Steve Johnston - running one of Scotland's biggest golf YouTube channel

Steve Johnston may have been a relative late-comer to professional golf – he joined the paid ranks at the age of 26 – but he has thrust himself to the forefront of golf content creation as Scotland’s leading YouTuber.

Here, the Peebles Advanced PGA professional tells us the story behind his success, why other PGA pros should embrace YouTube and what content he has planned for the future.

How does the Peebles PGA Professional become a YouTube hit?

I have no idea. Inspired by other YouTubers got the ball rolling I guess. The secret, if there is one, is consistency. Being consistent with uploads so your subscribers know when to expect your content to arrive. In the early days it was all about being persistent. It’s a slog at the outset, putting in the effort and hours creating content for so few views but it pays off eventually. I’m now close to 80,000 subscribers with over 12 million views which I’m told is now the largest golf YouTube channel in Scotland. I’ll take that.

Can you sum up the processes that go into creating your content?

Each video is different. Most of my content is tuition based so a lot of research goes into each video with inspiration also coming from lessons I deliver on the range. I also seek inspiration from reading about how the great golfers from the past used to play the game and I then incorporate that into more modern-day techniques of the game. This takes time to research and then devise.

I upload two videos per week, the YouTube analytics tell me my best times to upload so I know when my subscribers are on the platform. Again, research goes into the analytics side of the operation which also takes time. I would say an eight-minute video from research to filming to editing to uploading would take between two and four hours.

The time aspect doesn’t bother me. I run two businesses, write columns on the tuition panel for Bunkered magazine, run my Eureka Golf Swing website (www.eurekagolfswing.com) and have a YouTube channel so I’m always busy. When you see traction in a video and read the comments and receive emails of praise and coaching requests you know the time put in has been totally worth it.

What were some of the early videos like and how have your performances on camera evolved?

I introduced video analysis to our coaching set up at the Roxburghe back in 2008 and started to introduce audio/voice over of golfer swings which went down well with my clients. I tried it for my own game and subconsciously was making YouTube instructional videos without knowing it. When I first filmed an actual video I was quite familiar with the process and hearing my own voice so I was happy with the set up.

I didn’t do lots of takes as it was just about creating content and getting it uploaded. I didn’t think many people would be interested so I didn’t think the production needed to be that polished. Anyone starting out should grab their phone and go for it. It doesn’t need to be perfect, it just needs to be engaging and relative to what a golfing audience requires.

One issue I did have starting out were my first few words. I stuttered a lot until I spoke with Bryce Ritchie, the editor of Bunkered magazine. He said I should get a catch phrase that starts every video. I now start every video with the phrase “right we’re on” and then I just flow from there.

Did you watch a lot of instruction on YouTube prior to going on it yourself and were there doubts when you started dipping your toe in the water?

I watched Rick Shiels and Mark Crossfield initially during my time at the Roxburghe Golf Club working with head professional Craig Montgomerie. I remember saying to Craig back then that Rick Shiels doesn’t need a CV he just needs a link to his YouTube channel. That was the day I decided I wanted to be a part of that world.

I had no doubts about starting the channel as it was always going to be a side gig. But I’m now having the doubts and worries as the channel has grown to a size that thoughts are running through my head of going full time on the platform. It’s become a lot more real now.

What have been the benefits of the YouTube effect?

80% of all my coaching is now from golfers who have seen me on YouTube. So much so that I have enrolled an extra member of staff to assist with coaching the members at my club. I remember reading an article by the entrepreneur Gary Vaynerchuk who explained that giving away free content makes you money and that’s what’s happened.

The platform is also great for advertising. My Eureka Golf Swing sales have been boosted through pushing it on YouTube.

The thing to remember is YouTube is worldwide. 55% of my YouTube views are from the USA, 33% are from the UK and the rest is a global mix. The same applies to my website sales. It’s truly remarkable getting emails from the USA on a daily basis. I love it.

What were some of the pearls of wisdom you gained from Rick Shiels and his huge social media presence?

I was invited to play in Rick’s YouTube golf day at Formby Hall back in 2019. Rick was great to chat to and he touched on the power of YouTube to attract golfers to come and meet the ‘YouTube star’. He explained that the best thing about having a channel is when golfers travel long distances just to come to you for their lessons. He said, ‘think how many golf professionals someone has driven past to come to see you’.

Rick also highlighted that there is almost a relationship in place before you meet the client. They know you and like your style which makes the experience for both parties very easy indeed.

What future content can we expect to see coming out of the Johnston production booth?

I’d like to spend more time creating content so I need to prioritise my business life. The channel is growing so I need to keep that momentum up. I recently did some filming with a Masters champion which was fantastic so more content like that would be great. Also, more on course content would be good although again that takes more time.

I’d like to perhaps do a series on behind the scenes of becoming a PGA professional. Content like that I feel would be engaging. I’ve also never really done club reviews but would like to try that. So any manufacturers out there who like my content, then contact me. Thanks!

What’s the best advice you’d give a fellow PGA Professional about using YouTube to spread their golfing gospel?

Go for it. Waiting for someone to come in and buy a Mars bar is not good enough. You need to go out and be seen. Even if your subscribers are only the members from your golf club, it’s highlighting your knowledge and your offerings to them. Remember, giving away free content makes money. And the best thing is, I still earn money from people viewing videos I uploaded five years ago.