YouTube Strategy for Media: Audit and Positioning for OBOZ.UA

The Challenge:

Develop brand positioning on YouTube, identify target groups for Oboz TV to attract new audiences and expand the current one, and create video formats to promote the brand across YouTube, the client's website, and social media.

Our Strategy:

1. Conduct in-depth interviews with the team responsible for content creation and distribution.
2. Analyze the current state of the channel (technical and content aspects) to identify growth opportunities, determine the most effective content formats, and propose new or revamped formats for the platform.
3. Provide recommendations on publishing times, video duration, and editing.
4. Propose a brand vision, content design, and thematic recommendations.
5. Provide guidance on building a content plan for the channel.
6. Analyze competitor metrics and content: view performance by format (full-length videos, Shorts, live streams).
7. Provide recommendations for driving additional traffic through existing organic channels (cross-channel partnerships, social media engagement, and website integration).

Phase One: Interviews

We conducted in-depth interviews with the content creation and distribution team to understand the current state of the project and identify new growth opportunities on YouTube.

We analyzed the audience for each project and the channel as a whole, examined key performance indicators, and provided recommendations to improve the quality of each project. This included presenting new formats and reformatting existing ones, improving internal pacing, shifting focus from quantity to quality, and providing guidance on optimal video length. We also implemented a content planning system.

Phase Two: Technical Implementation

To optimize, grow, and engage our audience, we implemented SEO strategies to improve video visibility, worked on increasing channel authority, and managed copyright claims, policies, and monetization.

We worked with both archival and current content. The digital team's workflow for the website was restructured, and we began systematically managing the archive and tracking performance results.

Phase Three: Channel Health and Interactive Elements

We gradually built up the algorithm's trust in the channel. We provided guidance on handling 18+ content restrictions and optimized various monetization methods, including ad breaks, channel memberships, and super features.

We implemented cross-promotion strategies to redirect viewers between projects with overlapping audiences using interactive elements like end screens, cards, channel homepage customization, and playlists, as well as social media and website integration.

Phase Four: Market Analysis

We analyzed the competitive landscape of media outlets and influencers. By evaluating content performance, we established forecasting models and goals for the team and implemented ongoing performance analysis. We developed positioning, branding, and a strategy for the brand channels, and worked with the team to define a vision for future brand development and promotion. We also adjusted our promotion strategy based on the analysis of implemented tools.

Results and Achievements

Content analysis led to a 108% increase in views for the project: following the implementation of our recommendations, average monthly views grew from 2.4 million to 5 million.

Since the audit was completed, the channel has continued to grow (see the green graph).

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