launch of youtube shorts

VIDEO STRATEGY

I initiated LSE’s first dedicated YouTube Shorts strategy after identifying a gap in how we reached younger, mobile-first audiences active on the platform. I built the business case, secured senior stakeholder buy-in, and presented a creative strategy that aligned with institutional goals while experimenting with new formats.

My approach combined audience insight with platform-specific storytelling. I designed a content plan focused on research-led, high-retention Shorts, balancing quick wins with scalable processes like content recycling and serialisation. I also introduced performance benchmarks and clear KPIs for views, retention, and subscriber growth.

The results exceeded expectations: 150K views in six months and an 85% average retention rate. Shorts has become one of the top-performing playlists on LSE’s channel, driving a 39% uplift in overall channel views. This success has established Shorts as a core part of LSE’s video strategy and positioned the channel for continued growth.