Successfully reported this slideshow.

The Orchard YouTube Best Practices 2021

0

Share

Loading in …3
×
1 of 26
1 of 26

More Related Content

Related Books

Free with a 30 day trial from Scribd

See all

The Orchard YouTube Best Practices 2021

  1. 1. 2021 YouTube Best Practices
  2. 2. CHANNEL FEATURES AND SEO 03 / VIDEO FEATURES AND SEO 10 / ENGAGING WITH VIEWERS 18 /
  3. 3. Channel Features and Optimizations
  4. 4. Official Artist Channel vs. Verification OAC ● Recommended for artist channels to upgrade to Official Artist Channels (OAC) ● An OAC aggregates content & subscriber count from various YouTube artist channels (official YouTube channel, Vevo channel, and Topic channel) into one place ● Read these best practices on OACs, and contact your Label Manager to upgrade the channel to an OAC ● For more information, review this blog post on OACs Verification ● Recommended for label and non-artist channels ● Once a non-artist channel reaches 100K subscribers, you can request verification for the channel. ○ Once verified, feature other owned channels in the “Featured” tab on the channel by editing channel tabs in the Creator Studio.
  5. 5. Channel Art Create customized, visually compelling, and relevant channel art. Channel art should reflect recent release(s), and make the audience feel like they’re connecting with a personality, and not just a brand. CHANNEL AVATAR Specs: 800px x 800px This image should be recognizable at smaller resolutions; it will be your channel’s icon throughout the platform. CHANNEL BANNER Specs: 2560 x 1440px Add artist website, socials, merch, smartlinks, and DSP links to the About tab. Up to 5 links will be overlaid on desktop channel art.
  6. 6. Curated Channel Layout CHANNEL TRAILER The channel trailer is an elevator pitch to potential subscribers. It’s featured first on the channel and auto-plays, so it needs to hook the viewer. There are two customizable views: Subscribed for returning and already subscribed users. Recommendation: Adding a new release or a playlist. Unsubscribed for new users. Recommendation: Add channel intro video or the most popular video CHANNEL SECTIONS Sections function as the main organizational tool for channel homepages. They make the channel page easy to browse and can be created dynamically from playlists. Consider: ● Curating from other channels’ content ● Organizing content into different groups ● Organizing videos (e.g. popular uploads), playlists (My Albums) or Channels (more from my network).
  7. 7. H: 4.45” W: 4.0” Playlists should be an essential part of a channel strategy; they increase watch-time and create another asset that appears in search results and Suggested Videos. ● Create playlists using the channel’s videos, videos from other channels, or a combination of both. ● Optimize the playlists’ metadata, and direct viewers to these playlists via cards, end screens, community and links, etc. ● Make the metadata work for the channel; a strong title and description will help people find the playlist. Here’s a playlist example that shows great use of SEO. Playlists
  8. 8. ABOUT TAB YouTube uses the About tab to populate SEO; adding a detailed bio and description with key terms assists YouTube in surfacing the channel higher in search. Remember to include the artist’s most popular songs, album names, genres, labels, locations, milestones, and any other search terms relevant to the artist or channel. ARTIST PROFILE In the Artist Center tab in Creator Studio, add pictures and a biography to the About tab as well as the YouTube Music app. It’s important to keep the branding across platforms consistent for familiarity, and ensure the channel comes across to fans as the official source of the artist's content on YouTube. Channel Descriptions
  9. 9. CHANNEL TAGS Similar to video tags, channel tags help surface the channel in YouTube search and in other algorithms, such as Google. For example, add the year, common misspellings of popular song titles or albums or names, genres, song titles, albums, geography; the more, the better, as long as they’re relevant. FEATURED CHANNELS Link featured channels in the "Channels" tab to promote other content and drive traffic between two channels. CUSTOM URL Creating a custom URL allows fans to easily find and remember your channel. It should be something clear and memorable such as /ArtistName /ArtistOfficial /LabelRecords /LabelMusic, etc. For more information on custom URL’s, follow this link. Additional Features
  10. 10. Video Optimization & Features
  11. 11. TITLES Video titles give viewers a sense of what to expect from a video, and aid in SEO optimization. ● For music videos, “Artist – Song (Official Audio/Video/Lyric Video/Behind The Scenes/ Live @ X etc)" is recommended. ● Mention other artists or channels with @ symbol. ● For more information, read the SEO portion of this blog post. TAGS Adding more tags to videos, the better, as long as they remain relevant to the video (500 character limit) ● Include a mix of general and specific tags to accurately describe each video. ● Easily misspelled words that people may be searching for, artists names, albums, songs, the year, genre, geography, new music tags, the type of video, etc. Titles & Tags
  12. 12. H: 4.45” W: 4.0” T Pain Video Description Video descriptions are another way YouTube is able to utilize SEO to help viewers find your videos. ● The first two sentences of the description are shown in search and on the video page. ● Repeat the title info and use important keywords that people would be searching for, information about the project or artist (if there is a tour or a new release coming). ● Include links to subscribe, all social platforms, links to other videos or playlists, and any purchase links (merch/song/album). ● Add the video’s song lyrics. ● Include appropriate hashtags without spaces; the first 3 hashtags appear below the video and above the video title. Use hashtags that are a part of a larger searches, such as “#NewMusic, #Artist, #Album, #Genre, #Event” For more information on hashtags, read this Daily Rind post.
  13. 13. H: 4.45” W: 4.0” Cards The card button appears as the "i" in the top right hand corner throughout the video, and up to 5 cards can be added per video. Link to sites (merch, streaming, donation sites, tour tickets, playlists, etc.), or promote relevant videos or other channels, so viewers can follow through on another call-to-action without having to stop the video.
