Some really interesting insights Chris. I've loved watching the pivot you've made on YouTube for the New Statesman.
At Which? we went the opposite direction initially. YouTube was the only channel we were making horizontal video for and (after a fairly successful early peak) it had been performing gradually less well for some time so we opted to go for Shorts only and align with all our other social outputs. However, more recently the team has been coming round to the idea that full length podcast videos may be the way to go and the experimentation has started. It'll be interesting to see if it gets the same results as you.
Thanks Angus, yes that seems to be a journey that several have gone on. I would expect that Which? could drive a lot of interest on YT for your podcast content, would love to hear how you get on!
Some really interesting insights Chris. I've loved watching the pivot you've made on YouTube for the New Statesman.
At Which? we went the opposite direction initially. YouTube was the only channel we were making horizontal video for and (after a fairly successful early peak) it had been performing gradually less well for some time so we opted to go for Shorts only and align with all our other social outputs. However, more recently the team has been coming round to the idea that full length podcast videos may be the way to go and the experimentation has started. It'll be interesting to see if it gets the same results as you.
Thanks Angus, yes that seems to be a journey that several have gone on. I would expect that Which? could drive a lot of interest on YT for your podcast content, would love to hear how you get on!