Podcasting on YouTube
CONFIDENTIAL & PROPRIETARY
Note: These best practices are tips to guide you that we have gathered from what
has worked previously on the platform, but they are not a guarantee for success.
3
CONFIDENTIAL & PROPRIETARY
Channel Strategy
Channel
Management
Common
Questions
CONFIDENTIAL & PROPRIETARY
CHANNEL STRATEGY
Channel Management
5
CONFIDENTIAL & PROPRIETARY
PODCASTING | CHANNEL STRATEGY
Think about your mission on YouTube.
What is your goal for podcasting on YouTube? Are you seeking
incremental audience from other platforms? Is this a new format
you’ve been wanting to experiment with? After these questions,
consider:
● Who is your “ideal viewer”? (e.g. age, demographic, lifestyle)
● What do you want your audience to get from your content? (e.g.
general knowledge, entertainment, understanding of current
events)
● What value can you uniquely offer?
● For inspiration, check out this channel trailer that breaks down the
“why?” in compelling fashion.
CHANNEL MANAGEMENT
Find Your “Why”
6
CONFIDENTIAL & PROPRIETARY
A channel banner can highlight your credentials,
preview your content’s style and tone, share your
social links, and inform viewers of when you’ll be
posting content.
1
A channel avatar is a signature image or logo that
represents your channel and will be visible when
leaving comments, community posts, or live chats
(among other things).
Your channel trailer is a short video displayed on
your channel page to unsubscribed viewers. You
can use this to give a sense of the style, flow, and
feel of the content they will see on your channel.
Playlist shelves organize your content, giving
viewers a direct source to playlists featuring
content organized by theme or format.
2
3
4
PODCASTING | CHANNEL STRATEGY
TIP: For established Podcasts - use your current branding and imagery here
to make it easy for audiences to recognize this as your official channel!
CHANNEL MANAGEMENT
Think About Branding
7
CONFIDENTIAL & PROPRIETARY
Playlists are one of the most effective tools for podcasting successfully
on YouTube. Here’s why:
● Playback., this will help audiences more easily start listening to your
podcast and not have to worry about manually choosing the next episode.
TIP: Have each of your full shows organized into show-specific playlists.
● Discovery. Have each of your shows organized into show-specific playlists,
this makes it easier to add the show to your channel homepage & will help
audiences find your shows via the playlist title as well as the video title.
TIP: Use clear naming with your podcast show name and full episodes in your
playlist titles.
● Organization. Leverage playlists to create the best experience for your
audience.
TIP: Keep full show playlists and clip playlists separate, to avoid confusion with
your audience and help them easily navigate to the most recent episode. Be
sure to keep playlists updated regularly!
● Promotion. Playlists also make it easier to promote your show in end cards
at the end of your clips, share within community posts, and post on your
social media channels!
PODCASTING | CHANNEL STRATEGY
CHANNEL MANAGEMENT
Playlists & Podcasts
CONFIDENTIAL & PROPRIETARY
CHANNEL STRATEGY
Common Questions
9
CONFIDENTIAL & PROPRIETARY
PODCASTING | CHANNEL STRATEGY
Podcast on an existing channel
● Your podcast is new, or relatively new and doesn’t have
an established audience.
● Your podcast audience and current channel audience
are similar.
● The podcast is viewed as an additional piece or
extension of your channel content strategy, i.e. a new
piece of weekly, recurring content.
● Podcasts are similar to your channel’s current format
& style.
Podcast on a new channel
● Your podcast has an established audience that would
actively seek it out.
● Your podcast audience and your existing channel
audience are different.
● Your current channel is filled with content and a
podcast is seen as potentially too weighty for your
current audience or is dissimilar to your current
channel’s usual content style/format.
● Your existing podcast is struggling to reach a
consistent audience on your channel after a period of
time and the data suggests that your current channel
audience is different or uninterested in this format.
COMMON QUESTIONS
Podcast On An Existing Channel Or A New Channel?
10
CONFIDENTIAL & PROPRIETARY
PODCASTING | CHANNEL STRATEGY
One podcast channel: Full podcasts & clips.
● Because...you want to drive easier promotional synergy
via a single channel, clips are more selected and
targeted at reaching new audiences with a goal of
pushing audiences to the full show.
● Because...one channel enables you to post updates to
one unified audience more easily across full shows
& clips.
● Because...full shows are packaged in a serial manner,
clips are packaged in a topical/SEO manner enabling
different discovery methods.
Two channels: One for full podcasts,
one for podcast clips.
