Hero, Hub, Hygiene — Re-think your video content strategy

Written by on Friday, October 24, 2014


There is a problem with valuing viral videos over everything else. They are excellent way to get your video, channel and brand noticed. To get impressions. A quick fix. But relying only on them is not a sustainable strategy. For brands, it takes money and time to produce and distribute viral videos. Also luck plays a major role. Moreover, the viewers and subscribers you get from these videos have expectations that you can’t fulfill on a regular basis. They expect to get content of same caliber. For this reason a more holistic approach is required.

Hero, Hub, Hygiene is the YouTube content strategy for brands. The emphasis is put onto growing your subscriber base, your community, and turning your viewers into fans. According to YouTube, subscribers watch twice as much content as non-subscribers and drive 20 times the engagement over Facebook likes. So, instead of putting all the money into major spot-like videos the emphasis is put onto consistent and proactive content creation, and community management.

So what are Hero, Hub and Hygiene?

Hero content is intended for the broadest audience possible. Hero content is usually published right before major tent-pole happenings such as product launches, conferences, holidays and events. In a way, Heroes are the in-throwers of your YouTube channel: they get people to visit your channel but to get them stay and become regulars you need to entertain them on a regular basis. This is where Hub content comes into play.

Hub is regularly scheduled content to give “a fresh perspective of things that interests your audience” according to Brendan Gahan’s Infographic. Videos are longer and more episodic in nature. With Hub content you are able to dig deeper into your brand. They are the soul of your channel that will maintain your audience and reward them for subscribing. Both Hero and Hub content is something you actively push to your audience.

Hygiene (sometimes referred to as Sanity)
Hygiene content is usually short, always-on ‘pull’ content which your customers search information about. The focus is usually in educating your customers about your products and emphasis is in the informational rather than productional value. This content doesn’t need to be produced by the brand, it can be curated by or done in collaboration with your target audience. How to -videos and tutorials are Hygiene content.

Your channel is the hub.

To summarize, your channel is the hub itself. Your audience expects to get hub content from you regularly. Your channel lives from it. To keep your channel and the community formed around it clean and healthy you need Hygiene. This content lets you interact with your viewers, answer to their questions and service them. Hero content is what you do once or twice a year. Something that breaks the monotone of the regular schedule.

Hero/hub/hygiene video strategy isn’t only to maintain your channel but to grow your audience and to form a community. Make fans out of your subscribers.



  • Dave Coleman, YouTube, Dx3 Canada
  • Brendan Gahan’s Infographic


About the author

Satu is a YouTube certified Producer who besides producing videos looks after publishing and distribution at online video agency KLOK. She has a web development background, which has given her an edge at research and development. She excels at creative problem solving and figuring out solutions where there seems to be none. She works at developing audiences, acquiring media, researching different services and platforms as well as data analysis. She spends way too much time on YouTube.

Fazer & Finnair: Magic in the Air

Written by on Monday, October 20, 2014

Two iconic Finnish brands, Fazer and Finnair, approached us with a task including some palpable magic: Fazer’s Magic Cube luxury pralines were about to be launched and together with Finnair they wanted to offer an extra surprise.

As Finnair’s video agency we utilized our competence and experience in filming in the sky. We let the passengers experience something that would spark their imagination and surprise them during the long flight from Beijing to Helsinki.

The Magic Flight

The in-flight entertainment screens got turned into functional surfaces, where the passengers were given the chance to follow a magical journey through an animated landscape designed together with the talented Sami Saramäki of Agent Pekka. After all, everyone got a taste of the new premium chocolate.

The outcome was a documented piece from the flight and the actual magic telescope animation, which was first presented to the passengers exclusively. Both videos were cross-promoted on Fazer’s and Finnair’s YouTube channels.


About the author

KLOK is a creative agency focusing on moving images produced for targeted audiences. We write, produce and tailor-make video content for audiences on every platform from the web to mobile to TV. It takes a strategy, a plan, creative writing, producing, distribution and continuous analysis to make modern video content work. We are here to do all that.