To help planners, creative and brand managers assimilate YouTube’s power of influence, we decided to provide these professionals with something only YouTube had; something they valued and need: consumer behavior insights.

To present the project in a creative way that would impact our target audience, we had to make something relevant. Without an impressive piece, we wouldn’t get the attention we needed from such a creative and demanding market. So we decided to do the most unexpected thing coming from a digital platform: we turned YouTube into a book, the YouTube Insights. A physical book that could only come from YouTube. Besides its exclusive content, it has all of its best navigation tools and features. A book designed with digital thinking at its core.

When we decided to create a book that feels like YouTube, the first thing we defined is the need to explore YouTube’s nonlinear navigation and the features that make it possible. These are the features and what we did to bring it to the book:

Intuitive navigation – to make it easy to access specific content. Like with a simple click, we created pages with different sizes and textures.

Personalized homepage – we translated the 1000 exclusive book covers we created, by deconstructing the infinite ways the 3D icons are used to represent the types of content addressed in the book.

Playlists – Color coded pages and tabs put all content together like in a YouTube’s playlist.

Video timeline - the page numbering of the book was inspired by the YouTube bar. It shows not only where the user is, but also the amount of content consumed until that point.

The best way to prove the results of YouTube Insights is to analyze the 2017 ranking of preferred media channels for brand building. According to it, in a year, YouTube jumped from the 4th to 3rd position.