5 Ways Royalty Auto Service Grew a YouTube Channel, and a Much Broader Customer Base 

Royalty Auto Service fans are so loyal to its YouTube channel that some drive from Delaware—or even stay overnight in a nearby hotel—to get their car repaired in Southeast Georgia. 

That’s not hyperbole. Nestled three minutes off I-95 in St. Marys, Georgia, Royalty Auto Service isn’t just a shop–it’s a destination. Customers traveling from Alabama, the Carolinas, or even on their way to Orlando make it a point to stop and see “the shop from YouTube.” The reason? Trust. Transparency. And a whole lot of heart behind the camera. 

In just two years, Sherwood Cooke Jr. and Sherwood Cooke III–also known as S2 and S3–built an impressive YouTube presence that complements their earlier success on TikTok. Their content isn’t flashy or gimmicky. Instead, it’s practical, digestible, and relatable–showing the real-world challenges of diagnosing and repairing complex vehicles, all while demystifying what happens behind the service desk. 

Here are five strategies that helped Royalty Auto Service grow a loyal following–and attract the right customers, not just views. 

1. Start With a Purpose (But Don’t Force It) 

Royalty Auto Service’s first foray into social media came via TikTok around 2021. After several months, Sherwood Jr. found an audience while his son handled the technical side of shooting and editing everything in-house. When their bite-sized videos gained momentum (amassing more than 920,000 TikTok followers), they decided to expand into longer-form content. 

“YouTube gave us a platform to go deeper,” says Sherwood III. “We wanted to show what a real diagnostic process looked like, how we use scope testing, and just open the shop doors to the public.” 

They launched their YouTube channel on March 1, 2023, with no intention of chasing new business, but the company followed anyway. 

2. Know Your Audience and Speak Their Language 

The channel strikes a unique balance between educating car owners and engaging professional technicians. By showing actual repairs in process–and keeping the explanations clear–the Cookes earned global fans from as far away as Australia and South Africa. Still, 73% of their audience is based in the U.S. 

“We don’t try to be flashy or fake,” said Sherwood III. “People can see through the fluff. We talk to viewers like they’re right here in the shop.” 

Some videos cater to DIYers, like how to reset automatic windows (a surprise hit with more than two million views). Others delve deeper, such as diagnosing a Mercedes steering lock issue or walking through a proper brake job. 

The common thread? Clarity. Authenticity. And respect for the viewer’s time and intelligence. 

3. Let the Work Speak–Then Document It 

At Royalty, the car comes first. The content comes second, but it’s recorded along the way. 

“We’re always creating content,” says Sherwood III. “We film while we’re working on cars, so it’s a real behind-the-scenes look. It might take a little longer, but people enjoy watching the process—and for us, it’s worth sharing what we do.” 

The behind-the-scenes format helps viewers understand what happens in a diagnostic bay, showing the steps, including false starts, that go into solving challenging automotive problems. It’s not always slick, but that’s what builds trust. 

“We’ve had customers say, ‘I’ve been to five shops and nobody could figure this out. But I saw what you did on YouTube and I knew you were different.’ That’s the kind of customer we want.” 

Videos typically take eight to 10 hours to edit per week, and Sherwood III often does it all on his iPhone. That DIY spirit translates into relatable content that’s both high quality and grounded in reality. 

4. Focus on Quality Over Views 

In a social media landscape dominated by algorithms, Royalty Auto Service adopts a different approach: consistency, not virality. 

“Our goal was never to get more cars in the shop,” says Sherwood III. “It was to attract the right customers–the ones who appreciate diagnostics and understand the value of good work.” 

That mindset has is paying off. They are not trying to please the masses, rather they’re building a community centered on values such as transparency, integrity, and craftsmanship. And that’s exactly what their ideal customers are looking for. 

Whether it’s showing a transmission flush or discussing fluid maintenance (yes, even controversial opinions on fluids), their videos convey confidence and conviction. 

One key piece of advice from Sherwood III: “Before you launch, have 10–15 videos in your content bank. That way, you can publish regularly while still making new videos.” 

5. Be Real, Be Relatable, and Keep Learning 

While Sherwood Jr. turns the wrenches, Sherwood III keeps the cameras rolling–and they both stay humble about the journey. 

“I don’t even like working on cars,” Sherwood III admits. “I did basic maintenance, then went into a service advisor role. But this partnership with my dad works perfectly. He’s the expert under the hood. I help share that with the world.” 

Along the way, they’ve made their share of mistakes, but those missteps became valuable lessons. Their advice for other shops starting? 

• Start small. Short-form content, such as TikTok or Instagram Reels, can be an easier entry point. 
• Don’t rush. Viewers will quickly spot inaccuracies, especially in diagnostic content. 
• Be yourself. Authenticity outperforms polish every time. 
• Don’t overthink. Simpler topics often perform best, such as the window reset video. 

One of the most rewarding parts? Being recognized by fellow technicians and shop owners at industry events or airports, who say the Royalty channel helped them become better at their jobs. 

Looking Ahead: Training for the Next Generation 

What’s next for Royalty Auto Service? In addition to a third shop location on the horizon, the team is developing a training website, set to launch in late 2025. 

“We kept going to events like VISION and STX and seeing the same group of shops,” says Sherwood III. “We wanted to create something from the ground up–training that starts at Day One and helps techs build real diagnostic skills.” 

Just like their videos, the training platform will focus on practical skills, presented with clarity and honesty. 

The Bottom Line: Trust Drives Everything 

Royalty Auto Service didn’t set out to build an empire. However, by sharing their work openly and staying true to themselves, they built a worldwide following—and a local business fueled by customer trust. 

“People love the transparency,” said Sherwood III. “They see the process. They understand what we’re doing. And when they drive hundreds of miles to see us, they know we’re not just fixing cars–we’re earning their trust every step of the way.”