Standouts

Viewers can be watching anything on YouTube at any time. The first few seconds of your video are critical to getting your viewers' attention, so make them count. If your video is attention grabbing in the first few seconds, viewers will likely watch the whole way through. As added incentive, YouTube's video discovery features surface videos that viewers actually watch, over those that they click on and then abandon. Besides, you want viewers to see all the content you worked so hard on!

Open with a teaser (Cold Open)
Jump right into it! Grab the viewer with your content. Once you have them interested, then you can show them some quick branding. You want viewers to feel like, "I just have to see the rest of this".

Open with a Consistent Theme
Consistency can breed loyalty. Make your fans excited to see your show with consistent branding or a theme right up front. Try tweaking it each time for something slightly different and viewers won't be able to resist seeing "this week's version" as soon as you post it.

Ask A Question
Questions need answers, and the human brain will always want an answer to a question posed. So if you ask an intriguing question at the top of your video, there's a high probability the viewer will want to stick around to find out what the answer is.

Start with your Brand
Does your brand itself sound like something interesting? Is the entire concept of your show unusual and intriguing all on its own? If so, start with some power packed short branding to hook your viewers.

Outline/Summarize the Video
Tell your viewer in the beginning exactly what they're going to see, and if they like any of the topics, they'll come along for the whole ride. This is a great way to set your audience's expectations and prime them to want to see what you're about to do.

[Playbook - Captivate Your Audience: http://www.youtube.com/yt/playbook/captivate-your-audience.h­tml]

YouTube is all about interactivity, and one of its best tools are annotations. Annotations can make for a more engaging viewing experience, which leads to more watch time, and they can be used to push the boundaries of what's possible on the medium. What ways can you use annotations that haven't been thought of yet?

1) Interactive Table of Contents - If you have many topics in your video, using a table of contents allows viewers to jump to the subject that interests them the most, increasing the probability that they'll stick around for the whole video.

2) Navigation: Prev / Next - Do you have multiple episodes in a series and you want an easy way for viewers to scroll between them? Maybe a viewer got linked to part two of a three part film, but they should really start at the beginning. When you have content across multiple videos, annotations are a great way to give viewers easy control.

3) Cross-Promotion - Collaborating with another channel is a great way to gain new viewers, but how do you get those viewers onto your channel? Annotations make your channel just a click away! Capitalize on a viewer's interest by making their choice as simple as possible.

4) Live Action End Card - Your audience likes your content and they like you, so keep their attention with a live action end card. Your calls to action will feel like part of the content, and you can overlay an annotation onto a live image, making it feel like the viewer is actually clicking on the content itself!

5) Graphical End Card - Do you have many different calls to action at the end of your videos? Are you asking your viewers to subscribe, follow you on social media, watch related content, and buy merchandise? That's a lot to keep track of. Use a graphical ending card to organize these calls to action, while adding your own visual style to your content.

6) Highlight Merchandise - You have fans that love your show, and they want to support you -- make sure that they can by highlighting merchandise you have for sale. It's a great way to increase your revenue streams and the ubiquity of your brand. YouTube is a giant megaphone -- use it!

How cool is it that you can actively participate on someone else's channel - share your comments and vote or influence someone's next video release? You can increase engagement on your channel and make your fans feel like they're a part of what you do by prompting them to explicitly do something (in fact, most viewers won't act unless you prompt them). This is also known as a Call to Action (CTA).

You'll want to be explicit and make it as easy as possible for your viewers to do something - and remember, limit the number of CTAs so your viewers keep their eye on the "prize".

Ask viewers to like, share, or comment
Viewers like to participate - get them engaged and involved by asking them to like and share a video, offer their opinion, or subscribe to your channel.

Ask viewers to watch more or subscribe
You'd think you wouldn't have to ask people, but you do. Think about advertising: the more you repeat a message, the more it gets stuck in somebody's head. Plant the idea of subscribing or watching additional videos and it will pay off.

Ask viewers to buy, download, or donate
You have awesome power! Your fans love you and want to help, whether it's through buying merchandise, purchasing a song, or donating to a good cause.

Ask the Audience to submit content
YouTube is not TV -- it talks back! Encourage fans to become part of the process by submitting their own content on their channels. It also increases your reach, as all of their friends will want to know what they're posting about.

Create an entire video as a call to action
Sometimes you just have to get to the point. Make sure that viewers see your call to action by dedicating an entire video to it.

Use in-video graphics to highlight your call to actions
Viewers love graphics. They click on them, and the click is the first step towards action. Show off your shiny graphics and watch the clicks roll in.

YouTube is full of talented people that all bring something unique to the table. What can a fellow YouTuber bring to your channel? What can you bring to their channel? Not only will collaboration help you gain new viewers, it will introduce your viewers to other great channels and build your reputation.

Full episode appearance
What better way to bring someone on board than for a full episode? What does your collaborator do that you can't do? What do you do that they can't do? How can you mix your talents to make something you never would have made on your own?

Short cameo
A nice quick little surprise visit -- hey! -- and then they're gone. For viewers that know the person in the cameo, there will be a quick "OMG" moment. This is a fun way to add value to your channel and continually surprise your fans.

Dual channel uploads
You and your collaborator release two separate videos at the same time, one for your channel and one for their channel. Their fans will come to your channel to see their favorite YouTuber and vice versa. It's a perfect way to increase viewership and subscribes.

Revolving collaboration
What if the end of your video led right into the beginning of your collaborator's video? What if the end of that video led back to the beginning of your original video? That type of video looping is a creative way to drive traffic to each other's channels, as viewers will want to finish the video.

