Too much of a good thing
So, what shouldn't you do when creating your brand's channel? Publishing content regularly and often is a good thing, but too much of a good thing is generally a bad thing.
A good level to aim for is a minimum of one video per week, but the right amount of content depends on your audience, your goals, and your content. One or more weekly uploads will provide new content to your audience with enough frequency to keep them coming back.
According to comScore Video Metrix, the average viewer in the U.S. watched 118.3 videos at YouTube.com for 484.4 minutes (8.1 hours) in June 2012. That's an average of 27.5 videos a week for 112.7 minutes (1.9 hours).
So, uploading an average of 40 videos and two playlists a week to your YouTube brand channel is probably counter-productive. It's more content than the average viewer will watch.
To determine that for yourself, you should use YouTube Analytics to regularly to assess your channel's performance. What you learn can help inform programming decisions for your channel.
For example, examine the dates or videos where there was a high gain or loss of subscribers to learn more about what resonates with your audience. And identify and analyze videos that drove the most subscriptions relative to how many views they received to learn what caused more viewers to become subscribers.
And if you just happen to be the marketer who is responsible for the BBC's branded YouTube channel, then you might consider using the network template on your existing channel to showcase five new channels for your BBC One, BBC Two, BBC Three, BBC Four, and Radio 4 programs.
Now, I realize that a Brit isn't likely to take advice from a Yank who wouldn't know "a wicked googly" if he saw one. But you should still choose the right template for your channel to create the best experience for your subscribers.
