optimizing YouTube performance for serious social engagement
YouTube strategy and optimization
Content style and tone
Global investment management firm VanEck has made a name for themselves, especially when it comes to managing ETFs and mutual funds. But when it came to making that name resonate across social media, their brand needed a boost for greater visibility and engagement with online audiences. That’s when they enlisted Summer Friday.
We began by focusing on a critical channel — YouTube — and assessing the competitive landscape, especially considering the way other investment management firms interacted with their online audiences. Our findings informed recommendations in the channel, including branding elements, engagement tactics, content style and tone, and performance KPIs.
We also evaluated VanEck’s library of 180+ existing YouTube videos. Together, these recommendations identified opportunities to organize and optimize their YouTube channel, deploying SEO best practices, content strategy and data insights — all to help the VanEck brand work harder and smarter.