Celebrity Cameo
Celebrity appearances are a great way to increase views to your channel from people who wouldn't have found you otherwise. Once they're there, that's your chance to show off the rest of your content and hopefully snag some subscribers.

One thing that we can learn from TV is that having a set release schedule is very valuable. This shows viewers that your content is not just random "one off" videos; instead, they can enjoy it on a consistent basis. Your channel doesn't really have a regular schedule unless you let people know that it does, so make sure to repeat your schedule frequently. Your fans will anticipate when new episodes come out and will be more likely to watch and share right when the video comes out.

Tell viewers about your schedule
It doesn't matter that you release every Tuesday if viewers don't know that you release every Tuesday. Make this one of your strengths, one of your professional calling cards, by promising your fans new content on a consistent basis and delivering on that promise. The best way to make it real is to say it loud, say it often, and say it again.

Show your schedule using text / graphics
People learn in different ways, so repeat your schedule in as many mediums as possible. Using text and graphics will make the schedule feel more official, and it will make the viewer more likely to remember it when your video is done.

Use a whole video to communicate schedule
So you've got a complicated schedule, or you're changing up your release day? Or maybe you've got a lot of different shows and you want zero confusion as to your schedule. Make a dedicated video and the message will get through loud and clear.

Without your audience, you have nothing. Encourage your audience to get more involved with your show by interacting with them regularly. You can reward top fans for their dedication, increase the engagement level of casual viewers, or try to bring in new viewers entirely. Viewers love feeling like they have a chance to speak directly to their favorite creators -- make their voices feel heard!

Every time a video ends, it gives the viewer a chance to click over to something else. What if you could keep them watching your content instead? Playlists are just the answer: they let viewers lean back and watch YouTube, and just let it play! You can even get creative and incorporate videos from other channels along with your own videos. Your audience trusts you, and they trust your taste in YouTube as well. Make a playlist and let your audience binge to their heart's content.

Host a playlist of your content
Say you've built up a sizeable library of content -- how do you use this to your advantage? Maybe a viewer watches one video and now they want to see what else you've got. Make sure there's a playlist they can click on! Before they know it they've gone through a sizeable amount of your catalogue, and increased the watch time and views on your channel.

Host a playlist of curated content
So you watch YouTube, you make YouTube videos -- why not show the world what other stuff you like? Your viewers trust your taste and they like your style, and they want to be turned on to other cool content. Maybe you've found a certain niche collection of content that the world won't see unless you expose it! You can even make it personal and give your fans a guided tour with an introduction for each video.

Organize your videos in a certain order
Do your videos need to be watched in a certain order? Maybe you're working on a scripted series, or a single piece separated into multiple videos. Make a playlist with everything in the right sequence so that viewers see your content in the way that you intended it. They might just watch the entire thing start to finish in one sitting!

Why does Discovery Channel have Shark Week every year? Why are scary movies released around Halloween? Why do talk shows have relationship experts on just before Valentine's Day? The answer: tent-pole programming.

Create related content
It's election season. Or maybe it's a big holiday. Whatever it is, the whole internet is abuzz about something. How can you add your channel's own distinct flavor and flair to the topic at hand? People want to hear what you have to say. What unique voice can your channel add to the chorus?

Parody a Tent-pole subject
What better way to capitalize on a big trending topic than to put your own spin on it! This is one of the bedrocks of YouTube -- what would the "Harlem Shake" even be without everybody's unique interpretation?

Explain a Tent-pole subject
It's a big time subject, and maybe people are confused. Where did this subject come from? Is there a crazy backstory we haven't heard? What else is there to this story that we're not seeing?

Create your own Tent-pole
OK, you're ready to start making some waves on YouTube. How do you get people behind you? How do you create your own big event and market it? If discovery channel can create Shark Week, what can you create?

What if you want to interact directly with fans in real time, or cover a tentpole event right as it's happening? YouTube Live allows you to live stream content directly through the YouTube platform. Fans can tune into your channel at a specific time, just like traditional media, but with YouTube's interactivity and community. You can also save your live stream after it's done, allowing those who missed the original broadcast to see it, and hopefully get excited for the next one!

1) Live Premieres / tent-pole events - So you have a new single, or a new film, or a major announcement to make -- why not stream it live? You can build anticipation with hints and promotions leading up to the big event, making sure that your top fans mark their calendars. Or maybe there's a tent-pole event that you want to cover -- the best way to cover it is while it's actually happening!

2) Live Music Event - Everyone loves a concert -- but what if you could play for people all over the world? Music can transcend language and cultural boundaries, and live streaming can make geographic distances irrelevant. Anyone who wants to experience your music can.

3) Live Competition - How do you get a viewer to tune in live? A live competition with a clear winner can keep viewers invested, as they'll want to know what happens to their favorite competitor the moment it happens.

4) Live Episodes - If you have a series with a continuous plotline or recurring personalities, try upping the ante with a live episode. Viewers who are invested in your series will be motivated to find out what happens, and will be more likely to tune in at the given time to find out!

5) Live Interviews - A live interview is a great way to take advantage of the interactivity of YouTube. You can solicit fan questions, and use it as a way to drive viewers to your live event. Your guest can promote the live stream to their community and help bring new viewers into your channel.

6) Long Stream / Live Cam - A live cam can be a great way to provide continuous content for viewers. Viewers can check in from time to time, or they can just leave it playing for hours. Think of it as a companion channel to somebody's internet browsing, a way to let people into your world.