The New YouTube Content Strategy Framework
Video ads will now have differentiation to address consumer needs. Where YouTube concentrated on audience engagement build-up before, it has created a necessary classification framework to help advertisers better reach their demographics with targeted content. YouTube spells massive engagement, as everyone knows but it has so far preferred not to over-regulate (which spells big possibilities in theory but its underutilization in practice).
The framework contains three classifications which an advertiser can choose from (alone or in combination) to up viewership and subscribers bases. The types of videos are Hero, Hygiene and Hub – they are, according to online media strategy expert Brendan Gahan, adoptions of the “…‘always on’ strategy that is successfully growing communities and generating earned viewership on YouTube.” Here are their definitions, based on Gahan’s infographic:
- Hero – videos are part of a massive highlighting campaign (with minimal monetization) that creates sharp spikes in audience awareness.
- Hub – involves a regular content schedule for online communities with specific interests, an over-layer that rides the “always on” wave – spelling consistent, long-term engagement.
- Hygiene – these are videos in the “always on” category proper, highly monetized and amorphous videos paired with YouTube’s TrueView ad content.
Probably YouTube wanted to have a solid base with which to regulate its role as the world’s second-largest site for searches. That base is now a reality with the ViralSpiral and Base79 mergers. With it, the climate in the video ecosystem moves out of passionate chaos into cultured relationships. The first was a canny marketing strategy of letting the seeds fall where they may, the second is “agriculture proper”, the time for a true harvest. The 3H content strategy is the John Deere or International Harvester of video ads.
Why YouTube followed the course is also a matter of Time influencing developments. In natural terms, there was a need to let unaided over-all awareness grow within the video ecosystem, to let it evolve and grow complex. This could only take Time and a holding pattern whose purpose is educational. Again, it takes Time to educate a great mass of consumers on things like navigation, uploads, and usage for video. YouTube also had to wait for interactive devices to catch up to its streaming content. Simply put, the time is ripe to move on and, while YouTube does not trumpet the fact (but self-deprecatingly helps it along with more organized 3H content), this is a “dimensional jump” into the interactive future that most everyone can participate in.