5 Kanal Audit: Growth in views and revenue

Evaluate prospects for new growth opportunities to monetize the YouTube channel. Identify weaknesses and provide practical advice on how to fix them. Answer the team's questions regarding channel development.

What were the objectives?

Our goal over two months was to conduct in-depth interviews with the content creation and distribution team, analyze the current state of the channel (technical and content components) to identify growth opportunities, determine the most effective content formats, and provide recommendations on publishing times, video length, design, editing, and topics, as well as advice on creating a content plan. We also analyzed competitor metrics and content: view efficiency by format (full videos, Shorts, live streams); analyzed content substance, design, publishing approach, and presentation to identify potential development goals for the client's channel.

And provide recommendations on attracting additional traffic using current organic tools (cross-channel partnerships, interaction with social media and websites).

Based on the analysis, we prepared tactical and strategic recommendations for the team to improve the channel's key performance indicators.

Phase One. Conducting interviews

We conducted in-depth interviews with the content creation and distribution team to understand the current state and find new growth opportunities for the project on YouTube. We then analyzed the audience for each project and the channel as a whole, researched general metrics, and provided recommendations for improving the quality of each project (changing design, recommendations for improving internal pacing, reducing content volume to focus on quality, and recommendations on video length for each format). We implemented content planning.

Phase Two. Technical work

Optimization, audience growth, and engagement — we implemented SEO strategies to improve video visibility, worked on the channel's trust level, and managed copyright claims, policies, and monetization. We worked with both archival and current content. A new structure for collaboration between the digital and broadcast teams was implemented. We began working with the archive and established a process for continuous performance tracking.

Phase three. Channel "health" and interactive elements.

We held a lecture for the team on how to evaluate content and gradually built up the algorithm's trust in the channel. We provided recommendations on how to handle 18+ content. We worked through various monetization methods (ad breaks, sponsorships, super features, donations). We also optimized viewer redirection across projects with overlapping audiences using interactive elements (end screens, cards, channel homepage settings, and playlists) as well as social media and the website.

Phase four. Market analysis.

We analyzed the competitive landscape of media outlets and influencers. We determined content effectiveness and, based on this, established forecasts and goals for the team. We implemented ongoing analysis of the effectiveness of the new tools introduced.

We began actively testing and implementing additional promotion methods: horizontal YouTube live streams, cross-posting with partner channels, and working with vertical videos. This included not only adapting highlights from long-form programs for social media but also writing and editing new video stories released exclusively for the "5 Kanal" project's social media channels. We also adjusted our promotion strategy based on the analysis of these new tools.

Results and achievements

Within 2 months of the project, we managed to bring 5 Kanal to 4th place in the ranking of news YouTube channels.

Our many years of experience, the application of new methodologies, and constant content analysis brought the project double the views (a 100% increase), growing from 64 million to 130 million per month. Monetization increased by 60%. Following the audit, the channel continued to maintain its leading position.

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