Picture this: you're running a fairly successful content business on YouTube and other social platforms. You've got an amazing channel concept and a really engaged, passionate core audience, but you've stopped growing... Why?? And what can you do about it?! In reality, there are only a few levers you can pull to influence audience growth on these platforms. If you're not pulling any of them, you will simply NOT GROW, no matter how much your subscribers love your content… While this sounds a little gloom and doom, don't panic! The last thing you want to do is end up frantically pulling levers and accidentally alienating your current audience, resulting in net loss, instead of net gain. But never fear! This presentation will walk you through what levers to pull, what levers to definitely NOT pull, and how you can create that perfectly balanced upload schedule which will accomplish all your growth, engagement, and audience satisfaction objectives!

1. How to Balance Your
Upload Schedule for
Growth & Audience
Satisfaction
GWEN MILLER
VP, Content Strategy

2. Why
Balance?

3. • Why
Balance?You can’t have growth without
current audience satisfaction

4. • Why
Balance?If you want a new audience, start
a new channel

5. • Why
Balance?The audience you start with is
the audience you keep

6. • Why
Balance?You CAN expand your audience

7. • Why
Balance?You CAN expand your audience

8. • Why
Balance?You CAN’T change your
audience

9. • Why
Balance?You CAN expand your audience

10. • Why
Balance?You CAN’T change your
audience

11. Why
Balance?

12. • Why
Balance?Not every piece of content can
pull every lever you need pulled

13. What Retains
Audience?

14. Your U niqueness
• Signature Formats
• Videos that define
you
• Inside jokes/slang
• Insider knowledge

15. The Content That
They Subscribed For
Check your analytics
to see what videos
have brought in the
most subscriptions

16. YOU
• Personality
• Personal Stories
• Interaction with your
audience
– Comments
– Q&As
– Live Videos

17. Experiment at ion
If you sit still, you get
left behind

18. What brings in
new eyeballs?

19. • Why
Balance?
W hat brings in new
eyeballs?
The Algorithm
Word of Mouth
Paid Marketing

20. • Why
Balance?
What does the algorithm
surf ace t o
unsubscribers ?
Videos that
• Drive a lot of watch time
• Drive a lot of engagement
• Unsubscribers are going
to click on

21. • Why
Balance?
H ow do I drive more
w atch time?
• Release longer videos
• Get people to watch
longer

22. #minifacelift
#babyhair
#babyhair

23. • Why
Balance?
W hat drives engagement ?
• Relatable Content
• Opinionable Content

24. • Why
Balance?
W hat do unsubscribers
c lic k on?
• Big well known formats
• Over the top stuff
• Topics they identify with
• Good titles/thumbnails

25. • Why
Balance?
Word of Mout h
• Sharing
• Collaborations
• Press

26. • Why
Balance?
Word of Mout h
What do people share?
Identity Content
• What people share
reflects what they want
people to know about
them

27. • Why
Balance?
Word of Mout h
• Sharing
• Collaborations
• Press

28. • Why
Balance?
W hat does N OT drive new
eyeballs
• Live Shows
• Giveaways
• Signature Formats
(Mostly)

29. A c t i o n I t e m s
What sort of content
should we be
experimenting with?
Things to Think About
What is a signature
format that will set
my show apart?
What are well-
known formats that
would work for my
show?
What sort of content
should we be doing
to help drive
commenting?
What types of
content will my
audience identify
with?

30. E v e r y M o n t h A s k Y o u r s e l f
What this month…
Will bring in new
eyeballs?
Will retain the core
base?
Will drive
engagement?
Is Experimental?