Ahrefs, how they've conquered YouTube

Ahrefs have dominated YouTube.

As of writing this, they’re currently sitting on 585,000 subscribers.

I mean, it kinda doesn’t even sound real haha… a B2B SaaS company with over half a million subscribers 🤯

So in this first Video First newsletter, I’m going to break down some of the key factors that I think have contributed to their growth.

1. They don’t just play the SEO game.

Notice anything about these video titles?

“I Used ChatGPT to Rank #1 in Google (in One Hour)”

“I Tried Viral SEO Tips to Rank #1 in Google”

“SEOs: Do This to Make Google’s Algorithm Love You”

“I Paid Zero-Star Fiverr Freelancers to Rank #1 on Google”

The common thread? These titles lean more toward browse-based ideas rather than strictly SEO-driven ones, meaning they appeal to a much broader audience.

There are two main approaches to YouTube content:

SEO-focused videos that target specific keywords.

Browse/viral-oriented videos that appeal to anyone with a general interest in your channel’s niche, such as marketing or SEO.

Ahrefs initially focused on the SEO approach, but in recent years, they’ve transitioned to more browse-oriented content. This is also the approach I’d recommend.

Start by building a foundation with SEO-driven videos to secure quick wins in keyword rankings, then gradually shift to browse/viral topics to expand your reach.

2. Creator-led, not company-led.

One of the biggest reasons B2B channels fail is the lack of a consistent presenter or creator in their videos.

Ahrefs, however, has maintained the same consistent face for the past six years. 

Sam, the channel’s presenter, has appeared in hundreds of videos over this time, and that continuity is likely the biggest reason for the channel’s success.

A major factor in why viewers return to a channel is the connection and affinity they feel with the creator. The mannerisms, the intro catchphrases, the sense of humor—all contribute to a 'connection' that’s essential for building a loyal audience.

For SaaS companies looking to build a YouTube strategy, I always recommend involving senior team members (ideally, the founder) as presenters. Why? They’re likely to stay with the business long term, making them strong candidates for building that ongoing creator relationship.

Alternatively, consider partnering with existing creators in your industry who are already experienced in making video content.

3. They treat Ahrefs like a sponsor, not the main video topic.

While researching for this breakdown, I came across a video Ahrefs released earlier this year titled 'The Google Loophole That Created Overnight Millionaires.' 

To me, this video perfectly encapsulates their approach:

Deliver high-quality ‘edutainment’ around SEO and marketing while subtly weaving Ahrefs into the story.

This is the opposite of the approach taken by 99% of B2B YouTube channels.

At first glance, you might assume a channel named Ahrefs would focus only on talking about their product. But in reality, Ahrefs features more as a sponsor of the content than its central topic.

Here’s the thing: no one (well, with rare exceptions) goes to YouTube to watch a SaaS product pitch. People come to YouTube to be educated and entertained.

Ahrefs understands this, which is why they only mention their product when it naturally fits the video’s narrative.

4. Bingeable series and course content.

People don’t just binge on Netflix—they binge on YouTube, too.

This is especially true when you create in-depth, course-style content like Ahrefs does.

In my view, this ‘series/course-driven’ content has been a key factor in their channel’s success and likely yields the highest ROI.

Why?

Because it positions Ahrefs as true experts in the field and provides the most actionable content for their audience.

After watching one of Ahrefs’ video courses for the first time, two things probably happen:

• They either sign up for the tool or expand their use of Ahrefs.

• They become more loyal subscribers and repeat viewers.

5. They package videos like a creator, not a SaaS company.

Head over to the Ahrefs channel, and it’s immediately clear that this isn’t your typical 'B2B SaaS company YouTube channel.'

- No rigid design guidelines for the thumbnails.

- No crazy long, unappealing video titles.

- No 15 second corporate logo intro on the videos.

Instead, it leans much more towards how a creator would package up their videos (thumbnail, title, intro hook, story etc.) than how a B2B SaaS company would.

And that’s exactly how it should be approached… if you actually want to get people to click on your videos.

Thanks for reading the first Video First newsletter :)

Every Wednesday a new video strategy breakdown or video insight will be delivered to your inbox. All feedback is appreciated!

- Joe, Co-Founder of Sway One (SaaS video marketing agency)