YouTube Killed Creativity.
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- Опубліковано 6 лют 2025
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They will talk about the rat catching scene on the Joe Hickson lore forums for years to come. Truly a cinematic masterpiece.
The rat catching was so amusing to watch :D
"Psychologic hacks to keep your attention" *pans to show cat*
Joe: The plan is to catch the rat in the towel
The rat: I'm way ahead of you
"When I see a thumbnail I know what the video is going to be"
Is that... bad?
My experience with UA-cam seems to be very different to what others report. I make *heavy* use of the "not interested" and "don't recommend channel" buttons. And they work. Maybe it's because I use them a lot. The algorithm knows I mean business.
The point is not that you know what you get. The point is that many videos use the same tricks, methods and motions because research shows they increase the click rate and retention time.
So every time one sees a large shocked, laughing or angry face you know it's another reaction video where some overly active or very emotional person will chat for two minutes, say the usual tosh about liking, subscribing and hitting the bell, play the chopped up video in question and display very strong emotions. And then after the viewed video has ended they will chat for another two minutes, tell you about their Patreon account and wave goodbye.
Again, the issue is not that by thumbnail and name I can deduce the type of video. It's how it should be. And not with the reaction format itself. The issue is that by a thumbnail you can predict EXACTLY how the video will pan out, because EVERYONE is using the same structure for the chosen format. Because if you don't - you sink and die out. And most self-expression is dying in these constraints.
@@garr_inc well, there's your problem: IMO reaction videos are low effort, immoral garbage content, so I nuke the whole channel immediately. My UA-cam has literally zero reaction content. None. Same with "flavor of the week" type content. "Oh, you're doing the new dance with that song? To the shadow realm with you!"
I'm not fatigued by your content - only realising today that part of the reason I watch your videos (or more accurately the reason I watch them start to end without "skimming through") is that they're so creatively unpredictable. Your spontainuity keeps me from moving at all along the timeline while watching. Incredible quality footage and editing helps too
Ok I just looked it up, its spontaneity. Can I use my get out of jail free card plz?
This comment is mostly for your engagement metrics. But your vid does resonate with me in regards to the viewing experience. Especially when I see the stuff served up when I’m not signed into YT, it’s pure formulaic dross.
Incidentally the rodent catching was all too relatable. Also I enjoyed the use of music throughout this vid, it was complementary to the visuals.
Time and time again, I just adore your cinematography. And your point is so true, creativity is screwed - when one thing works, people go after it and all creativity is deprived. Hopefully you're right, and a culture shift will swing UA-cam back in the right direction. If it doesn't, well... guess we say goodbye to the content we all know and love.
I think you've hit the nail on the head for a lot of the thoughts I've been having around online content as a whole at the moment and it's been sucking away my drive to watch content on UA-cam. I hope this culture shift happens. I think more people just need to give the algorithm the middle finger and be willing to try new things and have fun with what they make again. I always find the best things are the ones that people have the most fun making
ok, now...you are freaking amazing at editing, which makes even the most "normal". vloggy content is super-entertaining, I personally like what you put out and I feel like I always take away something from your channel. My personal way of going at youtube (as a viewer) is to focus on 3-4-5 channels at a time for like 1-2 months, don't watch other things that often, until I shift my focus to other channels, maybe I keep 1 of the old ones or I watch one video from time to time, but I tend to follow what's currently interesting me in my everyday life.
As a creator instead, I'm completely lost, mainly because I have no time to create content that I consider of high quality, things that I would personally watch; this is the actual thing that I think is killing my creativity, wanting to up your game and make "better" content is very time-consuming, and if you have a very creative but time-consuming job you have no additional strength to work on your own content (at least for me).
I can't lie joe, I cared much more about the ratscapeds than the coffee ad - it did look great though!
i thougt i'd see some thoughts about youtube but I got one of the most epic battles of this century.
I like how this video didn’t necessarily have a direction, but went in every direction possible. Beautiful.
I think part of the change is that UA-cam has replaced TV in a way. It makes UA-cam a place to go where you just watch anything it recommends to you rather than going out of your way to search for new and creative stuff.
Joe, you are honestly, insanely talented. Thank you for this.
