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
