Digital Storytelling with YouTube

Digital Storytelling with YouTube
Chris Bailes - YouTube
Google Confidential and Proprietary
Google Confidential and Proprietary
Skeuomorph
Pronunciation: /ˈskjuːəә(ʊ)mɔːf/
noun
“An object or feature which imitates the
design of a similar artefact made from
another material”
Just sticking up the TVC…
TV ad fail
221k views
But then something interesting happened ...
937k views
To Go Native
(idiomatic)
“To adopt the lifestyle or look of the local
inhabitants ...”
Advertisers vs YouTubers
a"en%on/ac%vity/reach act like an adver-ser here act like a YouTuber here %meline Tell it through - Hygiene/Hero/Hub
Hub
Hero Content
entertain and inspire with
emotional storytelling
promoted through advertising
regularly updated destination
and
valuable and engaging content
worth returning to
subscribe - like - follow
Hygiene content
be the most compelling answer to
the question
discovered through search
User Behaviour on YouTube
Search Browse Looking for answers to ques%ons Looking to be entertained, ready to be distracted Be the most compelling answer to the ques%on Hygiene content entertain and inspire through emo%onal storytelling Hero content Hero in action…
54M views
122k positive ratings
13k comments
Socially brilliant…
Hero with charities…
But hygiene is the key!
Hero in action, Dove Sketches
Hero in action, Dove Sketches
Hygiene at its best…
Participate…
Then supercharge your content
Make your hub on YouTube
Best practice…
• 
Create and customise your channel in the new One Channel design
• 
Check out www.youtube.com/onechannel
• 
For channel and video optimization and more check out YouTube Playbook
YouTube Confidential and Proprietary
Create video for YouTube
• 
Think beyond the 30 sec spot. Think Hero and Hygiene content
• 
Hero = Entertainment. Make an emotional connection and inspire through storytelling
• 
Hygiene = Informational and Educational. Be the most compelling answer in
explaining what your target audience are interested in
ENTERTAINMENT
INFORMATIONAL
EDUCATIONAL
TV Ads
Corporate Videos
How To / Self Help / Tutorials
Made for YouTube videos
Public Speaking / Events
Training
Outtakes / Making of
News / PR
Product Guides / Demos
Video Blogs
Historical Footage
Customer Reviews
YouTube Confidential and Proprietary
For every brand or advertiser
doing something on YouTube
there's a YouTuber doing it
bigger and better
Thank you! Chrisbailes@google.com