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Museums and YouTube
Tips for making a YouTube channel
that is awesome (!!!)
Emily Robbins
@EmBRobbins
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
Over 10,000
1000 -
10,000 Less than
1000
Subscribers
Museum channel subscribers:
...
3 Types of Videos
Inward – About the Museum
Installation, event profiles, behind-the-scenes
Outward – Education/Entertainm...
Outward Does Best on YouTube
0
10
20
30
40
50
60
70
80
Recent videos All top videos Over 100,000 views
Outward
Promo
Inward
View Patterns
GradualSpike
Spike, then Gradual
Promos tend to spike
• Pushed to museum audiences
Inward and Outward videos gain views gradually
• Most views come from Yo...
Top Videos: 67% gradual
Over 100,000 Views: 83% gradual
Video titles may or may not be
familiar/understandable to general
audiences
Unfamiliar elements:
• Lesser-known artists’ n...
75
64.7
27.6
16.7
19.1
22.9
8.3
16.2
49.5
Over 100,000 views
All top videos
Recent Videos
Unfamiliar Museum name Familiar ...
Do branding and organization help?
Few museum channels have whole channel
branding
Some have series – branded playlists
• ...
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
No Organization Some
Organization
Slight Use of
Series
Series Used
Avera...
0
50
100
150
200
250
No Organization Some
Organization
Slight Use of
Series
Series Used
Average number of videos with over...
“Outward” content rules
Familiar/understandable titles do
better
More branding = better
Branding
ASAP Science
Sixty Symbols
SciShow
Brand channel around show, not
institution
Channels feature each other…
…and form social networks
Popular video formats make clear what
you will learn
• Lists
– “20 amazing facts about _______”
– “10 reasons why ______”
...
Video Examples
(Yay, let’s watch some movies!!!)
WARNING: Videos are fairly long, between 7-15 minutes. (Do note: that who...
Personality draws you in
Emily Graslie’s personality adds to the ordinary “explain a museum
object” video
• She interacts ...
Acknowledging audience spurs participation
PBS Idea Channel discusses cultural criticism using internet pop
culture.
They ...
Videos can be jumping-off points for
activity
On The Art Assignment, artists set a project for the viewers
Two hosts give ...
Takeaways
• Have personality
– Be fun, human, approachable, enthusiastic
– Be a peer to your audience, not an authority
• ...
Takeaways
• Have a value proposition
– Educate, inspire, share knowledge, offer insights
– Entertain: convey that your sub...
Advice from The Creators on YouTube
• Be authentic
• Be relevant
• It doesn’t have to be glossy
• Collaborate with others
...
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Museums and YouTube: Tips for Creating an Awesome Channel

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Museums have great stories to tell and knowledge to share, and more and more people are turning to YouTube to learn through video. Here are some tips to make your videos and channel approachable and discoverable to a general museum audience, based on research conducted on 35 art museum YouTube Channels and examples from the wider YouTube educational community.

As seen at MW2015 (plus videos to watch!)

To read full paper, go to: http://mw2015.museumsandtheweb.com/paper/art-museums-and-youtube-current-practice-and-potential-strategy/

Published in: Social Media
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Museums and YouTube: Tips for Creating an Awesome Channel

  1. 1. Museums and YouTube Tips for making a YouTube channel that is awesome (!!!) Emily Robbins @EmBRobbins
  2. 2. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% Over 10,000 1000 - 10,000 Less than 1000 Subscribers Museum channel subscribers: most don’t have many
  3. 3. 3 Types of Videos Inward – About the Museum Installation, event profiles, behind-the-scenes Outward – Education/Entertainment Mini docs, artist interviews, lectures, performances Promotional – Short ads Exhibition promos, event promos
  4. 4. Outward Does Best on YouTube 0 10 20 30 40 50 60 70 80 Recent videos All top videos Over 100,000 views Outward Promo Inward
  5. 5. View Patterns GradualSpike Spike, then Gradual
  6. 6. Promos tend to spike • Pushed to museum audiences Inward and Outward videos gain views gradually • Most views come from YouTube discovery 22.2 8.9 72.7 77.8 84.4 18.2 0 6.7 9.1 Inward Outward Promo Both Gradual Spike
  7. 7. Top Videos: 67% gradual Over 100,000 Views: 83% gradual
  8. 8. Video titles may or may not be familiar/understandable to general audiences Unfamiliar elements: • Lesser-known artists’ names • Exhibition titles • Museum program titles
  9. 9. 75 64.7 27.6 16.7 19.1 22.9 8.3 16.2 49.5 Over 100,000 views All top videos Recent Videos Unfamiliar Museum name Familiar phrases Unfamiliar titles are common Top videos have titles with familiar phrases Museum name does not = high views
  10. 10. Do branding and organization help? Few museum channels have whole channel branding Some have series – branded playlists • Playlist with 5 or more videos • Consistent branding/style
  11. 11. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 No Organization Some Organization Slight Use of Series Series Used Average Subscribers More branding = more subscribers
  12. 12. 0 50 100 150 200 250 No Organization Some Organization Slight Use of Series Series Used Average number of videos with over 20,000 views More branding = more views
  13. 13. “Outward” content rules Familiar/understandable titles do better More branding = better
  14. 14. Branding ASAP Science Sixty Symbols SciShow
  15. 15. Brand channel around show, not institution
  16. 16. Channels feature each other…
  17. 17. …and form social networks
  18. 18. Popular video formats make clear what you will learn • Lists – “20 amazing facts about _______” – “10 reasons why ______” – “Top 7 _______s” • Answering a question – “Why does _____ happen?” – “What exactly is ______?” • Broad Topics – “World History: War” – “Surrealism”
  19. 19. Video Examples (Yay, let’s watch some movies!!!) WARNING: Videos are fairly long, between 7-15 minutes. (Do note: that whole “people online have short attention spans” thing isn’t always true when you have content people really like.)
  20. 20. Personality draws you in Emily Graslie’s personality adds to the ordinary “explain a museum object” video • She interacts naturally with interview subjects • Good alternative to everyone having to make camera-eye- contact • Shows museum employees having fun at their jobs
  21. 21. Acknowledging audience spurs participation PBS Idea Channel discusses cultural criticism using internet pop culture. They asks viewers for their thoughts, and feature good comments at the end of the next video. • Check out these long, thoughtful comments! • The chance to get featured encourages comments • Featuring conversation at the ends encourages people to watch to the end
  22. 22. Videos can be jumping-off points for activity On The Art Assignment, artists set a project for the viewers Two hosts give art-historical background Responses to assignments are posted on Tumblr and in videos • SO participatory. Much participation. • BUT also provides easy-to-understand art knowledge • Shows that the ideas behind art are accessible to everyone
  23. 23. Takeaways • Have personality – Be fun, human, approachable, enthusiastic – Be a peer to your audience, not an authority • Have identity – Consistent style, consistent content – Have a focused goal for your channel
  24. 24. Takeaways • Have a value proposition – Educate, inspire, share knowledge, offer insights – Entertain: convey that your subject matter is exciting – Go beyond institutional promotion • Learn about search engine optimization • Foster channel communities
  25. 25. Advice from The Creators on YouTube • Be authentic • Be relevant • It doesn’t have to be glossy • Collaborate with others • Listen to your audience • Don’t expect engagement, ask for it

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