Capital
Overview
Capital.com is a trading platform that produces financial content for YouTube. I joined them as a freelancer during a turning point. The original content team had been reduced from 25 to just 6 people after an internal restructure. The output on the YouTube channel had dropped off massively, as the prior strategy had focused on short form content and high-volume publishing due to the size of the content team. With the restructure, we needed to re-think the approach and develop a new strategy to get things growing again.
The new direction focused on creating 10–15 minute evergreen explainers that positioned Capital.com as a trusted authority in the retail trading space. This type of content wasn’t really out there at the time so it felt fresh, valuable, and engaging. The goal was to build long-term trust and interest rather than chase trends or short-term views.
My Role
I worked in-house for around six months, collaborating closely with the remaining team to come up with ideas, research topics, and handle every stage of production. There was no traditional ‘client’ layer, we were empowered to make creative decisions ourselves, which made the process fun, fluid, and collaborative. I thoroughly enjoy the strategy side of the creative process so getting to shape the direction of the channel was really rewarding.
Results
Over that period, we steadied the ship; we managed to maintain just over 100K views per month and gained around 1000 subscribers each month. This was one of those moments in my career that I look back on with great pride as it was a real collective effort to keep things ticking over despite the team being cut to one fifth of its original size.
Let me know how I can help
I think we’d make a pretty great team →