Introduction to YouTube and its challenges for brands
Understand the importance of YouTube in a digital strategy
Discover the types of content that are popular and appropriate for the platform
Identify the benefits of YouTube for awareness, engagement and conversion
Case Study: Analyzing Successful YouTube Campaigns
Create and configure a professional YouTube channel
Create a channel consistent with your brand image
Configure and personalize the channel (banner, description, links, etc.)
Effectively use playlists, sections and advanced settings to organize content
Practical workshop: Creating or optimizing an existing YouTube channel
YouTube Video Content Strategy
Define a clear editorial line adapted to its target
Plan and structure content (frequency, duration, type of videos)
Adapt storytelling to maximize engagement (catchy introduction, calls to action)
Practical workshop: Develop an editorial calendar and write a video script
Video production techniques and optimization
Discover the basic equipment (camera, lighting, sound)
Master the basics of video editing with accessible software
Optimize videos for SEO (titles, descriptions, tags, thumbnails, subtitles)
Integrate interactive elements (maps, end screens, chapters)
Practical workshop: Simulation of the creation of a YouTube video (from filming to upload)
YouTube Ads: Using advertising to increase your visibility
Explore the different advertising formats: TrueView, Bumper Ads, Display Ads, etc.
Set up a YouTube advertising campaign from Google Ads
Target the right audiences using targeting tools (by age, interests, behavior)
Track results and adjust campaigns based on performance
Hands-on workshop: Create a YouTube advertising campaign
Collaborate with YouTube creators and influencers
Identify the right influencers to promote your brand
Negotiate and structure a partnership with content creators
Integrate influencer marketing into your overall strategy
Case study: Example of successful collaboration between a brand and an influencer
Analyze and optimize channel and video performance
Use YouTube analytics to track performance indicators (views, watch time, engagement)
Interpret statistics to adjust the strategy (audience evolution, loyalty, interaction)
Improve performance based on data: adapt content, optimize SEO, adjust campaigns
Practical workshop: Analyzing the performance of an existing channel or video
