---
title: How we think about YouTube
slug: how-we-think-about-youtube
description: "How we plan to use YouTube to educate our customers and expose our company culture"
updated_at: "2025-04-11"
created_at: "2025-04-11"
humans: ["chris-pennington", "zeno-rocha"]
---

YouTube can be a difficult medium.

**Without a clear strategy**, content will fall flat or be off-putting. To ensure YouTube can be valuable for us, we've set out the following **aspirational strategy**.

## Goals

We have two main goals:

1. **Education:** We want to become known subject-matter experts for email and we also want to educate our customers on how to get the most out of Resend.
2. **Exposure:** We want to demonstrate our company culture and values for the purpose of keeping our customers informed, promoting our products to new users, and recruiting additional talent.

## Anti-Goals

It's important for us to avoid the following:

1. **Chase subscribers** or views
2. Over-saturate channel with **corporate promotion**
3. Pretend to offer value as a **thin veil for marketing**

## Video Types

We produce three core types of videos on YouTube.

### 1. Subject-matter education

We want to **provide genuine value** to the email community without making a marketing pitch.

**Examples:**
- Industry news (e.g., industry protocol changes, Gmail/Yahoo updates, etc.)
- Best practices (e.g., deliverability, form validation, etc.)
- Core concepts (e.g., How email works, SMTP, etc.)

### 2. Product education

We want to **educate our current customers** on how to get the most out of Resend.

**Content Examples:**
- SDK tutorials
- Full builds for specific use-cases (e.g., waiting list, etc.)
- Integrations (e.g., Upstash, Supabase, etc.)

### 3. Company culture

Videos are a great way to introduce the people behind Resend. These types of videos and help expose our team culture and values, promote our products to new users, and recruit additional talent.

**Content Examples:**
- Video changelogs / Beta announcemnts
- Founder Q+A
- Handbook topics
- Behind-the-scenes
- Customer stories/interviews

## Implementation Guidance

To help us plan our content, we think about both **frequency** and **sequence**.

### Frequency

Ideally, we try to produce 7–8 videos per month with a mix of subject-matter education, product education, and company culture.

<Table
  data={{
    headers: ["Type", "Frequency"],
    rows: [
      ["Type 1: Subject education", "4x/month"],
      ["Type 2: Product education", "1x/month"],
      ["Type 3: Company culture", "2x/month"],
    ]
  }}
/>

### Sequence

Because video content requires more time and effort to produce, we often start with content that requires less lift and then build to full-length videos. Generally speaking, we progress through the following sequence:

1. Social post: focused on the content with embedded media when possible
2. Short-form short: cover the core content in a 1–2 minute video
3. Longform video: provide a more in-depth look at the content in 4–7 minutes

This sequence allows us to validate and improve our content before investing more time into longer-form videos. It also gives us a chance to gather feedback and iterate on our content before committing to a full-length video.