Google YouTube Creator Playbook Guide Media Companies - Manual (Page 6)

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Category Overview
The term “Media Companies” encompasses a variety of production and programming groups: from smaller
studios that distribute content exclusively online to large production and distribution companies that make
YouTube a part of their business.
There are two main types of media company channels on YouTube, those that “repurpose“ content and
those that create “new” content for YouTube. Repurposed content is content that was originally produced
for television (or a partner owned and operated site) and has been repurposed as a YouTube upload. New
content is produced for the web and can be tailored for YouTube’s audience and platform. In each section,
this guide presents tips to optimize both repurposed and new content.
Exemplary media company channels that showcase “repurposed” content:
• TED Talks: Features long-form content with effective metadata and channel organization. goo.gl/vrgk4
• Sesame Street: Creates content that capitalizes on trends and repurposes television clips. goo.gl/Zyqp3
Exemplary media company channels that showcase “new” content:
• PBS Off Book: PBS’s YouTube hub is focused on curating content. goo.gl/6MNB4
• How It Should Have Ended: Creates custom end cards and utilizes tent-pole programming.
goo.gl/R3dg6
• Nerdist: Offers multiple shows on one channel with personality driven, tent-pole events. goo.gl/0Czyu
The aim of this guide is to address how media companies of all sizes can efficiently create, manage, and
optimize their presence on YouTube in order to acquire a loyal audience.
Introduction