Snowball

We made an HR company go 'viral' on YouTube earlier this year. 1.8M views so far from one video. This, for a software company in the "world's most boring industry". $0 spent on ads to get views - 100% organic.. by making content people actually want to watch & engage with. 1,000s of new subscribers to the brand and it's just begun. While competitors post boring product demos to empty rooms, Nectar is out to become a household name among HR professionals within a year. This is brand expansion & awareness that makes the rest of the marketing funnel more effective. We're just getting started... Shoutout to the Nectar team 🫶 This is how you play the long game, the right way!

Proton just got more subscribers in 5 months than most YouTubers get in 5 years. 85.4K subscribers. 2.8M+ views. 5.4K+ comments. After just launching their YouTube channel 5 months ago. Proton is a $1B privacy-tech SaaS brand. Their approach to YouTube is not obvious. That's our team's favorite kind of challenge. They just knew they wanted to go beyond product demos and dry feature updates that most brands do. So we got to work: • Hired and trained top notch creatives for them • Led the target-audience behavioral research • Drove ideation & content strategy • Ensure strong execution Now they're growing an engaged audience that will continue to compound. Bringing their mission to life. 𝗔𝘀 𝗮𝗹𝘄𝗮𝘆𝘀: $0 spent on ads or boosting viewership. 100% organic. Evergreen content will get millions more views for years. One of the most cost-efficient investments they could make when looking at total time spent with the brand. If you still think it "wouldn't work" for your brand to build a meaningful audience on YouTube, you’re missing the biggest opportunity & shift in marketing right now. Long-form organic storytelling (done well) earns more engaged attention than ads ever could. Shout out to Oliver Lo (CMO @ Proton). True innovator. and.. the incredibly talented Snowball team as always!

These CMOs control billions in ad spend. But every single one of them is thinking about what all that money can't buy. I went to New York with my team at Snowball, behind closed doors with the brand leaders of your favorite logos. I distilled our convos to 8 lessons everyone should hear:

MrBeast tried to poach half my team. 100's of channels copied us. Netflix came calling for guidance. If you care about business, this one's for you. Before starting my agency, Snowball, I grew the creative business for Jubilee Here's how Jubilee makes money, how we constantly go viral, and how I built it:

Many brands come to Snowball wanting to chase views and subscribers. Wrong game. If you want to build a real business from content, there's only one metric that matters: time spent with your audience. ⏱️ In under 60 seconds, I break down the 3 reasons YouTube is the most powerful platform to actually drive business—and why half our views come from videos made years ago.

TV is competing with YouTube. And it's losing. Audiences are spending more time watching YouTube on TV than any network or streaming service. It's now the #1 platform on connected TVs. Sports viewership on YouTube alone is growing 30% year over year. The proof keeps stacking up: → YouTube secured its first exclusive NFL broadcast → They are creating free global must-watch moments Traditional TV is bleeding viewers while advertisers chase audiences that have already shifted to YouTube. Most brands are not winning here yet. Through our agency Snowball, we have already helped build content empires for a few. More will follow, because this is where attention compounds. Your competitors will not just be buying ads. They will be building channels, programming shows, and stacking equity on the platform that owns your audience's attention. The media reality check isn't coming. It is here. Premium long-form storytelling now lives on YouTube.

HUGE: Snowball officially opens its HQ on Abbot Kinney! Last year I started the company with: • One freelance creative • An executive assistant • Part-time ops help I thought it would take YEARS before even thinking about an office space. But 11 months later, we: • Built a team of world's best digital creatives (17 now) • Are shaping strategy for the world's biggest brands • Have a pipeline so full we can choose who to work with We're growing faster than I could have EVER imagined. We're pacing to hit annual revenue levels that took me 7 YEARS to hit with Jubilee Media. Now…we can jam in the coolest neighborhood in Venice! So so blessed. I thank God, every. single. day. My 6 biggest lessons on building the business so far: 1. Build for where the puck is headed, not where it is now 2. Agencies need to stop trying to retain clients forever 3. Be bold in your convictions - "fitting in" is a curse 4. Obsess over delivering the service possible 5. LinkedIn, as a platform, is incredible 6. Prayer is powerful & humbling But most importantly, it's ALL about your team: • Move mountains to hire the best • Give real incentives to perform • Demonstrate why it all matters • Show, don't tell, excellence • Get out of the damn way • Be kind, it's not hard I'm so excited for 2026. We've started a wave of brands as creators on YouTube. And it's only getting started! If you find yourself in Venice, come pay us a visit 👊

Proton just got more subscribers in 2 videos than most YouTubers get in 2 years. 40K subscribers. 1.2M views. 10M brand impressions. After just launching their YouTube channel. Proton is a $1B privacy-tech SaaS brand. Their approach to YouTube is not obvious. That's our team's favorite kind of challenge. They just knew they wanted to go beyond product demos and dry feature updates that most brands do. So we got to work: • Hired and trained top notch creatives for them • Led the target-audience behavioral research • Drove ideation & content strategy • Ensure strong execution Now they're growing an engaged audience that will continue to compound. Bringing their mission to life. 𝗔𝘀 𝗮𝗹𝘄𝗮𝘆𝘀: $0 spent on ads or boosting viewership. 100% organic. Evergreen content will get millions more views for years. One of the most cost-efficient investments they could make when looking at total time spent with the brand. If you still think it "wouldn't work" for your brand to build a meaningful audience on YouTube, you’re missing the biggest opportunity & shift in marketing right now. Long-form organic storytelling (done well) earns more engaged attention than ads ever could. Shout out to Oliver Lo (CMO @ Proton). True innovator. and.. the incredibly talented Snowball team as always!

Last time, Mike Martin got $5,000 for bringing us Dru! We're hiring our next critical role and want to pay YOU. Snowball is growing fast, working with the biggest brands on the planet. We are sales constrained - I can't keep up with all the leads. So... We're looking for a rockstar, enterprise-focused business development lead - our founding sales hire. Ridiculous upside & will play a huge role in reshaping the marketing industry. Who should I know about? It's OKAY if they are not actively looking for a job. I can work with that : ) Who is awesome for this role?: - Strong performer selling to enterprise decision makers - Bonus: marketing agency or digital media background. - HUGE bonus: direct experience with YouTube <> brands Feel free to DM me directly!