YouTube
Project: How YouTube Works
Client: YouTube (in-house)
Role: Copy Lead
As Copy Lead for YouTube, I played a central role in the development of How YouTube Works, an external information hub aimed at providing accurate and factual information on YouTube's approach to responsibility while clarifying the role of its systems, products, and policies. I collaborated closely with cross-functional teams and external agencies to develop a 165+ page website, live-action and animated videos, and PDF handouts, adapted for 85 different countries.
My primary responsibility on the project was to lead copy development, ensuring that the language used across all materials was clear, concise, and aligned with YouTube's brand voice. I worked closely with designers and led a team of writers and art directors to ensure that the messaging was delivered in a visually compelling way that resonated with the target audience.
The result was a comprehensive information hub that demystifies the complexities of YouTube's systems, products, and policies, while also providing valuable resources to its users.
The site exceeded its first-year engagement target by 78%, and has realized 165 million unique visitors globally to date, with more than 300,000 daily users.