{"id":1075,"date":"2021-01-07T15:37:55","date_gmt":"2021-01-07T15:37:55","guid":{"rendered":"https:\/\/wtest.tubics.com\/?p=1075"},"modified":"2024-08-27T18:29:48","modified_gmt":"2024-08-27T18:29:48","slug":"global-youtube-channel-multiple-languages","status":"publish","type":"post","link":"https:\/\/wp.tubics.com\/index.php\/global-youtube-channel-multiple-languages\/","title":{"rendered":"The RIGHT Strategy for Your Global YouTube Channel"},"content":{"rendered":"\n<p>YouTube is big for brands. 56 of the world&#8217;s&nbsp;<a href=\"https:\/\/de.slideshare.net\/pixability\/top-100-brands-study-may-2013\">top 100 brands<\/a>&nbsp;have 10 YouTube channels or more. 99% of all top brands do YouTube marketing.Yet many of these brands fail to reach the<a href=\"https:\/\/www.youtube.com\/about\/press\/#:~:text=Over%202%20Billion%20logged%2Din,in%20more%20than%20100%20countries.\">&nbsp;2 billion people that watch YouTube every month.<\/a>&nbsp;Over 50% of the videos produced by the Top 100 global brands have&nbsp;<strong>less than 1,000 views<\/strong>! This is because they focus more on video production or ads. And less on video marketing powered by a proper strategy.So let&#8217;s have a look at the groundwork. A good global&nbsp;<a href=\"https:\/\/support.google.com\/youtube\/answer\/6070467?hl=en\">YouTube channel strategy<\/a>&nbsp;takes into account two things:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>the languages your target audience speaks and<\/li>\n\n\n\n<li>the organizational opportunities of your company.<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n\n\n\n<p>In this article, I\u2019ll explain the<strong>&nbsp;YouTube strategies<\/strong>&nbsp;that big global brands follow regarding languages and help you decide which one is right for your brand. You can also check out the video that we&#8217;ve made on this topic:<\/p>\n\n\n\n<figure class=\"wp-block-embed\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"nv-iframe-embed\"><iframe loading=\"lazy\" title=\"Global YouTube Channel - The 3 Multi-Language Strategies for Brands\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/V-aa2zCMgTI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n\n<p>First, let&#8217;s understand the content marketing approaches that big global brands follow.\u00a0<strong>Video content on YouTube should follow the same principles as all other types of branded content<\/strong>\u00a0&#8211; no matter if it&#8217;s on Facebook, Instagram, or on your website.Global brands here follow two different approaches: a\u00a0<strong>centralized<\/strong>\u00a0and\u00a0<strong>decentralized content marketing approach<\/strong>. These two approaches differ in two ways.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/f587f1ea-61c0ba9e7078c20fa1cd6a28_blog-featured-imgs-15-1-1024x576-1.png\" alt=\"\" class=\"wp-image-1077\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/f587f1ea-61c0ba9e7078c20fa1cd6a28_blog-featured-imgs-15-1-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/f587f1ea-61c0ba9e7078c20fa1cd6a28_blog-featured-imgs-15-1-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/f587f1ea-61c0ba9e7078c20fa1cd6a28_blog-featured-imgs-15-1-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>First, how&nbsp;<strong>languages<\/strong>&nbsp;are managed, and second who is in the&nbsp;<strong>content strategy driver seat<\/strong>: the corporate headquarters or rather the local marketing managers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Centralized Approach for YouTube<\/h3>\n\n\n\n<p>A centralized approach towards YouTube features these core characteristics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your corporate headquarters is in the YouTube driver seat<\/li>\n\n\n\n<li>Video content is English only<\/li>\n\n\n\n<li>Translations are optional (CC, titles, descriptions).<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>This way it&#8217;s easy to create videos. &nbsp;The corporate headquarters is in charge and publishes them on one YouTube channel only. The audience around the globe can turn to this channel or discover its video content when searching in English.