Finding your YouTube format might be the most important decision you’ll ever make.

If your format is too expensive, too exhausting, or just doesn’t fit your life, then you won’t last long enough to get traction.

That’s why so many channels burn out before they ever blow up.

So how do you find a format that actually works?

You don’t guess.

You test. Using the 3 C’s: Compatibility, Cost, and Creativity.

To show you how it works, we’ll break down the story of Colin and Samir.

These two creators almost quit YouTube after nearly a decade of trial and error… until they discovered their format and blew up.

Today they run one of the biggest creator-focused channels on YouTube. They’ve interviewed everyone from Mr. Beast to Emma Chamberlain to Mark Zuckerberg.

Let’s break down their format fit with the 3 C’s:

Compatibility

Colin and Samir tried various formats for years: vlogs, sports content, cinematic essays. But with no traction and no money, they eventually gave up and moved back home.

But even when they had no team and no idea what to do next, they continued to create videos because they “just couldn’t help it.”

The format was simple conversations with each other, which would eventually turn into their podcast.

And that’s the key. If you continue to create something without being asked or without getting paid, then you know it’s a compatible format. It’s something you actually want to create.

Cost

Before the podcast, Colin and Samir were making video essays. These were high effort, scripted, and took a full week to produce. And they’d get about 12,000 views.

Meanwhile, their lower effort podcasts could be recorded in a single afternoon, and would get 2x to 3x the views.

That was the unlock.

When you’re building a channel, cost isn’t just money.

It’s also time, energy and the capacity of other team members.

If your format is too expensive and requires tons of people to produce on a regular basis, you’ll burn out fast.

Their new format let them stay consistent, even when no money was coming in.

Creativity

A good format is endlessly “re-mixable.”

And the podcast was exactly that.

Colin and Samir were already deeply connected in the creator space. To continue running their podcast, all they had to do was open their contacts and call Mr. Beast. And the hundreds of other large creators in their network.

That’s the final test of a great format: you’re never stuck coming up with new ideas.

There’s always another guest for them to bring on.

Different formats have different “creative runway.” You know you have a repeatable format if you can easily come up with a dozen ideas in less than a minute.

If you constantly feel blocked or uninspired by your format, that’s not a discipline problem. It’s a design problem.

So what’s your format fit? It’s one that’s low cost, compatible with your life, and creatively energizing.

If you’re stuck or burning out, don’t guess your way through it.

You can apply to work with us to find your signature format, we’ll be happy to help!

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How to build a unique and memorable brand on YouTube

For years, I thought branding meant picking the right color palette or designing a clean logo.

But after working with dozens of 7 and 8-figure companies on their YouTube channels, I found that branding is deeper than that.

In today’s content-saturated world, looking polished isn’t enough.

You need a story that connects with your audience. And this story is often the origins of the founder(s), and is something that no AI can copy.

In this week’s video, we break down the 3-part framework we use with our clients to clarify their brand story and positioning.

We cover:

• How to turn your personal story into a brand origin people care about
• How to visually audit competitors to find gaps in the market
• How to attract not just viewers but loyal customers

This one is packed with case studies on some of our personal favorite brands, so don’t miss it!

See you next time,

Mike and Matty

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When you're ready, here's how we can help you:

🧠 Extended Brain: our new approach to the Notion “second brain” concept. Boost productivity and focus on what matters.

🛒 Creator Shop: our complete list of AI tools, tech stack, YouTube Gear, and studio design to level up your productivity. Comes with exclusive discounts for members of the rebel community.