Hero, Hub, Hygiene The Ultimate YouTube Strategy for Brands

CREATE A COMMUNITY Within YouTube cultivating a community of subscribers is the best way to drive earned viewership, brand loyalty and engagement. ! YouTube subscribers drive 20X engagement over Facebook likes for brands Subscribers watch 2X content over non-subscribers Daily channel subscriptions has increased 4X since last year

ITS NOT JUST ABOUT THE VIRAL VIDEO

HERO, HUB, HYGIENE YOUTUBE CONTENT STRATEGY Brands have adopted always on and consistent content creation with Facebook and Twitter why not YouTube? ! Consistent content creation will reward subscribers and keep viewers coming back.

HERO CONTENT: What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand may have only a few hero moments in a year, such as product launch events or industry tent-poles. ! HUB CONTENT: The content you develop on a regular basis to give a fresh perspective on your targets passion points. (E.g. verticalized content about a product line.) This is often staggered throughout the year. ! HYGIENE CONTENT: What is your audience actively searching for regarding your brand or industry? What can serve as your 365-day- relevant, always-on, PULL content programming? E.g. product tutorials, how-to content, customer service, etc. HERO, HUB, HYGIENE DEFINED

HERO Example - Lego Movie Official Trailer

HUB Example - 5,000 Lego Bricks, Unlimited Inspiration

HYGIENE Example - Creator Designer Tips

Hygiene Always-on pull content designed for your core target Hub Regularly scheduled push content designed for your prime prospect Hero Large-scale, tent-pole events or go big moments designed to raise broad awareness HERO, HUB, HYGIENE CONTENT PYRAMID

EXAMPLE

LEGO CONTENT PYRAMID HERO HUB HYGIENE

! ! ! ! ! Creating a viral video is not a strategy anymore

! ! ! Currently only 5 brands are in the top 500 YouTube channels, but that can change if brands can start thinking differently.

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