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Video Strategy & Content Systems Experience
From: Apollos Griffin
Focus
Content strategy, content systems, and strategic video leadership that support trust, qualified demand, and long-term business growth. On-camera experience is used intentionally to reinforce clarity and credibility, not as the primary value.
Purpose
This page provides a concise, evidence-based snapshot of how I design and lead content systems that treat video as business infrastructure. It highlights the strategic thinking, execution leadership, and real-world outcomes behind my work, so employers can quickly understand how I create clarity, consistency, and measurable impact through content at scale.
QUICK CONTEXT
This work reflects my approach to using content as a business system, not just as creative output. I’m drawn to roles where content is expected to educate, build trust, and support real decision-making, rather than exist for visibility alone.
I operate as a content systems leader who is comfortable moving between strategy, execution, and leadership. While I have strong on-camera experience and use it when it adds clarity or credibility, my primary focus is designing and guiding content ecosystems that work at scale.
Across both internal leadership roles and independent work, I’ve built and led content operations centered on consistency, clarity, and trust. I’m particularly interested in how content functions across the full customer journey, how it prepares audiences, reduces friction, and supports confident action over time.
This section is intended to give a practical sense of how I think, how I work, and how I approach content as infrastructure that drives measurable outcomes, not just individual pieces of media.
Table of contents
  • LARGE SCALE CONTENT SYSTEM
LARGE SCALE CONTENT SYSTEM
SHABBY FABRICS
Role: Video Department Manager (Employee)
Timeframe: April 2023 – Present
What I Stepped Into
When I joined Shabby Fabrics, the video department was actively producing content, but the operation lacked consistent workflows, shared standards, and long-term scalability. The team was capable, but execution depended heavily on individual effort rather than repeatable systems.
My initial focus was to bring structure, clarity, and reliability to the video function so the team could operate more efficiently while maintaining quality and brand consistency.
What I Built
  • Established clear production workflows and shared standards to improve consistency and execution confidence
  • Developed production templates and reusable assets to reduce friction and increase throughput
  • Helped shape a functional studio environment with improved audio quality and technical reliability
  • Built systems capable of supporting daily deliverables alongside longer-term campaigns
  • Created standards that allowed the team to move faster without relying on hero-mode execution
Operating Context
Shabby Fabrics is a long-established brand with deeply rooted processes and a conservative approach to change. While this creates stability, it also places practical limits on how quickly new formats, platforms, and optimization strategies can be explored.
Within that context, my role has required balancing respect for existing practices with incremental improvement, introducing structure, improving reliability, and applying data-informed recommendations where alignment allowed. I regularly collaborated with internal teams to provide strategic input on packaging, presentation, and production quality, even when broader experimentation was constrained.
This environment sharpened my ability to:
  • Operate effectively within real-world limitations
  • Improve systems without disrupting established culture
  • Identify growth opportunities while prioritizing trust and consistency
  • Deliver value even when change must be gradual
Channel-Level Results
(During My Tenure: April 10, 23 - current)
16.5M
Views
1.5M
Hours of watch time
+70.9K
Subscribers
(channel now ~486K)
$91.5K
Direct YouTube revenue
A recent 28-day period delivered ~80% more views than the channel's usual baseline

A note on attribution: These outcomes occurred while I led video operations. I view my contribution as system and execution support, not single-person credit.
How the Content Is Used
The videos we create are not limited to YouTube discovery:
  • Used organically on YouTube
  • Repurposed in email marketing campaigns
  • Embedded on product pages to help customers understand what they're buying
I treat video as a core business asset, not just a content channel.
What Consistently Performs Well
  • Long-form, educational videos
  • Product-adjacent tutorials that reduce buyer friction
  • Clear, trust-based formats (not hype-driven content)
Many of these videos consistently land in the 8K–26K+ view range with ~99–100% audience approval on a mature channel.
Beyond Marketing
Not every video is meant to sell a product.
I also created a short, culture-focused hiring video to support swing-shift recruiting. Within about two weeks, the team had hired the staff they needed.
That project reflects how I design video around the actual business goal, not just the metric.
Shabby Fabrics 2025 Video Department Performance Summary
In 2025, the Video Department focused on building high-quality, reusable video assets that support product education, marketing campaigns, seasonal initiatives, and long-term brand trust.
Despite a ~30% reduction in publishing volume compared to 2024, the YouTube channel achieved higher total views, demonstrating stronger discovery, improved content relevance, and better packaging efficiency.
5.54M total views in 2025
+14.9% YoY
This performance reinforces that video continues to be one of Shabby Fabrics' most effective and compounding business assets when treated as a system rather than one-off deliverables.
Role of the Video Department
The Video Department exists to support the business by:
Educating customers and reducing purchase friction
Supporting product launches and seasonal campaigns
Providing evergreen assets for YouTube, email, and the website
Strengthening brand trust and long-term audience engagement
Video is not treated as a single platform deliverable, but as infrastructure used across marketing and customer touchpoints.
2025 Content Production Details
Long-Form Video
62
Tutorials
44
Overviews
12
Promotional Videos
3
Quilt Retreat
6
Notion Videos
3
Seasonal Messages
2
Showroom Videos
132
Total Long-Form Videos
Short-Form Video Output
Total Reels
140+
In 2025, the Shabby Fabrics YouTube channel published:
Total Channel Output
230 LIVE
Note: we made a lot of content specifically for advertising this year that did not end up on the youtube channel.
