Google YouTube Creator Playbook Guide Media Companies - Manual (Page 19)

19
Branding
Can branding be compelling, catchy, and short?
Make your branding compelling and catchy, without
being overwhelming. Communicate to audiences
that you are a trusted content source. Our channel
page optimization, bugs, bumpers, metadata, and
thumbnails on YouTube all offer your company
opportunities for branding.
Branding gives context
• If someone lands on your channel page, how do
they know the content comes from a trusted
source?
• The majority of views on YouTube occur on watch
pages which are discovered through video
suggestions and search. In these instances,
thumbnails and metadata (titles and tags) become
the most important branding component.
• Bumpers and slick graphic packages denote
quality, but they also give viewers the opportunity
to click away. Keep branding to a minimum,
especially at the beginning of a video.
• The majority of your views will be generated by
users clicking the related column of videos on a
watch page (see image at left) or through searches
(search bar shown below).
• Branding should directly address users who find
your content via search and related placement by:
• Convincing them that your video is part of a
channel that uploads regular, consistent
content.
• Directing folks to your channel in order to get
them to subscribe.
• Prompting users to watch more.
• Channel branding should communicate your
upload schedule, pitch your channel to potential
subscribers, and organize your content.
If users are finding your content through search and
related placement, your branding needs to do more
than just re-iterate your logo.
See Playbook Sections:
Captivate Your Audience, Metadata,
Thumbnails, Channel Page Optimization