YOUTUBE - PRODUCT CASE STUDY

BY AASTHA SINGH : PORTFOLIO WEBSITE

EMAIL : singhaastha.official@gmail.com
 PROBLEM STATEMENT
Improve the Average
Watch-Time per Video
for YouTube Creators
ABOUT YOUTUBE
As of 2022 data, YouTube hosts
over 800 million videos among
37 million channels on the
platform. 1 billion videos are
watched per day on YouTube by
its over 2 billion users.
CASE OVERVIEW
YouTube is a Google-owned
online video sharing and social
media network based in the
United States. With over 20
billions visits per month and
more than one billion hours of
video watched each day, it is the
second most popular website.
Music videos, video clips, news,
short films, feature films,
documentaries, recordings,
movie trailers, teasers, live
streams, vlogs, and more may
all be found on YouTube.
OBJECTIVE
# Increase the engagement time
for the content creators’s channels
by increasing their watch time
# Identify pain points,
stakeholders and possible
solutions
# Increase the engagement and
retention time on YouTube for
both users and content creators
 USER PERSONAS PAIN POINTS
CS Engineer, makes interesting animated educational • Unable to find and broadcast to the right audience due to
content computing based on his learnings lack of recognition.
Uploads teaching videos and wants to drive traffic from • Wants to understand what exactly the viewers are
YouTube to his paid platform for personal mentoring.
interested in and looking out for
NICK
• There are many competitor institutes and he is not sure how
22 YEARS well he is doing in the market

• Working full time, uploads videos as a hobby • Good content, but unable to grow his channel because of
lack of discovery
• Loves travelling, uploads moto-vlogs on YouTube while
sharing hes passion for cooking and travelling
PINKY

25 YEARS

• Promotes music from various up and coming artists on • While he does his job of putting up new content on the
YouTube channel every other day, fails to recognize what exactly is
• Has amsassed over 16,000 subscribers in 5 years, but has resulting in the viewers not returning back or bouncing from
failed to retain his viewers, lack of consistency his channel.
SAI
• Wants to know and understand what he can do better.
30 YEARS
 SOLUTION IMPACT COMPLEXITY PITFALL
Mismatched Audiences: Collaborating with
#1 YT Collab a creator whose audience doesn't align with
Creator can opt for collaboration (based on HIGH MEDIUM - LOW yours may result in lower engagement and
location, number of subscribers, content genre) potential backlash.

#2 Interactive Course
Complexity

for Creators HIGH MEDIUM Audience Engagement: Audience may

not find it interesting.

#3 Discover Fresh Algorithm Bai

"Discover Fresh" page, where visitors can
discover new channels and content creators with
HIGH
subscribers between 500 to 50K
MEDIUM Subscriber Range Limitation: Might
exclude some high-quality content creators with
smaller or larger subscriber counts.

#4 Consistency
MEDIUM
Overemphasis on Frequency: May

Reminder MEDIUM unintentionally pressure creators to prioritize

quantity over quality, potentially leading to a
flood of lower-quality content.
Content Authenticity: May compromise the
#5 AI Viral Video
HIGH authenticity and unique style of creators
Assistant HIGH Unintended Edits: Creators find frustrating
or that alter the original intent of the content.
Homogeneity: If too many creators follow the
#6 Trend
MEDIUM MEDIUM same trends by the feature, it could lead to a lack of
diversity in content & uniqueness of individual
Surfer channels.
 #1 YT COLLAB FEATURE
YT Collab

YouTube Collaborations represents a significant step forward in Open for collaboration

empowering creators to connect, collaborate, and create content

that transcends individual capabilities.
Creators being able to collaborate with other creators inorder
to produce quality content is one way to improve chances of
bringing new audience to their channel

Collaboration Analytics:

YouTube Collaborations comes equipped with analytics tools
that provide insights into the performance of collaborative
content. Creators can track metrics such as views, engagement,
and subscriber growth specifically attributed to collaborations,
allowing for data-driven decisions and the optimization of future
partnerships. Analytics
 #2 INTERACTIVE COURSE FOR CREATORS
Comprehensive and interactive course ‘TREND MASTERS’ is designed to
empower creators with the skills needed to propel their videos to trending
and viral status on YouTube. By focusing on four key strategies to boost
watch time, participants can significantly enhance the discoverability and
success of their content Course for Creators
Engaging Storytelling Techniques: Learn the art of captivating Module 1

storytelling that keeps viewers hooked from start to finish. Explore Interactive Exercise 1

narrative structures, cliffhangers, and pacing strategies to create Module 2

compelling content that encourages users to stay engaged and watch Interactive Exercise 2

the entire video

Module 3

Optimized Content Length: Understand the delicate balance between Trend Masters
video length and audience retention. Our course provides insights into Interactive Exercise 3

optimal video durations for different content genres, ensuring creators Module 4

maximize watch time without compromising viewer satisfaction Interactive Exercise 4

Interactive Elements and Call-to-Actions: Dive into the world of Module 5

interactive content by mastering effective call-to-action techniques. Interactive Exercise 5

Learn to strategically place interactive elements, such as polls, quizzes, Module 6

and clickable links, to encourage viewer participation and extend video

Interactive Exercise 6

watch time
Strategic Thumbnail and Title Crafting: Uncover the secrets of crafting
attention-grabbing thumbnails and titles. Explore the psychology behind
click-worthy visuals and titles that entice users to click on your video.
By improving click-through rates, creators can increase initial interactive course for creators
engagement, setting the stage for extended watch time.
 #3 DISCOVER FRESH PAGE
"Discover Fresh" page, where visitors can discover new channels.

"Discover Fresh" can be a game-changer on YouTube, driving increased

video watch time for creators in three pivotal ways.

1. by spotlighting emerging channels with 500 to 50K subscribers, it

encourages users to explore and engage with diverse content.

2. the personalized recommendations and interactive filters ensure

users find videos aligned with their interests, promoting longer viewing
sessions.

3. the platform's engagement challenges and community feedback

mechanism foster a sense of community, incentivizing viewers to stay
connected and watch more content.

In essence, "Discover Fresh" becomes a catalyst for prolonged Discover Fresh

engagement, providing a dynamic avenue for creators to captivate and

expand their audience.
 GO-TO-MARKET STRATEGY
1. TESTING PHASE - A/B Testing
2. Announcement and
• A/B testing will be done in the beta phase
where targeted personas will be tested.
launch

• All the features will be launched for 1% of • Announce on our social media handles,
the targeted personas in the beta phase Creator Studio Academy and monthly
(test group).
newsletter announcing the new feature
• If the difference in watch time and other roll-outs, mentioning how we are taking
metrics is significant between test and these steps having the best interests of a
control group, the features will be launched creator in our mind.

for 2% of the users.

• When a creator is didplayed on
• If the difference between test and control ‘Discover Fresh’ page, make sure social
group is significant, then the features will be media handles such as on Tweet put up a
launched for 3% of the users, and so on. tweet too, promoting the content creator.

 SUCCESS METRICS

Average Watch Time Increase: Measure the overall platform-wide increase in average

watch time as a result of the new features.

Adoption Rate: Track the percentage of creators adopting and actively using the new

features within the first three months.

User Satisfaction and Feedback: Collect feedback through surveys and reviews to

gauge user satisfaction and identify areas for improvement.

Retention Rate of New Creators: Monitor the retention rate of new content creators on the

platform, indicating the effectiveness of the features in attracting and keeping new talent.

Increase in Collaborative Content: Analyze the growth in collaborative playlists and

content, indicating successful implementation of the collaborative playlists feature.