We have reached a huge milestone with this channel, which I am personally happy about. And that is that we now have a million views on our videos. In this video we react to our own income and I show you what the numbers behind this channel actually look like. Hi, my name is Melchior from Kontist Steuerberatung and we have an ongoing format here where I regularly react to income from YouTubers, streamers, musicians and so on. I figured it's always nice to just talk about others, but ideally you should be just as transparent about it yourself. Since we just hit a million views on this channel, I thought this might be a good reason to give an insight into our numbers for the first time. Why are we actually doing all this? How much do we earn and so on? You will get all these answers in this video. To show you that, I'll just take you to my laptop and show you our statistics. And it all looks like this.

In the dashboard up here we see the current number of subscribers, that's 15,533, so thanks to all 15,533 people. If you haven't subscribed to us yet, but watch our videos regularly, then maybe now is the right moment to add one to that number. So please subscribe to this channel. In this video we mainly want to deal with the basics, how we simply do it in this whole format. We see the money in this area of “Analytics” and I'll go there. Here I not only go to the last 28 days, but once to "Creation" and then we also see "Your channel has reached 1,010,321 views so far". Of course I would like to thank you very much, this is absolutely crazy with tax content.

Of course it's not the biggest entertainment factor to talk about taxes, but I'm really amazed at how active you are all the time, also in the comments and so on. And yes, we now have a million views. What is honestly almost a bit more important to me is how long do the videos last? And that's pretty impressive too, I think. Because we collected a total of 104,013.3 hours of “watchtime”. You have already watched our videos for over 100,000 hours. I'm so enthusiastic about that and completely grateful, but of course we're here primarily for the money. So how much money did that million views bring us? I don't want to beat around the bush for so long, these one million views brought us 6719.11 euros. What is important here is that the channel cannot of course be monetised from the first day, i.e.

On the day the channel is opened. You can only apply for the YouTube Affiliate Program when you have 1,000 subscribers and 4,000 hours of “watchtime” within a year. It took us about half a year, that is, from the first video to monetisation, that was about half a year and you can see that it all started here in November 2021. That means not quite a year and a half in, and in the year and a half we have made a turnover of around 6700 euros.

But let's look at the numbers in more detail. And we can do that if we click on sales up here, then we can see the sales development. You can also see that the upward trend is pretty constant, which means the trend is already quite good. If we scroll down here, we can also see the distribution over the months. Just the last few months, but I can also go to "View more" here, then to "Since creation" and then I see the monthly development.

I can also see that I had a turnover of 69.76 euros in November 2021. The best month so far is January 2023 with 923.38 euros. However, it must also be said that February is shorter than January. Yes, it's only three days, but three days out of a month is 10 percent, so February is about 10 percent shorter than January, so I don't think February actually gets any better. But here you can see the development. It is fairly constant and stable upwards. On top of that, what I find very exciting are the following things: namely, there is the difference between shorts and the right long main videos. The shorts have been monetised since February 2023. So that's absolutely new, it's not even three weeks away from recording this video.

Of course, the question arises: how much do you actually earn with YouTube Shorts? To be honest, I can't get any further with the view, because the whole thing has only been possible since this month, so I click here in February 2023 and then I can simply have a look at it here. So I see that I've got about 76,000 views from the main videos so far this month and we have an RPM, Revenue Per Mille, of 8.42 €. That means we have been earning 8.42 euros per 1000 views so far, at least in February 2023, and that is a total of 640.41 euros this month. And now the big news.

How much do you actually earn with YouTube Shorts? That insane amount is 33 cents. And we earned these 33 cents with 8807 views. Yes, I admit that almost 10,000 views is not that great, but to be honest it is not that little and 33 cents for 10,000 views is not that much. First of all, if you compare the RPM, we are at 0.04 euros for the shorts and 8.42 euros for the main videos. That means, as a first conclusion after two to three weeks of shorts monetisation, I honestly have to say that it is significantly more worthwhile to produce these main videos than the shorts. I find shorts interesting because you can present news and other short things relatively quickly there, but of course the main videos are much more important to us. Both for ingestion and for everything else. What I always find very exciting is how much money do companies actually spend to display advertising before, after or in our videos? This means that if, for example, there is a lexoffice ad here, or a Steuerbot, or a taxfix ad, or from some online business coach, then they have to pay money to have this ad displayed.

