Growing a Tech Publisher’s YouTube Audience
Grew the channel from ~10K to over 100K subscribers — a 900%+ increase — producing six of its seven most-viewed videos while contributing across editorial, photography and design.
(Client)
Cult of Mac
(Year)
2014 – 2018
(Hero Stat)
900%+ growth
Building a YouTube audience for a global Apple publisher.
Editorial thinking across every platform.
I developed, produced and presented video while contributing across editorial, photography and design.
The situation: When I joined Cult of Mac, YouTube was still a small part of the business despite the publication’s established Apple readership. There was a clear opportunity to grow its video presence and reach audiences in new ways.
My approach: As part of a fully remote international editorial team, I developed YouTube strategy, researched, scripted, presented, filmed and edited every video, then wrote companion articles so each story worked across YouTube and the site. I also created product photography, editorial graphics and weekly digital magazine covers.
Results: The channel grew by more than 900%, from approximately 10K to over 100K subscribers. Average views increased from around 6,300 to 20–30K. I produced six of the channel’s seven most-viewed videos, including all of the top four, and delivered hundreds of Apple news, reviews, tutorials and sponsored-content videos.
Key takeaway: Building a successful media brand takes editorial, design, photography, publishing, audience development and commercial partnerships working together as one consistent experience.
Growing a Tech Publisher’s YouTube Audience
Grew the channel from ~10K to over 100K subscribers — a 900%+ increase — producing six of its seven most-viewed videos while contributing across editorial, photography and design.
(Client)
Cult of Mac
(Year)
2014 – 2018
(Hero Stat)
900%+ growth
Building a YouTube audience for a global Apple publisher.
Editorial thinking across every platform.
I developed, produced and presented video while contributing across editorial, photography and design.
The situation: When I joined Cult of Mac, YouTube was still a small part of the business despite the publication’s established Apple readership. There was a clear opportunity to grow its video presence and reach audiences in new ways.
My approach: As part of a fully remote international editorial team, I developed YouTube strategy, researched, scripted, presented, filmed and edited every video, then wrote companion articles so each story worked across YouTube and the site. I also created product photography, editorial graphics and weekly digital magazine covers.
Results: The channel grew by more than 900%, from approximately 10K to over 100K subscribers. Average views increased from around 6,300 to 20–30K. I produced six of the channel’s seven most-viewed videos, including all of the top four, and delivered hundreds of Apple news, reviews, tutorials and sponsored-content videos.
Key takeaway: Building a successful media brand takes editorial, design, photography, publishing, audience development and commercial partnerships working together as one consistent experience.
Growing a Tech Publisher’s YouTube Audience
Grew the channel from ~10K to over 100K subscribers — a 900%+ increase — producing six of its seven most-viewed videos while contributing across editorial, photography and design.
(Client)
Cult of Mac
(Year)
2014 – 2018
(Hero Stat)
900%+ growth
Building a YouTube audience for a global Apple publisher.
Editorial thinking across every platform.
I developed, produced and presented video while contributing across editorial, photography and design.
The situation: When I joined Cult of Mac, YouTube was still a small part of the business despite the publication’s established Apple readership. There was a clear opportunity to grow its video presence and reach audiences in new ways.
My approach: As part of a fully remote international editorial team, I developed YouTube strategy, researched, scripted, presented, filmed and edited every video, then wrote companion articles so each story worked across YouTube and the site. I also created product photography, editorial graphics and weekly digital magazine covers.
Results: The channel grew by more than 900%, from approximately 10K to over 100K subscribers. Average views increased from around 6,300 to 20–30K. I produced six of the channel’s seven most-viewed videos, including all of the top four, and delivered hundreds of Apple news, reviews, tutorials and sponsored-content videos.
Key takeaway: Building a successful media brand takes editorial, design, photography, publishing, audience development and commercial partnerships working together as one consistent experience.