Google YouTube Creator Playbook Guide Media Companies Manual de usuario

Media CompaniesPlaybook GuideMarch2013

10Optimization Priority List

5Launching a Channel

12Launching a ChannelAt what point is it smart to launch a new channel?See Playbook Sections: Calls to Action, Regular Schedule and Frequency, Cross-p

13Launching a ChannelSchema/ChecklistHow many audiences? How much content? I have multiple audiences I have one main audience No new channel Content i

14Launching a Channel When launching a new channel, think about your audience. Launch a new channel to serve a new audience that your current channel

15Launching a ChannelBy utilizing best practices from the Creator Playbook (including Calls to Action (CTAs), Annotations, Cross-promotion and Collabo

16Launching a Channel Calls to Action and Annotations• /RhettandLink2 and /theSpanglerEectCollaboration• /Vsauce and /PeriodicVideosExamplesChannel

17Launching a ChannelRepurposedRegular Schedule and Frequency• Ensure that your main channel (if applicable) as well as your new channel have a regul

Branding

19BrandingCan branding be compelling, catchy, and short?Make your branding compelling and catchy, without being overwhelming. Communicate to audience

Created by the YouTube Next Lab, March 2012

20BrandingIn video, bumpers provide consistency with existing metadata. Bumpers should be short and should not detract from the content.Think about yo

21BrandingMinimal Bumper Branding (1-2 seconds)• /SoulPancake (The Flipside)Channel Branding• /YOMYOMFBug Branding• /SesameStreet© Sesame Street co

22BrandingRepurposed and New ContentRepurposedThe First 15 Seconds• Keep the branding minimal (less than 5 seconds) OR don’t use any graphical bumper

Organizing and Uploading

24Organizing and UploadingOrganizing your channel content makes content navigation easier for your viewers. Knowing when to upload, how much, and how

25Organizing and UploadingEstablishing an upload schedule, communicating that schedule, and being careful not to overwhelm your subscribers’ feeds are

26Organizing and UploadingAnnotations• /GeekandSundryCuration and Playlists• /AssociatedPressExamples

27Organizing and UploadingRepurposed and New ContentRepurposedPlaylists and Video Responses• Every video should be associated with a playlist.• Use

Celebrities on YouTube

29Celebrities on YouTubeHow do I maximize access to celebrities?See Playbook Sections:Calls to Action, Tent-pole Programming, Metadata, Thumbnails, An

3In 2011, we released the Creator Playbook – the one stop shop for best practices to build a loyal and engaged audience on YouTube. Since then, we’ve

30Celebrities on YouTubeShoulder/Ancillary Celebrity Content• /Noisey - Maximized their time with MIA by shooting a music video, a behind-the-scenes

31Organizing and UploadingRepurposed and New ContentRepurposedCalls to Action (CTAs) and Annotations• Use Annotations to link together 1-3 videos wit

Further Reading & Resources

33Further Reading and Resources• Metadata• Thumbnails• Playlists• Channel Page Optimization Channels to ExplorePBS: Supports multiple channels and

34Further Reading and ResourcesLaunching a Channel14 RT: Organization goo.gl/2D0II15 PBS: Cross Promotion goo.gl/txWPw16 RhettandLin

Thank you!

4Media CompaniesCategory Overview 5Optimization Priority List 8Launching a Channel 11Branding

Category Overview

6Category OverviewThe term “Media Companies” encompasses a variety of production and programming groups: from smaller studios that distribute content

7Category OverviewLet’s get optimized! The content in this guide places a special emphasis on meeting the needs of media companies. This guide covers

5Optimization Priority List

9Optimization Priority ListPlease use the ve points below as a quick reference to build a better audience around your channel’s content. As always, t