黄金リツ・Kogane Ritsu🦉📚EN/JP ||

Agree with every point here. Problem is, most creators hiring an editor can't evaluate any of it. At most, they can feel when an edit works or doesn't, but can't fully say why. That's not enough to hire on. This list is all craft knowledge and skill: intention, communication, reading the room - and being able to show all of that through video. It's mostly senior stuff that needs time and experience. And there's a catch-22: Can't evaluate editing → you have to trust your editor → the editors worth trusting cost real money → the cheap ones, you can't evaluate. Toxena's bonus tip in the replies is a good example. Knowing the Kuleshov effect is a great sign - but to check for it, a creator has to know what it actually means and why it matters. And plenty of editors already apply it on instinct, without even knowing that it's got a fancy name. If you treat knowing the name as a box to tick (easy to do when it's on a checklist), you'll miss good editors. You might also end up hiring bad ones who are essentially "posers", simply because they can spew fancy editing jargon to sound smart - without being able to deliver on it. (A test edit helps, admittedly - but only if you can judge it. Told you it was a catch-22.) "But RAINA, I CAN evaluate editing!" Okay, then - there's a high chance you've edited for yourself in the past. And if you don't have the time or ability to teach an editor your taste + judgement, you need one who already gets it - which means weeding out the good from the bad on VGen/in your replies/in your DMs. Half the time, it ends in “I might as well do it myself.” (That's a trap, btw. It's a delegation and documentation problem: spend the time once writing down what you want, instead of constantly fixing what you didn't get during every video. Refine it as you go.) Or you haven't actually edited video before, and you might not understand what it takes to execute an edit well. Spoiler: it costs more time and money than you expect. With cheap editors, the time cost climbs even higher: they're still learning the tools, so they end up manually rawdogging what a plugin could do, or burn hours trying to wrangle one they've never used. Then there's your end: all the revisions and notes you gotta do. This knowledge gap is why audiences for shows, games and the like sometimes get called "entitled": they may be right about taste and quality, but way out on what's reasonable for production volume, speed and cost. An editor who’s built that craft knowledge - AND can reproduce it consistently, on a schedule - is not going to be cheap. If they are, they’re underpaid AF. (Yes, even by VTubing standards - where rates for quality editing and audio are already undervalued.) I've seen listings asking for editors who can "produce without guidance" for ~$20 a short. That's editor + creative/marketing director at editor rates. Someone still has to make the director calls (judgement, taste, what the video's actually for). If you're not providing guidance, you're outsourcing all of that to your editor-slash-director. And no, "make it more grand/cinematic" isn't direction or guidance. (If your editor can understand that, I sure hope you're paying them properly.) Poaching works to a degree (so does the "more ethical" option of asking for recommendations), because you're borrowing another creator's judgement on who a good editor is. But that judgement was tuned to their channel's goals, work style and skillset - not yours. You still have to know what you want from the editor. Hiring a band's drummer doesn't automagically get you the band's sound - that's made up by the whole band, not one player. And just so we're clear: not even Travis Barker (of Blink-182 fame) can save a lead guitarist who can't play in time, or an off-key singer who hits notes only dogs can hear. That’s kind of what happens when someone wants an editor to produce without guidance, then keeps saying “not good enough” without saying why. (Ask me how I know.) One more trap, and it's about the math: When budgets are tight, it's tempting to judge a video by what it makes back in ad revenue (which is a painfully tall ask given CPM rates for things like shorts) - but that's rarely where its value is. Some videos are designed to attract new/cold audiences, some to nurture existing ones, and some to convert them into long-term paying customers: channel/Patreon subs, merch buyers, customers of your product or service. In plainer language: Attract = are new people finding you? Nurture = are they staying and coming back? Convert = are they clicking, subbing, buying? That makes editing a marketing cost, and it should be budgeted and measured like one. And no, "why I no viral" isn't how you measure whether a video worked. Surprise: this whole essay boils down to "I can't find a good editor [on a budget that doesn't break me]" actually being a marketing skill issue on your end as the creator. Plus a few more: delegation, documentation, and communication. At a base level, you don't need to learn editing to hire well - but you DO need to learn what your videos are for, and how to measure them properly. That's how you get out of the catch-22. Those parts are on you, and thankfully, it's all learnable. Lowkey curious whether @GeneralGEEGA's team at Level One Talent will be tackling this issue (or already is!) She said "YouTube" was the top topic in their manager sessions, and that members said editors were the hardest hire - which sounds like the same problem from two directions. With audio and voice pros already coming in month 2, it feels like a natural fit - so fingers crossed! (For the record, Toxena's list is really useful to know. I'm just here to fill in the gaps on actually putting it to work.) #RAINArambles