● Because….the production style on your full show and
clips is divergent - such as your full show is just the
hosts on camera, but in your clips you spice it up with
b-roll for casual audiences.
● Because...you believe that there are discreet audiences
that would consume your full show versus clips and thus
separate channels can better meet the needs of those
audiences.
COMMON QUESTIONS
Separate Channels For Full Podcast And Clips?
11
CONFIDENTIAL & PROPRIETARY
PODCASTING | CHANNEL STRATEGY
COMMON QUESTIONS
Considerations For Multiple Channels
Reasons TO HAVE Multiple Channels
● Multiple brands with established audiences.
● Content voice/style is different - targets different
audiences (e.g. serious vs. humorous, adult vs. youth,
etc.) or are divergent formats (e.g. action based vs.
conversational based)
● To avoid oversaturation due to a heavy content load.
This works better if the content has distinguishable
categories to divide by, otherwise you may be splitting an
audience.
Reasons NOT TO HAVE Multiple Channels
● Much more work!
○ Harder to maintain two different but potentially
related channels.
○ Have to produce more content to keep both channels
consistently fresh & relevant for audiences.
○ Harder to differentiate two channels from the same
creative mind, may cause confusion for you and your
audience.
● You could end up splitting your audience between
two channels.
12
CONFIDENTIAL & PROPRIETARY
PODCASTING | CHANNEL STRATEGY
COMMON QUESTIONS
Multiple Channels: Strategy Considerations
Strategy For Multiple Channels
● Craft a unique voice and purpose for each channel.
● Channels should be identifiable not indistinguishable.
● Different content for different audiences - have a
purpose in mind.
● Use similar, but distinguishable styles for packaging &
titles to link the overarching brand together while also
differentiating content.
Promote New “Secondary” Channels
● Utilize channel end screens to promote channel &
subscription.
● If launching a new series - consider programming a
teaser or first episode on an established channel to
promote newer channel.
● Link to each channel in video descriptions.
● Verbally promote new channel & mission on
established channel.
● Share videos from your new channel via the
Community Tab to promote content to your established
channel.
13
CONFIDENTIAL & PROPRIETARY
Content Strategy
Planning
PromotionPublishingPackaging
CONFIDENTIAL & PROPRIETARY
CONTENT STRATEGY
Planning
15
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
Community Guidelines
Our Community Guidelines define what
we do and don’t allow on YouTube. They
exist so that we can protect the
community from things such as harmful
content, harassment, and spam. They
apply to everyone, and to all types of
content on YouTube - such as videos,
comments, links, and thumbnails.
LEARN MORE >
VIEW POLICIES
Copyright
We have developed a set of resources to
help Creators understand copyright,
protect their own copyrighted content, and
avoid violating copyright laws.
LEARN MORE >
Monetization Policies
The YouTube Partner Program empowers
Creators to make money through their
channels. To become a YouTube Partner,
Creators must follow our monetization
policies. These policies are intended to
reward Creators who contribute positively
to the community with original content.
Eligible Creators who want to monetize
their content by running advertisements
need to follow our Advertiser-Friendly
Content Guidelines in addition to our
broader Monetization Policies.
LEARN MORE >
Legal Removals
Since YouTube is available across the
world, we have processes in place to
comply with local law.
LEARN MORE >
PLANNING
Be Familiar With YouTube’s Policies
16
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
Unsure about what topics to cover in your content?
Here are some ways you can use data from your audience,
and from Internet users generally, to help guide your
decisions and title creation for your uploads.
● YouTube Analytics. Within YouTube Studio, take a look at
Traffic Sources > YouTube Search. There, you’ll find what
terms viewers are using to find you.
● Google Trends. Google Trends allows you to track the
popularity of various search terms by time period and
geography, and see related searches. Consider searching for
your name, topics related to your policy, or government
institutions and then reviewing related searches for
additional insight into future video ideas.
PLANNING
Research Ideas via Google Trends
& YouTube Analytics
17
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
The data available in Traffic Sources breaks out the
individual locations wherein your content is surfaced to
viewers. Use this information to help in future planning, but
digging into the methods in which viewers are finding your
current content. Here are the major ones to know.
● Suggested videos are shown to viewers on the right side of the
watch page under ‘Up next,’ below the video on the mobile app, and
as the next video in autoplay.
● Browse features refers to traffic generated by the home, trending,
and subscriptions feeds.
● YouTube Search looks at the search queries that directed viewers
to your content.
● Notifications are alerts sent when a new video is made public. They
can be sent via mobile push alerts or emails.
