With over one billion users and over one billion hours watched daily, optimizing your YouTube is a must for the digitally driven music landscape. Check out The Orchard's 2023 YouTube Best Practices for tips on optimizing your channel, the latest features to tap into, and the best ways to connect with loyal fans and reach new audiences.

1. 2023 BEST PRACTICES
Brought to you by the Video Services Team

2. CHANNEL FEATURES AND OPTIMIZATION
VIDEO FEATURES AND OPTIMIZATION
ENGAGING WITH VIEWERS
YOUTUBE STUDIO
YOUTUBE SHORTS

3. Channel Features & Optimization

4. OAC & Verification
1.3M subscribers
Strongly recommended for artist channels.
(not available for label/non-artist channels)
An OAC aggregates content & subscriber
count from official YouTube channel,
Topic channel, and Vevo channel into one
place
Read these best practices on OACs, and
contact your Label Manager to upgrade the
channel to an OAC
Recommended for label and non-artist
channels
A verified channel provides a more
established presence on YouTube, as well
as a sense of authenticity.
Once a non-artist channel reaches 100K
subscribers, you can request verification
for the channel
VERIFICATION
OAC (OFFICIAL ARTIST CHANNEL)

5. CHANNEL ART
The Orchard
108M subscribers
Create customized, visually compelling, and relevant channel art. Channel art should reflect recent release(s), tours,
merch, etc., and make the audience feel like they’re connecting with a personality, and not just a brand.
CHANNEL BANNER
Specs: 2560 x 1440px
Include a recent release, tour info, merch, a photo, etc.
Add artist website, socials, merch, smartlinks, and DSP links to the About tab for links. (Up to 5 links will be
overlaid on desktop channel art)
CHANNEL AVATAR
Specs: 800px x 800px
This image should be recognizable at smaller resolutions; it will be your channel’s icon throughout the platform.

6. Channel Trailer
Channel Sections
Sections function as the main organizational tool for channel homepages. They make the channel page easy to
browse and can be created dynamically from playlists.
Organizing videos into playlists, adding them as shelves, or putting multiple playlists into shelves to promote can
be helpful in guiding the viewing experience. You can also promote other featured channels.
The channel trailer is an elevator pitch to potential subscribers. It’s
featured first on the channel and auto-plays, so it needs to hook the
viewer.
There are two customizable views: Channel Trailer and Featured
Video. For returning and already subscribed users, add a new release
or a playlist as the Featured Video. For unsubscribed users, add a
channel intro or your most popular video as the Channel Trailer.
CHANNEL SECTIONS

7. PLAYLISTS
Optimize the playlists’ metadata (a strong title and description
will help people find the playlist), and direct viewers to these
playlists via cards, end screens, community and links, etc.
Playlists should be an essential part of a channel strategy; they
increase watch-time and create another asset that appears in
search results and Suggested Videos.
Create playlists using the channel’s videos and/or videos from
other channels.
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2
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8. The Orchard
108M subscribers
HOME VIDEOS PLAYLISTS COMMUNITY CHANNELS ABOUT
SHORTS LIVE
CHANNEL DESCRIPTIONS
YouTube uses the About tab to populate SEO; adding a detailed bio and description with key terms assists YouTube
in surfacing the channel higher in search. Remember to include the artist’s most popular songs, album names,
genres, labels, locations, milestones, and any other search terms relevant to the artist or channel.
In the Artist Center tab in Creator Studio, add pictures and a biography to the About tab as well as the YouTube
Music app. It’s important to keep the branding across platforms consistent for familiarity, and ensure the channel
comes across to fans as the official source of the artist's content on YouTube.
About Tab
Artist Profile

9. ADDITIONAL FEATURES
Similar to video tags, channel tags help surface
the channel in YouTube search and in other
algorithms, such as Google.
Add the year, common misspellings of popular
song titles or albums or names, genres, song
titles, albums, geography; the more, the better, as
long as they’re relevant.
YouTube will penalize channels for including
irrelevant tags.
Featured Channels Section
Channel Tags
Link featured channels in the "Channels" tab to
promote other content and drive traffic between
two channels. This will also appear as a shelf on
your channel.

