🎉 15-Month Transformation

Overview

The client, a product design and manufacturing company, sought to expand its YouTube presence to reach a larger audience, drive brand awareness, and ultimately increase online retail sales. Over the course of 15 months, we helped the client achieve remarkable growth by refining their content strategy and optimizing their channel for audience engagement and revenue.

⚠️ Challenge

Before working with us, the client faced brand stagnation, particularly on YouTube:

• Limited Reach: 13,800 subscribers with an average of 87,000 monthly views.
• Slow Growth: Gaining ~200 subscribers per month.
• Underwhelming Content Performance: Top-performing videos ranged from 2,000 to 13,000 views.
• Moderate Retail Sales: Averaging $348,000 in monthly revenue.

Channel performance: 6/1/23 → 8/31/23

Retail revenue: 6/1/23 → 8/31/23

The team needed a strategy to grow their YouTube channel, engage their target audience, and convert views into sales.

⭐ Approach

Our strategy included:

1. YouTube First: The client maintained accounts on other platforms, primarily Instagram and Facebook, but was seeing minimal growth despite significant efforts on those platforms. Our strategy focused on YouTube first and with YouTube content being repurposed to other platforms.

Even with using repurposed YouTube content: 1. Facebook grew: 5k → 129k (+3,900%) [largely one viral video] 2. Instagram grew: 34k → 46k (+35%)

2. Production Enhancements: We worked with the internal media team to refine the production process and improve the quality and quantity of content. Specifically:

   • Extensive script writing and analysis
   • Extensive testing of titles and thumbnails
   • An intense focus on free educational content
   • A refined editing style based on retention metrics

3. Audience Focus: We devised a content strategy centered around Core, Casual, and New viewers. Content was rotated through these audiences on a regular basis to both serve the base and reach new viewers.

🚀 Results

Channel Growth (15-Month Period)

• Subscriber count grew from 13,800 to over 66,000.
• Monthly viewership skyrocketed from 87**,000 views** to an average of 665,000 views (7x increase)
• Subscriber acquisition increased dramatically from 200/month to 4,500/month (22x increase).

Content Performance

• Top-performing videos now achieve 37,000 to 384,000 views, compared to a previous range of 2,000 to 13,000 views.

Revenue Impact

• Monthly retail sales surged from $348,000 to an average of $656,000, an increase of over 88**%**.

Channel performance: 9/1/24 → 11/30/24

Retail revenue: 6/1/23 → 8/31/24

Takeaways

1. Significant Growth in Small Niches Using Educational Content
   • Subscriber count increased by 363% and monthly views skyrocketed by 664%, establishing YouTube as a core lead-generation and revenue-driving platform even with relatively “boring” content.
2. Revenue Impact
   • An 88% increase in monthly retail sales ($348k → $656k) demonstrates a strong correlation between YouTube growth and business performance, validating the power of strategic content marketing on YouTube.
3. Content Strategy Matters
   • The targeted approach to Core, Casual, and New audiences significantly enhanced engagement, with top videos reaching 384,000 views compared to pre-strategy peaks of 13,000 views.
4. Repurposed Content Works
   • Leveraging YouTube content for other platforms led to exceptional growth, including a 3,900% increase on Facebook and steady gains on Instagram.
5. Production Process Delivers Quantity & Quality
   • Improvements to scripts, thumbnails, editing styles, and retention-focused metrics transformed the client's production process, delivering high-impact, engaging content at scale.