Up until now, it’s been a mystery as to how brands can truly make a success of marketing on YouTube.
Largely it’s been a case of trial and error. Of the top 5,000 YouTube channels, only 2% are owned by brands.
This is incredibly frustrating if your company is committed to content marketing and wishes to exploit the many benefits of online video, but are then presented with the stark fact that if you’re not a teenager showing off their latest shopping haul or Rihanna then you might as well give up.
Common sense largely prevails though. The brands that do succeed on YouTube – GoPro, Marvel or Disney all have a strong similarity. They create content that is entertaining, engaging, unique to the channel and informative.
Timeless qualities that will always ensure a channel’s success no matter how much a search algorithm changes.
A few month’s ago I looked at YouTube strategy for brands and it’s made pretty clear that all of a YouTube creator’s positive efforts will help increase a channel’s ‘velocity’. This rather nebulous term is what YouTube is hungry for. Velocity is achieved through sharing, engagement and ultimately subscribers.
This week YouTube has revealed its Creator Playbook for Brands. It’s a massive 100 page tome with a highly detailed seven step approach to content marketing.
Here I’ll be highlighting the explicit set of guidelines YouTube has provided to help brands create successful content.