Headspace’s YouTube Strategy

The majority of brands look to crack the Instagram and TikTok code. But not the Youtube code.

Meanwhile. The brands that crack the Youtube code build 8-9 figures companies. And build a community of raving fans.

Just look at these numbers:

One brand that has been focused on growing on YouTube is Headspace. Their YouTube was launched in 2017. And became one of its largest growth levers.

Headspace is intentional about what content to put on Youtube vs. other platforms, offering freemium content to create awareness around the solution, the brand, and ultimately drive traffic to the sign-up page.

So, we studied Headspace’s YouTube content strategy to offer you a framework if you are thinking about spinning up a YouTube channel for your brand.

Satisfy Search Intent

YouTube uses a similar search engine algorithm as Google to show users the video that best matches their search queries or their interests.

So, just like Google matches the search intent and uses all of YouTube’s video properties to optimize for SEO.

To make sure their video shows up, Headspace makes sure the video title, description, and metadata include the search terms their audience would use when searching.

Reposition Content to Break Into New Audience Segments

Headspace adopted a strategy where they reposition the content to break into different audience segments.

How many different ways can you talk about meditation?

This is Headspace’s formula:

How can Headspace help [insert someone] who [insert situation]

Each video targets a specific issue and unlocks a new cohort of people by positioning the problem and solution toward their unique needs.

To Keep the Audience Engaged - Be “Corden” Not “Colberts”

The key is continuously reinventing your channel and bringing fresh angles and formats.

Which is exactly what Headspace does with its content library:

Jon Youshaei summed up the strategy as - Be “Corden” Not “Colberts”

Why? Corden is more successful on Youtube because he has a variety channel, with different series that attract a bigger audience, who will watch one video after another.

More formats → More hooks → More watch time → More Fans

Which looks like this:

Key Takeaways

• Create content your content is searching for on YouTube. Optimize it like SEO.
• Use different angles to repackage content to break into new segments.
• As you grow your channel, experiment with different formats to keep the audience engaged and sustain your growth.