Why this NYC creator deleted his YouTube channel

Author

Brett Dashevsky
July 12, 2024

Hey! Welcome to the Creator Economy NYC newsletter — the premier place for all things creator economy in the Big Apple.

Run clubs are everywhere in NYC these days. I keep coming across Lunge Run Club (“for singles”) that are mobbing the streets. Maybe we need a Creator Economy NYC run-club. Who's in?

In today's newsletter, we're sharing the story of Jack Settleman, the NYC creator behind Snapback Sports. He did something wild: deleted his YouTube channel with 600K subscribers. But… it actually worked out.

Let’s dive into it.

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CITY SPOTLIGHT

Why NYC-based Jack Settleman deleted his 600K YouTube channel (and found success)

Snapback Sports YouTube Channel

As a creator, growth is often seen as the ultimate goal. Creators work tirelessly to build their audience, hoping to reach the coveted million-subscriber mark. But what happens when a creator realizes their content strategy no longer aligns with their long-term vision?

Enter Jack Settleman, the New York-based creator behind Snapback Sports, who made the bold decision to delete his YouTube channel with over 600,000 subscribers.

The birth of Snapback Sports

Snapback Sports was founded by Jack Settleman in 2017 as a passion project, combining his love for sports and his entrepreneurial spirit. The brand began as a Snapchat account, sharing sports highlights, commentary, and behind-the-scenes content. Jack's unique approach to sports content quickly gained traction, and Snapback Sports became the largest sports account on the platform.

Snapback Sports Snapchat Set

As the brand grew, Jack expanded Snapback Sports to other social media platforms, including Instagram and Twitter. The engaging, fast-paced content resonated with sports fans, and the brand's following continued to soar. In 2018, Jack launched the Snapback Sports YouTube channel, initially focusing on short-form content that mirrored the success of his other social media accounts.

The rise of Snapback Sports on YouTube

With the launch of the Snapback Sports YouTube channel, Jack began creating bite-sized, shareable content that perfectly complemented his existing social media presence. The channel featured sports highlights, player interviews, and commentary on the latest news and trends in the world of sports.

As YouTube introduced its Shorts feature, Jack leveraged the platform to further grow his audience. The Snapback Sports YouTube channel quickly amassed an impressive 600,000 subscribers, thanks to Jack's knack for creating engaging short-form content that kept viewers coming back for more. In a tweet sharing the growth journey, Jack shared, "BOOM. We gained 550,000 subscribers in just 6 months."

Snapback Sports 100K subscriber plaque from September 2022

The long-form dilemma

Despite his success with short-form content, Jack's vision was to create long-form videos. He believed that longer videos would allow him to build a deeper connection with his audience and explore topics in greater depth, reflecting:

I would say about 2 years ago I recognized that short form platforms are great for building audience and top of funnel but to really convert users to merch, events, products and overall create great lasting content, that you needed more time. It was at that point that I decided we'd shift to focusing on long form content.

However, when he began introducing long-form content to his existing channel, he encountered a significant challenge. In a series of tweets, Jack outlined the struggles he faced:

We wanted to create long form content on YouTube. And when we posted long form, our results were just 500 views a video. Was the content bad? Maybe! So we worked on better content. The content got much better but still...500 views. Was the packaging was bad? Maybe! So we worked on titling and thumbnails. Packing was better but still...500 views

Through his YouTube studies, Jack learned that good content, packaging, and utilizing successful formats should lead to success. However, he soon realized that the mismatch between his short-form and long-form content was the root of the problem. Sharing this revelation, he said:

Our problem with the 600K subscriber channel was that it had grown organically but the content did not match between shorts and long form. So, when a video was shot out to 100 people, the YT algo noticed only 3% ppl click…

…I will make note that the shorts we were posting were LaMelo Ball highlights or a mascot pranking a fan by pouring popcorn on their head. The shorts were not related to our long form content. I do believe you can have a successful YT channel with both shorts and long form but a viral short can mess up your channel. 

