Branding – Google YouTube Creator Playbook Guide Media Companies User Manual
Page 20
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Branding
In video, bumpers provide consistency with existing
metadata. Bumpers should be short and should not detract
from the content.
Think about your graphical bumper, or the first few
seconds of your video, in the context of your video’s
thumbnail and title. If the thumbnail and title set the
expectation for the user that the video’s content will be X,
then the first few seconds of the video need to confirm that
expectation. Heavy graphical branding can disorient a new
viewer, resulting in lower engagement with your video
content.
Branding should not distract the viewer from the
content:
•
In-video bumpers for repurposed content:
•
For repurposed clip content, bumpers should
ideally be no longer than five seconds.
•
If longer bumpers are necessary, make them part
of the content: either by scripting new voiceovers
for every bumper, linking the bumper to the
content, or placing them later in the intro/
opening.
•
No branding: if your content is short and you are
comfortable with the metadata and thumbnail
being your sole branding, then you can forego a
bumper, or place the bumper at the end of the
video.
•
Bumpers for new content:
•
Try starting with original content and
placing a bumper after an initial scene – this
allows you to hook the audience and keep
your branding within the video.
•
If you choose to use a persistent bug or logo in
your content make sure that they are “YouTube-
safe” by placing them in the upper left or upper
right corner.
•
On embedded players there is a strip of
controls at the top of the player, make sure
your logo is placed below this interactive
layer.
•
is Hardwick’s channel starts with
content, and follows with episode-specific
branding graphics.