Seth Hastings: Welcome to another episode of Search and Sustain. We ahave a pair of special guests today. We have Chris Messer, Executive Vice President of our Transportation Group here at EndeavorB2B. 

And we also have Erik Screeden, our Technical and Multimedia Content Director, also known as our guru of all things video and our local mechanic as well. 

Today, we've been talking a lot about video, so we wanted to bring in the people who are making video work here at Endeavor. They have built an extremely large YouTube audience. Erik, where are you guys at now?  

How Did This B2B YouTube Channel Grow to 170,000 Subscribers?

Erin Hallstrom: Erik, you've mentioned the YouTube channel. Can you give us some background on the channel? When did it start, and how has it evolved over time? 

Erik Screeden:  First, I'll say this is a lot of fun because I'm usually in your seat asking the questions, so it's nice to answer a few for a change. 

The earliest video I've found on the channel was published on November 24, 2010. Pete Meyer really spearheaded the channel from the beginning. Since then, we've grown to more than 170,000 subscribers, surpassed 20 million video views, and published more than 600 videos. 

Many of those videos average more than 30,000 views, and we're incredibly proud of that. 

From the start, Pete's vision was to create a place where professional technicians could find the information they needed to succeed. The automotive industry changes rapidly, and our mission has always been to deliver content that is educational, engaging, and useful. While we started by serving technicians, we've expanded our focus to support the broader industry as well. 

The channel is just under 16 years old now, but it's still evolving. We're constantly refining our approach and looking for ways to create content that better serves the industry. 

What Is the Biggest Challenge in Growing a B2B YouTube Audience?

Seth Hastings: You mentioned Pete having the original vision for the channel. What has been one of the biggest challenges in taking over something successful and making it your own while staying true to that vision? 

Erik Screeden: The biggest challenge has been understanding the audience and learning exactly what they want from us. 

You can look at analytics and collect feedback, but ultimately it's about figuring out the right mix of content that gives viewers the tools they need to be successful. For me, the challenge was finding that niche and understanding which topics truly resonated. 

Over time, we've learned what works and what doesn't. Especially in the last six months, I think we've developed a formula that's working really well. 

Seth Hastings: I can definitely relate to that. Building an audience is an ongoing process. You can have all the right tools and strategies, and then an algorithm changes and suddenly everything shifts again. 

What Video Trends Are Driving B2B Marketing Results Right Now? 

Erin Hallstrom: I never realized how much algorithms would influence so many aspects of my professional life. 

I'd love to talk about trends because many people listening are probably marketers staring at a blank screen after being told, "We need to get into video." They're looking for advice from people who have done this successfully. 

From both of your perspectives, what trends are you seeing? Are there particular types of videos or styles that consistently attract more attention than others? 

Chris Messer: At EndeavorB2B, we have the tools, resources, and expertise to help marketers succeed with video. For automotive aftermarket marketers, we have the Vehicle Service & Repair Video Network. We also provide custom white-label video services and have hundreds of professionals across the organization dedicated to helping our customers succeed. 

Now, if you're starting from scratch, my first piece of advice is to temper your expectations. 

Many people work in B2B markets, and you're not going to generate Super Bowl-level impressions overnight. We average roughly 32,000 views per video across more than 600 published videos, and we consider that a huge success. Some videos perform modestly and others perform exceptionally well, but those numbers are meaningful in a B2B environment. 

Another key point is commitment. If you're going to do video, commit to it. Build the infrastructure, dedicate the resources, and understand that success takes time. 

We've also found that active community engagement matters tremendously. Whether through YouTube comments or social channels, participating in the conversation leads to more engagement, shares, subscriptions, and growth. 

Do YouTube Shorts, Watch Time, and Thumbnails Matter for B2B Marketing?

Chris Messer: As for trends, one of the most interesting findings is device usage. About 34% of our viewers watch on mobile devices, nearly 30% watch on computers, and almost 28% watch on televisions through the YouTube app. 

We've also invested heavily in short-form video, typically under three minutes and shot vertically. We focus on making that content concise, engaging, and valuable. 

Another major area of focus has been thumbnail optimization. About 36% of our traffic comes from suggested videos, and thumbnails play a significant role in generating those impressions. Erik and his team have spent a lot of time testing different approaches to identify what works best, though it's always a moving target. 

Erik Screeden: I agree completely.  

Short-form video has really been the biggest trend over the past year and a half. Videos under three minutes, particularly YouTube Shorts, generate some of our strongest engagement metrics. 

As Chris mentioned, views are important, but watch time is what really matters. When viewers stay engaged longer, the algorithm takes notice and expands the reach of that content. 

We've also made adjustments to get into the substance of videos more quickly. Capturing attention early has become increasingly important. 

The relationship between thumbnails and watch time was another surprise for me. Most people assume thumbnails primarily affect clicks, but research and analytics show they can also have a significant impact on how long viewers stay engaged with a video. 

Chris Messer: To build on that, watch time remains our most important metric. 

Over the last 365 days, we've generated more than 21.5 million thumbnail impressions, and nearly 69% of them came from YouTube recommending our content. Even a small improvement in thumbnail performance can drive substantial increases in both views and watch time. 

Seth Hastings: You guys have done a fantastic job adapting. 

For anyone looking for examples, the team recently produced content from the MECO event, and those videos performed exceptionally well. They're a great example of the kind of short-form event coverage we're talking about. 

Now, video can seem expensive, especially for a marketing team just getting started. What would you tell marketers who think they can't afford to do it? 

What Should Marketers Do Before Launching a Video Strategy?

Erin Hallstrom: if a marketer is thinking about adding video next year, what's the first move you recommend they make, and what's one mistake they should avoid? 

Erik Screeden: My advice is simple: just start. 

Start recording. Start observing the world through the lens of video storytelling. Capture content that might be helpful or interesting to your audience. 

You don't have to post everything immediately. Just develop the habit and practice the skill. That experience builds over time. 

As for mistakes, don't be afraid to make them. Everyone makes mistakes when creating video. As long as the audio is clear and the video is reasonably good, you'll find an audience. 

Chris Messer: The first thing they should do is call their friends at Endeavor Business Media. 

We function as a full-service agency for many customers and have the knowledge, tools, and resources to help. 

Beyond that, my advice is to be committed. Write down your strategy. Define your audience. Establish realistic expectations. Create a content calendar. Determine your posting cadence. 

Look for content opportunities everywhere. Many companies have employees traveling, attending events, visiting customers, and gathering insights every day. Those experiences can become valuable video content. 

As for what to avoid, don't take a half-hearted approach. 

Know your objectives. Encourage creativity. Be willing to experiment. But make sure everyone is aligned around a common vision. When your leadership, team members, and contributors are all rowing in the same direction, you'll move faster and achieve better results.