● Learn more about advanced YouTube
Analytics here.
PLANNING
Consider How Audiences Find Your Content (Traffic Sources)
CONFIDENTIAL & PROPRIETARY
CONTENT STRATEGY
Packaging
19
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
Titles and thumbnails can make a big difference in a viewer’s
decision to watch your video, especially when they work together.
Let’s take a look at some best practices.
● Be accurate. Make sure your title & thumbnail combination is a true
representation of the video.
● Be concise. Try keeping titles under 70 characters and focusing on the
most important words/ideas at the front.
● Be searchable. Whenever possible, include search-friendly keywords in
your title, such as your podcast show name.
● Be engaging. Use the combination of your titles and your thumbnail to
create an engaging tease of the content. For personality-rooted
podcasts, featuring your face in the thumbnail can help this as well.
● Be consistent. For full show uploads, use the same title that you use
across other podcast platforms on YouTube as well. This helps users
know if they’ve consumed the show elsewhere and affirms it as the
official podcast.
PACKAGING
Create Effective Titles & Thumbnails
20
CONFIDENTIAL & PROPRIETARY
20
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
TIMECODE
OVERLAY
16:9 aspect ratio // 1280 x 720px // file size less than 2MB
Tips for main image:
1. Accurately
represent
content
2. Be bright
3. High contrast
4. Clear at all sizes
Branding should
ideally be situated
in corners.
PACKAGING
Considerations for Building Thumbnails
21
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
PACKAGING
Follow Keyword Choices & Trends
Google trends can help you with:
● Which keywords are most popular.
● Where keywords are popular.
● How keyword interest is trending over time.
● How trends differ across Web, News, or YouTube search.
Consider carefully the terms you use for the audience you
want to reach & the timing of your uploads.
22
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
Thumbnails trends: Themed to the episode’s broad focus or using a
recurring image updated with the episode number to highlight
newness. Feature your host’s/talent’s face in the thumbnail to help
increase effectiveness!
Title trends: The podcast show title. Usually an episode number.
Sometimes a broad topic for the particular episode.
TIPS:
● Be consistent with the use of your show name in all of your full episode titles. It
can be easy to just use the same title that you use across platforms, but you may
find that optimizing your titles for search will be the most beneficial to growing
your audience.
● Think of recurring themes that you can implement in both the thumbnail and title
to help audiences more readily identify your full podcasts on their YouTube
Homepage. Additionally, make sure you always update your full episode, show
specific playlist each time you upload a new episode!
● If audio-only, consider how you can ensure audiences are aware that the
experience is audio-only. Some partners use a speaker emoji in the thumbnail or
title. Others will just write audio or sound only in the title either as another method
of awareness.
PACKAGING
Full Podcasts
23
CONFIDENTIAL & PROPRIETARY
PODCASTING | PACKAGING
Chapters is a great tool to help users navigate long-form content to
find the topics they want. Chapters are easy to add, simply type in the
time for each segment using a standard 00:00 format within your
video description. Chapters can be a great way to provide users the
experience of consuming specific topics (similar to clips), but also
funnels more of your audience to your full episode content.
● Requirements:
○ To opt into video chapters, make sure that the first timestamp you list starts
with 00:00.
○ Your video should have at least three timestamps listed in ascending order.
○ The minimum length for video chapters is 10 seconds.
● This allows fans who watch full shows to jump to the moments they want and
can help increase audience retention on your long-form content.
● Learn more here about creating chapters with timecodes.
PACKAGING
Chapters
24
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
Thumbnails trends: Focused on specific topic. Styled more in general
YouTube style versus serialized. Feature your face in the thumbnail as
well to increase effectiveness as well.
Title trends: Engaging titles, but not clickbait, that focus on the
specific topics or personalities that comprise the focus of the clip.
Consider featuring the title of the podcast show later in the title field
as well.
TIPS:
● Treat your clip packaging more like any other upload that you’re selling your
audience on.
● Consider how clips can also meet the needs of your audience that may want to
consume your show, but have limited time to do so.
● Focus your packaging around search and discovery.
● Separate clips from your full shows, don’t place them in the same playlist as this
can cause confusion among your audience.
PACKAGING
Podcast Clips
CONFIDENTIAL & PROPRIETARY
CONTENT STRATEGY
Publishing
26
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
You want to set expectations for your audience, so it’s
crucial that you reliably express them either through your
channel banner or a consistent publishing cadence.
Stick to a consistent release schedule and communicate
content breaks in advance.