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/4cef5440-61c0ba9f9863f65d00910e71_7-1-1024x576-1.png\" alt=\"\" class=\"wp-image-1078\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/4cef5440-61c0ba9f9863f65d00910e71_7-1-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/4cef5440-61c0ba9f9863f65d00910e71_7-1-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/4cef5440-61c0ba9f9863f65d00910e71_7-1-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>With English as your channel language, you reach\u00a0<a href=\"https:\/\/www.babbel.com\/en\/magazine\/how-many-people-speak-english-and-where-is-it-spoken\">a global audience of over two billion people<\/a>\u00a0who speak or understand English &#8211; at least as a second language. This way you save on translating video content which costs a lot of money.Following the centralized approach, you can choose between two different setups. The first setup features only\u00a0<strong>one English-language channel<\/strong>. This is your main brand hub.The second setup also features an English language brand hub, yet this main YouTube channel\u00a0<strong>gets supported by supplementary English channels<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/ec7b6a1e-61c0ba9ee5680dc3ad450079_6-1024x576-1.png\" alt=\"\" class=\"wp-image-1079\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/ec7b6a1e-61c0ba9ee5680dc3ad450079_6-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/ec7b6a1e-61c0ba9ee5680dc3ad450079_6-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/ec7b6a1e-61c0ba9ee5680dc3ad450079_6-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Let&#8217;s explain the setup with the one channel first since it&#8217;s the easiest to understand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">a) One YouTube Brand Hub<\/h2>\n\n\n\n<p>This setup is mainly used by global&nbsp;<strong>entertainment<\/strong>&nbsp;brands or companies having a&nbsp;<strong>startup background.<\/strong>Brands that follow this strategy are for instance&nbsp;<a href=\"https:\/\/www.youtube.com\/user\/Airbnb\">Airbnb<\/a>,&nbsp;<a href=\"https:\/\/www.youtube.com\/user\/canvadesign\">Canva<\/a>, Disney&#8217;s&nbsp;<a href=\"https:\/\/www.youtube.com\/channel\/UC5K8SEF_7GQBedXIjtXLCRg\">Mickey Mouse<\/a>,&nbsp;<a href=\"https:\/\/www.youtube.com\/channel\/UC-V6odR7HzLCuqjYeowPjLA\">Nobel Prize<\/a>, global sports associations like&nbsp;<a href=\"https:\/\/www.youtube.com\/channel\/UCY_5h5zaSwN7Or4kIJDYNXA\">ATP<\/a>,&nbsp;<a href=\"https:\/\/www.youtube.com\/user\/olympic\">Olympic Games<\/a>, and&nbsp;<a href=\"https:\/\/www.youtube.com\/user\/FIFATV\">FIFA<\/a>, or the cosmetics brand&nbsp;<a href=\"https:\/\/www.youtube.com\/channel\/UCfb6EofrRqeK6ttHgxZRjcA\/featured\">Dr. Squatch<\/a>, which is known for its funny (and utmost successful) YouTube ads.With their YouTube videos, all these brands reach a global audience right from the start. And they achieve the greatest common multiple with the<strong>&nbsp;least possible effort<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/1f127437-61c0ba9e6379deef038b524c_7-1024x576-1.png\" alt=\"\" class=\"wp-image-1080\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/1f127437-61c0ba9e6379deef038b524c_7-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/1f127437-61c0ba9e6379deef038b524c_7-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/1f127437-61c0ba9e6379deef038b524c_7-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Some of these global brands probably chose this&nbsp;<strong><em>One Size fits all strategy<\/em><\/strong>&nbsp;because, in the beginning, they didn\u2019t even have regional subsidiaries in different countries supporting customers in different languages. They just needed to start small.Yet also established brands sometimes feature one English channel only: like&nbsp;<a href=\"https:\/\/www.youtube.com\/user\/lavazza\/\">Lavazza<\/a>&nbsp;or the big Swiss private bank&nbsp;<a href=\"https:\/\/www.youtube.com\/user\/BankJuliusBaer\">Julius Baer<\/a>. And they do have&nbsp;<a href=\"https:\/\/www.juliusbaer.com\/en\/about-us\/our-locations\/\">offices around the globe.<\/a>So what are the&nbsp;<strong>Pros<\/strong>&nbsp;of this one-channel strategy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Maximum Impact, Minimum Effort:<\/strong>\u00a0no need to worry about\u00a0<strong>various languages and translations<\/strong>. Everything is done in English for one big target audience.<\/li>\n\n\n\n<li><strong>Speed<\/strong>: you can\u00a0<strong>move fast<\/strong>, with few dependencies on stakeholders.<\/li>\n\n\n\n<li><strong>Ease of management<\/strong>: processes can be\u00a0<strong>centralized<\/strong>\u00a0(from planning to production and publishing).<\/li>\n\n\n\n<li><strong>Aligned content strategy<\/strong>: content strategy can be easily aligned. Since not many stakeholders are involved.