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10 FUNDAMENTALS OF A CREATIVE STRATEGY

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Sharability, Conversation, Interactivity...these are just a few of the characteristics of good YouTube creative. Read through all 10, and look up the examples referenced in support of each, to understand what works on the world's largest video platform.

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10 FUNDAMENTALS OF A CREATIVE STRATEGY

  1. 1. Google Confidential and Proprietary 10 FUNDAMENTALS of a CREATIVE STRATEGY Brandon Gross | YouTube
  2. 2. S H A R E A B I L I T Y C O N V E R S A T I O N I N T E R A C T I V I T Y C O N S I S T E N C Y T A R G E T I N G S U S T A I N A B I L I T Y D I S C O V E R A B I L I T Y A C C E S S I B I L I T Y C O L L A B O R A T I O N A U T H E N T I C I T Y 01 02 03 04 05 06 07 08 09 10 10 YOUTUBE FUNDAMENTALS
  3. 3. Discoverability Accessibility Shareability Authenticity Sustainability Targeting Consistency Interactivity Conversation Collaboration loyal fans  
  4. 4. Why is a hit series important?
  5. 5. You’ll need more than one video.
  6. 6. You’ll need more than one video. 0 0 O V E R V I E W
  7. 7. ZeFrank1 daily views  
  8. 8. None are necessary. Each can help.
  9. 9. S H A R E A B I L I T Y 01
  10. 10. Will viewers share these videos?
  11. 11. /RhettAndLink 0 1 S H A R E A B I L I T Y
  12. 12. You’ll need more than one video. “When people share this, what 10 words will they use to describe it to their friends?” /RhettAndLink
  13. 13. Be relatable 0 1 S H A R E A B I L I T Y
  14. 14. Be topical 0 1 S H A R E A B I L I T Y
  15. 15. Be valuable
  16. 16. C O N V E R S A T I O N 02
  17. 17. Is there an element of speaking directly to the audience?
  18. 18. 0 2 C O N V E R S A T I O N
  19. 19. Scripted series
  20. 20. Supplemental videos
  21. 21. I N T E R A C T I V I T Y 03
  22. 22. Is there a way to involve the audience with this idea? 0 3 I N T E R A C T I V I T Y
  23. 23. C O N S I S T E N C Y 04
  24. 24. Are there strong recurring elements to this idea? 0 4 C O N S I S T E N C Y
  25. 25. Schedule 0 4 C O N S I S T E N C Y
  26. 26. 0 4 C O N S I S T E N C Y Personality
  27. 27. 0 4 C O N S I S T E N C Y Format
  28. 28. Voice 0 4 C O N S I S T E N C Y
  29. 29. T A R G E T I N G 05
  30. 30. Is there a clearly defined audience? 0 5 T A R G E T I N G
  31. 31. “Niche” audience
  32. 32. S U S T A I N A B I L I T Y 06
  33. 33. If the audience loves it, can you make more of it? 0 6 S U S T A I N A B I L I T Y
  34. 34. 0 6 S U S T A I N A B I L I T Y/TheFineBros
  35. 35. /TheFineBros “If we can’t shoot at least three episodes in one day, we move on to the next idea.” 0 6 S U S T A I N A B I L I T Y
  36. 36. D I S C O V E R A B I L I T Y 07
  37. 37. Will the content get found through search or related videos? 0 7 D I S C O V E R A B I L I T Y
  38. 38. A C C E S S I B I L I T Y 08
  39. 39. Can every episode be appreciated by a brand new viewer? 0 8 A C C E S S I B I L I T Y
  40. 40. C O L L A B O R A T I O N 09
  41. 41. Is there room to feature guest stars? 0 9 C O L L A B O R A T I O N
  42. 42. Cast people with similar audiences 0 9 C O L L A B O R A T I O N
  43. 43. Proud collaborators promote 0 9 C O L L A B O R A T I O N
  44. 44. A U T H E N T I C I T Y 10
  45. 45. Is this idea authentic and true to brand? 1 0 I N S P I R A T I O N
  46. 46. S H A R E A B I L I T Y C O N V E R S A T I O N I N T E R A C T I V I T Y C O N S I S T E N C Y T A R G E T I N G S U S T A I N A B I L I T Y D I S C O V E R A B I L I T Y A C C E S S I B I L I T Y C O L L A B O R A T I O N A U T H E N T I C I T Y 01 02 03 04 05 06 07 08 09 10 10 YOUTUBE FUNDAMENTALS
  47. 47. 10 Fundamentals of a Creative Strategy Is your show idea... Answer Notes 1. Shareable? Will viewers share these videos. Why? Yes / No 2. Conversational? Is there an element of directly addressing the audience? Yes / No 3. Interactive? Is there a way to involve the audience in the content itself? Yes / No 4. Consistent? Does the show have strong recurring elements? Yes / No 5. Targeted? Is the audience clearly defined? Yes / No 6. Sustainable? If the audience loves it, are you able to create more of it? Yes / No 7. Discoverable? Will the videos show up in trending or common searches? Yes / No 8. Accessible? Can every episode be fully enjoyed by a new viewer? Yes / No 9. Collaborate-able? Is there room to feature guests? Yes / No 10. Authentic? Is the content inspired and true-to-brand? Yes / No

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