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Youtube Branding Marketing

YouTube launches free training guide to help agencies with the fundamentals of video content strategy

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By Tony Connelly, Sports Marketing Reporter

June 23, 2016 | 3 min read

YouTube has launched its Brand Partner Program Certification to provide agencies with an easy to follow guide on the fundamentals of video content strategy.

YouTube Brand Partner Program Certification

The new Certification program builds on the three years of data from the Brand Partner Program to create an online curriculum that aims to equip agencies with the knowledge and tools they need to create more efficient video marketing campaigns.

It will offer easy-to-follow lessons from publishing frameworks as well as tips on how to best partner with YouTube creators and optmise campaigns. The guide will be available globally in 22 languages and is intended to help agencies create successful YouTube content and distribution strategies for their clients.

The free program includes insights from popular YouTube creators such as Hannah Hart, MysteryGuitarMan, Veritasium, My Cupcake Addiction, and Flavia Calina, who use personal anecdotes and real-life experiences to share best practices for a firsthand account of what works best.

Global media agency MEC is among one of the first early adopters of the program and has enrolled nearly 200 employees into the programme.

Discussing how the Certification program would benefit the agency, Alastair Aird, global chief operational officer of MEC and global head of Wavemaker, said: “We have data to identify precisely what consumer behaviour needs to change along the purchase journey and create content that’s specifically designed to make that change happen.

“Equipping our people with the necessary knowledge to design the most effective video content is key to our service to clients.”

In announcing the program Kelly Merryman, vice president of content partnerships at YouTube, pointed out that 37 per cent of millennials binge watch for an average of four hours per sitting on YouTube, highlighting the opportunities for marketers to into a lucrative audience.

“Viewers don’t care if it’s from a brand or a creator—in fact, many of our top trending videos every year are from brands,” said Merryman.

Discussing the Certification program Merryman said: “It’s designed to train agencies on the fundamentals of video content production so that even more brand videos crack the top 10.”

Youtube Branding Marketing

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