# YouTube — Platform

> Long-form video platform. Algorithm-driven, retention-focused, creator-direct.

## Defining characteristics

- Variable length (3-60+ min)
- Algorithm rewards retention + watch time
- Direct creator-viewer relationship
- Comments / community
- Monetization via ads + memberships
- SEO via title + thumbnail + description

## Length conventions

| Type | Length |
|------|--------|
| Shorts (separate) | 60s max |
| Quick tutorial | 3-7 min |
| Standard video | 8-15 min |
| Deep dive / essay | 15-30 min |
| Documentary / commentary | 30-60+ min |
| Podcast / interview | 60-120 min |

## Algorithm awareness

### Hook (first 15 seconds)
Critical for retention:
- State what the video is about
- Tease the payoff
- Ask the question viewers came for
- Visual hook (movement, edit)

### Retention beats
Spread engaging moments throughout:
- "Stay tuned for..."
- Visual variety
- Pace changes
- Peak moments mid-video

### Pattern interrupts
Break monotony every 60-90 seconds:
- Cut to b-roll
- Change of location
- Visual element
- Sound design

### End screen
Last 20s for engagement:
- Subscribe ask
- Next video tease
- Comment prompt

## Writing for YouTube

### Title-first thinking
- What would make someone click?
- Title + thumbnail = promise
- Video must DELIVER on promise
- Don't bait-and-switch

### Conversational tone
- Direct address to camera
- "You" language
- Personal anecdotes welcome
- First-person voice common

### Information density
- Pack information for engaged viewers
- But don't overload
- Visual aids reinforce

### Structure templates

#### How-To
1. Hook ("This is how you...")
2. Promise / why care
3. Steps (numbered, visual)
4. Result / proof
5. CTA

#### Essay/Commentary
1. Hook (provocative claim)
2. Setup context
3. Argument with examples
4. Counter-arguments addressed
5. Conclusion / takeaway
6. CTA

#### Vlog
1. Hook (where are we, what's happening)
2. Day's events
3. Highlights / moments
4. Reflection / takeaway
5. CTA

#### Deep dive
1. Hook (the mystery)
2. Background
3. Investigation
4. Reveals
5. Conclusion
6. CTA

## Pacing

YouTube viewers more patient than TikTok but less than streaming TV:
- Quick cuts in first 30s
- Slow down for important info
- Pattern interrupt every 60-90s
- Don't overstay welcome

## Voice and personality

YouTube creators are PERSONALITIES:
- Distinctive voice = subscriber loyalty
- Authentic > polished
- Show personality
- Brand consistency

## When to write for YouTube

- Educational/informational content
- Personality-driven content
- Long-form storytelling that doesn't fit ads
- Direct creator-audience relationship
- SEO-discoverable topics

## Differs from TikTok

| Aspect | TikTok | YouTube |
|--------|--------|---------|
| Length | <60s | 3-60min |
| Discovery | FYP algorithm | Search + recommended |
| Pacing | Maximum | Moderate |
| Voice | Trend-aware | Personality-driven |
| Production | Lo-fi ok | Higher expected |