
I've been making videos for years and never had one hit numbers like this. Hampus and the team handle everything I don't want to think about so I can just show up and talk.— Simon Squibb
YouTube breakdown
Truly done-for-you content that turns views into clients. You record once a month, we handle the strategy, scripting, editing, packaging, posting and follow-up. We even hold you accountable so you actually press record.
Personal breakdown built for:
Trusted by 50+ founders & creators
What's inside this breakdown
The exact YouTube playbook tailored to small business marketers, social media specialists, and marketing directors who need tactical, pitch-free how-to on organic social, paid social, and AI marketing workflows.
Every video title, hook, and funnel position — laid out week by week.
The four content lanes that map directly to Social Media Examiner's funnel.
Designed to convert YouTube viewers into qualified leads for Social Media Examiner.
A complete, ready-to-record script for the first video — exactly how we'd write it.
The full monthly production package, broken down deliverable-by-deliverable.
Why we built this for you
We decided to build out this MASSIVE package for you because we're pretty sure we can help you drive a lot more Social Media Marketing World ticket sales, AI Business Society memberships, and newsletter growth via the channel you've already built.
YouTube has a steep learning curve, and the funnel layer that actually CONVERTS viewers into conference attendees and members is its own separate beast — totally different muscle from publishing weekly platform-update tutorials.
I'm guessing you don't have heaps of extra time to script, shoot, edit, package, and follow-up on bottom-of-funnel conference proof and membership videos — between hosting the Social Media Marketing podcast, AI Explored, running the 385K+ newsletter, producing the annual Industry Reports, and staging Social Media Marketing World and AI Business World for thousands of attendees.
So, we can handle all that content work for you.
We're pretty sure we can guarantee you a sh*t ton of qualified ticket buyers and AI Business Society signups for Social Media Examiner.
This morning Michael, I was looking through your Social Media Examiner YouTube channel side by side with socialmediaexaminer.com and what stood out is the gap between the two. You built the world's largest social media marketing conference, a 385K-subscriber newsletter, and two top-rated podcasts — 93M+ people have benefited from your content. Your channel has 125 videos and ~5.9K subs with uploads as recent as last week. That's real brand authority. But here's what's missing: the channel reads as faceless article-to-video recaps and platform-update explainers — not as a systematic conversion engine into SMMW tickets ($797–$1,997), AI Business Society, or NoteGo. Your homepage is screaming conferences, membership, and industry reports — yet the YouTube library isn't stacked with searchable "what happened at SMMW" proof, attendee transformation stories, or Michael-on-camera Shorts that capture cold discovery from marketers Googling "LinkedIn algorithm 2026" or "YouTube Shorts hooks." Meanwhile Gary Vaynerchuk, HubSpot Marketing, Neil Patel, and Vanessa Lau are winning the exact discovery lane you teach — none of them run the largest social media conference on earth, but they're capturing the cold viewer who should be buying a SMMW ticket or joining your society. Your proof exists — SMMW speaker lineup, Industry Reports, podcast downloads, NoteGo. It needs a YouTube system that routes every search hit into tickets and memberships.
Simply put, we want to help you turn the authority you've already built into a consistent flow of conference ticket sales and membership signups through bottom-of-funnel, proof-driven YouTube content.
P.S. This entire doc breaks down exactly how we want to help you achieve that.
The next 12 weeks
The brand-defining meta-video. Acknowledge the authority vs. conversion gap honestly, reference SMMW scale, and lay out the 12-week plan to wire the channel into tickets and memberships.
Top of The FunnelRefresh your highest-trust event narrative with searchable packaging and CTAs into the lead magnet + attendee case study. Evergreen TOF that captures "social media marketing conference" search intent.
Top of The FunnelMOF platform-update video — your top recent upload theme, rebuilt with Michael on camera, mid-roll Industry Report CTA, end-card into SMMW preview.
Middle of The FunnelFirst hybrid case study — inspired by real attendee transformations, turned into a full on-camera interview with metrics. The BOF video that converts skeptics on ticket price.
Bottom of The FunnelSearchable MOF explainer matching AI Explored and AI Business Society positioning. Routes cold AI-curious marketers into membership or conference add-on.
Middle of The FunnelProduct BOF for NoteGo — screen-share the UI, show workflow, CTA to try or join society. Captures tool-specific search intent.
