24 Inspirational YouTube Success Stories & Case Studies [2024]

For anyone looking to start a successful YouTube channel, there are plenty of YouTube channel success stories that can be used as inspiration and encouragement. In addition, YouTube has an established monetization system and boasts incredible popularity, making it a potential platform for revenue generation.

In this article, we'll look at different approaches you can use to help promote your channel and grow your viewers. While there's no quick and easy way to success, you can take these tips to build your own YouTube Channel Success story. If you love content creation, you can capitalize on YouTube's popularity to earn extra income.

If you want to join the Youtube partner program to monetize your channel, you will need to reach a minimum of 1,000 subscribers and 4,000 watch hours in the previous 12 months.

Here are some real life success stories of starting a youtube channel:

1. Pete & Pedro ($7.2M/year)

Aaron Marino, the founder of Pete & Pedro, came up with the idea for his men's grooming brand after his image consulting business struggled to make money. He started making YouTube videos to help guys with their style, and as his audience grew, he saw an opportunity to create and sell his own haircare products. With his existing YouTube channel as a marketing platform, Marino was able to successfully launch and grow Pete & Pedro into a multi-million-dollar business.

How much they make: $7.2M/year How much did it cost to start: $5K Current team size: 8

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Learn how one man went from bankruptcy and driving a beer cart to launching a successful men's grooming brand, Pete & Pedro, featured on Shark Tank, by leveraging the power of YouTube and a slowly growing audience.

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2. The Kavalier ($72K/year)

Jon Shanahan came up with the idea for The Kavalier after realizing the need for guidance in the exploding online menswear brand space. Modeled after The Wirecutter, Jon started the YouTube channel in 2015 with the goal of delivering helpful, in-depth recommendations by category. With a subscriber count of 57k and revenue of $7,000 per month, Jon continues to grow steadily and redefine the modern context of being a gentleman in the menswear world.

How much they make: $72K/year Current team size: 1

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The Kavalier started as a YouTube channel in 2015 delivering honest and approachable reviews on men's fashion brands, growing to 57k subscribers, 500 videos, and earning $7k per month in revenue, providing helpful, in-depth recommendations by category with a YouTube strategy focused on standing out and niching down.

case study on youtube

So... can you actually make money with a youtube channel?

Of course. There are millions to be made in this industry.

  • Research real, profitable businesses and see exactly how much money they make.
  • Study exactly what works, and what doesn’t.
  • Take action , because now you have the roadmap.

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3. MTN SIDE BUILDERS ($480K/year)

Cameron Vilcsak, the founder of Mountain Fire Woodworks, came up with the idea for his business through his passion for carving and building things out of wood. After documenting the process of building a log cabin on his YouTube channel, a viral video with over 25 million views, he realized the potential to turn his passion into a scalable business. With steady passive income, plans to release more content, and exciting future projects, Vilcsak's business is thriving.

How much they make: $480K/year How much did it cost to start: $50K Current team size: 5

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Mountain Fire Woodworks founder Cameron Vilcsak shares how he used YouTube to promote his log cabins, chainsaw carvings, and passion for woodworking, culminating in one of his videos that has gone viral with over 25 million views and counting.

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4. Cinquanta Cox-Smith ($120K/year)

Cinquanta Cox-Smith, a Multipreneur from South Carolina, stumbled upon the Print On Demand industry 12 years ago when she wanted to create a unique shirt and discovered Spreadshirt.com. Through her creativity and networking skills, she found success in designing and selling catchy, conversation-starting shirts. This eventually led her to create multiple POD brands on various platforms, generating an impressive $120k per year in revenue.

How much they make: $120K/year How much did it cost to start: $100 Current team size: 1

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A multipreneur shares how she built a successful print on demand side hustle, generating $120,000 per year through multiple brands spread over various platforms.

case study on youtube

5. Ask Holly Hall ($72K/year)

Holly Hall, a clairvoyant life coach, was introduced to the world of astrology and spiritual therapy through a book lent by a co-worker. With her unique abilities and a deep understanding of individuals, she launched her business, Ask Holly Hall, and has since garnered endorsements from esteemed figures like Dr. Shefali. With an average income of $5,000-8,000 per month, she aims to expand her reach through podcasting and publishing her book with a publishing company.

How much they make: $72K/year How much did it cost to start: $200 Current team size:

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Meet the Clairvoyant life coach who has built a highly successful business generating an average income of $5,000-8,000 a month through her talents as an Author, LifeCoach Astropsychologist, Spiritual Therapist, astrologer, and Clairvoyant with the ability in remote viewing to help clients understand their existence, relationships, careers, and connection with the universe or source.

case study on youtube

6. Biteplay ($72K/year)

Henrique Chappuis, co-founder of Biteplay, came up with the idea for his business after realizing the potential of YouTube ads in generating revenue. He had previously experienced success with YT ads and saw the opportunity to automate the process and target relevant video placements. Through beta testing and educational courses, Biteplay gained traction and has since been featured as a top product on Product Hunt.

How much they make: $72K/year How much did it cost to start: $5K Current team size: 0

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Biteplay is a one-year-old SaaS that allows brands to place ads in relevant YouTube video content and create collaborations with influencers, generating up to $10k each month and growing revenue by 30% per month.

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7. Delray Watch Supply ($3.84M/year)

John Pietrasz and Federico Iossa, co-founders of Delray Watch Supply, came up with the idea for their tech-driven luxury watch dealer through their shared passion for watches and their expertise in the industry. They launched the business with $4,000 in their kitchen and now see sales of over $3.3 million annually, attracting and retaining customers through engagement on YouTube.

How much they make: $3.84M/year Current team size: 4

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Delray Watch Supply, a tech-driven luxury watch dealer, co-founded by John Pietrasz and Federico Iossa 20 months ago with $4,000 in a kitchen, has seen sales of over $3.3M annually, with sales expected to reach close to $4M this year.

case study on youtube

8. Annmarie ($12M/year)

Kevin Gianni, the founder of Annmarie Skin Care, stumbled upon the idea for his business while researching natural health therapies. After traveling the world and discovering a line of skincare products that aligned with his values, he partnered with the owner to bring the line to the wider public. With a platform already established through their YouTube channel, the business was able to launch successfully and continues to grow.

How much they make: $12M/year Current team size: 26

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Kevin Gianni, CEO and founder of Annmarie Skin Care reveals how he and his wife went from being youtubers to having the ability to run their seven-figure, natural, organic skincare and beauty company, with over 105k subscribers, using their existing platform.

case study on youtube

9. Chicken Armor® ($9.6K/year)

Jill Bong, the co-founder of Chicken Armor, came up with the idea after her beloved chicken died from mating injuries. Unable to afford traditional saddles, Jill and her husband developed their own affordable and low-maintenance chicken saddle, which has since sold over 50,000 units and protected chickens in all 50 states and on 4 continents.

How much they make: $9.6K/year Current team size: 2

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Chicken Armor has sold over 50,000 affordable and easy-to-maintain chicken saddles since its inception, and utilizes a no-strings-attached guarantee and extensive media coverage for customer acquisition and retention.

case study on youtube

10. Mrs Daaku Studio ($60K/year)

Chhavi, the founder of Mrs Daaku Studio, had a desire to achieve financial freedom and work from home. After finding success as a freelance writer, she and her husband Amit realized there was a demand for information and guidance on working from home and starting side hustles. They launched their blog and YouTube channel, offering valuable resources and products like The Client Magnet Bundle and The Content Mojo, which have helped them earn $5-7k per month and live a flexible life.

How much they make: $60K/year How much did it cost to start: $500 Current team size: 3

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Learn how this entrepreneurial couple made $5-7k a month by helping others find legitimate work from home jobs and creative ways to make money online through their blog and YouTube channel, as well as offering two flagship products designed to help beginner freelancers and new bloggers accelerate growth.

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11. Rhett & Link YouTube Channel ($30M/year)

How much they make: $30M/year Current team size:

"Rhett and Link, who earned a combined $30 million in 2021, plan to invest $5 million in other YouTubers after their R-rated live stream garnered 70,000 viewers who paid up to $50 per ticket."

case study on youtube

12. MrBeast YouTube Channel ($54M/year)

How much they make: $54M/year Current team size:

Discover how MrBeast raised $20 million, donated over 100 cars, gave away a private island, and $1 million in one video, all while building and growing his own successful business.

case study on youtube

13. Kashvi Adlakha YouTube Channel ($16M/year)

How much they make: $16M/year Current team size:

A YouTuber attracts a whopping 331.82 million views a month, earning an estimated $19.91 million a year.

case study on youtube

14. Rosanna Pansino YouTube Channel ($5M/year)

How much they make: $5M/year Current team size:

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This case study shares the story of Rosanna Pansino, a YouTube personality who earns over $5 million every year from her channel which has 13.7 million subscribers, sharing cooking videos that are typically 15-20 minutes long.

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15. Zoella YouTube Channel ($4.57M/year)

How much they make: $4.57M/year Current team size: 6

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Case study: How Zoella earned over $5 million through YouTube, with almost a billion views and over 10.8 million subscribers, and leveraged her popularity to secure lucrative advertising and television opportunities.

case study on youtube

16. YourAverageTechBro ($30K/year)

Dohyun Kim, the founder of YourAverageTechBro, stumbled upon creating social media content during the pandemic. After realizing the potential of short-form videos on TikTok, he leaned into his competitive advantage as a software engineer and began creating content that resonated with his audience. Currently earning an average of $3,000 per month, Dohyun plans to expand his revenue streams through original content and product sales in the future.

How much they make: $30K/year How much did it cost to start: $0 Current team size: 1

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Dohyun Kim shares his journey starting as a software engineer on YouTube and pivoting into short-form content on TikTok and Instagram with 155,000 followers and 11,000 subscribers, currently averaging $3000/month across ad money, sponsored content, and course sales.

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17. Part-Time YouTuber Academy ($4.5M/year)

How much they make: $4.5M/year Current team size: 21

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How a junior doctor generates over $4.5M through 15 income streams from a YouTube channel with over 3M subscribers and over 218,836,000 total views.

case study on youtube

18. Kirsty Partridge Art ($36.7K/year)

How much they make: $36.7K/year Current team size:

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This case study details how Kirsty Partridge grew her art YouTube channel to over 1.3M subscribers and 81,296,486 views, and expanded her business by launching an art tutorials website and personalized art course which has taught 21K+ students.

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19. Humphrey ($240K/year)

How much they make: $240K/year Current team size:

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Personal finance expert Humphrey Yang made $20,000 a month from nine passive sources of income, including TikTok, YouTube, stocks, Turo car rentals, real estate, cryptocurrency staking, and writing, with an estimated net worth of $2 million.

case study on youtube

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  • How Much Does It Cost To Start A Youtube Channel? (In 2024) 9 of 9

20. Pursuit of Passive Income ($264K/year)

Michael was looking for a passive income generating approach when he stumbled upon blogging and decided to venture.

How much they make: $264K/year How much did it cost to start: $500 Current team size: 0

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This case study is about a blogger who turned his passion into a business that generates $20k per month, mostly through affiliate marketing and consulting, by focusing on long-term sustainable passive income streams through blogging.

case study on youtube

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5 YouTube Case Studies to Help You Get More Views and Subscribers

case study on youtube

Did you know that:

  • YouTube is the second-largest search engine in the world
  • YouTube has over 1 BILLION users worldwide
  • 300 hours (12.5 days) of video are uploaded to YouTube every minute
  • Every month, people watch the equivalent of 3 MILLENIA worth of video on YouTube

It can be hard to wrap your head around these numbers.

But all you need to know is that these statistics make YouTube a fantastic marketing channel for your business.

YouTube is still not as mature as channels like Google or Email, but it isn’t as new as social media channels like Facebook or Instagram.

What this means is that it’s large enough to be a big opportunity, but not mature enough that it’s too difficult to compete.

If you want to start or grow a YouTube channel, your main challenges are going to be:

  • Getting more views on your videos
  • Getting more subscribers for your channel

Before you get going, use our YouTube SEO checklist and our optimized YouTube description template to make sure you’re good to go.

