Some employees asked why they were concentrating on a service owned by a top competitor, and teams didn't always agree with everything that employee-creators said in videos, Levesque said.
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The company formed a group to help people working on different products learn how to build sizable YouTube channels, said Jon Levesque, who posted YouTube videos as a senior platform evangelist at Microsoft before taking a job at DocuSign in March. Microsoft wanted more people like Tholfsen. The company does have employees with large audiences, including Mike Tholfsen, a 26-year company veteran whose videos show how teachers and students can use Teams and other applications. Sometimes a video from a Microsoft employee might be there. Videos from outsiders can receive higher rankings. People often turn to YouTube when they want to get a better understanding of Microsoft software, and while Microsoft has plenty of its own videos available on YouTube, they don't always come up at the top of the site's search results, Atchison said. "On YouTube specifically, we're starting to explore the concept of what it looks like to do something native to YouTube," Sonia Atchison, a market research lead who worked on the Microsoft Creators Program, said on a podcast last year.
In the past few years, a group inside Microsoft began focusing more on YouTube. Marketing is a considerably smaller part of the business, and employees work on ads, materials for Microsoft's website, events and other methods of promotion. Today nearly 50% of employees work in engineering. Historically, developing and maintaining products has been the core of Microsoft. "Economically I'm much better off," he said. Today he has 85% more subscribers than the official Microsoft 365 YouTube channel focused on Teams and other Office applications, which he said has a team of 20 to 30 people producing content. YouTube users have hit the subscribe button. He no longer needed to include disclosures in videos that he was a Microsoft employee, and he could talk more freely about competing products such as Slack and Zoom. Then, in July 2020, months after the pandemic sent the Stratverts home, he gave up his position at Microsoft and began making five times as many videos as he was before. "It's almost like teams appreciate that there's this other outlet that's kind of unofficial," he said. They saw how many people were watching and recognized that getting him to talk about their products could bring in new users, which in turn could mean more favorable employee reviews. Microsoft employees on other teams noticed and started asking him to make videos about their products.
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He went on to make videos about Excel, Outlook, PowerPoint, Teams, Windows and Word.
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