Three million subscribers by only showing his hands on YouTube. 

This is the Lock Picking Lawyer, and what I have for you today is a YouTuber with three million subscribers and more than 600 million views and all this by making 2-minute videos a few times a week.

While most YouTubers perform unboxing and promote sponsored products, the Lock Picking Lawyer open locks and destroys company reputations in the time it takes you to order a coffee.

Here is the host of Unboxing Therapy, the subject of our next video to show you how most YouTubers review products and how the Lock Picking Lawyer does it.

Not many reviewers of products on the Internet would make themselves the enemy of the companies that design the product he reviews. While it gives viewers a true representation of these products, it cuts off potential collaborations and sponsorship deals.  But, luckily, the Lock Picking Lawyer is treating his YouTube venture like a business, so he has options, and if you do the same, so will you.

 The Niche

  • Educational videos on lock picking and security
  • How to pick tools and other products of the trade

First, let’s talk about the niche.  When we talk about how he monetizes his channel, you will see how using your own brand of tools is a genius move to passively promote and sell them without interrupting the flow of your videos and losing people’s interest.

The genius behind the numbers in the titles.  

Normally for a gaming channel, adding numbers in your video titles is considered bad practice.  It often misleads viewers into thinking that they need to watch the previous videos to understand the story.  It discourages them from clicking on the video in the first place. But, for the LPL, it is easy to refer to previous videos if the viewers need to get more information or learn more about a specific technique or type of lock.

The video production.

Here is an assumption, but I’m quite sure that the Lock Picking Lawyer doesn’t just grab a lock off the shelf and start showing his viewers how to open it.  The video might last 2 or 3 minutes, but the process of filming them takes a lot more time.

As he only has one example of the lock, filming multi takes is not always an option.   So, testing how he open or smash the lock needs to be simulated off-camera.

When he is ready to film, he brings the lock on a table, zooms the lens in and starts describing how he opens the lock, chain or safe and if it was as easy as child’s play, he repeats the process a few times to show it was not a fluke.

Then he uses his brand of snide remarks to describe the products while wondering aloud why it was manufactured in the first place.   He tells the viewer to stay away from it, and he proceeds with his usual exit.

  • List 3 examples of the rewards
  • Add the outro

The content

Now, let us talk about the content as it is always the most difficult thing for YouTuber’s to generate.

In a video I made about Digital Nomads and how hard it is to make YouTube videos in some countries.

  • Card of the video above

I explained that even Peter Mackinnon a famous popular YouTuber with 5 million subscribers, would have a lot of trouble getting the sponsors and gears he reviewed if he lived in Egypt.  Luckily for the Lockpicking Lawyer, he lives in the United States and can get enough locks every week to make at least three videos.  That supply of locks might not be accessible in Europe, and even if it was, as most of his viewers are in the US, the locks need to be local to make sense and attract his audience.

  • Add stats

Few of the locks come from sponsors, as he is not likely to promote them in a good light.  So, he mostly buys them on Amazon and sometimes received them from subscribers.

Video Structure

As most of the videos are 2-minutes on average, you can bet that pacing is essential and surprisingly without any music.

The intro is dynamic.  He explains the lock, gives the manufacturer’s name, model of the lock, and by what you see on the table, you get the idea of how it will be opened.  The opening of the lock is direct and to the point.  As the channel has hundreds of videos explaining how to open locks of the same type, he doesn’t waste time taking the viewer in a step-by-step process on how locks are open everytime.

Once the lock or safe is defeated, he thanks the viewers and proceeds with the same ending, which rarely varies.

The Good

If YouTube is a number’s game,  the lock-picking lawyer is playing it like a fiddle, releasing three videos per week.

He doesn’t use music, which in this case is good and doesn’t distract from the purpose of the videos.

The videos are short, rarely more than three minutes, and the shorter the video, the more people comment about how bad the lock must be.  You just have to read the comments to see that people love hearing the LPL destroy manufacturers and laugh at how useless some of these locks shouldn’t even exist.

Laughing at companies becomes positive as it gives trust to the channel. It is a welcome change from all the fake reviews and paid sponsored that everyone knows will force the YouTubers to be biased towards the products they are promoting more than reviewing.

He promotes his own tools without making it sound like he is shamelessly pushing them.

The bad

I love the channel, and it is one of my favourite on YouTube so it is hard to find stuff I don’t like, but here are three that I can see could be considered as “bad.”

He no longer takes time to explain in detail how to pick locks.  But there are some playlists that someone can binge-watch.

That one has more to do with a business problem than the channel, but it isn’t good.  A lot of the tools he is manufacturing and selling are in backorder.  There is nothing worst in business than to have customers willing to buy and you not having something to sell.

After more than 1200 videos, I’m still looking for the LPL to recommend me a lock I can buy!

How does he make money?

Like most YouTubers is primary income when you don’t have sponsors or participate in an affiliate program is your YouTube AdSense.   With almost a million views per video, he is likely making more than 1,500$ per video.  

Then, he seems to be making a killing with his lock-picking tools, Covert Instruments.

The conclusion

The niche is not unique, but his amazing skills and presentation make people return again and again.

Short and to the point videos are his brand; as the viewers know that the videos are only 2 minutes on average, they open it, watch it, and are done quickly.

He has a fair amount of material, so he will not run out of locks to review anytime soon.

These types of videos are easy to set up and film.

In the next video, we will explore a Canadian YouTuber with 18 million subscribers.  He receives a container load of products to review every month, and he must have the most amazing studio on YouTube. 

Make sure to subscribe and ring the bell to be alerted of our next upload.  In the meantime, watch how Audit the Audit got 1M subscribers in a little more than a year.

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