Google Confidential and Proprietary

10 FUNDAMENTALS of a CREATIVE STRATEGY

Brandon Gross | YouTube

S H A R E A B I L I T Y C O N V E R S A T I O N I N T E R A C T I V I T Y C O N S I S T E N C Y T A R G E T I N G

S U S T A I N A B I L I T Y D I S C O V E R A B I L I T Y A C C E S S I B I L I T Y C O L L A B O R A T I O N A U T H E N T I C I T Y

01

02

03

04

05

06

07

08

09

10

10 YOUTUBE FUNDAMENTALS

Discoverability

Accessibility

Shareability

Authenticity Sustainability

Targeting

Consistency

Interactivity

Conversation Collaboration

loyal fans  

Why is a hit series important?

You’ll need more than one video.

You’ll need more than one video.

0 0 O V E R V I E W

ZeFrank1 daily views  

None are necessary. Each can help.

S H A R E A B I L I T Y

01

Will viewers share these videos?

/RhettAndLink 0 1 S H A R E A B I L I T Y

You’ll need more than one video.

“When people share this, what 10 words will they use

to describe it to their friends?”

/RhettAndLink

Be relatable

0 1 S H A R E A B I L I T Y

Be topical

0 1 S H A R E A B I L I T Y

Be valuable

C O N V E R S A T I O N

02

Is there an element of speaking directly to the audience?

0 2 C O N V E R S A T I O N

Scripted series

Supplemental videos

I N T E R A C T I V I T Y

03

Is there a way to involve the audience with this idea?

0 3 I N T E R A C T I V I T Y

C O N S I S T E N C Y

04

Are there strong recurring elements to this idea?

0 4 C O N S I S T E N C Y

Schedule

0 4 C O N S I S T E N C Y

0 4 C O N S I S T E N C Y

Personality

0 4 C O N S I S T E N C Y

Format

Voice

0 4 C O N S I S T E N C Y

T A R G E T I N G

05

Is there a clearly defined audience?

0 5 T A R G E T I N G

“Niche” audience

S U S T A I N A B I L I T Y

06

If the audience loves it, can you make more of it?

0 6 S U S T A I N A B I L I T Y

0 6 S U S T A I N A B I L I T Y /TheFineBros

/TheFineBros

“If we can’t shoot at least three episodes in one day,

we move on to the next idea.”

0 6 S U S T A I N A B I L I T Y

D I S C O V E R A B I L I T Y

07

Will the content get found through search or related videos?

0 7 D I S C O V E R A B I L I T Y

A C C E S S I B I L I T Y

08

Can every episode be appreciated by a brand new viewer?

0 8 A C C E S S I B I L I T Y

C O L L A B O R A T I O N

09

Is there room to feature guest stars?

0 9 C O L L A B O R A T I O N

Cast people with similar audiences

0 9 C O L L A B O R A T I O N

Proud collaborators promote

0 9 C O L L A B O R A T I O N

A U T H E N T I C I T Y

10

Is this idea authentic and true to brand?

1 0 I N S P I R A T I O N

S H A R E A B I L I T Y C O N V E R S A T I O N I N T E R A C T I V I T Y C O N S I S T E N C Y T A R G E T I N G

S U S T A I N A B I L I T Y D I S C O V E R A B I L I T Y A C C E S S I B I L I T Y C O L L A B O R A T I O N A U T H E N T I C I T Y

01

02

03

04

05

06

07

08

09

10

10 YOUTUBE FUNDAMENTALS

10 Fundamentals of a Creative Strategy

Is your show idea... Answer Notes

1. Shareable?Will viewers share these videos. Why?

Yes / No

2. Conversational?Is there an element of directly addressing the audience?

Yes / No

3. Interactive?Is there a way to involve the audience in the content itself?

Yes / No

4. Consistent?Does the show have strong recurring elements?

Yes / No

5. Targeted?Is the audience clearly defined?

Yes / No

6. Sustainable?If the audience loves it, are you able to create more of it?

Yes / No

7. Discoverable?Will the videos show up in trending or common searches?

Yes / No

8. Accessible?Can every episode be fully enjoyed by a new viewer?

Yes / No

9. Collaborate-able?Is there room to feature guests?

Yes / No

10. Authentic?Is the content inspired and true-to-brand?

Yes / No