10. Handles are unique, short channel identifiers
distinct from channel names starting with the
“@” symbol (@KelseaBallerini, for example)
You will be able to see this newly introduced
feature in comments, mentions, and Shorts.
Note that you can also use your handle outside
of YouTube to promote all of your YouTube
related content on other platforms
For more info on handles, click here.
@handles

11. Video Features & Optimization

12. SEARCH ENGINE OPTIMIZATION (SEO)
Video titles give viewers a sense of what to expect from a video, and aid in SEO optimization.
Including the type of video such as “Artist – Song (Official Audio/Video/Lyric Video/Behind The Scenes/ Live @ X etc/
Series Name/ Vlog #, etc)" is recommended.
Mention other artists or channels with @ symbol.
For more information, read the SEO portion of this blog post.
Tags
Adding more tags to videos, the better, as long as they remain relevant to the video (500 character limit). Include a mix of
general and specific tags to accurately describe each video. Easily misspelled words that people may be searching for, artist
names, albums, songs, the year, genre, geography, new music tags, the type of video, etc.
Text & Formatting

13. Video descriptions are another way YouTube is able to utilize SEO to help viewers find your videos.
The first two sentences of the description are shown in search and on the video page so be sure to include important
keywords and links here.
Include links to subscribe, all social platforms, links to other videos or playlists, mention other artists or channels with
@ symbol, and any purchase links (merch/song/album).
Add the video’s song lyrics.
Include appropriate hashtags without spaces; the first 3 hashtags appear below the video and above the video title. Use
hashtags that are a part of larger searches, such as “#NewMusic, #Artist, #Album, #Genre, #Event”
For more information on hashtags, read this Daily Rind post.
VIDEO DESCRIPTION
Comments
theorchard_97
VideoServicesTeam
I love this!
Hashtags are great to help with SEO!

14. CARDS
The card button appears as the "i" in the top right hand corner throughout the
video, and up to 5 cards can be added per video.
Link to sites (merch, streaming, donation sites, tour tickets, playlists, etc), or
promote relevant videos, playlists or other channels, so viewers can follow
through on another call-to-action without having to stop the video.

15. END-SCREENS End-screens are an important feature that
help curate and lengthen a viewer’s watch
session; they appear at the end of the
viewer's currently watched video.
Add up to four different end screen
elements, such as the subscribe button, a
playlist, a link, or a video. Make sure to
keep these updated to push to relevant
and/or priority content.

16. THUMBNAILS
Thumbnails are the first thing seen in search
and suggested videos, so make them count.
Thumbnails should be bright and easy to see,
with a clear picture of the artist or a striking
image that’s on-brand to grab the attention of
potential fans.
Use distinct thumbnails for each video to aid
user experience and always optimize for
mobile — this can be more of an advert than
the title.

17. ADDITIONAL VIDEO FEATURES
Enabling subtitles (CC)/translations opens the
content to a larger audience - including those
who don't speak the language or would prefer to
have the lyrics on the screen. Translations
contribute to the overall metadata of the video.
Translations can also be automated for the title
and description, found under the Subtitles tab.
To enable this feature in the video manager,
select the video, select “edit.” Then click on the
“Subtitles/CC” tab and “add new.”
Subscription Watermark
Subtitles
Another important watch session feature to add
is the “branding watermark” button. It sits on the
lower right hand corner of each video and when
scrolled over, allows the user to subscribe to the
channel without leaving the video.
To enable this feature in the Creator Studio,
select channel > branding, and then ”add a
watermark.”
字幕
‫ترجمات‬

18. MERCH SHELF
To promote your own products across YouTube, you have to meet these minimum requirements:
Merch shelf allows eligible channels to showcase official merchandise on a shelf below the video page, and on the
Store tab on the main channel.
You are based in an
eligible region, and your
channel has been
approved for
monetization.
Your channel has more
than 1,000 subscribers
or is an Official Artist
Channel.
Your channel audience
isn’t set as Made for Kids,
and your channel doesn’t
have a significant number
of videos set as made for
kids.
Your channel doesn’t
have a significant
number of videos that
violate our Channel
Monetization Policies.
Your channel hasn’t
received any Hate
Speech Community
Guideline Strikes.
*To see if the channel is eligible, click into Creator Studio > Monetization > and see if there is a Merchandise tab available.

