Content is king on YouTube. Shareable, emotionally moving, or compelling videos tend to bring viewers back again and again to YouTube. To help evaluate content for a specific channel category, it is helpful to think about what is working well for each category.

Here are four top-level goals and a few questions to get started:

Identify top influencers within a category and analyse how the content offers value to the audience

Evaluate what works well for top channels and use the information as high-level themes and best practices for content creation. Since channels have different levels of resources, be practical in your evaluation and application

• What are top creators within the category known for and what do they do well?
• Does the channel’s content focus on educating viewers? Entertaining viewers? Inspiring viewers?
• Does the channel employ one type of content strategy or does it exhibit a mix of content strategies?

Identify the audience within the category

Consider who is watching content within the category (age, gender, location) and think about whether or not the content on the channel matches what they are looking for. If the content is well targeted, it should also align with the brands and advertisers within the category. This type of evaluation will help determine if the channel is targeting the right audience and if the channel is attractive for advertisers.

• What is similar between the audiences of similar channels within a category?
• How does the content strategy of the channel cater to the audience demographics of the category?
• Does the channel content align with brands that advertise within the category?

Identify content strategies that work well within the category

Assess the type of content that is on the channel and how and when it’s being released.

• Does the category release regularly scheduled content around viewer passions, programmed series, or thematic groups?
• Is always-on content optimised for viewers’ intent and interests, or are large-scale events or “big” moments driving awareness?
• How does the programming schedule sustain viewership, grow a following and convert new subscribers?

Identify the common elements within the category

Evaluate how different categories present their content. Depending on the type of content (e.g. music video vs. comedy sketch), viewers are often accustomed to seeing videos in specific formats and lengths, and at specific production values. Look for these themes and see how they can elevate channel content.

• Does the category have videos of similar production value? Length? Format?
• What are common production qualities of similar channels? What production technologies or techniques do they typically employ?
• What are common elements of the channel design of similar channels?

Identifying category-specific requirements can prevent costly trial and error and best position a channel for success.