Ten tips for managing a science communcations YouTube channel, based on lessons learned from the Royal Institution's Ri Channel.

1. What, no cat videos?
A science communication guide
to working on YouTube
Dr Gail Cardew
Director of Science and Education
April 2015

2. • Founded in 1799 for ‘the
diffusion of knowledge’ to the
general public
• Famous scientists – Davy,
Faraday etc
• CHRISTMAS LECTURES – first
science on TV
• Videos: science communication
for a digital age
The Royal Institution
“Encouraging people to think further about the
wonders and applications of science”

3. 1. Why make videos?
2. What does success look like to you?
3. View counts are not the only metric
4. The three minute video myth
5. Find your voice
6. And be consistent
7. Be organised
8. Collaborate
9. Converse
10. The impact question
Our top-10 YouTube guide

4. • Online video traffic will be 55%
of consumer Internet traffic by
2016
• YouTube now has over 1 billion
users
• And it’s growing – 50% up year
on year
• YouTube can help connect your
videos to whole new audiences.
1. Why video?
And why YouTube?

5. • With a potentially vast online
audience, your videos have
potential to:
• Get people talking
• Reach new countries
• Get seen by lots of people
• Increase visitor numbers
• Raise brand awareness
• So, how will you know when
you’re doing well?
2. What will success look
like to you?

6. Match metrics to objectives:
• Subscribers
• Comments
• Devices (mobile, PC, tablet)
• Demographics
• Age
• Male/Female
• Country
• Minutes watched
3. View counts are not
the only metric

7. • Shorter is not always better
• YouTube’s main engagement
metric is minutes watched
• Engagement is key to unlocking
the YouTube algorithm. The
algorithm controls:
• Search placement
• Related videos
• Suggested videos
4. The three-minute
video myth

8. Over 300 hours of video are
uploaded to YouTube each minute.
Make yours stand out by:
• Being authentic
• Making videos with a target
audience in mind
• Being yourself
5. Find your own voice

9. There are many ways to be
consistent. Pick the ones that work
for you:
• Consistent presenter(s)
• Defined video format(s)
• Consistent release schedule
• Consistent visual style
6. And be consistent

10. Viewers will like:
• Regular video releases
• Organised playlists
• Clear and consistent titles
• Great thumbnails
YouTube’s algorithm also uses:
• Tags
• Keywords in titles and
descriptions
• Closed caption files (subtitles)
7. Be organised

11. Collaboration will help your channel
grow and bring new inspiration:
• Work with other YouTubers
• Respond to other YouTube videos
• Think about guest stars for your
videos
• Collaborate with like minded
organisations
8. Collaborate

12. Talking to your audience
encourages visitors to return:
• Have a comments policy which
supports your own objectives
• Listen to your audience, in
comments and social media
• Make more videos in response to
what your viewers are saying
9. The conversation

13. • With YouTube it’s easy to
measure your reach
• Some metrics help measure
engagement
• But how do you measure impact?
• What difference are our
videos making to our
audience?
• Are they learning?
• How are we affecting their
lives?
10. The impact question

14. • For all scientists/engineers to recognise that public
engagement is a core component of their work, not an
added extra or ‘hobby’
• Recognition that good public engagement needs
continuous investment to flourish. It can’t be done
properly as a ‘one-off’ activity or on a ‘next to nothing’
budget
• Recognition that public engagement isn't some boring
sausage factory that supplies industry with labour. It's a
long-term process that incorporates wider cultural
perspectives and values, as well sheer enjoyment for
many
Three recommendations
to improve engagement