YouTube AOR Response

CURRENT

1

A Solid Base

  • Clear structure, consistent titling and thumbnailing
  • Reasonable content cadence
  • High quality IP
2

Opportunities

  • Majority promotional, quite rigid, content not well designed for YouTube discovery
  • Immediately sign-posting users somewhere else, focus on linear tune-in and Hulu promotion confusing
  • Limited relevance window for content both in time and viewer journey through show

A Strategy to Level Up

Drive further excellence across promotional content while taking FX YouTube to the next level by significantly expanding the Channel with custom content designed for YouTube.

Custom Content Example

Step 1: Research to find popular theme based on IP

Our teams will know the IP inside out and constantly be researching and looking for ideas that will resonate with the audience. For example, in this case initial POSE research shows:

"Pose FX" search on YouTube

Most viewed with 2M views- Elektra Reading A Transphobe For Filth - Full Scene | Pose by Netflix UK & Ireland

Pose FX Instagram Feed

3rd most commented post in previous year – Image of same Elektra reading scene

“Pose FX” Search on TikTok

Half of top 10 viewed videos relating to reading & sass with combined engagement of 688k

Step 2: Brainstorm Hooks and Titles

Once we've established a theme, a range of hooks and titles are developed for consideration:

Elektra’s Best Reads

Top 10 Reading Showdowns

4 Minutes of the Pose Cast Serving Savage Reads

Step 3: Select and Create

FX selects a concept to go forward to production - for the purposes of this example we've selected "4 Minutes of the POSE Cast Serving Savage Reads". This is developed, with review, amends and updates as required.

...

Step 4: Optimize

Once the core video is produced, careful consideration is given to optimizing for distribution on YouTube, including Thumbnailing, Title, Metadata and Programming.

Develop Title Card

Develop End Card

APPLIED

If we apply this strategy at scale across the FX YouTube Channel, then we will drive up our KPIs - increasing watch time, subscribers and engagement. Here's a comp to give a flavor of what this would feel like, noting:

  • Use Channel Header to merchandise biggest new releases.
  • Channel Trailer more focused on demonstrating value here on YouTube.
  • Custom Content based on YouTube best practice while retaining brand quality. Clear hooks, less rigid, more relevant to fans, more evergreen.
  • Custom Content from Footage, Talent and Influencers.
  • Promotional Content still an important component.
  • YouTube only Shows.

SAMPLE WORK

View a range of our previous work across different categories here: