We just finished our coverage of the YouTube Advertiser Playbook, which shares a lot of things in common with the YouTube Creator Playbook, but it's geared more towards brands and small businesses. Both playbooks contain extremely valuable information, and it was our pleasure to break down the sections of these playbooks. So, here's an index of all 9 parts of the Advertiser Playbook, and if you'd like, here's the link to our Creator Playbook Index if you're just joining us or would like to review that another time.
When reading this index, note that the pictures provided are from the Playbook itself, and each one of these pictures has a nifty "clock" that tells you how long you need to spend on each section. Enjoy!
Part 1: Pre-Production
This section goes over 4 important steps before actually shooting your video: Write a Creative Strategy, Choose A Creative Approach, Write A Script, Make A Storyboard. These function to help figure out who you are targeting, and how you'll go about reaching them.
Part 2: The Shoot
This section goes over about how to shoot the video, along with audio tips and an equipment checklist. This is an extremely valuable section for those looking to get into video for the first time. All the dos and do nots are plainly listed.
Part 3: Editing
The basic editing tips are covered here. YouTube had made great strides in having their own video editor on site that you can do basic things with, but for those who really want to make things shine, there's Adobe Premiere and Final Cut Pro.
Part 4: Metadata
Titles, keywords, descriptions. Things that describe the video so that a search engine can find context. Perhaps there will be one day where computers can scan a video and tell you all of the contents of it, but for now, writing the relevant metadata is important in video discovery.
Part 5: Channel Discovery & Design
I really hate talking about channels...because channels are not what they could be. YouTube's structure is so that if you click on a video in a channel, it just bumps you right back out so that they can give you a bunch of related videos while you watch the one you clicked on. That might be good for them, but makes channels less important overall. If there is one important thing about channels, though, it's that the videos you put out have authorship. If people are looking for your video, your channel name is under it, and it gives it credence.
Part 6: Create Discussion
This is where you strive to create relationships to build your brand presence on YouTube. The idea is to rub elbows with other channels like yours, create calls-to-action that create and drive discussion, and helping expand your audience by including captions for the hearing-impaired or being equipped for foreign languages.
Part 7: AdWords for Video
Sometimes you need some help getting seen. Sometimes you need help finding the appropriate audience. What AdWords for Video does is target an audience already watching videos and puts your video ad in front of them, and you pay what you want per view. As long as it is used as a tool for driving business, and not looking for an inflated view count that is nearly meaningless, AdWords for Video can be a good thing.
Part 8: Promoting Video Outside YouTube
YouTube is the starting point, and the rest of the world can embed your video on their blogs and websites. This is where you can e-mail blast your subscribers/customers, use social media, ask others to share the video, and so on. The power of being able to quickly embed a YouTube video almost anywhere is one of the biggest weapons you have in promotion.
Part 9: YouTube Analytics
YouTube Watch, YouTube Analytics, and AdWords for Video Performance Reporting tell you a lot about your video, from demographics, to engagement, to where people are dropping off or rewinding to see something again. Really, you can figure out almost every aspect where your video is succeeding and failing. It's not a mystery when you take a look at the data.
We Hope You Enjoyed Our Coverage of the Advertiser Playbook
Those who are serious about video have every tool at their disposal when it comes to making a video succeed. Now it's just a matter of getting out there and use what you've learned to your advantage. Thanks for reading!
Here's the complete index:
- 4 Steps for Shooting Successful Web Video - The YouTube Advertiser Playbook: Part 1
- Tips and Best Practices For Shooting Your Business Video - The YouTube Advertiser Playbook: Part 2
- Basic Video Editing Tips for YouTube - The YouTube Advertiser Playbook: Part 3
- How to Optimize Metadata for Your YouTube Business Video Ad - The YouTube Advertiser Playbook: Part 4
- Channel Discovery and Design for Brands: The YouTube Advertiser Playbook - Part 5
- Reaching Wider Audiences & Creating Discussion Through Video: The YouTube Advertiser Playbook - Part 6
- Kick-Start Your Video Traffic With AdWords for Video: The YouTube Advertiser Playbook - Part 7
- Tips to Promote Your Videos Outside YouTube: The YouTube Advertiser Playbook - Part 8
- 3 Must-Know YouTube Measurement Tools for Brands: The YouTube Advertiser Playbook - Part 9