Best in Class Brand Examples - Brands As Creators Kama Ayurveda PDF

YouTube
Best in class examples

Get inspired by the ways brands engage with YouTube
and model these best practices with your clients
01 YouTube Channels
Best in class: 02 Made for YouTube Content
Table of 03 YouTube Products
YouTube
Contents 04 Appendix
05 Resources
BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Confidential & proprietary

01
Best in Class
on
YouTube
YouTube Channels

What makes a best in class channel?
Best in class YouTube content is long form, made for YouTube content uploaded consistently
(weekly) that follows YouTube Optimization best practices. More info below!
● Made for YouTube: The best content on YouTube feels “made for YouTube” and provides access,
entertainment, inspiration and/or education with a clear, end to end narrative. There’s no ideal
length to a made for YouTube video, but we advise brands to create content that’s at least 4
minutes long. Additionally, we recommend brands lean in to tried and true YouTube formats,
upload new content at least once a week and always cross promote their content across all social
channels.
● YouTube Optimization: The look and feel of your YouTube content and channel should be
consistent and well organized. There’s many ways to optimize your channel and content - check
out the Creator Academy lessons on titles and descriptions, thumbnails, keyword tags, end
screens, playlists, channel trailers and how to brand your channel.

What makes a best in class channel?
Best in class YouTube content is long form, made for YouTube content uploaded consistently
(weekly) that follows YouTube Optimization best practices. More info below!
● Engaging with your community: You can think about this as engaging with your users via
comments and the Community Tab as well as authentically partnering with the Creator community
to create exciting new content and cross promote across channels. Check out the Creator
Academy lessons on how to connect with your community and collaboration.
● Types of content:
○ Original Series: Also known as “Hub” content, Original Series keep your audience coming
back for more every week! Original Series are a great way to experiment with your brand
image and try out YouTube formats.
○ Always On: Also known as “Help” content, this is your Evergreen content that continues to
drive views years after uploading.
○ Tentpole: Also known as “Hero” content, this refers to large scale productions that may
involve a Premiere or a Livestream to create buzz for your brand during a key moment or
product launch.

Programming Calendar
TENTPOLE ORIGINAL SERIES ALWAYS ON

Large-scale, highly produced Regularly scheduled ‘push Content that viewers are
moments or events designed content’ targeted to your searching for or can enjoy any
specifically for brand audience released at a regular time-- cadence for community
awareness. cadence. engagement.
REACH
CONTENT ACTIVITY

BAAD
Fenty Beauty
● YouTube Optimization: Fenty Beauty has a consistent
look across their content, allowing viewers to easily
identify official Brand content via thumbnails, titles and
descriptions.
● YouTube formats: Fenty Beauty leans in to popular

YouTube formats like challenges, How Tos, interviews
and tutorials to increase watchtime and engagement
from users.
● Original Series: Rihanna, Fenty Beauty founder, posts a

Tuesday Tutorial video series, which drives millions of
views.
● Fenty Beauty has nearly 600,000 subscribers.

BAAD
LEGO
● Community Building: The brand regularly runs
campaigns aimed at getting followers to share their
content. For example, the ‘Build It Together’ campaign
encouraged fans to build a Christmas present for
someone using Legos. Fans could enter their videos or
photos of their creations for a chance to be featured.
● Original Series: LEGO has created multiple made for

YouTube series, including Rebrikulous, a weekly show
focused on challenges, and Girls on a Mission, a 16
episode cartoon with over 17 million views.
● YouTube Optimization: LEGO uses channel shelves to

organize their content into playlists, and adds end
screens to each video they post, encouraging further
engagement.
● LEGO has 7.8 million subscribers.

BAAD
Patagonia
Patagonia uses their YouTube channel to showcase their
original content that embodies their brand mission to
“use business to inspire and implement solutions to the
environmental crisis”.
● Made for YouTube content: Patagonia’s channel is

robust (over 1,100 videos!) and full of narrative
driven content.
● Always On: Hub videos profiling climbing, skiing,

environmental activism and more drive traffic to
their page years after uploading.
● Tentpole: Patagonia consistently creates long

form, narrative driven content via Patagonia
Films and uploads to their YouTube channel - this
recent 19 min "Dirt Magic" video has over
500,000 views in less than a month.
CPG
Indonesia
Tropicana Slim
● YouTube Optimization: The Tropicana Slim
channel is organized into channel shelves that
highlights their amazing original series, JANJI,
and evergreen content.
● Always On: Tropicana Slim has evergreen content

focused on diabetes info, healthy recipes and
wellness inspirational content.
● Original Series: JANJI is a weekly original series

drama that’s over 10 minutes long with a huge
following - the series averages more than 400,000
views per episode!
● Tropicana Slim has 135,000 subscribers.

FBR
Red Bull
● YouTube Optimization: Red Bull uses consistent
thumbnails on all of their video series, creates playlists
and channel shelves to organize their channel and
uploads new content more than once a week.
● Always On: Videos like Jason Paul freerunning videos

and Red Bull snow films continue to drive traffic years
after uploading.
● Tentpole: Red Bull regularly uses Live for extreme

sports streaming, like the Cliff Diving World Series of
2019 with over 214k views.
● Made for YouTube Formats: Red Bull is Leaned in to

popular YouTube formats like Reaction videos and
athlete challenges.
● Red Bull has over 8.6 million subscribers.

