3 tips for crafting a scalable YouTube content strategy

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“At Crayola, we always ask: ‘How do we tell if the juice is worth the squeeze?’ We use key metrics, like viewership trends and subscribers, to determine what works and how we can craft successful content maps,” Liotti explained. Viewership metrics like total views and watch time zoom in on the videos with the highest audience engagement, while number of subscribers illustrates how the channel is doing from a 10,000-foot view.

The Crayola team also uses secondary metrics, like audience breakdown, to determine if the right people are watching their videos.


YouTube can be an intimidating platform for many teams. Its video-centricity singapore mobile database requires more budget, time and planning than mixed-media platforms. To create a consistent channel and growing subscriber base, take a few pages from Crayola’s coloring book.

Build collaborative planning rituals
At Crayola, many teams are involved in the YouTube planning process. Social, content and activation team members are primarily responsible for most of the execution, however, digital, website and platform marketing teams all lend a hand in planning.

“We try to plan as far in advance as possible—usually months ahead—to align with other teams and marketing activations, like major product launches,” Liotti said. He added that while the process of collecting so much feedback from multiple stakeholders can be time-consuming, it ultimately results in a final product that’s high impact and authentic to the Crayola brand.