That is of course more than these 8.42 euros and we see that when we scroll down a bit here. This is the so-called CPM and in February it was 20.21 euros. That is, to reach 1000 people, in front of our channel, the advertisers pay 20.21 euros. Maybe we'll just look at the whole thing again since it was created. Because we see that the CPM has been at 16.31 euros since it was created. That means we can see here too that in February 2023 we are well above the average so far. That means that February is going really well at the moment. It probably wouldn't surprise you if I told you now that we're not doing all of this for the almost 7,000 euros that we've generated in a year and a half. That's not really enough now, that's 400 euros a month that we earn with it. Of course, that's not the reason why we put so much effort into video production, why there are already about 350 videos online on this channel. Of course, that is not the higher, entrepreneurial purpose. I thought to myself, I'm just super transparent in this video.

I'll really show you the numbers that are actually crucial for us. At least I'll show you as much as I can without giving away any trade secrets. Of course, we are mainly talking about client acquisition here. Of course, we win clients and customers through this content. If a million people, or more precisely a million views, are on our videos, then of course many self-employed people will see our videos and some will then decide to become a client with us. That, of course, is the higher corporate purpose and raison d'être for the work we put into this.

Why am I showing all this? Not at all because I want to brag or something, but because I think video marketing is still incredibly underestimated. I think there is an incredible amount of potential for an incredible number of self-employed people and it doesn't matter whether you do business consulting, maybe you're a lawyer, you're in the insurance sector, you're an architect. Wherever things, complicated things, need to be explained, I think YouTube and video marketing is an excellent format. That's why I can imagine that it might also be a really attractive advertising channel for you, and that's why I'll just show you how we calculate the whole thing, how we structured it and what came out in the end. I've already said I can't reveal everything in full, or I don't want to, because these are also sensitive business figures. But at least as far as I can make it.

We document the range once for each calendar week. The reach is the impressions, i.e. how often the thumbnail is actually displayed on YouTube. We can see that here and here we can also see that it was documented neatly for each calendar week. We are currently around 400 to 450,000 thumbnail impressions per week. That's pretty neat. Our thumbnail is displayed on YouTube almost half a million times a week and here we see the views. This means that these are actually the clicks on the videos. Here we see the number is a bit lower. That's a total of 970,000 so far. That's partly because we didn't start with this reporting from the first week, because at the beginning the clicks weren't that incredibly high. And here we calculated the conversion, the clickthrough rate. In other words, how often is our video actually clicked on? We can use this to measure how good the thumbnail is, how good the title was, how good the topic was and so on.

We can foresee quite well how this will develop. We also see that it fluctuates a bit between six and seven, seven and a half percent. Now if we look at the last week, we made about 27,000 hits and the thumbnails were shown about 370,000 times, that's 7.39 percent. That means 7.39 percent of the people who saw the thumbnail also clicked on the video afterwards. This also shows that clicks are the decisive factor for us, that means first of all the impressions.

The next important thing is KPI, an important metric, so how often are our videos actually viewed? To be honest, I don't care about the subscribers at all. I am very happy about every single subscriber, but in fact many views are much more important to me than many subscribers. Because only if someone clicks on a video and watches the video can they get to know us and even get the idea that we might be the right tax advisor. And the next step is then my pitch at the end of each video, we always have small overlays. Maybe I'll just show them once. That means we show it in almost every video. That means we would like to point out that if you are self-employed, we can gladly take over your bookkeeping and your tax return. Then of course people click on a link either on the end card or in the video description.

Of course, we also measure how often this happens. And there we see these numbers: 609 times last week, 618 times before that, 708 times before that and so on. That means that we are currently fluctuating between 600 and 700 clicks per week and here we also see the percentage, that is the click rate. That means we know that percentage of the views end up clicking on our landing page – on our page where the offer is. So we can say that in the last week 2.23 percent of the video viewers, i.e. the clicks on YouTube, then clicked on our website. I am very satisfied with this value, here we also see that the average is 1.36 percent. This means that more than two out of 100 video views then visit our website.

