5/21/2023 0 Comments Explainer video toolkitInstead, the Stix website appears in the description, with a unique code for YouTube viewers of 15% off Stix orders.Īnother reason why Stix is turning to YouTube is that the platform allows sexual health-related videos as long as the focus is on education. As for product promotions, Stix’s products are mentioned in the YouTube videos but aren’t linked to directly. “We’ll also be doing a lot of myth busting of popular sexual health misconceptions.”Īs the YouTube channel grows, its content will be syndicated across other Stix channels. “We’ll start off with videos on STI and PMS, which are rolling out in the next couple of weeks,” Plotch explained. “That’s where our educational videos come in,” she explained. For example, right now a lot of women believe that emergency contraception is illegal in certain states. The biggest challenge as a sexual health brand, said Plotch, is the confusing policies young people are seeing. “One video takes five to 10 hours, from conception to execution,” she said. Plotch said that creating and editing videos is a bigger time and resource investment than Stix’s typical social media posts. The company worked with a creative agency over the last three months to launch the channel, with Plotch herself hosting a semi-weekly show on the new YouTube channel. Plotch added that YouTube’s longer video format and its audience’s intention of sitting down to watch a 10-plus minute video is a better fit for more nuanced explanations. Before launching the YouTube channel, Stix used its Instagram, TikTok and SMS program for pushing out bite-sized research and information. “We realized YouTube is one of the biggest search engines for deep dive topics, in some cases even more so than TikTok,” she said. “It’s helped us build our community over the years.” Plotch said that with so many pre-teens and teens already searching the internet for answers, the company wants to be a resource for both information and products. “Education has always been the cornerstone of the brand,” Plotch said. Plotch pointed to Planned Parenthood data showing that less than half - 43% of females and 47% of males - reported receiving vaginal sex education before having sex for the first time. Plotch said the idea for the YouTube series came after months of seeing science-based sex education becoming contested in conservative states. Wade created a spike in demand amid the Restart launch. “Through the Restart Donation Bank, we’ve raised hundreds of thousands of dollars for donated products,” Stix co-founder Cynthia Plotch said, adding that last year’s overturning of Roe v. Stix’s Donate Restart program - in which people can pay to donate the brand’s pill to someone who needs it - has distributed nearly 20,000 doses since its launch last summer. The YouTube series is the latest tactic from Stix to spread the word about the brand more organically, through a variety of content and grassroots efforts. The channel will answer some of the most Googled sexual health questions like, “What are the symptoms of a UTI?” and “Do I have a STD?” as well as fielding explainer requests from viewers. Now, Stix is hoping to harness the same type of authoritative voice on YouTube, where the company says millions of people already search for answers to their sexual wellness-related questions. Readership also grew by 35% between the fourth quarter of 2022 and the first quarter of 2023. The Real Talk blog currently receives 60,000 visitors per month, with 92% of traffic being SEO-driven from people Googling questions.
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