Google YouTube Creator Playbook Guide Version 2 - Manual (Page 15)

Compelling Content First…
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The first thing the viewer sees should be compelling, whether it is
the personality or the content of the video.
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Personalities should address and welcome the audience, ask a
question, spark the viewer’s curiosity, tease the rest of the video.
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Use a ‘teaser’ for the content of the video; start with a quick clip of
what’s to come later in the video.
15
The First 15 Seconds
…Branding and Packaging Later
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Branding, flashy intros, and packaging can create a professional
quality to your content, but it’s not the star of the video.
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Let the content or the personality be the star upfront, then the viewer
has a reason to watch past the intro and continue with the video.
•
Or you can make sure the branding is compelling content that
entertains the viewer. (See Examples)
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Packaging and branding should be minimal and short. We’ve found
5 seconds to be an optimal length.
What Am I Watching?
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In a lot of cases of non-fiction programming, it is important to make it
clear to your viewers what your video is, and what they’ll be
watching. If the viewer still doesn’t know exactly what they’re
watching in the start of the video, they’re gone.
Capture Attention Brief Branding (Optional) Keep Them Watching with Great Content
Many viewers decide whether they are going to keep watching your
video within the first 10-15 seconds. Attention spans can be short and
they are just one click away from abandoning your video. The video’s
content - “What am I Watching?” - should also come across in the first
few moments and hook them early to give them a reason to stick
around.
Programming & Producing