Move like a creator
Successful execution means mastering resource allocation and working like a producer (whether you produce videos in-house or not).
Keep up with creators
Not only can YouTube creators go from being initially unknown to worldwide celebrities, they frequently go from knowing nothing about video production to small-scale studio heads, frequently producing new videos at a rate that far outpaces what traditional brands or agencies produce.
Because creators often have limited time and resources, they may approach challenges with exceptional creativity, and so when looking to move efficiently, it’s worth looking at some of their strategies:
- Shoot multiple videos in one day.
- Film as much as possible on every shoot: you can always find a use for b-roll and behind-the-scenes footage. Anything you don’t use right away can be recut.
- Capture interview snippets and vlog-worthy commentary.
- Hire producers who are also editors.
You can also produce and distribute more content more cheaply by enlisting the YouTube ecosystem:
- Ask customers and clients to upload videos about your brand. 86% of organic views on branded content come from fan-uploaded content.
- Partner with existing YouTube creators. Many mid-tier and small creators can work very efficiently at scale.
See it in action
How creators make great videos with limited resourcesSuccessful YouTube creators share their tips for working with limited resources: start with great irresistibly shareable ideas, don’t feel that content must be polished to be shareable, use limitations and expertise to your advantage, leverage repeatable formats, be flexible, and be prepared.
To reward brand love, give your audience a platformIn search of an innovative platform to connect with youthful consumers, Pepsi invited people to create their own Pepsi ads for YouTube FanFest and 2015. With 3K+ entries & 400 creator films, "Crash the IPL" was one of India’s largest user-generated video contests. Pepsi received 21M views during this award-winning campaign.
- Collaborate with creators who already speak to your audience
Collaborate with creators who already speak to your audienceMountain Dew found an intersection between their brand and their desired audience: the viewers and subscribers of Devin Supertramp’s YouTube channel. Click on the title above to read the case study.
Manage and allocate resources
How many creatives, marketers, editors, and producers does it take to make a successful Youtube video, anyway?
The answer depends entirely on business goals and current resource allocations. The more videos your team plans to release, the more people needed to support this goal. We find that brands typically take one of four approaches to staffing.
- To create YouTube-specific content only a few times a year, outsourcing all production needs may be effective.
- Consider having one person on-staff to help coordinate — and communicate — with outside video production vendors.
- To move like a publisher, pull together a cross-disciplinary team from around the organization to support an in-house production lead.
- To produce large volumes of “always on” video content across multiple format types, commit to a full in-house production team.
Outsource all production
Single in-house production staffer; most work outsourced.
In-house production lead pulls together a cross-disciplinary team
Dedicated in-house production team
As far as financing, expect to spend about half of your budget on production costs, 30-40% on payroll and personnel, and allocate 15-20% for overhead, branding/PR, and insurance.
Seven skills your team needs:
- Writing: story, character, content strategy / YouTube format savvy
- Producing: project management
- Directing: performance, story; guardian of the content
- Camera: focus, lighting / exposure, framing, motion, production quality
- Audio: clear, clean audio recording ability
- Production: artistic eye, designing inside the frame
- Editing: storytelling, titles, graphics, effects, publishing
So, you have people in place to write content, shoot, mic, and edit it. But making fantastic videos is only a small part of organizational success on YouTube.
An entire ecosystem of third-party vendors specializing in areas like talent access, rights management, channel management, content distribution, and search optimization has sprung up to address key knowledge-gaps in producing content specifically for YouTube.
There are companies that specialize in extracting and analyzing YouTube's raw data and presenting it in a format that makes the data relevant for your business needs.
Some organizations may want to keep all the numbers in-house, in which case these are skills that should be hired for.
Not every video requires this much planning in all areas, but no matter the size of your core team, take advantage of optimizing for what you need, and enlisting smart partners when necessary, to behave more like a full-service shop.
Essential skillsets for channel management
- Experience managing a YouTube channel
- Existing relationships with YouTube creators
- Rights management knowledge (licensing, copyright, etc.)
- Optimizing video organically
- Expertise in social media campaigns
- Data and insight analysis
- Technical support for API integration