Pick a strategy for reaching global audiences

As your channel grows and you reach viewers around the world, consider creating different channels for different languages or countries/regions. Below are three strategies for reaching global audiences.

To help you reach a more global audience, your community can add subtitles in their own languages or manually add translations.
Maintain one channel with content in multiple languages

Keep all of your content on one channel. Upload videos in multiple languages for different geographies.

Branding

Your brand will be consistent across countries/regions. If your audience uses the same terms to search for your brand regardless of language, your channel will be easier to discover.

Engagement

Using a single channel consolidates your viewership and subscribers. It also makes it easier for viewers to find your channel in YouTube Search.

Your channel will get posts, comments and feed updates in many different languages. This may be confusing for your audience.

To help your audience:

Management

With all of your content in one place, your team can focus on managing a single channel, making it easier to maintain consistent global branding and tone. 

Create separate channels for different languages

Create separate channels for different languages and geographies. This strategy is helpful for languages with varied alphabets or search terms.

Branding

You can customise each channel to its local audience and easily incorporate local events and promotions. If your brand varies slightly in different countries/regions, this strategy allows you to incorporate those differences into your channel strategy.

Engagement

Separate channels give you focused communication with your different audiences. All items on each channel will be tailored to a specific audience, which may be an improved viewer experience. Viewers may be less likely to get confused or disengaged because of varying language content.

To improve discoverability:

  • Specify the language or geography of each channel so viewers can find their local channel in YouTube searches.
  • Cross-promote your various language channels between each other to improve discoverability. 
  • Add channels of interest to the 'featured channels' section of your channel page. 

Management

Each individual channel will need ongoing maintenance and attention. Make sure that your brand can devote enough resources to maintain each channel with a regular upload and engagement schedule.

Create one global channel and supporting local channels

Use a single channel to serve as your brand's main channel to feature global campaigns. Create supporting local channels for different languages and countries/regions.

Branding

Use your main channel for global content and local channels for events and promotions. Create consistent templates for your video metadata and thumbnails to maintain consistency across your channels.

Engagement

While viewers and subscribers may be split among multiple channels, viewers get a consistent but localised experience. Use the main global channel to drive viewers to your local channels using video metadata, channel descriptions and featured channel programming. 

More frequent uploads on the local channels can help their discoverability in YouTube search.

Management

This channel organisation structure requires coordination between global and local teams but lets you customise your brand message for local markets. This strategy requires the most time and effort to maintain.

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