<\/li>\n\n\n\n<li><strong>Algorithm-friendly<\/strong>: since all user signals hint to one YouTube channel and the users don&#8217;t experience any dead-ends caused by published videos they do not understand the\u00a0<a href=\"https:\/\/www.tubics.com\/blog\/youtube-seo\/\">YouTube recommendation algorithm<\/a>\u00a0and the Google algorithm is more likely to feature your videos in search results.<\/li>\n\n\n\n<li><strong>Bigger subscriber count:<\/strong>\u00a0the potential to build accounts with\u00a0<strong>high numbers of followers<\/strong>\u00a0because i.e. there\u2019s only one account to follow.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>The main disadvantageof the one-channel strategy&nbsp;<\/strong>is that your content isn&#8217;t understood by everyone. English only channels may turn off users who don\u2019t speak English (and of course there are differences even between US and British English). YouTube\u2019s translation tools help with this. But they aren\u2019t perfect. Your video&#8217;s voice-over remains in English &#8211; even if CC, title, and description can be translated.Moreover,&nbsp;<strong>you can&#8217;t adapt to cultural differences<\/strong>&nbsp;and differences in promotional activity (e.g. different types of products might attract different types of customers who might again need different contents).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">b) Brand Hub with Supplementary Channels<\/h2>\n\n\n\n<p>To better address the above-mentioned need of offering different types of customers different types of video content, you can decide&nbsp;<strong>to add supplementary channels<\/strong>&nbsp;to your main YouTube channel.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/80029f67-61c0ba9eb98e302136508691_8-1024x576-1.png\" alt=\"\" class=\"wp-image-1081\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/80029f67-61c0ba9eb98e302136508691_8-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/80029f67-61c0ba9eb98e302136508691_8-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/80029f67-61c0ba9eb98e302136508691_8-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>These additional YouTube channels\u00a0<strong>can be tailored to target groups<\/strong>\u00a0&#8211; one YouTube channel for each target group. Or tailored to company divisions, i.e. one YouTube channel for each division or product.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\u201dTargeting a passionate niche audience can often be more effective than going after the masses.\u201d<\/em><a href=\"https:\/\/creatoracademy.youtube.com\/page\/lesson\/niche?cid=great-content&amp;hl=en#strategies-zippy-link-2\">YouTube Creators<\/a><\/p><\/blockquote><\/figure>\n\n\n\n<p>The best example of this strategy is\u00a0<a href=\"https:\/\/www.youtube.com\/user\/redbull\">Red Bull,<\/a>\u00a0the energy drink company. Red Bull has the biggest YouTube brand channel in the world with around 10 million subscribers. The channel grew this strong mainly with YouTube videos on extreme sports.Yet Red Bull is aware that the<strong>\u00a0interests of its target audience are diverse.<\/strong>\u00a0That&#8217;s why they set up dedicated channels for\u00a0<a href=\"https:\/\/www.youtube.com\/channel\/UCXqlds5f7B2OOs9vQuevl4A\">bike<\/a>\u00a0fans,\u00a0<a href=\"https:\/\/www.youtube.com\/channel\/UC0mJA1lqKjB4Qaaa2PNf0zg\">motorsports<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/channel\/UCTtEhdlWz5erVK734-Gn0VQ\">winter sports<\/a>,<a href=\"https:\/\/www.youtube.com\/channel\/UCf9ZbGG906ADVVtNMgctVrA\">\u00a0skateboarding<\/a>\u00a0but also dance and\u00a0<a href=\"https:\/\/www.youtube.com\/user\/RedBulleSport\">gaming<\/a>. Each of them featuring massive subscriber counts and following a content strategy that\u2019s tailored to the interests of the target audience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/63e817b3-61c0ba9e16cf2547b4fe3085_9-1024x576-1.png\" alt=\"\" class=\"wp-image-1082\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/63e817b3-61c0ba9e16cf2547b4fe3085_9-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/63e817b3-61c0ba9e16cf2547b4fe3085_9-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/63e817b3-61c0ba9e16cf2547b4fe3085_9-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The main&nbsp;<strong>advantage of this YouTube channel setup&nbsp;<\/strong>is that it&#8217;s tailored to the interests of various target groups.However, there are certain&nbsp;<strong>limitations<\/strong>&nbsp;to this strategy as well:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Not understood by everyone<\/strong>. Yet again: you don\u2019t reach audiences not speaking English &#8211; YouTube\u2019s Translation Tools help but aren\u2019t perfect.