Creator: Jonathan Joly
Challenge: Lack of team or infrastructure to support a scalable long-form content strategy
Solution: Provided funding and production assistance to enable a shift towards long-form 

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Jonathan Joly is a popular creator with a massive audience in the family and kids’ entertainment space. Before working with Nuggit, he was focused almost entirely on short-form video - first on TikTok, then on YouTube Shorts - where he consistently pulled strong view numbers but struggled to generate more revenue. Shorts don’t monetize well on YouTube, and TikTok’s model wasn’t sustainable. Jonathan had scale, but not the economic foundation to support his ambition of building the “Nickelodeon of YouTube.”

When he joined Nuggit 6 months ago, the goal was to shift toward long-form content that could support more stable monetisation. We helped make that transition possible by providing interim funding and hands-on support. That included helping him hire a dedicated editor and assisting with production planning to make higher-effort videos feasible - content that had previously been difficult to pull off without a team. This paid off and some of these videos ("Sneaking Into A Trampoline Park Overnight") were some of his best performers. Instead of producing and publishing in real time, Jonathan’s now several weeks ahead on content, which allows for improved ability to coordinate brand deals. 

Since joining Nuggit, Jonathan’s AdSense revenue has more than doubled:

• Long form views increased 2.4x, going from 40% to 60% of his total revenue
• Short form views has continued to expand at >4x, serving as an effective entry for his long form videos
• Over 5x increase in revenue from older videos (>2 months old) suggesting new audience entry
• Average initial views of new videos also increased by >20%
• Percentage of long form video watched increased by 5 pp thanks to improved production quality

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