My man lost the ability to have a pet rat. I understand why and keeping a wild rat in a cage is a very unreasonable pet.... but he could have hat a pet rat
This video puts together a lot of the thoughts I had about the state of UA-cam too, I think the unpredictable and everchanging nature of the algorithm in previous years kept creators on their feet and they couldn't really optimise their content to fit a specific algo/attention span. Great work as usual Joe
I think another way of describing this shift is that UA-cam is now a mature platform. There is now a lot of "formulaic" content because the platform has been around long enough for these formulas to be discovered. Combine that with the ad-pocalypse and the nature of the algorithm so severely punishing under-performing videos, and many creators feel they have no choice but to follow what has already proven to have worked, rather than to take a chance on creativity. "Do I want to do what worked last time again and maintain my viewer count, or take a risk and maybe get 60% of the views I'd normally get, resulting in the algorithm being less likely to promote my videos in the future? Oh yah, and if I get this wrong, I can't pay rent because I get paid so much less per view."
Since you mention the ad-pocalypse: IMO the focus on "advertiser friendly content" is an important piece of the puzzle. Ads pay the bills, so UA-cam wants views on videos that are accepted by brands that pay more for ad space. This limits you to an arbitrary set of vague rules set by those brands.
Incidentally UA-cam has been getting a lot of flak for promoting Premium, the only viable alternative to an ad-driven model for the platform.
Nice vid as always Joe. It gave me this idea of why don't services like UA-cam offer more diversity in their algorithms, i.e. optionality between implementations. Let people choose the one they feel comfortable with and this hopefully levels the playing field more for creators... Now we only have the clickbait option, and I'm sick of it..
The rat part got me.
i like to think the one who killed creativity is those apps like tiktok or vine where it makes people addicted to short attention span which lead to major lose to people with original content either from yt or facebook, the team had no choice to came up with something similar like Reels, Shorts so younger audience can stick or have a knack with major apps like UA-cam or FB etc
Im just vibing with watching Joe help Mort eat a fly 😂
Most if not all art movements eventually get counter movements. If you see the yt content as an specific art style driven by the algorithm/demand it seems only natural there is a drive to change that and change how we see yt content/art
9:53 Completely normal response of a dota addict! :)
A UA-camr I generally like made a video that felt tone deaf and insincere about a topic I care a lot about. I got frustrated initially but ultimately realized they did it in order to pay the bills that week. It sucks that often the choice is between integrity and getting a paycheck.
Mort catching a fly is the ultimate mind hack, more of it when? :D
I think a big problem now is short form content. TikTok and reels has definitely ruined attention spans
there is some really nice grass out there tho, would recommend touching
Great video
a solution as i see it is for enough youtubers to come together and change the trend. this could be expanded to have people collaborate more so people can find similar content easier.
other than that, put longer, thoughtful comments higher onto the algorithm.
Would you consider JanusCycle to be lacking creativity? He was uploading videos for years to only 500 viewers, and only recently broke out after we made a few tweaks to thumbnails and audio quality. He's tried his damnedest to not become cruft and has genuine passion for the topics he covers, other then the bare minimum to exist and eat.
content for the sake of content; its awful
no one cares about quality, well...the algothirm doesn't care
viewers do, creators mostly do but can't always push it.
We're oversaturated with content.
Cristo returns
He's come to destroy the life you know and pressure you into committing suicide 😱😱
I admire your positivity on hoping things will change for the better but I don't think you've taken child audiences into account.
its all about money in the end. sadly that wont change
It feels like content is dumbed down to 30 second clips, that all look and feel the same as the previous and seem to want to have a shock or vulgar value.
Those are fine, occasionally, but not every day spilled out in youtube shorts, facebook shorts, and tik tok.
Twitter is in its last stages of death, no one is moving on to other platforms, facebook feels like it is following suite.
I just want peace and chill streams, vids, and content these days.
Cats and Dog videos still work I think.
I think your true calling might actually be as a rat catcher? You wanted it in the towel and you certainly did have it in the towel. Rat catching is clearly in your blood
Well you made me want to try a Jimmy's.
Check out FortNine for nicely crafted videos (about motorbikes for the most part, aside from their/his recent cheese video). I genuinely look forward to each of their uploads to see what they do.
No, not fortnite
Is Mort eating that healthy??
More diggy diggy hole?
I hate that you basically have to use all these techniques to have your video reach a wider audience. Having tried it myself i notice it know in videos and i hate that you have to go through all these things. You dont really have a lot of creativity anymore just people jumping on hypes and copying eachother and doing the right steps for getting the video to a wider audience. Instead of actually having a passion for a video idea.