This is a public-facing document that outlines the GitLab.tv MVC strategy and contribution guidelines.
GitLab.tv is GitLab’s video-first content platform focused on generating valuable and viral content by enabling and encouraging contribution and distribution of GitLab video content. We currently use the GitLab Branded YouTube channel as our video-first platform.
Like all online audiences, the GitLab.tv audience is short on patience and long on content options, so they may not have a high tolerance for brands or content platforms that do not quickly meet or exceed their needs and expectations. Once they feel a brand or platform is aligned to their needs, their loyalty and patience increases. The GitLab.tv audience likes to share content they feel is valuable to others on their team.
The primary GitLab.tv audience is made up of developers and DevOps practitioners. They are individual contributors and managers who are deep in the weeds of day-to-day execution of development and operations tasks. They are most interested in content that answers a specific question or goes into specifics on a single topic. They look for content that is straightforward, concise, and has clear learning objectives. This audience is willing to watch a 40+ minute video if it offers clear takeaways and/or new information that they can directly apply to their day-to-day work. However, GitLab.tv aims to provide short, digestible video content and oftentimes, longer videos will be broken into smaller, topic-based videos as part of a series. These smaller videos are also known as micro-video content.
GitLab.tv strives to create valuable and viral content. In order to do that we need to make sure every video is customer-centric, from the script to the meta tags we add in YouTube to ensure it’s discoverable. Here are some goals to keep in mind when creating GitLab.tv content:
For more specific information on video content types, refer to the video playbook handbook.
Supplementary video assets, such as logos, bumpers, photos, graphics, animations, etc. can be found here.
All GitLab.tv video content should include a call to action (CTA). The goal is to provide frictionless conversion paths that are relevant to the viewer and easy to follow. Here’s how you can integrate CTAs in video content:
Please be sure to add a UTM code to your CTA in the video description when uploading your videos to YouTube. This required action is needed to track your video's performance.
The UTM code should follow this sequence:
How to have your video considered for promotion:
A GitLab.tv Video Channel is a content track focused on a specific audience and specific business goals. Each channel has a lead who is responsible for:
GitLab.tv channels can take many forms as long as they satisfy the GitLab.tv overall strategy, goals, and deliver ROI. Channel leads have the flexibility to define and experiment with channels of all types. The GitLab.tv team doesn’t know which channels will be successful, and none of us are as smart as all of us, so we’ve intentionally given GitLab.tv video channel leads flexibility to create and try channels of all kinds. Channels and their content are measured to gauge success, inform continual improvement and justify further investment. If a channel is not providing ROI, the GitLab.tv team may ask that it be retired.
To contribute to an existing channel, visit the channel playbook for more information on contribution guidelines.
GitLab.tv Video Channel Playbooks define the channel audience, measurable goals, content types, content distribution plan, and contribution paths. To create a GitLab.tv Video Channel Playbook, use this template and reach out to the GitLab.tv team.
Return to the main Growth Marketing Handbook.