The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene
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
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
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.
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.
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
Always-on ‘pull’ content designed for your core
Regularly scheduled ‘push’ content designed for
your prime prospect
Large-scale, tent-pole events or ‘go big’ moments
designed to raise broad awareness
HERO, HUB, HYGIENE CONTENT PYRAMID