Over the weekend, a rebel sympathizer smuggled me a new copy of Version 2 of the YouTube Creator Playbook. To protect him/her from any repercussions, I won’t disclose this rebel sympathizer’s name, other than to say he/she works at a media company that bridges the gap between YouTube and television. Let’s call this anonymous person “Johnny X.”
Now, this sorta reminds me of the scene from Star Wars Episode VI: Return of the Jedi (1983), when Mon Mothma says, “” Okay, so nobody died to bring us Version 2 of the Creator Playbook, but it’s still kinda fun to imagine that Johnny X has stolen the plans to become a YouTube Star.
So, what’s in Version 2 that you won’t find in Version 1.5 of the Creator Playbook, which is currently posted on the hub for YouTube Partners and Creators?
Reaching All Audiences
There is a new strategy in the Publishing & Optimization section. This best practice is called “Reaching All Audiences.”
Here’s the strategy: “Optimize videos and create content to reach the widest audience possible.”
Here’s why it works: “Overcoming the language/cultural barrier will allow you to reach out to untapped audiences that can help propel viewership growth.”
Here’s how to do it: “Use online tools to create captions for your videos and create content that can transcend cultural differences.”
What more details? Of course you do. That’s why you read ReelSEO.
So, first you need to create content with global appeal. Actually, you may already be doing this, so check your YouTube Analytics. However, if your channel’s top geographies don’t resemble a galactic empire, then consider adapting it to appeal to cultures around the world.
Need an example? Version 2 of the Creator Playbook shows Simon’s Cat, which is most popular in Germany, Russia, the United Kingdom, and the United States.
Here are the ever-important how-to steps for reaching all audiences:
1. Consider all audiences when creating content
a. Identify opportunities to reach a new audience around the globe with your videos.
b. Re-edit your current content that is well-suited for translation to have different audio in different languages.
c. Identify tent-pole events in different countries or prioritize your optimization efforts for more languages.
2. Cross-promote and collaborate with global channels
a. Check YouTube Analytics to determine which similar channels have the biggest audiences in different countries.
b. Change the country setting at the bottom of the YouTube homepage to explore worldly videos and channels.
3. Add captions to your current videos
a. Prioritize languages by looking at your traffic sources from different regions in YouTube Analytics.
b. Create captions in target languages by uploading transcriptions to YouTube or by asking your fans to help translate.
c. Use YouTube’s CaptionTube to have your fans/subscribers create captions for your videos.
4. Optimize videos with multi-lingual metadata and annotations
a. If your video has captions, let the audience know by using annotations or address it in the video content.
b. If creating content intended for multiple languages, write titles and descriptions in both languages. Start with your primary audience’s language.
c. Add and write annotations with both languages represented.
But Wait, There’s More!
In addition, the pages about YouTube Analytics are no longer misfiled under the section about Programming and Producing. These pages have been moved to the front of the Creator Playbook in their own section entitled, “Prelude: YouTube Analytics.”
Don’t you just hate it when important tips, best practices, and strategies are misfiled!
And the second edition of the YouTube Creator Playbook also features a new look, brand new sections to reflect the new channel design, and lots of updates to help you optimize for the overall new site layout. Okay, so maybe that stuff wasn’t worth smuggling to the rebel alliance.
And, there still isn’t a single, solitary mention of advertising in the entire Creator Playbook. For some strange reason, no one can imagine that YouTube Partners and creators might be interested in learning how to use advertising to build their brands on YouTube.
There should be at least one important tip in the Creator Playbook about using Promoted Videos, which are now referred to as TrueView in-search and TrueView in-display ads. I’m fairly confident that most YouTube Partners would love to learn how to add a call-to-action overlay to send viewers to their site, or drive sales straight from the video.
And there should also be at least one best practice in the Creator Playbook about building a Brand Channel. I’m pretty certain that many YouTube Partners would be interested in moderating user comments or using Google Analytics.
And there should also be at least one strategy in the Creator Playbook about getting included in the Program Calendar, which lists some of the unique sponsorship opportunities that are available for marketers. I believe that at least some YouTube Partners would be interested in learning more about Live Streamed Events, such as music festivals, or Content Sponsorships, such as exclusive sponsorship of their content and channels on YouTube.
Unfortunately, we’re going to have to wait until Version 2.5 or 3.0 of the YouTube Creator Playbook becomes available a long time from now in a galaxy far, far away…..