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Hero, Hub, Hygiene The Ultimate YouTube Strategy for Brands

The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

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The Ultimate YouTube Strategy for Brands Hero, Hub, Hygiene

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Page 1: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

Hero, Hub, Hygiene The Ultimate YouTube Strategy for Brands

Page 2: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

CREATE A COMMUNITYWithin YouTube cultivating a community of subscribers is the best way to drive earned viewership, brand loyalty and engagement. !• YouTube subscribers drive 20X engagement over Facebook likes for brands • Subscribers watch 2X content over non-subscribers • Daily channel subscriptions has increased 4X since last year

Page 3: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

IT’S NOT JUST ABOUT THE VIRAL VIDEO

Page 4: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

HERO, HUB, HYGIENE YOUTUBE CONTENT STRATEGYBrands have adopted ‘always on’ and consistent content creation with Facebook and Twitter … why not YouTube? !Consistent content creation will reward subscribers and keep viewers coming back.

Page 5: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

HERO CONTENT: What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand may have only a few hero moments in a year, such as product launch events or industry tent-poles. !HUB CONTENT: The content you develop on a regular basis to give a fresh perspective on your target’s passion points. (E.g. verticalized content about a product line.) This is often staggered throughout the year. !HYGIENE CONTENT: What is your audience actively searching for regarding your brand or industry? What can serve as your 365-day-relevant, always-on, PULL content programming? E.g. product tutorials, how-to content, customer service, etc.

HERO, HUB, HYGIENE DEFINED

Page 6: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

HERO Example - Lego Movie Official Trailer

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HUB Example - 5,000 Lego Bricks, Unlimited Inspiration

Page 8: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

HYGIENE Example - Creator Designer Tips

Page 9: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

Hygiene Always-on ‘pull’ content designed for your core target

Hub Regularly scheduled ‘push’ content designed for your prime prospect

Hero Large-scale, tent-pole events or ‘go big’ moments designed to raise broad awareness

HERO, HUB, HYGIENE CONTENT PYRAMID

Page 10: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

EXAMPLE

Page 11: The Ultimate YouTube Strategy for Brands - Hero, Hub, Hygiene

LEGO CONTENT PYRAMIDHERO

HUB

HYGIENE

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!!

!!!

Creating a viral video is not a strategy anymore

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!!!Currently only 5 brands are in the top 500 YouTube channels, but that can change if brands can start thinking differently.

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!!

THANK YOU !

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