YOUTUBE THEN & NOW
YouTube is no longer the home of cat videos and one-off video success. YouTube is now an entertainment destination that is geared towards channel success.
CONTENT: 500 hours of video uploaded to YouTube every minute
SESSION: 40+ minute average session time
MOBILE: 70% of watch time comes from mobile
AI: Recommendations engine bases serving decisions on 80 billion signals
STATS THAT MATTER
YOUTUBE IS A REALLY SMART ROBOT
It watches your videos, listens to your content and learns - all the time.
Focus on bringing people to YouTube and Watch Time
Think of the whole ecosystem (Creator / Viewer / Advertiser)
AND AIM TO:
Increase video watch time
Increase channel watch time
Bring people to the platform
Increase YouTube session times
BE NICHE. BE SPECIFIC.
The Guinea Pig Protocol is how we explain the importance of niche content. It's based on the premise that Youtube now creates unparalleled access to niche communities, allowing creators the ability to create specific content for a specific audience.
Take Guinea Pig lovers for example. Targeting a niche group like this with traditional media is extremely costly with little penetration. Using YouTube however you can create content cost effectively, and reach Guinea Pig fans all over the world with minimum overheads. So what was once a small unviable audience traditionally, can now become a MASSIVE engaged community.
What's your guinea pig?
YOU DO YOU
SETTING UP YOUR CHANNEL
Channel info: channel name & description
Banner & icon (clear branding and imagery)
Tags (accurate around your content and vids)
Channel trailer (create a hook)
Playlists (categorise content and set an Official Series list)
Faces: close up, eye contact
Text: 2-3 words max. & contrast
6. Branding in the correct location
8. Looks good small
9. Suits the video
10. Easy to understand
This is best practice for most channels. You don't have to do all of these things on every thumbnail.
Make the viewer need to click by creating an information gap.
Include a keyword you want to rank for.
TITLES BEST PRACTICE
Create an ‘information gap’
Be grammatically correct
Accurately describe the video
Include key word to rank for
REMEMBER, DON'T POUR SAND INTO THE GEARS OF YOUTUBE.
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