<\/li>\n\n\n\n<li><strong>More difficult to manage<\/strong>\u00a0since you have different video marketing teams.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>So much for the 2 ways to reach a global audience with a centralized approach &#8211; driven by the headquarters. With the English language only.But of course, there\u2019s also another approach:&nbsp;<strong>a decentralized strategy<\/strong>&nbsp;for your global YouTube marketing. And this way you go for multiple languages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Decentralized Approach for YouTube<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/952a9aaf-61c0ba9f3cc923538cb0061b_8-1-1024x576-1.png\" alt=\"\" class=\"wp-image-1083\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/952a9aaf-61c0ba9f3cc923538cb0061b_8-1-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/952a9aaf-61c0ba9f3cc923538cb0061b_8-1-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/952a9aaf-61c0ba9f3cc923538cb0061b_8-1-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>With a decentralized approach, both the headquarters and local marketing managers work together on video production.To make this setup work you need<strong>&nbsp;guidance, trust, and support&nbsp;<\/strong>from your corporate headquarters and&nbsp;<strong>the market knowledge<\/strong>&nbsp;from the marketing departments in the different countries your company is operating in.This market knowledge mainly refers to&nbsp;<strong>unique cultural characteristics<\/strong>,&nbsp;<strong>language specifics<\/strong>, or&nbsp;<strong>other market needs<\/strong>&nbsp;that are typical for the region.The high prioritization of local markets can also be seen in the YouTube channel setup: the brand hub channel, which is also held in English, gets accompanied and supported by a wide range of YouTube channels that are run in the language of the region or local market.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">c) Brand Hub with Regional Channels<\/h2>\n\n\n\n<p>Let&#8217;s explain the core characteristics of this&nbsp;<em>Think Global. Act Local<\/em>&nbsp;setup:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You have a<strong>\u00a0Global English Brand hub<\/strong><\/li>\n\n\n\n<li><strong>Supported by YouTube channels tailored to countries or languages.<\/strong><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>The supporting channels aren&#8217;t focused on target groups. That\u2019s important to mention. So this setup is not user-centered but rather reflects the internal architecture of the organization. With all its disadvantages.This approach often gets used by brands that want to&nbsp;<strong>reach a global audience<\/strong>&nbsp;yet also want to take into account regional differences.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\u201dIf your brand varies slightly in different countries\/regions, this strategy allows you to incorporate those differences into your channel strategy.\u201d<\/em><strong>\u00a0<\/strong><a href=\"https:\/\/support.google.com\/youtube\/answer\/6070467?hl=en\">YouTube Help<\/a><\/p><\/blockquote><\/figure>\n\n\n\n<p>Find below a list of big FMCG and B2B brands that fall into this category.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/730cd841-61c0ba9f3cc923a53bb0061c_11-1024x576-1.png\" alt=\"\" class=\"wp-image-1084\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/730cd841-61c0ba9f3cc923a53bb0061c_11-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/730cd841-61c0ba9f3cc923a53bb0061c_11-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/730cd841-61c0ba9f3cc923a53bb0061c_11-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Examples include\u00a0<a href=\"https:\/\/www.youtube.com\/user\/Apple\">Apple<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/user\/SamsungMobile\">Samsung<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/user\/IKEA\/channels\">IKEA<\/a>, cosmetics giant\u00a0<a href=\"https:\/\/www.youtube.com\/channel\/UCgmvz6qxtga4W6n1mfmM0Zw\">L\u2019Or\u00e9al,<\/a><a href=\"https:\/\/www.youtube.com\/user\/cocacola\">Coca-Cola<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/user\/allianz\">Allianz<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/user\/PayPal\">Paypal<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/user\/Starbucks\">Starbucks<\/a>\u00a0automotive brands like Mercedes-Benz or\u00a0<a href=\"https:\/\/www.youtube.com\/results?search_query=toyota&amp;sp=EgIQAg%253D%253D\">Toyota<\/a>, B2B brands like Siemens, or the entertainment brand\u00a0<a href=\"https:\/\/www.youtube.com\/user\/starwars\">Star Wars<\/a>.Video production is mostly done on\u00a0<strong>both headquarters and country levels.