How we gave this Tiktok Creator an entirely new audience and engagement through Youtube in 4 months.

Jun 5, 2024

The problem statement Nico gave us:

Nico Rojas, is a creator making content around branding & marketing. He had 75k Instagram followers and 300k+ Tiktok followers. His main platform was Tiktok.

His main problem was the classic, creator fatigue.

He was suffering from not being able to match the speed of his ideas and execution.
Script + Shoot + Edit + Schedule is an incredible amount of work for a single person.

His content was top-tier, but the lack of consistency was affecting his growth. He observed an aggressive drop in engagement after 6 months of success. We identified it to be a ghost-ban.

Hiring freelance editors was his first route, but that added another headache to the already
haywire workflow. Too much handholding, for sub-par outcome.

And that's when we got connected with him.

Our findings from our initial research phase:

We started identifying what was broken in the system, turns out - multiple things.

He was at a stage where he was self-aware enough to know his content is pure gold, but he is just
winging the entire content game, relying on 'chance' as a factor. There was no such system in place, to begin with.

He did not have
- a consistent brand language that makes him unique
- a strategy beyond his content
- intentional diversification across platforms, he was just doing it for the sake of it
- any meaningful youtube presence

We immediately felt, youtube is a great platform for him to take seriously, as explainers and hot-takes about brands, really engage well with that audience.

We started getting to work.

Our Process:

We started with the basics:

We made a customised visual brand for him, a kind which is adaptable to different content
buckets (show & tell, explainers and brand deals)
We made an upload schedule
We allotted 1:1 weekly calls with him

First week, we pilot tested with the new branding, and his engagement rate shot up to 2x. Consider that as beginner's luck as he was being consistent after a long time, but this was enough for us to give an early proof of concept.

Through our calls, we asked him to show more of his honest side and reveal his day-to-days. That built more trust among his followers, growing his instagram from 75k - 80k in one month.

After reaching 82k his reach plummeted again, but he started getting attention from brands and started landing consistent deals from brands like LinkedIn, Amazon, Adobe, Alibaba and more.

Brand POCs were also happy with our videos since there was little to no revision cycles involved, and our ads would usually perform the best (Ad videos would hit 1M+ on tiktok)

Organic content, however, suffered again. And this is exactly when we started doubling down on his youtube.

Our first video on that platform took off immediately. Engagement was flooding and we had people asking for more. It was an easy understanding, in the algorithm flooded with AI slop, a human led infotainment just had to work (ofcourse with our packaging)

The snowball effect then started.

His average youtube views were 500-2k on videos, subscribers at 560, and channel views were <1000 before we started. After the first hit of 20k views on a video, every other video after that was reaching 30-50k every single time.

We kept the consistency going and in about 4 month's time his videos are now hitting anywhere around 50k to 1M~ views. Channel views has shot up to ~3M and subscribers at ~8k in just 4 months. We are now experimenting long form with him due to public demand.

This in turn led to inbound views on other platforms as-well.

Let's just say our vision worked out in our favour, and Nico is now at a steady growth savouring consistent fame and landing high-value brand deals.

Nico has now forgotten how to use an editing tool and has found his own thought partners, helping him focus only on the ideation (also read: fun) part.