Channel Mastery - Ep. 173: Russ Roca of Path Less Pedaled

Path Less Pedaled

growing a YouTube following with authentic content and the right audience

"I chose it primarily because it was hard and it takes a lot of effort to grow, but the people that subscribe and they continue to watch the videos, you develop such a deep kind of bond or relationship with them. And I think that's where YouTube really excels. I think lots of brands tend to use YouTube incorrectly. They use it more like vimeo where, you know, we produce this amazing video, you should come watch it. They treat it like a movie theater, but it's not a movie theater at its best.”
- Russ Roca

EPISODE HIGHLIGHTS:

Hear how Russ and the Path Less Pedaled team have grown their Youtube following to over 100,000+ by speaking to the enthusiasts, as opposed to the pros, within the biking community
Party Pace is the how Russ describes the audience of Path Less Pedaled. They aren’t the cyclists on the podium, they’re the newcomers or long-time riders enjoying two wheels as their own pace
With a tech savvy audience on YouTube, Path Less Pedaled focuses on authenticity and honesty on their channels

EPISODE PREVIEW:

In the active outdoor lifestyle and outdoor recreation markets, and cycling in particular, we tend to get in our own way. We’re known as being too competitive and focus on the professionals. On this episode though, we’re talking about the enthusiasts. In 2020 and through the pandemic, the cycling boom meant newcomers to the sport in a way that has never been recorded and my guest today is speaking directly to that newcomer and inviting them into the community.

Content Creator at Path Less Pedaled, Russ Roca joins me for episode 173. Russ and his partner, Laura, spent a few years key-less, as he put it, meaning they traveled the U.S. and then New Zealand by bike creating content. They launched Path Less Pedaled, which has since grown to an impressive 100,000+ followers. He shares how they’ve been able to grow their YouTube channel and their Patreon network by listening to their fan base and meeting their needs.

I have been a fan of the Path Less Pedaled channel and network for quite awhile now but am particularly impressed in how they guide their consumer, in their case, viewers, and make them feel like you’re in the garage with them, talking shop and enjoying a chat. Tune in to hear all about the Path Less Pedaled!

GUEST PROFILES:

Russ Roca

Russ Roca is the content creator behind the Path Less Pedaled Youtube channel. Prior to Youtube he had worked as a freelance writer/photographer for various bicycling publications such as Bicycle Times, Adventure Cycling and Momentum Magazine. He and his partner, Laura Crawford, have also worked as bicycle tourism consultants helping tourism destinations market themselves to cyclists and have worked with organizations like Travel Oregon, Visit Idaho, Travel Iowa and other state and local level destination marketing organizations.

SELECT QUOTES:

“I chose it primarily because it was hard and it takes a lot of effort to grow, but the people that subscribe and they continue to watch the videos, you develop such a deep kind of bond or relationship with them. And I think that's where YouTube really excels. I think lots of brands tend to use YouTube incorrectly. They use it more like vimeo where, you know, we produce this amazing video, you should come watch it. They treat it like a movie theater, but it's not a movie theater at its best.”

“I made a video on the YouTube channel...we need to cyclists need to stop focusing on suffering, especially when trying to relate to the newer cyclist and frame it in the fun way. And that's hopefully one of our contributions to the cycling lexicon.”

“Ultimately, I think on YouTube in particular, people want - approachable. I don't want to say experts, but approachable guides. They're the YouTube viewer. Or even just the, the general content consumer these days, they're pretty savvy. They can smell the BS a mile away. They know when you're reading a press release, when you're doing a sponsored video and you're not, you know, on the, up and up with it. So I try to respect the intelligence of the viewer and be honest. And that's all we can do.”