The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene
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The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

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The Ultimate YouTube Strategy for Brands

The Ultimate YouTube Strategy for Brands

Hero, Hub, Hygiene

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The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene Presentation Transcript

  • Hero, Hub, Hygiene The Ultimate YouTube Strategy for Brands
  • CREATE A COMMUNITY Within YouTube cultivating a community of subscribers is the best way to drive earned viewership, brand loyalty and engagement. ! • YouTube subscribers drive 20X engagement over Facebook likes for brands • Subscribers watch 2X content over non-subscribers • Daily channel subscriptions has increased 4X since last year
  • IT’S NOT JUST ABOUT THE VIRAL VIDEO
  • HERO, HUB, HYGIENE YOUTUBE CONTENT STRATEGY Brands have adopted ‘always on’ and consistent content creation with Facebook and Twitter … why not YouTube? ! Consistent content creation will reward subscribers and keep viewers coming back.
  • HERO CONTENT: What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand may have only a few hero moments in a year, such as product launch events or industry tent-poles. ! HUB CONTENT: The content you develop on a regular basis to give a fresh perspective on your target’s passion points. (E.g. verticalized content about a product line.) This is often staggered throughout the year. ! HYGIENE CONTENT: What is your audience actively searching for regarding your brand or industry? What can serve as your 365-day- relevant, always-on, PULL content programming? E.g. product tutorials, how-to content, customer service, etc. HERO, HUB, HYGIENE DEFINED
  • HERO Example - Lego Movie Official Trailer
  • HUB Example - 5,000 Lego Bricks, Unlimited Inspiration
  • HYGIENE Example - Creator Designer Tips
  • Hygiene Always-on ‘pull’ content designed for your core target Hub Regularly scheduled ‘push’ content designed for your prime prospect Hero Large-scale, tent-pole events or ‘go big’ moments designed to raise broad awareness HERO, HUB, HYGIENE CONTENT PYRAMID
  • EXAMPLE
  • LEGO CONTENT PYRAMID HERO HUB HYGIENE
  • ! ! ! ! ! Creating a viral video is not a strategy anymore
  • ! ! ! Currently only 5 brands are in the top 500 YouTube channels, but that can change if brands can start thinking differently.
  • ! ! THANK YOU ! CLICK HERE TO VISIT BrendanGahan.com