M&E
Chicago Cubs
● After “relaunching” their YouTube channel this year, The Cubs
quickly drove over 100k new subscribers, becoming the most
popular channel amongst MLB clubs.
● YouTube Optimization: The Cubs follow all our best practices

YouTube channels and content: they have a channel trailer &
featured video to highlight their key piece of content; videos have
consistent thumbnail images; use concise titles and accurate
descriptions.
● YouTube Formats: The Cubs have leaned into Made for YouTube &
popular content on YouTube. Star players have appeared in “How
To” videos for Cubs nail art and alongside puppies .
● The Chicago Cubs have over 142,000 subscribers.

M&E
Disney
● YouTube Optimization: Disney has a channel
trailer & featured video to highlight their key piece
of content. Additionally, they use channel shelves
to keep their content well organized and link to
various playlists.
● Original Series: Disney’s As Told by Emoji series,

is the retelling of their favorite stories with emojis
and tutorials on illustrations. The result is that this
heritage brand feels very modern and in touch
with what today’s YouTube user wants to see.
● Disney has 3.8 million subscribers.

M&E
HBO
● YouTube Optimization: HBO uses consistent
thumbnails on all of their videos, allowing users to
quickly identify official content. The channel is
highly organized through channel shelves and
playlists.
● Always On: HBO develops behind the scenes,

episode preview and inside the episode content for
all of their shows, allowing fans to learn more
about their favorite programs.
● Original Series: HBO has several made for

YouTube original series like their animated
“Backstories” and a Roundtable with the stars of
Big Little Lies after the show airs.
● HBO has 1.7 million subscribers.

M&E
HBO: Euphoria
HBO embraced the Home of Franchise strategy and launched
a standalone channel for their new show Euphoria.
● Made for YouTube formats: The channel is

programmed with behind the scenes videos, music
videos, and interviews between episodes.
● YouTube Optimization: The Euphoria channel is

organized neatly into channel shelves reflecting content
for each episode, and all videos have consistent
branding on thumbnails.
● Results: To drive awareness for the new channel, HBO

uploaded the full first episode on July 6th, resulting in
2.4M views and a 16:40 avg. view duration over the two
week window.
● HBO Euphoria has over 225,000 subscribers

M&E
Marvel Entertainment
● YouTube Optimization: Marvel guarantees a
consistent look across all of their video thumbnails
and uses playlists to keep the channel well
organized.
● Always On: Capitalizing on the popularity of

“Avengers: Endgame”, Marvel uploaded 40 videos
from the red carpet premiere that have millions of
views. They also make sure to upload behind the
scenes content and trailers for every movie in the
Marvel Universe.
● Original Series: Marvel created the made for

YouTube weekly talk show “Earth’s Mightiest Show”
with over 60 episodes.
● Marvel Entertainment has more than 13 million

subscribers.
M&E
National Geographic
● YouTube Optimization: National Geographic posts
new videos every day and follows the YouTube best
practices: they includes the logo in every thumbnail,
craft accurate descriptions, and utilize simple titles.
● Community building: They’re active Community users

and regularly reply to comments on their channel, with
one of their comments even going viral.
● Made for YouTube content: Nat Geo has a ton of

amazing Always On content on YouTube (like their 101
videos) organized through channel shelves and
playlists.
● Original Series: Gordon Ramsay: Uncharted is a

made for YouTube weekly series success with more
than 11 million views in 8 episodes.
● National Geographic has 11 million subscribers.

M&E
Netflix
● YouTube Optimization: Netflix channel follows
YouTube best practices for their channel for
videos, titles, descriptions thumbnails & end cards.
● Playlist Strategy: Each show has a dedicated

playlist that leans on trailers as well as made for
YouTube content (interviews, listicles, Easter
eggs).
● Original Series: Netflix is very leaned in to made

for YouTube content and has created multiple
original series including “Battle of the Boyfriends”
and “Every “X” in a Show”.
● Netflix has over 10 million subscribers!

M&E
WWE
● YouTube Optimization: WWE has a fully optimized
YouTube channel: a channel trailer, uniform
thumbnails for each of their franchises and
channel shelves of different WWE shows and
curated content like “Best of the Best”.
● Always On: Monday Night Raw is TV’s

longest-running weekly episodic program, and
WWE amplifies its impact by uploading highlights
after airing.
● Community: WWE is active on the Community tab

and their fans love the engagement; each post
receives tens of thousands of likes and most
receive thousands of comments.
● WWE has 47 million subscribers.

Retail
REI
● YouTube Optimization: REI keeps their channel
fresh, regularly updating their trailer video with
new content, along with following YouTube’s
best practices for metadata.
● REI uploads longer form, made for YouTube

content at least once a week, keeping their
subscribers coming back for more.
● Always On: REI’s Evergreen content is plentiful,

ranging from backpacking tips, camp recipes,
breath of fresh air meditation series and more!
● Original Series: Their Force of Nature series

has over 7 million views and thousands of
comments.
● REI has 173,000 subscribers.

Retail
Germany
Ebay Kleinanzeigen
● YouTube Optimization: Ebay Kleinanzeigen’s (Ebay
Classifieds) channel is very uniform; all thumbnails have a
consistent look and feel. The channel just won the official
Goldene Kamera Digital Award for best brand channel!
● Always On: Evergreen content is featured prominently on

their channel shelves and most videos have over one
million views.
● Creator Collaboration: Ebay created its own original

weekly made for Youtube series starring popular creators
(Klein Hannah and Malternative, with over 500,000
subscribers combined).
● Think with Google article “How eBay Classifieds Boosts

Its Brand Recognition With Its Own YouTube Series”,
describes how YouTube increased awareness and
use of Ebay Kleinanzeigen in their key younger
demographic.

