Doug DeMuro creates some of the best motorcar reviews on the net. His format is simple: push button all the buttons and see what happens. But in a contempo interview with The Verge, Doug spilled a few of his ain strategies, from how his content gets created, to what his "business organization strategy" is. Because running a YouTube channel is absolutely a business.

Doug'south format is consistent, and his squad is small

If you go dorsum to the very beginning of Doug'due south YouTube career, his content is shockingly similar to what he creates today. The aforementioned levels of enthusiasm and song inflections, and the same mentality of pushing every button to see what happens. Though, in 2013, this all started out equally an experiment, with no real plans to make consistent content. That is until he saw success in what he was doing.

Part of the reason Doug sticks to his theme is that he enjoys it, but information technology's likewise because his audience expects it. Doug used to use a second channel where he uploaded experimental content, though due to YouTube algorithm changes (more on that later), those videos are now published on weekends. In the interview, Doug stated that "it'due south limiting for sure. It would be kind of fun to do some other stuff occasionally, but I have to say, I actually love this the nearly."

That's referring to his format, his process for making every video. Depending on the vendor, he'll sometimes accept simply i day to poke around the car and acquire about it. And then information technology'southward off to the editing room. Doug used to edit each video himself, which he said took about four hours. But now he has an editor, Nick, who puts the pieces together for him.

Other than Nick, Doug's best friend opens his emails and that's it. At that place are no accountants, managers, and social media executives steering him ane fashion or the other. In reality, Doug is "just a guy" that reviews cars That's part of the reason many meet him every bit a reputable, unbiased source. He just shows upwards and asks all the questions we, as potential buyers, might inquire ourselves.

But that humble philosophy doesn't just use to the content, but also how the content is created.

Doug's equipment and gear is pretty accessable

Doug DeMuro Shooting A Car Review for his Youtube Channel
Doug DeMuro Shooting A Video | Doug DeMuro

At that place'south a certain mentality that, in social club to get big on YouTube, you have to have the nicest gear and professional editing chops. While that's true in a sense, the commencement (often overlooked) step is to solidify your vocalization/make. Doug did that way back in 2013, and people keep watching him now because he produces content people expect. But his videos aren't cinematic masterpieces, they're honest reviews, which eliminates the need for flashy equipment.

"Someday y'all see me in the shot, I have a Sony 4K camcorder that I apply. Someday you see a button beingness pressed or a window rolling downwardly, that is all shot on my iPhone," he says. Provided, Doug makes certain he has the latest photographic camera tech that's able to shoot 4k. Only other than that, and a lapel microphone, information technology'south all normal equipment you lot and I could purchase for relatively cheap.

Part of the reason you'd desire to invest in a 4K photographic camera is that many people are now watching content, even auto reviews, on larger screens. "People are watching this on TVs today, the screens are huge, people want to run into super high quality."

But Doug's assay goes far deeper than just the equipment he uses, down to the information of each private video.

Doug analyzes the data to cater to his audience

I'grand near to geek out a little because I've done some YouTube content creation in the by also, so the data is something I beloved to wait at too. YouTube metrics tin get a bit confusing, such every bit the departure between views and watch fourth dimension.

For starters, YouTube's algorithm, the code that throws suggested videos in front of viewers, is individual. "It'southward a proprietary algorithm, they don't desire you to know what it is. But I've always found it a petty bit strange. If they told us a piddling chip more about the algorithm, nosotros would probably be able to create content that amend served it."

Then in order to improve sympathize it, Doug has to study it. Over the years of watching his content, likewise as others, he's noticed that "the one-week number for views is a actually, really good metric. And the change between the next forenoon and the one calendar week is a really adept metric." In essence, how many initial views he gets, and how steadily it grows, is what determines a successful video.

He even explains that the cars he reviews coincide with analyzing his audience. "If it was up to me, my entire YouTube channel would be '80s and '90s weird cars that were too high-tech for their time… only my metrics tell me that actually, people don't actually want that all that much."

Information technology's the aforementioned logic we journalists use to write content oriented toward the reader. About people aren't searching for old Goggomobiles, they're searching for new electric cars, such as the Tesla Model Due south Plaid shown above.

Doug reveals more on his YouTube channel's inner workings, as well as how he used his aqueduct to create Cars and Bids, in the aforementioned interview. But his simple strategy of content creation is clearly effective for entertaining and informing the masses. And if you want to go down a similar path (cause who wouldn't desire to review cars for a living), go along some of his tips in mind.

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