YesTheory Is Cool. But Can They Sell More? What Else Can They Do?

Above is YesTheory's Youtube channel. They are a travel group. There is a large amount of travel related websites/ Youtube channels- so the competition is quite high. So can they break through?

The main core of their mission is exploring cool different things that the mortal person might not want to do. They suggest you can...more specifically to move out of your comfort zone.

The videos can be fun, entertaining and even more special- personable.

There is clearly an audience for the group and there is also a following (8 million followers at the time of writing with an average of 1-4 million views/ video).

So when Jasonera has a look around it is not to dismiss but to help. Again, we don't know the in and out details/ stats etc.

YesTheory Positives

When you have a look around the Youtube channel you will find the obvious:

playlists nicely organized
community (and actually using it)
1 video short (at least there is just one there). Is it interfering with their Insta account- do they find more people visit Insta than Youtube shorts? However there is a channel called YesTheory Shorts so is that getting more love then direct channel love?
they have a website called Yestheory.com which has a cool clip running in the background

Yestheory to be worked on?

When you do have a look around you find that things are competing and I tend to wonder what I am clicking on. When you find the contact area on Youtube you find this:

Description
Get to know our channels:
Yes Theory - https://www.youtube.com/c/YesTheory
Seek Discomfort - https://www.youtube.com/c/SeekDiscomfort

This seek discomfort website gets me to:

With an email subscriber popup (bonus points) however I believe this is their mech site. Its nice that it is clean, offers discounts and also shows the group wearing their own product.

That picture is the bottom of the screen and only place where you can find their social accounts but no other links to their websites.

"Join the fam" is another way to join their mailing list. However the "yo, check this out" blue box at the bottom is another link to join up to their mailing list. I think it is a wasted opportunity to say something like:

joint up for exclusives for our fam. Typing in there "the first to know about our drops and adventures" Sure, but anything else? Any exclusives- just for the mailing list?

Oddly enough though, unless mentioned in videos or somewhere else. There is no mention of where to get merch from (apart from their main website). They assume that you understand that "seek discomfort" is their merch line. In the information on their videos:

"You know what day it is. Seekers Day is here. 30% off all-time best sellers + 4 free bonuses. Get yours now below!!"

What does that mean to the ordinary person/ first time watcher?

For me I would be thinking that you are already seeking discomfort in your main site- YesTheory. Can you direct link to the item of clothing that XYorZ wears? And make sure everyone wears your merch if they belong to the group.

Oh. If you are getting people to join up more to seek discomfort then you have to explain a bit more about your background not 3 paragraphs. How can we relate, what were the building blocks, what was your beginning? It can't really be just this can it:

"After several years of using the Seek Discomfort motto the guys felt its impact in every facet of their lives. They'd evolved, become happier, and more open minded."

As stated here:

I watched the promo video about their startup and again, it feels like Youtube was the startup and not the process. They did things for the channel rather than explain:

who they are
names (sure there is a bio somewhere online) but you are promoting YesTheory and the group, so lets hear from them and who they are
why Youtube, why choose that platform, why inspire others- what inspired you to start. Again it feels like A+B=C but we dont really know what A and B are.

YesTheory main site

As soon as you jump into YesTheory.com you find that it is what you want to know. Boom, animation, boom- links to their podcast (but not linked to from Youtube). Even their newest videos- which hasnt been updated.

I really like the idea of meeting up with fellow YesTheory fans in other countries. That is a super idea. Could they become miniYesTheory brand ambassadors? It would be cooler if maybe you had pictures of fans as well- like a travel scrap book or a gallery of. Or, can you link Insta content feed to your website?

But there is one place where the site gets a double take. And such a missed opportunity. Either it is not explained or I am missing something deep.

Welcome to the travel website.

Click on "book an adventure" on the top of the main site and what do you think you will find?

I thought

trips the crew went on
amazing hidden gems
links to the videos and the places where they went
guides
tours

But...you directly go to this:

I did go to this page a while ago, and found this which lists cities and cheap rates.

The top picture is the most recent. Sooo many issues:

who is MilesAddict- maybe a friend but it just jumps from YesTheory to this (sure their logo is on the page, but really?)
all other pages of YesTheory are cool and full of fun. This one is not. Does it instill in you to travel vibes?
where are the adventures?
It would be awesome if they gave you their itinerary, the cost, places, etc. What do they take, what were the steps. It would be a check box on the website of things that you might want to do- or not. A complete bespoke package.
where are the links to their other websites/ social media?
you need to explain more what MilesAddict is.

So I clicked on a random time and destination (Toronto)...

It just lists websites that offer the cheapest fare. I also noticed the hotels tab and clicked on that- I have to type in the same info. Same thing.

So.

SeekDiscomfort Travel is actually using this and not finding anything related.

It is quite disappointing when you can clearly see:

they have spent some time trying to get this lifestyle propagated and I believe people are getting on board
too quick is upsetting other aspects of their brand which is not catching up quickly enough

Other outlets?

While I was looking around I had the thought that YesTheory's magic seems to be the dynamic with the main group, making that infectious and trying to pass that onto other people- without the BS. In other words, sure, what we do looks scary but you can have fun if you just allow yourself to have fun- but with education and some research before hand.

Now not everyone is going to do this, but you don't need everyone to do this. But is YesTheory because of the group or is it because of Be Uncomfortable? If you remove the group do you still have YesTheory? I think that is something that needs to be worked on.

It also inspired me to think- does this group do anything else? What else can they incorporate into YesTheory (which is such a cool brand as it allows freedom in whatever you want to do)? Now these things need to be related to travel or Be Uncomfortable. So do they have hobbies that they can use? Now, computer gaming (which some companies have done poorly to incorporate into their brand) and marketing (I saw a video from YesTheory about this and how they could help and it was really odd and misplaced.). Surely there is something that can be incorporated into the YesUmbrella? For example:

we saw running in the promo video- running apparel? Runners website with challenges etc
there was snowboarding/skiing, again those types of clothing under a winter sports website
travel suitcases, travel wear and backpacks. Probably has it on the merch page but are these products linked from the videos?

For me I believe there comes to a point where you can talk about going to all these places and seeing all of these things. But eventually there will be a point where people will think "oh another video" about something similar that they have done. Business is always inventing, because they have to. If not, someone else will. Adding Podcast, Instagram etc is cool but it is still highlighting YesTheory and they will have a natural limit to how many people will listen. You have enough people and listeners to spread your message. Once you build up the YesTheory brand you can then start to convert those subscribers and fans into other Yes[nameofbusiness] brands. But they all have to be similar to the main brand.

As always, we hope that you do well, and all the best to the future.

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