Hacking the YouTube ‘Playbook for Brands’: Scheduling Content

/ May 8, 2014

YoutubePlaybookBrands

YouTube’s “Creator Playbook for Brands” gave us ten tips on creating content viewers will watch. Now, we have to help navigate when they will watch it. The Playbook separates content into three categories that will draw people to your channel at different times. The divide can helpfully separate your videos into “hygiene content,” “hub content,” and “hero content.”

Hygiene Content

Think of these videos as you do your morning bathroom routine. You’ve got to complete this routine every morning if you want to look and smell (and actually be) clean for the public you encounter on a daily basis. Similarly, hygiene content refers to the videos that will draw people to your channel on the regular because they answer everyday questions.

For example, any “how to” related to your brand would fall under this category. Always relevant, tutorials on how to best apply eyeliner should unfailingly find an audience amongst makeup-wearing consumers. If your brand focuses on beauty, a video like this makes you seem reliable, relatable, and simply like you know what you’re doing.

As a brand, you should always be releasing this kind of content. Upon launch, the Playbook suggests you have at least eight videos like this to get noticed on YouTube. Plan releases based on high-volume searches in your brand’s consumer category, and let viewers know that you give out tips like these on a regular basis!

Hub Content

The rock of your channel, this sort of content should come out on a regular basis. Releasing these videos per the “episode” model on the same day or two every week works best. This is your opportunity to harness and showcase your brand’s voice, so use it to come out with something distinct and identifiable.

Be sure to create consistency within these videos. You want audiences/consumers to recognize your brand’s videos if they happen to come across them outside of your channel. Also, you don’t want to confuse audience within your channel, either, by changing your tone and format every week.

Make sure people know your schedule so that they can tune in on the regular, and so that they can knowledgeably share your content with friends.

Hero Content

Once you’ve established your channel, give your loyal audience a treat with what the Playbook deems “hero content.” Centered around the tent-pole events like holidays, such videos often require increased capital, so save up for big seasons like Christmas when people expect something more from brands all around.

Of course, it’s important to make videos about relevant events only. If your brand caters to women obsessed with fashion and beauty, the Super Bowl may not serve as the best event around which to plan your special programming.

Also, the bigger budget spent on these videos should translate to more time for a higher-quality final product. Fill out a calendar so that your brand can plan accordingly for the events that demand your marketing attention. This will also help your brand get its hero content out early, so that viewers aren’t bored with everything Christmas-related by the time your Santa videos come out on December 24th.

Remember, all of these videos can (and should) end in an invitation to subscribe to your YouTube channel. And once some people subscribe, the next logical step is to encourage more viewers to follow in their footsteps…

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