Hacking the YouTube ‘Playbook for Brands’: Channel Your Brand

/ Jun 24, 2014


Having successfully put together some playlists of your brand’s videos, it’s time to make sure your entire channel embodies your brand and sends a coherent message. Your channel is your brand when it comes to YouTube, after all, so make it the best experience possible for your viewers.

Your channel’s “cover page” is what people see first.

This includes the likes of its name, icon, description, and art. When creating the following, as always, keep in mind what will intrigue viewers at face value. They have no choice but to judge your channel by its cover until they start watching your videos.

A short, easy-to-remember name does best. This is what will appear all over YouTube. It has to indicate your brand, as well as grab potential viewers’ attention.

A square, high-resolution icon catches the eye. This image will appear next to all of the videos your viewers watch. Most likely, you’ll want to use your brand’s logo to remind people exactly whose content they’re watching.

Channel descriptions need to cover the important aspects up front. Since only the first several words of the description show up across YouTube, it’s key to start out with the most crucial aspects of your branding. Stick your upload schedule in the description, too, so viewers won’t have to dig for such basic information.

Simple, compelling images make great channel art. Named your channel’s “primary branding” by the YouTube “Playbook for Brands,” the art you use to decorate your channel will help create a coherent, online image for your viewers to follow.

Your channel will have two, basic types of viewers: subscribed, and unsubscribed.

While subscribed viewers have already watched your branded content, unsubscribed viewers may need further (or at least less customized) direction in order to navigate your YouTube channel.

Subscribed viewers get told “What to Watch Next.” This feature provides them with recommendations based on what they’ve already seen on your channel. You can also use InVideo Programming to push certain videos by placing them up front in the “What to Watch Next” list. Keeping an active feed will further engage subscribers. The more your brand posts, the more opportunity subscribers will have to surf through your content.

Unsubscribed viewers see your channel trailer. Make sure to enable it for new viewers, so that they won’t have to subscribe to have a video play immediately upon locating your channel page. Keep the trailer brief so that when your invitation to subscribe comes up at the end, viewers won’t have to have waited long to be able to click on it!

YouTube has created tools to help you promote your channel.

You’re working with YouTube when you decide to showcase branded content on the platform. The video site has a bunch of ways already built in to help spread the news of your channel.

InVideo Programming: By enabling the Channel Promotion feature here, it will automatically insert your channel’s icon across your entire selection of videos.

Annotations and CTAs: Though we’ve already gone over annotations and calls to action, one of their best uses is to direct viewers to your channel page. Vocally asking viewers to view your channel page helps supplement visual calls, as well.

Google+: Connecting your Google+ page to your YouTube channel will allow for easy discovery of your page on the latter. The features available through Google+ will help you manage your channel, which we’ll go into further in future posts.

Related Channels: Again, be sure to enable this feature. Though it may seem like a drag to potentially have other brands’ channels promoted through yours, they will automatically return the favor via YouTube. Saying no to this feature pulls your channel from being promoted on others.

Featured Channels: These are the ones your brand chooses to promote on your channel page. If your brand works on other channels, those are obvious first choices to feature. If not, choose ones that you think your target demographic will best relate to. Featuring other creators that aren’t brand oriented will help your brand appear more personable to viewers, especially if those viewers also happen to be fans of these creators from the get-go.

We’ve gone into promoting your channel a bit in covering the whole channel experience, but we’ll get more into that on our next post, as we continue to help you decode the YouTube “Playbook for Brands.”

Tags: , , , , , , , , ,

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series


Verizon and Hearst Move RatedRed.com and Seriously.TV Under...


Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

Defy Media

Defy Media Close $70 Million Series B Funding Round

YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...