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Synopsis

Between November 2021 and August 2023, I managed DW’s Planet A, a YouTube channel covering climate change. During this time, the channel gained +322.8K new subscribers, reached 65M views, and published 75 videos shaped by A/B testing and SEO analysis. Working with a cross-continental newsroom team, we grounded every story in expert interviews, peer-reviewed research, and fact-checking, while adapting journalism to thrive on YouTube’s fast-paced ecosystem.
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The Challenge

Climate reporting on social media is vulnerable to oversimplification and alarmism. Our aim was to avoid both, producing fact-based stories that reflected diverse perspectives and global realities. By drawing on academic sources and regional expertise, Planet A offered reporting that audiences could trust and engage with.

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My Role

• Channel Management → coordinated weekly uploads, headlines, and thumbnails to maximize visibility.
• SEO & A/B Testing → optimized titles and descriptions with TubeBuddy, SISTRIX, and Google Trends.
• Fact-Checking → cross-referenced scripts with academic journals and expert sources.
• Community Engagement → moderated discussions and integrated feedback into editorial strategy.
• TikTok Workshop → co-led the launch of one of DW’s first TikTok channels, adapting long-form reporting to short-form video.

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Outcomes

• +322.8K subscribers gained during tenure
• 65M video views across 75 published videos
• Increased watch-time and CTR through SEO-led A/B testing
• Cross-team collaboration strengthened editorial consistency and trust
• Innovation: introduced TikTok as a new format for climate storytelling

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Why It Matters

Planet A demonstrated that climate journalism can succeed on social media without losing rigor. By combining data-driven strategy with journalistic integrity, the channel grew its reach while maintaining accuracy, diversity of perspectives, and trust.

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