Engage Your Audience

When traveling deep into the wilds

of family content, there are some
essentials you will need to keep
close at hand and top of mind.
Some of these tips are as old as time. Some are specific
to new media. This section of the Field Guide will help
you keep your audience engaged—and eager for your
next episode.

18 Creating for YouTube Kids Field Guide

 Engage Your Audience > Character

Character
Create Connections

Let’s face it, we humans are social creatures. Creating

interesting characters that children can connect with
is key to creating great content. These can be fictional
characters, yourself, real kids, sock puppets or pet
rocks. That is, as long as kids care about them.

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 Engage Your Audience > Character

Relatable and Imperfect Characters

Think about interesting—and imperfect—characters.
Characters who have interests and quirks and hopes and fears that
make them real. Characters who learn and grow along with your viewers.
Characters who might inspire some kids to jump up and down and say: SoulPancake/Kid President
Kid President embodies the relatable feeling that
kids know exactly what to do—if everybody would
just listen.

* Just like me—Your characters can have 3 eyes

and spaghetti for hair. We are talking about the
mind-meld, soul-sibling kind of connection—not
superficial stuff.

Or, it may sound more like this:

Cool School/Crafty Carol
Even hosts don’t have to be perfect. Crafty Carol adds
a wallop of geeky enthusiasm to the DIY format.

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 Engage Your Audience > Character

Go Beyond Stereotypes
Great characters have depth.
Stereotypical characters like ‘the bossy big sister’ and ‘the nerdy boy Mother Goose Club Playhouse
After the success of its initial channel, Mother Goose
scientist’—yawn—tend to be one-trick ponies that do little to make your
Club, Sockeye Media launched a second channel as a
show memorable. Even worse, lazy character design can inadvertently way to show more—and more diverse—real people.
perpetuate sexist, racist and other damaging ‘-ist’ attitudes.

Characters make or break your show. Why would your viewers want
to hang out with someone they don’t like? Take the time to create
unique, multidimensional characters. Include characters with different
backgrounds and abilities that reflect your diverse audience. In addition
to promoting understanding, an interesting and diverse set of characters
will make more families feel more included—and more interested in
watching your show!

SoulPancake/Why Some Muslims Don’t Wear a Hijab

Both the interviewer and interviewee regularly go
beyond stereotypes in the Have a Little Faith series.

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 Engage Your Audience > Character

Champion Gender Equality

Aim for about 50/50—just like in real life.
Crash Course Kids
By short-changing female characters in number or quality, you are sending Sabrina is a smart, science-savvy female host.

a subtle but powerful message to kids and families that girls don’t matter
as much. Some simple tips for making sure your show is gender-inclusive*:

1. Review your script and change up some of the characters until about
50% are female.

2. Add more girls/women to crowd scenes to reach about 50%

female characters. KIDZ BOP
KIDZ BOP has an even gender balance of stars who
3. No need to feel limited in your character design—girls can do and treat each other with mutual, musical respect.

be anything!

Resources

Gender in Media (SeeJane.org) Talking About LGBTQ (HRC.org)

How to Create Diverse Characters Mind the (Diversity) Gap

(LatinosinKidLit) (JoanGanzCooneyCenter)

Cartoon Network/Steven Universe

* These handy tips are from SeeJane.org Connie and Steven team up to fight the forces of evil—
and show that each gender can pack a punch.

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 Engage Your Audience > Character

Embrace Empathy
Let’s face it, kids can have a lot of things to worry
about these days.
Will there be a bathroom at school? Will my parents get a divorce? Is there
an alien serpent living in my sock drawer? Does Mom love the new baby
Pocoyo/A Little Something Between Friends
more than me? Will I always get picked last? Will I ever get my braces off? Viewers empathize with Pocoyo as he works through
a fight with Pato—and discovers that hugging it out
How can you help? One powerful tool is to model the expected behavior is ultimately more fun than staying angry.

through a character or object to help diffuse anxiety and figure out

constructive solutions. When kids feel connected to a character, they can
share in the emotional journey and perhaps be inspired to clear that hurdle
along with their character counterpart. In other words:
MattyBRaps/Cyndi Lauper–True Colors

Of course we know a good story is not all sunshine and lollipops. Bad
behaviors can be used to make the positive model more powerful and
obvious. And, even the most jaded characters should have a sweet spot
Sesame Street/Trash Gordon’s Workout
that makes them ‘human.’ Remember how Oscar the Grouch dotes on his
pet worm, Slimey?

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A Word About Kids in Videos

And while we’re talking about empathy, a quick note
about featuring real kids in your videos: Kids often like
to see real kids and families onscreen.
It can be incredibly empowering and inspiring. Just be sure that the kids
you feature are enthusiastic about the experience and 100% on board.
Always secure parental consent for all participating kids. And, of course,
respect your young stars. Never make fun of, humiliate, or belittle them,
and never put them in harmful or inappropriate situations that may Cute Girls Hairstyles/Dad Teaches How to Create
cause emotional or physical distress. Don’t forget to put yourself in your Pippi Longstocking Braids

viewers’ shoes too - what may be considered ok for you and your family
may not be ok for everyone. With the whole world watching on YouTube
Kids, it’s in your best interest to avoid uploading videos that could be seen
as inappropriate in any way by a global audience.

Note: Now would be a good time to revisit our To Do’s and To Don’ts with
real kids in mind. Please always follow YouTube’s Community Guidelines
and ensure you abide by all applicable child labor laws, rules and
regulations when you feature minors in your content.

Resources
CharlisCraftyKitchen/Birthday Fruit Pops & Veggie
Making Caring Common Project Men
(Harvard U.)

