How YouTube operates
Today’s media landscape is changing—85% of adults ages 18-49 use multiple devices at the same time and two-thirds watch YouTube on a second screen while watching TV at home. What makes YouTube unique is that the platform breaks down the fourth wall and invites viewers to take part in an interactive viewing experience anytime, anywhere, across multiple screens.
Over 400 hours of content are uploaded onto YouTube every minute to educate, entertain, and inspire viewers. YouTube reaches over one billion unique viewers globally who watch over 6 billion hours of YouTube videos each month. These viewers are not just passively watching content, they are engaging in a two-way conversation with a community like them.
YouTube’s engaged audience creates opportunities for creators, brands, and advertisers to get in front of their audience at critical moments in a consumer journey—what we call micro-moments. Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers' expectations are higher than ever. Because users come to YouTube to search for things, creators, brands, and advertisers can win these micro-moments.
Who makes up YouTube?
Viewers, advertisers, creators, and YouTube interact with each to fuel the YouTube ecosystem. Success of one player leads to success of the others in the ecosystem.
Viewers typically come to YouTube to be entertained, learn, and join an interactive community. They make up the diverse audience of YouTube that brands and creators want to reach.
Creators come to YouTube to express themselves, share their creativity, and those with great content and engaged audiences, can build a business with their YouTube channel.
Advertisers look at YouTube as way to reach and target their audiences. Advertisers purchase ads with specific demographics.
Empower YouTube channels
Whether a channel is owned by an individual creator, a company, or a brand, you as a channel manager play a critical role in accelerating channel success. Channel managers serve as YouTube experts, business partners, and creative consultants. It is their responsibility to sustain and grow a channel by assessing goals and current performance, developing content and programming strategies, and implementing best practices to meet the channel’s goals.
In addition to assessing the channel on its own, channel managers consider how the channel contributes to the broader YouTube ecosystem. They evaluate the channel’s role in the ecosystem and how the channel can grow by leveraging other elements in the ecosystem and asking the following questions: Who is consuming the channel’s content? How can the channel keep viewers coming back? How does the channel’s content attract advertisers? How can the channel generate revenue?
These are a few of the many factors that can be evaluated as a channel evolves over time. As a channel’s needs become more complex, it is useful to consider how the channel manager role can scale and evolve from a single individual to a larger team.
Managing a channel is an exciting and unique opportunity that not only impacts a single channel but also influences the greater YouTube ecosystem.