Matt Mundt “What’s Your YouTube Strategy?”

May 3, 2026

I work with many Christian radio stations and non-profits, and I see the same pattern everywhere: YouTube is used as a repository. We dump the “leftover” video content there and wonder why the views stay in the single digits. Just like it’s best practice for a radio station to play only 1 format/style of music, the same is true on YouTube.

YouTube isn’t just another social media platform.

In my opinion, YouTube is the most popular social media platform and the best way to deeply connect with an audience. The numbers back it up: over 82% of US adults are now active on the platform, and as of 2026, YouTube has officially overtaken the living room, accounting for 12.5% of all television viewing time; more than any other individual streaming service or cable network.

Over the past year, I’ve gone deep into the “YouTube Rabbit Hole.” I’ve started and grown multiple channels. My first channel, The Salty Christians, just passed over 400k views! My channel with my son is called KID INTERN, and we just had a breakout video with 100k views and growing by the day! I didn’t just “post videos,” I obsessed over learning what makes other videos on YouTube have a great impact.

🔐Keys for YouTube Growth

The Packaging: Titles and thumbnails that actually stop the scroll and attract the right audience.
The Retention: Editing for pace, not just for “getting it done.”
The Hook: Earning the viewer’s attention in the first 5 seconds.

I love what Sam DeZeeuw at 99.1 JOY FM is doing in St. Louis! He isn’t just “uploading radio segments.” He is adapting content with high-quality thumbnails and titles that create “curiosity gaps” (Check out the “Public Enemy #1” example below).

YouTube is a powerful platform that allows you to take people deeper. It’s where loyalty is built in 15-minute increments, not 15-second swipes.

What’s your YouTube strategy for 2026? Are you still using it as a repository, or are you ready to treat it like the broadcast powerhouse it is?

Matt Mundt has 26 years of experience as a digital marketing strategist and tactician for faith-based media organizations. He’s helped lead and steer the digital strategy for K-LOVE Radio, Air1 Radio, SPIRIT 105.3 KCMS, CURE International, Provident Label Group, and Tooth & Nail Records.

He’s old enough to have once been a “Myspace Marketing Expert,” but today, his focus has shifted toward what he considers the most important social platform available: YouTube. Matt leads the GodMade Christian Content Creators Group/Podcast/Conference in Nashville, Tennessee. He’s also actively growing the YouTube channels Kid Intern and The Salty Christians along with channels for his clients.

Despite his deep dive into optimizing YouTube growth, Matt remains a firm believer in the power of digital ads to drive measurable results for Christian media organizations, nonprofits, and artists. He stays curious and informed on the digital trends that help ministries and non-profits like yours grow their impact through strategic growth marketing strategies.

Learn more about Matt and his latest projects at www.mattmundt.com.