In 2022, we reached out to a well-known stockbroking firm offering our YouTube expertise. The company had an active YouTube channel.
It posted videos regularly but the channel’s subscriber base had over the years only slowly inched up to about 80,000, much smaller than the huge value the brand possessed and lower than much of their competition.
Our first question to them: “Why are you doing this?”
“Why are we doing what? We got to have a YouTube channel,” they replied.
“No, what do you want to achieve through YouTube?”
It’s a basic, first-principles kind of question we like to ask anyone who we’re engaging with anew.
The answer, as it did in this case, clears everything up. The client’s YouTube goals were as below:
They had attacked the problem with enthusiasm, posting regularly on investing, trading and personal finance topics.
Attract the horde of young traders coming to the market and convert them to our customers.
They would promote the videos, too, using paid spends but the videos would barely see traction turn the promotions off and performance would sink like a stone.
They would pick video ideas using keyword research, and also stuff keywords in their titles and descriptions but to no avail. We pulled our YouTube growth kit and told the broking firm what we tell all our other clients.
We explained what we believe is the cornerstone of YouTube success, which is:
The problem with most companies is that they ignore the above rule, and think of YouTube where you can make videos talking promoting your brand and your products, without thinking about whether they create value for YouTube’s audiences.It’s not about how many videos you make or how much traffic you can drive to your website by inserting links in your description (you won’t)
If you want to talk about trading or investing, go big or go home. Instead of making one- or two-minute videos on the basics, do longer videos that showcase your expertise.
Don't let keyword research be the only factor driving your topic selection: it's like the tail wagging the dog.
And finally, don't just keep talking about yourself. As the saying goes, success in content marketing "is a bit like going on a first date". If you only talk about yourself, there won't be a second one..
Surely, but surely, the channel picked up steam.
The channel’s subscriber growth picked up, doubling in one year and then more than doubling a year later.
Organic traction, too, rose, and even better, the client achieved a goal we had never committed to: videos about the client’s products started to do much better than before, leading to better awareness, interest and desire.
The bottom line: Return on investment on YouTube is a two-way street you create value and then, you get value.
Over the past several years, we have helped many clients achieve their business goals using YouTube.
If you want to do the same, click here to book a free consultation call with our YouTube experts!
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