Retail
Lowe’s
● YouTube Optimization: Lowe’s channel is fantastic, with
consistent thumbnails, clear titles, and accurate
descriptions on each video. They use channel shelves to
organize their content and have a channel trailer that
spotlights recent Tentpole learning content.
● Always On: Featured how-to content uploaded years ago

is prominently featured on their channel and continues to
drive millions of views.
● Creator Partnerships: Lowe’s highlights content from

endemic YouTube creators in their “From Our Friends”
dedicated playlist.
● Original Series: Lowe’s has a few made for YouTube

original series including The Weekender, a home
decorating show with four seasons.
● Lowe’s has 736,000 subscribers.

Retail
Moment
● “YouTube now accounts for 10 percent of our traffic
and eight percent of last click through revenue—over
$1 million. It’s hard to measure the overall brand
impact, but in our website checkout surveys, 28
percent of customers say they heard about is
through YouTube” - quote from Moment co-founder
in “How we built a million dollar YouTube channel”.
● YouTube Optimization: Moment follows all the

YouTube best practices, with interesting thumbnails
on all videos, posting videos regularly (three times a
week for them!), using catchy titles, cross promoting
content across other social channels and engaging
with their community through comments.
● Moment has 279,000 subscribers.

Retail
Sephora
● YouTube Optimization: Sephora’s channel is organized
in channel shelves, with playlists focusing on different
aspects of their content (Tips and Tricks, Hair Tutorials,
Trend to Try, etc).
● Regular Posts: Sephora creates and uploads multiple

made for YouTube content a week, creating a consistent
drumbeat that encourages fans to come back for more.
● Always On: Sephora’s “Masterclass” content features

videos from renowned makeup artists and drives traffic
months after publishing.
● Original Series: “Play! By Sephora” incorporates beauty

strategies appropriate for each month of the year.
● Sephora has 1.2 million subscribers.

Retail
YETI
● YouTube Optimization: YETI’s channel is organized
neatly into channel shelves and different playlists,
highlighting their products, podcast series and how
to videos.
● Always On: Years old content on fishing and

hunting is featured prominently on their channel
and continues to accumulate thousands of views.
● Tentpole: YETI regularly creates and uploads

highly acclaimed short form documentaries to their
“YETI Presents” playlist, highlighting extraordinary
people throughout the USA. Comment from a fan:
“Everything from the "Yeti Presents:" series is just
absolute gold”.
● YETI has 89,000 subscribers.

Tech
GoPro
● YouTube Optimization: GoPro posts a new video
every week, encouraging fans to come back for
more content.
● Playlist Strategy: Playlists are used to highlight fan

uploaded GoPro videos, focus on their different
products and curate their favorite videos through a
“Staff’s Top Picks” selection.
● Always On: Amazing Evergreen content continues

to drive millions of views years after posting.
● Tentpole: GoPro created a special video and entire

playlists celebrating 2 Billion views on YouTube,
celebrating their fans and YouTube engagement.
● GoPro has 7.5 million subscribers.

Tech
Israel
Waves Audio
● YouTube Optimization: Waves Audio is leaned in
to the importance of thinking like a creators and
posts at least one made for YouTube longer form
video a week. Their video titles are concise and
descriptive and their channel is well organized into
different playlists.
● Always On: Great years old tutorial content is

highlighted on their page and continues to drive
hundreds of thousands of views. Waves Audio has
fully leaned in to how to and tutorial content and
their viewers turn to them for expert advise.
● Waves Audio has 344,000 subscribers.

Telecom
Turkey
Vodafone FreeZone
● YouTube Optimization: Vodafone FreeZone’s
channel is well organized and features channel
shelves and all videos have high contrast
thumbnails with a consistent look and feel.
● YouTube products: Vodafone uses Live to stream

concerts every other month from indie artists.
● Original Series: Collaborated with Creator and

influencer Chaby Han on an 8 episodes K-Pop 101
series, with over 500,000 views.
● Creator Collaborations: Vodafone regularly

partners with gaming creators to create longer
form travel content, garnering hundreds of
thousands of views.
● Vodafone FreeZone has 171,000 subscribers.

02
Best in Class
on
YouTube
Made for YouTube Content

Best in Class
Made for YouTube Content:
Original Series
App
Original Series
Lyft
Lyft created a viral sensation with their Undercover Lyft made for YouTube
original series.
● The 15 episode series has over 50 million views and has garnered
over 1,000 press articles, winning a Shorty Award and a Webby
award for the Chance the Rapper episode.
● This series drove real results for Lyft! The series made a positive
impact on Lyft's overall brand awareness, resulting in a significant
shift from previous quarters for Lyft's key brand metrics: unaided
awareness increased by 2%, consumers' familiarity around the
brand increased by 4%, Lyft usage increased by 2% and customer
loyalty (competitive net promoter score) also increased by 2%.*
● In 2016, Lyft was able to triple its rides from 53 to 160 million, and
52.6% of those rides occurred in the last quarter of the year.*
*Source: https://shortyawards.com/9th/undercover-lyft
BAAD
Original Series
Under Armour
Under Armour is very leaned in to YouTube, creating multiple original series
for their channel:
● Shoot Your Shot: Host Brandon Armstrong interviews the new wave
of young celebrities and Internet stars on the hardwood each week
for a round of hoops and trash talk. Each episode has over 500,000
views, with many topping one million.
● UA 360: This daily series features short workout and health tips from
two top trainers. Every video in the series has over 275,000 views.
● Soundtrack to the Game: Pro basketball trainer Chris Brickley. takes

users through a ten part workout series to improve their basketball
skills coupled with songs from rising artists. Each episode has over
100,000 views.
● Under Armour has 221,000 subscribers.