19. Engaging With Viewers

20. The Orchard
108M subscribers
HOME VIDEOS PLAYLISTS COMMUNITY CHANNELS ABOUT
SHORTS LIVE
COMMUNITY TAB
Community is YouTube’s version of a social feed, and a great way to directly engage with your audience, to offer
your fans access to unique content and general updates. Posting keeps the channel active in YouTube’s algorithm,
especially when the artist goes a length of time without uploading new content.
Replying/liking to comments within the Community page fosters a more connected fanbase.
Create engaging posts such as: polls (and the newly added image polls), open questions, Q&A, and scheduled
content, such as pictures, carousels, GIFs. For video posts, instead of clicking the video option, post the video link in
the copy.
To ensure the Community page is enabled and for best practices, read more on our blog.

21. 0:05
YOUTUBE PREMIERE
YouTube Premiere enables fans to virtually gather, engage, and enjoy a shared experience together. Using the Premiere feature allows
you to schedule a video upload, and create a shareable watch page, stirring up buzz around the release.
LIVE REDIRECT TRAILERS COUNTDOWN THEMES/
CUSTOM COUNTDOWN
Live Redirect allows you to redirect viewers
directly from one premiere to another, such as
when you go live and then premiere a music video
or premiere a music video and then automatically
direct fans to a live Q&A after.
Trailers place a pre-recorded 15 seconds
to 3 minute hype video that will be played
on the watch page in advance of the
Premiere.
Countdown Themes and Custom Countdowns give
you the option to choose from a range of themes
and moods to personalize the viewer’s Premiere
countdown experience, or to create your own asset
to match your branding and release.
*Note: For custom countdown, you must send the asset to your
account manager or label manager at least 72 hours prior to the
release. The premiere watch page has to be live at least 24h ahead
of the premiere.

22. VIDEO CHAPTERS
Video chapters break longform video into selectable sections, each with a corresponding thumbnail. These chapters
can be entered manually or automatically assigned by YouTube.
To add video chapters, enter the chapter title in the description and place the timecode of the chapter start time in a
HH:MM:SS format.
Chapters will appear on the video timeline. Hovering over the timeline will display the chapter so users can easily
navigate through video segments. Clicking the arrow next to the chapter title on the video will expand a chapter list
menu that displays a thumbnail for each listed chapter.

23. SUPER CHAT
Viewers can also purchase Super Stickers, which are digital or
animated images that pop up in the live chat feed and can also
be pinned to the top of the chat box.
For more details, check out YouTube’s Help Center
Orchard celebrates 25 years!
ering independent creators. Our founder,
place to grow.” And boy, have we grown…
SUPER STICKERS
Super Chat is a feature that allows viewers to voluntarily pay for
their messages to be highlighted and pinned to the top of the
live chat box on a livestream or Premiere video. The color of the
chat and amount of time pinned to the top depends on how
much the viewer spends.

24. YOUTUBE GIVING
YouTube Giving allows creators to support the charitable causes they care about. Eligible channels can fundraise for
nonprofits by adding a donate button to their videos and live streams. Viewers can donate directly on the video watch
page or in live chat.
Note that Super Chat and Super Stickers aren’t available on live streams with Live Chat Donations.
For more details, check out YouTube’s Help Center.

25. YOUTUBE
YouTube Live gives you a way to connect with new and old fans and creates a real time experience to engage
with viewers directly. You’re also able to set up a YT Live live-chat with subscribers only for an incentive to
subscribe to your channel and connect with closer fans.
For Live Production, make sure encoding software is set up and the preview works
For Mobile, film in landscape mode
Lives are scanned by Content ID, so it's important to only stream content you own, as claims from 3rd
party rightsholders can result in the stream being interrupted.

26. BEST PRACTICES
YOUTUBE
BEFORE DURING AFTER
Promote the link across socials,
Community, other videos
Ask fans to hit “Set Reminder”
Chat on the livestream to ensure
fans are tuned in prior
Utilize YouTube features: trailer
video, playlists, end-screens, cards,
polls
Repost on socials / cross-promote
with other artists
Engage directly with fans, answering
questions, chatting in the live-chat
Monitor live-chat for anything
inappropriate
Include in playlists, add end-
screens/cards, promote from other
videos, tags, descriptions
Create more content derived from
the stream or fan-spotlights
Review analytics to see how to
improve the next stream

27. Monaleo
2 days ago
YOUTUBE STORIES
Think Instagram Stories - but the video segments
can be 15 seconds long and expire after 7 days.
You can download Stories to publish as videos
on your channel
To create a story, tap the camera icon button
and record. There’s also the option to save, edit,
add text, links, filters, music, other artists
handles, stickers and comments.

