Digital Marketing and Engagement on Youtube: Strategies for True Crime Channels in Brazil

Michele Santos Yoshii; Milene Rocha Lourenço Leitzke

DOI: 10.22167/2675-6528-202603294

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

The phenomenon of true crime has consolidated itself as a growth niche on Brazilian YouTube, driven by the expansion of digital media and public fascination. However, many creators have faced difficulties in achieving sustainable growth. This study analyzed how digital marketing strategies influenced the growth, engagement, and monetization of Brazilian true crime channels on the YouTube platform. A mixed-methods research approach was adopted, combining qualitative and quantitative methods, with an exploratory and descriptive nature. Four Brazilian channels in the niche were analyzed through documentary analysis of content, collection of public metrics via Social Blade and Noxinfluencer, and the application of questionnaires to four creators and 104 viewers. The results showed that the highest-performing channels adopted distinct strategies, such as a linear and contextualized narrative approach, personalized emotional communication, a technical-informative stance, or provocative opinion-based content. Convergence was observed between creators and the audience regarding the centrality of storytelling for retention, with most viewers stating that the way the story was told determined continued viewing. Creators indicated average retention time as the most predictive metric for sustainable growth, although 100% relied exclusively on AdSense for monetization, revealing financial vulnerability. It was concluded that success in the niche depends on the integration of digital marketing, consistent narrative identity, and ethical responsibility.

Keywords: creator economy; digital engagement; content marketing; storytelling; true crime.

1. Introduction

True crime cases have fascinated different audiences throughout history. Criminal narratives, by revealing interrupted lives, violent behaviors, and the pursuit of justice, have sparked curiosity and diverse emotions. Although this interest dates back to earlier periods, it gained new reach with the expansion of digital media. This growth can be explained by how media and content marketing broaden the reach of narratives that evoke emotional interest and identification in the public (Kotler, 2017).

The rise of digital platforms has transformed this interest into a global phenomenon. According to Barboza (2023), online platforms have consolidated themselves as central spaces for the consumption of criminal narratives, especially in Brazil, where the “true crime” niche has experienced accelerated and continuous growth. In this context, YouTube has stood out as one of the main platforms for the circulation of this content, offering massive reach, monetization tools, and a dynamic based on audience engagement.

Despite the strong demand observed, a large part of the content creators in this segment faced difficulties in achieving sustainable growth. According to data from Think with Google (2024), more than 80% of channels operating in competitive niches showed stagnation after six to twelve months of activity, mainly due to low retention, unattractive titles, lack of strategic planning, and absence of consistent digital marketing practices. This discrepancy revealed an important gap, demonstrating that even with a highly interested audience, many true crime channels remained invisible to the algorithm. Creators encountered obstacles in maintaining engagement, developing brand identity, and transforming their audience into an active community.

In this scenario, understanding the role of digital marketing represented a differential capable of boosting these channels and making them solid ventures. Digital marketing is recognized as one of the main forces of success in highly competitive environments (Kotler, 2017). Within it, content marketing has taken a central role, where, unlike traditional advertising, which interrupts the user experience, it creates value by offering informative, educational, or entertaining materials that stimulate emotional connection and engagement (Pulizzi, 2014). The Content Marketing Institute report (2024) indicated that 78% of organizations that invested in content marketing considered it decisive for organic growth and strengthening credibility. In a digital environment where attention is limited, producing relevant and well-structured content has proven crucial for standing out. This logic applied directly to true crime channels, which needed to maintain audience interest amidst the saturation of similar content. Understanding how digital marketing strategies, including storytelling, use of metrics, construction of thumbnails, titles, and editorial calendar, influence performance on YouTube has proven essential for comprehending the dynamics of this emerging niche.

Given this scenario, the following research question arises: how do “true crime” creators use digital marketing practices to grow, engage, and monetize their channels? Thus, this study has the general objective of analyzing how digital marketing strategies influence the growth, engagement, and monetization of Brazilian true crime channels on the YouTube platform.

2. Material and Methods

The present study adopted a mixed methodological approach, combining qualitative and quantitative elements, of an exploratory and descriptive nature. This choice was justified by the complexity of the phenomenon investigated, as advocated by Creswell (2010), allowing the integration of different types of data for a comprehensive understanding of the measurable and symbolic dimensions of communication phenomena. The exploratory nature sought to provide greater familiarity with the problem of strategic use of digital marketing by content creators, making it more explicit (Gil, 2008).