Bottom of The FunnelTake your 4.7K-view top performer and rebuild with tighter hook, thumbnail, Michael face-cam, and mandatory end-card into SMMW or newsletter.
Top of The FunnelMOF rebuild of your 3.6K-view Facebook video — same tactical value, conversion architecture added.
Middle of The FunnelMOF Shorts/Reels strategy video — teach what you already publish about, but show the packaging system you'll run weekly going forward.
Middle of The FunnelBOF membership demo — no fluff, actual benefits, speaker library, community. The video a skeptical marketing director sends to their boss before joining.
Bottom of The FunnelFounder trust video — acknowledge the podcast quote about not being active on YouTube. Middle-of-funnel proof you're fixing the weak leg. Routes to ticket CTA.
Middle of The FunnelClosing-call BOF — ticket tiers, ROI framing, speaker proof, FAQ. The dedicated "ready to buy" anchor video.
Bottom of The FunnelWhat clients are saying
Featured wins

I've been making videos for years and never had one hit numbers like this. Hampus and the team handle everything I don't want to think about so I can just show up and talk.— Simon Squibb
Hampus has been a game-changer. He sticks to deadlines, works fast, and most importantly, he just gets the brief. No endless edits, no wasted time. He's ambitious, driven, and reliable. I can't recommend him enough.— Scott Thomas
The biggest thing for me was finally having a real system instead of just guessing. Hampus took the whole content side off my plate and the results spoke for themselves.— Jonni Shreve
Real numbers
Direct messages, Fiverr reviews, raw screenshots. The kind of feedback you can't fake. Hover any card to zoom in.
Your strategy
Keep the weekly LinkedIn/Facebook/Instagram/YouTube Shorts tutorials — they're your publishing rhythm. But redesign each TOF video with one clear path: tactical hook → mid-roll CTA into the Industry Report or newsletter → end-card into a SMMW preview or attendee story. Stop letting 4.7K-view ceiling videos dead-end without a ticket path.
Package what SME already sells — AI Explored podcast insights, AI Business World tracks, NoteGo demos — as standalone searchable playbooks. "How marketers are using AI for content in 2026," "Screen-record feedback with NoteGo," "AI Business Society walkthrough." Every marketing director searching these phrases should land on Social Media Examiner, not a generic AI influencer.
Screen-share and on-stage proof: ticket tiers, speaker preview clips, "what I implemented after SMMW" attendee interviews, membership benefits. Marketers considering a $797–$1,997 conference investment need to SEE the transformation, not read another blog recap.
Sit down with marketers who implemented SME tactics — pipeline before/after, leads from social, team size. Bottom-of-funnel proof that pre-empts "is SMMW worth it for a business like mine" and drives ticket purchases immediately. Your events already create these stories; they should be 12–18 minute YouTube assets with Michael on camera.
Overall YouTube Strategy
Content bucket -> CTA midway through the video to download the lead magnet -> CTA to another related video if they don't opt in -> lead magnet captures email -> nurture sequence warms them toward SMMW / AI Business Society -> close the ticket or membership.
Your Unique Lead Magnet
Most media brands publish consistently on YouTube but convert almost none of those views into conference tickets or membership signups — because the content is built for existing readers, not cold discovery and event proof. This audit is the exact 5-point framework Social Media Examiner uses to diagnose why authority videos engage subscribers without filling the SMMW pipeline — and the specific fixes (packaging, hooks, ticket CTAs, lead magnets, attendee-story routing) that turn a 125-video library into a year-round engine for ticket sales.
What's inside:
Bonus #2
We wrote the full script for the first video in the plan — hook, story, three teaching points, CTAs, the whole thing. Tap below to read it.
