Google Creator Playbook Version 4 Manual de usuario descargar pdf (Pagina 22)

Why does Discovery Channel have Shark Week every

year? Why are scary movies released around

Halloween? Why do talk shows have relationship

experts on just before Valentine’s Day? The answer:

tent-pole programming.

Tent-pole events are the cultural milestones that

organize our viewing habits throughout the year:

major holidays, big sporting events, movie releases

and more. Any channel can participate in tent-pole

events; they’re a great way to tap into the larger

cultural conversation – and the promotional and

audience development opportunities don’t

hurt, either!

Tent-pole Programming

Pre-Buzz The Event Post-Buzz

Movies, Holidays, Culture & Sports

Getting Started

• Identify tent-pole events that are relevant to

your audience.

• Develop a programming calendar covering all

the videos you are going to create or curate for

the event.

• Create original videos for the tent-pole using

appropriate thumbnails and metadata to capitalize

on search trends.

• Repackage old videos in new ways.

• Use playlists to organize your videos or curate other

content relevant to the event.

Get Ahead of the Buzz

• Use the “Explore” tool at Google.com/trends to

gauge how much early and sustained interest there

is around an event.

• Release tent-pole related videos several days before

an event. The “pre-buzz” leading up to an event is

just as important as (or more important than) the

actual event.

• Reach out to blogs early with your tent-pole related

content.

Titlesandtagscanhelprebrandavideo

fortent-poleevents.Whenpossible,makeuseof

yourarchives.

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Google Creator Playbook Version 4 Manual de usuario Pagina 22