Additionally, the research assumed a descriptive character, with the purpose of identifying, organizing, and presenting the observable characteristics of the analyzed channels. It did not seek to establish direct causal relationships, but rather to describe the observed patterns and practices. The unit of analysis consisted of four Brazilian channels in the “true crime” niche on the YouTube platform, selected for convenience and based on specific criteria.

The inclusion criteria for the channels were: (a) content production in Portuguese (PT-BR); (b) having a minimum of ten thousand subscribers; (c) presenting regularity of publication; and (d) maintaining continuous activity for at least one year. The channels were then organized into two analytical groups: one composed of channels with consistent growth (Channels 1 and 2) and another by channels in stagnation or limited growth (Channels 3 and 4), according to Yin’s (2016) recommendation for comparative studies.

Channels 1 and 2 were included because they have more than two years of existence on the platform, regular posting frequency, and a continuous growth trajectory in subscribers and views. Channels 3 and 4 also had more than two years of activity and a consistent publication schedule, but were characterized by a progressive drop in views over the recent period, configuring a distinct performance. For the qualitative analysis of interactions, the three most watched videos from each channel within the analyzed period were selected, as they concentrated a higher volume of comments.

Data collection occurred between January 2024 and September 2025, a period defined by the availability of public data on the platforms. For a more detailed observation of recent performance, publication frequency, and audience response, a specific 30-day time frame was established, from November 12, 2025, to December 12, 2025. This time frame allowed for the identification of current engagement patterns and audience behavior, minimizing interference from previous platform algorithm changes.

The data collection instruments included documentary analysis of content, collection of public metrics, and application of questionnaires. To map the digital marketing strategies, a documentary analysis of the four channels was performed, observing elements such as titles, descriptions, Search Engine Optimization (SEO) patterns, visual identity, thumbnail composition, video narrative structure, publication frequency, editorial calendar, and use of the Community tab.

To measure the performance of the channels through public engagement metrics, data provided by YouTube itself were used, both on public pages and, when available, through YouTube Studio. Complementarily, external digital performance analysis platforms, such as Social Blade and Noxinfluencer, were consulted to obtain standardized comparative data. The information collected included number of subscribers, volume of views, channel growth, and estimated video performance.

To estimate monetization indicators and observe the use of alternative income sources, a complementary documentary analysis was performed, observing public evidence of monetization, such as membership programs, Super Chat in live streams, affiliate links, partnerships, and digital products. Additionally, a structured questionnaire was applied to the four content creators of the selected channels, containing closed-ended questions related to digital marketing strategies, monetization, and performance perception.

To understand the audience’s perceptions of value and engagement, a structured questionnaire was applied to 104 platform users. The participation of creators and the audience was voluntary and non-probabilistic. The invitation and questionnaires were created using the Google Forms platform and distributed digitally, with multichannel recruitment via social media posts and link sharing in thematic WhatsApp groups.

The “snowball sampling” technique was adopted, according to Vinuto (2014), where initial participants indicated new subjects from their contact networks. This strategy was fundamental to reaching a specific and niche audience, such as “true crime” viewers, expanding the capillarity of data collection and ensuring greater reach among viewers in the niche.

The data analysis was conducted in an integrated manner, following three analytical levels: descriptive, comparative, and cross-sectional. The qualitative analysis of contents and interactions was performed through content analysis, according to the methodological procedures proposed by Bardin (2011), a technique that allows for the systematic categorization of messages and the interpretation of recurring meanings and patterns in the analyzed communications.

The research exclusively used public data, not involving the collection of private information or direct identification of users. The comments analyzed were treated anonymously, ensuring participant privacy and respect for good ethical practices in research conducted in digital environments. The channels analyzed were identified anonymously (Channel 1, Channel 2, Channel 3, and Channel 4), and participation in the questionnaires was voluntary, with guaranteed anonymity of respondents.

3. Results and Discussion

The research results, conducted with a mixed approach, revealed patterns and strategies that influence the growth, engagement, and monetization of Brazilian true crime channels on YouTube. The analysis was structured around four main axes: digital marketing and branding strategies, engagement and performance metrics, monetization and creator economy, and audience perceptions and emotional engagement. Although the findings are not generalizable to the entire universe of true crime channels due to the non-probabilistic and intentional sample, they indicate significant trends in the niche.

