Scribd
Upload
126 views8 pages

YouTube 2

This document proposes features to increase average watch time on YouTube Shorts. It recommends (1) adding interest-based recommendations on the home and trending pages, (2) allowing creators to convert existing YouTube videos into Shorts, and (3) offering paid business accounts longer video times and tools to engage users. Key metrics proposed include watch time by interest, number of converted videos, and engagement with business replies and stitched videos. Partnerships with influencers, media companies and sports leagues are suggested for promotions.

Uploaded by

Saumya Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
126 views8 pages

YouTube 2

This document proposes features to increase average watch time on YouTube Shorts. It recommends (1) adding interest-based recommendations on the home and trending pages, (2) allowing creators to convert existing YouTube videos into Shorts, and (3) offering paid business accounts longer video times and tools to engage users. Key metrics proposed include watch time by interest, number of converted videos, and engagement with business replies and stitched videos. Partnerships with influencers, media companies and sports leagues are suggested for promotions.

Uploaded by

Saumya Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 8

Improve the average watch

time for YouTube Shorts


Submission for Live Weekend Challenge No. 64, PM School
Renganathan Sekar, IIM Bangalore
[email protected]
Key Insights and Problem Definition
About YouTube Shorts
▪ Shorts is a short-form video experience launched by YouTube during Sep 2020
▪ Google took advantage of TikTok ban in India, released the beta version in India
▪ Maximum video duration is 15 seconds, shot using just smart phones
▪ 15 billion views daily on YouTube shorts as on end of July 2021

User Base Purpose


Creators Create content, get discovered and famous
Users Watch entertaining byte-sized videos

How creators make money? 24


▪ Through YouTube Shorts Fund, a $100M fund distributed over the course of 2021-2022
▪ Creators with most engagement and views are rewarded monetarily
22.7
Problem Statement
Given the validated demand for short videos, how can the average watch time
YouTube TikTok
for Shorts be increased? Average Watch Time (Hrs / Month)
User Personas

Ahmed Akshat Vidya Arun


Impatient Creator Successful YouTuber Aspirational Millennial Opportunistic Manager

Goals: Goals: Goals: Goals:


▪ Rapidly create a ▪ Leverage his already ▪ Entertain herself ▪ As a brand manager in a
personal brand successful subscriber during the spare B2C company, Arun wants
▪ Quickly become an base and grow minutes of the day to increase his brand’s
influencer and ▪ Always be relevant ▪ Stay on top of latest awareness and popularity
monetize the fan and exploit the hot trends and activities through byte-sized content
following trends of industry ▪ Build a casual and friendly
Pain points: image for his company
Pain points: Pain points: ▪ Inability to see short
▪ Long form YouTube ▪ Manual effort in videos based on topics Pain points:
video takes time to creating byte sized of interest ▪ Doesn’t know where and
succeed and needs content from his ▪ Inability to use existing how to get started
investment for existing YouTube Shorts videos in her ▪ Finds the current video
editing work and Videos. content duration limit of 15
equipment seconds too low

Creator User (Free) User (Could be paid)


Feature for Users
Feature Recommendation 1, Home Page, Trending Page and Interests
Feature Details
▪ A “Home” tab which has my Shorts feed based on my interests
▪ A “Trending” tab in the homepage that allows the user to view trending and viral
short videos. Clicking the Shorts icon will take you back to YouTube.
▪ An option to set interests based on which “Home” tab’s feed will get curated
▪ User can select one interest and keep scrolling videos from that specific interest

Value Proposition
▪ The platform and hence the content will be more focused, thus leaving the
users more engaged.
▪ Right now, the feed of YouTube shorts does not have an option to set
interests of the user. This option will make the content relevant for users.
This will also help in targeted advertising later.
▪ Based on viral themes from the “Trending” tab, content creators can focus
on creating relevant videos

Key Metrics
▪ No of “interests” areas added per user
▪ Watch time and no. of videos watched per individual “interests”
▪ Watch time spent per day in “Home” feed
▪ No of “Likes”, “Shares” and “Comments” in videos from “Trending” page
Feature for YouTubers
Feature Recommendation 2, Feature that helps YouTubers
“Shortify” their published videos
Feature Details
▪ The YouTuber can select one of his already published videos which he wants to
convert into Shorts. Using the “Trim” option, he can select the parts of the video that
has to be made as “Shorts” and can also add text overlay or new music.
▪ If the Youtuber wants to create multiple “Shorts” videos using one of his YouTube
video and publish it periodically, he can generate multiple videos at one go and use
the “Schedule” option to post these videos at pre-defined intervals.

Value Proposition
▪ If successful YouTubers are using other platforms such as TikTok or MX TakaTak
for byte sized videos, this feature will increase the switching costs. i.e., instead of
making separate videos for these platforms, YouTubers can easily leverage the
effort they already put for video creation and just convert it to byte-sized videos.

Key Metrics
▪ No of creators using the “Shortify” option
▪ No of “Shorts” videos generated from one YouTube Video per YouTuber
▪ No of creators using the “Scheduler” feature
Feature Recommendation 3, Shorts For Business Feature for Businesses

Feature Details
▪ “Shorts for Business” feature is for companies that can pay to extend
the video duration to 30 or 45 seconds. Default is 15 seconds.
▪ Currently, responding to user comments through videos is not Football Bikes Travel Food + Football Bikes Travel Food +

possible. This option can be enabled for paid business users Shortify Your Videos - Pro

▪ “Stitch” option will be made available for paid business users where Select…

they can include content from influencers (other Shorts videos) into
their videos.
Value Proposition For Businesses
▪ Can target millennials specifically based on their interests
▪ Can organically build a casual and friendly brand image Post a video reply…

Trim From 00:00

▪ Media companies, sport broadcasters can reformat their Trim To 05:42

lengthier content and “Shortify” key news and sports moments Add one more section

▪ This feature can also be used for short demonstration of an in- Edit sound Use Original Audio Browse…

Choose filters
store service (cosmetics shop) or a recipe (restaurant)
Key Metrics Click to schedule your videos

▪ No of paid business users for 30 seconds and 45 seconds Click to stitch your videos

▪ No of video comment replies and its engagement with users


▪ No of times “Stitch” feature is used
Home Trending Home Trending
▪ Click through rate of Call-To-Action links posted by businesses
Launch Plan
Promotions and Partnerships

▪ Partnerships with successful YouTubers to create more Shorts videos


▪ Affiliate marketing advertisements with regional actresses and movie stars
▪ Digital media advertisements – YouTube, Facebook, ShareChat ads
▪ Partnership with production houses for content regarding mini trailers and
teasers of new films
▪ Partnership with sports broadcasters (Ex: IPL) to post highlights of important
moments of games
Thank You
Renganathan Sekar
MBA, IIM Bangalore
[email protected]
https://www.linkedin.com/in/renganathansekar/

You might also like