Doubling growth after auditing the "I Want to Live" military YouTube channel

Project description

To evaluate potential new growth opportunities to increase reach and views for the "I Want to Live" YouTube channels. To identify weaknesses and provide practical advice on how to address them. To answer the team's questions regarding channel development.

What were the objectives?

Our goal was to conduct in-depth interviews with the team responsible for content creation and distribution, analyze the current state of the channel (both technical and content-related) to identify growth opportunities, determine the most effective content formats, and provide recommendations on publishing times, video duration, content design, editing, and topic selection, as well as advice on building a content plan. We also analyzed competitor metrics and content: view performance by format (long-form videos, Shorts, live streams); analyzed content substance, design, publishing approach, and delivery, and identified potential development goals for the client's channel.

And to provide recommendations for driving additional traffic using existing organic tools (cross-channel partnerships, interaction with social media, and websites).

Based on our 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 situation and identify new development opportunities for the project on YouTube. We then analyzed the audience for each project and the channel as a whole, examined overall metrics, and provided recommendations for improving the quality of each project (updating design, improving pacing, reducing content volume to focus on quality, and providing recommendations on duration for each format). We also implemented content planning.

Phase two. Technical work

Optimization, audience growth, and engagement: we implemented SEO strategies to improve video visibility and enhanced our collaboration with partners. We worked with both archival and current content, initiated archival management, and established a process for ongoing performance tracking.

Phase three. Interactive elements.

We directed viewers across projects with overlapping audiences using interactive elements (end screens, cards, channel homepage customization, and playlists), as well as social media and our website.

Phase four. Market analysis.

We analyzed the competitive landscape of media outlets and influencers. We determined content effectiveness and used these insights to set forecasts and goals for the team. We implemented continuous analysis of new tools and actively began testing and adopting additional promotion methods, including horizontal YouTube live streams, cross-posting with partner channels, and vertical video production. We also adjusted our promotion strategy based on the performance of these new tools.

Results and achievements

Our years of experience, application of new methodologies, and constant content analysis helped increase the project's average monthly views by 70%—from 1.5 million to 2.3 million views per month. Since the audit was completed, the channels have continued to grow and attract even more views.

The screenshot below shows the view dynamics for "I Want to Live" over 10 months. The audit was conducted in November 2024. The result was a 70% increase in views following the implementation of our recommendations.

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