The comparative analysis between the channels with consistent growth (Channels 1 and 2) and those stagnating or with limited growth (Channels 3 and 4) allowed for the identification of strategic differentials. The higher-performing channels demonstrated a more robust adherence to digital marketing and branding principles, as proposed by Kotler and Keller (2017), who emphasize the need for differentiation in competitive markets. This distinction was observed in both narrative identity and audience communication, crucial elements for building a strong brand in the digital environment.

Digital marketing and branding strategies

The documentary analysis of the four true crime channels revealed the existence of four distinct archetypes of communication strategy, each with its own characteristics that impacted its performance. Channel 1, for example, adopted a predominantly narrative approach, characterized by long videos with a linear and chronological structure of the cases. The narrator’s voice was the central element, and the thumbnails were sober, with images directly related to the cases and short texts, prioritizing clarity and information in the titles. This strategy reflects the importance of well-structured storytelling for audience retention, as highlighted by Freitas and Machado (2023).

In contrast, Channel 2 stood out for an emotional and personalized approach, with a strong presence of the presenter and the use of accessible and empathetic language. The titles were eye-catching and the thumbnails featured facial visual appeal, seeking a more direct and human connection with the audience. This approach aligns with Vaynerchuk’s (2018) guidelines on the importance of authentic connections in saturated digital environments, where proximity to the creator can be a competitive differentiator.

Channel 3, in turn, adopted a technical-informative positioning, focusing on investigative and legal aspects, with an objective narrative. Its titles were descriptive and the thumbnails had few elements of visual impact. Channel 4, on the other hand, presented content of an opinionated and provocative nature, with a strong presence of the creator’s personality, accelerated rhythm, and direct language. The titles were incisive and the thumbnails had high visual contrast. Both channels, 3 and 4, despite distinct approaches, showed less consistent performance patterns compared to Channels 1 and 2, suggesting that differentiation alone does not guarantee growth without strategic execution aligned with audience expectations.

Visual and editorial consistency emerged as a critical factor for brand recognition and memory, corroborating the findings of Gomes and Oliveira (2024) on the role of visual identity in the YouTube feed. Channels 1 and 2, which showed consistent growth, maintained a recognizable visual standardization: Channel 1 with sober thumbnails and informative titles, and Channel 2 with facial visual appeal and expressions of empathy. This visual consistency served as an effective branding element, facilitating audience identification of the creator. In contrast, Channels 3 and 4, in stagnation, demonstrated less visual coherence or excessive variation, which hindered the construction of a solid and memorable brand identity.

Engagement and performance metrics

Public metrics collected via Social Blade and Noxinfluencer, complemented by YouTube data, revealed distinct performance patterns among the channel groups. Channels 1 and 2, classified as consistently growing, maintained a continuous trajectory of increasing subscribers and views between January 2024 and September 2025, with relatively stable audience levels. This stability is crucial for the YouTube algorithm, which prioritizes channels with continuous engagement and audience retention, as pointed out by Lopes and Santos (2023).

In contrast, Channels 3 and 4, categorized as stagnant or with limited growth, showed a progressive drop in views over the recent period. This trend was particularly evident in the 30-day period from November 12 to December 12, 2025. Publishing frequency also varied: channels with consistent growth maintained a regular editorial calendar, while stagnant channels, despite a history of consistent publications, did not demonstrate the same regularity in the most recent period. Consistency in publishing is a key factor for engagement, as it strengthens the bond between creator and audience, creating predictability and expectation, as discussed by Recuero (2020).

The performance drop observed in Channels 3 and 4 aligns with observations from Think with Google (2024), which indicate the stagnation of channels in competitive niches due to low retention and lack of strategic planning. Although detailed CTR (Click-Through Rate) and average retention metrics were not publicly available for all channels, limiting a strict comparative quantitative analysis, the correlation between content strategies and metric performance was evident. Channels with more differentiated approaches, such as linear storytelling or emotional content, showed greater growth stability, suggesting that strategic differentiation positively impacts engagement metrics.

Monetization and the creator economy

Research with content creators revealed an almost exclusive dependence on the YouTube Partner Program (AdSense) as the main source of revenue, cited by 100% of respondents. This centralization on AdSense monetization exposes a significant financial vulnerability, given the absence of diversification into other income streams, such as member clubs, sponsorships, or digital product sales. This dependence contrasts with the recommendations of Souza and Mattos (2023) and Burgess and Green (2018), who suggest diversifying revenue sources to ensure sustainability in the creator economy.

