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Liburkina L. M.

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Modeling the Efficiency of a YouTube Channel Content Strategy
Guryanova L. S., Nikitenko O. Y., Pushkar O. I.

Guryanova, Lidiya S., Nikitenko, Oleksandr Yu., and Pushkar, Oleksandr I. (2025) “Modeling the Efficiency of a YouTube Channel Content Strategy.” Business Inform 11:256–263.
https://doi.org/10.32983/2222-4459-2025-11-256-263

Section: Economic and Mathematical Modeling

Article is written in Ukrainian
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UDC 330.4

Abstract:
This article examines the challenge of improving the efficiency of enterprise digital marketing in the context of the dominance of video content. The study proposes a conceptual framework for modeling, assessing, and optimizing a YouTube channel content strategy for B2B sector companies that face the challenge of efficiently allocating resources between producing short viral videos (Shorts) and in-depth expert content. The proposed conceptual approach to modeling the efficiency of a YouTube channel content strategy combines data analysis methods (cluster analysis using the k-means method, multiple regression) for parameter calibration with system dynamics modeling for forecasting and analyzing the outcomes of implementing various YouTube channel content strategy options. Based on empirical data from an operational YouTube channel, significant differences were observed in the conversion efficiency of different video formats. A simulation model was developed in the Vensim PLE environment, with an architecture based on the interaction of the accumulators «Subscribers» and «Brand Reputation» through feedback loops. The simulation model accounts for nonlinear effects of audience saturation and the «reputation loop», which is a critical factor in B2B sales. Scenario analysis results showed that a strategy of maximizing reach through short videos (Shorts), despite rapid subscriber growth, is ineffective for lead generation. In contrast, a balanced strategy that combines the virality of short videos (Shorts) with building trust through long expert videos significantly improves the efficiency of a YouTube channel’s content strategy. These results allow companies to move from intuitive content planning to a data-driven optimization of marketing budgets aimed at maximizing the key performance metrics of marketing activities.

Keywords: internet marketing, B2B segment, YouTube, content strategy, lead generation, system dynamics, cluster analysis, resource optimization.

Fig.: 3. Tabl.: 1. Bibl.: 12.

Guryanova Lidiya S. – Doctor of Sciences (Economics), Professor, Professor, Department of Economic Cybernetics and Applied Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Nikitenko Oleksandr Yu. – Master, Department of Economic Cybernetics and Applied Economics, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Pushkar Oleksandr I. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Computer Systems and Technologies, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

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