The Ultimate YouTube Strategy for Brands Hero, Hub, Hygiene

1. Hero, Hub, Hygiene
The Ultimate YouTube Strategy for Brands

2. CREATE A COMMUNITY
Within YouTube cultivating a community of subscribers is the best way to drive earned
viewership, brand loyalty and engagement.
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• YouTube subscribers drive 20X engagement over Facebook likes for brands
• Subscribers watch 2X content over non-subscribers
• Daily channel subscriptions has increased 4X since last year

3. IT’S NOT JUST ABOUT THE VIRAL VIDEO

4. HERO, HUB, HYGIENE YOUTUBE CONTENT STRATEGY
Brands have adopted ‘always on’ and
consistent content creation with
Facebook and Twitter … why not YouTube?
!
Consistent content creation will reward
subscribers and keep viewers coming
back.

5. HERO CONTENT:
What content do you want to PUSH to a big, broad audience? What would be your Super Bowl moment? A brand
may have only a few hero moments in a year, such as product launch events or industry tent-poles.
!
HUB CONTENT:
The content you develop on a regular basis to give a fresh perspective on your target’s passion points. (E.g.
verticalized content about a product line.) This is often staggered throughout the year.
!
HYGIENE CONTENT:
What is your audience actively searching for regarding your brand or industry? What can serve as your 365-day-
relevant, always-on, PULL content programming? E.g. product tutorials, how-to content, customer service, etc.
HERO, HUB, HYGIENE DEFINED

6. HERO
Example - Lego Movie Official Trailer

7. HUB
Example - 5,000 Lego Bricks, Unlimited Inspiration

8. HYGIENE
Example - Creator Designer Tips

9. Hygiene
Always-on ‘pull’ content designed for your core
target
Hub
Regularly scheduled ‘push’ content designed for
your prime prospect
Hero
Large-scale, tent-pole events or ‘go big’ moments
designed to raise broad awareness
HERO, HUB, HYGIENE CONTENT PYRAMID

10. EXAMPLE

11. LEGO CONTENT PYRAMID
HERO
HUB
HYGIENE

12. !
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Creating a viral video is not a strategy anymore

13. !
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Currently only 5 brands are in the top 500 YouTube channels,
but that can change if brands can start thinking differently.

14. !
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THANK YOU
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