A LITTLE ABOUT US
Immersed in digital for over a decade, Noah charts paths for clients that lead to
compelling digital experiences for consumers. Working across departments, he
curates insights to create multi-channel strategies that meet client objectives
and deliver value to the consumer.
Rachel enjoys all aspects of user experience, from interviewing customers to
designing interactions to testing those designs. Before becoming an experience
architect, she was a technical writer, creating help documentation, interface
copy, training demos, and functional specifications.
Associate Director of User Experience at IQ Agency
Associate Director of Strategy at IQ Agency
Why YouTube Matters
Before You Get Started
What You Really Need to Know
Features to Guide Your Strategy4
Most brands have ignored YouTube while a few have
embraced it as a powerful tool in their channel mix. Not
only do you have an opportunity to get ahead of your
competition, but there are several other reasons to take
YouTube has 1 billion active users every month
YouTube is the second largest search engine on the Web
Visual content, especially video, has become the content type of
choice among consumers
The communities on YouTube are large, active, and passionate
Most of your competitors are probably not using YouTube effectively
• 100 hours of video are uploaded to YouTube every minute
• According to Nielsen, YouTube reaches more US adults ages
18-34 than any cable network
• 20% of global YouTube views came from mobile devices
• Over 6 billion hours of video are watched each month on
Look at the small
brands, they can
compete with the big
To approach YouTube strategically, you have to change
the way you think about it. It is not a video hosting site.
It is not just a place to watch funny cat videos. It is an
flourishing social networking site where users connect
around shared passions.
Trolls are real and vicious, and they will show up in
your video’s comment section. Don’t turn off the
comments. Just ignore them and let other users take
care of it.
Google+ and YouTube overlap in a lot of ways, so treat
YouTube like you would a blog post in terms of SEO.
You will increase your brand’s authority and ultimately
its page rank.
Content posted to YouTube needs to be YouTube-
centric, not just content that was created for other
channels but uploaded to YouTube to check a box.
Create content that
where they are in
Brands that really get it, know what content
consumers need to move them along their
journey to purchase and then beyond
purchase into advocacy.
YouTube offers the
opportunity for Paid,
Owned, and Earned
While you should be posting unique content
to your channel mostly, your strategy should
included paid and earned media as well.
Preroll interrupts the
viewer and delays
them getting to the
content they want.
With that said, it should be a part of your
strategy – but you have an obligation to
carefully consider how you use it.
You will do more harm for your brand by
annoying users with bad content if your pre-
roll isn’t useful or entertaining.
Tap into communities
that already exist by
renting the legitimacy
YouTube recently launched the Video
Creation Marketplace to connect video
creators with brands. There are several other
services though that do the same thing
though, so find the right solution that allows
you to connect with the right person.
• Allows you to share in ad revenue
• Partners can link to external websites in their video
• Google is incentivizing brands to create great content
Brand and organize
your channel and it
will be optimized
YouTube One Channel allows you a lot of
flexibility to organize your content
creatively on your channel as well as link to
your website, social accounts, and other/
partner channels. See the resources at the
end for help with branding.
Think of YouTube
playlists like Pinterest
boards or mix tapes.
Group content together by theme or topic to
make it easy for users to find what they are
looking for and to share a package of videos
with others. You can also embed an entire
playlist on your website.
Create chapters with
links, allowing users
to skip to relevant
By adding a time code to the video url you
can create a link to a certain point in the
video. For brands this is most useful for
chapterizing videos in the description or in
the copy of a website where the video is
Entice viewers to
engage further with
Provide links to relevant videos or external
content. Do not just add a link to the next
video though. It should be relevant.
• Only 160 characters of your video description will show in search
results, so make sure the first few sentences of your video description
are the most compelling.
• Titles should entice users to click – think Upworthy, but a little more
• Uploading a closed captioning script allows more of your content to be
indexed by Google.
YouTube Channel Art Guidelines
YouTube Creator Playbook
YouTube Video Creation Marketplace
YouTube Trends Blog
YouTube Insights Study
Effectiveness of YouTube Ads
Contact Kevin Smith at 678-449-2014