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Enhance the YouTube experience for creators.

  • Related to Product Improvement
  • For Consumer PM
  Google
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Answers (1)

CQ:

  1. What’s the goal -> the goal should be to improve engagement metrics for creators in Youtube

  2. Geography -> India

  3. Platform like web or app -> this is immaterial though the traction of certain product categories could be higher on app like short videos. Consider we are focusing on app

  4. Timelines/constraints -> 3 months

 

Summarise: Given Google’s and youtube’s mission, it makes sense to focus on the engagement of creators as well given the huge consumer segment. Improving the experience for creators will help in improving the same for consumers

 

Users:

  1. Creators

    1. Short content -> <5mins -> focusing on this segment as the frequency of occurrence is highest and the opportunity to create an impact

    2. Medium Length -> 5-10mins

    3. Long length content -> >10mins

  2. Sponsors

 

Use Case/Pain Points:

  1. Before creation

    1. Motivation to create the video

    2. Not aware on what subject to create the video -> P0, comes first on Maslow’s hierarchy of needs; H impact basis occurrence

    3. Technical and functional knowhow of video editing to create a good post -> P1, M-H impact considering that these days people are having smart phones and are anyways creating videos via native camera, whatsapp etc. so the knowledge gap will not be alarming but a definite ask as P1

  2. After creation

    1. Getting reactions is critical to keep up the momentum for the creator to create more videos -> P2

    2. Going through a barrage of comments is a challenge to understand user taste and feedback -> P3

 

Prioritising for P0 & P1 considering the available 3 months timeline

 

Solutions:

  1. Subject Awareness:

    1. Show the person what’s trending in the last 1 week or day with filters based on preference for education, entertainment, news, sports etc. -> H impact, L-M effort

    2. Understand users experience, competence and basis that give suggestions on what type of videos can be created

  2. Technical know-how

    1. Educational videos (Video SOP)

    2. Guide through easy steps -> H impact, L-M effort

 

Metrics:

 

  1. North Star -> No of videos created (not length since these are short videos)

  2. Engagement:

    1. DAU, WAU, MAU

    2. No of videos created/weekly active creator

    3. % instances wherein the trending cum filter feature was used to create the video