Two Pints is one of the UK’s biggest entertainment-led podcasts presented by actors Will Mellor and Ralf Little.
The name of the pod comes from the Two Pints of Lager and a Packet of Crisps BBC TV show, which both Will & Ralf starred in.
The podcast has 50,000 subscribers on YouTube and embarked on a sell-out UK tour in November 2025.
The brief
I was approached by the production team at Formidable to take the pod to the next level on its social channels. Whilst performance was already in a good place, greater consistency and strategic thought was needed to grow the accounts across YouTube, Instagram, TikTok and Facebook.
The strategy
The growth of any podcast is largely reliant on the strength of its social media clips. Taking the funniest and most relevant pieces of content from the long-form podcast and then distributing it across multiple platforms is key.
In essence, this was the social strategy; to go all-in on ‘snackable’ short-form content to grow our subscriber base.
The strategy was also focused around using a piece of software called Opus, which identified the short-form clips that it deemed had the highest chance of virality.
Pulling this all together also meant actioning a variety of tactics to help us along the way…
- Using impactful hooks within our short-form content, moving the punchlines (the funniest bits) of the clip to the start to encourage our audience to watch for longer
- Upping our posting cadence across all platforms to at least 1x post per day
- Using Instagram Stories to further promote clips and encourage audience interaction
- Ensuring clips were (on average) no longer than 40-50 seconds long for maximum impact, with the intention that our audience would want to watch more of them there and then
- Reworking YouTube thumbnails to make them more impactful, using catchy quotes from the pod rather than episode titles
- Creating a Broadcast Channel community on Instagram to foster a sense of community and drive viewers through to the YouTube channel
- Utilising the talent’s own social chann
- els to distribute content to a wider audience
The results
- 7,700 YouTube subscriber growth, growing by 18% over the course of nine months
- 20 million organic views across Instagram, Facebook, TikTok and YouTube during season 7
- 468,000 engagements across Instagram, Facebook, TikTok and YouTube during season 7
- Multiple viral moments with videos consistently recording over 100,000+ views (see example below!)
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