CPG
Original Series
SK-II
● Timelines series: SK-II partnered with renowned
journalist Katie Couric on a five episode original series
that explores the pressures put on women by their
families and society around the world.
● Bare Skin Chat: This two season “series” is anchored

around celebrities James Corden, Chloe Grace Moretz,
Naomi Watanabe and Kasumi Arimura. While the content
is shorter and likely used for advertising spots, SK-II
uploaded the series to their YouTube channel and the ten
episodes average over a million views per video.
● SK-II has over 126,000 subscribers.

Landmark
Original Series
Tinder
Tinder is leaned in to YouTube, creating various original series and is
committed to posting once a week to continue to drive watchtime and
engagement on their channel.
● Swipe Sessions: Tinder leans in to celebrities like J. Lo &

Queer Eye’s Antoni and Jonathan to take over a user’s account
to hilarious - and successful - results!
● Taking over my Tinder: Instead of celebrities, Tinder turns to

unlikely collaborators like your Ex, Mom and Stepdad to help
their users find a match.
● Tinder has 32,000 subscribers.

M&E
Original Series
Nintendo
In addition to regularly uploading trailers, gameplay videos, podcasts and
more to their YouTube channel, Nintendo created the weekly series
Nintendo Minute.
● YouTube formats: The weekly series features tried and true

YouTube formats like DIY, challenges, trivia and guest stars.
● Each episode averages hundreds of thousands of views and

hundreds of comments.
● Nintendo has 5.9 million subscribers.

Publication
Original Series
Complex: Hot Ones

Complex Magazine partnered with the YouTube channel First We Feast
to create the pop culture phenomenon Hot Ones, now in its ninth
season.
● Must watch content: Anchored by host Sean Evans, Hot Ones

has become a compulsory stop on most celebrity media tours
with unpredictable and hilarious results.
● Weekly posts: First We Feast uploads a new episode every

Thursday at 11am, encouraging viewers to return weekly.
● Merchandise: Hot Ones hot sauces regularly sell out within an

hour and exceeded $7 million in sales in 2018.
● Hot Ones has nearly 200 episodes and averages millions of

views for each video.

Retail
Original Series
Germany
Conrad Electronic
In order to increase brand awareness with young, technology-savvy users,
Conrad Electronic created the original series “TechnikHelden” or “Technology
Heroes”.
● Creator Collaboration: TechnikHelden is a collaboration between four

of the best known influencers in the German engineering sector with a
combined 800,000 subscribers.
● Regular posts: Every Wednesday, a new episode is released on Conrad

Electronic’s YouTube channel, with each of the four creators creating
videos with their own themes that include technical secrets, Smart
Living, practical tests and DIY topics.
● Results: So far, "TechnikHelden" has recorded more than 3.5 million

views, with 90% growth in average playback time. The channel has also
increased subscribers by more than 140% and was profiled in the
Think with Google article “Content Marketing: How Conrad Electronic
reaches a young, tech-savvy target group with YouTube”.
Retail
Original Series
Purple
Purple partnered with comedy duo Tim & Eric to create a six episode
original series of “Ideal Sleep Solutions and Zonk Strategies”
● The six episode series has a total of 6 million views.
● The fans loved the series! Each episode has hundreds of

overwhelmingly positive comments. The series received attention
from the AV Club.
● Purple has 175,000 subscribers.

Tech
Original Series
Google
Google’s made for YouTube docuseries ‘Search On’ tells the stories
of people on a quest for better answers and the magic that happens
at the intersection of tech and humanity.
● The nine episode series earned tens of millions of views

with thousands of positive comments from fans around the
world.
● Search On portrays Google’s brand purpose in a beautiful

and authentic way.

Best in Class
Made for YouTube Content: Always On
Retail
Original
Always Series/
On
Always On
IKEA
● Original Series: IKEA has a 400 episode “Home Tour” Series
that provides mini makeovers for IKEA users around the
country.
● How To: Video on how to build their most popular furniture

continues to drive hundreds of thousands of views six years
after uploading.
● YouTube formats: IKEA debuted the 25 minute ASMR video

Oddly IKEA two years ago, and the content still resonates with
users - there are more than 2.6 million views and 7,500
comments, many of them from recent viewers!

Beauty
Original Series
Glossier
Glossier leans into the Made for YouTube format “Get Ready
with me” to create an authentic branded content video.
● Made for YouTube: This video is “Made for YouTube”

because it’s authentic, candid, engaging, yet still
educational. The audience feels like they were able to
spend quality time with Paloma yet the content is still
authentic to the Glossier brand.
● Get Ready with Me: Ft Paloma + Glossier has over 420,000

views

Retail
Always On
The Home Depot

The Home Depot’s channel is filled with always on, utility content!
● YouTube Optimization: Every thumbnail is consistently designed

and prominently features The Home Depot’s logo, allowing users
to quickly identify official content.
● Playlist Strategy: Home Depot curates content as old as 10

years old - yet still relevant as ever - into their “Popular uploads”
playlist, driving traffic to helpful videos.
● Always on content ranges from vertical garden ideas, cleaning

tips, how to steps - all separated into well organized channel
shelves.
● Home Depot has 273,000 subscribers.

Retail
Always On
Sephora
This is Made for YouTube content because it has a clear purpose, is
personality driven, breaks the 4th wall, and is over four minutes
long.
● Always On: Sephora leans in to Always On content with a

plethora of How To and tip videos on their channel, including this
How to example.
● Educational: The video is authentic to Sephora’s brand and

teaches the audience something new.
● How to: Treat Acne and Breakouts has over 2 million views and
over 500 comments!

