How does YouTube help HGTV? In this video, its staff talks about how YouTube helps the network reach beyond its typical target audience of women age 24 to 54, test different versions of creative to see what resonates and increase audience engagement with the brand.


  • Reach target audience of women 25-54
  • Converse with influencers to generate buzz
  • Optimize content to improve engagement


  • Used YouTube Insights to inform decisions about creative
  • Tested creative over time and shuffled accordingly
  • Targeted specific audiences


  • Reached 45% engagement level for "Selling NY"
  • Improved ability to tease new programs
  • Reached target more effectively
September 2011