Youtube - Strategy
Purpose
Youtube is one of the largest music streaming platforms in existents today. Our goal and purpose is to create a dynamic Youtube Channel that engages and grow our fan base. As well as, creating forms of new revenue and marketing to push the brand of __________ forward.
Strategy
Rebuild and optimize our artist Youtube channel to encourage people to subscribe to his channel. All the while, building content and using existing content to increase viewership and engagement. This is done by exploring content made for the Hub, Hygenie, and Here model
• YouTube divides content into three primary areas:
- Hygiene: basic ‘always on’ videos. Videos created based on high volume searches in your category, that answer those needs with simplicity and clarity. Like a brief tutorial video.
- Hub: regular, scheduled programming that gives a reason for viewers to subscribe to the channel and keep coming back.
- Hero: big, one-off events that are designed to increase audience’s growth.
Images taken from http://brendangahan.com/hero-hub-hygiene/
Breakdown of Content
Hero Events
In our context these events could be our big pushes for people to be engaged, these could be a special live stream of the new concert film or the Worship Tour. These could be our large pushes for great content that gets our audience excited about what's next and whats happening in our brand. Similar to the Redbull Stratos Live Event
Hub
Here are a few options of what Hub content could look like for us. The big draw of this category is documenting rather than creating. These videos are used to boost average view times.
Tour Videos - These videos would be 30 sec - 60 sec videos that highlight what happens on the road. Theses videos don't have to be highly produced and could be shot on a variety of cameras. Allowing the audience to see the interworking of the team. The special moments that they couldn't experience from across the world.
Music Videos - This is a great way to leverage already eager listeners to interact with your music, while getting them to stay engaged with other content on your channel. These are easy wins and can lend themselves to higher view counts with longer average views, and keeps viewers coming back for more.
BTS Videos - This is a great way for people to get a sneak peak of future albums or tours. Also a great way to create buzz around a tour and reinforce brand awareness in upcoming cities. These pieces should be upbeat and light, with a ton of personality, allowing the audience to connect with the artist and reinforce brand loyality.
Hygiene
These videos are built to generate more subscribers and pushes your target demographic to stay involved with your brand. The best way to do this is by leverage Youtube Live and entering in dialogue with your fans. These can be one offs or random interaction that pushes people to action. Whether that is to spread the word, or buy an album. These events are always driver by the end goal, how should the audience respond.
Goals
- Build Subscriber base by end of 2017 to match Instagram followers
- Do at least 3 Hero Type events by end of 2017
- Create cohesive in our main youtube and Vevo channels
- Ensure Youtube Channel is in good standings by end of Q1 2017
- Create a biweekly schedule of releasing content by Q1 2017 with a plan or strategy to release weekly content by end of Q4 2017
Action Steps
- Create Plan for the next 3 months that has what the team wants to promote on social and youtube platform
- Change Header out to help promote said initiatives
- Update Head shot
- Create Playlists with existing content, and rework all key words strategies to maximize impact.
- Get account in a good standing so monetization can happen. (This might be a mixture of us getting content straightened out and the label working on getting your channel white listed.)
- Begin working on production of the Hub videos with already filmed content.