How to effectively develop a YouTube channel

How to effectively develop a YouTube channel to expand the audience and popularize the media brand

We share key insights from the Ukrainian Media Forum - UMF 2022 speeches. One of the forum speakers was Oleksiy Tokovenko — creative director and co-founder of YOPTA Agency.

Oleksiy has worked with more than 45 blogger and brand YouTube channels since 2016. He has trained teams of big brands such as Citrus, Beeline Kazakhstan, AVON, and Deloitte to work with corporate YouTube channels. Oleksiy is a co-founder and creative director of YOPTA creative agency, which provides comprehensive video content creation and YouTube channel development services to brands.

Presentation topic: "How to effectively develop a YouTube channel to expand the audience and popularize the media brand."

YouTube audience in Ukraine:

Female — 53%

Male — 47%

Audience age:

14-25 — 25%

26-35 — 31%

36-45 — 24%

46+ — 20%

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YouTube trends: live broadcasts, interviews, podcasts.

YouTube’s objectives:

• Introduction: with organic and advertising traffic

• Recognition: subscription to the channel and social media

• Trust: from regularly receiving useful or interesting information

• Interest: in goods/services or personality

• Sales: revenue from monetization or lead generation

• Loyalty: from existing customers/audience

The team required to run YouTube:

A producer working on the project full-time, a camera operator, an editor (can be a camera operator), a manager, a target analyst.

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Stages of YouTube channel development:

1. Interest the viewer (first contact with the content)

- Content your target audience finds interesting

- The cover helps people decide which video to click on - encouraging them to choose your product over other recommended ones

- Title

- Appropriate publication

- Proper communication: emphasize communicating with the viewer.

Channels providing information differ from those that engage in a conversation with the viewer

2. Capture attention (keep the viewer hooked on the video)

- Captivating first 15 seconds

- Appropriate plot and storytelling

- Usefulness/emotional appeal are key factors

- High-quality shooting and sound

- Charisma of presenters/nothing to annoy the viewer. Sometimes the reason a channel does not take off is that people do not like the presenter

PR metrics: from basic to advanced

3. Redirect to the channel (show what else you have)

- Final screensavers

- Tips

- Comments with pinned videos

- Videos and playlists in the description

- Playlist creation: structured according to the topic with a variety to choose from

- Mention all these in the story/interaction with the viewer

4. Prop up attention (make sure that the viewer does not forget about you)

- Regular publications- Adding new sections

- Management of other social media

- Use of all platform tools (stories, Shorts, community)

- Incentives for interaction (viewer content, bell (notification of new videos), reposts)

! All the above points may seem obvious, but it turns out few people actually use them.

Stages of work on a YouTube channel. Monetization does not start right away. It usually takes 3 to 4 months. Screenshot from Oleksiy Tokovenko's presentation at the Ukrainian Media Forum - UMF 2022

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What inhibits the channel’s growth at the start:

• Lack of unique value content

• Video metadata not optimized for search

• Long videos at the start

• Non-unique covers for each video

• No clear publication schedule

• Artificial views

• Copyright violations

What your content should be like

An especially common mistake TV channels make is to publish ready-made pre-recorded content on YouTube, expecting that someone will find it interesting. You need to make unique content or, at least, adapt what you already have.

Content analysis of the media as a PR tool

Content types:

WOW-contentYour main content should stand out as something sensational so that you can compete with others on YouTube. You should try presenting information in an unconventional way, with "cliffhangers", starting with the title and cover. Answer the following questions: What emotions does this content evoke? Do you want to share it?Wow-content should constitute the majority — about 70%. This category can include live broadcasts, which have already gained popularity on the platform.

DocumentariesThey sound expensive, but there is no need to make them very often. You can also create a documentary from archived materials using open sources with voice-over text without ever leaving the editing studio. You can involve opinion leaders to draw more attention.

How to build a successful communication strategy for business

Search contentThese are short videos answering particular questions. Look through the services your viewers are Googling and meet their search needs accordingly. These video responses will gradually help you increase views and support your channel even when you are not posting anything.

Memo / Screenshot from Oleksiy Tokovenko's presentation at the Ukrainian Media Forum - UMF 2022

How to make money on YouTube

YouTube monetization options:

Monetization from Google

Connecting to Google Ads


Third-party goods and services


Subscriptions or donations

Content translation

For other markets to earn from Google Ads

Info products

Consultations and training

Lead generation

For your products: merch, paid subscription

How media monitoring helps communications specialists deal with their main challenges

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