In this breakdown, we'll analyze where Intercom's video strategy falls short, why their approach isn't delivering results, and what specific changes could transform their performance. The lessons here apply to virtually any B2B company trying to crack the video content code.
The first sign that something's off appears immediately upon visiting Intercom's YouTube channel. With 675 videos, 11,700 subscribers, and a bewildering array of playlists covering everything from product updates to conference highlights to multiple podcast series, it presents a classic case of content confusion. The channel lacks a coherent identity or clear audience focus. As Sergey noted: "I don't know who the audience is for this channel. That's like the biggest screaming problem. I spent two hours on this... Is it people working at Intercom? Is it just tech people generally? Is it customers? Is it prospects?" This confusion manifests in multiple ways:
The result is predictable: despite substantial investment, view counts remain low, with most videos struggling to reach even a small fraction of their subscriber base - a clear sign that the content isn't resonating.
Digging deeper, several fundamental issues emerge that explain why Intercom's video strategy isn't working:
Unlike their thoughtful approach to written content, Intercom treats YouTube as a dumping ground rather than a strategic platform with specific viewer expectations. As one observer put it: "Intercom doesn't have the mindset of 'Oh, we're going to build a video strategy in the first place.' Across the board, the video content is treated like it's 2008, not 2024." This repository approach is evident in their handling of content across platforms:
Intercom has invested heavily in high-production value content, particularly their "Off Script" series and monthly product updates that mimic Apple's keynote style. While visually impressive, these productions fundamentally misunderstand what drives YouTube success. "If you want to be Apple, why are you gating your content? Because if you want to be Apple, then everything's available for free," notes one analyst. "Apple doesn't care how many people watch their keynote because they're Apple. They've got billions of dollars." This "Apple keynote effect" reflects a common B2B misconception - that premium production value alone will drive viewership. The reality is that unless you're already Apple, viewers care far more about relevant content that addresses their specific needs than slick production.
Basic YouTube optimization principles are consistently overlooked:
These issues reflect a larger problem: the absence of anyone with deep YouTube or video marketing expertise guiding their strategy.
Despite these issues, Intercom has tremendous potential to build a successful video strategy. They have:
To capitalize on these advantages, Intercom needs a fundamental reset of their video approach:
Rather than trying to create content for everyone, Intercom should identify their primary customer persona and build their channel specifically for them. Their most successful content already centers on AI and customer service - areas directly aligned with their product offering. By conducting proper YouTube SEO research to identify trending topics in this space, they could develop a content calendar that both resonates with their audience and performs well in search.
Instead of maintaining three different podcasts plus product updates plus conference content, Intercom should:
"You don't need three podcasts," noted Joe. "Just making one show work is an insane amount of effort." By consolidating their efforts, they could dramatically improve quality and consistency.
The Apple-style production approach should be replaced with content structured specifically for YouTube success:
For product updates specifically, Intercom should look to companies like Ahrefs that successfully integrate product features into educational content rather than creating standalone announcements that few people watch.
Rather than featuring different presenters across various formats, Intercom should identify a consistent on-camera personality who can become the face of their channel. While the CEO could potentially fill this role for key content, finding a dedicated presenter who can commit to consistent production would be ideal.
With 112 written case studies but only six video testimonials (most from three years ago), Intercom has a massive opportunity to convert successful customer stories into video format. These could serve multiple purposes across sales enablement, ads, and organic content.
The irony of Intercom's situation is that they already understand what makes content marketing work. Their written content success was built on the exact principles they're neglecting with video: consistency, audience focus, educational value, and playing the long game. As Sergey mentioned: "Intercom genuinely has a similar opportunity right now with video about AI as they had back when blogs were coming in, where they made a lot of results." Capitalizing on this opportunity will require difficult decisions about resource allocation. Video demands significant investment, and building a successful strategy means potentially redirecting budget from other initiatives. However, with the content landscape increasingly favoring video across all platforms, this shift represents a strategic necessity rather than a tactical option. For Intercom - and the many B2B companies in similar positions - success in video won't come from half-measures or treating the channel as secondary to written content. It requires the same level of strategic focus, audience understanding, and consistent execution that built their reputation in the first place. By applying the fundamental principles that made their blog successful to their video strategy, Intercom could transform their YouTube presence from an expensive disappointment into a powerful driver of brand awareness, thought leadership, and ultimately, business growth.