Hacking the YouTube ‘Playbook for Brands’: Strategy Basics

/ Apr 1, 2014


Since VideoInk has been bringing you tips from the YouTube “Creator Playbook” (more to come shortly), we figured we’d turn it around and give brands a chance to take advantage of what the online video platform has to offer. As viewers gain more and more control over what they watch on the internet, brands get a bigger chance to interact personally with the YouTube audience of their choice.

Now it’s time to start hacking into “The YouTube Creator Playbook for Brands.” So if you represent a brand that wants to optimize its exposure on YouTube, read on for step one of getting involved in the world of online video marketing. Let’s begin with the basics. You need to have a plan that makes your content work toward reaching your brand’s goals. Here are the steps, broken down by the “Creator Playbook” and decoded by us, to help you determine a content strategy:

1) Figure Out Your Brand’s Essential Content and Make It Fun

Combine what your brand can uniquely offer consumers with the consumers’ passions. Using the Playbook’s “inspire, educate, and entertain” model, come up with something that can merge brand promotion and fun activities for your consumers. For instance, if you’re targeting potential customers with pets, add to the plethora of YouTube cute pet videos but make sure you tack on your brand logo.

2) Ideas First, Structure Later

The Playbook points out that you can either create your own, original content for your brand, or you can curate existing content to showcase your goods. If you’re feeling creative, you can try out video tutorials on how to use your products, develop regularly scheduled content to keep consumers interested, hitch on to holidays with tentpole content relating to your brand, or make a big video splash when you launch a new product.

3) Where to Put Your Content

In addition to having a “central hub” where you can store all of your content (try a brand YouTube channel that you can link to at will), you’ll need to structure when and where else you release your stuff. Use a calendar to keep your content launch dates organized. Content like video tutorials should always be easy to access online, while you can schedule semi-regular content like a series, with bigger announcements, like new product launches, scheduled with their appropriate release dates.

As we forge through these tips, you’ll develop a better handle on how to activate and perfect your brand’s online content. For now, we’ll shift our focus to getting to know your average YouTube watcher with our next “Creator Playbook for Brands” set of decoded tips.

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