On top of that, we put together a curated list of the best case studies out there that will help you achieve those two things.

YouTube SEO: How to Rank YouTube Videos

Without a doubt, one of the most successful digital marketers on YouTube is Brian Dean. He has managed to master YouTube’s search algorithm.

His channel, Backlinko, has over 200 thousand subscribers and some of his videos have accumulated over half a million views.

Click here to check out this YouTube case study

How Buffer Grew Their YouTube Channel by 59% in 30 Days (Step-By-Step Case Study)

Brian Dean not only grew his own YouTube channel but also helped Buffer, the social media marketing tool, grow their YouTube channel by 59% in just a month.

He explains the exact step-by-step process he followed to achieve that.

8 Steps to Capturing 500,000 YouTube Views in 10 Months: Case Study

In this post, the owner of a small business explains why he decided to stop competing for traffic on Facebook and Twitter and go for YouTube.

His results? He managed to get over half a million views for his content in just 10 months.

Click here to check out this case study

How to Get More YouTube Views: 20x Increase in 2 Weeks

This post explains how, with the right strategy, a brand new channel can increase its total number of views in a very short amount of time.

A great read for those who are starting from scratch.

Youtube Channel Growth Case Study

This is one of the most comprehensive case studies out there. It explains the process one YouTuber used to increase his subscribers by 150%.

It goes deep into the importance of figuring out who your audience is and discovering what they want to see.

In Conclusion

We’ve brought together over 7 marketing case study templates to help you convey your story more powerfully and make your marketing successful. Check it out by downloading the templates!

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case study on youtube

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YouTube Case Study: How these brands and influencers are generating millions through YouTube marketing

YouTube is one of the biggest search engines in the world.  

And knowing the ins and outs of YouTube marketing is going to be key for online business success in the coming years.  

The short version of the benefits include…

  • A huge platform with massive active user base
  • A reticence from many professionals to being “on camera”
  • Ability to improve the discoverability, reach, and optimisation of uploads
  • A deliverable that can be used multiple different ways (transcription, audio, video, clips, still images etc.)

I think video marketing is where everyone should be focusing their attention right now. 

  • It has a greater impact and more varied use. 
  • The tracking of engagement stats is more detailed. 
  • The “putting a face to a voice” element helps build trust. 

I’ve spent months looking at what the best YouTubers do well. Not in the way of generating ad revenue. That’s out of your control and a fool’s goal. YouTube could amend their algorithm or advertising rules and turn a solid 5-figure/month revenue stream to pennies. 

No, I’m interested in how smart marketers use YouTube’s organic reach to increase and improve revenue streams they wholly own themselves. 

It’s something few are good at, but when the model is used well, it’s one that provides incredible gains for a business.

Table of Contents

Why focus on YouTube? 

The majority of “organic” acquisition fiends are super bullish on Google.  

And with good reason. Google is the #1 search engine in the world.  

But depending on one channel is never a good idea. While most folk are talking about how to write articles that rank on Google, there are people out there generating 6-figure+ income streams from another source. 

YouTube.  

According to SimilarWeb, YouTube isn’t just the world’s second most used search engine, but is actually the world’s second most visited website. 

It falls far behind Google in terms of raw numbers. Google has around 88B visits a month to YouTube’s 33B.

But there’s more to this than volume. 

When you dive into the numbers, you’ll note YouTUbe has far better engagement.  

case study on youtube

I’m also of the firm belief that YouTube is only going to grow.  

If you know any young people (under 20 years old), you’ll know how YouTube is often the first port of call when they’re trying to figure something out.  

There’s been a shift to video explanations for a while. But I’d bet my bottom dollar video is going to become the go-to online medium for education and entertainment in the next 5-10 years.  

Already it’s much easier to watch a 3 minute video of Gordon Ramsay making Eggs Benedict than sift through multiple written recipes to find the one that…

  • Doesn’t begin with 2000 words of the chef’s thoughts on the origins of eggs
  • Is written in an easy to read style
  • Doesn’t link out to other articles that explain things like hollandaise sauce and how to judge whether or not your eggs are bad

Videos streamline the process for many people. 

And for more technical tasks ranging from cooking to impress or fixing basic faults with your boiler, having a visual representation makes the process so much easier. 

And Google seems to agree. 

Google results now include detailed explanations and “chapters” of videos to help you find exactly what you need directly from search. 

case study on youtube

Video is easier for the consumer. Which means more people will be flocking to video. So you should start producing video content.  

And there are very few reasons to not attempt video marketing.  .

If you have a smartphone, you have everything you need to get started.

Before you run off and start recording though, don’t make these mistakes.  

The mistakes many make with YouTube

The problem with YouTube is it LOOKS easy. 

You might see a kid making $5MM / year doing simple unboxing videos and think “ if a 9 year old cn do this, I can totally crush it” .

But YouTube isn’t easy. 

Most of the people I know who have tried (and failed) at YouTube made the below mistakes. 

Don’t build on someone else’s land

If you’re considering starting on YouTube, or you’re already doing well, do not become dependent on their payments. 

This is always a dangerous game.  

YouTube (and any other platform that relies on your content) has a history of changing rules for their own benefit. 

Here’s an excerpt from a story in 2018.  

And here’s what a creator shared more recently. 

case study on youtube

The question I’d have for any serious marketers is how much money could you generate from an audience of 500,000?  

More than $30, right? 

YouTube is a great platform to reach your audience. But it should not be relied upon as a monetary channel. 

View any ad revenue you receive from YouTube as a bonus, not as the core source of income for your brand. 

Understand what metrics to track

I’m not going to say that views and traffic on YouTube are not important. 

They are. 

But understand where they sit in the journey. 

In our GoPro study we talked about the need for a North Star Metric (NSM). 

You need to know how YouTube views are feeding into your NSM. 

Let’s imagine that you’re a media brand like Morning Brew . And that your revenue model is based on selling ad space within your deliverable. 

Your NSM would likely be something along the lines of increasing the size of your engaged audience. 

Yes, you’d want views on YouTube, but you want to track how those view levels turn into engaged people in your owned audience. 

And what you’ll sometimes find is that the video types with lower views end up contributing more to your key NSM metrics.  

case study on youtube

In the above, the video with more views contributes less to the NSM. 

The top track would work better if you were relying on YouTube’s partner system payouts.  

But we don’t want that. We want to turn people into your owned audience so you can continue marketing to them. And for that, the lower track with lower views (and a seemingly lower value) wins.  

Short version here is be sure you’re tracking the success of your videos against your NSM.  

If you’re not, then you could be optimising for the wrong thing and throwing money away.  

Personal vs brand accounts?

One of the things I’ve noticed over the years of watching successful brands is how personal brands often outperform company brands, especially on YouTube.  

In fact, in the last few months I saw Ahrefs run a Twitter ad from…

  • Their brand account
  • The CMO – Tim Soulo – account

Same ad, different name next to it when running.  

The one from Tim’s account outperformed the one from the brand. 

Probably because Tim has created a great personal brand and people like to see what he has to say.  

People are less likely to immediately judge a post (even if it’s an ad) if it comes from a person instead of a faceless brand. 

You see this all the time.  

  • Tim Ferriss is the known entity and influencer rather than the “4-Hour Work Week team”.
  • Ramit Sethi is the face of his brand,  not the “I Will Teach You to be Rich crew”.
  • Peep Laja at CXL. 

You can point to hundreds of examples of a brand being driven by the personality of a single person. 

It’s obvious when it’s the founder. But what if you work at a large brand where the founder is no longer with us or simply doesn’t have the time/inclination to create videos?  

You find someone who is invested in the company’s growth, will be there for a long time, and you get them to be the face and evangelist of the brand. 

Let’s once again look at Ahrefs.  

Tim is often the person people think of when it comes to the brand, however, it’s Samuel Oh who runs their product education materials. 

case study on youtube

Sam’s now the face of the majority of Ahrefs’ training videos. And if you head into the Facebook community for the tool, you’ll see him as a frequent receiver and answerer of SEO questions. 

The lesson here is that by giving your brand a face, it makes it easier for people to relate, empathise, and grow to love what you do. 

A faceless brand is easily dismissed. 

But watching the same person week in week out on YouTube is a way to foster greater loyalty. 

This alone could keep your audience around and engaged, even if the quality of your content drops in the short term.   

Own your audience

It all comes down to this. 

Own your audience as a person.  

If you’re a current YouTuber looking to increase revenue, the best thing you can do is take your subscribers off the platform into something you own completely, like an email list.  

If you’re a marketer looking to start/grow YouTube, use it as an acquisition channel. 

And remember to put a friendly face front and center.  

Remember that YouTube doesn’t care about you, only how far they can use you to get money off of paying advertisers.  

Now, onto the growth. 

Attracting people to your YouTube channel

Acquisition is one of the hardest parts of driving growth. YouTube is no different. 

It’s not easy to ensure your videos are the ones people find and click on.  

I’ve been diving deep into people’s channels and various training resources to figure this out. 

Below is the basic process that’s both often used and often recommended. Before we get into the written analysis, here’s the basic flow of actions we’re going to cover.  

case study on youtube

Finding your talking point

It’s easy to get your phone out and start recording what you think your audience wants to watch.  

But before any ideation happens, you need to think about the topic you’re going to focus on. 

Getting niche here is key. You want to get yourself a reputation as the go-to source of information in that particular niche. 

You might not always remain in that niche, but you need something to start you off. 

How do you find your perfect niche and talking point? 

You should already know what kind of topics you want to focus on. However, you need to take it a step further and find the overlap between your business / its features/skills and what your audience wants to watch. 

The easiest way to do that is to look at what’s already doing well.  

If you already have content that’s on YouTube, then look at your own channel. 

If not, find someone who’s the closest competitor and head to their video list.  

If we imagine that I want to grow a channel on business and marketing advice, I might pick someone like Noah Kagan .  

Go to the channel and click on videos.  

case study on youtube

Sort those videos by “most popular” to get a list of the most trafficked videos on that channel.  

case study on youtube

A quick analysis of Noah’s channel highlights the best video ideas as…

  • Breakdowns of / interviews with profitable businesses
  • Instructional videos on how to make money
  • Business/job ideas

There’s a big overlap between all 3. 

These aren’t on the nuts and bolts of marketing and business. We’re not talking about “how to write a great headline” or some other such tactical thing. 

This is higher-level stuff.  

It’s aspirational for many. 

But it could be tied back into something technical later down the line. For example, an email service provider could riff on this and create videos like…

  • How [BRAND X] make’s $100,000 / month through email
  • X 6-figure automation jobs for 2021 and beyond
  • The 7-figure message used by [BIG BRAND]

The core idea – aspirational money making – is the same. It’s just changed slightly to align with the brand doing the research.  

Of course, getting this right depends upon you researching the right person. 

If you’re doubling down on your own content, then simply use your channel (if there’s enough research material).

If not, you want to find someone who is as close a competitor as possible.  

All you’re looking for is the core idea here.

What you want to do is record the idea types in a spreadsheet to get a quick overview of what is doing well on YouTube for channels your target market enjoys. 

case study on youtube

The more of this research you do, the more patterns you’ll see coming up.  

For example, in analysing just the first few from Noah’s channel we can see that the best performing videos are…

  • Financially focused
  • Some case study-type videos (on financial success)
  • A couple of listicle-based pieces that have “backed by data” in there

From these alone we have a starting point. However, one channel is not enough.  

Once you’ve got one channel out of the way, research at least 2 others to get a better view of what’s working and round out your data. 

The best way to find those channels is to click through to the most relevant video on the channel you’re researching. 

On the right hand side you’ll be able to filter the recommended videos by sub-type. 

case study on youtube

Once you have a few options, click through to a channel with the best views and restart the process. 

case study on youtube

Again, look for the archetypes and ideas that have got the most interest by sorting by most popular. 

Add new info to your spreadsheet. Rinse and repeat until you’re happy with the data you have. 

But be sure to do it at least 3 times. 

Why are we researching channels that are already doing well? 

