Key Takeaways

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Top content opportunities in Q1 2023 for the Home Service Business Owner audience on YouTube include:

• Entrepreneur Interviews: Clips and full interviews with home service business owners that offer practical advice and inspiration for entrepreneurs. The top-performing videos in this category are from UpFlip and highlight one entrepreneur and their business. 
• How-To Guides For Cleaning Companies: Cleaning business owners give viewers a behind-the-scenes look at how cleaning companies are run and provide guidance on starting and scaling a business in this industry – from high-level operations to details on supplies and cleaning protocols.
• Industry Expert Advice: Long-form interviews and panel discussions with well-known thought leaders and entrepreneurs. The guests in these videos share valuable advice for building successful businesses and being effective leaders.

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Purpose of This Research

To identify the top performing content categories for the Small Home Service Business Owner audience on YouTube in order to:

• Inform the creation of relevant content and messaging.
• Resonate with small home service business owners on YouTube.
• Create organic content that positions Jobber as a subject matter expert in the home service industry.

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YouTube Content Bucket Definitions

• Entrepreneur Interviews: Clips and full interviews with home service business owners that offer practical advice and inspiration for entrepreneurs. The top-performing videos in this category are from UpFlip and highlight one entrepreneur and their business.
• How-To Guides for Cleaning Companies: Cleaning business owners give viewers a behind-the-scenes look at how cleaning companies are run and provide guidance on starting and scaling a business in this industry – from high-level operations to details on supplies and cleaning protocols.
• Industry Expert Advice: Long-form interviews and panel discussions with well-known thought leaders and entrepreneurs. The guests in these videos share valuable advice for building successful businesses and being effective leaders.
• Quotes & Pricing: These videos address the topic of pricing and providing quotes for a variety of home service businesses.
• Tips For Starting A New Business: Videos from the owners of home service businesses sharing details about their entrepreneurial journey and answering questions about how to build a company. This category excludes content related to cleaning companies.
• PM & Operations Tutorials: Deep dive tutorials that break down concepts related to project management and business operations methodologies.
• Investing In Your Business: This category includes a variety of content types, all focused on how and what to invest in your business to see it grow.
• Industry-Specific Tips: Tips and lessons specific to one industry, often presented in a “how-to” or list format.
• On-The-Job Vlogs: Dynamic vlogs featuring business owners and employees in their day-to-day work lives.
• Sales & Marketing: Guidance for home service business owners focused on building your brand, increasing sales and retaining customers.

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Entrepreneur Interviews is an extreme performing content category averaging 3x the views & engagements rate on YouTube:

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Excellent performing content categories for the Home Service Business Owner Audience on YouTube include:

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Good performing content categories for the Home Service Business Owner Audience on YouTube include:

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Substandard performing content categories for the Home Service Business Owner Audience on YouTube include:

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Low performing content categories for the Home Service Business Owner Audience on YouTube include:

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Content Opportunities:

1. Entrepreneur Interviews

Clips and full interviews with home service business owners that offer practical advice and inspiration for entrepreneurs. The top-performing videos are from UpFlip and highlight one entrepreneur and their business. 

Tactics to Implement:

• Dissecting A Success Story: The interviews provide an in-depth account of how the entrepreneurs started and scaled their businesses. This video breaks down how the entrepreneur hit six figures in revenue, covering start-up costs, marketing strategies, and building his client list. This example talks about the systems and day-to-day operations of the business and the tools the owner uses to manage it. 
• Value Adds: This video links to valuable resources, including a free training course and a step-by-step guide to starting a pressure washing business.
• Compelling Titles: Upflip’s video titles and title card images always include a monetary value. Examples include, “Starting a Mobile Car Detailing Business with $500” and “Pressure Washing Business Makes $500/Day….”.

1.6M  Views

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1M Views

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2. How-To Guides For Cleaning Companies

Cleaning business owners give viewers a behind- the-scenes look at how cleaning companies are run and provide guidance on starting and scaling a business in this industry – from high-level operations to details on supplies and cleaning protocols. 

Tactics to Implement:

• Viewing Time: The average length of the videos is 16 minutes. Both examples are segmented into chapters for easy navigation.
• Optimized Video Titles & Thumbnails: These videos drive clicks by using attention-grabbing titles such as “HOW I MADE 200,000 IN ONE YEAR IN MY CLEANING BUSINESS”. Thumbnail images also include the video title in bold text as well as an image of the creator.
• Simplified Setup: Content is recorded in a controlled setting, with the creator speaking directly to the viewer using a basic webcam setup.
• Detail-Oriented: In this video, the creator uses a step-by-step format to break down the process of getting started. He outlines all of the logistics, from getting an LLC to finding a domain name.

225K Views

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65K  Views

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3. Industry Expert Advice

Live and virtual interviews and panel discussions with well-known thought leaders and entrepreneurs. The guests in these videos share valuable advice for building successful businesses and being effective leaders. The top-performing videos in this category are from Housecall Pro’s webcast series, ProTalks.

Tactics to Implement:

• Video Duration: The average duration of videos in this category is 1 hour.  
• Big Names: Videos with the highest views and engagement in this category feature prominent business figures such as Mark Cuban and Alan Mulally. Housecall Pro drives viewership by including the names of the individual or the company that they run in the video title.
• Title Card Images: Similarly, the video's title card images include a headshot of the interview subject and their name. 
• Recurring Content: This video’s title includes the season and episode number, indicating that it is part of recurring series and enticing viewers to subscribe to see future content. 

168K  Views

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92K Views

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Outliers:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

PM & Operations Tutorials 

Content: This video explains the concept of project management and its various methodologies in a presentation that uses on-screen text and images with narration.  

995K Views

Entrepreneur Interviews

Content: An interview from UpFlip that features a young entrepreneur and his story of starting and scaling a mobile car detailing business. 

2.4M Views

Home Service Humour

Content: This video pokes fun at the odd and often annoying requests that contractors receive from customers by putting them into the context of “If People Treated Restaurants Like Contractors”.

50K Views

Job Site Short

Content: YouTube Short in which the owner of a landscaping company shares a mistake he made at a customer job.  

862K Views

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Outliers:

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Quotes & Pricing

Content: In this video, the owner of a landscaping company shares a lesson on negotiating with customers and setting boundaries when it comes to pricing. 

183K Views

Sales & Marketing

Content: This creator shares simple tips for building brand awareness and doing business development. 

66K Views