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How This Mega Channel Keeps Going Viral on YouTube · Gimbal Podcast

0:00
If a creator is trying to handle all of that on their own,
0:03
you're going to eventually get stale, old, or boring.
0:06
Do you have an accounting department and an HR department?
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Today, I wouldn't hire friends and family.
0:12
The reality of renovations is that things go wrong.
0:14
That felt like we're about to lose the channel.
0:17
I'm Christina, the CEO of Home Renovation DIY.
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We have over 4 million subscribers on YouTube.
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My father, Jeff, is the creator and host of the channel,
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and he teaches homeowners and trades professionals
0:28
how to renovate and repair their homes.
0:30
Okay, Christina, could you please tell me
0:32
about the different revenue streams that you have?
0:35
So, I mean, our bread and butter
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is definitely long form AdSense revenue on YouTube.
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That would be our most stable
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and the majority of what makes up our pie chart.
0:45
But, you know, because of the nature of renovations,
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people are actively coming to our channel
0:50
to research which products and materials
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they should be using on their project.
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And at this point, Jeff has built an immense amount of trust
0:58
with his audience.
0:58
And so they really do come to him looking for that recommendation.
1:02
So now with
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the addition of YouTube shopping, I mean, it makes it so easy both for our viewer and for Jeff to be
1:08
able to recommend products and then people can shop it right directly from the content.
1:12
What's the right way to use YouTube shopping?
1:14
Because I've used it with my clients.
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I work for
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a bunch of people who have written bestselling books and we haven't had a lot of success.
1:20
So
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we've actually dismissed it.
1:21
Well, I think it has to be super organic and authentic.
1:25
People,
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especially today consumers are very smart to when they're being sold to it's like i don't know if
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you ever watched the truman show but point in the show when the wife turns around and she's like
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holding up the cereal you don't want to be doing that and sometimes we have to tell jeff like
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jeff you're sounding like an infomercial here it's not so much him taking a moment to hold up a
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product and whatever but it came naturally that people were asking in the comments jeff what was
1:50
that specific tool you used at 10 minutes and five seconds well now it's like so natural that we can
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link it and sometimes he calls it out you know but really it's mainly just him authentically using
2:02
products the way he normally would and then us on the back end just linking it in the time stamped
2:08
manner back to affiliate marketing in general that was a great way in the beginning to help
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create additional revenue streams for the channel overall you know through amazon um now lots of
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other major retailers have their own creator programs like Home Depot and Lowe's as well.
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So you can create those links in your videos.
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And then if you have larger audiences on Instagram or
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TikTok, that means you can create storefronts on those places as well.
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When is a suitable time to
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start taking that seriously?
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I think when it comes to affiliate, it's something that you can do
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right away.
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People are naturally going to ask you, what tile did you use in that bathroom?
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you know especially in this category so why not but I would be careful about becoming a salesperson
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right away I do caution that trust takes a long time to build and an audience takes time building
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a community I would focus on that as your primary effort and instead use it more as a way to answer
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those frequently asked questions because I do think sometimes creators think of from a monetization
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standpoint first and I don't know if you're going to build a long-term career in the creator world
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that way.
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Sponsorships would be another category.
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You know when Jeff first started creating content
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it was 10 years ago.
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The renovation industry was not spending money on creators at the time.
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That
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was a really new thing and he made a deliberate effort in the early days not to do the typical
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ad reads in his videos.
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Now I am not going to fault a creator for putting ad reads into their
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videos, you do have to make money at the end of the day.
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That was a decision that Jeff made,
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and I think it has served him very well.
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And I think over time, as we launch our own product
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business, this will be something that we're like, that was a great decision to make.
3:54
Memberships is another revenue stream for you.
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Could you please talk to that a little?
3:57
Yeah, memberships happened super organically.
4:00
In the beginning days of the channel,
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Jeff started to notice that homeowners and trades professionals were asking detailed
4:06
questions in the comment section.
