As the premier video provider in the world, it was no surprise that YouTube's Insider Knowledge talk was sold out and filled with strategies to optimize creator reach. Sheniece Charway, Head of Music Culture at YouTube, shared key tips and tools designed to help creators grow their channels.


Charway came prepared with a comprehensive presentation, filled with actionable tips and best practices to optimize impact. Given the sheer amount of information, the reliance on slides was understandable. From live redirects and custom countdowns to trailers and planned Shorts, the YouTube talk provided a blueprint for strong multimedia campaigns in 2025.

"Make sure your channel is up-to-date and optimized. This will help fans find what they are looking for,” Charway remarked. “Also make sure you promote your active content. Customize your channel layout to fit the needs of your fans and they will love you for it.”

One such best practice is for musicians to simultaneously release both lyric videos and music clips. While this might seem redundant, data clearly proves it significantly boosts engagement. Another is the strategic repurposing of content. Moving from short, vertical Shorts to mini-documentaries on the creation process, every format helps to keep fans engaged.

“Think about ways to reuse your content that makes sense, such as: song tutorials, dance videos, or behind-the-scenes footage from your creative process. The key is to make content that’s personable and authentic.”


After providing these insights, Charway introduced Tarryn Reid and Clairise Hefke of the South African DJ group TxC. Their viral Boiler Room set catapulted their careers, leading to hits like “Yebo” and “Turn Off The Lights”.

“YouTube gave us the chance to grow beyond South Africa. Amapiano is now a global sound, not just an SA sound,” Tarryn noted. When asked about their favorite type of YouTube content, the ladies laughed. “Shorts,” Clairise instantly replied. “We can get creative with our content there.”

When asked for advice toward new creators, the ladies underscored their most crucial lesson: “Stay consistent with your content” remains the primary factor for channel growth in 2025. Strategic planning, calendar creation, and generating complementary content around releases will increase visibility and allow artists to reach new fan demographics.