The first step is to define the strategy of the YouTube channel: Who is to be reached for which purpose?
Together with our clients we conduct various audits to ensure that the essence of the project is understood. Brainstorming sessions produce first ideas and possibilities which are then reviewed in relation to the definition of the respective target group.
Who do we want to reach with the YouTube channel? Which emotions do we want to convey to these people? Which video formats are relevant and interesting for this specific target group? We characterise this group of people and look at the competition.
What is the goal of the YouTube channel for the next 7 to 10 years to come? Which figures are to be generated by then? What are the interim goals? Our objective is formulated in a goal setting one-pager which is intuitive and easy to understand for all employees working with the channel.
Based on the chosen strategy, the conception phase produces individual formats, editorial calendars, and video scripts for long-term, sustainable success.
We follow Google and YouTube specifications closely to create meaningful formats for our clients’ YouTube channels. We take a Hero – Hub – Hygiene approach in this regard, which is explained in detail in a blog post. This modular approach allows us to develop strategy-based blueprints.
WOnce the formats have been agreed, individual videos are created accordingly. Using the editorial calendar, the videos are produced and aligned with the market and its potential. Our editors equally optimise the scripts in relation to search engine relevance.
Each production needs a location – be it inside a studio or outside in the open. We organise the ideal film set for a perfect result. This is all about light, sound, and the impact on the target audience. If the set triggers the intended emotions, the task was successfully accomplished.
Once cameras are rolling and the lights and sound recorders for the YouTube videos are at the desired set, the time has come for: Action!
Even though video production logistics are quite complex, we simplify them as best as possible. We organise the people, the accommodation, the transportation of the equipment, and more. This vouches for optimum video content production.
The camera, light, and sound are chosen according to the Pareto principle, meaning we opt for the technology that meets the intended purpose and is most cost-effective. We have refined these parameters over years and know how to best apply this knowledge when readying equipment. In addition, we have a large warehouse filled with our own camera equipment.
The camera team, the presentation, and external factors must now all work together to capture the content. This can take anywhere between two hours and two days – it all depends on the respective YouTube video that is in the making.
The very latest in software is used to cut the respective content for YouTube and fine-tune the colours.
The recorded files are edited using the latest in hardware and software. Video editing is carried out with the target audience in mind: calm edits for a more mature target group, while hard cuts and stepped-up animation are used for younger viewers. We follow the standards yet become creative.
Certain video projects call for animation rather than a production from scratch. That may include how-to videos with plenty of captioning or product animation. We assist in creating those animation projects.
To further emphasise a video’s message, captions filled with text are a helpful tool. Using our client’s corporate identity, we create a range of different ways to add information.
YouTube content is only of genuine relevance and is clicked on and found by search engines if it has a perfect thumbnail, title, and description.
The video format is pivotal for a title’s perfect formulation: Hygiene concept videos rely on outstanding SEO performance, while Hero content is ideally of a more crisp and sensationalising nature. A solid title is drafted in harmony with the thumbnail design.
Here, too, the video’s purpose points the way. If high SEO performance content is to be created, longer SEO formulations should be chosen. Hub or Hero formats can do without this if their content triggers interaction.
A thumbnail may be small in size, but it is crucial in the successful performance of a YouTube video. Our expertise will help you to create this small image that draws in clicks and interaction.
The real work starts once the video goes online: We measure its KPIs for follow-up productions.
We are all aware of the essential Key Performance Indicators for YouTube videos. Our blog even features an elaborate post on this. However, the important thing here is that we specify KPIs for each YouTube channel individually. Which values are genuinely relevant for the strategy?
The first 24h after content goes public are extremely relevant for YouTube: How does the thumbnail perform? How is the title working out? And last but not least: how is the video doing? Are comments added? What are the ratings like? We monitor the channel’s activity and recommend actions or take charge of Community Management.
Monitoring and the target definition are used to analyse and adjust follow-up video content. What needs to be stepped up? What should be deleted from the video concept? This is the only way to optimise a YouTube channel in the long run and generate high interaction rates.