And now, honestly, in the whole negotiation, in the whole sales process, we're getting into the realm of numbers that I don't want to share anymore because they're just too sensitive. I'm just going to give you exemplary numbers here, so these are examples that aren't completely far from reality. But in this video I'm more concerned with showing you how we calculate the whole thing. It's not about telling you exactly how many euros we're making or how much we're doing where and how. I'm more concerned with what could you possibly achieve with a similar process? That's why we've now assumed that a few of the people who visit this landing page will sign up.

That means you talk to our team. They may be interested in the service, have initial questions, would like to get to know us personally first, and so on. It's also pretty clear that in the last week, not 609 people were genuinely interested in hiring us just because they visited the website once. I'm assuming here that 5 percent of the website visitors are actually somehow interested in it. They haven't booked us yet, but they're interested. That means you are a lead, a contact, a mandate request, whatever you want to call it. And the landing page has a conversion of 5 percent, I'll just assume here. This means that we generated a total of 659 mandate inquiries from 13,182 website visitors over the entire duration of this channel. As I said, the numbers aren't the real ones, but they're not that far away either, which means we have 659 requests for mandates.

And then contact is made with our team. The people who are interested in hiring us talk to a member of our team. We get to know each other, we answer all questions and so on. And in the end, of course, it has to fit from both sides. So you find us very interesting, we also say okay, what are you doing there, we are very happy to look after it. To be honest, that was also a major sticking point in the past, because there are already very complex business models and of course we also need the capacities in the team for the number of employees and so on. That we can also work on you properly. This is, for example, the reason why we currently do not support any e-commerce entrepreneurs or any other legal forms. Really only sole traders and it's mainly because we need the capacity.

This means that in the end you both have to say "yes" to us, but we also have to say "yes" to you and then we can sort of work together. And I'm just going to assume that this is the case for half of the inquiries, which means that of the 659 customer inquiries, i.e. the leads, 330 people will actually become clients. And of course, here too the question arises: What does that mean in terms of money? You're welcome to check out our landing page, it's the first link in the video description, it's ruining my conversions a bit, but I'm getting a lot of clicks for now, and then you'll see that our service has a monthly fee.

Namely 179 euros per month. For 179 euros a month we do your bookkeeping, you get access to the Kontist business account, we do your tax return and so on. That means you can get this whole service that we offer for 179 euros. With the price there are also a few special regulations for founders and things like that. I don't want to go into that at all. As I said, this is just an example, but that means we generated 330 customers. We have a subscription model more or less, because tax advice is something like a subscription model, you simply always have to pay regularly, with accounting you always have to do it monthly or quarterly.

That's not what we tell you, that's what the legislature tells you. But we currently cost 179 euros per month and if we want to know now: what do we actually earn with this channel? Of course you have to calculate the 330 customers multiplied by 179 euros per month and that is an unbelievable 58,989.45 euros per month. That's pretty intense for a monthly recurring income. If you calculate the whole thing over a year, it is of course a bit more impressive, then we are talking about 707,873.40 euros.

That's at least potentially what we generate in terms of sales with a million clicks on this YouTube channel, and here too: That's recurring sales that will come back next year, because most people need tax returns and bookkeeping on an ongoing basis. I would also like to explicitly mention here again that these are not the real numbers. Of course, what is not included here is that customers also cancel because they then say “no, I’d rather do it myself again”, because they stop being self-employed, because they find another tax consultant who is around the corner or…

There are umpteen thousand reasons why you might no longer want to work with us permanently, always, forever. That's also perfectly fine, but of course that's not included here. I just want to show you what the potential actually is and how much we actually earn with this channel and how much you could actually earn in a similar area or the same area with 1 million views on Youtube. I hope the video was exciting for you and to be honest, I'm almost nervous. I've revealed so much about us that I've never done before, but I think if I'm judging other people all the time and enquiring about their income and their business models, I have to be transparent and just talk about our numbers. If you have any questions, please write us a comment under this video and if you now thought, "Man, this is an innovative modern tax consultant, I would like to have a tax consultant who thinks the same way and works the same way and who can do my accounting and my tax return,” then you know where to click.

Either in the end card or in the first link in the video description, just like it showed. Then you are also a small number that clicks and maybe calls us and maybe is also a client. Feel free to try it out. I would be happy to link all the information again "here" or just watch one of our other videos, e.g. "this here" or "this.".

As found on YouTube