How would you increase the usage of YouTube?

Clarifying questions

-          Am I the PM at You tube à Yes

-          When we talk about the You tube, are we targeting any specific segment Youtube video app/web, Youtube audio app, Youtube Kids

o   For sake of discussions lets say classic You tube videos app

-          Any resource or time constraints à No

-          What is our goal in increasing the usage of You tube - revenue, engagement, or anything else  

o   The goal is to increase engagement on you tube

Goal: Increase engagement time

Google’s vision: To make information accessible to everyone

User segment

-          Content Creators

o   Professional/ Influencers

o   Businesses

-          Consumers

-          Third party interactions

o   iframe

o   Usage in other applications

Since our goal is to improve engagement, the most critical piece is to understand the psyche of the consumers as we are talking about the marketplace wherein, there are 2 sides of the ecosystem

User Journey

-          Trigger to entertain or watch something à Open App à go to recommendation or search à see the videos

Pain – points

Keeping in mind the user engagement piece, there are various factors – competition from OTTs, other social media platforms such as Instagram or Tiktok providing shorter content

1.       More dynamic content

a.       Any trend that is going on catches late

b.       Regular entertainment content

c.       Discovery of that content

2.       Less attention span

a.       You tube in my mind is for larger videos or songs or some other content

3.       Social connections

a.       Other avenues provides options to see friends videos or create your own very quickly

A need for social connections is growing as we are moving towards cities and living more aloof compare to our previous generations – a Platform enabling the social touch would be a great USP. So, I would target the aspect of social connections here

Social connection Journey mapping

-          Friend put a content à sky diving video/go pro travel blog à notifications among friends/known  à people reacting to those videos à reward for creator and personalised reaction boost the journey à consumer who is likely a friend or acquaintance find more value in this journey

Solutions

1.       Motivator [ Impact – Medium | Effort – Low]

a.       Google maps and photos provides personalisation – understand you

b.       Suggest like videos and prompt you to add those

c.       Suggest to view videos from your friends, acquaintances and more

2.       Social channel scrubber [ Impact – High | Effort – High]

a.       The crawling engine Google has it can generate some unique profiling based on various social channels (Meta, tiktok, Strava, etc)

b.       Inbuilt functionality that can plug and create shareable content based on multiple social channels view

c.       Such as create me a Simpsons song based on my Facebook, Tiktok and Strava

d.       These contents get viral among friends and engagement can increased

e.       Put 10 snippets and it can crunch videos for you

3.       Image shares [ Impact – Low | Effort – Low]  - So many clones already that it might not be that beneficial

a.       The effort in creating videos is large

b.       A place to save and share images

Success metrics

1.       % increase in new people creating content

2.       Social score

a.       Already connected on Gmail, other social channels

b.       Know engaging with each other content

3.       New content uploaded using scrubber