This document discusses optimizing YouTube videos for viewer retention. It explains that YouTube prioritizes watch time and session time when evaluating video success. It recommends enticing viewers, hooking them within the first 15 seconds, and keeping them engaged with compelling content, calls to action, and end elements like playlists. The document stresses providing value to viewers and optimizing videos for the human experience over self-promotion to dominate on YouTube.

1. create and
evaluate your
video framework
youtube.com/videocreators

4. THE VIEWING EXPERIENCE
SETS EXPECTATIONSYOUTUBE / TV

5. Old Media
O

6. New Media
N

7. Old Media New Media
Self Benefit Social Benfit
Actors Authentic
Character Centric Viewer Centric
“Watch This!” “Join This!”
Shows People
Subtle, yet
distinct,
differences

9. Evaluation
E

10. Goals
1
Make people come back to the
platform often.
Return 2 Keep
Keep them on the platform for an
extended period of time.

11. Watch
Time
Session
Time
+ YouTube’s primary signals
for determining success.
Success
=

12. Proccess
Entice Viewers Hook Viewers Keep Viewers>>

13. Entice
1

14. Hook
2

15. Keep
3

16. Proccess
• Titles
• Thumbnails
• First 15 seconds
• Hook
• Branding
• Introductions
• Content
• CTAs
• Annotations
• Interactive Cards
• End card elements
• Playlists
Entice Viewers Hook Viewers Keep Viewers

17. Retention
Evaluate your video
structure to increase
watch time.

18. PROVIDE AMAZING VALUE.
OPTIMIZE IT FOR PEOPLE.DOMINATE

19. Tim Schmoyer
@timschmoyer
youtube.com/videocreators
tim@videocreators.com