Mention the app softly mid-video, and tell user transformation stories

Ethan EthierYeah, that's a great question. And it's definitely what you mentioned. There is a big spike when we do release a video in terms of we'll see a bunch of new trials come in. But what we've noticed is since we track pretty much every click coming from YouTube, both on the video and also in our description link, you can actually tell what types of videos lead to a higher trial conversion.

Ethan EthierSo for example, if it's more of a educational broad type of content where maybe we're sharing a specific diet or a workout program, a program that reaches a higher audience, larger audience, then that might not necessarily get the same amount of trial activations as to a video that where maybe we're telling a story about someone who started on the app, this is how they transform their body. So when we create content nowadays, we're really also thinking about how can we tell a story that seamlessly ties into the product pitch again.

David Barnard… For me, again, because I'm kind of a health and fitness nerd and have watched his videos before, and I think I'm now subscribed even, his videos are popping up in my feed pretty regularly. Do some of those older videos that perform really well, does it kind of provide a solid base of subscription revenue and installs or is it pretty spiky with the release of a video really you see it big time and then it just resets to a much smaller baseline?

Ethan EthierYeah, so for us it's been pretty baseline. We'll see the spikes when the video comes out, but throughout that, we've built a pretty solid bank of videos where we have a consistent number of trials coming in every single month. And I think with long-form content, that's more or less the way things go where people are searching things up using YouTube as their own SEO, and eventually these older videos are still getting traffic to this day.

David BarnardAs a YouTuber, I'm curious whether Jeremy leans on other YouTubers in the space or other influencers. I imagine he's got friends and probably goes to some of the YouTube events and things like that. Do y'all lean on other influencers as well or is it just the Built with Science channel?

David BarnardAnd then you were talking too about audience trust and audience engagement and things like that, where you want to create a video just because you think it's a great video. Do you sometimes even leave off, you launch videos that don't even mention the app or how do you process all of that balancing the app business with the YouTube business?

Ethan EthierI think for us, it still comes down to just focusing on our core and where we got started. So that's just the content itself and making sure that it's educational. We don't want to sound like a sales pitch on every video, and much of it is we're creating this piece of content and okay, maybe at this point in the middle of the video, there's a smooth transition, not a hard pitch, a smooth transition. So for most of the time, it's very soft CTAs throughout the video, but we never really fully pitch a video unless it's maybe something on Instagram, like an Instagram short or something.

David BarnardSo then what percentage of his main videos that go out, like the full YouTube video, have a mention, all of them or is it still a percent?