IVAN ZINOVEV
HomeDiscuss
← All case studies

Expert-led channel · education and mentoring

Reworking an expert-led channel for new viewers.

The long lessons were aimed at viewers who already knew the expert. For a first introduction, we prepared formats built around a specific question, a practical example and a clear explanation of the speaker’s approach.

Industry
Expert products and mentoring
Period / scope
Channel review and preparation of the next video batch

01

The challenge

  • Detailed lessons assumed familiarity with the expert.
  • The opening needed to explain why this particular video was worth watching.
  • Videos needed clear connections from an initial question to a detailed explanation.

02

Key decisions

  1. Different roles for different videos

    Separated introductions to the speaker, explanations of the approach and detailed lessons.

    Viewers can choose a video based on their question and familiarity with the topic.

  2. Packaging before the final script

    Before finalising the script, we chose the viewer question, a practical example and title and thumbnail options.

    The script can then fulfil the packaging promise from the opening seconds onward.

  3. Every entry video leads to one next video

    Each discovery episode was paired with one practical analysis, followed by one complete lesson.

    After an introduction, viewers can find a detailed answer to their next question.

03

What changed

Separated the roles of different videos, reworked the approach to openings and connected titles with the actual discussion. Selected a detailed follow-up for introductory videos.

More on the process and review

How the work is organised

  1. Audience question
  2. Practical example
  3. Title and thumbnail
  4. Opening
  5. Main explanation
  6. Related video

How to assess the result

Format performance is assessed across comparable uploads, taking video age, traffic source, impressions and view count into account.

What to check next

Check whether the opening delivers the title’s promise, where viewers lose interest and which video they watch next.

Working on a similar challenge?

Discuss my project