In a world of shortening attention spans and increasing options, advertising is undergoing a sea change. More and more, ads are becoming content — something people choose to watch. In this guide, we translate the tools and know-how developed by a generation of YouTube content creators to help brands develop ads that will resonate with 21st century consumers. Divided into seven sections — content marketing as part of your brand strategy, ten fundamentals to create content people love, schedule your content, optimise your content, promote your content with paid media, amplify your content with social and measurement — each presents several optimisations or strategies for building engaged audiences on YouTube. These best practices are explained in stages to help you understand each point and guide you through taking action.