Because these people have spent time, money, and effort to figure out what topics get clicks and what videos show up in the “recommended for you” side bar. 

Don’t reinvent the wheel here. 

Steal it from what’s already working. 

All you’re trying to do is find what’s getting recommended and insert yourself into the existing conversation and demand. 

Creating video ideas

Years ago, I took a training course on using Google’s Keyword planner to find YouTube video ideas. 

The concept is good, but the execution is too laborious. 

What we’re going to do is reuse that same idea to refine the overarching ideas and talking points into actual video ideas. 

And we’re going to use a super cheap tool called Keywords Everywhere for this. 

Keywords Everywhere is a Chrome extension that simply pulls relevant Google data into your searches. 

Let’s continue with the idea of business and marketing ideas. 

We already have a start on the potential seed keyword ideas. What we want to do now is activate Keywords Everywhere and type the seed keywords into the YouTube search box.  

 What you’ll see is something like the below.  

case study on youtube

The information to the right of the Google auto-complete data is from Keywords Everywhere.  

The sweet spot is a search term that has…

  • At least a few thousand search terms per month
  • A higher than average CPC (this tells us it’s commercially viable)
  • A lower competition score (competition is ranked 0-1, with 12 being the “most competitive”)

If you can find something that hits all 3, you have something people are searching for, has the potential to convert into sales, and there’s not a lot of competition. 

If that’s not enough information, click through onto one of the best potentials to get the video results page.  

Keywords Everywhere adds a bar on the right hand side with more detailed stats. 

case study on youtube

And if you click the “Find YouTube keywords for ‘[keyword]’” you’ll get even more information.

case study on youtube

Just like that we have a couple of new ideas to run with. 

Add these to your spreadsheet to get a better spread of ideas. 

I’d also use this opportunity to make a note of which ideas have the best search and conversion potential. You only want to focus on the easiest wins right now.  

case study on youtube

Pick the best potentials in terms of traffic, commercial viability, and ease of ranking and use them to come up with actual video ideas.  

When you have some actual video titles, assess them on the ICE framework.   

You analyse

  • The I mpact the video is likely to have
  • The C onfidence you are of its success
  • The E ase of creation and implementation

Rank each out of 10. 

The ones with the highest score are your best starting videos. 

By going through this multi-stage process you’ll find video ideas that…

  • Have the potential to rank well and get decent traffic
  • Should help you convert watchers to customers
  • Are the best use of your time

But if you’ve been reading our content, you know we’re not going to simply put something up on YouTube and wait for the Google Gods to smile on us.  

We have more plans on this later.  

For now, let’s move on to YouTube SEO to increase your video’s chance of success.  

YouTube SEO

We’re jumping ahead a little here and assuming you’ve created the video and it’s ready for upload.  

When it comes time to upload your video, you’ve got to make sure you hit the right SEO elements to increase the vid’s chance of ranking.  

Unlike Google, you can’t rely on things like…

  • Keyword density
  • Relevant backlinks

You have to make sure that the handful of written elements tell Google what the video is about.  

You also need to make sure that those same written elements are relevant to the search someone would make.  

Let’s look at some examples. 

We’ll head back to Noah Kagan’s channel here and his video titled “5 Best Money Making Business Ideas You Can START TODAY”. 

case study on youtube

The seed keyword in the above is Business Ideas.  

  • The description
  • The video tags

Noah has also included a secondary keyword of “start a business in 2021” in both the description and tags.  

This is what you need to do with the keywords you’ve identified.  

Much like an article, you need to include the primary keywords you;re targeting in these areas. Without this, Google won’t know what to rank you for.  

One thing I would recommend is to use more and longer tail tags that are relevant. 

If we look at another YouTuber – Ali Abdaal, you can see what he does with this.  

case study on youtube

The video is for aspiring YouTubers. And it looks like the seed keyword is “start a YouTUbe channel”. 

If you look through his tags, he’s included a lot of long-tail variants of that seed keyword. 

This is great because it covers more ground. It tells Google what other kinds of searches your video should rank for. 

All you’d have to do here is pick a seed keyword that you identified in your research, head to YouTube and tap it into the search bar. 

If we do it again with “Profitable Business Ideas” we’d see the below.  

case study on youtube

The idea for the video might be “Profitable Business Ideas you can start at home in 2021”.

The Seed Keyword would be Profitable Business Ideas as it has the highest volume.  

However, the tags could be some of the relevant longer tail searches like…

  • Profitable business ideas low investment
  • Profitable business ideas 2021
  • Profitable business ideas you can start at home

If you search for these, you might also find other ideas like…

case study on youtube

A lot of these searches have too low search volume to justify a full video.  

But if they’re relevant to your higher search volume idea, put them in as longer tail tags. This way YouTube has a better chance of ranking your video for the terms other people aren’t optimising for. 

Do this enough, and those small 210 searches per month could add up to a couple of thousand extra views.  

That’s the core of YouTube SEO from what we’ve been able to analyse.  

Now let’s move on to what to do when you’re getting traffic.  

Engaging your YouTube viewers

Unlike Google search, YouTube doesn’t look at things like backlinks to judge the value of content. 

They instead look at metrics related to how long a viewer spends on YouTube.  

Specifically they look at…

  • CTR from thumbnail to video
  • Average view duration
  • Video length
  • Subscriber count

And of course the keywords you’ve selected. 

In short, if you can create videos that hold user attention and get them to like, comment, and subscribe, you’ll do well in the rankings.  

Easier said than done though, right? 

After watching a lot of successful videos, I’ve broken down the basic approach to creating something that ranks to the below.  

case study on youtube

Now, this model isn’t 100% accurate. 

The general approach is the same. However, you might find that the “like and subscribe / comment” section works better in your video a little earlier or later. 

Maybe you have a key promo point earlier in your video and so will want to pull that forward. 

This is not set in stone. 

This is intended as a starting template. 

Let’s look at it in more detail.  

Thumbnail and headline

Earlier on I mentioned the benefit of having a single person to be the face of the videos.  

That face should also feature heavily on the YouTube thumbnails.  

If you take a look into the psychology behind why this is important, you’ll find studies like this one . It details how faces in marketing are much better at grabbing a user’s attention. 

In the above linked study, faces are detected twice as fast as images without faces, and they work to create a greater feeling of community and brand recognition with the customer.  

Take a look at anyone who’s using YouTube as a marketing channel well, and you’ll see faces.  

Some examples…

Ali Abdaal – Productivity YouTuber

case study on youtube

12 out of 15 feature Ali’s face.  

Alex Cattoni – Copywriting YouTuber

case study on youtube

15 of 15 feature Alex’s face.

Ahrefs – SaaS tool for SEO

case study on youtube

15 of 15 feature Sam’s face.  

Corridor Crew – VFX studio

case study on youtube

15/15 feature some form of face. 

What’s interesting is how the Corridor Crew do this.  

They could just lead with their faces in each video. However, they also make use of celebrities and recognisable characters they’re featuring in their videos. 

This is a great workaround for brands who have a “behind the scenes” staff that might not want their faces featured. 

In addition to the use of faces, note the use of language between the headline and thumbnail copy.

The two are related, but aren’t a 1:1 copy. 

The copy within the image is often a “quick reference” type piece of copy.  If someone was skimming through the YouTube results for a search, the image copy needs to stand out.  

Using the image copy to cover…

  • A major benefit
  • The key lesson
  • Some form of transformation

Is key to grabbing attention. 

The actual headline should be optimised for keywords. But pull a short version of the message and include it in the video thumbnail.   

Ideally in a way that feeds the search term or question back to the searcher.  

Ahrefs video on What makes a backlink “good”?

case study on youtube

Primary keywords used in headline:

  • SEO course by Ahrefs

Query keywords used in thumbnail:

  • Good vs Bad backlinks

Why it works:

This video is going to rank for searches around good backlink generation, and Ahrefs is an established name in the SEO space. 

So the keywords make sense.  

The primary questions they’ll be wanting answers to are how to get high quality backlinks.

So the image copy also works to grab attention.  

Alex Cattoni’s video on How to build a 7-figure business

case study on youtube

  • Build a business
  • $1,000,000 secrets

Building a business is a common search term. Crafting a video around the topic that appeals to relevant keywords is a no-brainer.  

Alex has also put one of the primary benefits of building a successful business – financial reward – in the thumbnail. Not only that, she’s used the magic number that often gets attention. $1,000,000. 

Be sure to check the downloads for a checklist for the thumbnail and a big list of headline formulae.  

Tease (optional)

Not every channel or video does or needs this. But I personally think it’s a great addition.  

Often, when clicking through to a video you’ll be greeted with a very short ~5-10 second segment of something notable from later in the video. 

We’re talking something that grabs attention and makes the watcher think “my god, I have to watch this now”. 

The Corridor crew guys are great at this.  They lead every video with a ~10 second segment of high-interest point from later in the video.  

 In this video they tease 2 high-interest points. 

  • The team talking about how good an old-school visual effects shot is
  • A sneak peek of a call they have with the lead FX guy for The Snyder Cut of Justice League

Of course that intro is super flashy and attention grabbing as well. I mean, who doesn’t want to see Meryl Streep brandishing a shotgun? 

case study on youtube

I love this as a tactic. 

It’s the same concept as an open loop. 

You feed the user a tidbit of information that piques their curiosity. Their brain won’t be able to rest until that loop is closed which increases their chance of watching more. 

Which, of course, increases your key metrics. 

If you want to implement this it seems the best YouTube open loops lead the video with a huge revelation, interesting point, major benefit. 

However, be careful not to give too much away. 

case study on youtube

With the intro you want to continue on that open loop type approach. 

The best intros are super simple. You simply tell the watcher what they’re going to learn, see, or get from your video. 

You basically want to give them a reason to watch your video. Tell them why it’s important for them.  

Noah Kagan offers a good example in this video on the 9 biggest job opportunities for the next decade.  

Within 30 seconds, Noah has outlined why you should watch the video. 

case study on youtube

The full script from this section is…

“So I made this video to help show you high-paying, cool careers I highly encourage everyone to consider for the next decade so you don’t have to waste your time in a dead-end cubicle job for years like I did”.

Is someone who’s looking to earn a lot of money with a cool job going to be interested in this? 

Yes.  

Will outlining the above to them within the first 30-seconds help retain their attention? 

Your intro should be as simple as that. 

Whatever the message your video is trying to communicate, the value sections are where you do it.  

Doesn’t matter if that value is…

  • Entertainment
  • Information
  • Something else

Just make sure that you offer the value the user expects from you. 

Like & subscribe

One of the golden rules in marketing is to make the CTA easy to understand and obvious.  

Button CTAs say things like “Buy now”. They tell the user what they want them to do to progress to the next stage.  

It’s no different with your YouTube videos.  

As mentioned earlier, your video’s ranking is determined by engagement factors.  

2 of those are the number of likes and subscriptions it generates.  

So, rather than leave this to chance, you have to ask people to take the action. 

It appears that most YouTubers don’t lead with this at the start of the video. 

They wait until they’ve provided a little value in their video before asking the user to subscribe.  

As for that ask, it happens in one of two ways.  

  • It’s a simple on-screen graphic that pops up as a reminder 

case study on youtube

  • They actively call it out by saying something like “if you enjoy this content and want more, please consider subscribing”. JackFrags , a video game YouTuber, does a good job of this as seen below.  

case study on youtube

Promo / Traffic shaping

This is the difference maker in my opinion. 

YouTube is a great medium. And no doubt there are skilled YouTubers out there eating off their ability to craft engaging videos. 

However, in my opinion this simply isn’t good enough. 

You’re building your business on land you don’t own. If YouTube changes anything to do with their monetisation strategy, you could be left out in the cold and see your revenue fall through the floor. 

The best YouTubers use YouTube as an acquisition channel. And they use a promotion or traffic shaping strategy to make money off the YouTube platform. 

There are a couple of ways you can do this which I’ll explain shortly. 

However, in short what you want to do is recreate what is, in effect, a content upgrade on YouTube. 

Basically give a short, relevant tease of your product or offer within YouTube and tell people within the video where they can learn more. 

