Google Creator Playbook Version 4 Manuale Utente

Creator PlaybookVersion 4youtube.com/playbook

8Captivate Your AudienceOptimize for long-form content• Pique viewer interest for what’s coming up through graphics, in-video messaging, or other cre

9Calls to ActionStrategy:Direct viewers during the video to take actions that can help build engagement and audience.Why It Works: Online video is an

10Calls to ActionWatching video online is an interactive and social experience. Content creators rely on the actions of their audience to help them su

11Regular Schedule & FrequencyStrategy:Release videos frequently on a recurring schedule. React to trending topics with relevant content.Why It Wo

12Once you hook your viewers, give them a reason to keep coming back. New material, regularly scheduled, will do the trick. Feed your channel’s feed!H

13Set a scheduleYouTube isn’t TV, but some of the principles that drive television viewership apply to the web. Regular release schedules and timely p

14Regular Schedule & FrequencyMaintaining an Active Feed with Uploads and More/MIYA, /RIDEChannel, /MikeRelmExamplesCommunicate Your Schedule/hplu

15PlaylistsStrategy:Create and manage playlists to organize your videos and provide an extended viewing experience.Why It Works: Playlists make it eas

16PlaylistsPlaylists should be an essential part of your channel strategy. Not only do they increase watch-time, they create another asset that will a

17PlaylistsAdvanced playlist features and strategiesFeature: Start and End TimeFind it: In Edit PlaylistWhat it does: Sets the “in” and “out” points f

a2What’s New in this VersionSince we released the rst Creator Playbook in July 2011, quite a bit has changed on YouTube. And, as the platform evolves

18PlaylistsChannel Post with Playlist Attached/Break‘Start and End Time’ Interface/DestormExamplesPlaylists with In and Out Points/SpaceLab

19Tent-pole ProgrammingStrategy:Create, release, and/or package content that is themed around tent-pole events.Why It Works: Tent-pole events capitali

20Why does Discovery Channel have Shark Week every year? Why are scary movies released around Halloween? Why do talk shows have relationship experts o

21Tent-pole ProgrammingExamplesExamplesTent-pole related videos/BreakTent-pole curation in the feed/Revision3

22YouTube LiveStrategy:YouTube Live gives your fans another reason to tune in. Cover timely events, and create new ways for your fans to interact with

23Schedule the livestream• The metadata of your scheduled live event is important. Add a great title, thumbnail, and an optimized description.• Cust

24Optimize the Channel• Create and feature a playlist or section on your channel that assembles videos related to the livestream.• If creating a pla

25• Live events can be a powerful driver of new subscriptions. Ask for subscribers and tease your channel’s content during the event.• Let viewers k

26YouTube Live or Hangouts On Air (HOA)?With YouTube Live, and a lot of planning, testing, and promotion, you can produce a broadcast-quality live eve

27ProgrammingCreate content that is unique, compelling, and entertaining or informative.Captivate your viewer in the rst 15 seconds, and keep them wa

WelcomeIntroduction 2Playbook Structure 3Icons & Key Denitions 4ProgrammingCaptivate Your Audience 6Calls to Action 9Regular Schedule and

28OptimizationSection TwoMetadata 29Thumbnail Optimization 33Annotations 36Channel Page 40Maintaining the Channel Feed 45Reaching All Audiences

29MetadataStrategy:Write optimized titles, tags and descriptions for your content.Why It Works: Metadata helps YouTube index your content. This is c

30MetadataYouTube is the world’s second-largest search engine, and it uses metadata – your video’s title, tags and description – to index your video c

31MetadataDescriptionOnly the rst few sentences of your description will appear in search results or above the fold on a watch page – so make them co

32MetadataExamplesThumbnails and metadata for serial content/HplusdigitalseriesVideo Descriptions with links and channel information

33Thumbnail OptimizationStrategy:Create high-quality, custom thumbnails for your videos that accurately represent the content.Why It Works: Thumbnails

34Thumbnail OptimizationThumbnails show up in dierent sizes and formats all across the platform, and outside of it. Make sure you’ve got a strong, vi