  14. 14. End-Screens End-screens are an important feature that help curate and lengthen a viewer’s watch session. Add up to four different end screen elements; one should be a playlist and another should be a subscribe button to keep the viewer engaged with the channel with the hope that they continue to watch more videos from the channel. Make sure to keep these updated to push to relevant and/or priority content.
  15. 15. H: 4.45” W: 4.0” Thumbnails Thumbnails are the first thing seen in search and suggested videos, so make them count. ● Thumbnails should be bright and easy to see (not dark or blurry), with a clear picture of the artist or a striking image that’s on-brand to grab the attention of potential fans. ● Use distinct thumbnails for each video to aid user experience. ● Always optimize for mobile — this can be more of an advert than the title.
  16. 16. Additional Video Features SUBTITLES Enabling subtitles (CC)/translations opens the content to a larger audience - including those who don't speak the language or would prefer to have the lyrics on the screen. Translations contribute to the overall metadata of the video. Translations can also be automated for the title and description, found under the Subtitles tab. To enable this feature in the video manager, select the video, select “edit.” Then click on the “Subtitles/CC” tab and “add new.” SUBSCRIBE WATERMARK Another important watch session feature to add is the “branding watermark” button. It sits on the lower right hand corner of each video and when scrolled over, allows the user to subscribe to the channel without leaving the video. To enable this feature in the Creator Studio, select channel > branding, and then ”add a watermark.”
  17. 17. Merch Shelf Merch shelf allows eligible channels to showcase official merchandise on a shelf below the video page, and on the Store tab on the main channel. To see if the channel is eligible, click into Creator Studio > Monetization > and see if there is a Merchandise tab available.
  18. 18. Kelsea Ballerini Engaging With Viewers
  19. 19. Community is YouTube’s version of a social feed, and a great way to directly engage with your audience. Posting in the Community tab keeps the channel active in YouTube’s algorithm, especially when the artist goes a length of time without posting, or before uploading new content. Replying/liking comments within the Community page fosters a more connected fanbase. Use Community to offer your fans access to unique content and general updates. Create engaging posts such as: polls, open questions, Q&A, and scheduled content. For video posts, instead of clicking the video option, post the video link in the copy. To ensure the Community page is enabled and for best practices, read more on our blog. Community
  20. 20. YouTube Premiere enable fans to virtually gather, engage, and enjoy a shared experience together. Using the Premiere feature allows you to schedule a video upload, and create a shareable watch page, stirring up buzz around the release. YouTube Premiere KEY FEATURES ● Live Redirect allows a livestream pre-show in advance of a Premiere that leads to the Premiere of a video automatically. ● Trailers place a pre-recorded 15 seconds to 3 minute hype video that will be played on the watch page in advance to the Premiere. ● Custom Countdown gives you the option to choose from a range of themes, vibes and moods to personalize the viewer’s Premiere countdown experience.
  21. 21. H: 4.45” W: 4.0” Super Chat is a feature that allows viewers to voluntarily pay for their messages to be highlighted and pinned to the top of the live chat box on a livestream or Premiere video. The color of the chat and amount of time pinned to the top depends on how much the viewer spends. Viewers can also purchase Super Stickers, which are digital or animated images that pop up in the live chat feed and can also be pinned to the top of the chat box. The features will automatically be enabled on all future livestreams and Premiere. For more details, check out YouTube’s Help Center. Super Chat & Super Stickers
  22. 22. YouTube Live Stay Connected Reach New Audiences Create Buzz Now, more than ever, it’s important to stay connected and engaged with fanbases. YouTube Live gives you a way to connect with new and old fans, creates a real time experience to engage with viewers directly, and allows you to monetize your stream.
  23. 23. BEFORE DURING AFTER YouTube Live: Best Practices ● Promote the link across socials, Community, other videos ● Ask fans to hit “Set Reminder” ● Chat on the livestream to ensure fans are tuned in prior ● Utilize YouTube features: trailer video, playlists, end-screens, cards, polls ● For Live Production, make sure encoding software is set up and the preview works ● Repost on socials / cross-promote with other artists ● Engage directly with fans, answering questions, chatting in the live-chat ● Monitor live-chat for anything inappropriate ● For Mobile, film in landscape mode ● Include in playlists, add end-screens/cards, promote from other videos, tags, descriptions ● Create more content derived from the stream or fan-spotlights ● Review analytics to see how to improve the next stream
  24. 24. H: 4.45” W: 4.0” On-the-go engagement from artists, as well as a cool way to answer fans questions in real time. These are a bonus feature on the YouTube mobile app. ● Think Instagram Stories - but the video segments can be 15 seconds long and expire after 7 days ● You can download Stories to publish as videos on your channel To create a story, tap the camera icon button and record. There’s also the option to save, edit, add text, links, filters, music, other artists handles, stickers and comments. YouTube Stories
  25. 25. Engagement SOCIAL PUSH By creating social assets and asking users to “swipe up” to find a new video or subscribe to the channel, it gathers a whole new audience to visit the platform and engage with the channel. Along with other socials, adding the YouTube channel or a new video to bios can help users find a channel and new content. CONSISTENT CONTENT Continued consistent, engaging, and creative content creation such as vlogs, Q&A, behind the music, personal videos, serialized content, and setting a schedule so viewers know when to expect new content, are key in creating a strong, loyal fanbase. INTERACT Communicate with viewers through liking or replying to comments on videos, or pinning a top comment - a question, a thank you, tour dates, lyrics, etc. Engaging with viewers will incentivize them to interact with the channel, as well as increase subscribers. Viewers can also be reach on the community page, and engage with other channels, videos, posts to broaden an audience.
  26. 26. For further information regarding YouTube, please check out The Daily Rind or contact your label manager.

×