You can do this mid video with a verbal call out, or simply leave it to the end with YouTube’s end card. 

Personally, I’d recommend both.  

One other thing to note is that smart marketers generally don’t redirect directly to a sales page though. They’ll redirect to an email sequence that continues to build trust. 

If we were to visualise what that might look like, it would be something like this. 

case study on youtube

The tease is something you’ll have to play around with. However, the most successful teases for traffic shaping follow the same principles as a regular content upgrade for written content. 

So you want to engage people with the primary content – in this case the video – and tell people where to go to get…

  • A downloadable template
  • The next edition or “editor’s cut” video
  • A downloadable version

Or something similar. 

Anything that would make the act of clicking through form the video to your website a no brainer.  

Nurture and grow your viewers

So at this point you have engaging videos that increase the chances of people…

  • Liking 
  • Subscribing
  • Watching longer periods of time
  • Checking out your off-YouTube properties

But the whole model here is very one directional.  

You’re burning your YouTube bridges in a way by simply using it to funnel traffic to your offers.  

And if YouTube is providing you with good leads, you want to keep that going. 

The thing I’d recommend here is setting up a very simple engagement loop with the people you’ve directed to your owned audience platform. 

There are two steps to dominating YouTube.

Step 1 – Keep it going

I don’t think anyone should rely 100% on a rented audience platform for their revenue. 

However, that doesn’t mean you should ignore it.  

If YouTube is getting your brand in front of people, keep the momentum going.  

If you’re following this guide and…

  • Choosing relevant topics
  • Optimising for high volume keywords
  • Creating optimised videos that increase engagement

YouTube will reward you with greater reach and a growing audience.  

You’ll find your videos showing up in search and in the recommended videos section. 

Don’t ruin any progress you have made or will make. 

The best advice is to keep things going and be consistent on the platform. Check any successful channel and you’ll see that they have consistent upload schedules.  

Here’s a look at XiaoMaNYC’s recent uploads.  

case study on youtube

When it comes to your publication schedule, don’t worry about daily, weekly, monthly etc right now. 

Instead, focus on what is a realistic publication schedule for you to churn out quality videos that align with the template above. 

Quantity is great, but if the quality isn’t there then it’s useless. 

The other action I’d recommend is…

Step 2 – Set up smart engagement loops

I recently wrote about how Eddie Shleyner creates engagement loops to bring his owned audience into the growth of his rented audience. 

You should do the same with YouTube. 

If you’re directing people off YouTube to your email list, then use those people to ensure each new video gets off to the best start possible. 

Yes, YouTube will tell your subs that a new video has been published, but not everyone is sitting around on YouTube waiting for you to hit publish. 

The best marketers make sure that each new video is pumped out to their email subs.

Unsurprisingly you’ll see Noah Kagan doing a great job of this. 

At the start of his emails he’ll often link to his most recent video on YouTube. 

case study on youtube

This is a great way to get the initial traction and show YouTube that the video is worth wider promotion.

Your email subscribers are super invested in your brand. Make sure they know about how they can get closer to you.

All it takes is a quick email to say “ check out the latest video here ”.

If you want to kick this up a notch, you could also incentivise people liking, subscribing, and commenting on your video with some form of giveaway.  

Just be aware of the rules YouTube has established for this though .

Again, Noah has a great example of this. He ran a giveaway for his Tesla. And to be in with a chance of winning, you had to be subscribed to him on YouTube.  

case study on youtube

If you have a relevant giveaway that could drive engagement, use it.  

If I was to do this, I’d ask people to like and comment to be in with a chance of winning. Then I’d use something like WooBox to pick a comment at random as the winner.  

Basically, you want to ask your email subscribers to check out your latest videos. 

And maybe once a month or quarter, do a giveaway that incentivises people to take the engagement actions that boost your video’s reach. 

Visualised that might look like this. 

case study on youtube

With this model you’re getting your owned audience to help boost your reach, thus attracting a greater audience on a rented platform. 

This isn’t anything new and is also the model I’d recommend for any social media platform. 

case study on youtube

Step 3 – Video promotion tips

Waiting on an algorithm to rank your content and drive visitors for you is a fool’s game.

The wonderful thing about video content though is how it can be reused in multiple ways for promotion.  

You could quite easily take all the below from one video…

  • A transcript to publish below the video on your site for SEO juice
  • Multiple short clips (10 seconds, 30 seconds, 5 minutes etc) to promote on multiple networks
  • Still images for sharing
  • Audio for a podcast

This can be a lot of work though.

What I’d recommend is simply focusing on pulling multiple promotional clips from each video to be shared across other networks where you have an audience. 

If you’ve already edited the video, this is a pretty quick and painless approach. 

Just identify short segments that would work well as promotions and share them across multiple networks with the link pointing back to the original video.   

Here’s a visualisation.

case study on youtube

This clip method works as a teaser. As you can see there’s still enough of the video left that, even if someone saw all your clips, they’d still want to watch the whole thing.  

The full YouTube model

Let’s pull all of the various sections together to create one, complete YouTube model and run through everything quickly.  

From a high-level, the model looks something like this.  

case study on youtube

With a little explanation, that’s…

  • Step 1 – Research high volume, low competition video ideas and the relevant keywords
  • Step 2.5 – Take multiple clips from that video to promote it across social sites and communities
  • Step 3 – Create an opt-in page for your email list, use a relevant lead magnet upgrade that’s hinted at in your video
  • Step 4 – Send the viewer a welcome email series that promotes your paid asset
  • Step 5 – Add the user into your usual newsletter rotation
  • Step 6 – When you publish a new video, make sure you email your current email subs to check it out
  • Bonust step – If possible, run giveaways on your YouTube channel that require likes/comments. Make sure to promote through the usual channels of social, communities, and your email list.  

Let’s also recap the model’s steps with simple bullet points.  

Acquisition

Follow this process to publish videos that…

  • Your audience wants to watch
  • Is optimised and so will have a better chance of organic rankings

case study on youtube

And some more detailed explanations.  

  • Step 1 – Identify a niche talking point to help you build authority and an audience faster
  • Step 2 – Research competitor videos to identify topics of high interest
  • Step 3 – Use that research to identify potential video ideas
  • Step 4 – Find the keywords that have high volume, low competition, mid-high CPC
  • Step 5 – Make sure your video uses relevant keywords in the title, thumbnail, description, and tags 

This will help give your video the best chance of ranking well and attracting organic traffic on its own. 

Optimising the video’s topic and basic SEO is one thing. However, YouTube ranks videos based on user engagement.  

After watching countless videos of channels that are growing right now, there is a general pattern to the kind of video that gets good watch time and helps to grow a channel.  That basic model is…

case study on youtube

Here’s a run down of the steps. 

  • Step 1 –  Lead with a tease of an interesting point that comes up later in the video to create an open loop and curiosity
  • Step 2 – An introduction that teases what the viewer will learn or receive as a benefit for watching the video
  • Step 3 – Start delivering value
  • Step 4 – After a little value has been delivered, either ask the user to like & subscribe or put a graphic on screen as a prompt
  • Step 5 – Continue with the value of the video
  • Step 6 – At the point of highest interest for your owned assets, tell the user where they can go to get access to it. This should be to a free lead magnet to secure their email address
  • Step 7 – Continue providing value 
  • Step 8 – End card that keeps them engaged with your channel and offers a direct link to your owned asset opt-in

One thing to note here is that there are no hard and fast rules on exactly when you should ask users to like and subscribe or when you should try to shape traffic to your owned audience opt-in. 

We can’t say “at exactly 7 minutes and 29 seconds do X.  

It depends on your video topic, length, and the script you’ve written for that video.  

It’s similar to putting a CTA on a sales page. There is no one best placement.  

You have to look at where the intent for action is the highest. 

So, where in your video is someone most likely to think “ I can’t wait for the next video” ? That’s where you push for the like and subscribe.  

Find the place in your video where someone would think “ I wish I could do that ” to push them toward your owned asset opt-in which will set them on the path to solving the problem themselves (and adding them to your email list). 

The exact timing of these things will be different for every video you make. And you need to experiment and keep an eye on these to find the best possible location. 

Once you’ve got your videos on topics that people are interested in, and a template that fosters better engagement, it’s time to hit the growth.

The first thing you’ll want to do is increase the ToFu traffic.  

And the easiest way to do this is to make sure that your video is being promoted across any and all relevant social platforms, communities, or areas your ideal audience hangs out. 

case study on youtube

Here’s how I’d recommend doing this.

  • Step 1 – Pull short video clips, still images, or quotes from your video asset
  • Step 2 – Share those short versions across social platforms, communities, and forums where your 
  • Step 3 – make sure they all include a link back to the original video
  • Step 4 – Rinse and repeat. Never let your promotion of videos (even old videos) die off

This will help drive new viewers from one rented audience platform to another. 

But to kick the growth machine up a notch you need to increase the chance of…

  • Sales and revenue you control (not YouTube ad revenue)
  • Engagement that increases the reach of the video

The best way to achieve both of these is through email.  

Here’s what the visualisation would look like.  

case study on youtube

If we break it down, here are the steps. 

  • Step 1 – Include a relevant tease and promotion of your owned asset in your video
  • Step 2 – Offer the owned asset as a freebie if they join your email list
  • Step 3 – Send a welcome email series that builds trust whilst also promoting your paid asset (generating revenue you own 100%)
  • Step 4 – When the welcome sequence is done, add them to your normal newsletter rotation
  • Step 5 – Email your newsletter subscribers when you have a new video out to get initial traction in terms of views

With this you’re bringing our owned audience back to the rented audience platform to manually increase the engagement, which helps increase overall reach. 

To kick that up another step, you can run a giveaway or competition on YouTube that requires engagement. 

Promote that through the same channels above (social and email) and you should see a drastic increase in engagement and new views.

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Youtube Case Study – Scaling From 2k Views per Year to 2.4k per Day, in One Month

Dan Cucolea

  • Dan Cucolea
  • October 29, 2021
  • 8 mins read

At the beginning of 2020, we took on the challenge of increasing the Kalari Lab’s YouTube channel. As you probably remember, that was when the worldwide lockdown started.

In this case study, I will go over our Youtube optimization strategy that helped KalariLab scale from 2,000 views per year to over 2,400 views per day , in a little over one month, without uploading any new videos.

youtube case study - stats

The framework we use at Chillital works with any platform and type of content (see our process for a breakdown). 

We followed these 4 steps:

  • Research – We analyzed competitors’ channels and what keywords we could rank for with Tubebuddy ( jump to section )
  • Strategy – We put together a list of keywords and the most important channels we were going to associate with ( jump to section )
  • Optimization – We optimized each video’s description, title, and tags by following the previously created strategy ( jump to section )
  • Promotion – We promoted the videos using the built-in Youtube community tab and engaging with practitioners on other social media platforms ( jump to section )

How it started

KalariLab is a martial arts online school located on a remote island in Thailand. Due to the lack of access to the physical location, we had to show people how they can learn martial arts just by watching a series of videos.

Adam, the school’s master, put together a video course aimed at complete beginners. He used Teachable to distribute the content and, of course, charge for it.

On top of this, he had a presentation website that was mainly used to book appointments for his physical school, rather than sell online courses.

We could not completely redesign the website, as the lockdown could’ve ended at any time, but rather blend the online course presentation with the existing copy.

During the first months, we’ve tried to push traffic using influencers, paid ads, and email marketing, which worked, but the low conversion rate was making it extremely difficult to reach a positive ROI.

We dropped the introductory lessons price to just $1 hoping people would get a feel of the course before we upsell them the full curriculum. This worked for a short while but still wasn’t generating the results we were looking for.

Adam had a Youtube channel for close to 3 years, but he never really spent too much time on it. In fact, it took us a couple of months to even know it existed, and that was by pure chance.

Since I am an optimizer at heart I knew that some video reviews from students could do wonders for the conversion rate, so I asked for some. 

That’s how I discovered they had a Youtube channel. 