● Consistency doesn’t equal volume. It’s far less important
that you post frequently than it is that you post on a reliable
schedule.
● Keep your content manageable. High production videos are
great, but can be very difficult to sustain. Find a balance
between content quantity and quality that you can maintain
over the long term.
PUBLISHING
Be Consistent
27
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
Live When to use:
● For videos in which you want to have an active engagement with your
audience that directs what you are doing in the video.
● When you want to provide an update in real time on a topic or issue to
your audience.
Premieres Publish a pre-recorded video that upon publishing
streams like a live video. When to use:
● On broad-reach, pre-recorded videos. A Premiere will let you
simulate a 'live moment' where your audience members are watching the
video all at the same time, with a live chat
experience alongside it for interaction (if enabled).
● Be choosey for Premieres. Use it on videos where you want
to create a special moment for your community.
Live chat moderation: YouTube provides a variety of tools
you can use to moderate live chat.
PUBLISHING
Live vs. Premieres
28
CONFIDENTIAL & PROPRIETARY
28
CONFIDENTIAL & PROPRIETARY
Impressions highlight how many times your video
thumbnails are shown on YouTube.
Click-through-rate shows you what percentage of your
impressions on YouTube turned into views.
Views - we want to make sure that videos are viewed by
actual humans and not computer programs. This is why
your public and internal facing view counts can be delayed
as our systems verify the legitimacy of the views.
Traffic Sources give you a sense of how viewers are
discovering your content.
Watch time refers to the amount of time that viewers have
spent watching your content and gives you a sense of what
is actually being watched (as opposed to clicked on and
then abandoned).
1
2
3
4
*Learn more about using YouTube Analytics here.
5
PODCASTING | CONTENT STRATEGY
PUBLISHING
Understand Your
Content Performance
29
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
In YouTube Studio, you can uncover helpful information about
your audience via the Audience tab. Here are a few helpful items
you can find there:
● New and returning viewers - You can use the returning & new viewers
metric to plan content strategy for your channel. For example, you can build
loyalty by creating consistent content or you can experiment with new
topics to attract new viewers.
● When your viewers are on YouTube - This report shows you when your
viewers are online across all of YouTube in the last 28 days. You can use it
to help build your community, understand when to schedule a Premiere, or
to plan your next live stream.
● Other videos your audience watched - This report shows you what other
videos your viewers watched outside your channel over the past 7 days. You
can use it to find topics for new videos and titles. You can also use the info
for thumbnail ideas and collaboration opportunities.
These are just a few areas you can find covered in the Audience tab within
YouTube Studio.
PUBLISHING
Understand Your Audience via Analytics
CONFIDENTIAL & PROPRIETARY
CONTENT STRATEGY
Promotion
31
CONFIDENTIAL & PROPRIETARY
31
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
Consider leveraging your social media handles and different YouTube
features to further promote yourself and new content.
● Leverage your social presence: Lean into promotional features on platforms
like Snapchat and Instagram such as“swipe up” to help promote your content
to your already existing social audience.
● Strategize across YouTube products: Consider how you would leverage and
create content to drive viewership to your uploads across YouTube Stories &
Community. Strategize which uploads are worthy of being a Premiere or Live.
● Calls to action are key: While promotional clips or trailers of your YouTube
content can be effective, posting videos where you speak directly to your
audience is one of the best ways to motivate them to check out new content.
PROMOTION
Cross Promotion Strategies
32
CONFIDENTIAL & PROPRIETARY
Create Shorts from your full episodes &
provide Shorts audiences with a one-click
journey to your full episode.
We’ve recently launched a new feature that
makes it easier for channels to clip their
videos into a Short and attribute their original
video.
This feature is only available to the owner of
the content and allows you to seamlessly edit
your videos into Shorts within YouTube while
crediting & linking to your original video.
This helps to ensure viewers are able to easily
find and watch the source!
PROMOTION
Shorts
33
CONFIDENTIAL & PROPRIETARY
33
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
YouTube Stories is a light touch, low effort place to communicate with
your audience. Here are some ways you can leverage Stories to build your
audience:
● Experiment with new ideas. If you’re looking for a different way to test new
ideas that you have without having to fully produce a new upload, consider
doing a light-touch version of your idea via Stories for a few weeks and ask
your audience what they think! This can help you pre-build an audience for a
new series before you go all in.
● Provide a behind-the-scenes peek. When creating content, consider how you
can capture content for your story to engage fans in the lead up to publish
day. It’s an easy way to promote your clips while connecting with your
audience in this intimate manner.
