In August 2020 we were approached by Thrive Dental to work on building their channel audience. Nathan wanted to work on creating higher quality content, grow the audience and create informative, helpful and educational dental & health related content. A major focus for the channel was to drive people to their offices located in various venues throughout Dallas, Texas.
The goal for the partnership was to generate business, however the channel- although educationally-focused more so than entertainment- ended up growing quite significantly.
GROWING A HEALTH CHANNEL FROM 400
TO 12000 SUBSCRIBERS ON YOUTUBE
One of our immediate goals was to start working on an identifiable brand-look. In our initial discussions we settled on a lighthearted, bold and humorous approach to the post production.
A clear hook - We also started to work on improving the first minute or so of the videos by incorporating a more clear hook.
A more consistent branding approach - We worked on various things like title screens, more consistent texts. Humorous inserts & memes where the content felt too slow etc. As seen in the images below
Colors & color schemes - Making sure every visual fit the branding aesthetic for the channel. We eventually landed on various shades of light blue, white, black and dark blue for most graphic elements.
Analytics - Consistently revising the flow of the editing to make the videos feel more fun and playful and create a more immersive experience for the viewer, whilst educating them as well.
We worked on developing a catalogue of background music that suited the channel. The overall aesthetic visually was quite playful, upbeat and fun so we tried to match that with upbeat, exciting and playful background music and sound design.
Continuously re-looking at different aspects of the post-production process and improving the brand and the flow of the video through every video.
Yes, that was once Tom Cruise :)
So the idea behind each video was to have them be evergreen. As in the videos could be something viewers could go back to and watch again, and just generally are videos that don't get old over time. However what we found was that many of the videos just wouldn't really be seen by the algorithm.
To combat this we worked on improving the video titling and making sure the videos were more engaging, especially in the first minute.
We also created a more professional channel intro to build trust but also to improve on the overall quality and professionalism of the content.
Over time this paid off, with several videos then going viral, as seen below.
From the start of the partnership in August 2020 through to early 2021 the results were slow, but there was consistent but gradual growth.
However from May 2021 the channel started to grow exponentially faster. The new content strategy, with better titles, better video flow and an overall much more engaging approach to the content seemed to be working. Video views seemed to be going up, the month of July saw Thrive hitting 640,000 views monthly for the first time.
Many of the evergreen videos as well that were in the catalogue were starting to take off. The videos consistently grew and as the audience expanded so did the viewership.
At the start of our partnership videos were averaging about 300 views per video, now as can be seen below videos average between 2,000 and 10,000 views.
Our partnership started with the channel at around 400 subscribers, and since it's grown to just shy of 12,000.
From 50,000 channel views through to 2,400,000.
Views were up
Engagement was up
Subscribers were up
Audience-feedback was up
Every Measurable metric was up