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So he's really realized that that's an opportunity to grow.
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So in all of his videos back in the day, he used to say, you know, let me know what project you're
4:15
working on, what questions you have, I'll answer all of them.
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And he used to spend hours every
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night answering every single question.
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He ran into the issue, though, that he couldn't quite
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see what the situation was because people couldn't share pictures.
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So at the time, my mom helped him
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on the back end of the business.
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And so she found someone to create an off platform membership
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program.
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And so they enabled memberships on YouTube.
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And so for years, Jeff has been helping
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one on one these like small groups of members with their projects.
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I see.
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I see the passion
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kind of bleed through.
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It's not surprising to hear that he's in the comments responding to
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everybody.
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Is there any other revenue streams that are part of the pie?
4:55
Every once in a while,
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we'll act as a production company to create content for brands that lives on their owned
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and operated.
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We've created a few television commercials, things like that.
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But I mean,
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for the most part, we're pretty focused on our audience.
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I want to pivot just slightly.
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You have
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been referring to him as Jeff, but he is also your dad.
5:16
Yes, the majority of our team is family
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members.
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I mean, it happened kind of naturally.
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This started out as a side gig for my dad.
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He was
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a contractor of 25 years who thought, you know, I'm going to put marketing material up on my
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website.
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And then my brother said, Dad, you're really good at this.
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You should put it on YouTube.
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And he was like, what's YouTube?
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And so he's a total visionary type and looked around to see
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who was creating content at the time.
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And he noticed that none of the HGTV stars were posting
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on YouTube.
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And he was like, they must not be allowed to.
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If I'm consistent with this and I
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focus on community, I can crush this.
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And that's what he did.
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So in the early days,
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my mom was in her evenings and weekends, like helping him, you know, paying contractors and
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helping out.
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Then I started helping him with social media initially to help promote the channel.
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And when short form came out and TikTok, I really felt like, Dad, this is an opportunity.
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You have
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to jump on it right away.
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And then my husband was a firefighter and we convinced him to take a year
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leave to come and revamp our content team.
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And then my brother, Matt, he's like the muscle on
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the channel.
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He helps my dad with the renovations as well.
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I think it's an easy and sometimes
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perfect choice to expand by bringing family or friends on board to the team.
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But I also feel
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like it could be problematic if you don't do it with sensitivity.
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When is the right time to bring
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on a family or friend?
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And when is the wrong time?
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What's the right process?
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I feel like I could do a
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TED talk about working with family.
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I think in the beginning days, you're really looking for
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generalists to help you.
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You're looking for someone who can wear many hats, who is willing
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to experiment and try new things, who can be self-taught, and who can just look and identify
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for areas that need work and then can run with it.
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You also want people that see things differently
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than you.
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You don't want like-minded people working on building something new with you because
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then you will miss things.
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Because if everyone looks at things the same way without an opposing
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opinion or without the ability to say, I know you're the creator here, but I think you're making
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a mistake.
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Without that, you know, you can run into challenges.
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But then over time, you stop
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meeting generalists and you need experts.
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And so as you build out your team, you're going to start
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to be like, I need someone who knows more than me in this category.
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Today, I wouldn't hire friends
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and family.
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Today, we're at that point where we're looking for experts in their field.
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What is the trade-off with working with family?
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It must be hard to separate work from home life.
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Yeah, we over the years, we've come up with strategies and every individual person has a different amount of energy that they can put into work.
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I feel like my dad and I, we can be at a family event and just be in the corner talking all night long about work and like never get tired of it.
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But then other people might be like, we just filmed a 10 hour day and we just are out for dinner.
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Can we please put this aside?
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And so we've had to identify like, OK, we're overachievers.
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Let's slow our roll a little bit.
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And it's important for our family members who aren't in the business to also feel like they can talk about what is interesting to them.
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When you're managing your family, you have to be very careful that like when we're in a meeting and something happens, I'm not speaking to my brother or my dad or my husband.
