Scaling the top brands with YouTube.
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Venice, CA, US
Snowball reposted this
Brands: “We make great content!” But then: 1. They have to buy views with ads. 2. They get <30 seconds of watch time. 3. It's crickets in the comments + no audience engagement. This is BAD content. After scaling media empires over a decade, I noticed all GREAT content follows the same pattern: “High-friction actions”. If your content isn’t focused on this, you are just making noise and wasting budget. Here’s how to know if your content is bad (and how to fix it):
Snowball reposted this
YOUTUBE IS THE HUNGER GAMES OF ATTENTION Twenty million new videos are uploaded every day. They compete against 4.2 billion already on the platform. Whatever survives earns the most valuable attention in media. BUT…Most brands only reach people on YouTube by buying ads. There are two other ways to show up: through creators and through your own channel. Very few brands are USING ALL THREE TOGETHER. Running paid media + creators + owned as ONE SYSTEM requires a different kind of expertise. It’s not how most brands or agencies are structured today. A recent Pixability survey found that 57% of media agencies believe YouTube ad campaigns should align with creator campaigns. ONLY 28% actually deliver that coordination. Why? Media agencies optimize for media. Influencer agencies optimize for creators. Brand teams manage owned channels. Very few organizations treat YouTube as one connected ecosystem. In my new Forbes story, (link in comments) I spoke with experts who understand how the platform should work for brands. Thank you to Matt Gielen, YouTube strategist & entrepreneur Ryan Hashemi, Founder/CEO Snowball and Chris M. Williams , Founder/CEO of pocket.watch. Williams who has built a franchise engine on YouTube with more than 1 trillion lifetime views put it best when he called YouTube “the Hunger Games of attention.” “If a star, character or IP comes through that ecosystem and comes out the other side with MILLIONS OF FANS who love them, that’s not gaming the algorithm. That’s MAGIC. The brands that build a true YouTube strategy now will own a position on the fastest-growing platform in media while everyone else is still just buying ads.
Snowball reposted this
🚨 $5,000 bounty available - just leave a comment! 🚨 Tag the greatest creative recruiter you know👇 here. Literally.. that's it. A year ago, we were looking for our first recruiter.. and Mike Martin simply tagged Dru Déchard on my post. We thought she was incredible and hired her immediately. Mike got $5,000 for leaving a 5-second comment. Dru ended up becoming our Head of Talent & Culture. Now it's YOUR turn. Help us grow! We're expanding our talent team. Looking for our next Creative Recruiter. 👉 Who do you know that has deep experience hiring Video Producers & Video Editors... world-class storytellers? 👈 MASSIVE PLUS if they themselves a have production / film-school background. $110k - $130k comp. Tag the best, and $5k is yours if we hire as a result!
Snowball reposted this
Marketers were lied to about storytelling for 50 years. They thought it was about the hero, but: It’s not. And it never has been. After building Jubilee Media to 14M subs on YouTube, here's how the greatest stories are REALLY told (so you can grow your brand 10x organically):
We made an HR company go 'viral' on YouTube earlier this year. 1.8M views so far from one video. This, for a software company in the "world's most boring industry". $0 spent on ads to get views - 100% organic.. by making content people actually want to watch & engage with. 1,000s of new subscribers to the brand and it's just begun. While competitors post boring product demos to empty rooms, Nectar is out to become a household name among HR professionals within a year. This is brand expansion & awareness that makes the rest of the marketing funnel more effective. We're just getting started... Shoutout to the Nectar team 🫶 This is how you play the long game, the right way!
Proton just got more subscribers in 5 months than most YouTubers get in 5 years. 85.4K subscribers. 2.8M+ views. 5.4K+ comments. After just launching their YouTube channel 5 months ago. Proton is a $1B privacy-tech SaaS brand. Their approach to YouTube is not obvious. That's our team's favorite kind of challenge. They just knew they wanted to go beyond product demos and dry feature updates that most brands do. So we got to work: • Hired and trained top notch creatives for them • Led the target-audience behavioral research • Drove ideation & content strategy • Ensure strong execution Now they're growing an engaged audience that will continue to compound. Bringing their mission to life. 𝗔𝘀 𝗮𝗹𝘄𝗮𝘆𝘀: $0 spent on ads or boosting viewership. 100% organic. Evergreen content will get millions more views for years. One of the most cost-efficient investments they could make when looking at total time spent with the brand. If you still think it "wouldn't work" for your brand to build a meaningful audience on YouTube, you’re missing the biggest opportunity & shift in marketing right now. Long-form organic storytelling (done well) earns more engaged attention than ads ever could. Shout out to Oliver Lo (CMO @ Proton). True innovator. and.. the incredibly talented Snowball team as always!
MrBeast tried to poach half my team. 100's of channels copied us. Netflix came calling for guidance. If you care about business, this one's for you. Before starting my agency, Snowball, I grew the creative business for Jubilee Here's how Jubilee makes money, how we constantly go viral, and how I built it:
Many brands come to Snowball wanting to chase views and subscribers. Wrong game. If you want to build a real business from content, there's only one metric that matters: time spent with your audience. ⏱️ In under 60 seconds, I break down the 3 reasons YouTube is the most powerful platform to actually drive business—and why half our views come from videos made years ago.
TV is competing with YouTube. And it's losing. Audiences are spending more time watching YouTube on TV than any network or streaming service. It's now the #1 platform on connected TVs. Sports viewership on YouTube alone is growing 30% year over year. The proof keeps stacking up: → YouTube secured its first exclusive NFL broadcast → They are creating free global must-watch moments Traditional TV is bleeding viewers while advertisers chase audiences that have already shifted to YouTube. Most brands are not winning here yet. Through our agency Snowball, we have already helped build content empires for a few. More will follow, because this is where attention compounds. Your competitors will not just be buying ads. They will be building channels, programming shows, and stacking equity on the platform that owns your audience's attention. The media reality check isn't coming. It is here. Premium long-form storytelling now lives on YouTube.