Introducing the YouTube Creator Playbook for Brands

Monday, March 31, 2014 | 6:00 AM

Ever wonder why Smosh gets millions of views on every video posted to their channel? Or how Michelle Phan is able to attract and retain an audience of more than 6M subscribers who tune into her videos every week?

To demystify what makes these top channels tick and help you better understand how to create a successful strategy for your brand on YouTube, we developed the new YouTube Creator Playbook for Brands. Similar to the Creator Playbook, which has helped over 2 million of our creators grow their audiences, the Creator Playbook for Brands walks you through the steps to help you create, plan, and implement a YouTube content creation strategy; from tips on how to create videos to video promotion.

To dive right in, download the full playbook here. But to give you a taste of what you'll find, we thought we’d do some myth busting on the five most commonly misunderstood fundamentals about creating content for YouTube:

Myth #1: Virality is the only measure of YouTube success. The most successful creators release episodic series to generate high sharing and viral activity, as one video will often break out and then introduce massive audiences to the entire series.

Myth #2: I can only be successful on my own. While you should optimize your own channel for discovery, authentic collaborations with YouTube creators can be a hugely impactful way to help new viewers discover your brand.

Myth #3: All videos must provide utility. Don't get us wrong, how-to and informational videos play a key role in a content strategy, but tapping into the cultural moments and memes that your audience is a part of on YouTube is an integral part of reaching new viewers.

Myth #4: People will watch my video where I want them to. In reality, a significant percentage of your audience will discover your video from a social feed, search result, or a related video placement. You’ll know you’ve done your job when every episode of your show can be fully appreciated by a first time viewer.

Myth #5: To keep viewers interested, I need to constantly reinvent my videos. Most top creators agree that consistency is crucial to success on the site. Stay true to who you are and be consistent - in format (a recurring series), elements (intros and outros), and voice. This will set a clear point of view that accurately reflects your brand and keeps your fans coming back for more.

Check out Think Insights for more tips on how to build your audience and engage them over time.

Posted By Vanessa Pappas, Global Head of Audience Development, YouTube