● Communicate with your audience. A final way to engage and promote
content can be through replying your audiences comments by providing more
context and showing your audience you care about what they have to say to
your content.
PROMOTION
Stories
34
CONFIDENTIAL & PROPRIETARY
34
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
The Community Tab is another low effort method to communicate and
engage with your audience. Here are some popular formats to consider
for your Community Tab posts:
● GIFs. Use GIFs as part of your Community posts to excite, engage, and humor
(if you want) your audience. Often the most engaged with posts on
Community are ones that contain a GIF!
● Polls. Polls can be a great way to understand your audience, use them to ask
your audience about potential video topics.
● Videos. While promotional clips or trailers of your YouTube content can be
effective, posting videos where you speak directly to your audience is one of
the best ways to motivate them to check out new content.
PROMOTION
Community
35
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT STRATEGY
End screens give you the opportunity to extend watch time on your
channel by directing viewers to up to four different elements during
the last 20 seconds of your video. This can be an effective way to
leverage your podcast clips to drive viewers to other clips or the full
podcast!
● Maximize impact. End screens can be paired with an in-video “end card”
that visually houses links and features a call-to-action directing viewers to
additional videos and to “like, share, and subscribe.”
● Use YouTube cards. Cards are notifications that appear in the top right
corner of your videos. Try pairing cards with relevant moments in your
video.
● Choose wisely. End screens are most successful when they give your
viewers something relevant to watch. Consider using them to drive traffic
between episodes of your formats or series.
PROMOTION
Use Related Uploads to Give
Viewers Somewhere to Go
36
CONFIDENTIAL & PROPRIETARY
Content Creation
Audio vs. Video
Hone in on
the Basics
How to Stand Out
Formats
CONFIDENTIAL & PROPRIETARY
CONTENT CREATION
Audio vs. Video
38
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
2x
More views for videos with the word “podcast” in the
title and 15 minutes in length featured hosts on video
compared to those that used a static visualization.
80%
Of the top watched videos with the word “podcast” in the
title and 15 minutes in length feature hosts on video.
Source: Google data, U.S., Jan 2020 - June 2021. Based on the top 10% of videos by watch time with “podcast” in their title. Classification
as podcast videos was based on public data such as headlines. As such, it may not account for every such video available on YouTube.
AUDIO VS. VIDEO
YouTube Audiences Show A Preference For Video Podcasts Over
Audio Podcasts
*
39
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
AUDIO VS. VIDEO
Audio-first Or Video-first Production?
Audio-first production
● Your resources are limited.
● You are just seeking awareness or incremental reach via
YouTube at this time.
● Your podcast adheres to timely needs and without
resourcing to build a studio, video would impede your
time to publish.
Video-first production
● It fits in more natively to YouTube and thus can
potentially perform better than an audio-first version on
YouTube.
● Adds value:
○ Your audiences can’t find your video podcasts elsewhere.
○ Allows more intimacy as audiences get to know your hosts
better through visual means.
○ Added benefits of body language & lip reading for
communication purposes. Which can heighten
accessibility.
○ Gives the opportunity to leverage broll and other visual
elements for storytelling when desired.
40
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
AUDIO VS. VIDEO
Video Podcast - Quality?
If I do a video podcast, won’t I need to
produce it with the traditional video
production bells and whistles
(graphics, broll, makeup, etc.)
in order for it to succeed?
Not necessarily! Podcasts, by nature,
are more casual in nature and tone than
other pieces of content.
Many of the most successful podcasts on YouTube today
feature simple camera cutting between talent. Take a look
at other podcasts on the platform to get a sense of what
audiences may expect from yours.
41
CONFIDENTIAL & PROPRIETARY
Bloomberg has taken an audio-first approach to podcasts on YouTube. Instead
of offering video of hosts or broll, they feature an image and a waveform graph
as the only visual with the podcast. Yet, through June 2020 they had over 500k
views across their shows.
■ Clips can help drive discovery. Bloomberg uses a method of posting short
segments from the podcast to enhance discovery and give audiences a tease of
the content with the purpose of driving audiences into the full podcasts.
■ Substance over style for visuals. Audiences were more interested in visual
accompaniments to their audio experience when it was additive compared to
superfluous or distracting.
■ SEO & descriptions are key. Using informative and SEO-focused titles, Bloomberg
elevates the discovery of their podcasts on YouTube, the world’s second-largest
search platform.
■ Playlists are a great way to share and organize podcasts. Bloomberg also uses a
variety of podcast playlist organization methods to help viewers discover more
podcast content and even by sharing podcast content in playlists across various
channels.
