Ryan Hashemi, former builder of Jubilee Media and founder of Snowball agency, shares his expertise on YouTube success. He discusses the common pitfalls brands face, like the myth that TikTok fame translates to business success. Hashemi emphasizes the importance of compelling thumbnails and a commitment to long-term content strategies. He also points out that dipping into YouTube without a solid plan can lead to failure, highlighting the necessity of authentic storytelling in the evolving creator economy.
Brands often suffer from platform whiplash by chasing short-term trends instead of investing in a solid long-term content strategy.
Successful audience engagement on YouTube relies heavily on compelling thumbnails and titles, which directly affect click-through rates and retention.
Maintaining effective communication between content creators and upper management is crucial for aligning long-term strategies and preventing disorganization in content production.
Deep dives
The Whiplash of Content Creation
The podcast discusses the confusing landscape of content creation as brands continuously shift between platforms like YouTube, TikTok, and Instagram. Many brands have pursued short-term gains by rapidly jumping to new trends without establishing a solid community or long-term strategy. This perpetual transition creates 'whiplash,' making it difficult for media companies to sustain an audience and meaningful engagement. Ultimately, brands often find themselves returning to YouTube, which rewards consistency and offers reliable pathways for audience growth.
The Importance of Long-Term Strategies
Long-term thinking is essential in the realm of digital media, particularly on platforms like YouTube that favor consistent and strategic content creation. Successful brands prioritize building a loyal audience through meaningful relationships rather than chasing fleeting viral trends. This requires patience and investment of time, as video content's value compounds over time, leading to more significant rewards in the long run. The discussion highlights that without a solid foundation and commitment, companies can easily fall short in their goals.
Jubilee's Unique Approach to Content
Ryan Hashemi, who played a crucial role in building Jubilee Media, emphasized their strategy of focusing on human stories rather than celebrity-led content. This direction attracted millions of viewers and established Jubilee as a pioneering force in creating engaging formats on YouTube. The podcast reveals the challenges they faced as they shifted focus over time from mission-driven content to more sensational formats to increase viewership. As a result, the importance of staying true to brand values while evolving is highlighted.
Measuring Success in Content Creation
The conversation raises critical points regarding how brands measure success on platforms like YouTube, where click-through rates (CTR) and watch time are seen as key performance indicators. Higher CTR indicates that a compelling thumbnail and title can lead to increased engagement and audience retention. Successful strategies should prioritize understanding and developing content that resonates with the audience, as failing to do so often results in wasted resources. Moreover, long-term commitment tends to lead to better results than seeking short-term gains.
Navigating Leadership Challenges in Media
The podcast highlights the gap in understanding between upper management and media producers, often resulting in misguided decisions that disrupt content strategies. Producers and creators should engage with leadership to reinforce the importance of sticking to established content strategies while capturing audience attention. By presenting solid data and insights on audience behavior and platform potential, media professionals can better advocate for focused long-term strategies. Ultimately, effective communication between creators and leadership is vital to avoid the pitfalls of disorganization in content creation.
Ryan Hashemi helped build Jubilee into a YouTube powerhouse. Now, he’s helping brands do the same at Snowball — and what he has to say about platform whiplash, short-form myths, and long-term content strategy is something most execs aren’t ready to hear.
We talk about why TikTok fame doesn’t translate to business, why your thumbnails are killing your content, and why dipping into YouTube never works.
If you're ready to commit, everything you need to know is in here.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
