Email Writing for YouTube
Client: YouTube, Toaster
Project: YouTube Shorts, Creator Update Email
Capabilities: Research, Copywriting, Email
The Toaster team reached out to see if I could step in last minute to knock out a couple emails for one of their long-standing clients, YouTube. I was happy to help. Ultimately, I had about two days to do the research and write the first draft.
The industry knows better than I do
I’d never worked with YouTube before, and so my first task was quickly getting up to speed. Because this project would be promoting a specific feature release, I started my research by reading all of the press mentions. I wanted to learn how the industry gurus were describing the feature and the abilities it would unlock for YouTube creators. I took plenty of notes!
From here, I began to freeflow some ideas into a rough wireframe I created. I wanted to see how the narrative might flow from top to bottom. I ended up with two viable options. Click on the thumbnails to expand them.
Improving through good feedback
After a round of internal reviews and some great feedback from the copywriter who normally works on the account, I made some edits and ended up with a final product that was much stronger.
Click on the tiles below to see some of the copy blocks from the email.
In Summary
This was a short turnaround project, so not a lot to summarize, other than to say the team you work with makes all the difference. We see this play out in professional sports so clearly, but it’s equally true even in a field such as copywriting.
I was happy to finally get to do some work for a Google property as I have always been a pretty big fan of their products and general philosophy.