YouTube Channel Build and Scale Case Study
Built the Somatic Breathwork YouTube channel from scratch and managed the platform end to end during its initial growth phase, scaling to 1.1 million subscribers at peak and over 600 million total views across Shorts and long form.
Scope of Responsibility
From day one, I owned the YouTube channel in its entirety.
This included content ideation from raw footage, long form and short form editing, thumbnail design, SEO driven titles and descriptions, channel management and moderation, analytics tracking and KPI reporting, and ongoing performance insights for the team.
I owned
- Content ideation from raw footage
- Long form and short form editing
- Thumbnail design
- SEO driven titles and descriptions
- Channel management and moderation
- Analytics tracking and KPI reporting
- Ongoing performance insights
On site production
- Regular travel to Austin, Texas for trainings and events
- On site filming at breathwork trainings and events
- Footage foundation for future long form videos and high performing Shorts
- Support for select in person events in Phoenix
Selected Top Performers
5 MIN Guided Somatic Release Breathwork Meditation
Why It Worked
High intent query paired with a short, clear promise.
WHAT is SOMATIC BREATHWORK?
Why It Worked
Category defining explainer that captures beginners.
SIMPLE Somatic Exercises Behind Breathwork
Why It Worked
Simple framing lowers resistance and promises action.
Why BREATHWORK? HEALING Your Soma with BREATH
Why It Worked
Clear benefit framing for skeptical audiences.
10 MIN Guided Somatic Breathwork Morning Meditation
Why It Worked
Morning routine positioning with a tight time box.
Channel Objectives
Primary objective during 2022 to 2024 was awareness and category visibility.
Secondary objectives included education around somatic breathwork and funnel entry via calls to action for programs and offerings. YouTube functioned as the top of the funnel first, with education and lead generation layered in gradually.
Constraints You Don’t See From the Outside
A major challenge involved balancing authentic expression with participant privacy. Not every moment belonged on YouTube.
Content decisions required judgment around what to show publicly, what to keep private, and how to respect the integrity of the experience while still creating compelling media.
How I Work (What Transfers)
This project required high volume output, fast iteration, comfort operating without templates or precedent, and independent decision making.
Shorts were new at the time and there was no established playbook. Growth came from observing audience behavior in real time and adjusting quickly.
Growth and Reach
During this period the channel scaled rapidly to 1.1 million subscribers at peak and over 600 million total views across Shorts and long form.
Primary growth was driven by Shorts during YouTube’s early rollout of the format. The channel reached 100,000 subscribers within its first year and crossed one million subscribers within two years.
What Drove Growth
The strongest growth came from expression based content capturing real, unscripted emotional expression during sessions.
These clips functioned as pattern disruptors in feed and were frequently shared, commented on, and replayed. It worked because it stopped the scroll immediately, required no prior understanding of breathwork, and communicated the experience visually rather than conceptually.