Goals:
- Expand the target audience of subscribers
- Increase video views
Challenges:
- High Competition: It is challenging to differentiate oneself among numerous well-established experts and large channels without distinctive content.
- Attracting New Subscribers: Viewers often find helpful information in one video but see no need to subscribe for more content.
Audience & Strategy
Target Audience: Entrepreneurs, marketers, and team leaders
Competitors: Other niche business channels (experts, trainers, studios)
Tools: Google Ads (Video + Discovery), Google Ads, and YouTube Studio analytics
Promotion Stages:
To effectively promote the business podcast on YouTube, we implemented a phased strategy focusing on two key KPIs: the number of subscribers and video views. Below is a detailed breakdown of the implementation process.
- Launching a follower acquisition campaign
Strategy:
The primary goal was to build an active subscriber base interested in business content. We chose Google Ads video campaigns with a pay-per-action model (YouTube for Action).
Tactics:
- Used video content featuring a recognizable guest — the founder of a popular pizza delivery service. The brand’s strength helped immediately attract the audience’s attention.
- Targeted three audience segments:
- Users who visited the pizza delivery website
- Users interested in “pizza” and “fast food”
- Users who visited competitor websites
Interim Results:
- 2,767 subscribers
- Average cost per subscriber: UAH 3.15
- Budget optimization and audience segmentation
Identified Issue:
The audience segment of “competitor website visitors” accounted for over 80% of the budget, thereby limiting outreach to other segments.
Solution:
- Split campaigns by audience segments
- Allocated a separate budget for less-reached but potentially effective segments
Results After Optimization:
- 323 additional subscribers
- Average cost per subscriber: UAH 3.75
- Campaign and Views
Goal:
Increase reach and engagement through video without direct calls for subscription.
Tactics:
- Used the same audience segments as for the subscriber campaign
- Format: In-stream video (optimal for reach and engagement)
Results:
- 10,846 views
- Average cost per view: UAH 0.08
The best results were achieved by users who had previously visited the pizza delivery site, which was due to high brand awareness. Embedded video was also the most effective format, contributing to increased viewing time.
Campaign Results:
The video campaign demonstrated high effectiveness in achieving our goals. We deliberately started by focusing on increasing subscriber numbers to build a solid foundation for future channel growth. By targeting audiences already interested in pizza delivery or its competitors, we rapidly expanded the subscriber base and substantially increased video views.
Proper budget allocation across different audience segments helped optimize costs and improve campaign efficiency. The In-stream video format proved to be the most effective in terms of user engagement, and the brand’s recognition became an additional factor contributing to the attraction of new viewers.
- 3,090 new subscribers acquired
- 31,600 views on a single video
- Total budget: UAH 11,000
This confirmed the effectiveness of the chosen strategy, where precise targeting, high-quality video content, and the correct ad formats played key roles in achieving success. These factors allowed the channel to not only expand its reach but also enhance interaction with the target audience, creating potential for future growth.
What the Business Gained:
- An active and loyal subscriber base
- Entry into YouTube’s recommended algorithm
- Increased brand recognition through integration with a well-known brand
- A platform for launching subsequent educational projects and products
Next Steps:
- Develop a series of videos targeted at the most effective audience segments.
- Retargeting engaged users
- Test Shorts and new ad formats
Conclusions:
The campaign’s success was driven by the effective combination of branded video content and precise targeting, enabling the achievement of all key KPIs. The increased brand recognition significantly boosted trust in the content and helped attract new audiences. The In-stream video format not only delivered a high volume of views but also fostered deep engagement with the content, laying the foundation for the channel’s further development. Thanks to Panem’s flexible approach, analytical thinking, and experience, we successfully scaled the client’s audience and established a strong foundation for growth on the YouTube platform.