Your competitors guide your initial strategy

The first thing we did to grow the number of views and reach was to spy on competing youtube channels. The niche we were working on was extremely small compared to the mainstream ones. 

Even so, we were fighting against channels with over 200k subscribers and millions of views.

We started by peeking at what tags they use, how they structure their video descriptions, and what keywords they rank for.

Since the average search volume for most keywords was relatively small, we decided to go with general ones:

Kalari, kalaripayattu, kalari training, kalaripayattu training

One important point to keep in mind is that Youtube is not simply a search engine. It also has the functionality of a social network. Youtube will actively display your videos on the homepage, in the “Recommended” section of other videos, and even on other channels’ pages.

In fact, the absurd increase we’ve seen was because Youtube finally understood what each video was about, and it recommended it to the right audience.

youtube case study - impressions

The Youtube algorithm analyzes different components of each video (title, description, tags, subtitles, etc.) and decides who would be interested in viewing it. Then it displays it to a small audience to see how they will engage with it. If all the signals are positive, the algorithm will increase this audience automatically until it reaches everyone.

Keep in mind that you will experience a sudden and abrupt decrease in views once the audience has been exhausted. You should immediately start uploading new videos if for some reason you’ve stopped doing that, like in our case.

Piggyback on your competitors’ fame

With the main competitors researched and the keyword research done, we started looking for videos with the most chances of ranking. We were lucky to find that most were professionally filmed and edited, which was a big plus. 

Before we found out about the Youtube channel, we tried to convert users by giving them 6 video lessons for just $1. We’ve found 3 of them uploaded on the channel, so we decided to start by optimizing them.

These videos were 50 minute long introductory lessons, perfect for beginners or people looking to learn more about ancient martial arts.

We did several things for each video:

  • Edited their titles to include the focus keyword; 
  • Optimized the descriptions to feature the focus keyword;
  • Tagged them in order to tell Youtube what the videos were about.

How to leverage video tags

Tags are still extremely important for Youtube. They literally tell the algorithm where it should display the video.

For the best effect you would have to use a combination that goes like this:

  • 50% should be keywords you are targeting;
  • 30% should be general topics of your video;
  • 20% should be other channels’ names;

youtube case study - tags

Remember that you can only write a maximum of 500 characters in the tags section, so stick with the most important ones.

We went with different variations of the same keyword because the name of the martial art is spelled differently depending on the region.

Use TubeBuddy to get a list of tags as we did. You can start with the free version and upgrade to the full one once you know how to fully leverage its power. 

Video add-ons boost engagement and views

Youtube is the second most visited website in the world according to Similarweb . Moreover, Youtube’s display language changes depending on your IP, which means that German people will browse Youtube in German, French people will browse it in French, and so on.

Our videos were narrated in English, so one thing we could do to increase reach just a bit more was to add subtitles in different languages.

This was relatively easy to do as Youtube has built-in functionality that would auto-generate subtitles for each video uploaded on the platform. All we had to do was to go in the settings, slightly tweak the auto-generated text and translate it into 8 different languages.

youtube case study - subtitles

We’ve also created different descriptions and titles in the respective languages to further increase the chances of ranking.

Because the channel’s niche was hyper-targeted, subtitles did not boost reach too much. Even so, a few users that did not speak English highly appreciated the subtitles and converted to paid customers. 

Youtube Video Addons – End Screen and Cards

The first rule of UX is to make it obvious for people what’s the next step they have to take after they did something you wanted them to do.

This principle applies to Youtube videos as well. We wanted to tell people what they should do after they viewed a video by showing them the next one in the series.

To achieve this we’ve used the end screen functionality to display a subscribe link and the thumbnail of the next video.

Youtube gives you 3 different options to choose from: 

youtube case study - end screen

Depending on your channel type, you might want to go with the first option, but since this was a video series we picked the next lesson.

Taking it one step further, we’ve also added video cards. These appear in the top right corner of the video as some sort of native advertisement. At first, we pointed them to a playlist, but once we hit the 10k subscribers mark we used them to promote the website.

How to run on and off-platform promotions to increase views

When used properly, Youtube is a powerhouse when it comes to brand awareness. Besides simply posting and optimizing videos, we’ve also leveraged the community posts feature.

This functionality only works in the mobile app, and since most of our audience use their phones to view the videos, this was proven to be a gold mine. 

Unfortunately, only subscribers can view these posts, so this strategy worked better later down the line.

Cross-platform promotion

Simply creating posts for the community was not enough for us. We went one step further and created a 7-day challenge. The idea behind it was to encourage subscribers to practice a specific Kalari pose then take a picture or video and post it on Instagram using a specific hashtag.

This would help us engage existing subscribers and convert them into brand ambassadors. In addition, they would also have a chance of winning the full course for free.

youtube case study - community post

Influencer marketing

The previous campaign went really well so we wanted to double down on Instagram. We got in touch with a few influencers offering them free consultation lessons and access to the full course in exchange for a shoutout.

The results were not really what we expected due to the nature of the channel. Most martial arts influencers already had their own courses or contracts, which made it difficult for us to work with them.

We’ve worked with around 20 influencers, but the community campaign has proven to be more effective than this one.

Youtube case study results

At the beginning of the optimization process, we’ve seen a spike across all metrics. Our main goal was to get as many subscribers as we can in a short amount of time (which represents a soft conversion) and later convert them into Youtube channel members or send them to the self-hosted online course.

During the first month, we’ve reached almost 250 subscribers in a single day, but that growth has stabilized once we reached the core audience.

case study on youtube

Since that spike happened we have generated over $30k in combined revenue from Youtube members and self hosted video course.

Our content marketing strategy works for any format

Whether you want to dominate SERPs or build an audience on Youtube, you need a process that takes you from research to promotion.

To recap, make sure you follow these 4 simple steps, in order:

  • Research – Know what your competitors are doing and what users want;
  • Strategy – Combine the findings and put together an action plan;
  • Optimization / Content Creation – Follow the action plan;
  • Promotion – Boost reach by testing different promotion channels.

Our strategy works because it helps define your ideal customer. You will use that knowledge to create and optimize content that will dominate your target market.

Remember to always start with a small niche before going for a larger audience. We did an experiment to see what would happen if we had an incredibly large audience without focusing on a segment first. 

Our content reached every single Pinterest user in the US, but that was not enough. You can read all about that in our Pinterest Case Study . 

Don’t let competitors outrank you anymore

The faster you start working on your content marketing the sooner you’ll get results. It takes time to:

  • build an audience;
  • increase your email list;
  • convert leads to customers.

Your Youtube channel can be your biggest traffic source . Drop us a line by completing the form on the “ work with us” page and see how you can reach more prospects and increase your brand awareness.

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Home » blog » YouTube case studies: How brands are marketing through videos?

YouTube case studies: How brands are marketing through videos?

As a digital marketer, One should always be on the lookout for innovative and effective ways to reach their target audience. And one platform that has consistently proven its worth in the world of marketing is YouTube. With over 2 billion monthly active users, YouTube offers tremendous potential for brands to connect with their audience through engaging video content.

In this article, we will explore various YouTube case studies to understand how successful brands have utilized the platform to market their products and services. By analyzing these case studies, we can uncover valuable insights and strategies that can be applied to your own marketing campaigns.

Benefits of Using YouTube for Marketing

Before diving into the case studies, let’s first understand why YouTube is such a powerful tool for marketers. Here are a few key benefits:

  • Massive Reach: YouTube is the second-largest search engine after Google, and its extensive user base provides brands with an opportunity to reach a vast audience. Whether you’re targeting a specific niche or aiming for widespread recognition, YouTube can help you achieve your goals.
  • Visual Appeal: Videos have a unique ability to capture attention and convey information in an engaging manner. By leveraging YouTube’s platform, brands can create visually appealing content that resonates with their target audience.
  • SEO Benefits: YouTube videos are indexed by search engines, which means that a well-optimized video has the potential to rank highly in search results. This can drive organic traffic to your channel and increase brand visibility.
  • Audience Engagement: YouTube allows for direct interaction with your audience through comments, likes, and shares. This level of engagement helps build brand loyalty and fosters a sense of community around your content.

Now that we understand the benefits of using YouTube for marketing, let’s dive into some fascinating case studies that showcase the platform’s potential.

Also Read – 15 High Paying Digital Marketing Skills

YouTube Case Study 1: Red Bull’s Journey to Viral Fame

Red Bull’s journey to viral fame on YouTube was fueled by a strategic and authentic approach to video marketing. They embraced their identity as a purveyor of energy and adventure, showcasing extreme sports and creating a lifestyle brand. By crafting compelling narratives, collaborating with influencers, and harnessing user-generated content, they created a powerful connection with their audience.

Red Bull’s YouTube strategy focused on authenticity, storytelling, and collaboration. They showcased genuine moments of adrenaline-pumping stunts and extreme sports, captivating viewers with their raw and unfiltered content. Collaborations with influential YouTube creators and athletes added credibility and expanded their reach. Moreover, by encouraging user-generated content, Red Bull turned viewers into active participants, fostering a sense of community and empowerment.

Reference – https://www.redbull.com/us-en/10-years-10-epic-red-bull-youtube-videos  

Impact of Red Bull’s Viral Fame

Video – https://www.youtube.com/watch?v=M0jmSsQ5ptw  

The impact of Red Bull’s viral fame on YouTube was substantial. They built a global phenomenon, inspiring millions with their thrilling videos. By creating an emotional bond with their audience, they established a loyal community that embraced the brand’s lifestyle. Red Bull’s success demonstrates the power of video marketing to transcend traditional advertising and create a lasting impact.

The impact went beyond just brand recognition; it also had significant financial implications. The company experienced substantial revenue growth and successfully scaled its business through the power of their viral videos. The captivating content attracted a massive audience, resulting in increased brand visibility, higher engagement, and ultimately, boosted sales and revenue for Red Bull.

Actionable tips for brands to achieve similar success on YouTube:

  • Authenticity is key: Be true to your brand and values. Create content that reflects your identity and resonates with your target audience.
  • Craft compelling narratives: Tell captivating stories that evoke emotions and connect with viewers on a deeper level. Use storytelling techniques to engage and inspire your audience.
  • Collaborate with influencers: Partner with influential individuals or creators in your niche to extend your reach, tap into their audience, and gain credibility.
  • Encourage user-generated content: Foster a sense of community and empower your audience to contribute their own content. This not only enhances engagement but also expands your brand’s visibility.
  • Optimize for discoverability: Pay attention to video titles, descriptions, and tags to optimize your content for searchability. Leverage keywords and relevant tags to increase the chances of your videos being found by your target audience.

By incorporating these actionable tips into your YouTube strategy, you can enhance your brand’s visibility, engagement, and revenue potential. Remember to stay true to your brand, tell compelling stories, collaborate strategically, encourage audience participation, and optimize your content for maximum discoverability.

YouTube Case Study 2: Influencer Collaboration and Samsung’s Success Story

Samsung’s success story is intertwined with their strategic adoption of influencer collaboration on YouTube. Recognizing the power of influencers and their ability to connect with audiences, Samsung forged partnerships with popular YouTube creators in their target markets. They executed this strategy by integrating their products seamlessly into the content of these influencers, creating authentic and engaging videos that resonated with viewers.

Videos – https://www.youtube.com/shorts/AhxrfuLgUw0 | https://www.youtube.com/shorts/qDRsaB8mJuo

https://www.youtube.com/shorts/6AZ7caBbGMQ  

Impact and Benefits of Samsung’s Influencer Collaboration

The impact of Samsung’s influencer collaboration was remarkable, leading to increased brand visibility, customer engagement, and ultimately, significant revenue growth. By leveraging the influence and reach of popular YouTubers, Samsung’s products received widespread exposure to their dedicated fan bases. The result was higher sales, improved market share, and a strong brand presence in the digital space. The genuine endorsement and positive reviews from influencers also bolstered customer trust and loyalty towards the Samsung brand.

