Bravo and WWE on USA YouTube Channels

Developing a content strategy for YouTube is more than simply publishing whatever content you have available.

The YouTube platform has specific features, nuances, and requirements that demand a tailored approach.

As the YouTube strategy lead for the Cable/Entertainment group at NBCU, I oversaw the department’s flagship Bravo channel and launched a new WWE channel under the USA Network umbrella.

I comprehensively overhauled the YouTube content strategy by developing mash-ups, highlight clips, and originals based on search and other data driven insights.

The team also introduced a rigorous A/B testing framework to help optimize thumbnail and headline choices.

And most importantly, although YouTube is considered a marketing channel, we understood that promotional content wasn’t always the key to success….it was authentic, editorial content that got fans excited.

Highlights

• Grew Bravo and WWE on USA channels to over 25 million monthly streams
• Optimized channels for revenue, growing them into a multi-million dollar businesses
• Installed A/B testing and data-driven insights framework to inform content creation and publishing