Build a better university YouTube channel
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![Page 1: Build a better university YouTube channel](https://reader033.fdocuments.us/reader033/viewer/2022061217/54b43d104a795943128b45ba/html5/thumbnails/1.jpg)
Building a better
university channel on YouTube
Genevieve Haines
www.hainesco.com
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In 2008, it turned out that people were getting information about UCLA from YouTube.
But UCLA didn’t have an official channel on YouTube.
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Plus UCLA wanted to share complete courses (for free) with the world.
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We had goals…
1. Be useful. (Otherwise what’s the point?)
2. Make it easy.
3. Clear everything with legal.
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… and a question:
“How can we build an awesome channel using free resources available to us as a university?”
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First stop – a UX (user experience) course in UCLA’s Graduate School of Education & Information Studies.
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Woo hoo! A dozen students agreed to study the new channel (for free) as their course project.
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The first group of students worked on goal #1 – make sure the channel was useful.
They studied prospective viewers, like future students, current students and alumni.
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The students asked, “How do viewers find videos? What videos are they looking for? How do they categorize them?”
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They made like anthropologists – observing people playing around on YouTube.
They also did a fun thing called a card sort.
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Revelation! User testing showed that viewers would have an easier time finding UCLA videos if they were grouped into a single “UCLA on YouTube” channel, rather than a bunch of department-level channels.
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That revelation created a win-win.
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Making it easier for viewers to find UCLA videos meant that more people watched UCLA videos. Working together, departments across campus could find larger and larger audiences for their videos.
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Still, it only takes a few minutes to start a new channel on YouTube. Could we make it easier for any department on campus to go through a centralized process than to create their own channel?
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So we asked the other students to work on goal #2 – make it easy.
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They interviewed departments across campus, discussing ways to streamline the process of centralizing videos onto a single YouTube channel.
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Back in the office, we developed a workflow.
Our programming genius Joseph built a Web-based remote video uploader, so anyone in the UCLA family could submit videos to us from their desktop.
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We built a final safeguard into the process – a student worker would review incoming videos for copyright violations and privacy concerns before uploading to UCLA’s YouTube channel.
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Voilà! It was super easy for departments to submit videos for a central channel.
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All the while, we worked on goal #3 – clearing everything with legal. There was the little matter of UCLA being a public university with a deeply felt commitment to freedom of speech. New YouTube policies had to uphold that commitment.
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Then we were ready for launch.
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Today the channel has 1,500+ videos and 2.2+ million views.
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Yippee! That was goal #1 – be useful.
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Other universities now study UCLA’s channel.
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One researcher said UCLA’s workflow and remote uploader were unique among the top universities on YouTube.
Instead of chasing down video from across campus, videos funnel into UCLA’s channel.
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Cheers! That was goal #2 – make it easy.
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YouTube selected it as a beta-test site and the Wall Street Journal reported on it.
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OK, that’s unrelated to goal #3 (clear everything with legal), but it’s still pretty cool.
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Take-aways:
• Really focus on your audience
• Respect the power of the network (working together = more visibility)
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Take-aways:
• Take care of the nitty-gritty (few people will see our remote video uploader, but many will see our videos)
• Love your legal department