We can all take a hint from how Nothing is running their YouTube channel. I saw this YouTube ad today and it stopped me from skipping. 

There is a problem I see over and over again with e-commerce brands. They make content for their TikTok & IG Reels, but organic YouTube is an after thought. Big content shoots are planned and executed and they forget to shoot or edit in 16x9.

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Most settle for uploading their Reels content to Shorts and call it a day.

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Nothing is taking the opposite approach.

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On their YouTube channel, they have done a wonderful job of mixing branded commercial like content with YouTube native content i.e. founder response videos & product announcements.

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My favorite thing that they do is have their CEO directly answer critiques of their products from famous YouTubers like Marques Brownlee.

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With 1.1 million subs and a tag line of “building a world where tech is fun again…”, they have made a big bet on YouTube.

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It would be cool to see more e-commerce brands following suit here. A combination of fear + bandwidth constraints holds a lot of brands back but it doesn't have to be that way.

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Proper planning within the marketing calendar, understanding of the type of content that works organically and paid = strong positioning

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Last thought, we tell our clients all the time that their audience is on YouTube. They are not only there to be entertained but to be informed & research. LLMs like Perplexity are starting to reference YouTube quite a lot in their citations.

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Emphasizing even more the point that brands should follow Nothing's lead here.

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