35Thumbnail OptimizationMetadata and Thumbnails on the ‘Watch Page’Examples of Watch Page Placements• Suggested Videos – Algorithmically generated by

36AnnotationsStrategy:Use annotations on your videos to increase viewership, engagement, and subscribers.Why It Works: Annotations are unique to YouTu

37AnnotationsAnnotations are clickable text overlays on YouTube videos. Annotations are used to boost engagement, give more information, and aid in na

2IntroductionWe’re excited to provide our partners with a great resource that compiles important tips, best practices, and strategies to help you buil

38AnnotationsBest Practices• Avoid annotations in the lower third of the video; the advertisement overlay can obscure them.• Also avoid annotations

39AnnotationsInVideo Programming AnnotationsUnlike regular annotations, InVideo Programming allows you to promote both your channel or any video on Yo

40Channel Page OptimizationStrategy:Create a cohesive and compelling channel experience that will turn rst-time visitors into long-term subscribers.W

41Channel Page OptimizationChannels appear on YouTube more often and in more varied placements than ever before. Optimize your channel for placement i

42Channel Page OptimizationYouTube channel pages display videos in two ways: through Browse or the Activity Feed. The Activity Feed broadcasts channel

43Channel Page OptimizationSectionsSections function as the main organizational tool for channels. Sections make your channel page easy to browse and

44Channel Page OptimizationFeatured Channels• Featured Channels are channels you choose to promote on your channel page.• If you’re promoting a larg

45Maintaining the Channel FeedStrategy:Maintain an active feed that keeps your audience engaged without overwhelming them.Why It Works: As you convert

46Maintaining the Channel FeedThe Feed - Curating Your Own Content• Adjust your sharing options in channel settings based on what you want to share,

47Maintaining the Channel FeedThe Feed - Curating Other ContentBy boosting other people’s videos, your channel can become a tastemaker destination.•

3Playbook StructureThe Creator Playbook is structured into three sections: Programming, Optimization, and Community. Each section presents several opt

48Reaching All AudiencesStrategy:Optimize videos and create content to reach the widest possible audience. Caption your videos to ensure they are acce

49Reaching All AudiencesCreate Content with Global AppealYour content may already have global appeal (Check YouTube Analytics), but consider whether t

50Reaching All AudiencesCreating Captions• If you upload a caption track on your video, YouTube can then enable Auto-Translate, which will automatica

51YouTube AnalyticsStrategy:Use YouTube Analytics regularly to assess your channel’s performance and investigate changes or trends across key metrics.

52YouTube AnalyticsYouTube Analytics (YTA) is your channel’s pulse. It helps uncover key channel insights based on real viewer data and the content th

53YouTube Analytics2. Know Where Viewers Are Finding Your VideosUnderstanding which trac sources drive the greatest viewership can help you get the m

54YouTube Analytics3. Know What Makes Viewers Come and GoUnderstanding how audiences interact with your content can help uncover invaluable patterns,

55YouTube Analytics4. Know How Many Videos Each Viewer ConsumesUnderstanding what causes viewers to enjoy multiple videos per visit can help you work

56YouTube AnalyticsEngagement: How Do I Increase Audience Engagement?1. Know Why Viewers SubscribeUnderstanding what causes people to subscribe can he

57YouTube Analytics2. Know How Eective Your Annotations AreAnnotations are a powerful way to engage viewers and direct them to continue watching more

4Icons & Key DenitionsProgress BarProgress bar appears at the bottom of the page showing the progress through each best practice.Time CostEectLi

58YouTube Analytics3. Know How Fans Interact With Your VideosUnderstanding which videos your audience interacts with most can help you craft more succ

59OptimizationUploadWrite detailed and comprehensive metadata following keyword strategies and formatting.Create and upload an eye-catching, high-reso

60CommunitySection ThreeBuild Your Community 61Cross-promotion and Collaboration 64Google+ 68Blog Outreach 73Promotion on YouTube 76Checklist

