Google YouTube Creator Playbook Guide Version 2 Bedienungsanleitung

Creator Playbook Version 2 February 2012

Community Actions: ‘Likes’, ‘Favorites’, Comments, Shares •  Measure community actions as a ratio of total views to gain the best understanding of wh

Audience Retention •  The ‘Relative’ retention graph shows how your video performance compared to other videos on YouTube of the same length. ‘Absol

12"How-To Steps 1. Gain fluency in YouTube Analytics Explore YouTube Analytics and read through documentation to understand what each metric mea

13"Section One Programming & Producing 14 The First 15 Seconds 18 Calls to Action 23 Regular Schedule and Frequency 28 Tent-pole Prog

Programming & Producing The First 15 Seconds Strategy: Make the beginning of your videos compelling to your viewer. Why It Works: Attentions span

Compelling Content First… •  The first thing the viewer sees should be compelling, whether it is the personality or the content of the video. •  Pers

Examples 16"The First 15 Seconds Engage First, Brand Second •  /sxephil Branding as Compelling Content •  /CollegeHumor Compelling Openings •  /V

How-To Steps 1. Understand the engagement & viewing trends of your content Use tools available in Analytics to better understand how your videos

Calls to Action Strategy: Direct viewers during the video to take actions that can help build audience. Why It Works: Online video is an interactive

Subscribe •  Videos should have a CTA for the viewer to subscribe to your channel. •  Give them reasons to subscribe: more great videos every week,

2"Table of Contents Programming & Producing 14 The First 15 Seconds 18 Calls to Action 23 Regular Schedule and Frequency 28  Tent-pole

To Camera Host-Mentions •  Talking directly to the camera in a genuine manner can get the audience to listen and act. Having the talent of the video,

Examples 21"Subscribe •  /MysterGuitarMan Ask a Specific Question •  /KnowYourMeme Calls to Action •  /DailyGrace •  You! More Content (Annotat

How-To Steps 1. Determine desired actions Decide what actions you want your viewers to take for each video. Prompts for key community actions such as

Regular Schedule & Frequency Strategy: Release content frequently on a recurring schedule and maintain activity on the channel. React to trending

Frequency of Uploads and Engagement •  Publishing content regularly and often will keep your channel feed active, increase your placements on the sit

Set a Schedule •  Release videos on a set day of the week, if possible. Releasing videos on a recurring schedule helps build a structure to your chan

Examples 26"Supplemental Content (Behind-the-Scenes / Teaser) •  /TheMomsView Maintaining an Active Feed with Uploads and More Supplemental Conte

How-To Steps 1. Find the right schedule for your content The right schedule depends on your category and content. There may be existing trends that yo

Tent-pole Programming Strategy: Create, release, and/or package content that is themed around tent-pole events. Why It Works: Tent-pole events drive

Why does Discovery channel have Shark Week every year? Why do a lot sitcoms have a Halloween themed episode at the end of October? Why does the Today

3"Introduction Welcome to the second edition of The YouTube Creator Playbook! This version features a new look, brand new sections to reflect the

30"How-To Steps Tent-pole Programming 1. Create a programming calendar Create a programming calendar for upcoming months. Identify the key tent-p

Cross-promotion & Collaboration Strategy: Work with other creators and cross-promote content between channels. Why It Works: Cross-promotion dire

32"General Best Practices •  Cross-promote and collaborate with other channels that are relevant to your audience or attract similar demographic

In-video Promotion •  Guest Star: Appearing or guest starring in other channels’ content is a great way to work with other creators and channels. Yo

Shared Topics •  Organize and create videos with other producers that are related, complementary, or supplemental. Focus both sets of content on the

Examples 35"Guest Star Collaboration and Cross-Promotion •  /FreddieW and /EpicMealTime •  /Weezer and /TheMuppetStudio Cross-promotion & Col

How-To Steps 1. Build your channel’s appeal Before reaching out to collaborate with other channels, build your value with great content and an engage

37"Programming & Producing Checklist Create great content that is unique, compelling and entertaining or informative. Optimize the first 15

38"Section Two Publishing & Optimization 39 Metadata 44 Thumbnails 47 Annotations 52 Playlists & Video Responses 57 Channel Pag

Publishing & Optimization Metadata Strategy: Write optimized titles, tags, and descriptions for your content. Why It Works: Metadata helps YouTub

4"Playbook Structure The Creator Playbook is structured into three sections: Programming & Producing, Publishing & Optimization, Communit

YouTube is the world’s 2nd largest search engine; optimize your video to take advantage of this fact. Metadata is the information that surrounds your

Publishing & Optimization Title Titles are an important tool to describe the content and compel users to click on your video. Think of them as tag

Publishing & Optimization Description Descriptions provide additional context and information about your video to compel viewers to click. Every v

43"How-To Steps Metadata 1. Utilize keyword resource tools Use the keyword generator tools (links available in Appendix) to help you generate an

Publishing & Optimization Thumbnail Optimization Strategy: Create great, high-quality custom thumbnails for your videos that accurately represent

Publishing & Optimization Thumbnails, along with your video title, act as mini marketing posters for your content on YouTube. You should always cr

46"How-To Steps 1. Keep thumbnail optimization in mind when shooting Shoot your videos to make the content translate into a great thumbnail. Prop

Publishing & Optimization Annotations Strategy: Use annotations on your videos to increase viewership, engagement, and subscribers. Why It Works:

Publishing & Optimization Annotations are text overlays that you can place on YouTube videos. There are numerous uses for annotations and producer

Publishing & Optimization 49"Annotations General Best Practices •  Avoid annotations in the lower-third of the video. The advertisement over

5"Icons & Key Definitions Progress bar appears at the top of the page showing the progress through each best practice explanation. Progress B

Publishing & Optimization 50"Annotations •  Subscribe Button - Makes it easy for viewers to subscribe right from your videos. When clicked, t

51"How-To Steps 1. Learn how to create annotations Understand the different types and uses of annotations, as well as how to create and edit them

Publishing & Optimization Playlists & Video Responses Strategy: Organize your content into sets of videos using playlists and video responses.

