YouTube Always On
Social-first content for @youtube on TikTok, Instagram and YouTube Shorts, including the channel's first TikTok video
Associate creative direction for @youtube's organic and paid social content across TikTok, Instagram and YouTube Shorts: custom shoots, creator partnerships, reposts and the channel's first TikTok.
YouTube was ready to make its TikTok presence official, and wanted YouTube Shorts promoted on every social platform. That meant a full organic push, with paid support, across TikTok, Instagram and YouTube.
Social-first content that leans into what already works on each platform, made with YouTube’s creators, many of whom have built their own audiences. Their platform-specific popularity carried the work to the right places: custom content, creator partnerships, reposts, custom shoots, found footage and sponsored partners.
YouTube's First TikTok Video
The first video on @youtube is a riff on YouTube's very first upload, “Me at the zoo.” Instead of a zoo full of animals, several iconic YouTube creators dress up in elephant costumes and recreate the original as accurately as they can. It works as an inside joke, and as a way to start conversation in the comments.
The Original, and the Riff
“Me at the zoo” is the first video ever uploaded to YouTube. The TikTok recreates it as faithfully as it can.
Creator Shoots
Custom shoots with YouTube creators, cut into short-form series for Shorts and other channels: a signature “You're watching YouTube Shorts” bumper, plus games and formats built around the creators themselves.
Shorts on @youtube
A selection of the Shorts published on the channel.
Challenges and Series
Formats made for Shorts and social: staring contests with a running clock, creator bingo cards, a Wednesday reaction series and a Pass the Phone chain across creators.
Spotlighting Creators
Creators' own videos, reframed for @youtube with the Shorts logo, name tags and captions. Several recurring series ran this way.
Moment of Zen and Top Creator Love
A calm series of guided breathing, ASMR and quiet desk setups, and portrait posts that put creators' own photos up front.
Square and Looping Cuts
The same creator content, sized for other feeds: square long-form videos for Twitter and Facebook, looping Short of the Day clips, and animated Yoodles.
Reels on @youtube
Reels from the same always-on program, as published on the channel's Instagram.
Content Types
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