Tech
Always On
Apple
Apple is leaning in to made for YouTube content like never before,
focusing on made for YouTube formats like ASMR.
● Made for YouTube: Apple debuted their four part ASMR series
in August 2019, and is the first time Apple has experimented
with this made for YouTube format.
● The four videos have over one million combined views.
● Press: CNBC and Engadget

Tech
Always On
Apple
Apple is leaning in to made for YouTube content like never before,
focusing on user generated content and creator partnerships.
● Creator Partnership: Realizing the popularity of user-generated

videos uploaded to YouTube featuring Apple’s Memoji
technology, Apple partnered with popular YouTube Creators
Patrick Starr and Desi Perkins to create this fun Memoji
Makeup Tutorial.
● This video is the first time Apple has partnered with beauty
creators and has over 900,000 views and 30,000 likes.

Best in Class
Made for YouTube Content: Tentpole
Tech Tentpole
Apple: Live
For the first time, Apple shifted the livestream of their fall
announcement event from Twitter to YouTube after
partnering closely with their SPM and receiving approval
from CEO Tim Cook.
● The livestream had 1.8M peak concurrent viewers and

has earned 11.5M+ views total across live and VOD
(Confidential).
● The livestream also peaked as the #1 video on

YouTube in 52 countries, and the accompanying
Introducing iPhone 11 video peaked at #1 in 31
countries
● Apple invested $2.1M in media, including a masthead

and preroll, to promote the livestream, representing a
strong organic + paid story and partnership between
Sales and the Brands as Creators team
BAAD
Tentpole
Louis Vuitton
Luxury brand Louis Vuitton has leaned in to the importance of
narrative driven, made for YouTube content and turned to our top
creators to help create a deeper connection with a wider & younger
audience.
● Louis Vuitton x Emma Chamberlain: Louis Vuitton partnered with

Emma Chamberlain first at their February Women’s show in Paris
and again in June for their Cruise show in New York. The three
videos have combined 12 million views.
● Louis Vuitton x Dolan Twins Following the successful partnership

with Emma, LV then collaborated with the Dolan Twins for their
June show resulting in two videos and 5 million views.
● The Louis Vuitton collaborations have received tons of press!

BAAD
Tentpole
Louis Vuitton
● Made for YouTube content: This video provides access to a
brand through the eyes of creators that the YouTube community
knows and loves.
● Creator Partnership: The Dolan Twins at the Louis Vuitton

Men’s Spring-Summer 2020 Fashion Show has over 1.8 million
views.
● The video is long (20 mins) but still generated incredible

engagement with over 85,000 likes and almost 3,000
comments..

BAAD
Tentpole
Alexander Wang
● Made for YouTube: This is Made for YouTube content
because it provides the viewer unique access, is driven by
personality, breaks the 4th wall by involving the audience yet is
still unique to the Alexander Wang brand.
● Tentpole: Behind the scenes video recorded around Alexander

Wang’s runway show
● Pete Davidson’s Model Boot Camp has 550,000 views

GCS
Tentpole
Naadam
Direct to Consumer brand Naadam created a mini
documentary video that tells the “True Story” of their brand.
● The True Story of Naadam has over 1.4 million views on

YouTube.
● Engagement with fans: Nearly 100 positive comments from

users, including “Great video! I'd totally watch this film. Please
make one!” and “I thumbed up for this great video. This is
insanely good. Might be the best one I have seen in recent times.”

03
Best in Class
on
YouTube
YouTube Products (aka Tentpole)

Premieres
Premieres
Premieres help creators build
excitement and hype leading up to
the release of new content,
accelerating the velocity of a new
video on YouTube.
Recommendations:
● Be thoughtful about timing of
the Premieres
● Tease your release in
advance on your social
channels
● Be present in the live chat

Premieres Best Practices
BEFORE DURING AFTER
Program Strategically - Create a Be There For Fans - Fans are coming to Continue The Conversation - Once the live
Premieres strategy that takes into account share this moment with other fans as well chat has ended you can continue the
how often you release and which of your as the creator and brand. Be present in the conversation with your audience in the
videos would most benefit from being live chat for each of the Premieres and video comments section. From posting a
premiered! give fans the connection they crave by thank you message to responding to
engaging via live chat for the duration of questions, the end of the Premiere
Build the hype across all channels - the Premiere. shouldn’t be the end of the conversation.
Announce and tease your Premiere in
advance of the upload to start building Add Value - Premieres’ live chat is a great Drive Momentum with Paid Media - The
hype. Once the landing page of the way for you to provide your audience with hours after a Premiere is the best time to
Premiere has gone live, begin promoting real time commentary, and help answer a promote a video, so don’t forget to follow
the link across your social media customer’s questions, providing insights the launch with a strong media strategy to
channels. From Twitter to Facebook to in a non-intrusive manner. help further your reach!
Instagram, start mobilizing your fanbase
and invite them to the Premiere.

M&E
Netflix
Netflix used Premieres to set up a countdown video teasing a
major announcement for the anticipated Neon Genesis
Evangelion series.
● Program Strategically: Fans tuned in to see if Netflix was

dropping the entire series or sharing something else entirely,
and Netflix used the opportunity to announce the drop date
three months in advance.
● 428,000 views of the countdown and premiere

announcement.