Revenue fluctuation due to algorithmic changes was identified by 50% of creators as the most critical financial challenge. Other cited risk factors included niche saturation (25%) and age restrictions or advertiser guidelines on sensitive topics (25%), inherent to the true crime genre. This data, which would be represented in a bar chart, illustrates creators’ perceptions of financial risks and the instability of the business model based solely on AdSense.

Regarding the dilemma between monetization and ethics, the majority of creators (75%) seek a balance by prioritizing cases with concluded judicial proceedings, in order to mitigate legal and ethical risks. The remaining 25% adopt ethical criteria similar to traditional press, considering public interest and information verification. This ethical stance is fundamental for building credibility and trust with the audience, elements that have proven crucial for the channel’s sustainability, as will be discussed further.

Regarding organic video discovery, creators show a balanced division of efforts. Fifty percent prioritize SEO, optimizing titles and descriptions with high-search keywords in the niche, while the other 50% focus on the visual impact of thumbnails. This distribution of strategies, which would be visualized in a pie or bar chart, indicates the importance of both textual optimization and visual appeal to capture audience attention in the competitive YouTube environment.

The agility in responding to performance data also proved to be a differentiator. Upon identifying performance drops within the first 48 hours of a video’s publication, 75% of participants immediately modify visual and text elements (title and thumbnail) to test new conversion variables. The remaining 25% conduct a technical analysis of the retention graph to identify structural flaws in the narrative. This rapid adaptation capability is essential for optimizing reach and engagement, maximizing the potential of each content.

For long-form videos, over 30 minutes, the predominant strategy to maximize retention consists of investing in journalistic research for the delivery of exclusive information, cited by 75% of creators. This approach is prioritized over purely structural techniques, such as chapter segmentation, mentioned by 25%. This emphasis on content quality and exclusivity reinforces creators’ perception that investigative depth is a key factor in keeping the audience engaged in longer narratives.

This approach is consistent with the creators’ perception of the factors that determine channel success. Seventy-five percent consider average retention time (absolute and relative) as the most predictive metric for sustainable growth. Only 25% focus on the return frequency of unsubscribed viewers. This emphasis on retention aligns with the propositions of Lopes and Santos (2023) and Think with Google (2024) regarding YouTube’s algorithm prioritization of content capable of holding attention for extended periods, indicating that viewer experience quality is valued more than the mere acquisition of new subscribers.

Audience retention is sustained by predictability. Seventy-five percent of creators adopt a fixed publishing regularity, whether daily or weekly, to satisfy the algorithm and build audience anticipation. The remaining 25% base their decisions on the analysis of seasonality and audience behavior. This regularity, according to Recuero (2020), contributes to the construction of social bonds and belonging, fundamental elements for engagement. However, a subutilization of native interaction tools, such as the “Community” tab, was observed, with 100% of respondents stating they do not systematically use it as a strategic engagement resource, prioritizing the productive flow of long videos. This gap represents an unexplored opportunity to strengthen audience ties.

Audience perceptions and emotional engagement

To understand the public’s view, a structured questionnaire obtained 104 valid responses, revealing a specific demographic profile and consumption habits. The audience surveyed shows age maturity, with the majority concentrated above 30 years old, and is predominantly female, representing 92.3% of participants. Territorially, the audience is mostly from the Southeast region of Brazil, although 11.5% reside abroad. This data, which would be presented in bar graphs, indicates an audience with specific demographic characteristics for the true crime niche.

The consumption of content about true crime is a daily activity for most respondents. Thirty-eight point five percent of the audience dedicates more than two hours daily to the platform, which reinforces the high demand for long-form videos with investigative depth. This time commitment demonstrates the audience’s deep interest in well-crafted and detail-rich narratives, validating the strategy of investing in journalistic research by creators, as previously observed.

The continuity of consumption in the first minutes of a video is decided, for 82.7% of the audience, by how the story is told, prioritizing suspense and the organization of facts. Audience retention until the end is intrinsically linked to the narrative’s ability to generate constant curiosity, a factor cited by 95.2% of participants. This data reinforces the primacy of the script and narrative structure over other technical elements, such as video duration or presenter’s speaking speed, corroborating the importance of storytelling for retention, as pointed out by Pulizzi (2014) and Freitas and Machado (2023).

