“There are three different types of contents that each serves a different purpose. Hero-Hub-Help is a flexible content framework to be successful on YouTube. ”
At the Crystal Apple Festival, I listened to the presentation ‘How to be successful on YouTube’ from Susan Agliata, Head of YouTube Branded Content Solutions, Europe, Middle East & Africa.
“Brands shall act like a YouTube creator. Today, users watch the content they choose. It is not possible to push the message out; users pull the message in and that requires a different approach. “
I summarized the presentations’ top topics for you.
There are three different types of contents that each serves a different purpose. Hero-Hub-Help is a flexible content framework to be successful on YouTube. Each of different types of content Hero, Hub and Help plays a different role in the larger marketing strategy.
- Hero content argues big brand moments. Those are the opportunities to reach big audiences, to promote new products like new vehicle launch or a new product in the market. It is the nature moment for big storytelling, which happens a few times a year. There are high production and promotion budgets.
Agliata showed BMW advertisement “Eyes on Gigi Hadid (360° Video)” that was listed in the Cannes 360 YouTube Ads Leaderboard as the most popular 360 Ad on the video platform globally. BMW produced many mini videos around that concept. She said, “BMW has done a fantastic job of producing big hero moments and micro-moments around that, doing different versions of that original.” ( https://www.youtube.com/watch?v=-G4HA9XT9ck)
- Hub content is always on episodic content. That is the opportunity to engage with the audience on a regular basis to target the passion points of the public by understanding what they’re interested in. It’s about having a conversation with the audience on a regular basis.
For example Gillette’s “What Women Want” (https://www.youtube.com/watch?v=aHRLWf8AGAk ) and “Body Ready” (https://www.youtube.com/watch?v=TtCNdgbU0kA&t=65s ) videos target the passion points of the consumer.
- Help content provides utility by answering viewer’s top questions about a recipe, fixing a flat tire, unboxing something, doing yoga, etc. It’s possible to answer the questions with the most relevant content.
Agliata, “The great success with ‘Banabak’, which is the largest YouTube brand channel in Turkey right now belongs to P&G. It’s across multiple products and creates content on a regular basis. Another example is Nestle, which has done a fantastic job with Maggi by creating recipe videos.”
Agliata, “Brands shall act like a YouTube creator.” – Who is the YouTube creator?
Another important point in the presentation was that the brands shall produce content regularly like the YouTube creators.
YouTube creator is acting more like a user of the platform who creates content only for YouTube in YouTube way to reach the YouTube audience. Brands need to act like a creator regarding engaging with the public to meet the marketing objectives. Although it can be tough to create content each week, they shall be consistent. It’s a big mistake to upload one video every few months.
Today, users watch the content they choose. It is not possible to push the message out; users pull the message in and that requires a different approach.
YouTube is complicated. YouTube targets to help brand with Brand Management Partner Program.
YouTube Brand Partner Program is a global initiative to help and power top brands and agency partners to be more successful on YouTube. YouTube is complicated because it is all and only video. YouTube decided to help brands and agencies to understand the echo system and success strategies, which can be learned from top creators on the platform. Best practices based on the data give hints on what types of creative are most useful, how to create a great six-second bumper ad or how to build engaging episodic content.
YouTube launched certification for content strategy, which is entirely free, online and open to brands and agencies. To become the official YouTube-certified individual, you need to pass the test. If 75% of the organization complete the certification, then the organization is officially YouTube-certified. Understanding YouTube and online video strategy are considered as a valuable particular skill set. Brands and agencies can go on the market and position themselves as YouTube experts.
Besides individuals can be partners, also. The brand managers, who are responsible for the social and online video, prefer to become certified.
So, YouTube Brand Partner Program is open to everyone.