Actionable Tips for Brands to Achieve Influencer Collaboration Success:

To achieve similar success with influencer collaboration in today’s world, brands should consider the following actionable tips:

  • Identify the right influencers: Research and select influencers who align with your brand’s values and target audience, ensuring a natural fit for collaboration.
  • Create authentic content: Work with influencers to create content that is organic and genuine, showcasing your product or service in a way that feels authentic to the influencer’s style and audience.
  • Foster long-term partnerships: Instead of one-off collaborations, aim for long-term relationships with influencers to build credibility and continuity in your marketing efforts.
  • Encourage creativity and storytelling: Give influencers creative freedom to incorporate your brand into their content, allowing for unique and engaging storytelling that resonates with their audience.
  • Track and measure results: Utilize analytics tools to track the impact of influencer collaborations, monitoring metrics such as engagement, reach, and conversion rates. Use this data to refine your strategies and optimize future partnerships.

By implementing these tips, brands can harness the power of influencer collaboration to drive brand awareness, increase customer engagement, and generate substantial revenue growth in the digital landscape.

Also Read – Top 13 Digital Marketing Trends

YouTube Case Study 3: Amazon’s Data-Driven Approach to Video Advertising

Amazon’s success in video advertising can be attributed to their data-driven approach. They leveraged their vast customer data and insights to develop a targeted YouTube strategy. By analyzing user behavior, search patterns, and purchase history, Amazon was able to identify and understand their audience’s preferences and interests. They executed their strategy by creating personalized and relevant video ads that resonated with viewers on YouTube.

Impact and Benefits of Amazon’s Data-Driven Approach

Amazon’s data-driven approach to video advertising resulted in significant impact, including increased revenue and enhanced customer engagement. By delivering tailored video ads to specific target audiences, Amazon saw improved conversion rates and higher ROI on their advertising spend. The ability to effectively reach and engage customers through personalized video content led to increased brand awareness, customer loyalty, and ultimately, revenue growth for Amazon.

Actionable Tips for Brands to Achieve a Data-Driven Approach to Video Advertising

To achieve success with a data-driven approach to video advertising in today’s world, brands can consider the following actionable tips:

  • Leverage customer data: Utilize available data to understand your audience’s preferences, interests, and behaviors. This will enable you to create targeted and relevant video ads that resonate with your viewers.
  • Embrace personalization: Tailor your video ads based on individual preferences and deliver personalized experiences. Use data insights to create dynamic and customized content that speaks directly to each viewer.
  • Continuously analyze and optimize: Regularly track and analyze the performance of your video ads. Monitor key metrics such as engagement, click-through rates, and conversion rates. Use this data to optimize your campaigns and improve results over time.
  • Test and iterate: Experiment with different video ad formats, messaging, and targeting strategies. Test and iterate to find what resonates best with your audience and yields the highest ROI.
  • Invest in technology and automation: Utilize advanced tools and technologies to automate data analysis, audience segmentation, and campaign optimization. This will streamline your advertising efforts and enable you to make data-driven decisions more efficiently.

By adopting a data-driven approach to video advertising and implementing these actionable tips, brands can effectively target their audience, improve engagement, and drive revenue growth through personalized and relevant video content.

Also Read – How to crack your first job interview as a digital marketing professional

YouTube Case Study 4: Small Business Success on YouTube: Brand Dollar Shave Club’s Story

Dollar Shave Club’s success story on YouTube stems from their innovative and bold strategy. They adopted a humorous and relatable approach to connect with their target audience. Their YouTube videos featured witty and entertaining content that resonated with viewers. Dollar Shave Club executed their strategy by creating high-quality, low-budget videos that showcased their products’ value and unique selling propositions. They leveraged storytelling and humor to engage viewers and built a strong brand identity through their YouTube channel.

Video – https://www.youtube.com/watch?v=ZUG9qYTJMsI  

Impact and Benefits of Dollar Shave Club’s YouTube Success

Reference Links: https://www.inc.com/magazine/201507/diana-ransom/how-youtube-crashed-our-website.html

https://www.nytimes.com/2013/04/11/business/smallbusiness/dollar-shave-club-from-viral-video-to-real-business.html  

Dollar Shave Club’s presence on YouTube had a profound impact on their business, leading to exponential growth, increased revenue, and brand recognition. Their viral videos garnered millions of views and generated significant buzz, attracting a large customer base. The engaging content on their YouTube channel resulted in high customer acquisition rates, boosting their revenue and market share. Moreover, Dollar Shave Club’s YouTube success helped establish them as disruptors in the industry, challenging established shaving brands and gaining a competitive edge.

Actionable Tips for Brands to Achieve Small Business Success on YouTube

To achieve similar success on YouTube in today’s world, small businesses can follow these actionable tips:

  • Know your audience: Understand your target audience’s preferences, pain points, and interests. Create content that resonates with them and addresses their needs.
  • Embrace creativity and humor: Find unique ways to showcase your brand personality through creative and humorous content. Be memorable and stand out from the competition.
  • Focus on storytelling: Use storytelling techniques to create compelling narratives around your brand, products, or services. Connect with your audience on an emotional level and make your content memorable.
  • Prioritize video quality: While a high production budget is not always necessary, ensure that your videos are well-produced, visually appealing, and have good audio quality. Invest in basic equipment to enhance the overall quality of your videos.
  • Consistency is key: Maintain a regular upload schedule to keep your audience engaged and coming back for more. Consistency builds trust and helps grow your subscriber base over time.

By implementing these tips, small businesses can leverage YouTube as a powerful platform to showcase their brand, engage with their target audience, and drive business growth. Dollar Shave Club’s success story serves as an inspiration for small businesses looking to make an impact through strategic YouTube marketing.

Also Read – How does AI contribute to the transformation of the digital marketing spectrum?

Key Takeaways from YouTube Case Studies

After analyzing these case studies, several key takeaways emerge:

  • Influencer Marketing: Collaborating with influencers can greatly amplify your brand’s reach and credibility.
  • Authenticity: Creating genuine and relatable content helps forge a deeper connection with your audience.
  • Compelling Storytelling: Engaging narratives can evoke emotions, inspire action, and create a lasting impact.
  • User-Generated Content: Encouraging your audience to create and share content can boost brand awareness and foster a sense of community.
  • Live Streaming: Hosting live events on YouTube allows for real-time interaction and generates excitement around your brand.

Tips for Creating Successful YouTube Marketing Campaigns

If you’re looking to create successful YouTube marketing campaigns, here are a few tips to keep in mind:

  • Research Your Target Audience: Understand your audience’s preferences, interests, and pain points to create content that resonates with them.
  • Invest in Production Quality: High-quality videos with professional production values leave a lasting impression and reflect positively on your brand.
  • Optimize for Search Engines: Use relevant keywords, compelling titles, and engaging thumbnails to improve your video’s visibility in search results.
  • Promote Across Multiple Channels: Share your YouTube videos on other social media platforms to maximize reach and engagement.
  • Measure and Analyze: Track important metrics such as views, likes, and comments to gauge the success of your campaigns and make data-driven decisions.

YouTube has revolutionized the way brands connect with their audience. Through the case studies discussed in this article, we have seen how successful brands leverage YouTube’s platform to create engaging and impactful marketing campaigns.

By adopting the strategies and insights from these case studies, you can elevate your own YouTube marketing efforts and drive tangible results for your brand. So why wait? Start exploring the world of YouTube marketing and pursue a digital marketing course by IMS Proschool to develop these skills. Your audience is waiting to be captivated by your videos!

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7 YouTube Marketing Case Studies

Posted by Sharon Black on January 22, 2016

Social Media Best Practices

YouTube.com has become a goldmine of advertising goodness.

Guess what? Most businesses can find a way to use it. It’s not only another way to reach customers, it’s a way to deliver real value to all your social media accounts. What can you do on YouTube? To answer, let’s take a look at big and small companies in different industries using YouTube marketing in creative ways.

YouTube Marketing Case Study #1: GE

GE is a pioneer in social media. They consistently adopt new social media channels, connect directly with their customers by requesting and showcasing user-generated content, and post videos and graphics about every aspect of their business.

GE’s YouTube channel offers transparency, information, and experimentation. You can watch their commercials, see interviews with visionaries, scientists, and engineers, learn about future and current technology, and be generally amazed by everything they do.

GE’s audience includes customers, young people considering a career in engineering or science, and literally everyone interested in science, medicine, and technology.

YouTube Marketing Case Study #2: Eric The Car Guy

You might not have the deep pockets and professional video capabilities of GE, so meet Eric the Car Guy. He’s a mechanic with a website where you can order parts and find DIY help. His channel includes how-to videos for all kinds of automotive repairs, Q&A sessions, and general advice, like “Getting your car ready for a road trip.”

This video has 3.5 million views, so it’s clear he knows how to answer questions people want to know. There’s no fancy video effects, just a personable guy showing fans exactly how to do something.

YouTube Marketing Case Study #3: Photorec Tony

How-to videos work for many industries. Photorec Tony offers tips, equipment reviews, and other interesting content about photography. In this video, which has more than 118k views, he explains the difference between two different cameras.

YouTube Marketing Case Study #4: Cupcake Jemma

Cupcake Jemma is the YouTube home of Crumbs and Doilies, a London bakery, features how-to cake baking and other goodies, along with helpful equipment videos, decorating tips, and behind-the-scenes peeks at the bakery. This rainbow cake has nearly 2 million views!

YouTube Marketing Case Study #5: Keller Williams

Keller Williams Realty, Inc. is one of the largest real estate companies in the U.S. and THE largest international real estate company in the world. The Keller Williams YouTube channel is devoted, not to selling houses, but to attracting talent to staff its 700 offices.

Here, you can watch interviews with top executives and agents, learn more about the company, see the monthly financials, and get success tips from the pros.

YouTube Marketing Case Study #6: Caterpillar

A familiar B2B name in heavy equipment, Caterpillar decided to showcase its products in a very unusual – and memorable way. On the Caterpillar YouTube channel, you can see a big-scale Jenga game, watch a gigantic sand castle construction, see the tug of war competition below…or get safety tips and other useful information.

YouTube Marketing Case Study #7: AWeber Email Marketing

AWeber offers email marketing software tools to help businesses run and analyze email marketing campaigns. The AWeber YouTube channel offers helpful videos with how-to, strategy, tips, case studies, and industry news.

How You Can use YouTube to Market to your Customers

No matter what product or service you’re marketing, your customers are searching for information. Use videos to provide company information, product information, industry information, how-to instructions, reviews, and put a face on your company.

Just take a look at this adorable Christmas card by Wholesale Warranties.

Marketing just doesn’t get more endearing than that.

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Sharon Black

Sharon Black is a veteran copywriter and marketer. She loves writing about the challenges and rewards of marketing, at least when she's not pondering the challenges facing her on World of Warcraft. She has been known to serve as part of the grammar police force, but mostly when she is in the official role as editor.

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UX Case Study: How YouTube keeps you watching and addicted

case study on youtube

As a product, UX designer, and YouTuber myself, I always have one thing to say about YouTube. The truth is that on that platform, nothing is accidental or coincidental. On Youtube, everything is carefully designed and expertly deliberate.

YouTube tailors all its recommendations and suggestions to suit users’ specific interests. This combination of high click-through-rate thumbnails and videos maintains end-to-end engagements. YouTube’s ultimate goal is to keep users on the platform for as long as possible. The more videos watched, the more ad revenue they make. In 2021 alone, YouTube generated $7 billion in ad revenue .

It’s impressive to see the power of good UX design in action. No doubt the amount of income YouTube’s UX team generates justifies a huge paycheck for the designers themselves. In case you didn’t know, generating profit for a business is one of the ways UX designers leverage higher salaries .

So, how does YouTube keep users on the site? What UX tactics has YouTube used to maximize watch time?

These are my favorites:

How YouTube tracks your every move

UX Case Study - Tracking

Youtube, and Google, for that matter, have a powerful system that works around the clock to build a digital profile of you. The digital profile helps their AI understand who you are, your preferences, and, more importantly, what you might like to see next.  

When you watch a video, every single like, comment, watch time, and drop-off is tracked in the system to help build your profile.