M&E
Netflix & Kondzilla

Netflix partnered with the largest YouTube channel in Brazil, KondZilla, to
make a full-episode of Sintonia, a Brazilian Netflix original, available on
YouTube for 48 hours - the first time a full episode of Netflix content was
available on YouTube.
● Build the hype across all channels: Netflix used Stories, Community,
cross promotion and metadata like the channel banner, info cards to
amplify the premiere.
● There were over 100,000 views on the video and as many as 7,000
viewers tuned in live.

M&E
Paramount Pictures
● Drive Momentum with Paid Media: Paramount Pictures used
Premieres to introduce the Pet Semetary trailer, using paid media
to build anticipation ahead of launch.
○ The trailer has accumulated over 12M views.
● Program Strategically: The Terminator: Dark Fate trailer is the first

major Paramount franchise trailer launched using Premieres.
○ The Premiere had above average peak concurrent viewers
and strong live chat messages.
○ The video garnered 16M views in less than 6 days .

FBR
Publix
Publix premiered their four part series for Publix
Aprons Cooking School Online, bringing their
popular in store demonstrations onto YouTube.
● Build the hype across all channels:

Publix promoted their new series in Publix
stores to encourage shoppers to
participate
● Be There For Fans & Add Value: Publix

invited live viewers to participate, and had
a dedicated person to answer questions
during the premiere.

M&E
Turkey
Grundig: Ruhun Doyson

Consumer electronics company Grundig launched the third season of
its Ruhun Doysun series using YouTube Premieres in October 2019
● For the third season of its popular Rohun Doyson series, Grundig
promoted the YouTube Premiere launch with paid media, creating
three different teasers over two days with TrueView In-stream
● Collaboration: Grundig tapped famous Turkish chef Mehmet Gurs to
present and consult on the series. He also responded to premiere
viewers via live chat!
● Paid media push: Grundig is leaned in to Brands as Creators and is
committed to both uploading fresh content regularly AND promoting
their series through ads.
● The eight episode third season has over 328,000 viewers!

BAAD / Public
Figure
Victoria Beckham
Victoria Beckham used Premieres to launch her new YouTube channel
alongside her Autumn/Winter 2019 Runway Show.
● YouTube live streamed the official runway show, reaching

~1,900 concurrent live views and surpassing 100,000 views
on demand.
● Continue The Conversation: Following the live stream,

Victoria used Premieres for the first episode of her ‘VB on the
Road’ series, documenting her recent trip to NYC.

Artist
Ariana Grande
Ariana Grande threw an exclusive global viewing
party on YouTube and invited all her super fans to
join for the release of thank u, next.
● 829,000 fans tuned in.
● 516,000 Live chats shared.
● 55.4 million views in the first 24 hours.

Artist
Taylor Swift
Taylor Swift used Premieres to drive excitement for
her first single, “ME!” from her 2019 album “Lover”.
● Build the hype across all channels - Taylor

used Twitter and IG let her fans know she’s
live to chat on her premiere.
● Be There For Fans - Taylor Swift spent 2

hours chatting to her global fan base
● Program Strategically - The midnight EST

live premiere had millions fans around the
world lining up digitally. This premiere
strategy drove 65.2 million views within its
first 24 hours.

Artist
Black Pink
After record-breaking numbers from Ariana Grande, K-pop sensation
Black Pink used Premieres to launch their video for “Kill This Love”, and
set new records!
● 979,000 peak concurrents.
● #1 trending video on YouTube.
● Over 111 million views in three days with more than 558 million
views all time.

Artist
Shawn Mendes
Shawn Mendes used YouTube Premieres to build hype for his
single “If I can’t have you”. Shawn teased the Premiere in his social
channels and spent an hour chatting with fans in the waiting room.
● More than 150,000 peak concurrents.
● 21.2 million views in 24 hours.
● And the #2 Single debut on Hot 100, his highest so far!

Creator
Dude Perfect
Dude Perfect used Premieres to share some huge updates, creating an
engaging, press conference-style experience for their viewers!
● Announced their 20 city live tour for Summer 2019.
● Introduced their “DP Squad” Channel Membership program,

giving fans access to an extra video per week & member only
live chats for $4.99/month.
● Notified fans of the Dude Perfect Season Three show date

release on Nickelodeon.

Live
Live
Live lets a brand connect with their audience in more meaningful ways
and helps your channel grow:
● Authentic: Live is raw, unfiltered, and genuine.
● New and fast: Live can supplement your existing content

creation and has minimal post-production time.
● 10X increase in live stream watchtime over last three years.
● YouTube viewers watch 4X longer on live streams compared to

video on demand.
● Channels that live stream weekly have seen up to a 40%

increase in new subscriptions and a 70% increase in channel
watch time.

Tech Tentpole
Apple: Live
For the first time, Apple shifted the livestream of their fall
announcement event from Twitter to YouTube after
partnering closely with their SPM and receiving approval
from CEO Tim Cook.
● The livestream had 1.8M peak concurrent viewers and

has earned 11.5M+ views total across live and VOD
(Confidential).
● The livestream also peaked as the #1 video on

YouTube in 52 countries, and the accompanying
Introducing iPhone 11 video peaked at #1 in 31
countries
● Apple invested $2.1M in media, including a masthead

and preroll, to promote the livestream, representing a
strong organic + paid story and partnership between
Sales and the Brands as Creators team
Public Figure /
Brand
Brand
Savage x Fenty
YouTube hosted the exclusive livestream of Rihanna’s Savage x
Fenty presentation at New York Fashion Week 2018 on Rihanna’s
OAC (32 million subscribers).
● Rihanna’s team posted on her Community tab for the first time
leading into the event.
● Strong press coverage across more than 60 outlets reinforced

YouTube as a home for artists and highlighted YouTube in one of
fashion’s most highly anticipated (and celebrated) shows.
● The livestream had 21,000 concurrents and has had over 1.7
million total views

Brand
M&E
Paramount
Paramount partnered with Reddit on a Terminator: Dark Fate
cast live stream during the 2019 Comic Con.
● The live stream had over 27,000 views
● Reddit’s popular “Ask me Anything” format allowed fans to ask

their own questions to the all star cast live, even those not in
attendance.