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I'm speaking to Eric, head of content, or Jeff, the creator.
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And so that's why you hear me when I'm personally talking about my dad.
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I say dad.
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And then at work, I refer to him as Jeff.
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It's kind of like a little trick for me that this is like my co-founder, my creator that I support.
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It's a little bit different.
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Let's talk about your role in this entire operation.
9:00
You are the CEO.
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What does your
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day-to-day look like?
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You know, in the first few years, it was very much like setting up the
9:07
building blocks for the business.
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I was doing a lot of networking.
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I was meeting a lot of other
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creators and creator teams because I was trying to really solidify what our business model and
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plan was going to be.
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It was a lot of meetings.
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It was a lot of hiring.
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It was a lot of creating
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the team.
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But now that that portion of the business is set up and we know what our goals are,
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it really is about executing those.
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So we've been developing a product behind the scenes for about
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a year now.
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And so this fall, we are launching our product business.
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So a lot of my time is spent on
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that while the rest of the team is entirely focused on YouTube and our media business.
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The business as a whole is 10 years old.
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In YouTube terms, that's a pretty long-standing
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business, which is great.
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I imagine kind of early on, everybody was wearing a bunch of different
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hats and titles weren't super duper important.
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But now that you've expanded into like this very
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legitimate, very strong company, does it look more like a standard traditional business?
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Do you have
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an accounting department and an HR department?
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Like, are you thinking about business on this
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level at this point?
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Oh, yeah.
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Jeff can really focus on the creative side and creating the best
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content for our channel ever and he doesn't have to think about like where the tax is filed
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was that contract executed are our rights being protected in that contract or on the product side
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like are we still on track for launch date have we hired the next editor all of those things
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that can really cloud your brain that's the kind of stuff that like if a creator is trying to handle
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all of that on their own they're not going to achieve the type of success that someone like
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Jeff is wanting to achieve.
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One thing I'll add to that is we haven't hired everything in-house.
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We're quite deliberate about keeping our teams small, but then outsourcing things.
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So I have
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outsourced our accounting and our legal and our bookkeeping services.
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And then we have several
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contractors for things like thumbnails and editing.
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And it just helps make it so that we are not so
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in the weeds of building a massive bloated company that now the majority of my time is spent in HR.
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Is that the best way for someone in your position to learn how to be great at your position?
11:17
Because
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there's not a lot of CEOs in this industry.
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They are coming, but there are people who are years
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behind you where, you know, they kind of started out in content or they wore multiple hats.
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And
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then all of a sudden it's like, oh, we've got something really big and substantial here.
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How
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do I learn how to do that job effectively?
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Where are you finding these resources?
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Well, you know, I've never been afraid to teach myself something.
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And today we have everything available to us at our fingertips.
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Like we can, you know, pull up Claude or chat and I can go into deep diving on a topic that
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I knew nothing about.
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Pretty incredible.
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And it has been super, super helpful as we're approaching launching a product business where
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this was entirely new for us.
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But for the years leading up to now, I would say don't be afraid to hire professionals
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and say to them, hey, I've never done this before.
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You have the experience.
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Can I pay for an hour or two of your time where you can just give me advice on this?
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What specific resources have been the most helpful for you in your role?
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In the media business side, so like learning what's to come.
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Colin and Samir's podcast was immensely helpful.
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Podcasts like yours where you can just like listen to other creators and honestly creator
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teams, you know, because we often focus on the creator, but the people behind the scenes
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running the show is really, really helpful.
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Also reading books from people like Bob Iger, the CEO or former CEO of Disney.
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His memoir is incredible, isn't it?
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Oh, it's such a good book.
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I think there's so much to learn from the past, even though our future in the next 10
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years from now is going to look vastly different from today.
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There is somewhat of a repeating cycle and things that you can learn from the past to
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see like knowing what I know about YouTube and what I know about the future of commerce
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and media and then knowing what happened before, I can piece those things together to go.
