How long did it take to grow the channel to 1000 subscribers?
It took us 2 years to get to 1,000 subscribers (between 2013 and 2015)—but we weren't doing any sort of active engagement at that point. Marketers would seek out our content on YouTube simply because they knew Unbounce as the leading platform for landing pages and we had a reputation for strong content marketing.
What gear do you use?
We have a set of professional gear at the office studio but in 2020 we also put together a remote video production kit + guidelines for anyone to record from home. Office studio: Canon R, using mostly 24-70mm f2.8 RF and Sigma 50mm f1.4, Sennheiser EW G4 lav mic, Ikan LED panels. Home kit: Large Neewer ring light with phone mount, Rode Link lav mic (people use their phones to record in 4K, as well as the Filmic Pro app). The multimedia team uses Premiere Pro to edit and After Effects for motion graphics. We’ve also empowered people to edit themselves using iMovie!
Where do you get inspired to create new content?
We have these big creative brainstorming sessions with the team at Unbounce (using Miro and Zoom) and those often lead to a whole bunch of new ideas for videos. I like to see what other tech companies are currently doing, so I’ll look at the YouTube channels of Mailchimp, Squarespace, ZenDesk, etc. I also get ideas from Netflix and Instagram all the time.
What was your biggest lesson learned from creating videos?
Video creation can be intimidating (expensive, and time-consuming). My biggest learning has been recognizing different tiers of video production and embracing processes that make sense for each. Not every video is going to be a shiny, 6-month production. Many of them can be done in a matter of days, and they can still be entertaining and educational. The more we can create, the more we learn for future projects.
$1K–$5K will go a long way to invest in some sturdy equipment that you can use for years. To start, you can even shoot and edit with your phone. Simply research tips on lighting and audio first. Finally, unlimited subscription services like Envato Elements help a lot (just $16.50 USD/month for unlimited stock video, video templates, music, sound effects, and more).