#dearvtubers: Making the cool innovative thing is great and all, but it's only half of the job. (Stay with me here - I'll break down the why and how behind it.) There are plenty of VTubers playing around with cool ideas every day! But a lot of them are so focused on making the product or experience good - while discovery just gets left to the algogods. Well, that's one possible strat...but that doesn't leave you with much agency (cue "the algo hates me!" or "people just don't care" complaints). And honestly...you've worked so hard on your Cool New Thing, so discoverability really isn't something that should be fully left to chance or luck. "But RAINA, shouldn't good stuff get found on its own?" Sure, sometimes the algo catches it. But virality is NOT the best way to judge the quality of your ideas, or your execution of them. Think of how many "hidden gems" and "best-kept secrets" you know of - great work goes unnoticed all the time. If you're making something new and cool that you think should matter to more than just yourself, and you're doing your craft to a high standard - then yes, discovery is absolutely a skill issue. Granted, there's still some luck involved, but you can definitely stack the deck in your favor if you've got something fucking cool to promote. So if you don't already have people advocating for you, that job is yours: keep putting your Cool New Thing in front of people, and make it clear why they should care, because it's not always obvious. Yes, I know it’s hard, tiring, and sometimes discouraging when other people aren’t clipping your stuff. But they may just need an example of how to do it - so you gotta be your own best advocate first. "OK, but what do I even say?" You need to find the story moments in the Cool New Thing, and how it would connect to someone else out there - not just narrate that it exists. Take a look at a few different angles to advertise your Cool New Thing - usual way before, better alternative after: The moment "Concert VOD is up!" vs "The exact second Jane VTuber did a death drop while shredding the guitar and the audience lost it (0:47)" The why "New original song out now" vs "I wrote this about the year I got constantly bombarded by an ex and almost quit." The making-of/behind the scenes "New model reveal tonight!" vs "My rigger and I spent four months making one blink feel otherworldly - see how we did it and find out if it worked tonight on my channel!" The reactions "My con panel went great!" vs "200 strangers had to save my castle together. Someone cried...happy tears, I think." The bridge (great for capturing new audiences outside of core VTuber fans) "Playing [game] tonight!" vs "If you like D&D actual-play, we have that tonight - except chat controls the dice." Same Cool New Thing, different reasons to look at it. Not all of these reasons will stick with viewers the first time, so rotate the angle instead of repeating the exact same pitch. (This will take some practice.) People DO care about new things; they just won't recognize it as new until you show them what's different. Android often had cool new features and advancements first; they just spoke about them like a dry-AF spec sheet. Apple was more known for "telling the story around these features", and made it easier for users to see why it matters to them. [Personal disclaimer: I'm Team Pixel and use one as a daily driver - so if anything, I'm biased the other way.] Chances are, you’re probably too close to your Cool New Thing to see why it may matter to others, which is fair. Viewing something you made with an "objective but kind" lens is hard to do right away - you want to identify what might seem magical and cool to others (which you might think is ordinary), and you don't want to "so what?" your own work until you feel "nothing matters anyway". If you can't see the magic in your own work yet, borrow someone else's eyes: ask a friend which part made them go "wait, what? that's cool!" A caveat: Not everyone will care even if you show your Cool New Thing to them, maybe because it's just not to their taste - and that's okay! It's not always a reflection on you as a person, or a verdict on the quality of your Cool New Thing. "But RAINA, self-promo feels cringe." It will, at first. You're not going to be fearless right away, and you can't wait until you are, because waiting doesn't make you any braver. I get that many people have been shamed for trying to talk about their interests in the past, but only doing it in private won't change the feeling. Start small if you need to: a WIP snippet instead of a big launch post, a reply under someone else's thread encouraging input/sharing of experiences, or show it to your Discord community before your timeline. Small reps still count, as long as someone's watching - you're building the evidence for your mind to know that you CAN do it, so that you can set the fear aside. And yes, there are avoidable missteps. I once saw someone keep mentioning they did a particular style of event first, before one of the big agencies did. More power to you - but that's not a good look, and you've kind of advertised for them anyway. "I did it first" is why it matters to you. Lead with the thing you did and why it matters to them. Flip side: if someone did it before you (or did it better), that doesn’t cancel or invalidate your Cool New Thing. Again, remember Android and Apple: being first isn’t what makes people care - the story is. And "better" depends on who's watching: other people's versions of your Cool New Thing won't always gel with everyone, and your version might end up finding audiences that theirs never did. It's not a zero-sum game. "Cool story, but people outside the VTuber space don't even look at us." Non-VTuber folk are actually often more curious than we realize - they just haven't seen anything yet. So give them a reason to show up, and start from something they already love (peep the D&D bridge example from earlier). And if your current audience doesn't appreciate what you make? Keep sharpening your skills where you are, then (re)package them up and take them to a different or wider audience that will. VTubing is a "comfy" small place, but it's just one of many possible mediums and niches - and there are so many people in the world out there, so you really don't have to stick to catering to existing VTuber fans. Grow the damn pie; don't fight with others over the same slice. "Uh, doesn't all of this still depend on the algo?" Yes, the algo still plays a part - you can’t escape it on any platform. But there’s a difference between waiting on the algorithm and working with it. Showing and telling the story behind your Cool New Thing gives the algorithm better signals (people actually clicking, sharing, sticking around). And plenty of what I've covered here doesn’t necessarily need the algogods' "blessings" at all: your Discord, replies on other people’s threads (where relevant), collabs, other communities, and people sharing your stuff because they want to. You didn’t wait for anyone’s permission to make the Cool New Thing - don’t wait for the algorithm’s permission to be seen either. #RAINArambles Know someone still praying to the algogods? Send this their way.