YouTube’s One Channel redesign rolls out today, with all channels automatically migrated to the new layout. This update replaces the previous background graphic with a responsive banner image that resizes to fit any screen, allowing brands to keep the same look and feel on all viewing platforms. The new design also gives brands the ability to embed social media links in the banner, build a customized video trailer to encourage new subscribers, and offers more control to steer visitors toward selected videos with new curated content lists. The One Channel design has been in open beta since March, giving YouTube’s one-million-plus partners three months to familiarize themselves with it.
Here’s a look at three branding benefits of the new layout and how you can optimize your channel:
1. Create a trailer to reel in new visitors.
To encourage new channel subscribers, brands can now create a video trailer to showcase their company. The trailer sits at the top of the channel page and runs for about 30 seconds. It can be programmed to play exclusively for new viewers to encourage them to hit that red subscribe button.
2. Design a new banner for consistency across platforms.
The new banner feature allows for a cohesive brand look on mobile, TV and desktop. YouTube spokesman Matt McLernon says even established companies such as Walmart are investing in and updating their YouTube channels after the redesign to keep their branding unified. To enable consistency, a header graphic must be created that is optimally 2560 x 1440 pixels, and it will automatically adjust to fit different screen sizes. This is an important benefit for many small-business owners who are seeing a growing number of customers visit their websites on mobile devices.
3. Create customized playlists to connect with followers.
YouTube now offers three types of curated playlists: related channels, interest lists and content playlists of your videos. The featured lists offer brands more control and the ability to select and arrange the content they want to highlight to channel visitors.
Using the channel lists function to showcase video footage from other YouTube channels can help reinforce a brand message and connect users to content they’ll enjoy. Alternately, a business may use the feature to call attention to additional channels that it manages. For example, Intel uses the channel list to highlight its foreign language YouTube channels.