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I have
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a pretty good idea of where things are going.
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One thing that I am always a little bit fearful of
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is I don't know what I don't know.
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So I need to uncover those things growing into a role.
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It's
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like, OK, we probably need an accountant.
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That's pretty obvious.
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But what what things do I not
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know that I need and how do I uncover those things?
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You're speaking my language.
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And the
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amount of times I've said that to people and been like, what don't I know is coming my way yet?
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Because that's the truth.
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And you can listen to every podcast and read every book and things
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will still surprise you.
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But what gives me comfort in those moments is I can look back on the last
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six or seven years of working in this industry and building this company with Jeff.
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And every
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single time something big has happened or an obstacle has been put in my way, I found the
13:52
solution and a step forward.
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I have a lot of trust in my future self.
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And I tell myself this often,
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like, oh, yeah, I don't know what the answer is in October.
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But I trust that I will make the right
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decision as I approach that.
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And so that gives me confidence.
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It like helps me sleep at night,
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that kind of stuff.
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Looking back, what were some of the major obstacles that you came across?
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And how did you solve them?
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Mistakes that we've made along the way is maybe just like misreading
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a situation.
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So in the early days of the channel, it was following Jeff renovating his farmhouse.
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And then after that farmhouse was done, he really like wasn't sure what to do next.
14:30
And so he thought
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that, you know, it's YouTube, you got to go big, you got to do crazy things, you got to do something
14:35
different.
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And so he bought a church and he was like, I'm going to renovate this church.
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And
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really quickly, it was like not the greatest idea.
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It was like going to be a lot of boring work on
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camera, like installing like HRV systems, a complete plumbing overhaul.
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It's not that the
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audience was looking for something new.
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In fact, what they wanted was to be able to go, that's what
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my kitchen looks like.
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That's the problem I ran into with the silicone on the edge of my sink.
15:00
And so at the time it felt like, oh my God, we just invested all this money into a property.
15:06
We're probably two or three years out before this is even done.
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Like, what do we do?
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And the
15:11
renovations already started so no one's going to want to buy this you know so how do we get rid of
15:16
it now I can look back and think like that wasn't that big of a deal that's so solvable like we came
15:21
up with a unique strategy where we created a bit of content and we were able to sell the property
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to another DIY couple that was looking to take on a big challenge but at the time that felt like
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we're about to lose the channel you know like no one wants to watch us anymore what are we going
15:35
to do and so it's easy to look back now but I think it's really coming back to like the importance of
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trusting yourself and like take a beat.
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Like no one needs to freak out.
15:46
I want to pivot this
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conversation to content itself.
15:50
Can you please walk me through the process from start to finish
15:55
from ideation to upload of a long form video?
15:58
Well, with the renovation industry, we have the
16:02
it's two sided.
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It's really great because we don't have to spend hours thinking about what are we
16:08
going to create today?
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Because we can look at a house and go, okay, next up is the kitchen or next
16:14
up we're building a deck, you know, and then it pretty, it easily follows the story of the
16:19
renovation.
16:20
So when we look at a video, it used to be that the camera would just follow Jeff on his
16:25
site.
16:25
And in the moment he was like producing in his head on what this video is going to be.
16:30
And
16:30
then they would film the content and then come up with the thumbnail and title afterwards.
16:35
And that
16:35
would be that.
16:36
You know, over time, especially as Eric came in as our head of content and built out
16:40
a team, we've now come up with a strategy so that we're not posting everything Jeff does.
16:46
We are
16:46
simply posting what we know the audience is going to want to watch.
16:50
So we'll look at a house
16:51
holistically and be like, all right, in this bathroom, we're going to show, of course, the
16:57
installing of the tile, the shower pan, but we're not going to do a video on installing a vanity
17:03
because vanities have historically not performed very well.
