Overview

The YouTube team's mission is to:

• Increase awareness of PostHog, especially among people in our ideal customer profile, through content that is genuinely entertaining
• Help developers and PostHog users be more successful through, through content that is genuinely informative

Our model is that of content creators, not a marketing department, as it is for the rest of content. This means that we start from a place of producing great video first that stands alone, irrespective of its connection to PostHog and our products. We have found over the years that if we get this right, the marketing benefits naturally follow, but if we start from a marketing-first perspective, people are never as interested.

As a result, our focus is on awareness, not converting people to sign up or revenue. Other parts of our marketing and product are a much better fit for that.

Who is our audience?

It should be the same as who we are building for, but specifically:

• Product engineers: Software engineers who want to improve their product skills, understand users, and build successful new products.
• Founders: Technical and non-technical founders seeking advice on how to run a successful startup.

Who is our competition?

Our competition is not our competitors' video content (the bar is too low), it is the other stuff that our audience is generally watching and enjoying. Think popular YouTube creators, podcasts, even viral content on TikTok and Instagram.

Entertaining vs. informative

Videos exist on a spectrum from 100% entertaining to 100% informative. Some are in the middle and do a bit of both. Generally, when we are making a video, we should try to aggressively pursue one path only, as doing both is extremely difficult - the most likely outcome is that we fail at both and end up with something that is ok.

What does success look like in 2026?

• We have a successful YouTube channel. Success means momentum. Momentum means a predictable publishing schedule of videos that fit our audience and brand, thousands of views per video, and a strong understanding of what works.
• Video that extends the reach of the brand. We have a consistent and well-oiled system for producing video that extends the reach of PostHog products, features, and the brand.
• We are a benchmark. People love what we do. They want to copy what we do. We are proud of our work. People on the internet cite our video as an example how to do video right.

What we're working on

Going from most informative to most entertaining:

• Core brand assets: Demo videos and short feature trailers that showcase cool things you can do in PostHog.
• Launch videos: The goal is to have a creative format that's repeatable and can be shot at (reasonably) short notice.
  • These can also easily be repurposed as ads
• Startup stories: Regular YouTube output focused on telling the stories of cool companies that our audience is interested in.
• Brand-centric hero videos: We have a unique culture and brand, and we want to share that through weird content that no one else would invest in because it's too hard - who else would do an action figures video for April Fools'?
  • This is where we have the greatest freedom to #do-more-weird - we just need to be wary of the pitfalls of corporate try hard

How to work with the video team

• Know what type of video you want to make. Try to fit it into one of the above categories (and remember, we're up for doing a "one-off" film that is totally different to what we've done before).
  • Got a random idea? Share in the content and video ideas channel.
  • Got a specific request? Use the video request form and be thorough.
• Know your product, even if it's early. What does it do? What are the important features? What are some real world use cases? What's coming next? Why should someone pick it over a competitor? What's interesting about it? Many videos will rely on these details.
• Accept that the team may say no to your cool idea. Like all small teams, Team YouTube have the final say in what is worked on.