Hacking the YouTube ‘Playbook for Brands’: Scheduling Content

/ May 8, 2014


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…

Tags: , , , , , , ,


Lesbian Vampires & Kotex: How ‘Carmilla’ Became...


MTV Labs Taps Rapper A$AP Rocky as Creative Director


FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal


Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal


Storyful Launches Viral Video Marketplace


Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

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


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