400% More Subscribers: A Success Story of a Web Hosting Company’s YouTube Channel
Alycia M., Director of Content at a Large Web Hosting Company (for confidential reasons, we cannot say who, but if you think the opposite of StopMommy, you’d know who we are talking about), required a video partner to bring her team’s vision to life for a new YouTube channel focused on educational and entertaining content for web developers and designers.
The Challenge
Finding a video team with the work ethic and creativity to bring a YouTube series to life.
Being a new channel and an entirely new series for the brand, the chosen partner needed to be adaptable, creative, and quickly understand the Brand’s voice and guidelines. There also was a big need for consistency and effective processes.
The chosen partner would need to produce twenty videos in a ten-month span, as the goal was to deliver and release two new videos per month on the YouTube channel.
“Covalent was always humble and willing to work with us for change requests. Their patience during the brand learning curve was much appreciated. They never let a critique stop their creativity and have been incredibly professional and fun to work with.”
This means all scripting, storyboarding, shooting, and editing had to be scheduled and planned to a T to get everything out on time.
Though Alycia’s team would provide initial scripts and direction, it would be up to the partner to display an understanding of that vision, an aptitude in translating and improving it for the visual medium, and then executing it at a high level that went above and beyond.
The Results
A dramatic increase in subscribers, engagement, and a substantial increase in brand affinity.
The videos were well received internally by the global team as well as externally. The first time the series was actively promoted, we saw a 400% increase in subscribers and engagement on YouTube. We also ran a creative breakthrough study with the brand team that indicated a substantial increase in affinity.
“The first time the series was actively promoted, we saw a 400% increase in subscribers and engagement on YouTube. We also ran a creative breakthrough study with the brand team that indicated a substantial increase in affinity. The videos were also very well received internally.”
This type of success and fantastic collaboration led us to engage with Covalent on other YouTube series, educational content, and even promotional videos that drove traffic to our shows. The relationship has continued for three years now, and they continue to find new ways to appeal to our audience and offer moments of delight.
Their creativity never ceased, no matter the deadline or the amount of content they were delivering at the time. They are very responsive, organized, and patient. They are not afraid of challenges and obstacles and have always adapted quickly to our needs.
From Covalent:
A hard-working and creative video production company that is the real deal.
Understanding the vision is key when creating a video for YouTube for B2B. You need someone who understands your audience and knows how to capture their attention. One of the key performance indicators of B2B is turning traffic into leads, and an easily shareable YouTube video is a great way to engage your audience.
Covalent was recommended to Alycia by another agency vendor. Though she vetted two other companies, she felt Jeff and Nick understood her vision and liked their examples.
They proved quickly to be excellent collaborators and creatives who pushed forward with a unique vision that aligns with a client’s goals and needs.
Alycia’s team would write initial scripts, and Covalent would edit and suggest changes. Once approved, they would create storyboards for each video that were sent to their legal and brand team for review. The same process would happen with the video before we received the final files. Often, it only took one round of revision to get to a final approved video. That’s how effectively they nailed our brand voice and understood our vision. After a few months, due to the lack of necessity, we no longer required brand reviews on the storyboard or videos.
Covalent built a plan that allowed us to deliver these creative and entertaining videos on schedule and within budget. They never once came back to us asking for more money, and they were super transparent in where our investment went, and you could see the investment on the screen.
“The success of the videos they created plus the continued value they bring not only creatively but also in regards to solving problems is why we continue to work with them”