How YouTube Increased its Subscribers of 400% Exploiting Funnel DesignEstimated Reading Time: just 1 min

Growth Hacking is based on mapping each phase of the company’s relationships with the customers through the A.A.A.R.R.R. Funnel also known as Pirate Funnel.

A.A.A.R.R.R. Funnel consists of 6 phases:

  • Awareness
  • Acquisition
  • Activation
  • Retention
  • Revenue
  • Referral

One of the biggest business cases of a successful Funnel Design is Youtube.

YouTube‌ is a company based in San Bruno, CA.

It is the biggest video-sharing website in the world with more than 400 hours of content uploaded each minute and around one billion hours of content being watched every day.

The initial concept of the company was created by Chad Hurley, Steve Chen, and Jawed Karim (three former PayPal employees) and it was launched in February 2005.

YouTube allows users to upload, view, rate, share, add to favourites, report, comment on videos, and subscribe to other users.

Despite being one of the fastest growing sites on the Web hosting more than 65,000 new video uploads during the summer of 2006 and delivering an average of 100 million video views per day in July, YouTube always looked for more subscribers to keep the growth going.

In their funnel, the subscription is the act that defines Activation.

YouTube also noticed that Activation leads to high retention since the subscribers access to interactive features such as rate, add to favourites, comment on videos and subscribe to other users.

In fact, this kind of features keeps the subscribers active and this minimizes the churn rate.

Therefore, the co-founders needed an idea for getting more people to sign up.

At this point, YouTube thought about leveraging the desire of everyone who posts videos to have the largest possible number of followers.

Therefore, the company allowed each owner of a YouTube channel to add “?sub_confirmation=1” at the end of their URL.

This way everyone watching a video from desktop would see a popup saying “Confirm Channel Subscription”

The ones who clicked on the pop-up without being a subscriber had to sign up to YouTube before proceeding.

The idea worked and this tactic increased YouTube subscribers by 400%.

Nicola Zaffonato Administrator

Business Strategy | Product Marketing | Executive Master eCommerce Management | Business Innovation Master | MSc

I am driven by my personal growth and of people/contexts that surround me.

I followed a professional path in Valentino Fashion Group and Luxottica during which, thanks to the ability to understand different businesses and interests, I was able to succeed in Operations, Merchandising and Retail.

These organizations have exploited my ability to mediate and translate needs/constraints into practice, assigning me to Project Management roles.

Luxottica relied on my ability to analyze, to anticipate things and to imagine/implement solutions by appointing me in Supply Chain Management department and assigning me to the Product Management of IoT solutions for Anti-counterfeiting and Retail digitalization.

During this professional path, I also developed my leadership by managing teams to build Processes, Organizations, Systems and Governance Tools.

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