True crime channel · 1.72M YouTube subscribers Dr Insanity.
Creative direction on a flagship video that reached 18 million views, then a month of clipping on a channel that had never posted a short.
18MLong form views
3MShort form views
1 monthOf clipping
01 · Background
One of YouTube's largest true crime channels.
Dr Insanity is one of YouTube's largest true crime channels, with 1.72 million subscribers. We provided assisting creative direction on a flagship video.
02 · Challenge
A flagship video, and a channel with no shorts.
The channel had never produced short form content before. The long form video needed to be positioned correctly, and the story told in a way that would both earn algorithmic traction and hold audiences through the full runtime.
03 · What we did
Three moves.
01Full creative reviewWe assisted with creative direction on the flagship video, reviewing its structure, pacing and editorial angle.
02A short form strategyWe then ran a short form clipping strategy for the channel for one month.
03First shorts on the channelEvery clip was the channel's first ever short form, so each one was cut to carry the story on its own.
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