STORYTELLER
The power and influence of YouTube cannot be underestimated; because of this, a YouTube-specific content strategy is imperative. What makes a video go viral? It's the billion dollar question in the age of digital video, and one that I've been actively pursuing or years.
I've researched theoretical models, analyzed scientific studies, created and used audience avatars and personas, managed YouTube communities, performed competition analyses, A/B tested minute changes in text and thumbs.
Goalcast YouTube Strategist
A Facebook first company, Goalcast's YouTube channels never got the love they deserved. When I was put in charge on turning YouTube around, videos were drastically underperforming, views and revenue were at an all-time low.
An intense, multi-pronged solution was needed to overhaul the page, and I spent the next few months redesigning thumbs, re-working micro-copy standards, analyzing our demographic and creating avatars and personas through which to study the pain points most likely to resonate with them. I analyzed the competition, updated the video editing standards and, ultimately, continually curated, created and tested new content.
Within three months, I more than doubled our monthly revenue and views were at an all-time high, having our best weeks and months ever in the history of the 2.2+ million subscriber channel.
Short-Form Narrative Video
Strategist (YT + FB)
More recently, I've taken my YouTube strategy skills on the road, working as a consultant for content companies with 7+ million subscribers that need to revamp their YouTube strategies, performing massive audits of their channels and recommending creative optimizations.