With over 16 years of experience in digital media, Leslie Morgan has mastered the art of audience growth and content strategy across platforms like YouTube, TikTok, and more. In this conversation, she shares insights on testing content, pivoting in a changing industry, and how the kids’ and family space is evolving.
Leslie, tell us about your background and how you became a leader in digital media.
Thanks, Jeff! My journey started in traditional media, working on independent films and TV projects. But during the 2008 recession and the writers’ strike, I pivoted to digital media. I joined Berman Braun (now Whalerock) on a project that involved homepage placement on YouTube, and I’ve been in digital ever since. Over the years, I’ve helped brands and creators grow their audiences and scale their businesses, focusing on strategy, operations, and content.
What advice would you give to creators in the kids’ and family space trying to grow their YouTube audiences?
First, be realistic about monetization. Made-for-kids content has lower ad revenue due to less advertising inventory due to COPPA. YouTube success in this space requires testing and analyzing what works. For example, look at your analytics to identify moments that resonate with your audience—whether it’s a specific character or type of content—and double down on those.
Compilations are key for kids’ content. Repurpose your episodes, slice them into different segments, and test variations to see what clicks. Success rarely happens overnight. It often takes trying a concept 17 different ways before something sticks.
What lessons have you learned about content strategy from your work in kids’ media?
One example is a series I worked on with a puppet and rotating child actors. Over 22 episodes, we saw that certain kids resonated with the audience more than others. By analyzing data, we leaned into the performers and moments that viewers connected with, which informed future creative decisions.
Another takeaway is treating content like a format—something you can adapt, tweak, and evolve. Test versions A and B, learn from the data, and create version C. But remember, data is just one piece of the puzzle. Trust your intuition and creativity too.
What advice would you give to creators trying to choose which ideas to pursue?
Start by engaging with your audience, even if it’s small. Ask them what they want to see, and balance that with your passions. Transparency is key—let them know if you’re trying something new.
Look at market trends and successful formats, then put your unique spin on them. For example, Bernie Su and Hank Green’s Lizzie Bennet Diaries reimagined Pride and Prejudice as a modern-day vlog, making it relatable to a younger audience.
Monetization can be a challenge, especially for scripted creators. What are some practical tips for generating income?
Monetizing scripted content is tough, especially without brand sponsorships. You might need to explore side hustles like consulting, teaching digital courses, or selling digital products. It’s also crucial to lower production costs to maximize profitability.
Creators should also think creatively about partnerships. Collaborations with brands or other creators can help expand your reach and potentially open monetization opportunities. For example, Miss Rachel’s partnership with Sesame Street boosted her visibility significantly and vice versa.
What strategies can creators use to grow their audiences besides testing content?
Collaboration remains one of the best ways to grow. Partner with creators who have similar audiences to cross-promote content. Community management is another key strategy—engage with other channels, comment on their content, and build relationships. These efforts can attract their audience to your channel.
Posting regularly is also essential. While you don’t want to overwhelm your audience, you need to stay consistent. If you’re only posting once a month, you’re missing opportunities to connect.
You’ve successfully navigated career pivots and layoffs. What advice would you give to professionals looking to stay relevant in a changing industry?
Identify your transferable skills and lean into them. If you’re pivoting into a new space, like digital from traditional media, speak to people in that field to understand how your skills apply.
Don’t be afraid to reach out cold to potential connections. One of my career breakthroughs came from cold-emailing a company president after reading about them in Variety. The worst that can happen is no response, but the best case could open new doors.
Finally, shift your mindset to embrace possibilities. Instead of focusing on limitations, ask how you can make something work. Keep every door open, because the industry is constantly evolving.
Where do you see the industry, especially kids’ media, in two years?
The industry will need innovative funding models to create high-quality, meaningful content for younger generations. I also hope to see the development of safer ways to engage with kids online, perhaps through COPPA-compliant tech platforms.
In kids’ media, I predict a resurgence of in-real-life (IRL) experiences. Imagine pop-up playgrounds inspired by creators like Miss Rachel, especially in underserved communities. These offline spaces can provide opportunities for kids to play, learn, and connect in meaningful ways.
Legislation around screen time and online safety will likely tighten, prompting parents and creators to balance digital content with offline experiences. Bridging online and offline worlds could be the next big evolution for kids’ media.