28. Select and share a small portion (clip) of a video or live stream with others by clipping it. A small scissor will appear
under videos that are eligible for Clips. Select the section of the video you’d like to clip. You can increase (maximum
of 60 seconds) or decrease (minimum of 5 seconds) the length of your selection by dragging the slider. Add a title
and share.
Options to share a Clip:
Copy the link: Click the COPY button to copy a link to the video that you can paste somewhere else, like in an
email message.
Social networks: Click a social network icon (for example, Facebook or Twitter) to share the video there.
Embed: Click the Embed button to generate a code you can use to embed the video in a website.
Email: Choose the email icon to send an email using the default email software on your computer.
Clips are Public, and can be watched by anyone with access to the Clip who can also watch the original video.
YOUTUBE CLIPS

29. You can engage with viewers through liking or replying
to comments on your channel videos and off channel
videos, or pinning a top comment - a question, a thank
you, tour dates, lyrics, etc. Engaging with viewers will
incentivize them to interact with the channel, as well
as increase subscribers. Viewers can also be reached
on the community page, and engage with other
channels, videos, posts to broaden an audience.
INTERACT
ENGAGEMENT Continued consistent, engaging, and creative content
creation, such as vlogs, Q&A, behind the music,
personal videos, serialized content, and setting a
schedule so viewers know when to expect new
content are key in creating a strong, loyal fanbase.
CONSISTENT CONTENT
By creating social assets and having a call-to-action,
driving to a new video or to subscribe to the channel,
it gathers a whole new audience to visit the platform
and engage with the channel. Along with other
socials, adding the YouTube channel or a new video
to bios can help users find a channel and new
content.
SOCIAL PUSH

30. YouTube Studio App

31. Monitor user likes and comments
and respond right from the app.
Keep up with your channel’s video
analytics at any time.
View many of the metrics available on
the desktop platform, including real
time stats.
Edit video info such as title and
description on the go.
Set video visibility settings while away
from your computer.
YOUTUBE STUDIO
APP

32. YouTube Shorts

33. YOUTUBE SHORTS
Tapping Shorts on the YouTube app
On the YouTube homepage
In their notifications
Checking their Subscriptions
Featured on your channel homepage
YouTube Shorts have now arrived on Smart TVs,
game consoles, and other streaming devices.
Short-form video does not monetize through
advertising at the moment.
Short Form content is everywhere and YouTube Shorts
is YouTube’s version of engaging an audience in a
simple, easy way to create and ingest short-form
content.
Viewers may find your Shorts by:

34. YOUTUBE SHORTS
HOW-TO
60 seconds or less
Shot in vertical orientation
Use up to 15 seconds of audio from
YouTube’s music catalog
Shorts can also be posted via desktop as
long as you use the hashtag #Shorts in the
title/description/tags.
Fans can also create Shorts directly from
your official video by clicking the "Create"
button under the video, adjust the music,
edit, and upload.
Format Requirements:
To create a short, tap the plus icon and select
Create a Short. Record or upload your short,
add transitions, music, sound effects, speed
effects, and then post to your channel.
Create a Short
Upload a Video
Go Live
Add to your story
Create a Post
00:23

35. YOUTUBE SHORTS
IN ACTION
Anuel AA used YouTube shorts
as a way to push his latest
official music video, "Brother"
Caroline Polachek created her very
own dance challenge to promote her
single "So Hot You're Hurting My
Feelings"
Pitbull shared some live footage from
his "Can't Stop Us Now" Tour to get
fans pumped for upcoming live
performances.

36. FEATURES & TOOLS
Turn Clips of your videos into
Shorts (more info on Clips on slide
#28)
Only you can create Shorts from
your Clips, but viewers may still
sample your other content to create
Shorts.
You can create a Short using a song
from YouTube’s library, the original
audio from many other Shorts and long-
form videos, or a video segment from
videos across YouTube.
Audio Remix: The source of your
remixed audio is credited on the Sound
Library page
Video Remix: The source of your
sampled video is credited in the Shorts
player with a link to the video.
You get one notification per day (up to
3 per week) when your video is
sampled by other creators.
YOUTUBE SHORTS
CLIPS & VIDEOS TO SHORTS REMIXING
YouTube Shorts allow you to:
Add Audio
Add text after you record
Adjust recording speed
Record with a timer (hands-free)
Apply filters to change the vibe of your
short
Add a background as a green screen
Trim

37. THANK YOU
Video Services Team