YOUTUBE CONTENT FORMAT GUIDE – IMPROVE YOUR CHANNEL!

No matter where you’re from or how old you are, you can probably name a classic YouTube content format: “How to videos”, “haul videos”, “fail videos”, “unboxings”, “reaction videos”, “challenges”, and “bad lip readings” are only some.  Formats frequently introduce interactivity into video-watching. Three of the top channels on YouTube (The Fine Brothers’ React Series, Epic Rap Battle, and Honest Movie Trailers), are steered by viewers who suggest what topic should be featured, and receive on-screen credit if their ideas are used. These three series amassed a combined two billion views in 2014!

Questions one might ask themselves regarding YouTube content:

• Does this format help my message stand out?
  • You are competing with every other video on YouTube. So, choose a format that highlights what makes your concept or messages unique.
• Does this format provide value to viewers?
  • To make your target audience want to watch your YouTube content, it needs to add something tangible and beneficial to their life. Your goal should be “teach someone something,” or “help someone feel something,” rather than “sell someone something.”
• Will choosing this format make people more likely to share or talk about your video?
  • As long as they are relatable to your viewers. Relatable videos often connect to identity: “That’s just like our dad!” or “I thought I was the only one who did that!”
• Does this YouTube content format connect well with the audience you want to reach?
  • As long as you see growth, you’re connecting with the right people. Remember, everyone has different interests. Just find the fanbase that suits your content. Well-received YouTube content formats transform audiences into communities.

YouTube content popularity can be attributed to the fact that the format chosen is sustainable (cheap and fast to make), highly discoverable, shareable (funny, often emotionally moving, and relatable), consistent (viewers know what to expect), and interactive (user-generated videos are inclusive and reinforce communities). When it comes to Content Targeting, make sure you focus on channel level, show level, individual video level, or underserved audience. Be topical and relatable!!

Best Ways to Drive Up Content/Interest:
Certain Stories: We see a positive association with TrueView performance, especially when the tone of the narrative is suspenseful, humorous, or emotional.
Interesting Faces: Women’s faces, children’s faces, smiling faces, or familiar faces can all boost brand metrics.
Animation: Has a positive impact on performance.
Consistency: Schedule weekly video uploads.

Proceed With Caution When Incorporating:

Logos: Including a logo in the first five seconds of an ad increases brand recall, but can decrease watch time. However, ads where the logo appears only on the product seem to do better than average.
Music: Humorous music can give your ads a boost, but we also found that any use of music correlates to lower watch times. So be cautious, and avoid tunes that are calming/relaxing, or action-oriented. These styles can be a turn-off for viewers.
Text and Testimonials: Slideshow-style blocks of words can negatively impact brand lift and retention.

Seven Skills Your Team Needs for YouTube Content Creation:

1. Writing: Story, character, content strategy/YouTube content format savvy
2. Producing: Project management
3. Directing: Performance, story; guardian of the content
4. Camera: Focus, lighting/exposure, framing, motion, production quality
5. Audio: Clear, clean audio recording ability
6. Production: Artistic eye, designing inside the frame
7. Editing: Storytelling, titles, graphics, effects, publishing

Some Other Great Tips Regarding Content Production:

– To create YouTube-specific content only a few times a year, outsourcing all production needs may be most effective.
– Consider having one person on-staff to help coordinate and communicate with outside video production vendors.
– To move like a publisher, pull together a cross-disciplinary team from around the organization to support an in-house production lead.
– To produce large volumes of “always on” video content across multiple format types, commit to a full in-house production team.
– As far as financing, expect to spend about half of your budget on production costs, 30-40% on payroll and personnel, and allocate 15-20% for overhead, branding/PR, and insurance.

Remember These Essential Skillsets for Channel Management:

• Experience managing a YouTube channel
• Existing relationships with YouTube creators
• Rights management knowledge (licensing, copyright, etc.)
• Optimizing videos organically
• Expertise in social media campaigns
• Data and insight analysis
• Technical support for API integration

Remember these tips when deciding on what content you want your YouTube channel to focus on. Whatever it is, just make it relatable, and find your fanbase. They’re out there! Don’t get discouraged. Everyone likes something! You just have to find your “people!” If you have any other questions, please comment and ask below!