What does a successful channel look like?
SaaS tools struggle to create content that connects with their audience so it's very refreshing to see someone that nails it.
I'm going to break down Learn with Shopify's channel to see what they are doing well. I even used their script structure as a template for educational content videos.
1. Visuals on point
- Thumbnails are very recognizable from one another
- Expressive yet warm faces
- Not overly branded, which is often a giveaway for a business channel.
2. Broad topics
- Titles are on point, SEO optimized
- Cover broad topics to attract a broader audience
- Channel name helps with searchability.
Together with the thumbnails, this makes a very strong package, something that will make or break a video.
3. Production value
- Scripting is structured, clear and fun.
The intro of the video delivers on the expectation of the title and thumbnail.
- The studio setup is so clean
- Editing is not overwhelming and flows well with lots of visual aids
4. Face of the business
It's always tough to have an employee be the face of your content, Shopify nails it by
- Having multiple people
- Branding on point
- Likeable subjects
Instead of having the subject be the center of the videos, it's the format and style of videos that does that. Meaning that when they see this style of video popping up, people expect a quality video.
The channel is there to do one thing, educate and provide massive value to their audience. And they have done that perfectly.
They do put a lot of resources into this to make it look so good, for Shopify is only a drop in their bucket, yet everything comes together so well.
So if you have limited resources and you want to provide as much value as possible spend them on the following:
1. Editor
2. Scriptwriter
3. Thumbnail Designer
4. Research
5. Channel manager
6. Videographer/studio
7. ...
