Zvezdan Zdravic, Founder and CEO of 7clouds

Marketing luminary Seth Godin once said, “Marketing is no longer about the stuff you make; it’s about the stories you tell.” And there’s no better way to tell stories than through the magical blend of visuals and sound that is video content. It’s no secret that video has become a powerful marketing tool. According to a Demand Metric and Vidyard report, 83% of marketers say video is more important than ever, with 87% of businesses using video as a marketing tool and 93% saying that video converts the same as or better than other forms of content.

Behind the Scenes: The Making of a YouTube Music Giant

Enter the world of 7clouds, a YouTube channel, record label, and music curation brand that has tapped the power of video content to create an immersive experience for millions worldwide. Born from the passion of Zvezdan Zdravic, a music enthusiast turned digital entrepreneur, 7clouds has evolved from a personal platform for sharing eclectic music mixes to the largest lyric video channel in the world and one of the most subscribed music channels on YouTube.

According to the social media analytics platform Social Blade, 7clouds boasts 21.2 million followers and a staggering 15.9 billion video views—numbers sure to hush a roomful of marketers eager for takeaways from lessons learned.

Adapting to the Beat: Harmonizing Content with Audience

7clouds is the largest video lyrics channel in the world with more than 21 million subscribers.

“Our journey with video content is a narrative about being flexible and adapting to an audience,” Zdravic says, explaining how 7clouds was initially a space where he could share his love for electronic dance music (EDM) and gaming mixes. But, as the brand grew, Zdravic quickly expanded to present music with lyrics for artists in various genres. This strategic flexibility worked, as is evident in the channel’s impressive growth. Recent stats from Social Blade show a consistent monthly increase of around 200,000 subscribers and more than 235 million video views.

Orchestrating Diversity: 7clouds’ Inclusive Approach

Another key to Zdravic’s success has been his focus on diversity and inclusion. “They’re not just buzzwords,” he says, although video advertisers have been slow to act otherwise. The December 2022 “Diversity in Ad Creative” report revealed that 73% of actors appearing in video ad creative in 2022 were white, more than in 2020 and 2021.

Zdravic agrees. “Our giving voice to diverse, emerging artists helped 7clouds build a diverse, loyal community,” he says.

Composing Video Content Success: The 7clouds Blueprint

Follow the 7clouds blueprint for success with video content

Whether you’re a small business owner, creator, or entrepreneur, you’ll find several key lessons for using video to grow your brand from Zvezdan Zdravic’s journey with 7clouds.

• Know your audience: Adjust and adapt based on listener preferences. Stay tuned to what your audience wants and be flexible enough to tweak what you offer in response to the insights you glean.
• Create and innovate: Experiment with new content formats to open up new channels for engaging with your audience and differentiating your brand. The goal is to stand out by offering something new, unique, and different.
• Cultivate community: Get out there, be seen, chat with your customers on social media, and keep your listening ear tuned by sending regular surveys. Create a multifaceted community experience.
• Educate to empower: Position yourself as a thought leader and add another layer of value to your brand by offering educational courses, coaching, or insights you’ve discovered along the way.

“For me, success is about the artists we’ve been able to help, the stories we’ve been able to tell, and the community we’ve built,” Zdravic says.