■ Use YouTube’s chapter tool to help audiences find specific topics. With
YouTube’s new chapter tool, channels can help audiences quickly find the content
they seek by adding timecodes into their description which automatically tags the
video with chapters.
AUDIO VS. VIDEO: AUDIO PODCAST
Bloomberg
PODCASTING | CONTENT CREATION
42
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
FiveThirtyEight leaned into video podcasts on YouTube heading
into the 2020 U.S. presidential election and saw their podcast
content account for 30% of their channel views and drove over
50% of their channel subscribers in 2020.
● Timeliness is important. Ensure that your podcasts achieve the goal of
consistency of upload - so audiences know when they can get the latest
episode - but also consider timeliness around trending news stories, as
you’ll want to tie into the traffic around big moments.
● Editorial quality matters more than video quality. FiveThirtyEight employs a
simple style that cuts between a visual of all the hosts, for facial reactions,
to solo shots when one person enters into a monologue. In addition,
FiveThirtyEight occasionally sprinkles in photos for topical context and
color. At the end of the day, audiences are there for the discussion.
● Tease the video podcast through the audio podcast. Finally, promote the
availability of the video podcast within the podcast itself. This ensures that
audiences across platforms who would be interested in this more intimate
form of content know it exists (and where to find it)!
AUDIO VS. VIDEO: VIDEO PODCAST
FiveThirtyEight
43
CONFIDENTIAL & PROPRIETARY
43
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Generally, video podcasts have been relatively simple
in their execution.
Simple camera setup in one location (see top example).
● Wide shot for the hosts.
● Single shot for each individual host when speaking.
Video setup for remote production (see bottom example).
● Establishing shot of all hosts in “video conference”.
● Single cameras for each individual host when speaking.
Graphic usage?
● Often none.
● If present, simple name fonts or something to further brand the show
identity.
AUDIO VS. VIDEO
Common Video Podcast
Production Styles On YouTube
46
CONFIDENTIAL & PROPRIETARY
46
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
✓
X
Generally, audiences on YouTube connect more with a person than
with a brand or company.
● Through some A/B tests, we’ve seen that a human face is one of the
more powerful “signs” you can start a story with.
● Having a person at the center of your content can create deeper
connections between the audience and the content.
● Consider how in particular, podcasts often revolve around a specific
personality(ies) and how featuring them, can help further develop a
connection between your content and its audience.
AUDIO VS. VIDEO
Connect With Your Audience
By Featuring A Face
47
CONFIDENTIAL & PROPRIETARY
47
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
How you frame your host(s) in production can also impact the sense of
connection formed with the audience.
● A direct, front-facing camera framing can give the audience a sense of being
part of the conversation.
● Whereas a side or angled view, can make the audience can feel more like they
are “watching” a conversation.
● Consider which framing may work best for your audience based on if your format
is solo/monologue, co-hosted, or interview/panel style production.
● Also, take note of the tight framing in the top example, this is not an overly wide
shot, but a close up that works well with a mobile-first world.
● Learn more about framing here.
AUDIO VS. VIDEO
Consider How Framing Can Affect The
Audience’s Perspective And Connection
CONFIDENTIAL & PROPRIETARY
CONTENT CREATION
Formats
49
CONFIDENTIAL & PROPRIETARY
49
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Especially early in your YouTube journey, consider leaning into existing formats that online audiences already know.
Below are a few of the popular formats that may suit your YouTube mission.
FICTIONAL STORYTELLING REACTION EVENT LIVE
NON-FICTIONAL STORYTELLING INTERVIEW WATCH ALONG Q&A
FORMATS
Learn the Format(s)
50
CONFIDENTIAL & PROPRIETARY
50
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Hero Content
Highly produced videos or
collaborations with YouTube
Creators and other public figures.
HUB
HELP
HERO
~Monthly
~Weekly
Evergreen, Less Frequent
HERO
HERO
HUB HUB HUB
Hero Content
Regularly scheduled episodic
formats and Live streams that make
viewers come back & subscribe.
Hero Content
Evergreen content aimed at answering
FAQs, explaining ideas, or diving into
topics that hold resonance over time.
51
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Frequency: Rare. Usually built around a major event, moment,
personality or idea.
Content: Mass appeal videos that lean into increased interest in the general
public at a particular time.
Audience: Hero Content attempts to cast as wide a net as possible and be
accessible to viewers who may be unfamiliar with your channel.
