YouTube Isn’t Social, It’s Search: Build A Channel That Wins Like JD Sports’ (With 0-500k Subscriber Credentials)

Episode notes

YouTube has been around for nearly two decades. So, why are most brands still so bad at it? For this chat, Paul & Verity sit down with Chloe McCullough (YouTube Lead @ JD Sports & consultant to brands like SheerLuxe) to ask what building a real brand channel looks like. From scrapping paid media to focusing on organic reach, from creator-first strategies to serialized formats that cut through; Chloe’s taken JD from a confused content mix to a media powerhouse. In this episode, LIVE from the Brand Advocacy Summit: London, she lays out exactly how she did it. What you'll learn: Why YouTube Isn’t A Social Channel - And how brands should treat it instead. Chloe explains how its long-form depth, search behaviours, and retention-led success mean it plays by totally different rules. How JD Built Hit Series, Like ‘The Masked Rapper’, That Scaled Reach & Community - Replicating TV-style content can create cost-effective, bingeable formats that grow your channel. Why Most YouTube Strategies Fail - Hint: they’re borrowed from TikTok. Hear what marketers get wrong when they treat Shorts like other short-form, and ignore long-form fundamentals.

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