# Channel SOP — YouTube / long-form video

**Use when:** the ICP searches for explanations, comparisons, demonstrations, reviews, or transformations that need depth, and the founder can sustain quality.

**Avoid when:** there is no clear viewer intent, the topic can be answered better in 20 seconds, or production prevents publishing/learning.

## Format

1. Choose one viewer question with evidence from search, sales, support, or communities.
2. Title/thumbnail make one honest promise; do not create a curiosity gap the content cannot pay off.
3. First 30 seconds: confirm the viewer, problem, outcome, and why this version is credible.
4. Deliver the answer early, then evidence, steps, examples, tradeoffs, and limitations.
5. One next action matched to intent. Add chapters and useful description links where appropriate.

## Cadence

- Start with 3 videos around one problem cluster, not unrelated topics.
- Reuse each video into native short clips, a written summary, and sales/support assets only when the excerpt stands alone.
- Improve the next video from audience retention, comments, and conversion—not production polish alone.

## Measure

Primary: qualified site actions, subscribers who return, conversations, activation/payment. Diagnose click-through from impression, early retention, average view duration, search terms, and end-screen/description action.

High clicks + early abandonment means promise/content mismatch. Low clicks + strong retention means packaging needs work. Good watch time + no business action means improve offer transition or accept awareness as a longer-term role.