Google YouTube Creator Playbook Guide Music Manuel d'utilisateur

MusicPlaybook GuideMarch 2013

10Optimizing for Better DiscoveryLayout options for independent artistsSingle channel • Many indie musicians manage a single channel for all content

11Optimizing for Better DiscoveryCuratorsSingle channelMusic curators may or may not upload any original content that they own to their channels. For

12Optimizing for DiscoveryChecklistAdd titles, tags and descriptions to all content• Titles should include heavily searched terms rst, such as song

5Releasing an Album or Song

14Releasing an Album or SongHow can I use YouTube to release a new album or song?Your channel should be a central part of your song or album release s

15Releasing an Album or SongOptimize your channel landing page• Point all branding/banners to the song or album• Feature the promotional video and e

16Releasing an Album or SongUse the YouTube toolset • Utilize Merch annotations • Create album samplers using timecoded annotations• Utilize InVide

17Releasing an Album or SongLeverage top-performing videosYour successful videos are a great asset. Direct viewers to new work as soon as it’s posted.

18Releasing an Album or SongUse Data!YouTube Analytics should be a key part of your channel’s launch strategy. Use data to target your promotion eort

19Releasing an Album or SongRelease a SongRelease an AlbumChecklistCreate a lyric video and a music video. Annotate your top assets to drive trac to

Created by the YouTube Next Lab, March 2013

Content Upload Frequency

21Content Upload FrequencyHow can I create new content more regularly for YouTube fans?Creating quality music videos is not only costly and time-consu

22Content Upload FrequencyActivate your channel feedYou don’t need to upload videos to maintain an active channel feed: Likes, comments and playlist a

Using the Talent

24Using the TalentHow can I use my artist or talent more eectively on YouTube?If you’re a record label, making the most of your artist’s time is esse

25Using the TalentExtra content from the artist• /IFightDragonsRock supplemented their channel oerings with a tutorial series on how they produce ch

Increasing watch-time

27Increasing watch-time YouTube’s music viewers have longer-than-average viewing sessions; music channels can and should take advantage of this. With

28Increasing watch-timeLong-form music content• Incorporate full concert footage, short lms and music documentaries into your content strategy. • U

29Increasing watch-timeChecklistOrganize your channel into playlistsInclude covers, remixes and other artists in your channel playlists to diversify c

3In 2011, we released the Creator Playbook—the one-stop shop for best practices to help you build a loyal and engaged audience on YouTube. Since then,

Cross-promotion

31Cross-promotion Why do concerts always feature a lesser-known opening act before the headliner? Why do established artists do guest spots on brand-n

32Cross-promotionCollaboration between music and non-music creator• /iamOTHER Cover song• /KurtHugoSchneider Artist interviewing artist• /TheWarner

33Cross-promotionIn addition to in-video collaborations, there are other, less time-intensive ways to collaborate and cross-promote with other music c

Engaging with Fans

35Engaging with FansYouTube attracts millions of viewers, and it’s home to millions of opinions. Think about your YouTube fans as a huge focus group,

36Cross-promotion & Fan EngagementChecklistCollaborate with other musicians/YouTube channels with similar styles and/or audiencesCurate other chan

Further Reading & Resources

38Further Reading & Resources• Calls to Action • Maintaining the Channel Feed• Tent-pole Programming• Cross-promotion & Collaboration • M

39Further Reading & ResourcesOptimizing for Better Discovery6 m83

4MusicOptimizing for Better Discovery 5Releasing an Album or Song 13Content Upload Frequency 20Using the Talent

Thank you!

Optimizing for Better Discovery

6Optimizing for Better DiscoveryMost people nd music channels through search results, so optimizing your videos for discovery is key. When you upload

7Optimizing for Better DiscoveryThe right channel setup and organization makes your channel more navigable for your audience, and improves discovery o

8Optimizing for Better DiscoveryMusic content owners can experiment with dierent channel formats and structures, depending on their unique goals. As

9Optimizing for Better DiscoveryLet’s take this one step further. Channel strategy can focus on a single channel, or distribute content across multipl