Goal: Provide a moment of significant visibility for your content, converting a
large amount of casual viewers into long-term subscribers.
TIPS:
● Use YouTube Premieres, Stories, and Community to build hype and awareness.
● Collaborations can drive viewership. It’s important to optimize the video title, but
also promote through other social media.
FORMATS
HERO Content
52
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Frequency: Your regular chosen cadence. Think of Hub Content as your
channel’s “bread and butter.”
Content: Sustainable, targeted content that appeals directly to your
subscribers’ tastes and expectations. (Lean into your formats!)
Audience: Your existing subscriber base, plus those viewers who’ve been
watching but haven’t subscribed.
Goal: Keep your audience coming back with steady, consistent content that
appeals to their expectations and desires. Secondarily, provide a bank of
content for new viewers to explore after subscribing.
TIPS:
● Schedule weekly episode uploads on a fixed day of the week and time of day to
encourage consistent viewership.
● Use consistent packaging & titling to help audiences recognize the latest upload
within the series.
● Share this schedule within your hub content uploads to ensure audiences are
aware of when to come back for more.
FORMATS
HUB Content
53
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Frequency: More often than Hero, but less than Hub.
Content: Evergreen uploads, often based on topics or persons or stories that
holds audience interests over a longer period of time.
Audience: Broad and targeted appeal, typically this type of content can appeal
to more casual viewers who do not normally engage with your channel.
Goal: Provide evergreen videos that continuously gain viewership and convert
subscribers at a steady rate.
TIP:
● “Help” content doesn’t mean the content is helpful, in a traditional sense, think of help
content as content that has a longer shelf life, content viewers may be willing to
watch 6 months to a year later with little loss of interest or context.
FORMATS
HELP Content
CONFIDENTIAL & PROPRIETARY
CONTENT CREATION
How to Stand Out
55
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
One of the most effective ways to stand out among your peers is to lean
in to your specialty, your personality, or other areas in which you can
provide a unique perspective to showcase what makes your channel
unique.
● Specialty. One of the easy ways to lean in on your uniqueness is through
your specialty. A specialty can be anything that provides you a unique point
of view on a popular topic. That way when you comment on that topic, you’re
providing something additive to the conversation that can help compel
viewers to consume your content.
● Personality. Another way to stand apart from your peers is via your
personality, this can come through in particular through shoulder content
offerings these channels may offer, if they’re comedic in nature or
productivity focused, using your skills and interests outside of your standard
podcast focus can help you grow an audience most effectively.
HOW TO STAND OUT
Focus on Your Uniqueness
56
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Many YouTube channels will supplement their main content with shoulder
content to great success. This is a great way to showcase not only your
personality, but to experiment with new ideas and concepts. Here are some
ideas to help you get started.
● Animation. One way to stand out from your peers is to take excerpts from
your podcast and leverage animation to tell the story in a more unique
fashion. This can be a great way to capture new audiences and showcase
the content within your full podcast show.
● Made for YouTube. Consider this a catch all for experimenting with content
outside your standard podcast. Some podcast-first channels, have created
other content formats common on YouTube - like explainers, challenges, etc.
- to provide shorter-form or different audience-targeted content to broaden
their audience base. This content can be used to build up your personality
and funnel viewers back towards your podcast show.
HOW TO STAND OUT
Shoulder Content
57
CONFIDENTIAL & PROPRIETARY
57
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
As you think about if and how your YouTube presence will interact with
viewers, keep the following in mind.
● Engage while live. Consider turning on Super Chat or engaging with your
audience, especially while live. This can help you not only raise additional
funds, but help you connect deeper with your audience.
● Cultivate community. Outside of Comments, features like Stories and
Community are a great way to maintain consistent, lightweight engagement.
● Be active in the comments. Use pins to start conversations with your
audience on your uploads and also reward good commentators with a
thumbs up!
● Leverage YouTube’s tools to help you manage comments & live chat to keep
the conversation more focused and clean of spam.
HOW TO STAND OUT
Curate a Conversation
CONFIDENTIAL & PROPRIETARY
CONTENT CREATION
Hone in on the Basics
59
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Good production design includes:
● Bright Colors (and good lighting)
● High Contrast
● Depth of Field
● Interesting visuals
You’ll probably be using the same set again and again, so make it
interesting and versatile. Additionally, creators often use interesting
visuals for their direct-to-camera intros, with wide shots, and
close-ups of their guests.
The equipment you use - and the quality of the video captured by the
equipment - can have an impact on the audience’s response to your
video uploads. Go here to learn more.