Video Title: Why 385K Newsletter Subscribers And SMMW Aren't Showing Up As 5.9K YouTube Subs Introduction: Clear Offer: This video breaks down the exact gap between Michael Stelzner's off-YouTube authority and Social Media Examiner's YouTube conversion — and the 12-week plan to fix it so 125 videos finally drive SMMW tickets and AI Business Society signups at scale. Relate to Viewer: If you're a small business marketer or marketing director, you've probably read Social Media Examiner's newsletter, listened to the podcast, or heard about Social Media Marketing World. You might even have attended. But if you discovered SME through YouTube search — not through a colleague in San Diego — you probably got a platform-update tutorial without a clear path to "get your ticket" or "join the society." That's the gap. Social Proof: I'm Michael Stelzner. I founded Social Media Examiner in 2009. We run the world's largest social media marketing conference — Social Media Marketing World — plus AI Business World, the AI Business Society, two top-rated podcasts, annual Industry Reports, and a newsletter with 385,000+ subscribers. I've published 125 videos to ~5,900 subscribers. My top video has 4,700 views. I've written Launch and Writing White Papers. I've publicly said I need to get more active on YouTube — because I know the channel isn't matching the rest of the brand. Open Loop: By the end of this video you'll know exactly why newsletter authority isn't the same as YouTube conversion, what Gary Vee and HubSpot do differently on packaging, and the 12-week content plan we're executing to turn this channel into SME's top-of-funnel engine. Quick Story: Last week we published "How to Adjust Your Content for LinkedIn's New Feed Algorithm." Solid tactical value. Under 1,000 views in the first days. The same week, a marketing director told our team: "I've read SME for years — I didn't realize SMMW had an AI track until I saw the homepage." She'd been a newsletter subscriber for three years. Never bought a ticket. That's not a content quality problem. That's a conversion architecture problem. 125 videos. Weekly publishing. Undeniable conference and newsletter credibility. But the library isn't wired so every cold discovery hit routes to SMMW, AI Business Society, or an attendee case study that proves ROI. Meanwhile HubSpot and Neil Patel ship 12-minute playbooks with one CTA and capture the exact buyer searching "LinkedIn algorithm" today. They don't run the largest social media conference. We do. We're just not packaging it for conversion. Point 1: Authority And Conversion Are Different Muscles Why this matters: Newsletter and event trust built SME for 17 years. YouTube cold discovery runs on searchable titles, thumbnails, hooks, and ticket CTAs — not just article recaps. What to focus on: BOF SMMW proof videos. Attendee case studies with real metrics. MOF AI and Shorts playbooks. TOF platform updates with mandatory mid-roll and end-card CTAs into tickets. A simple explanation: People who know you will read anything. People who don't know you need to know what SMMW delivers in the first 30 seconds and where to click in the description. CTA to Lead Magnet (30% Through The Video): If you want the exact 5-point audit we use before publishing any SME-related video — the same checklist we're running across the 125-video library — download the free Social Media YouTube Conversion Audit in the description. Point 2: What The Channel Should Be Converting Viewers Into Why this matters: Every view should have a path — SMMW ticket, AI Business Society, Industry Report download, or NoteGo trial. Right now too much of the library is education without infrastructure. What to focus on: Michael on-camera intros. SMMW speaker preview clips. Hybrid interviews with attendees. Short clips from long videos for cold discovery. A simple explanation: Gary Vee and HubSpot win packaging. We win the conference and the newsletter. Combine both and 5.9K subs becomes a ticket machine. Point 3: The 12-Week Plan Why this matters: We're not starting from zero — 125 videos, Industry Reports, SMMW proof, and podcast authority are the raw material. What to focus on: Weeks 1–4 — meta gap video + two MOF playbooks (LinkedIn algorithm, AI marketing). Weeks 5–8 — two attendee case studies + ticket guide. Weeks 9–12 — Michael on-camera anchor + clip pipeline on every new upload going forward. A simple explanation: Consistent publishing built the rhythm. Conversion architecture turns that rhythm into SMMW revenue. CTA to Service (70% Through The Video): If you want the full 12-week breakdown customized for Social Media Examiner — content buckets, lead magnets, and ticket routing — grab a time in the description. First video's on us.
If we worked together
You hit the record button once a month & never worry about content again.
We create a full long-term strategy that helps you make more sales.
4 professionally edited videos monthly.
4 professionally scripted videos.
We want 2 thumbnails per video in order to A/B test them.
12 short clips per month cut from your long-form videos — for YT Shorts, Reels, and TikTok.
2 unique lead magnets to attract potential customers.
16 emails each month (per lead magnet) to constantly provide value.
1 unique email sequence for new joiners on your email list.
All your videos & lead magnets posted on your behalf.
