The Challenge
Total Pro Sports (TPS) was already a successful website with a strong presence in the sports media space. However, its YouTube channel was little more than a storage space, housing random video content without a cohesive strategy. When I joined, TPS had 1,500 subscribers, and engagement was virtually nonexistent. The goal was clear: transform the channel into a viable content platform that could stand on its own while aligning with YouTube’s algorithm and audience expectations.
TPS was stepping into an already saturated sports content niche, meaning we had to be strategic. YouTube doesn't necessarily reward new content—it rewards content that viewers are already watching. To succeed, we had to analyze what worked in the space and figure out how to do it better.
My Role
As the lead in video strategy and production, I was given full creative control to develop and execute a content plan that would establish TPS as a major sports media player on YouTube. Here’s how I tackled it:
1. Market Research & Format Development
I conducted in-depth research on competitors and successful sports channels to identify what formats were driving engagement. We discovered that:
List videos performed well and were easy to produce consistently.
Football content (NFL) had the strongest audience engagement.
Soccer content was in demand, but the audience expected expert commentary, making it a challenge.
Different leagues had varying levels of content tolerance, restricting our ability to use certain footage (e.g., NHL footage was difficult to incorporate).
List videos performed well and were easy to produce consistently.
Football content (NFL) had the strongest audience engagement.
Soccer content was in demand, but the audience expected expert commentary, making it a challenge.
Different leagues had varying levels of content tolerance, restricting our ability to use certain footage (e.g., NHL footage was difficult to incorporate).
Based on this, we tested multiple content formats before narrowing down to a mix of trendy topics and evergreen content that could continuously drive views over time.
2. Building a Distinct Brand & Visual Identity
Branding was essential for making TPS’s YouTube content instantly recognizable.
We started with a logo-driven identity and built custom graphics around it.
I led the thumbnail evolution, moving from basic screenshots to highly engaging, well-designed visuals that aligned with industry best practices.
Over time, we adjusted our on-screen presence based on audience feedback, shifting from voiceovers to green screen setups and eventually to on-camera hosting with sports-themed visuals to make the hosts feel more like genuine fans rather than detached presenters.
I led the thumbnail evolution, moving from basic screenshots to highly engaging, well-designed visuals that aligned with industry best practices.
Over time, we adjusted our on-screen presence based on audience feedback, shifting from voiceovers to green screen setups and eventually to on-camera hosting with sports-themed visuals to make the hosts feel more like genuine fans rather than detached presenters.
3. Expanding the Hosting & Writing Teams
As the channel grew, I advocated for a diversified hosting strategy, assigning specific content types to different hosts:
Man-on-the-street segments for real-time fan reactions.
Goofy, lighthearted pieces for entertainment value.
Former player insights for credibility.
Human interest and true crime stories (my specialty) to engage audiences on an emotional level.
Goofy, lighthearted pieces for entertainment value.
Former player insights for credibility.
Human interest and true crime stories (my specialty) to engage audiences on an emotional level.
Initially, TPS repurposed blog content for video scripts, but we quickly realized that blog-style content didn’t translate well to video. Instead, I worked with a team of dedicated scriptwriters, ensuring they had the skills to write for YouTube retention. Eventually, we transitioned to hiring writers already experienced in video scripting, which streamlined our workflow and improved engagement.
4. Overcoming Resource Challenges
Growing a channel from scratch comes with hurdles. Some of the biggest challenges included:
Scaling the team to handle increasing content demands.
Acquiring high-quality images and footage—we partnered with Getty Images and Shutterstock to enhance production value.
Educating stakeholders on YouTube best practices, particularly regarding thumbnails, engagement-driven titles, and retention strategies.
Scaling the team to handle increasing content demands.
Acquiring high-quality images and footage—we partnered with Getty Images and Shutterstock to enhance production value.
Educating stakeholders on YouTube best practices, particularly regarding thumbnails, engagement-driven titles, and retention strategies.
The Results: From 1,500 to 1,000,000+ Subscribers
Our strategy paid off. By the time I left TPS, we had:
Hit over 1 million subscribers
Produced multiple videos that surpassed 3M, 4M, and 5M views
Increased click-through rates (CTR) with highly optimized thumbnails
Established a dedicated revenue stream from YouTube, making the channel financially independent from the website
Produced multiple videos that surpassed 3M, 4M, and 5M views
Increased click-through rates (CTR) with highly optimized thumbnails
Established a dedicated revenue stream from YouTube, making the channel financially independent from the website
Most importantly, TPS YouTube evolved into a standalone brand with its own voice, audience, and income. What started as an experimental extension of a website became a major sports media player on YouTube.
Key takeaways
✅ Content strategy matters: Research and adapt to what works on YouTube.
✅ Brand identity evolves: From voiceovers to green screens to on-camera engagement, audience preferences shift.
✅ Retention tactics win: Structuring videos effectively keeps viewers watching longer.
✅ Thumbnails are make-or-break: Investing in high-quality visuals drives CTR and growth.
✅ Quality over quantity: We reduced unnecessary content production while still growing the channel.
✅ Brand identity evolves: From voiceovers to green screens to on-camera engagement, audience preferences shift.
✅ Retention tactics win: Structuring videos effectively keeps viewers watching longer.
✅ Thumbnails are make-or-break: Investing in high-quality visuals drives CTR and growth.
✅ Quality over quantity: We reduced unnecessary content production while still growing the channel.
TPS YouTube went from a neglected storage space to a thriving, million-subscriber powerhouse. I’m proud of the work I did to help build something sustainable and successful from the ground up.