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YouTube Content strategy

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Content strategic for YouTube. Is more than Viral. Video content architecture. What is Hygine, Hub and Hero content. Types of user behavior on YouTube.

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YouTube Content strategy

  1. 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1 BRANDContent Building Through online video
  2. 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 What makes a Great Brand VDO?
  3. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 More Than Viral
  4. 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
  5. 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 Hub VIDEO CONTENT ARCHITECTURE Hero Hygiene
  6. 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 User Behaviour on YouTube Looking for answers to questions Search Browse Looking to be entertained, ready to be distracted Be the most compelling answer to the question entertain and inspire through emotional storytelling Hygiene content Hero content
  7. 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
  8. 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8 Volvo Trucks HERO
  9. 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
  10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 10 Google confidential what you want to communicate about your brand, packaged in a story which •  makes an emotional connection •  is memorable •  invites further participation hero content best practice principles for
  11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 1. Funny Toyota – Swagger Wagon 9.9M views 2. Sexy Levi’s – Rear View Girls 7.4M views (original video down) 3. Shocking Carlsberg and Mentos 2.7M views 4. Unbelievable 5. Controversial 6. Geeky PS3 – Michael 10.3M views 7. Illuminating Samsung – HD Camera Trick 1.5M views 8. Random Cadburys – Eyebrows 8.2M views 9. Zeitgeist Nike – Write The Future 26.6M views 10. Cute VW – The Force 44.3M views 11. Uplifting Alphabet Photography 35.1M views 12. Moving John Lewis, Christmas ad 4.1M views DC Shoes - Gymkhana 30M views Leicester NHS - Teenage Kicks 2M views in 2 weeks Trigger emotion for great Hero content
  12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 hero Life
  13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13
  14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Hygiene content - what is it? "With 1,000 million people watching YouTube, there are millions who are just looking for instructions, information, solid advice." Hygiene content what your target market are searching for what your brand has to say
  15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 The videos go into greater depth on the various technical specifications and functionality of as well as providing videos of interest to specific target audiences. The Hygiene Content Illustrates Product Benefits Dynamic Steering video – 1M views Welcome To My Cab Webisode - 600k views
  16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 16 Google confidential Knorr Recipes HYGIENEHow to…
  17. 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 Millions of consumers are just looking for instructions, information and solid advice
  18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18 Advertisers vs YouTubersattention/activity/reach Time act like an advertiser here act like a YouTuber here
  19. 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 Hero → Hygiene - Volvo trucks Now you got my attention!
  20. 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 Google Confidential and Proprietary HUB
  21. 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 Google Confidential and Proprietary How good is your channel?
  22. 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 HUB Hygiene content be the most compelling answer to the question discovered through search Hub regularly updated destination and valuable and engaging content worth returning to subscribe - like - follow Hero Content entertain and inspire with emotional storytelling promoted through advertising
  23. 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23 Nike HUB
  24. 24. Google Confidential and ProprietaryGoogle Confidential and Proprietary Hygiene/Hero/Hub in action, Nike Basketball Hero – Just Fly Dunk around 2.7M views Hub/Hygiene uploads regularly
  25. 25. Hub Content Source: Google Internal Data
  26. 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26 2x 1x Unsubscribed TV Build your HUB Users who subscribe watch more of your content Subscribed Average Watch Time of Channel Content in Minutes Source: YouTube Internal Data
  27. 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27 Hub VIDEO CONTENT ARCHITECTURE Hero Hygiene
  28. 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28 Complimenting TV to further reach Cost/GRP Reach VDO TV
  29. 29. Google Confidential and ProprietaryGoogle Confidential and Proprietary HYGIENE HUB HUB HUB HUB Jan Mar May Jun Jul Aug Sep Oct Nov DecFeb Apr HERO HERO HERO Editorial Calendar to align with your Annual Marketing Plan Tell better stories to the right people with the right content Use the Hero Hub Hygiene framework to organize your content creation Hero Content Large-scale, tentpole events or “go big” moments that drive awareness at scale Hub Content Regularly scheduled “push” content around customer passions Hygiene Content Always-on “pull” content optimized to users’ intent and interests
  30. 30. Google Confidential and ProprietaryGoogle Confidential and Proprietary How-to’s, Demos, Customer Service Original Series, Success Stories, Passions, and Interests Product launches & seasonal campaigns Align your content with your media buys and annual marketing plan to engage the right audience Hero Multi-Channel Media TV, Out of home, YouTube Masthead, Engagement AdsHub Targeted Media TrueView In-Stream, Engagement Ads Hygiene Intent based Media TrueView In-Display, Category Search
  31. 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31 thanks Thank you

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