Maintaining and promoting a medical channel on YouTube

Maintaining Large YouTube Channels

Our agency was contacted by representatives of a kinesitherapy wellness center to promote their YouTube channel. The content covered the topic of medicine, which will always be relevant for users of this platform. We signed an NDA with the client, so we will not disclose the names and the name of the channel.

$1 149,26

advertising budget

5.1 million

views

278139

new subscribers

4 032

new subscribers solely from advertising campaigns

$0,28

average subscription price

Details

GEO

CIS Countries

Target audience

People who suffer from chronic back pain, people with a sedentary lifestyle, people who are active in sports or fitness activities

Nisha

Medicine

The channel focused on stories about the treatment and prevention of diseases of the human musculoskeletal system. How to treat diseases of the back, arms and legs with the help of methods and home workouts from the specialists of the health center. The channel is primarily useful for those who think and care about their health and the health of their loved ones.

Task

The main goal of our cooperation with the client was to increase views and subscribers on the channel, which already had 169,637 subscribers before contacting our agency. We were required to do some work on the channel’s audience, its design, and launch an advertising campaign aimed at promoting videos with recommendations for improving the condition of the entire back, arms, and legs.

Review of analytics prior to the work on the channel (March 1–May 31):

View statistics before start of work
Impression statistics viewing time up to 4Limes
Type of traffic to the people

Work progress

Analyzing the current state of the channel and audience

Cooperation with the client began with an audit of his channel, namely: analyzing the audience, competitors, keywords, content format, playlists, etc. This is an important component in order to start proper promotion of the channel.

Channel re-optimization

We came to the conclusion that it was worth starting with optimizing the old videos on the channel. First, we started changing the existing channel tags, channel description, videos, and playlists. Our specialists prepared completely new texts, using pre-selected keywords in the field of medicine and health improvement. Video optimization is done in order to bring the video to the TOP 10 of YouTube, search engines, as well as to promote it through similar videos.

Updating the channel design

After re-optimizing the existing content, we started to develop a design concept for the channel. Our designers created several variants of the channel header and covers for each playlist so that the client could choose the right one and approve it for further use on the channel.

Optimization and publishing of new content

Optimization and publishing of new content, as well as assistance with the conduct and design of YouTube broadcasts. We understand that with a professional vision of the channel, it is very important to do this systematically. That's why we started publishing one video every week on a certain day and time, when the audience has the opportunity to watch it in the first hours after publication.

Publishing 3 Shorts videos per week

The YouTube Shorts format is promoted completely organically, and like any new product, it has high ranking factors from YouTube itself. By actively releasing such short videos, the client began to attract more and more new subscribers who were interested in watching both new and old content on the channel.

Setting up Discovery format ads

Taking into account our client's channel and the usefulness of the content on the channel for users, we realized that promoting content in the Discovery format was the best idea. This format is great for attracting a new audience to the channel, which will also increase both the number of views and the level of activity under the video: likes, comments, and clicks on links in the description.

Analysis and optimization of advertising campaigns

After all the work we had done earlier, we only had to control the process of promotion through advertising campaigns. At times, we had to adjust old audiences and test brand-new ones with frequent ad optimization.

Reporting and recommendations

We prepared and provided the client with detailed reporting on the results of the work performed, including data on subscriber growth, channel activity and the effectiveness of advertising campaigns. Recommendations were also given for further channel growth.

Results of work on a medical YouTube channel

Key results

$1 149,26

advertising budget

5.1 million

views

278139

new subscribers

4 032

new subscribers solely from advertising campaigns

$0,28

average subscription price

Working on the channel and promoting its content for 3 months, we were able to increase the traffic flow to the channel by 2 times. At the same time, most of the traffic came from recommendations and sections for watching videos.

We attracted 4,032 new subscribers just by running advertising campaigns, which allowed us to achieve an excellent average price per subscription – 7.6 UAH / 0.28 USD. In total, during the period of cooperation, we spent 30,658.84 UAH / 1,149.26 USD, and the number of subscribers at the end of our team’s work amounted to 278,139 people.

During the tests, we identified the best campaigns and continued to advertise them, and thus, some campaigns gave subscribers at the price of 5.4-5.7 UAH / 0.20-0.21 USD.

The main task of the advertising campaigns was to “skip” the video in the first 48 hours after the video was posted. This is necessary for a faster start of gaining organic reach on the video.

Overview of the advertising account:

Overview of the advertising office

Overview of channel analytics:

Post-promotion view statistics
Post-promotion view time and display statistics
Types of traffic sources after 4Limes
Detailed overview of traffic sources

Conclusions

The quality of the content played a huge role, especially the emphasis on the Shorts format. In addition, high-quality content can bring in new subscribers and increase channel activity only if it is properly optimized. Also, don’t forget that the result of video promotion directly depends on the correctness of advertising settings, which our specialists have successfully managed.

We got a lot of organic views and clicks to the channel. As a result, we were able to fulfill the main condition – to increase the number of subscribers and views.

Interested in promoting your YouTube channel? If you need to promote your YouTube channel, don’t hesitate to contact 4Limes. Leave a request and our specialist will contact you as soon as possible and provide all the necessary advice.

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