"Before working with Both And, podcasting was just another thing on my plate. Now, it's my main thing. The strategy, the execution, the results—everything was next level.”

– Alex Smith, Marketing Director at Acme Corp

The Challenge: Revitalizing The Deep End Podcast

Lecrae, a well-known artist and thought leader, partnered with B-Side App to launch The Deep End Podcast—a top-of-funnel content initiative aimed at raising awareness and attracting brand sponsorships. However, despite initial hype and strong early traction, viewership began to decline, engagement was inconsistent, and conversions into the B-Side ecosystem were low.

Key Challenges

• Declining viewership after the first few episodes

• Mismatch between content strategy and audience demographics

• Lack of structured approach to guest selection, topics, and content packaging

• Limited experience in podcasting & YouTube audience engagement

• Inconsistent editing and thumbnail strategy impacting Click-Through Rate (CTR)

With the success of the B-Side App heavily dependent on The Deep End Podcast, our goal was clear: revitalize the podcast, increase viewership, improve engagement, and drive conversions into the B-Side ecosystem.

Our Strategy: Data-Driven YouTube Growth

Audience Analysis & Repositioning

Through deep YouTube analytics, we discovered that 80% of the audience was women aged 25-44, contrary to the initial assumption that the content resonated primarily with Christian men aged 25-30.

Key Adjustments:

• Shifted topics to align with women’s interests within the Christian community

• Introduced more female guests to enhance relatability and engagement

• Reworked content messaging and delivery style to cater to the real audience

Content Optimization: Titles, Thumbnails & Hooks

Through deep YouTube analytics, we discovered that 80% of the audience was women aged 25-44, contrary to the initial assumption that the content resonated primarily with Christian men aged 25-30.

Key Adjustments:

• To maximize CTR and watch time, we tested and refined:

• Titles: Crafted curiosity-driven, emotionally engaging titles

• Thumbnails: A/B tested designs for clarity and clickability

• Hooks: Optimized the first 30 seconds to improve viewer retention

Transforming Lecrae into a Podcast Host

• While Lecrae is a talented speaker, podcasting requires a unique skill set. We helped him:

• Structure episodes with engaging formats

• Improve guest interactions and storytelling techniques

• Optimize time management while balancing music, tours, and family life

Training Editors & Designers for Consistency

• Working with an overseas editing team posed quality control challenges. To ensure high production value:

• We established clear creative guidelines for thumbnails and video edits

• Provided direct feedback loops to refine and enhance content

• Streamlined workflows to ensure faster turnaround and consistent branding

The Results: A YouTube Success Story

Since implementing our strategies, The Deep End Podcast has seen exponential growth:

• 4.9M+ Total Views Since December 2023

• 4.9M+ Total Views Since December 2023

• 4.9M+ Total Views Since December 2023

• 4.9M+ Total Views Since December 2023

Conclusion: Why YouTube Strategy Matters

This case study demonstrates that YouTube growth isn’t just about creating content—it’s about creating the right content for the right audience with the right strategy. By leveraging data, optimizing content packaging, and refining production workflows, we transformed The Deep End Podcast into a high-performing content machine.