Maybe #1 for the more complex stuff that needs specialised tools, and both #1 and #2 for the simpler stuff?

Maybe couple it with a handful of publicly-accessible "how-to" videos to increase interest in #2 and ultimately #1? 99% of kitbash/customising videos only exist to showcase the final product; they don't tend to show how to get from A to B for the enthusiastic amateur. And people who have worked along with the public videos and been successful in their results are more likely to be interested in trying out projects with upgrade kits.