Six formats, each planned for the place it runs, with series at the center. We also make integrations inside creators' own videos and one-off creator projects, and run them through the same stages.
| Format | Runs on | Shape | Audio version | Measured on | Suits |
|---|---|---|---|---|---|
| Creator-hosted series | The creator's channel first, then the brand's | 6 to 10 episodes, 10 to 25 minutes each | Optional audio edit for podcast apps | Watch time, episodes finished, brand lift | Brands that want repeated time with one audience |
| Docuseries | The brand's channel and the presenter's | 3 to 6 chapters, 15 to 40 minutes each | Rarely; the pictures carry it | Average percentage viewed, returning viewers, brand lift | Brands with access worth filming |
| Video podcast | YouTube first, podcast apps second | Weekly or fortnightly, 30 to 60 minutes | Yes, cut from the same session | Watch time, returning viewers, consumption on audio | Brands with expertise and a long horizon |
| Narrative podcast | Podcast apps, with YouTube as a second home | 6 to 8 episodes, 20 to 35 minutes each | It is the audio | Consumption, follows, season completion, brand lift | Subjects that are better heard than seen |
| Tentpole special | The creator's channel, with a cut for the brand | One episode, 20 to 45 minutes | No | Watch time over 90 days, search lift, brand lift | Launches and dates that matter to the brand |
| Shorts series | The creator's Shorts feed, then the brand's | 10 to 30 episodes | No | Views, viewed versus swiped away, clicks to long episodes | Reach and a way into a long series |
Shapes are the ranges we plan to, not industry standards.
Start with the audience, then the amount of time the brand wants with it. A season gives the brand repeated time with the same viewers, a special gives it one large moment, and a Shorts run gives it reach and a way in to the long episodes. An integration in a creator's regular video puts the brand in front of that audience once, which suits a launch or a first test before a season.
Then look at what the brand can bring. Access to real people and places suits a docuseries, expertise suits a video podcast, and a subject that is better heard than seen suits a narrative podcast. When the answer is not obvious, development settles it, with two or three formats written up for the brand to compare.
Read how to brief a seriesA paragraph is enough to start. We answer with questions first, then with an idea.
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