Presented by Jason Mitchell

1. How Brands Can Follow
the YouTuber Imprint
… and Win Over Gen Z
Jason Mitchell
CEO
Movement Strategy | A Social-Led Creative Agency
jason@movementstrategy.com

2. Gen Z +
Jason MitchellHow Brands Can Follow the YouTuber Imprint and Win Over Gen Z
1/3 said YouTube is the platform they use most
50% said they couldn’t live without YouTube
*Data from NewsWhip, Google, Pew Research, Defy Media, and Pearson
47% spend 3+ hours a day on YouTube
70% relate better to their favorite YouTube creator than to celebrities

3. Gen Z looks to YouTube for
entertainment
& education
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

4. As marketers we need to
create content that
gen Z will seek out
and come back to
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

5. And we should start by looking at the landscape:
what are the
successful creators
doing on YouTube?
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

6. You have to study
the platform, you
have to be aware.
YouTubers and people on these
platforms are very aware.
Suli Breaks
“
“
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

7. “ “
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z
Look for something that is
real and honest
and has integrity
and authenticity.
Casey Neistat
Jason Mitchell

8. People expect a
certain type of
content on a
consistent basis.
The more we stick with this,
the faster our subs grow.
Yes Theory
“
“
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

9. “ “
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z
It’s great to be a perfectionist but
but at the same
time it’s best
to just go for it.
Scola Dondo
Jason Mitchell

10. Gen Z seeks out these YouTubers because
what they publish
provides value
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

11. When it comes to Gen Z and YouTube
brands need to think
more like a publisher
than a marketer
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

12. How Movement Strategy helped Under
Armour think like a publisher by
creating a
programming
slate
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z
_ Long-form documentaries
_ Interview talk shows
_ Training shows
_ Travel shows
_ Team sports focused shows
_ Product-focused shows
Jason Mitchell

13. testing show concepts
with pilots
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

14. Creator Collabs
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

16. How Brands Can Follow the YouTuber Imprint and Win Over Gen Z
Shoot Your Shot
Jason Mitchell

17. SYS TRAILER

18. How Movement Strategy helped Netflix
think like a publisher by
creating
content that
drives gen Z
conversation
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

19. How Brands Can Follow the YouTuber Imprint and Win Over Gen Z
Every Thing You Didn’t
Know You Needed
Jason Mitchell

20. Every x in y

21. How Brands Can Follow the YouTuber Imprint and Win Over Gen Z
Extra Long Form
Jason Mitchell

22. Hot tub .. 10 secs, then talk over it

23. The findings
what worked
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

24. leveraging
YouTube talent
What
worked

25. dropping
shows on a
weekly cadence
What
worked

26. longer form
content
What
worked

27. leaning into
tried-and-true
formats
What
worked

28. The findings
what didn’t work
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

29. waiting
too long
between
seasons
What didn’t
work

30. unnecessary
trailers
What didn’t
work

31. content
that is too
disconnected
from the
brand
What didn’t
work

32. what other brands
can learn
from Under Armour and Netflix’s success on YouTube
How Brands Can Follow the YouTuber Imprint and Win Over Gen Z Jason Mitchell

33. YouTube is
a huge opportunity

34. consistency
is key

35. collaborate
with existing
YouTubers

36. Don’t put ads on YouTube,
create interesting
content that people
will seek out

37. experiment and try
a bunch of things
Don’t spend your whole budget on one big bet, try a
bunch of things to see what is working.

38. thanks!
Jason Mitchell
CEO
Movement Strategy | A Social-Led Creative Agency
jason@movementstrategy.com