Jon Eastman, acting director of video at publisher The Times, has offered some frontline insights into how to launch a new factual-themed YouTube channel.
Eastman joined The Times from Future Studios, where he was director of digital video. Currently he is acting as maternity cover for Lianne Turner – arriving at The Times just as the publisher launched its Times Originals YouTube Channel.
Commenting on the new channel, Eastman told his LinkedIn audience: “It’s very early days, but with 900K organic views, 60K watch hours and 6.6K subscribers so far, it’s proof you can find an audience and build quickly on YouTube if you have a clear content strategy and focus on the basics.” Based on the launch period, Eastman, has set out his top tips for launching a new YouTube channel. These include:
Set a clear objective: “Right now ours is ++ views and subs.”
Create a channel identity: “Launch with a few repeatable formats that don’t feel weird next to each other. But don’t be afraid to use re-worked archive where you have to.”
Focus energy on formats: “Back formats showing promise, but avoid going too niche too quickly. Once you do this you can’t go back!”
Attention-grabbing assets: “Put loads of effort into headlines and thumbnails and do this earlier than you think.”
Spread the news: “Use other channels to promote your videos wherever you can.”
To date, Times Originals has published 41 videos, mostly ranging in length from 4 to 11 minutes. Top performing subjects to date have included conflict in the Congo, Mexican cartels and the chaotic state of the UK’s prison system.
Pictured – Paul Morgan-Bentley, The Times head of investigations, Undercover In Britain’s Prison Chaos.
