release schedule...optimize your release schedule review your existing content + the competition...
TRANSCRIPT
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Identify the “Why” develop a release schedule
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Research and review
“Program with Purpose”
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Follow through04
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Think about your mission on YouTube and ask yourself:
■ What do you want to say?
■ What can you share with others?
■ Who are your favorite YouTube creators?
■ How can you have an impact?
■ For inspiration, check out this channel trailer, which breaks down the “why?” in 60 seconds
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MY FAVORITE VLOG EVER!!
Release schedules are critical when building and fulfilling audience expectations. Before programming, ask yourself:
■ How many videos can you release per week?
■ What days of the week you will release on?
■ Will you rotate content type?
■ Will you link content to specific days of the week?
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Before building a new programming slate, it’s important to analyze your existing content:
■ Look for patterns
■ Identify outliers
■ Review your formats
■ Look at subscriber vs. non-subscriber watch time
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A format is a repeatable video concept, often linked to a specific vertical. It’s important to learn the formats that exist in your vertical and utilize them to provide:
■ Familiarity
■ Room for experimentation
■ Expanded audiences
■ Repeatability
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Stay on top of trends as they appear on the platform and remember to:
■ Be timely; it’s important to only engage with trends while they’re still fresh
■ Be true; when leaning into a trend, be sure to create something authentic to the original meaning
■ Be creative; Don’t be afraid to put your own spin on things
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Use the suggested traffic data available in analytics to identify:
■ What types of content are driving viewers to your channel
■ What creators your audience has an affinity for
■ The reach + scope of your content
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The search data available in Google Trends and YouTube analytics can give you crucial insights when planning content:
■ YouTube Search traffic will allow you to see what searches directed viewers to your content
■ Google Trends allows you to track the popularity of various search terms over a period of time
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Tentpole events are major cultural moments; think holidays, premieres, sports championships, music festivals, or conventions. When building content for these:
■ Start early; searches for a topic like “Easter” start weeks before the actual holiday
■ Stay timeless; avoid calling out specific dates or years when possible
■ Repeat performances; consider creating a series around your yearly visit to events
■ Keep metadata up to date; don’t forget to review + update your titles and thumbnails as the event rolls around each year!
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Hero content serves as a tentpole moment and drives viewers to your channel who are unfamiliar with you or your brand
■ Rare, usually built around a major event, release, or big idea
■ Deals with mass appeal topics that lean into the video’s concept as opposed to your star power
■ Provide a moment of massive promotion, converting a large amount of casual viewers into loyal subscribers
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Help content is evergreen and serves as a source of continuous viewership and subscriber growth; e.g. “How to tie a tie”
■ Targeted topics; appeals direct to specific interests by fulfilling a need, addressing a niche, or answering a question
■ Infrequent, but not rare; help content is more common than hero content, but likely won’t be the bulk of your releases
■ Converts casuals; help content is meant to expose your content to non-subscribers, bringing them into the fold and converting them to subscribers
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Hub content appeals to your core audience, keeping them coming back via steady, consistent, content that appeals to their expectations and desires.
■ Common; this content will likely be the majority of your releases and speak directly to your channel goals / mission
■ Familiar; hub content should feel familiar to long time viewers; lean into your formats and don’t be afraid to get personal!
■ Repeatable; hub content should be easy to produce on a consistent basis, save the big picture stuff for hero ideas!
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Always try to maximize your production time; get as many videos out of a location and/or shoot day as possible!
■ Block shoot; shooting multiple videos back to back will maximize efficiency
■ Repackage; compilations, reactions, and top tens are all great ways to revive old content for your viewers
■ Get Extra; where possible, try grabbing extras like BTS, bloopers, or random funny moments and build those into their own pieces of content
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Once you’ve set expectations for your audience, it’s crucial that you follow through on them. Stick to your release schedule and remember the following:
■ Consistency doesn’t equal volume; being consistent doesn’t necessarily mean posting every day!
■ Keep your content manageable; high production value videos are great, but are very difficult to sustain
■ Start traditions; catch phrases and nicknames for your audience are a great way to build consistency into your content!
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Worried that you won’t have time to produce one of your standard uploads? Lean into YouTube’s lightweight creation features!
■ Create with YouTube Stories
■ Post on the Community Tab
■ Go Live
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Always keep the conversation flowing between you and your audience:
■ Fill the silence; the conversation shouldn’t begin and end with your videos!
■ Get feedback and suggestions; whether it’s about individual videos or the overall channel strategy!
■ Keep em’ in the loop; always communicate breaks, changes, or events to your audience in advance
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Short term considerations:
● Develop a voice and mission for your channel
● Optimize your release schedule
● Review your existing content + the competition
● Research formats, trends, and search + suggested
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Long term considerations:
● Programming with Purpose via Help, Hub, and Hero content
● Stay consistent and communicate any breaks or content gaps
● Lean into lightweight YouTube tools and always make the most of your content
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Short term considerations:
● Find your why
● Optimize your release schedule
● Review your existing content + the competition
● Research formats, trends, and search + suggested
01
Long term considerations:
● Programming with Purpose via Help, Hub, and Hero content
● Stay consistent and communicate any breaks or content gaps
● Lean into lightweight YouTube tools and always make the most of your content
02
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