Hey, Happy Friday.
Last week, I saw this line that stuck in my head: "For example, is the most powerful phrase in marketing."
I can't remember where I read it, probably a LinkedIn post or someone's Substack while I was half-awake after my daughter's bedtime routine. But it stuck with me.
The past few weeks I wrote a lot about strategy and frameworks but today's issue is all about examples (and maybe one little framework. Can't help it). If you're trying to launch a YouTube channel that builds audience and converts, you need an own-able format.
Here's how I think about it.
Which YouTube formats work for B2B brands?
YouTube is a huge opportunity for B2B brands. It delivers discoverability, engagement, and action, all in one place.
Most marketers know that. They've done the research. They've got a strategy, audience persona, and content pillars. But when it comes time to hit publish...the videos fall flat.
The problem isn't the strategy. It's the execution.
To win on YouTube, you need to study what's already working. You need to understand the formats viewers seek out, and build one that's repeatable, valuable, and distinctly yours.
From what I've seen, the best formats map directly to clear business objectives.
Bottom of funnel: which videos drive product usage?
Objective: Help customers succeed and convince buyers to try
Format: Product Tutorial (use-case based)
Why it Works: These videos show your product solving real problems. Clear, visual, and outcome-based. Viewers are likely using the product on one screen and following along on the other.
Examples
- Thomas Frank Explains (Notion) - Build a Task Manager from Scratch
- Daniel Schiffer (Canva) - I tried Using Canva to Make a Commercial
- Figma - How to Use Masks
Note: These video formats will likely build an audience of customers, and support decision makers with the last mile.
Middle of funnel: which videos capture demand?
Objective: Attract a qualified audience and drive lead conversions
Format: Educational Explainers, Interview Explainers
Why it Works: These videos teach something valuable and position your brand as the expert. They're designed to earn trust and solve problems, right when your audience is actively looking for answers. Done well, they can rank in search and get picked up by the browse and suggested algorithm.
Examples
- ahrefs - Keyword Research Tutorial from Start to Finish
- Science of Scaling - Book 30% More Meetings: The Cold Outreach Framework
- Starter Story - I Make $15k/mo with 2 AI Apps
Note: These video formats include the problem, strategy, and practical solution. The topic and keyword will generate views organically over time. The host, packaging, and angles will attract an audience every week.
Top of funnel: which videos build an audience?
Objective: Reach new viewers and turn them into loyal subscribers
Format: Story-Led Explainers, Interview Shows
Why it Works: These videos are built for discovery. They entertain and educate, leading with narrative, curiosity, and insight. The host becomes the hook. Viewers come back for the voice, not just the topic.
Examples
- My First Million - How to Build a $10M Business without Employees
- Colin & Samir - The New Rules of YouTube
- Codie Sanchez - Shipping Containers Are An Amazing Business
Note: These videos won't always drive direct conversion, but they build long-term attention and re-engagement. That audience becomes the fuel for every future video, offer, or campaign.
How do you build your own YouTube format?
Once you've defined your objective, audience, and channel strategy, it's time to build the series.
Here's a quick checklist our marketers and producers use to create repeatable, ownable formats:
- Objective: What's the goal of this series?
- Audience: Who are we making this for, and what do they care about?
- Format Type: Interview, explainer, tutorial?
- Logline: What's the one sentence pitch for the series?
- Title: Can we write the first 10 video titles right now? Do we have ideas?
- Visual Format: What's the tone, pacing, and visual style?
- Angle: What questions, challenges, or hooks anchor each video?
- Story Structure: What's the hook, context, reveal, and conclusion?
- Thumbnail: What's the visual ID of the channel / series
- CTAs: What's the action we want the viewers to take?
Success on YouTube comes in pre-production. Don't just record a video and throw it up there hoping people will watch it. Craft something for your audience.
Study what works for other channels. Borrow smart ideas. Make it your own.
Until next time ✌️
Kyle