\u00a0<\/strong>The corporate headquarters creates videos, mostly on universal topics that are<strong>\u00a0relevant to all markets.<\/strong>\u00a0These videos then get published on the main YouTube channel, the global brand hub.But some videos coming from headquarters might also get translated and published on the supporting country channels. This is mostly true for\u00a0<strong>product videos that get launched across the globe<\/strong>.So, for instance, if Apple or Samsung launch new devices, the original English video gets translated into German, Japanese, Spanish, etc. And then it&#8217;s published on the language-specific YouTube Channels.Dutch bank\u00a0<a href=\"https:\/\/www.youtube.com\/user\/ing\">ING<\/a>\u00a0is a good example of this strategy. The English brand hub features financial results and the overall strategy. Local markets run their own YouTube channel &#8211; mostly powered by ads.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/92e31632-61c0ba9f5e4028999b81792a_12-1024x576-1.png\" alt=\"\" class=\"wp-image-1085\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/92e31632-61c0ba9f5e4028999b81792a_12-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/92e31632-61c0ba9f5e4028999b81792a_12-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/92e31632-61c0ba9f5e4028999b81792a_12-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The same structure can be observed at\u00a0<a href=\"https:\/\/www.youtube.com\/user\/HiltiGroup\">HILTI<\/a>\u00a0Group, based in Liechtenstein.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/0ee7a688-61c0ba9f31b29dd54956c12c_13-1024x576-1.png\" alt=\"\" class=\"wp-image-1087\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/0ee7a688-61c0ba9f31b29dd54956c12c_13-1024x576-1.png 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/0ee7a688-61c0ba9f31b29dd54956c12c_13-1024x576-1-300x169.png 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/0ee7a688-61c0ba9f31b29dd54956c12c_13-1024x576-1-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>But not all brands follow this strategy. Nutrition brands&nbsp;<a href=\"https:\/\/www.youtube.com\/results?search_query=maggi&amp;sp=EgIQAg%253D%253D\">Maggi<\/a>&nbsp;and&nbsp;<a href=\"https:\/\/www.youtube.com\/results?search_query=knorr&amp;sp=EgIQAg%253D%253D\">Knorr<\/a>&nbsp;feature a bunch of regional YouTube channels but lack a brand hub. Don&#8217;t they need one?<a href=\"https:\/\/www.youtube.com\/results?search_query=miele&amp;sp=EgIQAg%253D%253D\">Miele<\/a>,&nbsp;<a href=\"https:\/\/www.youtube.com\/results?search_query=tchibo&amp;sp=EhgQApIBEwoJL20vMDhmYjN6KgZ0Y2hpYm8%253D\">Tchibo<\/a>, or&nbsp;<a href=\"https:\/\/www.youtube.com\/results?search_query=nescafe&amp;sp=EgIQAg%253D%253D\">Nescaf\u00e9<\/a>, on the other hand, seem to have a brand hub but it isn&#8217;t English. Miele&#8217;s and Tchibo&#8217;s YouTube strategies circle around German, Nescaf\u00e9&#8217;s brand hub is Italian. Is this a smart move?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pros and Cons<\/h3>\n\n\n\n<p>Let\u2019s look at the<strong>&nbsp;advantages and disadvantages<\/strong>&nbsp;of this YouTube content strategy. The&nbsp;<strong>Pros of the decentralized approach&nbsp;<\/strong>are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>No language barriers:<\/strong>\u00a0videos can be understood by all people in a specific country.<\/li>\n\n\n\n<li><strong>It&#8217;s easy to run local initiatives<\/strong>\u00a0(e.g. country-specific promotions).<\/li>\n\n\n\n<li>You may have a\u00a0<strong>more engaged, healthier community<\/strong>\u00a0assuming your audience is following the correct localized account and the content suits the audience.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>If all this is true all of your messaging will be relevant to your audience. And this is likely to lead to a more engaged, healthy community (&#8211;&gt; more likes, more comments, more shares).Yet there are also&nbsp;<strong>disadvantages<\/strong>. And they are severe:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your channel\u00a0<strong>subs and views get fragmented<\/strong>: it\u2019s difficult to build up accounts with high audience numbers.