17:06
Let's maybe film a short form for that instead
17:08
or have an off-camera day
17:10
so that Jeff can take a bit of a break
17:11
and just install it without filming.
17:13
From there, our team will meet
17:15
and we'll talk about what's the reason
17:17
a viewer wanna click on this video?
17:19
What's the value we're offering here?
17:22
And is there like a unique angle on this video?
17:24
Is there a mistake that most homeowners will make
17:27
that Jeff can fix?
17:28
Is there a product that will make this process easier
17:31
for them?
17:32
And then from there, Eric will meet with our producer and Jeff.
17:36
And it's evolved over time now where it's a little bit more of like a writer's room
17:40
where they just shoot ideas at each other.
17:42
Jeff will talk them through the renovation process.
17:44
And from there, the content team will make like a video framework, which then is brought
17:49
onto site when they're filming.
17:51
Our videos take longer to produce than most because he's actually filming these projects
17:56
in real life.
17:56
We don't have a contracting crew that comes in to do it for him.
18:00
And then our editors will work off of that framework.
18:03
Our producer will update them on any changes that happened because the reality of renovations is that things go wrong.
18:10
And so Jeff will show what went wrong, how he fixed it, and then it'll go into post.
18:15
You're renovating a house, maybe a kitchen or a deck or a bathroom.
18:19
Is there a window where you wait before doing another one?
18:23
Do you feel like some older videos are getting remade a bunch of times and are you having success remaking similar videos?
18:29
Yeah, I mean, the strategy on YouTube is always like, once you see something works, do it again and do it again and do it again and do it again.
18:37
And I think that was like a mental block that Jeff had to kind of break out of initially, because in his mind, he was like, well, I already did a toilet install.
18:44
Why would I do another one?
18:45
You know, I've got to do something different now.
18:47
But in reality is like we've now had like multiple toilet installs do really, really well.
18:52
Just because we've put a new one out doesn't mean that the old one all of a sudden doesn't perform.
18:56
What we find is like our viewer is actually they love researching projects.
19:00
And so they may watch three of Jeff's toilet installs because he may say something in one that he doesn't say in another or encounter a problem like in real life in one that he didn't encounter in another.
19:12
So it's OK to do that multiple times.
19:14
getting 1% better in every single video and always looking for a little bit of experimentation
19:20
because naturally like when you're filming or when you're creating content for over 10 years
19:25
what worked 10 years ago doesn't necessarily work today and it won't necessarily be what an audience
19:30
wants to watch five years from now so if you're only ever doing your one format that works you're
19:36
going to eventually get stale old or boring or fall out of relevance so it's really important
19:41
to always be experimenting with new styles of content.
19:44
So that way, like, don't be afraid of a 10 out of 10
19:47
with those experiments, because every once in a while,
19:49
you'll get a one out of 10 and you're like,
19:51
ooh, that's something that I need to drill down on.
19:53
And then you might discover you have a new content bucket
19:55
that you didn't know existed.
19:57
YouTube is a very extreme platform.
19:59
Everything is either the biggest or the smallest
20:01
or the best or the worst.
20:03
Have you ever resisted the urge to,
20:06
okay, I've made a kitchen.
20:07
This one looks great.
20:08
The next kitchen is gonna be a little bit crazier.
20:09
The next kitchen is going to have a water slide in it.
20:12
The next kitchen is going to be on a roller coaster.
20:13
Like, how do you draw the line between doing the same thing and maybe just changing the
20:18
color of paint versus actually leaning into the craziness of the platform?
20:22
Where are your constraints?
20:23
I think that's where Eric, our head of content, does a lot of his work with Jeff is like Jeff
20:29
is naturally always looking to make it crazier and crazier and crazier.
20:33
And Eric's the one kind of like pulling the reins just a little bit because let's do what
20:38
no one else can do.
20:40
Definitely.
20:41
Jeff is the largest renovation channel on YouTube.
