In the world of stand-up comedy, content reigns supreme.
It's the well-crafted joke, the perfectly timed pause, and the relatable anecdote that leaves the audience in stitches. Unfortunately many comics get the material perfect, then don't spend time to make sure people hear it.
This post operates under the assumption that you, as a comedian, have dedicated years to honing your craft, meticulously curating your set, and producing a special that's ready to make waves. In other words, we assume you gave it your best shot to have a killer special.
Why Focus on Marketing Your Stand Up Comedy Special
You did all the grinding over years at the mics and clubs...so this should go viral and you should start making $15k a weekend easily now right?
Wrong.
This video from one of my favorite comedians Fahim Anwar explains it perfectly. Fahim is the envy of many commercially successful comics with millions of dollars, and for good measure. He's hilarious.
But even he realizes in today's digital age we are all at the whim of advertisers and algorithms to make sure our art gets out there.
If you don't spend the time thinking about how you are going to "package your product", then the average person with a job and family is not going to take the time to watch it. They're going to get distracted by someone else on Instagram and YouTube who had a better "hook" as a title, or a better thumbnail which was more visually engaging.
Don't judge a book by it's cover, but that doesn't mean publishers don't spend millions each year on thinking about titles and cover design.
Andrew Schulz is the king of the clickbait title on his clips. The bonus is that the "bait" still delivers a funny clip, which means his YouTube watch time is good. So the algorithm rewards him for delivering on the promise the click was hoping for.
How to Release Your Stand Up Comedy Special on YouTube
Now, it's time to dive into the pivotal next step: launching your stand-up comedy special on YouTube with a bang, focusing on marketing and release strategies that will ensure your work finds its audience and leaves a lasting impact.
1. Crafting a Relatable Title
Your title is the first impression viewers will have of your special. It should be engaging, reflective of your comedic style, and most importantly, relatable.
A title that resonates with a wide audience increases the likelihood of clicks, shares, and recommendations. Think of titles that hint at the universal truths and everyday absurdities you're about to unravel in your special.
If you have a bit about your first girlfriend Sarah who dumped you, don't call it "Thank You Sarah" but instead call it "First Girlfriend Lesson." The content can be the same but the chance of it piquing the curiosity of someone who doesn't know you is how you reach a wider audience.
Your goal should be to get viewers who never heard of you to grow.
2. Optimizing Video Descriptions
The video description box is a goldmine for engagement. Use it to provide context about your special, perhaps a brief story about its creation, or an intriguing teaser that piques curiosity.
Include relevant keywords to improve search visibility and consider adding timestamps for key moments or jokes to enhance viewer experience.
The main thing is to include things the algorithm might pick up for recommending your content as a "play next" or suggested video on the right of a more popular comedians video.
For example, in the Sarah example, you could write a description like "My first high school girlfriend Sarah taught me that online dating isn't all it's cracked up to be."
The algorithm could now suggest this video to people who like comedy, who are dealing with heartbreak, who are 15-18 years old and have a girlfriend, have used Tinder or the dating apps, or who are in high school. Or all of the above.
3. Embracing the Teaser and Clip Strategy
Before the grand release, tease your audience. Release bite-sized clips or standout jokes across your social media platforms. These snippets act as appetizers, leaving viewers craving more.
Analyze which clips gain the most traction and use those insights to tailor your promotional efforts moving forward.
You will be tempted to release the whole bit as a 7 minute clip, but you'll get much better views and reach initially if you try to chop them up into smaller segments.
Once YouTube sees somebody went from the 3 minute clip to a few more clips on your channel, you will start to get a good boost in views over the next few weeks.
If most people drop off a 7 minute clip in the first 20 seconds, your video is likely dead in the water.
4. Podcast Tours: The Modern Press Junket
Podcasts are the new backstages of comedy clubs, where stories, experiences, and insights are shared. They might even be the new late night talk show.
Guesting on popular comedy or entertainment podcasts can significantly boost your visibility. It's a platform for in-depth conversation, allowing you to connect with listeners on a personal level, share the journey behind your special, and directly invite them to watch.
Most importantly, as Fahim talks about in the videos above...if you have a special released around the time you're on a more famous persons podcast, the the platforms go into overdrive as people are seeking you out and you're rewarding them new relevant content.
This snowballs your digital growth.
5. Leveraging Social Media Wisely
Comedy careers are made on Instagram, TikTok and Twitter.
Comedy clubs are sold out in the same way.
Twitter, with its quick-witted banter and hashtag trends, is a natural habitat for comedians. Use it to engage with your audience, share clips, and participate in trending conversations to stay relevant.
Twitter also forces you to write clever quips in limited space, which is exactly what Hollywood or other creators will ask you to do on demand.
Instagram and TikTok offer visual and video platforms to showcase your comedic style and behind-the-scenes content, adding a personal touch to your promotional efforts.
6. Substack and Blogging Deep Dives into Your Comedic Mind
In an era where everyone's vying for attention, offering something more profound can help you stand out. A Substack newsletter or a personal blog allows for longer-form content, where you can share stories, the creative process, and personal reflections.
It's a space for fans who want to delve deeper into your world, creating a loyal community around your work.
Most comedians won't bother writing a SubStack which is why it's a great untapped avenue to build an audience who will come watch you live.
7. Community Engagement
Building a community isn't just about broadcasting your content; it's about engaging in conversations.
Respond to comments, participate in live Q&As, and create interactive content that encourages viewers to share their thoughts and experiences.
Many comics won't reply to the five people who commented on their video, because they're embarrassed it only got five comments. But would you ignore five audience members at an open mic?
This two-way engagement fosters a sense of belonging among your audience.
8. Strategic Release Timing
Timing can significantly impact the visibility of your special.
Consider releasing your special when it's most likely to capture your audience's attention, perhaps during the weekend or a holiday season when people are more inclined to indulge in entertainment.
It also helps to release a clip about dating around Valentines day, or about women on International Women's day, or any other pivotal time when your topic could have momentum to get eyeballs.
9. Collaborations and Cross-Promotions
Collaborate with fellow comedians or influencers who share a similar audience.
These partnerships can introduce your special to new circles, multiplying your reach.
Cross-promotions, where you feature in each other's content, can be mutually beneficial and double the fun.
10. Analyze and Adapt
Lastly, keep an eye on your analytics.
I see so many comics with big egos who refuse to check their analytics, because they can't fathom that people close their video after five seconds.
YouTube offers detailed insights into how viewers are finding and interacting with your content.
Use this data to understand what works, what doesn't, and adapt your strategy accordingly.
If the system is telling you that your introduction is too long, or your setup on the joke has too much fat on it, why are you arguing with the data? YouTube is a distracting place, and while your long setup might be the right artistic way to do it maybe that should be for the live audiences, where the digital audiences will get distracted like a baby seeing flashing colors.
Should I Release My Special As a $5 Digital Download?
If you're famous, sure go ahead. You will likely have a large enough presence on the platforms to draw eyeballs to your website and loyal fans who want to enjoy the material.
If you're still looking to get known then you need all the free good will publicity of the algorithms of the tech giants, and I would heavily advise against it.
Conclusion
Remember, releasing a stand-up comedy special on YouTube is more than just hitting the 'upload' button.
It's about:
telling a story
engaging with your audience
creating a ripple effect that turns into waves ticket buying fans.
Your dedication to your craft has brought you this far; now, let these strategies carry your work into the spotlight it deserves.
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