I can see exactly where the biggest drop-off is per video. These metrics help me understand what kind of content is engaging and what I need to drop.

For example, one of my UI training videos had a long introduction leading to a drop-off point early on in the video. By changing the way I create content, I retained viewers for longer and ultimately helped Youtube retain users.

Remember that YouTube has carefully designed everything to hook users in. The better the content, the longer the binge-session, and the happier YouTube is.

More engagement = More ads = More revenue.

Dynamic and intuitive personalization on the home page

YouTube is a master of giving you a personalized, tailored experience. The algorithm is incredible when you think about it.

Mysterious, complex, and enigmatic, it can predict (with great accuracy) what you want to watch, what you need to watch, and how to keep you hooked.

UX Case Study: YouTube Homepage

When someone first lands on YouTube’s homepage, the selection of videos is a little broad. This is because the algorithm waits for the user to give the first signal of what they want to see. The selected videos for the homepage are chosen based on two kinds of “ranking signals”:

  • A/B Testing: Based on likes, dislikes, click-through rates, average view duration and percentage viewed, and even viewer surveys. When someone uploads a video, the algorithm pushes it to the homepage of a few users. If they engage with it enough, it gets pushed more and more.
  • Personalisation: This is what captures my UX attention: YouTube has mastered personalisation. This means that they present videos to people that they believe are relevant based on their past behaviour. If someone watched a lot of cooking channels last week, they’ll be pushed to watch even more cooking channels. As their interests shift and change, so does the algorithm to keep up.

YouTube predicts preferences based on what you don’t watch

UX Case Study - YouTube Don't Watch

Interestingly, YouTube also considers and takes into account the videos that you don’t watch. It helps to narrow down your choices and gives the algorithm more to work with. Their AI can understand you better than you know yourself.

For example, if you’re browsing cooking videos, you might ignore a 15-minute fresh pasta cooking guide by Nigella Lawson. Instead, you go with the quick Jamie Oliver 2 minute version.

The AI now knows that you aren’t looking for a long cooking lesson, only short bites. The algorithm will fill your homepage with Jamie Oliver clips and Jamie Oliver-related content. It may also decide to test your preference in presenter—just in case there’s another presenter they can hook you in with.

Notifications give direct access to user’s attention

UX Case Study - Notifications

If you have the YouTube app on your device, you’ve probably had a notification flash across your screen.

New uploads, channel updates, even trending videos – YouTube has strategically created ping notifications that give them direct access to users’ attention.

Experts revealed in the 2021 Conference on Human Factors in Computing Systems that notifications were specifically targeted and designed to increase usage time.  

The report stated that “The ‘Notifications digest’ lets a user bundle push notifications together into a single notification each day, which may reduce the triggers that lead to non-conscious, habitual use.”

While many users simply disable notifications on their devices, those who don’t have an increased chance of interacting with YouTube frequently and habitually.

Influencer-driven content draws users back to the platform

UX Case Study - Influencer Driven

Ask a few people what the appeal of YouTube is, and they’ll say that they appreciate user-generated content. That is content created by creators and not content produced for big-budget streaming platforms like Netflix or Hulu.

A marketing study by ThinkByGoogle found that brand collaborations with YouTube creators are “4x more effective at driving lift in brand familiarity than those with celebrities.”

Many believe that this shift in dynamics is due to how YouTube creators are perceived compared to other platform influencers. YouTube seems to foster authenticity and honesty, creating higher engagement and strong audience retention.

Auto-play and the “lean-back” hook

UX Case Study - YouTube Autoplay

The auto-play feature enables what Youtube describes as a ‘lean back’ experience for the user. Relevant videos continue playing without you even needing to reach for your mouse.

Taking everything into account that YouTube knows about you (which, I hate to say, is a lot more than you think), autoplay helps to keep you on the site longer by literally continuing to play content for you.

This kind of system is a God-send for those looking to use the platform for background music or a binge-watching session. It also helps to take the guessing work out of deciding what to watch next.

For example, a user is building their own PC and watching a product review by a well-known industry expert. Based on their Google search, YouTube knows the user is searching cooling systems. So, the same industry expert reviewing cooling systems is the following video to pop up on auto-play.

Coincidence? There are no coincidences with YouTube.

When you subscribe to a channel, YouTube prioritises relevant content

The sentence: “Thanks for watching guys, and remember to like, comment, and subscribe to my channel!” seems to have become a given in the YouTube universe.

So, why does YouTube like you to subscribe to channels? It’s because it’s an opportunity to keep you watching longer.

If you show interest, YouTube will do everything to keep you there. Once you subscribe to someone, they will bombard you with their videos to keep you on the platform. This means videos from years ago, old videos, even videos the creator probably forgot they uploaded will be pushed in front of you.

Engagement loops pique your interest

This is a favourite tactic of mine, purely because it’s so simple you don’t even realize it’s happening.

YouTube is designed to surround you with content at all times. Videos in the sidebar, suggestions on what to watch, links, promotions – it’s an engagement loop designed to keep you hooked on the site.

The power of YouTube

Once again, I am just staggered by the numbers. Not only has YouTube become a titan entertainment/education/search engine platform, but it’s also managed to convince more than 50M users to pay for a free service.

What this platform has achieved is nothing short of phenomenal.

From the lens of a YouTube Creator and heavy user of YouTube , I only hope that the platform continues to grow to allow me to connect with and educate a wider audience.

From a product UX case study designer lens, I think they still have a lot of room to grow into. I am sure that churn and activation rates are key metrics the product team is focusing on.

From a UX designer’s lens, I can appreciate how the talent of the design team. Creating a platform that hooks users instantly does not happen overnight and there is an incredibly talented team behind the scenes making it work.

For those aspiring UX designers out there: experience and teamwork built the platform, but at the core of YouTube are the same basic UX skills you can learn too.

That’s why I always say that you need to get the fundamentals in UX design squared away. Whether you’re doing it through a paid course , a free course , or if you’re just passionate about design, remember that when it comes to UX, there’s no limit to how high you can climb.

If you want to level up your skills the right way, our Ultimate Figma Masterclass is always waiting for you.

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case study on youtube

  • Harvard Business School →
  • Faculty & Research →
  • January 2014 (Revised February 2015)
  • HBS Case Collection

YouTube for Brands

  • Format: Print
  • | Language: English
  • | Pages: 14

Related Work

  • Faculty Research
  • December 2015
  • YouTube for Brands  By: Thales Teixeira and Leora Kornfeld
  • YouTube for Brands  By: Thales S. Teixeira and Matthew G. Preble

Case study preview

  • Deutschland
  • Asia, Australia & New Zealand
  • Europe, Middle East & Africa
  • United States & Canada
  • Latinoamérica

5 questions for YouTube’s lead UX researcher

As marketers, it’s our job to ensure all the interactions people have with our brands and products are as positive, useful, and memorable as possible.

At Droga5, where I lead data strategy, we believe the best way of achieving this is to have a deep understanding of our clients’ target audience, and more specifically, of their needs.

Of course, these change by platform. When you need to find out why your subway is delayed, you might head to Twitter. When you need to know when your local bookstore closes, you might use Google Search. Why does any of this matter? Because we know that consumer needs are far more powerful than other indicators that marketers use, such as demographics.

That’s why when I was given the chance to talk with YouTube’s Josh Lewandowski, I jumped at it. As the lead user experience (UX) researcher on the platform’s main app, he has a deep understanding of why users head to YouTube, what they expect when they get there, and what that means for brands looking to grab their attention.

Amy Avery: What does your typical work day look like?

Josh Lewandowski: On any given day, I’m trying to answer one of two questions: What are the desires, needs, and problems our users have that we should be anticipating? And once we know what those are, what’s the best way to solve for them?

To answer those questions, I’m constantly doing both qualitative and quantitative research—everything from talking to users and watching them use YouTube in their homes, to carrying out lab studies to see if people use our products the way we expect them to.

What has this UX research revealed about why people come to YouTube?

Users always act to solve some kind of need. The three most common ones we’ve seen in our research are the need for help (when you want to fix something in your house, for example) the need for entertainment (people say they turn to YouTube for entertainment just as much as they turn to TV), and the need to learn something new. 1

Why people turn to YouTube

Think with google.

Source: 2and2/Google, “The Values of YouTube” Study, (n of 1,006 consumers between the ages of 18-54, with 918 monthly YouTube users). Respondents were asked to choose which platforms they turn to for a range of needs, Oct. 2017.

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These needs can show up in broad or specific ways. Someone might come to YouTube knowing exactly what they’re looking for—to listen to a particular version of a song, say. Others come to browse. They know roughly what they want—to get caught up on the latest news, for example—but they’re not looking for one video in particular.

On YouTube, we’re now seeing more browsing than searching behavior.

In fact, as our recommendation algorithms keep getting better, we’re now seeing more browsing than searching behavior. People are choosing to do less work and let us serve them.

What’s new in the world of user engagement and behavior on YouTube?

Something that makes YouTube unique compared to other traditional forms of media is the depth of interaction users and creators can have with one another.

One example of this is with mobile live streaming, which YouTube creators beta tested from Disneyland last year. During the stream, they were asking viewers what rides they should go on, and fans were chiming in with their recommendations.

We’re seeing this direct form of co-creation more and more now, especially with our new community tab . Creators will use this to routinely ask fans what type of content they want to see, what their favorite videos are, and where they should go next.

These examples might not seem especially relevant for marketers, but I think they speak to a broader change in user behavior: people are no longer satisfied with just passively consuming content, they also want rich interactions.

What YouTube UX change has had the biggest impact?

Adding interactive features such as polling, live chat, and video infocards , because it has helped make video viewing a more active, engaging experience.

We originally assumed all YouTube users wanted to “lean back” and do nothing other than watch something. But our research showed that wasn’t the case. Interactive features like polling make content a lot more dynamic for those who want it. If creators think their viewers want what we call a “lean forward” experience, they can now provide one.

Source: Google/Ipsos, “Video Mobile Diary,” U.S., 2017.

As you think about user experience in 2018, what’s one big thing you’re focused on?

Assessing the quality of YouTube at scale. It’s great to see that people are watching more, but that doesn’t necessarily mean the experience has improved.

Look at website clickbait, for example. It might get you to look at more content, but it’s not a great experience. My challenge is to answer the question, “how do we really know the experience is good across the board?”

Answering that question involves looking at a few things: Can users discover YouTube’s features and experiences? Do they know how to use those features? And do those features improve their experience?

We’re really starting to focus on user satisfaction as a measure of success for product development, ads, and even our algorithms. If what we're doing makes users happier, we're on the right track. And directly asking users “What’s your biggest frustration today?” and “What’s your favorite thing about YouTube?” provides more insights than we could gather from watch time alone.

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Inside google marketing: meeting video viewers where they are in 2018, youtube's ad ux leaders on how video ads have evolved, 4 new moments every marketer should know, how one retailer is shifting to an ai-first mentality, 5 questions to ask yourself about your mobile strategy, sources (1).

1  2and2/Google, “The Values of YouTube” Study, (n of 1,006 consumers between the ages of 18-54, with 918 monthly YouTube users). Respondents were asked to choose which platforms they turn to for a range of needs, Oct. 2017.

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Michael Knowles calls for doctors performing IVF in Alabama to be prosecuted

Knowles: “It's the IVF and surrogacy industry that treats babies as commodities to buy and sell on an open market”

Written by Media Matters Staff

Published 02/22/24 11:01 AM EST

Citation From the February 22, 2024, edition of The Daily Wire's The Michael Knowles Show

MICHAEL KNOWLES (HOST): Doctors are proceeding with illegal IVF sales in Alabama. You remember, I mentioned on the show yesterday, it was a wonderful story out of Alabama. The Alabama Supreme Court pointed out that human beings are human beings from the moment of conception because conception just means the beginning. And they're human beings in the womb, and they're human beings even outside of the womb because -- we used to not even have these embryos outside of the womb, but because of the advance of technology, there's a new industry. And it's the IVF and surrogacy industry that treats babies as commodities to buy and sell on an open market. And the judge in the case said, look, just by the sheer language of the Alabama Supreme Court, this is unconstitutional. We need to treat these people as people. They're people. They're human beings. Unique human beings. So, that bans the surrogacy industry in Alabama.