Ask your partner manager if you would like to discuss potential
production agencies that you could consult with.
HONE IN ON THE BASICS
Video Production
60
CONFIDENTIAL & PROPRIETARY
Looking for an overview of making YouTube content?
Check out the “Production Skills: From Ideas to Video” playlist,
brought to you by YouTube Creator Academy.
PODCASTING | CONTENT CREATION
Good sound can significantly impact how viewers experience your
video. Audiences are typically more forgiving of camera and lighting
mistakes than they are of poor audio. Let’s look at how to avoid
sound missteps.
● Keep audio in mind when choosing locations. Consider how ambient
noise or the acoustics in a room (such as an echo) can negatively
impact your audio capture.
● Use external microphones. While something as simple as a smartphone
can film incredible video, you’ll want to use external (not in-camera)
microphones to record audio of the same quality.
● To help you get started, this Creator Academy video explains the basics
of creating a fantastic audio and video experience.
HONE IN ON THE BASICS
Capture Good Audio
61
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Subtitles, captions and transcripts allow you to share your videos with a
larger audience, including deaf or hard-of-hearing viewers and viewers who
speak another language. On average, videos that are captioned see an
increase in watch time compared to videos that don’t have captions.
There are a few methods for adding captions that can take place during or after
the upload process:
● Caption files, which are defined as files that contain not only the text of what is
said, but also the timestamp information. Learn more about which caption file
types are accepted here.
● Transcripts can be uploaded and are automatically synchronized with your video
as long as the language is supported. Learn more about transcript files here.
● Manual entry can also be done within YouTube Studio.
● YouTube auto captions - if you lean on YouTube's auto captions, we recommend
that you review and edit any errors that may occur in the automated process.
You can do that within YouTube Studio after upload and processing, which can
vary from video to video.
More information on captions can be found here.
HONE IN ON THE BASICS
Captions and Transcripts
NEW SLIDE
62
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Audiences want to see the real you.
● Personal content is best. Distance and mystique are not your friends
here. Don’t be afraid to talk directly to your audience.
● Imperfections are your friend. While it may seem counterintuitive, don’t
be afraid to keep your videos rough around the edges. This is especially
true with podcasts, where tangential conversations may be what your
audience finds the most interesting.
● Be open to conversing with your audience through live streams and in
comments to deepen the communal connection.
HONE IN ON THE BASICS
Be Accessible
63
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Creating videos takes time and resources, so it’s always smart to
try to maximize the output of your production days.
● Batch shoot. Whenever possible, get multiple videos out of each shoot
you do. For instance, if you’re interviewing experts within your
organization, is it possible to schedule two or more in the same day?
● Think flexibly with your footage. Be creative with the extra footage you
may capture at different events you go to and consider how that can be
packaged to give you more content to share.
HONE IN ON THE BASICS
Create in Bulk
64
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
YouTube is a great place to test out new pieces of
content and to find what works for you. Here is a
framework to get you started in your content and
publishing experiments.
1. Think sustainably
2. Scout YouTube
3. Be Authentic
4. Test
5. Iterate
6. Final iteration
7. Repeat
HONE IN ON THE BASICS
Experiment on YouTube
65
CONFIDENTIAL & PROPRIETARY
65
CONFIDENTIAL & PROPRIETARY
PODCASTING | CONTENT CREATION
Original production (traditional style)
First iteration
Final iteration (digital style)
These graphs show the evolution of a content
series over a few years. Using these audience
retention graphs, the team was able to iterate on
production of the series leading to vast
performance improvements:
25% increase in audience retention per upload.
8x increase in views per upload.
7x increase in watchtime hours per upload.
HONE IN ON THE BASICS
Experiment on YouTube: Audience Retention
CONFIDENTIAL & PROPRIETARY
Appendix
67
CONFIDENTIAL & PROPRIETARY
REACH: CASE STUDY
I AM ATHLETE Season 2
PODCASTING | WHY YOUTUBE
I AM ATHLETE is a weekly unscripted and uncensored discussion
hosted by former NFL players Brandon Marshall, Chad Johnson,
Fred Taylor and Channing Crowder. From an athlete's point of view,
the crew tackles important and controversial topics around sports,
culture, and society. Listen, laugh and learn with the guys as they
don't hold back expressing their opinions and sharing
never-heard-before experiences on and off the field.
YouTube channel started April 13, 2020.
50M+
Total channel views on YouTube
1
970k
Average views per episode of
I AM ATHLETE season 2 on YouTube
1
1. As of 7/25/21