The visual identity proved to be the main element of immediate connection. For 52.9% of viewers, the “similar style of images and cover” is what allows them to identify a recurring creator, even surpassing the channel name in the title. This perception validates the propositions of Gomes and Oliveira (2024) regarding visual consistency as a fundamental element of branding, facilitating audience recognition and loyalty in a digital environment saturated with information.

Engagement, manifested by likes and comments, occurs organically when content provokes reflection or emotion, according to 88.5% of the sample. Only 10.6% attribute this action to the presenter’s direct request. This indicates that, for this audience, subjective connection with the narrative is significantly more effective for sustainable growth than purely mechanical interaction strategies. The predisposition for emotional engagement aligns with Recuero’s (2020) conception of engagement as an expression of social bonds and Kaplan and Haenlein’s (2010) observations on emotional affinity and symbolic identification.

The engaging way of telling stories is the main reason for 75% of users to return to the channel for new videos. A relevant strategic data point for the creator economy is the willingness for financial support: 56.3% of viewers would feel comfortable supporting the channel as members or donors, provided there is an established relationship of trust with the creator. This trust is directly linked to ethics, with 93.3% associating credibility with the serious and respectful way of presenting cases. On the other hand, excessive sensationalism or disrespect towards victims is pointed out by 93.2% as the main factor that can harm a true crime channel in Brazil, reinforcing the importance of authenticity and purpose, according to Vaynerchuk (2018).

By crossing demographic with behavioral data, it was observed that the preference for storytelling, as a return factor (75.0%), remained consistent across different age groups and income levels, suggesting that strategic narrative transcends specific socioeconomic profiles. The willingness for financial support (56.3%) correlated directly with the perception of trust (93.3%), indicating that ethical legitimacy is a prerequisite for complementary monetization in the true crime niche. The convergence between creators, who indicated retention as a key metric, and the audience, who highlighted storytelling as a continuity factor, evidences an alignment between producers’ perception and public expectations, although the underutilization of community tools by creators suggests an unexplored opportunity for strengthening bonds.

In summary, the research results indicate that success in the true crime niche on Brazilian YouTube depends on the integration of well-defined digital marketing strategies, which include a consistent narrative identity and an unquestionable ethical stance. Growing channels demonstrated greater strategic differentiation, visual and editorial consistency, and prioritized retention through storytelling, in alignment with audience expectations. The ethical dimension proved to be a central strategic variable, with creators and audience associating credibility and sustainability with responsibility in handling sensitive cases. However, exclusive reliance on AdSense and underutilization of community tools point to weaknesses in diversifying monetization and engagement strategies, revealing a paradox where high engagement does not automatically translate into long-term financial sustainability.

4. Conclusion

This study analyzed how digital marketing strategies influenced the growth, engagement, and monetization of Brazilian true crime channels on the YouTube platform. It was found that the highest-performing channels adopted clear differentiation strategies, manifested in distinct narrative approaches, such as linear and contextualized, personalized emotional communication, a technical-informative stance, or provocative opinion content. A significant convergence was observed between creators’ and audience’s perception regarding the centrality of storytelling for retention, with most viewers indicating that the way the story was told determined continued viewing. Visual and editorial consistency emerged as a critical factor for brand recognition, and the ethical dimension proved to be a central strategic variable, associating credibility and sustainability with responsibility in handling sensitive cases. It was concluded that sustainable success in the true crime niche depends on the integration of digital marketing, a consistent narrative identity, and an uncompromising ethical stance.

However, the research revealed an exclusive dependence on the YouTube Partner Program (AdSense) as the revenue source for 100% of creators, exposing a financial vulnerability and a paradox where high engagement does not automatically translate into long-term sustainability. The study’s limitations included the inability to access detailed retention, CTR, and RPM metrics for all channels, the non-probabilistic sample of four channels, which restricts the generalization of findings, and the 30-day timeframe for analyzing recent behavior, which may not capture seasonal variations. It is suggested for future studies to investigate revenue diversification strategies to reduce dependence on AdSense, conduct longitudinal studies with proprietary platform data to elucidate retention triggers in different narrative phases, and research the impact of data-driven management on channel longevity, aiming to overcome recurrent stagnation in the Brazilian true crime market.

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Article originating from the Final Course Work of the Specialization in Marketing of the MBA USP/Esalq

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