Past work
Example 1
Example 2
Example 3
Best way to know if you'll like working with us?
Process For The FREE Video
Hop on a call with me so we can prepare everything for you.
Just record the video & send us the footage & we'll take care of the rest!
We'll create a unique thumbnail that will guarantee clicks for your video.
We'll edit your video for maximum sales.
We'll optimize the video for sales & post it for you too.
Your video is live & all you had to do was press record.
P.S. Calendar is completely open for you, so book any time you like!
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Common questions
We start by mapping out a long-term YouTube strategy that's built around your audience and your sales goals. Once the direction is set, we create detailed scripts for your 4 monthly videos.
Each script is designed to:
Your role is simple: review the scripts, record once a month, and we take care of the rest — editing, publishing, and even the email nurture. The whole process is set up so your content consistently builds trust and brings in leads without you needing to micromanage.
At the end of the day, success comes down to one thing: quality inbound leads showing up for you.
We track that by looking at the strongest signals of inbound growth — views, watch time, engagement, and how many people are joining your email list and booking calls from the content.
When these metrics trend upward, your ideal clients are actually learning from your content. And if they're gaining value from free videos, they're much more likely to take the next step and invest in your paid service.
Most serious buyers do their homework before they ever reach out. They're checking your LinkedIn, your website, and — increasingly — your YouTube. A real channel becomes the place where they get to see how you think, decide whether they trust you, and pre-qualify themselves before the call.
So even if cold outreach or ads are already filling your pipeline, YouTube does two things on top:
You don't have to swap one for the other. Stack them.
No. We've helped clients close real money with channels that were close to zero. The key isn't subscriber count — it's whether the content is hitting the exact people who could actually buy from you.
A 300-subscriber channel built around a sharp niche and a real offer can outperform a 100K channel with no funnel behind it. Views you can't convert aren't worth chasing. We build the funnel first, then drive search-intent traffic into it.
If you're starting from 0, that's actually an advantage: no legacy audience to confuse, no old content to repackage. Clean slate, right strategy.
Almost everyone who's "tried YouTube" tried part of it. A few videos. No strategy. No funnel. No nurture. No consistency. Then they burnt out at month two and called it failed.
What we run is a full system: positioning, content lanes, scripting, packaging, editing, lead magnets, email sequences, and accountability so things actually ship. When all of those pieces fire together, the math changes — same effort, completely different result.
If your last attempt was a few videos thrown at the wall, this isn't the same thing.
That's exactly what we're here for. We handle the blank page so you never have to stare at one.
You get full, recording-ready scripts every month — hooks written, stories outlined, CTAs placed, even the on-screen prompts mapped out. Your only job is to show up, hit record, and read it in your own voice. Most clients do all 4 monthly videos in a single batch shoot once a month.
An editor cuts your footage. That's roughly 10% of what makes a YouTube channel actually drive leads.
We run the whole back-end: strategy → scripts → packaging → editing → SEO → posting → lead magnets → email nurture → accountability. A standalone editor leaves you holding 90% of the work that determines whether your content actually converts.
Three featured client wins above (Simon Squibb, Scott Thomas, Jonni Shreve) plus 50+ founders and creators across coaching, B2B, fitness, finance, and e-commerce. The "Wall of actual client results" section higher up shows the unfiltered receipts.
Once your video is submitted, we deliver all of the following within 1 week:
Note: we send all your scripts at once (unless you ask us not to) and work on all your videos in parallel. That's how we keep turnaround fast.
It'll be hard to find someone else who does all of this at the same success rate as us.
| HJ Creatives | Content Agency | YouTube Coach | Editor | Just You | |
|---|---|---|---|---|---|
| Audience Research for Better YT Content | ✓ | – | ✓ | ✕ | ✕ |
| Full Content Strategy for Maximum Sales | ✓ | – | ✓ | ✕ | ✕ |
| Ideate, Script, Edit & Package Videos for Profit | ✓ | ✓ | – | ✕ | ✕ |
| Email List Building & Nurturing | ✓ | ✕ | ✕ | ✕ | ✕ |
| Record Just Once A Month | ✓ | ✕ | ✕ | – | ✕ |
Book a 30-minute call. No pitch, no slides — just a real conversation about what YouTube could do for Social Media Examiner.