61Build Your CommunityStrategy:Interact with your audience, and build a community around your content on YouTube.Why It Works: An engaged community of

62Build Your CommunityHow to build a community from the ground up• Think of the communities you’re involved in - maybe it is a book club, a sports t

63Build Your Community• Spur conversation. Create relevant content that generates conversation among your community. Ask for their opinions and feedb

64Cross-promotion & CollaborationStrategy:Work with other creators and cross-promote content between channels.Why It Works: Collaborating with and

65Cross-promotion & CollaborationGeneral Best Practices• Collaborate with channels that attract similar demographics.• Appear, guest-star or c

66Cross-promotion & CollaborationChannel Promotion• Recommendation Activity: Like or comment on other channels. This passive promotion will appe

67Cross-promotion & CollaborationSubscriber Box Sharing• Use the Other Channels & Friends module to link to channels you manage or want to p

5ProgrammingSection OneCaptivate Your Audience 6Calls to Action 9Regular Schedule and Frequency 11Playlists 15Tent-pole Programming 19YouTube Liv

68Google+Strategy:Leverage Google+ to build viewership and engage with your audience in new ways.Why It Works: Google+ extends the reach of your chann

69Google++Page or Prole?We encourage YouTube Creators to link a Google+ page to their channel to access the features listed below. However, if your c

70Google+Unlock FeaturesWe are constantly adding new features to channels linked to a Google+ prole or page to improve engagement, discoverability, a

71Google+G+ Hangouts On Air (HOA)Hangouts on Air allow you to broadcast your Hangouts live, directly from your YouTube channel, Google+ stream or webs

72Google+Promote HOAsThere are a variety of ways to promote HOAs on Google+ or your YouTube channel.•  Create a public Google+ Event to remind viewe

73Blog OutreachStrategy:Share your content with relevant blogs, sites, and online communities.Why It Works: Blogs and other sites are always looking f

74Blog OutreachBuild Relationships• Keep track of which sites are driving views. Share new videos with those places rst, and let them know they’re g

75Blog OutreachEmbeds on Top Blogs and Sites/ENTV on Deadline.comEmbeds on Top Blogs and Sites/AboveAverage on HungtonPost.comExamples

76Promotion on YouTubeStrategy:Create promotional videos and pay to promote these on YouTube using AdWords for video.Why It Works: Promoting your vide

77Promotion on YouTubeNote:• All the strategies outlined here require you to pay for your own advertising.• You can start with as little or as much

6Captivate Your AudienceStrategy:Hook viewers from the start of your video to keep them watching.Why It Works: Videos and channels that retain their v

78Promotion on YouTube• Give it a real title – ad titles are visible to the user so don’t call it an “ad.” Use this space to double-down on your CTA

79Promotion on YouTubeReaching New AudiencesAre you having trouble organically nding an audience on YouTube? Are you trying to get your content in fr

80Promotion on YouTubeCross Promote with another channel to reach a new audienceIs there another channel that you work closely with whose subscribers

81Build Your CommunityCreate videos specically designed to engage your audience. Ask questions, feature fans, or address the audience directly.Dedica

82Video Upload Checklist 83Glossary 84ResourcesStill stumped as to what a YouTube Watch Page is? Or, looking for an easy-to-use checklist for the ta

83Video Upload ChecklistEach channel’s approach to publishing will vary, but below is a simple checklist that covers some of the most important action

84GlossaryAnnotations - Video Annotations are an uploader-controlled, dynamic overlay on videos that allows you to overlay text on a video and/or make

85Glossary (Feed - Share)Feed - A stream of activity either for one channel (via the channel page feed) or for multiple channels (the homepage feed).

86Glossary (Suggested Videos – YouTube Analytics)Suggested Videos - Video thumbnails that appear in the right-hand column of watch pages and the homep

87

7Captivate Your AudienceHook your viewers Many viewers decide whether they’ll keep watching a video within the rst few seconds. Hook viewers early, a

88

89

© Copyright 2013 Google. All rights reserved. Google and the Google logo are registered trademarks of Google Inc.youtube.com/playbook