Orthotropics
This case study is about Orthotropics. A revolutionary dentistry treatment that not only straightens teeth, but enhances facial aesthetics, and improves breathing.
Here's how we took a dying channel and made it go viral.
Youtube: Early Challenges
When we began our collaboration with the orthotropics channel, we faced several significant challenges that were hindering its growth
The orthotropics channel had a subscriber base of 301,000 but was experiencing a concerning decline in viewer engagement. From peaking at 10-30k views per video in the previous year, it had fallen to averaging only 5-10k views. This trend signaled that YouTube’s algorithms might start ignoring it because it looked like a low performer.
Strategic Adjustments
To improve the channel’s performance, we made a significant change:
Video Audit and Removal: We removed about 100 videos that had fewer than 20,000 views, except for the newest ones. This helped lift the average views per video, making the channel more likely to get promoted by YouTube's algorithms and reach a broader audience.
Content Revitalization
After cleaning up the channel's video library, our next step was to create a foundational video that could serve multiple purposes—educate, engage, and act as a conversion tool. Recognizing a significant gap in content, we decided to produce a "Beginner's Guide to Mewing." Mewing, a technique developed by Dr. Mike Mew, had gained widespread attention gaining 1.9 billion views on TikTok under the hashtag #mewing, but lacked an official comprehensive guide on his channel.
Launch and Promotion
The launch of the "Beginner's Guide to Mewing" was strategically timed and executed to maximize impact. Within just a week, the video hit a million views, marking a 179x increase in view percentage compared to previous uploads. This surge was attributed to two key strategies:
- High-Quality Production: We invested in creating a visually appealing and informative video that stood out from the channel’s usual offerings, attracting significant attention.
- Premiere Event: Leveraging the holiday season, we scheduled a premiere for the Christmas special. This involved promoting a captivating thumbnail and a brief trailer across multiple platforms—including X, Facebook, Reddit, Discord, YouTube Shorts, TikTok, and Instagram—building anticipation with a countdown and live viewing experience.
Engagement and Monetization Strategy
During the premiere, Dr. Mike Mew engaged with the audience through a live chat, answering questions in the hour leading up to the video's release. This direct interaction not only heightened viewer engagement but also allowed us to promote the mewing app effectively by sharing links directly with viewers.
The simultaneous viewing experience during the premiere ensured that a large initial audience watched the video through to the end. This behavior significantly boosted the video’s metrics, favorably influencing YouTube's algorithm and enhancing overall channel performance. The strong viewer retention and engagement also translated directly into higher conversions for the app, demonstrating the success of our integrated promotional strategy.
The video quickly became a standout success, surpassing the channel's previous top-viewed video by reaching 3.9 million views in just 22 days—a milestone that had previously taken two and a half years to achieve.
Ongoing Success and Impact
Since its launch, the "Beginner's Guide to Mewing" video has not only met but exceeded expectations, amassing 6.7 million views as of May 2024. Its sustained popularity underscores the essential need for such a guide within the community.
With this single video, we have successfully tackled the challenging task of reviving the channel. Moreover, it continues to serve as an effective funnel, consistently directing new customers to the mewing app.
Mewing App: Funnel Creation
Initially, the Mewing app had only 1,000 downloads and lacked a customer acquisition strategy. After the viral success of our "Beginner's Guide to Mewing" video, we recognized the need for a dedicated funnel. Using insights from Dr. Mike Mew, we crafted compelling website copy that clearly communicated the app's benefits, boosting the conversion rate by 10%.
Enhancing Conversion with Email Marketing
In addition to refining our website copy, we implemented an email marketing strategy to further funnel viewers from the "Beginner's Guide to Mewing" video to the app. Typically, conversion rates from video views to app downloads hovered between 10% and 15%. For instance, out of 1 million video viewers, about 100,000 would visit the website, 10,000 might download the app, and roughly 1,000 would purchase a membership.
By introducing an email listing plan, we significantly improved these conversion rates. The targeted emails not only kept potential customers engaged but also created anticipation for future communications, resulting in higher open rates and more effective conversions as recipients were primed to take the next step. This strategy proved crucial in transforming viewers into active users and subscribers.
The graph shows a sharp rise in Mewing app downloads, from almost none to many, following our targeted video and email marketing efforts.
To further increase customer engagement, we translated the "Beginner's Guide to Mewing" video into 24 different languages. This strategic move helped us tap into a broader global audience, significantly boosting the video's accessibility and appeal across diverse markets.
Rapid Growth Achievement
Within just two months of implementing these strategies, we achieved a milestone of 50,000 downloads for the Mewing app.
X: Diversifying Platforms
In response to an unexpected event in the mewing community, we took proactive measures to secure our content's future. When Koko Hayashi, a prominent mewing influencer with 700,000 subscribers, had her YouTube channel unexpectedly deleted for "harmful and dangerous" content—a label usually reserved for violent or sexually explicit material—we recognized the vulnerability even in posting benign postural exercises. Fearing a similar fate for our channel, we decided to establish a presence on X as a strategic backup.
Starting from scratch, we focused on growing our X channel, ensuring that our educational content on mewing and other related topics would have a secure and sustainable platform, irrespective of potential challenges on other social media sites. This move not only safeguarded our content but also expanded our reach, attracting viewers who prefer X over traditional platforms.
Maximizing Engagement on X
A crucial strategy that fueled our success on X, reaching millions of views, involved producing threads of 3 to 5 posts, similar to Instagram's carousels. This format proved highly effective for delivering valuable content, as it allowed us to break down complex information into easy-to-digest facts. By organizing content into concise, interconnected posts, we enhanced user engagement and facilitated deeper understanding among our audience, which significantly contributed to our rapid growth on the platform.
This was also became a good way to funnel people into the Mewing app.
Exponential Growth on X
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