youtube channel one - what brands need to know
DESCRIPTION
This document presents an overview of the new changes and recommendations to convert your channel to the new YouTube Channel One.TRANSCRIPT
YouTube Channel One -What Brands need to know.
March 12th, 2013
Context
>March 8th, Google unveiled its redesign of YouTube Channels: YouTube Channel One.
>First, the channel changes offer brands stronger visual impact across all platforms.
>Second, the option of a Channel trailer video can help convert more subscribers.
>Third, brands now get more flexibility and control over what users see.
>This document presents an overview of the new changes and recommendations to convert to the new YouTube Channel One
What this document covers:>YouTube Channel one - Unsubscribed View>YouTube Channel one - Subscribed View>Bigger visual impact across all platforms.>Convert subscribers with a Channel Trailer video.>Get More Control Over What Users See. >Next Steps
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YouTube Channel One - Unsubscribed View
YouTube Channel One - Subscribed View
Bigger visual impact across all platforms.
What’s New>New Channel Art looks good on any device: TV,
tablet, mobile and desktop.
Recommendations>Use a visually rich photo that represents the
brand and it’s story.
>Use a photo 2120 pixels by 1192 pixels.
>Keep in mind the areas where overlays cover the image (on desktop only).
>Develop visuals according to YouTube creative guidelines.
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Convert more subscribers with a Channel Trailer video.
What’s new>A trailer video is displayed when non-subscribed
viewers land on your channel.
>This video can help convert new channel viewers into subscribers.
Recommendations>Create a trailer video that it short and engaging.
>Throw a strong call to action at the end to drive subscriptions.
>Think of it as an ad, showcase not only the brand but its channel content. Treat as a chance to hook viewers and win new subscribers.
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Get More Control Over What Users See.
What’s new>Shelves - organize your content in various sections
e.g. playlists, curated videos, uploads.
>List Related Channels that are similar to the brand.
>List Featured Channels e.g. partners, charities, friend companies.
Recommendations>Showcase the brand’s playlists in Shelves in
order of most importance.
>Vary content by adding a Shelf with video content curated from other users.
>Disable the Related Channels option in case it might feature competitor channels.
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Next Steps
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>New channel design must be enabled manually, but an possible mandatory roll-out may be scheduled.
For Brands>Work on a deployment plan and timeline.
>Produce a trailer video for unsubscribed views.
>Prepare all required items for a smooth migration.
>Convert your channel to a YouTube Channel One.
Thank you
References> http://www.youtube.com/onechannel> http://support.google.com/youtube/bin/answer.py?
hl=en&topic=16630&answer=2972003> http://searchenginewatch.com/article/2253671/YouTube-One-Channel-Now-
Available-for-Everyone> http://youtubecreator.blogspot.ca/2013/03/youtube-one-channel-now-available-
for.html> http://mashable.com/2013/03/08/youtube-one-channel/
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Jean-François DeschampsDigital Strategist
@DentsuBos
www.dentsubos.com