How Heights Used YouTube to Build Trust Not Just Views

The Heights YouTube channel was like a lot of business channels, a bit of a dumping ground.

Old product videos. Internal interviews. Maybe the odd campaign clip.

There was no strategy, and certainly no reason to stick around as a viewer.

And that’s a shame, because there were some real gems buried in there, including a full interview with Stephen Fry.

This was a missed opportunity. Especially when other health brands like ZOE were using YouTube to build trust, educate their audience, and actually cultivate a community.

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And here’s the bit that should make every brand pay attention:

• YouTube is now the most-watched platform on smart TVs.
• It accounts for over 12% of all TV watch time. Bigger than Netflix. Bigger than Prime.
• It’s a platform with over 2.5 billion users, and the best part is, you’ve got full creative control.

You own your channel. You decide what goes on it.

If you think of YouTube as your business’s own TV channel, the job becomes clearer.

You wouldn’t fill a TV channel with just ads. You’d make shows. Useful stuff. Watchable stuff.

That’s how you build trust and community. And it’s exactly what we helped Heights do.

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How to Give Your YouTube Channel a Purpose

Our first recommendation was to reposition the channel under a new theme - Learn With Heights.

The idea was to create a focused learning space for the brand’s target audience. And we had the perfect voices to lead it.

Heights had proper experts on the team.

• Neuroscientist Dr Tara Swart.
• Consultant dietitian Sophie Medlin.

They’d been featured on national TV. They were instrumental in shaping the product. But they weren’t visible on the brand’s own channel.

That was a missed opportunity. So we fixed it.

We built a clear strategy around the topics Heights wanted to own: Burnout, Sleep, Focus, Gut Health, Mental Clarity.

And we structured those themes into short, science-backed explainer videos.

We didn’t avoid the awkward stuff either. One of the most popular pieces of content? Poo School...

This wasn’t about chasing views. It was about building trust.

It’s what we call goal-oriented content.

It means being really purposeful with the themes you’re uploading.

Making sure you’re consistent. And making sure every video has a job to do.

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How We Helped Heights Build a Trusted Channel With Just One Shoot

We filmed over just two days. From that, Heights now has:

• 11.8k YouTube subscribers
• 993,644 total views
• A channel that now reflects the quality of their brand
• A stronger search presence across health-related keywords
• A community space that builds trust without selling

It’s a place people can learn something useful, feel a bit better, and stay in touch with the brand. That’s exactly what YouTube should be doing for a company like Heights.

With an expert team handling pre production and scripting, the Heights busy senior leadership team could focus on what they do best, and the content was created with minimal disruption to the business.

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What You Can Learn From Heights’ Channel Rebuild

Almost every business starts out solving a problem. But then things get busy.

You scale. You grow. You hire.

And all that brilliant knowledge your team has, the stuff that made you different, it gets buried in an SEO blog hardly anyone reads.

So why not turn that knowledge into great videos instead? (like we've done with the one above)

That’s what we helped Heights do. The results speak for themselves.