20:44
Let's
20:44
make sure that we're using the resources that we have available to us to create the best videos
20:50
ever.
20:50
But also remember who the audience is.
20:53
It's got to be relatable.
20:54
It's got to make sense for
20:56
the viewer.
20:57
It has to be like, like I said earlier, that's what my kitchen looks like.
21:01
And so if we
21:02
install that water slide, all of a sudden people are like, Jeff is out of touch.
21:06
What happened?
21:07
Another YouTuber off the deep end, you know?
21:10
Fair.
21:11
That's fair.
21:12
Okay.
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It is the year 2026 and YouTube is a turbulent place.
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The only constant is change.
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How are you thinking about social media this year compared to the past few years?
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I think we don't quite fit in the typical.
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A lot of times you hear about like niching down, niching down, niching down.
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And I think that's really important in 2026 because we all see very hyper algorithmic
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feeds.
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Everything is very tailored to me.
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When you and I open up our algorithms together, we're going to have very different content.
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So I think it's really important.
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But because we have been creating content for 10 years now on the platform, our audience
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is really spread out.
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We have homeowners looking to research and renovate themselves.
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We have homeowners looking to research and then hire a contractor.
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And then we have trades professionals who are learning to upskill or a plumber comes
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home at the end of the day and they want family-friendly content they can put on that's
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interesting.
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And so they put us on the television.
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So we have to appeal to a wide audience.
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And so niching really, like really, really niching down doesn't necessarily work the
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same way for us.
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So we tend to think a little bit differently than what would work in the 2026 content strategy, you know, because extremes work, right?
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Like if you're in the middle, you are just not seen.
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You're either on one end of the extreme or the other these days.
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And so we just really nailed down to providing a ton of value for our audience.
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You know, so that way, like if someone watched us and learned how to build a shed six years ago, when it comes time to renovate their bathroom and they turn us on, they know exactly what they're going to get.
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But they're like, wow, Jeff really improved his production value.
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Like that's what we're looking for is the long term.
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There are opportunities coming out to YouTubers this year and maybe some of last year that were kind of new.
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So things like fast channels, for example, licensing your back catalog to Samsung TV and Roku and Pluto and all those things.
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There could be speaking tours for certain creators.
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Are any of those like side opportunities that have emerged?
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Are they things that you discuss within your team?
23:21
Yeah.
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You know, it's really crazy because when I talked about how my dad is super visionary,
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even 10 years ago, we created like a chart of all of the aspects that our business could
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be at one day and where we eventually want to be.
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And like all of those things you just mentioned are on that chart and more.
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You know, I really think we're building a really unique media business from the very first decision that my mom had of putting him in that blue polo shirt that was super recognizable.
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All of those early decisions have really positioned our channel in a really unique way for that future growth.
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And so I think that all of those things are on our horizon.
24:00
It always just comes back to is that 2026 or is that 2027?
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And so we're very focused on our product launch this year.
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But I think you'll see a lot of those other things fall into play over the next few years for us as well.
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Who is a creator that's on your radar that's worthy of a shout out?
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Okay, so I have a Canadian creator that I want to shout out.
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And it's accidental because I didn't even realize they were Canadian initially.
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They're a DIY couple that are renovating their house, Sabrina and Andrew.
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And they are an incredible example of creators that found traction on short form on TikTok and then leveraged it over to YouTube.
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And they have an incredible long form series where they're renovating their house and they are absolutely crushing it.
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Are you friends with them now?
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No, I mean, I've DM'd them as like a fangirl, but I don't think they make the connection that I'm a part of home renovation.
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So I hope to meet them one day.
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Future collab.
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Hopefully.
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Hopefully this little podcast can make it happen.
25:00
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25:05
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25:13
If you are the creative director, head of content, producer,
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or even the CEO of a YouTube channel business with over a million subscribers,
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please reach out.
25:20
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25:21
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and I would love to talk to you about it.
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Thank you so much for tuning in.