Playlists as Organization Playlists are a great way to organize your videos into groups and viewing sets. If you have multiple shows or themed conten

54"Promote Your Playlists •  Creating or adding videos to a playlist will be published to your feed, notifying your subscribers. Adding to your

Examples 55"Playlists on Channel ‘Hosted’ Playlist Example ‘Added to Playlist’ in Feed Publishing & Optimization Playlists & Video Respon

How-To Steps 1. Set a strategy or use of playlists for your content and channel Each channel is different, so find the right use of playlists and vide

Publishing & Optimization Channel Page Optimization Strategy: Optimize and design your channel page’s avatar, metadata, layout and background. Set

58"Discoverability •  Upload a square high-resolution (1600px x 1600px) avatar that is recognizable at smaller resolutions. This avatar will be

59"YouTube Channel Pages have two main ways of displaying a channel’s video content: through the Feed or through the Featured Tab (utilizing chan

6"YouTube Analytics YouTube Analytics is a powerful tool and valuable resource for all content creators. The tool provides deep insights about y

60"YouTube Channel Pages now come with the ability to organize content into templates. Highlighting playlists, recent uploads, or other channels,

Publishing & Optimization Examples 61"Creator Template with Other Channels Module enabled •  /SongsToWearPantsTo Blogger Template with Top Br

How-To Steps 1. Design a great channel background Design an attractive background for your channel that features the personalities, characters, or con

Publishing & Optimization Reaching All Audiences Strategy: Optimize videos and create content to reach the widest audience possible. Why It Works

64"Be Part of the Global Community •  Find out what other channels exist around the world that are relevant or similar to your content. •  Cons

65"You can optimize your current content to be able to reach more audiences. YouTube provides several features to help you caption and subtitle y

Publishing & Optimization Examples 66"Metadata in Two Languages •  /tartofraises1 •  /megwin Reaching All Audiences Collaboration with Globa

How-To Steps 1. Consider all audiences when creating content Identify opportunities to reach a new audience around the globe with your videos. Adapt y

Publishing & Optimization 68"Publishing & Optimization Checklist Write detailed and comprehensive metadata following keyword strategies a

69"Section Three Community & Social Media 70 Involve Your Audience 75 Blog Outreach 78 Other Social Media 84 Checklist

YouTube Analytics Strategy: Use YouTube Analytics regularly to assess your channel’s performance, and investigate changes or trends across different m

Community & Social Media Involve Your Audience Strategy: Interact with your audience and involve them in your videos or channel. Why It Works: Vi

71"Ask the Viewers •  Ask viewers for their opinions, ideas, or feedback on videos. Whenever you try something new, ask for their thoughts. •  I

72"Your viewers don’t just want to be an audience, they want to be a community. They want to engage with your channel and interact through commen

Examples 73"Featuring the Audience •  /schmoyoho Featuring Comments / Acknowledging the Viewers •  /iJustine Asking the Audience •  /BarelyPoliti

How-To Steps 1.  Set your own interaction strategy In whatever way makes sense for you, your content, and your channel, acknowledge the viewers and m

Community & Social Media Blog Outreach Strategy: Share your content with relevant blogs, sites, and online communities. Why It Works: Blogs and o

Don’t limit your purview to just YouTube. A lot of viewers find content on YouTube through other sites on the Internet. There are tons of sites and bl

77"How-To Steps 1. Create a blog roll Use blog directories such as Google Blog Search, Technorati, and Alexa to find blogs and sites that are rel

Community & Social Media Other Social Media Strategy: Leverage other social media to build viewership on your channel and engage with your audienc

Creators should establish a Google+ Page to engage with fans and other YouTube creators. Google+ allows you to organize people into different ‘circles

YouTube Analytics is a robust tool that provides informative data and insights about your content, your audience, and your programming. What you learn

80"Hangout! •  Host Google+ Hangouts with your fans on a regular basis. •  Hangouts are a great way to seek input from your fans and reward you

Creators and Partners should have a Facebook presence for their YouTube channel. It is a great tool to interact with your fans in different ways and b

82"Twitter Best Practices •  Twitter updates should be a mix of personal updates as well as promoting your content. •  Share links to your newes

83"How-To Steps 1. Create and set-up accounts on social media sites Create accounts on sites that are relevant to your content and audience. Fin

Community & Social Media 84"Community & Social Media Checklist Set up accounts and set specific strategies for all social media sites tha

85"Now, Go Create Something.

86"Appendix 86  Video Upload Checklist 87  Metadata Keyword Resources 88 Glossary

87"Video Upload Checklist Create and upload a great, eye- catching thumbnail that is high resolution. Every channel’s specific approach and strat

88"Metadata Keyword Resources •  YouTube Keyword Generator / Video Targeting Tool: Identify new keywords for your video. https://ads.youtube.com/

Glossary (Annotations - Feed) Annotations!Video Annotations are an uploader-controlled dynamic overlay you can add to videos that allow you to overlay

Viewership •  Identify and analyze your most viewed days, weeks, and individual videos to understand why they were so successful. Determine the cause

Glossary (Favorite - Share) Favorite(s)!A user action that adds a video to their channel’s‘favorites’ playlist. This action can also be broadcast out

Glossary (Suggested Videos – YouTube Analytics) Suggested Videos!Video thumbnails that appear in the right hand column of watch pages and the homepage