Maximizing Viewership of Executive Thought Leadership

Challenge

A monthly video series led by the CEO faced challenges with low viewership (less than 100 views on average), a news desk style format, and low-quality production. The hour-long videos, hosted on an invitation-only website, experienced a significant drop in viewership after just 5 minutes.

Solution

Our approach involved including more executives as thought leaders beyond the CEO. We implemented a 2-camera setup, upgraded mic and lighting equipment, and adopted a face-to-face format with over-the-shoulder angles. By removing the table and backdrop, we enhanced the viewing experience.

The new equipment provided flexibility in location, ensuring high-quality video output. The shift to on-demand, shorter segments without registration, and publishing on a newly created YouTube channel increased shareability and ease of embedding.

Additionally, we rebranded the show with a new name, introduced graphics, and created transcripts for text and blog versions of each segment.

Results

• 1,870 YouTube Subscribers: A substantial increase in the original non-YouTube subscriber base.

• 3.4x Increase in Videos Produced: More content was produced without compromising quality.

• 29x More Views: Videos garnered 36,054 views per year, a substantial increase from the previous 1,200 views annually.

• Average View Time Soared to 80%+: An impressive jump from a mere 5% of each video segment.

• External Thought Leaders Engaged: Industry leaders started requesting to join as guests, adding credibility and expanding the show's reach.

This transformation increased viewership and engagement while positioning the show as a sought-after platform for industry influencers. The strategic changes made a significant impact, turning a struggling video show into a thriving and influential content hub.