YouTube Channel Strategy
Role: Creative Director
Building a consistent audience with high-quality production
During my time as both the senior producer and creative director at Storyblocks, I led the development of our owned YouTube channel, which had existed for years and built a gradual but inconsistent following. During an 18 month period of significant viewership growth in 2023, we created an efficient production pipeline enabling us to release 3-4 videos a month and advocated to secure a $50k annual production budget.
We recognized that while viewership was strong, our content strategy was not creating return viewers and that one-time viewers were unlikely to form true understanding of our brand or product. So the lead video producer and I proposed a strategic content shift to support subscriber growth and build a more narrow, targeted audience.
After securing buy-in from leadership, the producer and I worked to define the specifics of what our audience is interested in watching, what we wanted the channel content to be, selected the talent partners to produce the videos and designed a 3 month pilot to test the strategy. The majority of the pilot videos far exceeded the subscriber goals we set, providing the validation that the content strategy was the right direction. As creative director, I also held the task of ensuring brand consistency and visual alignment of the creator-led productions without watering down their unique styles and presentations.
Credits:
Kyle Miller, Lead Producer