The tough decision

After months of testing and seeking advice from fellow creators, Jack came to a difficult conclusion: a fresh start was necessary. He made the bold decision to delete his 600,000-subscriber YouTube channel and start anew with a dedicated long-form channel.

Deleting a 600,000 channel SUCKS but after 8 months of testing, it is clearly the right move. We're obsessed with getting YouTube right & I can't wait to build this thing from scratch.

The results of the new channel

Fast forward to today, and since launching the new channel in November, the success has been astounding.

Our first video got 4,000 views which was a great sign. Then we had a video in the first 5 that got 12,000. Out of our last 7 videos on the channel, we've gone 50K+ 5x.

Every comment is about how underrated we are and how they expected us to have 100K subscribers. We believe this means it is just a matter of time for us and with more consistency in the fall with our Snapback Saturdays (going to 12 college football games) that we have a real chance to build on this momentum. 

When asked about strategies and best practices for transitioning from short-form to long-form content, Jack emphasized the importance of self-reflection and understanding your audience:

I will say when you transition to long form or you transition platforms, you need to have a look yourself in the mirror approach. Was I lucky with how I built whatever I built prior? Will people care about the content in a long form fashion? And most importantly, our motto on all content we do - what's the angle? Why will people care?

Jack also highlighted the power of YouTube's algorithm, stating:

Youtube is by far the best algorithm. If you create amazing content, strong intro, great packaging (thumbnail + title), it will find your audience. There's also audience for everyone.

However, he cautioned that success takes time and dedication:

I say all of this and must remind everyone, we're only at 13K subscribers. We've been working for 8 months on the channel. Our adsense revenue is $400 in the last 30 days. So, do not start unless you're in love with the content, the process and are taking a long term approach. We've come so far but we've got so much further to go.

Lessons for creators

Jack story serves as a valuable lesson for creators looking to expand their content. While short-form platforms like Shorts, TikTok and Reels can be powerful tools for growth, transitioning to long-form content requires careful consideration and strategic planning.

Creators must ensure that their long-form content aligns with their brand, delivers value to their audience, and maintains a similiar level of engagement as their short-form videos — especially if it’s on YouTube. Building a strong connection with an audience takes time, effort, and a deep understanding of their preferences and expectations.

Jack story serves as a valuable lesson for creators looking to expand their content offerings. While short-form platforms can be powerful tools for growth, transitioning to long-form content, especially on YouTube, requires careful planning and a deep understanding of audience preferences.

As Jack and his team continue their journey with Snapback Sports, their dedication and long-term approach underscore the fact that meaningful growth takes time, perseverance, and a willingness to take calculated risks. Their experience is a testament to the importance of staying true to one's creative vision and adapting in the competitive world of the creator economy.

If you aren’t following Jack or Snapback Sports already, you should do so here.

CITY HAPPENINGS

Upcoming events

Summer Mixer & Live Podcast - July 29, 6:30PM-9:30PM

We’re excited to partner with Creator Economy Live for an exclusive summer mixer and live podcast recording at the Mariott Marquis in the heart of NYC to bring together our community.

Expect free beverages, food, and great people to meet. Plus, a live podcast recording with a special NYC-creator guest (announcing soon)!

Shoutout to our community partners for this event:

Hope to see many of you there! Space is limited, so RSVP to secure your spot.

Upcoming events thru the rest of the year will be announced soon — subscribe to our events cal for updates.

COMMUNITY CALLOUTS

  • Massive shoutout to NYC-based Captions, who announced their $60 million Series C funding, catapulting its valuation to $500 million. This brings their total funding to $100M.

  • This awesome podcast episode by Brandon Duggan with Jack Appleby where he dives into Jack’s dual role as a social media expert and also an avid and very talented basketball player.

  • Congrats to Gil Kruger on hitting 5K on LinkedIn. We love to celebrate the milestones, people — keep it up!

COMMUNITY PICKS & PERKS

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Thanks so much for reading! Let me know what you thought by replying back to this email! Enjoy the weekend!

See you next week,

Brett

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