Innovation Highlight: YouTube and the Arts

As with any platform that contains a large amount of competing content, it’s important to create videos that stand out. Read on for three tips from our webinar on leveraging YouTube and to see how two organizations are illustrating different ways to achieve best practices.

Tip #1: Strategy Comes First

As we heard from our webinar speakers, it’s much better to have 10 good videos than 1 viral video. A key metric in YouTube’s algorithm is time spent on the site, so creating opportunities for your viewers to explore further into your channel or across YouTube is an important step to bring more users to your content.

In order to do so effectively, it is imperative to have a strong digital strategy when shaping (or re-shaping) your channel. Your videos should share a common objective that aligns with your mission - and, just as importantly, resonates with your viewers.

The following tips will show two different perspectives on how organizations have created content that connects with both existing and new audiences.

Tip #2: What More Can You Offer Your Audience?

The newest YouTube initiative from The Dallas Opera arose from the need to change course after shutting down for COVID-19. Unlike many other performing arts institutions, the Opera did not have a video archive they could begin to post. So, the team got creative - what could they offer that would resonate with their audience of opera lovers, if not showing opera itself?

In an interview with NBC, the Director of Artistic Administration, David Lomeli, described his thought process: “... I started to think, ‘Why not instead of being the NBA, why don’t we become the ESPN and we talk about it … We don’t sing, but we talk about in different ways.” Thus, TDO Network was born.

TDO Network provides a television-like schedule of shows hosted by members of the opera community, with topics ranging from fun behind-the-scenes facts to lifestyle and business tips relevant to those both in and out of the opera industry. These videos allow fans to explore perspectives on all areas of their life through an opera lens. The channel’s personal tone has been a success, striking a chord with thousands of viewers around the world.

In these challenging times, arts organizations cannot always provide their typical offerings. TDO Network shows the value of using a deep understanding of your audience to find new ways to connect with them.

Tip #3: Find Your Niche

In 2013, Emily Graslie joined the Field Museum in Chicago as their Chief Curiosity Correspondent, bringing along her own YouTube channel. This channel, called The Brain Scoop, became the official educational video series of the museum. 

Brain Scoop is a treasure trove of content for science lovers. In its videos, Emily explores questions such as “Why did King Tut have a flat head?” and “How do taxidermists preserve snakes?” through honest and engaging conversations with experts. While the museum is present throughout the channel, the real focus is providing viewers with the in-depth knowledge they crave on a variety of scientific topics.

By centering content and presenting it with a signature fun tone, Brain Scoop has become a resource for all science enthusiasts who want to learn through entertaining videos - even those who have never heard of the Field Museum. 

Emily and The Field Museum’s initiative shows that institutions can leverage their expertise to provide offerings of real value to subject matter enthusiasts, and truly expand their reach.

Thinking about how your organization can use YouTube to connect with audiences? Check out our Digital Arts and Culture Center and see other examples of innovative digital initiatives used by arts organizations. 

ABA Members: we are here to help you develop your digital objectives - contact your member advisor for more information.