Why Your Brand's YouTube Channel Is Failing (And How to Fix It)

Most outdoor brands have a YouTube problem. They're just not talking about it. Jeff Pelletier is a filmmaker, trail running creator, and one of the most thoughtful students of YouTube strategy and in the outdoor space. In this episode he breaks down why most brand channels are underperforming and what to actually do about it. We cover the difference between consistency and familiarity, why athlete-led channels outperform brand channels, the Marvel cinematic universe framework for building an audience around characters, and how YouTube's new collaboration feature changes the game for brand-creator partnerships. If you work at a brand, or if you're a creator who wants to bring more value to the brands that back you, this episode is required listening. Show Notes: Popfly for Brands: https://www.popfly.com?growsurf_campaign=jpeg2o&grsf=x4d7gg Popfly for Creators: https://www.popfly.com/creators?growsurf_campaign=wovvt7&grsf=3jh7ss Jeff Pelletier on YouTube: https://www.youtube.com/@JeffPelletier Why Most Brands Fail On YouTube: https://open.substack.com/pub/jeffpelletier/p/why-most-brands-fail-on-youtube Super Rider Facebook: https://www.facebook.com/SuperRiderTV Darren Rayner / Magnafire: https://www.magnafiremedia.com/ Floris Gierman on Second Nature: https://youtu.be/mjMJ7lcEIGg Path Projects: https://pathprojects.com/ Outdoor Media Summit - Brand Preso: https://youtu.be/b0w462ncEEY?si=ORi2F8yGv4Rdtcos&t=774 Coros on YouTube: https://www.youtube.com/@COROSGlobal Park Tool's Sign-Off: https://www.youtube.com/watch?v=60mjoZ0XeVA Rickey Gates: https://www.rickeygates.com/ Huckberry - Dirt: https://www.youtube.com/watch?v=iXbHTtsCd_E&list=PLjHRKTS-Q5-CeCo66kFGivBMF8qB8orPh Huckberry Homes: https://www.youtube.com/playlist?list=PLjHRKTS-Q5-DBIKtFTzXdHr355duxbl7J Cody Townsend - The Fifty Project: https://www.youtube.com/playlist?list=PLSj-6RsDycxnKiIFFm0BFYoLLV5Np3K49 BPC - Brand, Product, Content: Hover Air ProMax: https://geni.us/OEkhLgI Jeff's Hover Air video: https://www.youtube.com/watch?v=0evC16wzaDE DJI Osmo Pocket 3: https://amzn.to/41XGNEo Join us on LinkedIn: https://www.linkedin.com/company/second-nature-media Meet us on Slack: https://www.launchpass.com/second-nature Follow us on Instagram: https://www.instagram.com/secondnature.media Subscribe to our newsletter: https://www.secondnature.media Subscribe to the YouTube channel: https://www.youtube.com/@secondnaturemedia