youtube content strategy
TRANSCRIPT
Google Confidential and Proprietary 1 Google Confidential and Proprietary 1
BRAND
Content
Building
Through online video
Google Confidential and Proprietary 2 Google Confidential and Proprietary 2
What makes a Great Brand VDO?
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
Hub
VIDEO CONTENT ARCHITECTURE
Hero Hygiene
Google Confidential and Proprietary 6 Google 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
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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
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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
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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
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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
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Knorr Recipes
HYGIENE How to…
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Millions of consumers are just looking for instructions, information and solid advice
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Advertisers vs YouTubers at
tent
ion/
activ
ity/r
each
Time
act like an advertiser here
act like a YouTuber
here
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Hero → Hygiene - Volvo trucks
Now you got my attention!
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HUB
Google Confidential and Proprietary 21 Google Confidential and Proprietary 21 Google Confidential and Proprietary
How good is your channel?
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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
Google Confidential and Proprietary Google Confidential and Proprietary
Hygiene/Hero/Hub in action, Nike Basketball
Hero – Just Fly Dunk around 2.7M views
Hub/Hygiene uploads regularly
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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
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Hub
VIDEO CONTENT ARCHITECTURE
Hero Hygiene
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Complimenting TV to further reach
Cost/GRP
Reac
h
VDO TV
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HYGIENE
HUB HUB HUB HUB
Jan Mar May Jun Jul Aug Sep Oct Nov Dec Feb 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
Video Content Strategy Hero, Hub, Hygiene Opportunity
How to customize: For more details on Hero, Hub, Hygiene and video content strategy, see the brand creator playbook at YouTube Brand Partner SaleHub page.
Google Confidential and Proprietary Google 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 Ads
Hub
Targeted Media TrueView In-Stream,
Engagement Ads
Hygiene Intent based Media TrueView In-Display,
Category Search
Video Content Strategy Hero, Hub, Hygiene Value Prop
How to customize: For more details on Hero, Hub, Hygiene and video content strategy, see the brand creator playbook at YouTube Brand Partner SaleHub page.