Well, liberals aren't giving up that easy. There's a headline, so upset, doctors and patients fearfully proceed with IVF after Alabama court rules that embryos are children. What else are they? What are the customers in the IVF industry purchasing if they're not purchasing children? Trust me. The customers in the IVF industry, in the surrogacy industry know better than anybody that the embryo is a child. That's what they're buying. That's the product. So they know it. What -- they're not upset that the court ruled that the embryos are children. They already know that. They're upset that they ruled that you can't buy children. You can't treat children like commodities and objects to be used as mere instruments for your own satisfaction. That's what's going on. And so these crooks, these very, very, immoral businessmen -- I won't even call them doctors. They're immoral businessmen selling people. They're gonna proceed anyway. OK. Well, I hope that they're prosecuted under the law in accordance with the laws of Alabama and the Alabama Supreme Court and the -- the Alabama state constitution.

But what this really proves to me is that these liberals don't take conservative rulings seriously. They don't take the law very seriously because they know that the law is just words on paper, and the law is only gonna be as strong as the conviction and power of the people who are going to enforce it. They don't think they're gonna have to be held to account. Question for us is, can we hold them to account?

Strategic Stability and the Ukraine War: Implications of Conventional Missile Technologies

The Russia‑Ukraine war marks the first instance of a major inter‑state war involving the large‑scale deployment and use of conventional ballistic and cruise missile technology. As a result, the Ukrainian theater has become a test bed for missile technology and strategy and has revealed the strengths and weaknesses of contemporary missile forces and doctrines. The implications of the deployment and use of offensive conventional missile capabilities and defenses against such capabilities in Ukraine extend beyond the battlefield and affect the broader strategic competition between Russia and the North Atlantic Treaty Organization (NATO). This paper explores those implications, asking how the deployment and use of long‑range strike weapons and missile defense systems in Ukraine affects Russia‑NATO strategic stability.

In this analysis, long‑range strike weapons include Russian, Ukrainian, and Western conventional cruise and ballistic missiles as well as conventional long‑range drones that have been used by both sides to engage targets at standoff range, including deep inside the adversary’s homeland territory. The meaning of standoff range is context dependent and relates to the distance between adversaries. In the context of the Russia‑Ukraine war (and in the broader European context), standoff implies the ability to engage targets several hundred kilometers behind the front line. In terms of missile defense, this analysis considers Russian, Ukrainian, and Western nonstrategic air and missile defense forces that have been deployed around the front line and deeper inland to protect military and civilian targets.

The paper is structured as follows. In section one, we briefly discuss the concept of strategic stability, conceptualizing it in terms of crisis and arms race stability. We also draw attention to the effect of long‑range strike weapons and missile defense on strategic stability and outline the implications that the deployment and use of conventional missile technology in Ukraine can have for strategic stability. In section two, we analyze offensive and defensive developments in the missile domain in Ukraine. We then briefly describe the different long‑range strike and missile defense systems that have been employed by Ukraine and Russia and assess their effectiveness (and lack thereof) in the war so far. Section three analyzes the medium‑to long‑term implications of the deployment and use of long‑range strike weapons and missile defense systems in Ukraine for strategic stability. Demonstrated levels of effectiveness and ineffectiveness of these weapon systems shape the prospects of crisis and arms control stability as well as the general likelihood of strategic nuclear exchanges between NATO and Russia.

Approved for public release. Unlimited distribution.

  • Document Number: IOP-2024-U-037683-Final
  • Publication Date: 2/22/2024
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Hilary was not a tropical storm when it entered California, yet it had the same impact, study shows

John Antczak

Associated Press

Copyright 2023 The Associated Press. All rights reserved.

FILE - Vehicles cross over a flood control basin that has almost reached the roadway as Tropical Storm Hilary hits the area on Aug. 20, 2023, in Palm Desert, Calif. Former Hurricane Hilary was actually no longer a tropical storm but essentially had the same impact when its destructive remnants entered California last August, according to a new National Hurricane Center report. (AP Photo/Mark J. Terrill, File)

LOS ANGELES – Former Hurricane Hilary was actually no longer a tropical storm but essentially had the same impact when its destructive remnants entered California last August, according to a new National Hurricane Center report.

Damage from Hilary was estimated at $900 million in the United States. Three deaths were directly related to the storm, including two in Mexico and one that occurred in California when a woman was washed away in her home.

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Hurricane Hilary moved north off Mexico's Pacific coast and weakened to a tropical storm before making landfall in northern Baja California in Mexico, where its center became less defined as it encountered mountainous terrain and other atmospheric conditions, the report said.

“As a result, the storm lost tropical characteristics and degenerated to a post-tropical cyclone over northern Baja California,” the new analysis said.

At the same time, an area of low pressure to the northwest near the coast of Southern California quickly absorbed remnants of Hilary and the new system continued on over the southwestern U.S., according to the report released this month . Forecasters noted at the time that Hilary was becoming diffuse and difficult to track, and it was unclear if the low pressure area was Hilary or a new system.

The new conclusion came from a routine post-cyclone examination of real-time data and other data that was not immediately available, the report said.

“Ultimately, these post-analysis changes do not diminish the significant wind impacts that Hilary and its remnants brought to the southwestern United States.” the report said.

“Although the center of Hilary did not move into the United States, the large wind field associated with the tropical storm near the end of its life cycle resulted in sustained tropical-storm-force winds at some inland United States locations," it said. "Therefore, Hilary is still considered to have impacted the United States as a tropical storm.”

Significant damage included flooded neighborhoods , especially in Riverside County's Coachella Valley, and destruction of roads . Rain formed an ephemeral lake in Death Valley National Park that still persists, with replenishment by a recent atmospheric river.

Copyright 2024 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.

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Bloomberg

  • Largest Covid Vaccine Study Yet Finds Links to Health Conditions

(Bloomberg) -- Vaccines that protect against severe illness, death and lingering long Covid symptoms from a coronavirus infection were linked to small increases in neurological, blood, and heart-related conditions in the largest global vaccine safety study to date.

The rare events — identified early in the pandemic — included a higher risk of heart-related inflammation from mRNA shots made by Pfizer Inc., BioNTech SE, and Moderna Inc., and an increased risk of a type of blood clot in the brain after immunization with viral-vector vaccines such as the one developed by the University of Oxford and made by AstraZeneca Plc. 

The viral-vector jabs were also tied to an increased risk of Guillain-Barre syndrome , a neurological disorder in which the immune system mistakenly attacks the peripheral nervous system.

More than 13.5 billion doses of Covid vaccines have been administered globally over the past three years, saving over 1 million lives in Europe alone. Still, a small proportion of people immunized were injured by the shots, stoking debate about their benefits versus harms.

The new research, by the Global Vaccine Data Network, was published in the journal Vaccine last week, with the data made available via interactive dashboards to show methodology and specific findings. 

Read More: Covid Test Failures Highlight Evolving Relationship With Virus

The research looked for 13 medical conditions that the group considered “adverse events of special interest” among 99 million vaccinated individuals in eight countries, aiming to identify higher-than-expected cases after a Covid shot. The use of aggregated data increased the possibility of identifying rare safety signals that might have been missed when looking only at smaller populations.

Myocarditis , or inflammation of the heart muscle, was consistently identified following a first, second and third dose of mRNA vaccines, the study found. The highest increase in the observed-to-expected ratio was seen after a second jab with the Moderna shot. A first and fourth dose of the same vaccine was also tied to an increase in pericarditis, or inflammation of the thin sac covering the heart. 

Safety Signals

Researchers found a statistically significant increase in cases of Guillain-Barre syndrome within 42 days of an initial Oxford-developed ChAdOx1 or “Vaxzevria” shot that wasn’t observed with mRNA vaccines. Based on the background incidence of the condition, 66 cases were expected — but 190 events were observed. 

ChAdOx1 was linked to a threefold increase in cerebral venous sinus thrombosis, a type of blood clot in the brain, identified in 69 events, compared with an expected 21. The small risk led to the vaccine’s withdrawal or restriction in Denmark and multiple other countries. Myocarditis was also linked to a third dose of ChAdOx1 in some, but not all, populations studied.

Possible safety signals for transverse myelitis — spinal cord inflammation — after viral-vector vaccines were identified in the study. So was acute disseminated encephalomyelitis — inflammation and swelling in the brain and spinal cord — after both viral-vector and mRNA vaccines. 

Listen to the  Big Take  podcast on  iHeart ,  Apple Podcasts ,  Spotify  and the Bloomberg Terminal.  Read the transcript .

Seven cases of acute disseminated encephalomyelitis after vaccination with the Pfizer-BioNTech vaccine were observed, versus an expectation of two.  

The adverse events of special interest were selected based on pre-established associations with immunization, what was already known about immune-related conditions and pre-clinical research. The study didn’t monitor for postural orthostatic tachycardia syndrome , or POTS, that some research has linked with Covid vaccines.

Exercise intolerance, excessive fatigue, numbness and “brain fog” were among common symptoms identified in more than 240 adults experiencing chronic post-vaccination syndrome in a separate study conducted by the Yale School of Medicine. The cause of the syndrome isn’t yet known, and it has no diagnostic tests or proven remedies.

Read More: Strenuous Exercise May Harm Long Covid Sufferers, Study Shows

The Yale research aims to understand the condition to relieve the suffering of those affected and improve the safety of vaccines, said Harlan Krumholz, a principal investigator of the study, and director of the Yale New Haven Hospital Center for Outcomes Research and Evaluation. 

Read this next :  Why Driving a Few Miles Can Save Patients a Fortune on Health Care

“Both things can be true,” Krumholz said in an interview. “They can save millions of lives, and there can be a small number of people who’ve been adversely affected.” 

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A healthcare worker administers a dose of the Novavax Covid-19 vaccine at a pharmacy in Schwenksville, Pennsylvania, US, on Monday, Aug. 1, 2022. Novavax's protein-based Covid-19 vaccine received long-sought US emergency-use authorization in July, but use is likely to be limited.

Project aims to turn city into food 'Silicon Valley'

Farming on a field

Mike Rigby hopes people from across the world can look to Norwich as a place to find scientists

  • Published 23 February 2024

A project is hoping to turn Norwich into the "Silicon Valley" of food and science.

The Norwich Food Science Supercluster project will be discussed at a one-day conference held on Friday, at the Quadram Institute at the Norwich Research Park.

Mike Rigby from organisers Eastern Promise said it would raise the profile of Norwich and the East of England.

"I think it's important for Norfolk because the East of England has everything the UK needs to address the challenges of the 21st Century and food is key," he said.

He believes Norwich has a "unique collection of assets" that are not comparable to neighbouring Lincolnshire and hopes to put the county "squarely on the map".

Eastern Promise is focussing on an area it dubs the 'Norwich croissant' because of its crescent shape, bringing together the Royal Norfolk Agricultural Association, Condimentum, the Food and Enterprise Park at Honningham and Fischer Farms.

Mr Rigby said he hoped it would strengthen Norwich's name, turning it into a "Silicon Valley" of food and mean people would look to the city when they needed a scientist.

Follow East of England news on Facebook , external , Instagram , external and X , external . Got a story? Email [email protected] , external or WhatsApp us on 0800 169 1830

Related Topics

  • Agriculture

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Jeremy Hunt eyes up Silicon Valley of the UK

  • Published 1 December 2023

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Greenhouse farmers call for support for homegrown

  • Published 18 April 2023

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Farmers of tomorrow see sustainable future

  • Published 31 October 2021

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  20. Michael Knowles calls for doctors performing IVF in Alabama to be

    MICHAEL KNOWLES (HOST): Doctors are proceeding with illegal IVF sales in Alabama. You remember, I mentioned on the show yesterday, it was a wonderful story out of Alabama.

  21. Conventional Missiles in Ukraine War and Strategic Stability

    3003 Washington Boulevard Suite 200, Arlington Virginia 22201 | 703-824-2000

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