🔍 How Headspace Built A YouTube Acquisition Engine

Hey hey. As many of you know, I'm training for the Crossfit Games as I build Marketing Examined. And this week I'm hitting the Rogue Invitational. If you're going, let's meet up.

Also, here's the link to our pod's first episode. It's unlisted on YouTube and goes live next week. Let me know how you like it.

I’m already scoping out which brands have the best deals for Cyber Monday.

If they’re prepared, those sites should retarget my inbox when it comes time for me to splurge on one of the fifteen overpriced pairs of sweatpants I’ve been considering

If you want to make the most of the online traffic you’re getting, you need Smart Recognition.

It helps you capture the email addresses of anonymous visitors to your site, like me, and seal the deal.

10x your lead capture rate. Reduce your CPL. And get anonymous shoppers to buy.

Smart Recognition dropped a free step-by-step guide for Black Friday / Cyber Monday marketing.

Grab your copy here.

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.

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 match the search intent and use 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.

Above all else, his north star is continuously increasing top-line sales without decreasing the contribution margin.

To manage his costs, he outsources his entire staffing needs. It’s agency across the board and he’s the only employee. 

The philosophy: hire experts only for 5 hrs per week vs someone average for 20 hrs per week. This allows him to focus solely on chasing down the mission, and not managing.

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 helps [insert someone] who [insert situation]

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

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:

• Create content that matches the search intent and the different use cases for your product

• Use all the properties YouTube allows for SEO purposes

• 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.

You probably know that UGC video ads are high converters because they are full of social proof.

But get this: The #1 pain point for eComm brands is having the manpower to find, communicate, and manage collaborations with UGC creators.

Enter Insense.

1,500+ DTC brands and growth agencies, like Obvi, GoPure, and Ivy Beauty, use Insense to:

• Find creators in minutes; UGC creators and micro-influencers apply directly to your campaigns

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• Quickly and seamlessly brief creators thanks to the brief templates

And if you launch your campaigns now, you can get content within 2 weeks.

Book a free strategy call before Nov 10 and get $200 for your first UGC campaign.

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• How influencers helped Riot Games turn Valorant into a Gen Z hit

• Mr Beast reached 200million on Youtube

Enjoy the weekend!

Much love,

Alex G