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RFC: Hire a YouTuber #234

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RFC: Hire a YouTuber #234

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Create 2024-08-14-youtuber.md
ivanagas Aug 15, 2024
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differentiate
ivanagas Aug 15, 2024
55fbebb
we shouldn't wait for a community manager
ivanagas Aug 15, 2024
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not a big YouTuber
ivanagas Aug 15, 2024
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# Request for comments: Hire a YouTuber

PostHog is built on content + word of mouth. YouTube has proven to be an effective channel for word of mouth grow, based on the significant number of people mention YouTube (or Theo) on signup, but we don’t have the expertise to do content right there. We differentiate by
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YouTube rewards consistency and iteration. Our subscriber base and watch time continues to grow even though we don’t upload more videos. YouTube doesn’t work if you do it part time. You need to go all-in on video.

I think we have seen some successes, but have been too scattered to really capitalize on them:

- Theo + YouTube mentions shows its promise
- Although YouTube **tutorials** about PostHog don’t seem to work super well, topic-based (like blogs) YouTube videos do.
- Although, anecdotally, my small number of YouTube videos get **more** mention than my blogs or newsletters from people, especially when they are learning PostHog. The complexity of PostHog lends itself to video. It is a great way to teach people how to use it.

Beyond YouTube, what could a YouTuber do:

- Create video social content + changelog like so many people have wanted to.
- Experiment with short form content.
- Collaborate with influencers (we have done this with newsletters and it works well). This would also help with my influencer plan.
- Read out 20,000 names (just kidding… unless…).
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My only concern with this RFC is that we're not clear on the type of content we want this person to create, so Im concerned that they wont be set up for success.

I think to get them started, they can begin converting our newsletter issues to youtube videos. After a few months, they'll hopefully get a good feel for what kind of PostHog content works well and be able to drive it on their own


This does require the **right person**, a proper YouTuber, probably someone who already is one now. I think this is a really cool role for them and PostHog is the right company to attract them. We could talk to the YouTubers we are working with now.
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Do you see this more as a contractor or a full time properly in house person at PostHog, or do you not have an opinion either way?

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@andyvan-ph andyvan-ph Aug 15, 2024 •
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I'd say in-house full-time, personally. If we're going to do it, we should go all in.

I love this idea. We did something similar to kickstart a YouTube channel back when I worked in publishing and it was one of the best things we ever did.

There is always a danger they'd eventually leave if their own YT does well, but there's way more incentives to work at PostHog than there was to work for a UK publisher with no money.

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@andyvan-ph andyvan-ph Aug 15, 2024 •
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Additional thoughts: There's a small chance there could be some overlap here with the Community Manager role, depending on who we hire there. Worth bearing that mind so don't end up doubling up.

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Yes, in-house full time. I feel like contractor requires too much going back and forth with someone. They need to be able to figure out ideas, write them, film them, (maybe) edit, and publish. A full stack YouTuber. Any contractor is only going to have part of those.


**What does great look like?** YouTube grows as a source of signups. YouTuber is publishing multiple videos per week. Videos are consistently hitting 10k+ views, some viral hits. Developing video as expertise at PostHog.

**Why not another (writing) content person?** There is always more newsletters, docs, tutorials, and blogs to do, but I don’t feel it is enough to add another content person (beyond filling in for James).
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Just so I'm clear, you're suggesting we hire this role instead of replacing James, or in addition to?

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I read this as in addition to replacing James

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Yes, in addition to. Based on the amount of content, we want to produce, I think we need someone to replace James.


### Next steps:

- Charles + Andy + James: Yes/No
- Create job post
- Ian reaches out to influencers we already work with
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Flagging Eric Roby, who we've worked previously for the tutorials. He's a software engineer too. Here's his own channel - https://www.youtube.com/@codingwithroby