PROBLEM

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In 2022, BibleProject’s YouTube was declining. We identified two reasons: we weren’t publishing enough content and we weren’t optimizing our content.

SOLUTION

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For 2023, created a new content strategy and went from 4 videos to 12 videos published in a year — and more targeted content. Then, we started to A/B test our thumbnails, titles, and descriptions. The results: we reversed the trend.

On top of leading the content strategy, I also implemented our creative operations to move from a just-in-time delivery to a 6-8 week padding. My role was leading the planning of all media, scoping the work, resource allocation for all videos, creating the budgets, and creative operations.

BibleProject.com/videos