Hero, Hub, Hygiene Content – YouTube Content Strategy for Brands


Today, successful brands understand that they need to create consistent, engaging content – hitting regular singles and doubles vs the “grand slam” that a viral video may or may not provide. It’s the adoption of this “always on” strategy that is successfully growing communities and generating earned viewership on YouTube.

Over the last year, YouTube has been sharing this strategy with brands. Their framework, the Hero, Hub, Hygiene approach, is a holistic video strategy that places an emphasis on the need for consistency.

You can read more about Hero, Hub and Hygiene content, together with a case study from Gillette, on Brendan Gahan’s website.


How do you measure social success?


There are different social media analytics tools, such as Twitter Advanced SearchSocial Mention and Google Trends.

In addition, an useful report is the Headstream Social Brands 100 that was first published in 2011. It benchmarks brand engagement in social spaces, identifying industry leaders and providing a snapshot of social media’s evolution each year.

The research aims to:

  • Identify and acknowledge brands leading the way in social.
  • Benchmark performance between industries and companies.
  • Understand trends around high performing social brands.

The top five social media brands of 2013 are:

  1. Electronic Arts Battlefield
  2. American Airlines
  3. Lufthansa
  4. Thomson Holidays
  5. Thomas Cook UK

You can download the 2013 report here: SocialBrands_100_The Report_2013

For more info visit: socialbrands100.com