Tech
Samsung
Samsung launched an Unpacked livestream event on YouTube
showcasing the latest and greatest on their new Galaxy launch.
● Samsung earned 2.3M views and 15M combined watch time on

Live and Video On Demand (VOD).
● 80% of the views were organic and 20% of the traffic came
through their Masthead, with Samsung also partnering with
creators and releasing teaser content to drive traffic.
● Samsung will partner with creators to develop behind the scenes

and recap videos of the experience.

Brand
Non-Profit
Explore.org
EXPLORE is the largest live nature cam network on the planet, and
uses YouTube to bring their global live streams to users everywhere.
● Explore has over 53,000 subscribers and live streams multiple

times a week.
● After working with a YouTube partner manager, Explore.org

implemented best practice recommendations across their nine
channels and has shown ~30% YoY growth in subs, viewership,
and average view duration (+11:00 minutes).

Public Figure
Will Smith
In partnership with YouTube originals, Will Smith live streamed his
bungee jump over the Grand Canyon celebrating his 50th birthday!
● In its first 48 hours, YouTube Original’s broadcast of Will

Smith: The Jump acquired over 17.5 million views, with
nearly 19 million views since posting.
● The recap video of the event also ranked in first place on

the YouTube Trending tab in the United States.
● Creator Partnership: Will Smith partnered with popular

creator Yes Theory and responded to their bungee jump
challenge.

BAAD
Christian Dior
Christian Dior and YouTube partnered to livestream their Spring/Summer
fashion week show in Paris, bringing creators along for the ride to
document it for their fans.
● Creator Collaboration: YouTube and Dior brought together seven

YouTube creators with over 27 million global subscribers to
share their experiences at the Dior show. Dior was thrilled with
these collaborations and have been engaging creators,
streaming their shows and creating ancillary content on their
YouTube channel consistently over the past year
● The livestream received over 66,000 views in total and was also
simulcast by the Merrell Twins & Dulceida, amplifying the impact
and reach.

Fashion /
Public Figure
Alexa Chung
Alexa Chung hosted a livestream called Feeling Sketchy where
she sketched her fans suggestions live. She later turned these
sketches into limited edition ALEXACHUNG shirts.
● Alexa’s team used the Community tab 24 hours before

the livestream to announce the event and asked for
ideas on things to sketch.
● Fans who didn’t catch Feeling Sketchy live were able to

catch up later, earning Alexa a total of 86,000 views.
● Over 6,400 fans voted on Alexa’s community tab for

their favorite sketches.

Community
Tab
Community
Community posts are a new way for brands to engage with fans outside of
posting videos, popular with Artists and Public Figures.
Recommendations:
● Program Strategically: Posts get the most reach when a brand
regularly uploads videos to their channel.
● Be Authentic: Use posts as a way to communicate directly to your
fans. This means asking questions, and responding to, giving hearts,
and liking comments to show you care.
● Use video posts carefully: The YouTube feed's mission is to
distribute the right video to the right user. Posts shouldn't be a way
for you to share new videos; YouTube does that for you! Your posts
will have more success when you’re highlighting catalog content,
posting collaborations that live on another channel, and spotlighting
fan content.

Community Tab allows for engagement outside of videos
TEXT POLLS GIFS VIDEO LINKS

Publisher
Bon Appetit
Bon Appetit has reinvigorated their brand and business from their
YouTube channel and are active Community users, using the tool to
engage with their over 4 million subscribers.
● Sell tickets to upcoming Bon Appetit events and special

merchandise.
● Tease new content to fans.
● Share related content from their Test Kitchen stars, like late
night show appearances and the Epicurious YouTube
channel.

Tech
B&H Photo
B&H Photo & Video relaunched their use of the Community
Tab in August 2019
● B&H committed to community and fan engagement by

including interesting questions, polls, playlist promotions. This
has increased audience responses from 5 to 100+ per post!
● B&H Photo has committed to the use of the Community Tab

biweekly as a vehicle to engage their audience more actively.

Artist
Jennifer Lopez
● Promote new content: J. Lo uses the Community Tab to
promote new videos on her YouTube channel, driving fans to
watch content they may have missed,
● Share relevant information: In addition to promoting videos,

she posts articles of interest about her and her family. (#jrod)
● Engage with fans: Jennifer posts regularly to her Community

tab, providing more opportunities to interact with fans. In
particular, she polled the community for input on future
YouTube video topics, receiving over 1,000 comments!

