Creator Playbook

Discussion in 'YouTube Discussion' started by Admin, Mar 10, 2013.

By Admin on Mar 10, 2013 at 7:56 PM
  1. Admin

    Admin Guest

    Welcome to the Creator Playbook!

    YouTube provides great resources that compiles important tips, best practices, and strategies to help you build your audience on YouTube. Hopefully you find the information helpful to your creative process, and to help you take your channel to the next level.

    Explore the Playbook

    Get Started
    What's new in this version, Icons & Definitions.

    Programming
    Build a cohesive channel strategy and viewing experience.

    Optimization
    Ensure your videos will reach the widest audience possible.

    Community
    Engage with and build a genuine community around your channel.

    Resources
    Checklists, Glossary, and Metadata Keyword Resources.
     
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Comments

Discussion in 'YouTube Discussion' started by Admin, Mar 10, 2013.

    1. Admin
      Admin
      Getting Started with the Playbook

      Overview
      Since YouTube released the second edition of the Creator Playbook in February 2012, quite a bit has changed on YouTube. And, as the platform evolves to reflect the new strategies and recommendations for audience development, so too does the Creator Playbook.

      New Focus on Watch-time and Audience Engagement
      While a video's view count undoubtedly tells a story, it certainly doesn't tell the whole story. In March 2012, YouTube shifted the site's tracking metrics to favor watch-time. Now, they reward videos that actually keep viewers engaged, as opposed to videos that merely attract clicks. So, how do you drive audience in this new, watch-time driven world? As a creator, keep doing what you do best - create great content that keeps people watching. Still not convinced you're prepared? They've added two brand new sections. "Captivate Your Audience" and "Channel Experience," providing tips and strategies to help you increase watch-time.

      The 'Channel-ization' of YouTube
      If you're a creator interested in building a successful channel on YouTube, you've got to think beyond just getting one big hit. You need to think about how you can build a chesive channel experience for your audience. Channel strategy (and the ability to drive subscriptions) will be critical to your success on YouTube. Lucky for you, we've got you covered with a brand new section called "Channel Experience."

      New and More Examples
      They're constantly looking for creators who are experimenting, innovating, and finding creative ways to push the platform. In this version, we've provided a fresh set of examples to keep you inspired.

      Icons & Key Definitions

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    2. Admin
      Admin
      Programming

      Build a cohesive channel strategy and viewing experience.

      Gone are the days when YouTube was exclusively a place for one hit, viral videos. If you're a creator interested in building a successful channel on YouTube, you've got to consider your channel's long term plan. What does this mean, and how do you do it? The answer largely lies in developing a viable programming strategy.

      Programming means creating a cohesive viewing experience across videos on your channel, where each video fits into the larger channel vision. It encapsulates both pre-production and production activities - what type of content to produce, as well as when to publish.
    3. Admin
      Admin
      Captivate Your Audience

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      Details

      Captivating and retaining viewers for the entire length of a video is achieved both by making creative content and by ensuring that the video's production maintains interest levels throughout. You Must hook viewers early, and you must craft a video that keeps their attention.

      Hook the Viewer (Compelling Video Opens)
      Many viewers decide whether they are going to keep watching your video within the first few seconds. Attention spans can be short, and viewers are just one click away from abandoning your video. The video's content - "What am I watching?" - should be made perfectly clear in the first few moments to give them a reason to stick around.

      Compelling Content First...

      The first thing the viewer sees should be compelling, whether that is the video's personality or content.
      Personalities should address/welcome the audience, ask a question, spark the viewer's curiosity, or tease the rest of the video.
      Use a 'teaser' for the content of the video, start with a quick clip that previews what's to come.

      ...Branding and Packaging Later

      Branding, flashy intros, and packaging can create a professional quality to your content, but they are not the star of the video.
      Let the content or the personality be the star upfront. That way, the viewer has a reason to watch past the intro and continue with the video.
      Alternatively, you can make sure the branding is compelling content that entertains the viewer.
      Packaging and branding should be minimal and short. We've found less than 5 seconds to be an optimal length.

      What Am I watching?

      In many cases of non-fiction programming, it is important to make it clear immediately to your viewers what your video is and what they'll be watching. If the viewer still doesn't know exactly what they're watching in the beginning of the video, they're gone.

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