Google YouTube Creator Playbook Guide Media Companies - Manual (Page 12)

12
Launching a Channel
At what point is it smart to launch a new channel?
See Playbook Sections: Calls to Action, Regular Schedule
and Frequency, Cross-promotion and Collaboration,
Annotations, Channel Page Optimization
YouTube is a personality-driven site – each channel is
meant to appeal to a specific group of people. If your
content is meant to reach disparate audiences, it may be
more effective to create multiple channels to reach these
audiences.
Challenges of Launching a Channel:
• At what point is it smart to launch a new channel?
• If your content appeals to multiple, diverse
audiences, create multiple, diverse channels
• How do I leverage my existing audience to drive
viewership to a new channel?
• Annotations, Calls to Action (CTAs), description
links, and promotional videos are effective traffic
movers.
Know the Landscape
• Who are your competitors?
• Can you name 5-10 channels that appeal to the
same audience as your content does?
• What features or tactics are other channels using to
acquire audience?
• Who do you want to reach, and what are those viewers
already watching?
• Browse top YouTube channels by category, see what
channels are linked together with subscription boxes,
annotations, and collaborations.
• Use this information to understand which groups your
company ought to target for collaboration and
cross-promotion.