Stories
On average, Creators that have an active
Story can accelerate their weekly new
8.5% subscriber count by 8.5% (vs. if they did
not have an active Story)
Source: Google Global Data, July 2019

Stories
YouTube Stories allow Creators and brands to easily express
themselves while engaging their audience more casually and
frequently through short mobile videos.
● Start a conversation: Comments on Stories gives your audience a

unique opportunity to engage with your brand and your content in
a familiar experience native to the platform.
● Bring fans on stage: The reply in story feature allows creators to

publicly respond to comments via video; giving you a deeper
connection and fans their magic moment in the spotlight.
● Share more: Stories allow you to showcase the moments outside

your standard uploads and give viewers a backstage pass to your
brand.
Tip: Stories last for 7 days on YouTube vs. 24 hours on other platforms

Creator
Stories: Creator Examples

● Inform your audience: As you engage with Stories, think about
how you want to present this new content to your viewers.
Whether it’s a teaser you include in your regular content, a post on
Community, or a standalone announcement video, it’s important to
explain to your audience what your Stories are all about.
● Consistency is key: Consistency in both content and post

schedule will ensure that viewers know what to expect when
engaging with your stories. FashionbyAlly’s daily series “Outfit of
the Day” is a repeatable format that provides viewers with
consistent, easy to consume, content!
● Promote responsibly: Early feedback from viewers indicates a

desire for content that does more than notify them about the
latest VOD releases. When promoting his releases, RJ Vashishth
adds value by discussing the creative journey behind his newest
video.

Creator
Stories: Creator Examples

● Bring them backstage: For many viewers, the story behind the scenes
can be just as compelling as the final product. Tatva K Entertainment
uses Stories to showcase their music recording process and get the
audience pumped for future releases.
● Share more with your fans: Remember, this is about adding value for
your viewers! Cook With Monika uses Stories to show viewers the
day-to-day meals she enjoys outside of her cooking tutorials.
● Adventure with your audience: Give your audience a vicarious

experience by bringing them along on your greatest adventures. Tim
Schmoyer used Stories to chart his journey to YouTube Space Toronto;
giving his fans a front row seat to a unique experience that they couldn’t
get anywhere else
● Have fun: Stories is all about experimentation and fun. Roomie

uses his musical talents to create fun memes that keep audiences
engaged between his standard uploads!

Brand
Chanel
● Chanel took their audience backstage with Naomi

Campbell and friends at the Fall-Winter 2019 Paris
Fashion Week.
● Chanel used Stories to show a different side of their

polished runway show, proving that intimacy goes a
long way with their fans.

04
Appendix
YouTube

Lean in to YouTube formats

Audience Experience: YouTube Stories
Stories on Story Player

Stories on Home tab Stories on Watch
Subscriptions (with Subscribe button)

05
Think with Google Articles:
● Ebay Classifieds: “How eBay Classifieds Boosts Its
Brand Recognition With Its Own YouTube Series”
● Conrad Electronic: “Content Marketing: How Conrad
Electronic reaches a young, tech-savvy target group
with YouTube”
External ● Derek Blasberg’s “When Brands become Creators”
YouTube
Resources
YouTube Help Pages
● Creator Academy
● YouTube Help Center

INTERNAL RESOURCES
Internal Brands as Creators Resources

● YT Playbook for Brands
05 ● Getting Started on YouTube
● Brands as Creators Group
Internal Fashion & Beauty Resources

● Monthly Newsletter
● Alias
Resources Internal Case Studies
YouTube ● Fashion and Beauty case studies

● Netflix x Kondzilla: Internal only deck with their paid
strategy
Internal Information
● Pet Semetary: The TrueView for Action format featured
a prominent "Remind Me" call out (driving to the watch
page) and delivered a higher CTR than Pet Semetary's
Standard TrueView InStream campaigns.

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Best in class examples

Best in class: 02 Made for YouTube Content

Table of 03 YouTube Products

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

TENTPOLE ORIGINAL SERIES ALWAYS ON

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● YouTube formats: Fenty Beauty leans in to popular

● Original Series: Rihanna, Fenty Beauty founder, posts a

● Fenty Beauty has nearly 600,000 subscribers.

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● Original Series: LEGO has created multiple made for

● YouTube Optimization: LEGO uses channel shelves to

● LEGO has 7.8 million subscribers.

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● Made for YouTube content: Patagonia’s channel is

● Always On: Hub videos proﬁling climbing, skiing,

● Tentpole: Patagonia consistently creates long

● Always On: Tropicana Slim has evergreen content

● Original Series: JANJI is a weekly original series

● Tropicana Slim has 135,000 subscribers.

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● Always On: Videos like Jason Paul freerunning videos

● Tentpole: Red Bull regularly uses Live for extreme

● Made for YouTube Formats: Red Bull is Leaned in to

● Red Bull has over 8.6 million subscribers.

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● YouTube Optimization: The Cubs follow all our best practices

● The Chicago Cubs have over 142,000 subscribers.

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● Original Series: Disney’s As Told by Emoji series,

● Disney has 3.8 million subscribers.

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● Always On: HBO develops behind the scenes,

● Original Series: HBO has several made for

● HBO has 1.7 million subscribers.

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● Made for YouTube formats: The channel is

● YouTube Optimization: The Euphoria channel is

● Results: To drive awareness for the new channel, HBO

● HBO Euphoria has over 225,000 subscribers

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● Always On: Capitalizing on the popularity of

● Original Series: Marvel created the made for

● Marvel Entertainment has more than 13 million

● Community building: They’re active Community users

● Made for YouTube content: Nat Geo has a ton of

● Original Series: Gordon Ramsay: Uncharted is a

● National Geographic has 11 million subscribers.

● Playlist Strategy: Each show has a dedicated

● Original Series: Netﬂix is very leaned in to made

● Netﬂix has over 10 million subscribers!

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● Always On: Monday Night Raw is TV’s

● Community: WWE is active on the Community tab

● WWE has 47 million subscribers.

BEST IN CLASS EXAMPLES | BRANDS AS CREATORS Conﬁdential & proprietary

● REI uploads longer form, made for YouTube

● Always On: REI’s Evergreen content is plentiful,