Kyle Redstone

Dr. Dustin Portela

A production and SEO system for a dermatologist's YouTube channel.

A walkthrough of the ClickUp hub I built for the channel.
Client
Dr. Dustin PortelaDirect client
Year
2023
Role
Creative Director and YouTube Channel Manager

Overview

Dr. Dustin Portela is a dermatologist with a large skincare audience on TikTok. In 2023 I was brought on for six months as Creative Director and YouTube Channel Manager to build his long-form YouTube channel: branding, SEO, and the production system behind it.

The challenge

His audience was big, but his traffic was fragmented. His content was split across a short-form channel and a long-form channel, so viewers were sent from TikTok to one channel and then on to another. The long-form channel had a little traction. My job was to build it with clear branding, strong SEO for specific videos, and a way to earn from it.

Creative approach

I built one chain of systems. First, a ClickUp hub for Dustin, his shooting and editing team, and me, so every video was tracked through every stage with its assets in one place.

That hub held a bank of video ideas, and I scored each one for SEO in TubeBuddy and on YouTube search, looking for high search volume and low competition. Ideas that passed were checked against what we could monetize through affiliate products for his audience.

That was the reason for building the long-form channel in the first place.

ClickUp board showing each video moving from To Do through Outlining and Scripting, Filming, Editing, Review and Upload, Ready to Publish, and Complete

What I personally owned

  • Built the ClickUp production hub, from idea through filming, edit, review, thumbnail, and publish
  • Researched and scored every video idea for SEO before it was made
  • Designed thumbnails and optimized channel and video descriptions
  • Built a description template that lists every featured product with a tracked link
  • Acted as the liaison between Dustin and the external editing agency
  • Edited selected videos myself, including the Coachella vlog

Production and logistics

Term
6 months, 2023
Output
About 30 long-form videos
Team
Dustin, 1 external editing agency, Kyle
Tools
ClickUp, TubeBuddy

Systems

Swimlane chart of a video production process with seven roles: client, production manager, creative director, graphic designer, shooter, editor, and color grader, across ten phases from concept to delivery
A similar chart set who was responsible for each step, end to end. This example is from another engagement, with the client's name removed.
ClickUp idea board with ideas sorted into Ideas, Rejected, Yes to Do, and Complete, tagged by topic and affiliate type
Idea bank
YouTube video description with a Products Mentioned list, a link for each skin type, a shop collection, podcast links, and an affiliate disclaimer
Description template

Thumbnails

  • Thumbnail: Best Moisturizers for all skin types

    CeraVe vs. Neutrogena - Top 5 Recommended Products!

  • Thumbnail: Doctor Reaction, Sydney Sweeney skincare routine

    Derm Reacts to Sydney Sweeney: Skincare Routine Tips & Tricks You NEED to Know!

  • Thumbnail: Do you know skincare, check or cross

    Dermatologist Gives Away Skincare Products - Skincare Trivia with Dr Dustin Portela

  • Thumbnail: Microneedling, watch this first

    Dermatologist Explains What You Need To Know About Microneedling!

  • Thumbnail: Ephemeral tattoo, scam or legit

    Ephemeral Tattoo Review Video

Selected work

Coachella Experience - Dermatologist Vlogs the Neutrogena VIP Trip!

Edited by Kyle Redstone

May 9, 2023

CeraVe vs. Neutrogena - Top 5 Recommended Products!

Thumbnail, SEO, and description template

Sep 10, 2023. Finished in August, published in September.

Deliverables

  • ClickUp production hub with a template for every video
  • SEO-scored idea bank
  • Thumbnails
  • Video description template with tracked affiliate links
  • Channel and video SEO optimization

Outcome

  • About 30 long-form videos moved through the pipeline in six months.
  • Dustin left with a repeatable way to choose, make, and monetize his videos.
  • Some ideas that scored well underperformed, and others we did not expect did very well. The scoring gave direction, not a guarantee, so we stayed flexible and put more behind whatever started to take off.

Credits

Relationship
Direct client
Client
Dr. Dustin Portela
Creative direction, channel management, SEO, thumbnails
Kyle Redstone
Editing
External editing agency, coordinated by Kyle Redstone
Coachella vlog, edit
Kyle Redstone

Six-month contract, 2023. Videos finished in August and published in September are included. Thumbnails and branding have been updated since, and some videos have been taken down, so only work that is still visible is shown.