Why Your Brand's YouTube Channel Is Failing (And How To Fix It)
Lessons from years of content creation inside and outside of brands...
Starting Line
We are excited to bring back Jeff Pelletier to the podcast! This time, instead of digging into his backstory (that episode is here), we decided to create a tactical and strategic playbook for brands - and creators - to use for content creation. This was a fun discussion, we hope you find it useful! There is also a link to a powerful brand/content presentation (which has not been published anywhere else) hiding in the podcast and show notes.
Why Your Brand's YouTube Channel Is Failing (And How to Fix It)
Most outdoor brands have a YouTube problem. They're just not talking about it. Jeff Pelletier is a filmmaker, trail running creator, and one of the most thoughtful students of YouTube strategy and in the outdoor space. In this episode he breaks down why most brand channels are underperforming and what to actually do about it. We cover the difference between consistency and familiarity, why athlete-led channels outperform brand channels, the Marvel cinematic universe framework for building an audience around characters, and how YouTube's new collaboration feature changes the game for brand-creator partnerships.
If you work at a brand, or if you're a creator who wants to bring more value to the brands that back you, this episode is required listening.
Follow Through On This Podcast’s Tactics
One of the big themes on the podcast is finding the right talent to help brands create content. If that's something on your to-do list, you need to check out our partner, Popfly. Their platform connects brands with outdoor, travel, and adventure creators — making it easy to set up content briefs, manage campaigns, handle payments, and run affiliate programs, all in one place. One of the biggest friction points for brands and creators has always been just getting connected and getting to work quickly, and Popfly solves that.
Article Of The Week
This is the article from Jeff Pelletier that launched today’s episode, highly recommended!
Show Notes
BPC - Brand, Product, Content
BPC is our closing segment where we share brands we’ve discovered, products we’re using and content we love.
👀 Hover Air ProMax: This floating follow cam has been popping up everywhere lately, and it’s small enough to fit in your running pack!
🎥 Jeff's Hover Air video: Jeff did a complete video about the Hover Air, if you want to get his direct feedback from using it.
🏆 DJI Osmo Pocket 3: If you’re a creator (or a brand wanting to create), this camera is the best possible piece of gear you can use to capture content. There’s a Pocket 4 being launched very soon, too - but either one will get the job done.
Thank You
Stay tuned for next week’s conversation about Brand Storytelling - a perfect follow-up on today’s episode. We’re excited to have Matt Trappe back on the podcast, it’s a good one!
Looking forward to this one!