<\/li>\n\n\n\n<li>Your channel setup is<strong>\u00a0more expensive and complex to manage.<\/strong>\u00a0Local editorial boards are needed.<\/li>\n\n\n\n<li><strong>Messaging, tone of voice, and branding are hard to control.\u00a0<\/strong>In reality, country-specific YouTube brand channels are mostly kind of chaotic. They tend to have low subscriber numbers and no clear content strategy.<\/li>\n\n\n\n<li><strong>The channel setup is potentially confusing for your audience.\u00a0<\/strong>This might result in the fact that your local audience may end up following the &#8220;wrong&#8221; account of another country.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Annex: One YouTube Channel with Multi-Language Playlists<\/h2>\n\n\n\n<p>I&#8217;m getting asked sometimes if it wouldn&#8217;t be smarter to just have one YouTube channel with playlists for all the languages. This makes channel management as well as consistent messaging and branding much easier. Brands that heavily rely on paid media like&nbsp;<a href=\"https:\/\/www.youtube.com\/user\/nespresso\">Nespresso<\/a>&nbsp;for instance follow this approach.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"571\" src=\"https:\/\/wtest.tubics.com\/wp-content\/uploads\/5dcf91a8-61c0ba9f982019bb5fa05941_nespresso-youtube-1-1024x571-1.jpeg\" alt=\"\" class=\"wp-image-1088\" srcset=\"https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/5dcf91a8-61c0ba9f982019bb5fa05941_nespresso-youtube-1-1024x571-1.jpeg 1024w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/5dcf91a8-61c0ba9f982019bb5fa05941_nespresso-youtube-1-1024x571-1-300x167.jpeg 300w, https:\/\/storage.googleapis.com\/tubics-website-data\/2024\/09\/5dcf91a8-61c0ba9f982019bb5fa05941_nespresso-youtube-1-1024x571-1-768x428.jpeg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>My answer is: For Search, audience development, and a successful user journey this approach is just too short-sighted.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\u201dYour channel will get posts, comments, and feed updates in many different languages. This may be confusing for your audience.\u201d<\/em>\u00a0<a href=\"https:\/\/support.google.com\/youtube\/answer\/6070467?hl=en\">YouTube Help<\/a><\/p><\/blockquote><\/figure>\n\n\n\n<p>Getting organic views or subscribers on YouTube will never work this way. You will always have to feed YouTube ad money to grow your channel AND you need a guy like George Clooney presenting your content ;-)That&#8217;s why I don&#8217;t consider this a strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Summary<\/h2>\n\n\n\n<p>We&#8217;ve now explained&nbsp;<strong>the three main YouTube channel setups<\/strong>&nbsp;that you can choose when you like to reach a global audience with multiple languages. Let&#8217;s sum them up again:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A centralized approach with one English channel (Airbnb).<\/li>\n\n\n\n<li>A centralized approach with one main channel that gets support by channels tailored to specific target groups (Red Bull).<\/li>\n\n\n\n<li>A decentralized approach with an English brand hub channel that gets supported by country or language-specific Youtube channels (Samsung, Hilti, or ING).<\/li>\n<\/ol>\n\n\n\n<p><\/p>\n\n\n\n<p>All of these setups have their Pros and Cons. If you&#8217;d like to discuss your setup just&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/matthias-funk\/\">contact me on LinkedIn<\/a>.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many brands going international have videos in multiple languages on their YouTube channels. This requires a lot of management and money. In this article, I\u2019ll explain the 3 YouTube strategies that big global brands are following and help you to decide which one is right for your brand.<\/p>\n","protected":false},"author":1,"featured_media":1076,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[6],"tags":[],"class_list":["post-1075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-youtube-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The RIGHT Strategy for Your Global YouTube Channel - tubics<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The RIGHT Strategy for Your Global YouTube Channel - tubics\" \/>\n<meta property=\"og:description\" content=\"Many brands going international have videos in multiple languages on their YouTube channels. 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