User needs, monologues and optimisation: How LBC cracked the YouTube code

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"A face for radio" is an old newsroom insult meaning one is better heard than seen. So when LBC revamped its studios in 2017, it not only made a strategic leap into “visualised radio” via YouTube, but killed the expression in one fell swoop.

By putting its presenters on camera, LBC modernised its brand in the age of social media and sent its reach soaring. There are few better examples than radio presenter James O'Brien, whose monologues and bust-ups with callers have attracted views in the millions.

YouTube is itself a strong monetisation play for newsrooms and a cheaper option than building your own video player infrastructure. It's also a big draw for news audiences. The Reuters Digital News Report 2025 found that 21 per cent of audiences use YouTube for news weekly. Although that number has dipped slightly in the last year, it's gaining popularity in the Global South.

But the advantage of having a dedicated YouTube strategy extends into visibility across Google, including in Google Discover and AI Overviews, making it a valuable asset for the digital growth of news websites as a whole.

At the News and Editorial SEO Summit 2025 yesterday (22 October 2025), Steve Wilson-Beales distilled LBC’s journey to 1.3m subscribers and top growth lessons, having just left the role as head of SEO and editorial product for the parent company, Global. The message is clear: the devil is in the details.

User needs on YouTube

The big media trend of the moment is the user needs model, the framework that details how audiences have 8 total core needs when consuming news coverage. An audit of LBC coverage highlighted the classic mistake most newsrooms make: it was doing too many classic update news articles, and not enough stories catering for other needs.

We tend to think about user needs within text journalism, but it lends itself to video and audio content, too. Better still, there are plenty of established video formats that naturally support user needs: explainers (give me perspective), Q&As (connect me), how-to guides (help me) and so on.

New to the user needs model? Learn more

Practical optimisation: every step matters

1. Video headlines and titles

• Make titles clear, specific, and brief; inject emotion or personality.
• Avoid clickbait and keyword stuffing.
• Titles and thumbnails should always match in tone and promise.

2. Thumbnails

• Use clear, colourful images with bold colours and faces showing emotion.
• Keep text concise; users often notice thumbnail text before the title.
• Use a consistent template (1280x720, 16:9) for branding (LBC’s blue is a standout).
• Test up to three thumbnails at a time; end tests early if a winner emerges.

3. Playlists

• Create playlists to encourage binge-watching and longer session durations.
• Each playlist has its own URL and metadata, helping videos appear in search results and the “up next” queue.

4. Tags, descriptions, and keyword research

• Tags have a minor impact but help with misspellings and synonyms.
• Use channel tags for high-level info; video tags for specifics.
• Descriptions: Use the first 150 characters wisely, include hashtags, links, and timestamped chapters.
• For keyword research, start with Google Trends (filtered for YouTube), use YouTube’s autosuggest, and manually check ranking for your target terms.

5. Captions and transcripts

• Always upload your own captions or transcripts for accuracy, as auto-generated captions are less reliable.
• Captions and transcripts help with Google indexing and search.

6. End cards (end screens)

• Use end cards to promote other videos or playlists at the end of your content. It's a detail often forgotten about, but powerful for driving additional views.

7. Shorts

• Keep Shorts under 30 seconds if possible, but experiment with longer formats if competitors are doing so.
• Use a killer opening in the first two seconds to hook viewers.
• Include #shorts in the title and description, and add Shorts to playlists.

8. Long form vs. short form video

• Decide your goals for each: short form can drive viewers to long form, or stand alone if resources are limited.
• Some formats (like opinion pieces) work best short; investigations or documentaries need more time.

9. Testing and auditing

• Regularly audit your channel and videos to see what’s working.
• Use YouTube’s analytics, but be aware of data paralysis. There are many metrics on offer, but start with watch time, viewer retention, click-through rate, and engagement.
• Build an external dashboard to track key metrics and add manual notes for context.

Invest in strategy and focus relentlessly on audience needs is the parting wisdom from Wilson-Beales. Focus not just on views and subscribers, but building a loyal, engaged audience and boosting your brand’s presence across the entire Google ecosystem. It's what your true competition will be doing.

"You’re not really competing with other news brands. You’re competing with creators who have cracked the algorithm," he concludes.

This article was drafted with the help of an AI assistant before it was edited by a human