Jan. 23, 2025

This paid piece is sponsored by MarketBeat.

YouTube is the second-largest search engine in the world, hosting an endless variety of content — from breaking news and music videos to in-depth tutorials and more. With billions of users searching and watching daily, it’s no surprise that businesses see YouTube as a critical platform for reaching their audiences, and it’s something MarketBeat is experiencing firsthand.

MarketBeat’s early days on YouTube

In 2022, MarketBeat began to pursue growing a YouTube channel when digital marketing strategist Laycee Kluin introduced interviews with MarketBeat analysts Thomas Hughes and Chris Markoch. These expert-driven discussions added depth and authority to the channel, laying the groundwork for a more dynamic content strategy to come.

“Like most YouTube channels, those first few videos were a learning curve, far from perfect, but a starting point for what the channel would eventually become. It showed us the potential of creating content and getting our brand out on YouTube,” Kluin said.

In May 2023, the channel reached a significant milestone: acceptance into the YouTube Partner Program. This achievement, which required meeting stringent eligibility criteria such as significant watch-time hours, allowed MarketBeat to monetize its videos through ads.

Fast-forward to today and that same channel has transformed into a critical pillar of MarketBeat’s digital strategy, boasting over 6.5 million views, almost 145,000 subscribers and a Silver Creator Award from YouTube.

Professionalizing the process

Since starting the channel, MarketBeat has made significant investments in production quality. What started as filming in a closet with a cloth green screen evolved into recording sessions in a purpose-built studio within MarketBeat’s new office. The upgrades signaled a shift in how the company viewed its YouTube presence — not as an afterthought but as a strategic asset.

“Our goal is to create content that our audience can truly connect with,” MarketBeat YouTube host Bridget Bennett said. Bennett joined the team in June 2024, bringing expertise in interviewing, storytelling, video editing and production to MarketBeat, helping to elevate the channel further.

“In a media landscape with endless options competing for attention and views, it is so exciting to see our efforts resonating with a larger global audience of investors who are eager for the content we are creating,” Bennett said.

Standout content such as CEO interviews and in-depth analysis of trending stocks plays a key role in this growth. Each video is carefully crafted to offer actionable insights, reinforcing MarketBeat’s reputation as a trusted resource for investors.

By the fall of 2024, the team ramped up its posting schedule, moving from a few videos a week to daily uploads. This consistency, paired with improved visuals and production value, significantly boosted engagement and strengthened the channel’s influence.

“Our focus has really shifted to provide quality, interesting content for a growing niche audience on YouTube,” Bennett said. “We’ve found a sweet spot in choosing topics our audience wants to learn about and presenting that information in a clear, entertaining and engaging way.”

That strategy has paid off. In the past 90 days, the watch time on the YouTube channel has increased by more than 175 percent, increasing views by almost 50 percent. But more than a valuable branding tool, MarketBeat’s investment in the content is helping generate a growing number of new leads for the company’s core business. That’s the kind of synergy that initially led the Sioux Falls company to the video platform.

“YouTube is an incredibly powerful platform for reaching our audience,” CEO Matt Paulson said. “We’ve always believed in the importance of meeting investors where they are, and YouTube has become a vital part of that strategy.”

Looking ahead

The growth MarketBeat has seen on YouTube is impressive, but it’s just the beginning. The team remains committed to continuous improvement, exploring new content formats, testing out new strategies and finding innovative ways to engage its audience.

“It has been quite a learning curve to adjust to how quickly this platform can change,” Bennett said. “But our goal is to continue to meet the needs of our growing YouTube community of investors that find value in sharing ideas, learning and growing in their investing goals together. That focus on providing value to our audience is continuing to fuel MarketBeat’s future growth on YouTube.”