Channel Performance Overview (YouTube)
Core Metrics — 2025
5.54M
Total Views
461.4K
Watch Time (hours)
+19.5K
Subscribers Gained
$26,207
Estimated Ad Revenue
End-of-Year Subscriber Count:
~486.9K+
Year-over-Year Context (vs. 2024)
Views
+14.9%
Publishing Volume
~30% fewer uploads
Watch Time / Impressions / Revenue
Slight decrease, consistent with reduced volume

Key takeaway: Individual videos carried more discovery and longevity, offsetting reduced output.
Biggest Win: Increased Discovery & Reach
The most significant success in 2025 was the channel's ability to generate more views with fewer videos published.
This indicates:
Improved topic selection
Stronger titles and thumbnails
Better alignment with audience intent
Increased YouTube discovery through Browse and Suggested
This is a strong signal that content quality, clarity, and packaging improved year-over-year.
Audience & Content Health Indicators
This shows continued reach into new audiences while maintaining a returning core community.
Top-Performing Long-Form Content (2025)
Shabby Fabrics 20th Anniversary Celebration
~90,197 views
Strong engagement and brand storytelling performance
How to Make an Apron Hot Pads | Shabby Fabrics
~26,795 views
73 comments
~99.5% like ratio
How to Use the Creative Grids Hunter's Star Tool
~23,701 views
53 comments
~99.0% like ratio
How to Make a Charming 8 Pocket Tote
~27,631 views
69 comments
~98.5% like ratio
How to Make a Quadrangle Quilt Block
~21,598 views
70 comments
~99.7% like ratio
How to Make a Stained Glass Quilt Block
~22,172 views
50 comments
~99.3% like ratio
How to Make a Folded Star Table Topper
~29,927 views
92 comments
~97.9% like ratio
Join Shabby Fabrics for Our Showroom Grand Opening
~25,897 views
202 comments
~100% like ratio
These videos consistently achieved:
  • Strong engagement
  • High like-to-dislike ratios (~98–100%)
  • Long-term evergreen performance
Top-Performing Short-Form Content (2025)
"Make adorable apron hot pads with Tammy!"
~363,656 views
~98.0% like ratio
Product-driven short with very high discovery
"The cutest winter quilt is now available…"
~249,418 views
~97.9% like ratio
Seasonal product highlight
"Join Tammy in this mini tutorial…"
~249,759 views
~97.5% like ratio
Educational short-form performance
Short-form content proved effective for discovery while reinforcing product interest and brand awareness.
Performance Pattern Observations
Based on these high performers:
Educational tutorials
consistently land in the 20K–30K+ range
Short-form product highlights
regularly exceed 250K–360K views
Engagement quality is exceptionally strong
Like ratios consistently 97–100%
Comments present even on Shorts (not common)
Mix of:
  • Evergreen education
  • Seasonal content
  • Brand storytelling
  • Event coverage
This confirms the department is producing repeatable, proven formats, not one-off wins.
CLIENTS & BRANDS
Across both Apollos Imaging and its evolution into Apollos Griffin Studios, I’ve partnered with a range of companies and organizations to support marketing and growth initiatives through strategic content development.
These engagements were not agency-of-record relationships. Instead, my role was to help teams move from ambiguity to clarity, by designing a focused content approach and delivering high-quality photo and video assets that internal teams could deploy confidently across their own channels and campaigns.
My work with clients typically involved:
  • Understanding the business context and the specific marketing or growth objective
  • Translating that objective into a clear, practical content plan
  • Producing photo and/or video assets aligned to that strategy
  • Delivering clean, well-structured assets ready for internal distribution and execution
I was not responsible for ongoing posting, ad spend, or channel management. The value I provided was strategic clarity, intentional execution, and content that internal teams could use effectively, supporting trust, consistency, and downstream results without adding operational complexity.
Clients & Brands
Across these projects, my consistent responsibility was content creation itself, planning, filming, and editing assets that marketing teams could immediately put to work.
1
Evergreen Electric
Content strategy, professional photography, and external marketing reel
2
Azure Northwest
Photo/video content aligned to marketing objectives
3
Lily (real estate investing firm)
Video Campaign for advertising and promoting their classes, testimonials of the class results
4
509 Cryo
Marketing video showcasing the brand and the services
5
Krav Maga Spokane
A multi video content plan: main campaign ad and testimonial videos
6
DoubleTree by Hilton
Internal marketing photo/video assets
7
Avista
Internal communications ( group and individual images ) and visual content for social media
8
Triple Play
Internal marketing content, and social media content for charity events
9
Sony Music
Music video for Jay Leo
10
Thomas Hammer Coffee
Marketing photo assets
11
1st Phorm
Video editing for branded content
12
Dream Team
Promotional content production
13
One Place Church, ID
Camera Operator, Event Videographer, Location Setup
14
WesterBerg Steam Fundamentals Online Course
An intensive multi layered course filmed in studio, edited, built and hosted on teachable with quizzes and workbook materials. https://www.westerbergcourses.com/
15
Cannon Studio 7
I was a key leader in a partnership building a full content studio in Spokane, WA. I lead the ideas for remodels, website dev, lead the photo and video projects inhouse and for clients. I joined the project in 2020 and left in 2022. https://cannonstudio7.com/
ON-CAMERA
APOLLOS GRIFFIN STUDIOS
Top Long-Form Video
  • ~6.1K views
  • ~ 167.1k Impressions
  • ~ 294 hours of watch time
  • +63 subscribers
  • Strong early retention and meaningful comment engagement, 64%
  • 3.3% CTR
Short-Form
Results in the first 72 hours
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This is an interactive portfolio presenting my resume, video assessment, and supporting work.
The material is organized into discrete sections that reflect both traditional qualifications and applied experience.