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Events Channel playbook

The Events Channel will act as an educational platform that highlights and supports GitLab's live and virtual events. Our audience of tech managers and leaders from a variety of industries will find informative content including demos, keynotes, and interviews on the GitLab events channel.

Ultimately, the Events Channel will promote brand awareness and thought leadership as well as offer educational opportunities for our audience of developers, engineers and those looking to get started with DevOps and/or GitLab.

Success Metrics

These goals are measured as traffic from YouTube to key Event pages, as outlined below in the Content Types and Guidelines section.

Audience Events Channel allows the wider GitLab community as well as individuals and companies from all industries interested in DevOps and/or GitLab to engage with the company's outward-facing virtual and live events, webinars as well as thought leadership content in the area of DevOps. The audience for this channel consists of a wide range of individuals from individual developers and full-time engineers to managers and tech stakeholders. For the purposes of this channel, we split the audience into two main groups:

Regular GitLab users: This segment of the audience is the most likely to binge on this channel's event and thought leadership content because they are already engaged and locked into the GitLab community. 

People who are looking to get started with DevOps and/or GitLab: This segment of the audience is either interested in GitLab as a corporate or individual user, but may not have interfaced with the tool just yet. They may also be doing research on DevOps, and found GitLab along the way. Webinars and instructional event content may be of most interest to these folks as the channel will likely be more of an educational outlet for this segment of the audience.

Content Types and Guidelines

To keep the Events Channel focused on its intended audience, please adhere to the following content guidelines and content types. Specifically, we are looking for content that highlights:

  1. GitLab-hosted virtual and live events

  2. GitLab team members that want to host a virtual event, i.e. Go Live
  3. The content should be targeted to the audience described above. We are looking for customer or community-focused content.

If you have a suggestion for a video type not listed or you are not sure if your video meets the criteria above, please contact PLEASE NOTE: We do not publish videos that include disparaging information about other brands and products or that infringes on intellectual property.

Video assets

Supplementary video assets, such as logos, bumpers, photos, graphics, animations, etc. can be found here.

Go Live

Start with the Go Live decision tree to determine what sort of video, i.e. lightweight virtual event or webcast, you can contribute to the Events channel.

Uploading criteria:

PLEASE NOTE: We cannot post videos or presentations that we do not have written consent to share. This applies to content from other companies and individuals as well as presentations done by GitLab. Please contact to confirm permissions.


Video contributions that meet the playbook criteria will be uploaded to the GitLab Brand Channel and added to the Events Channel playlist. Selected videos will also be distributed on relevant web pages.


These are the possible ways you can have your event video promoted through internal and external channels:

  1. Featured in GitLab event follow up email/s (DRI must create issue to enable this step)
  2. Consideration for featuring in GitLab Events video band
  3. Submit to GitLab social team for consideration (DRI must create issue to enable this step)
  4. Submit to GitLab editorial team for consideration on the blog and/or bi-weekly newsletter (DRI must create issue to enable this step)
  5. Third-party content platforms (e.g. like, industry blogs, etc.)
  6. Highlighted on GitLab’s weekly “This Week at GitLab” video series (Based on viewership numbers, topic and speaker)
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