Sonos YouTube Content Strategy

Role

Copywriter

Content Strategist

Overview

There were hundreds of how-to and tutorial videos about Sonos on YouTube, but none from the brand itself. This meant that customers seeking help with their sound systems were finding creator content instead of official Sonos guidance. The Brand Creative Team was tasked with rebuilding the channel from the ground up — owning the narrative on the platform, showing up during the most relevant searches, and positioning Sonos as an authority in sound.

We transformed our LA retail space into a dedicated production studio and built a monthly content engine for YouTube, Instagram, and TikTok. I led the content strategy and wrote 67 video scripts over 1.5 years, while supporting production partners on set to ensure messaging translated from script to screen.

Content Strategy

The strategy started with SEO research. I identified the highest-volume support searches around Sonos products and built a monthly editorial calendar directly targeting those queries. A search like "how to connect to Bluetooth on Sonos" had strong volume but zero official brand content ranking for it. That became the brief.

Production

From that keyword insight, I scripted a 60-second walkthrough covering Bluetooth pairing across the Sonos product line. The goal was to answer the customer's question within the first few seconds and keep the video concise enough to hold attention through to the end.

Content Tiers

Guides

Sound Explained

I developed four core content categories to serve different audiences and funnel stages. How-To videos addressed top-searched support questions. Sound Explained content positioned the brand as an innovator in sound. Product Guides gave prospective buyers the feature breakdowns and comparisons they needed during consideration, and System Tips helped owners get more out of their existing setup. The mix meant the channel served existing owners and prospective customers alike.

How-To

System Tips

Cross-Channel Distribution

Each video was distributed cross-functionally beyond YouTube. These videos were embedded in post-purchase and onboarding emails, surfaced through in-app messages, placed on PDPs and landing pages on sonos.com, and cut into bite-sized formats for Instagram, YouTube Shorts, and TikTok. A single video scripted to answer a search query could also reduce support tickets in an onboarding email or drive consideration on a PDP.

Email

App

Website

Social

Results

  • 67 videos produced over 1.5 years.

  • 3M+ organic channels views within the first year.

  • Approximately 6% of site traffic to sonos.com came directly from YouTube in 2024.

  • Viewers generated $6M in revenue within one month of watching a video.