Ep 65: How to Hack Human Attention on YouTube
Nico Lockhart on what it takes to build kids' IP in a digital-first world
Episode 65 of We Interrupt This Broadcast is live!
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YouTube strategist Nico Lockhart, founder of Team Falco, joins Aven Yap to pull apart what it really takes to build kids’ IP on a digital-first platform.
Nico has a decade of experience across traditional and digital platforms, and facilitated the inaugural Kids IP Incubator run by Screen Australia and the Australian Children’s Television Foundation.
He explains why creativity and distribution are now one process, why the best creators start with a thumbnail rather than a script, and why most channels take two to three years to build their audience.
This is a practical roadmap for anyone creating in the kids’ space or thinking about how to find your audience on YouTube.
Listen to hear Nico discuss:
How discovery works on YouTube and the friction points that stop people from watching
Thumbnail-first ideation and why distribution and creativity are now one process
Building flexible formats that never expire
How to spot a real trend vs. a passing moment
The financial reality of digital-first kids’ IP
Why the narrative of viral success hurts creators
Listen to Episode 65 on Spotify, YouTube or Apple Podcasts.
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Further information after listening to the episode:
Team Falco: https://www.teamfalco.com
Nico Lockhart on LinkedIn: https://www.linkedin.com/in/nicolockhart
Colin and Samir (creators for creators): https://www.youtube.com/@ColinandSamir
We Interrupt This Broadcast Episode 60: David Hutchinson (Boy and Dragon): https://www.weinterruptthisbroadcast.com.au/episodes?grid1-dialog=recofZdKYcJcZV9aB
This Deep Dive interview is hosted and edited by Aven Yap.
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