Social and Emotional Learning

(Edutopia)

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 Engage Your Audience > Story

Story
Tell a Great Story

The story of your show might be a Once Upon a Time-

type deal or a My Trip to the Firehouse. No matter
which story you are telling, take a page from the BEST
bedtime books:

Beginning: Captivate your

audience right away

Middle: Present a problem or

obstacle to overcome

End: Find resolution and facilitate

sweet dreams

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 Engage Your Audience > Story

Grab Attention
Your viewers should be roped into your story within the
first 5-15 seconds of your video. Use surprising visuals,
a short, catchy intro song or an inviting character to
grab attention early—and don’t let go!

Complete the Arc

Making a great video with a compelling story depends
on how you build the story. The arc of your story should
follow the arc of your character’s emotional journey.

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 Engage Your Audience > Story

Make It Your Own

Add your own twist and funky fresh style. Just like
thumbprints and snowflakes, no two stories are alike.
Take a classic nursery rhyme like Jack and Jill, for instance. Maybe in
your version, Jill decides she is sick and tired of schlepping water and
starts an epic water fight atop the hill, resulting in the world’s first water
slide. Or, maybe you insert silly sound effects and encourage viewers to
shout out the missing words. Or you try saying everything superspeed.
Or reeeeeeallly sloooowly. Or underwater. Or in Nepalese.

The possibilities are endless. Don’t settle for the same old, same old.
Make the story your own.

Resource

The Story Map (PBS Kids)

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 Engage Your Audience > Story

Air Bud TV/Puppy Preschool

Ms. Lena brings the mystery genre to the preschool
set with a delightful story and audience participation.

HISHE Kids/Fixed Fairy Tales

notebookbabies/Someone Who Gets You
The Fixed Fairy Tale series starts with classic stories
This tight story arc follows the main character on a but makes each tale its own by adding clever, modern
simple but poignant journey to find someone who twists.
gets his jokes.

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 Engage Your Audience > Interaction

Interaction
Go Beyond the Screen

Find ways to extend the experience of your show beyond

the screen.
Encourage kids to get their blood pumping, oxygen to their brains and
ideas spilling over into their own lives. As a famous neurophysiologist*
once said, “Movement anchors thought.” So, hike up your gym socks and:

Jump up! Prance like a pony! Kiss your elbows!** Grab your roller skates
and unleash your knowledge on the world!

* Famous neurophysiologist = Dr. Carla Hannaford

** If you can kiss your elbows, we will send you a unicorn in the mail.***
*** This is a joke. Unicorns do not like cramped spaces, and we would never
subject them to parcel post.

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 Engage Your Audience > Interaction

Get Moving
Get off your tushies and give me 20! Find ways to get
kids dancing, singing and otherwise moving around—
it’s good for bodies, brains AND engagement.

Talk Back ThePopUps/Pretend We Forgot

From helping Dora (again) to clapping for Tinkerbell,

younger viewers in the family respond to responding.
Try sing-alongs, call-and-response chants, shouting out answers,
cheering on characters…wait, what do you think is the best way to get
your audience to respond? (pause) Whoa. That is MAD BRILLIANT!

Ask questions with only ONE answer: “How many slugs came
to the picnic?…7!” Cosmic Kids Zen Den/Hidden Treasure!

Ask questions with ANY answer: “Where would YOU go in your

rocket ship?…No way! Amazing!”

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 Engage Your Audience > Interaction

Make Stuff
What better way to bring the safari home than to create your own toilet roll
binoculars? Or simultaneously amuse and amaze your family with a science
Full-Time Kid/DIY Piñata
experiment? Making stuff is fun. Just follow these three simple rules:

1. Use a short list of common household materials.

2. Make sure the number and complexity of steps are age-appropriate.
3. Make something that actually works. Well.

Find Stuff Peep and the Big Wide World/Collecting and Sorting

Get some fresh air! Inspire your audience to look for things that extend
the experience of your show—find leaves, earthworms, bottle caps,
metamorphic rocks and other fascinating discoveries. And, if it’s a living
thing, remind viewers to treat it gently. Especially if it’s a puma.

Test Stuff
Which falls faster, a teddy bear or a book? Is pond scum an acid or a
base? How many times can you fold a piece of paper in half? Inspire kids
to take the learning into their own messy hands. Just remember to adjust
directions for a young audience—or your experiments will fizzle like a DIY
volcano without the baking soda.
WhizKidScience/ EGG IN A BOTTLE Easy Kids
Science Experiments

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 Engage Your Audience > Interaction

Save the World

Let’s face it, kids are our great hope for the future, and
they really do help create sustainable change—starting NFSA Films/Change The World In 5 Minutes–
Everyday at School
with their own families. Because of well-designed,
entertaining media, kids introduced their parents to
recycling and nagged them to stop smoking. What will
your content inspire?

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 Engage Your Audience > Authenticity

Authenticity
Be Real

Bring your genuine self to the table and dish it out.

YouTube Kids viewers expect it.
Your unique voice can also differentiate your show and help it stand out from
the crowd. You may choose to speak directly to your audience – or not. Your
show may be grounded in the real world – or not. That said, remember to
put yourself in your viewers’ shoes too – what may be considered authentic
to you may not be appropriate for everyone. And while it’s tempting to tap
into trends or shock viewers to elicit reactions and drive viewership, avoid
sensationalist tactics like these if they are not family-friendly and authentic
to your unique voice. The key to being authentic is...

So whether your show features a tour of your woodshop or a quirky sea

cucumber looking for adventure, share your genuine passion and voice with
your audience. They deserve it. Make them feel like part of the real—and
really awesome—experience you create.

Note: Please always remember our To Do’s and To Don’ts and follow
YouTube’s Community Guidelines and ensure you abide by all applicable child
labor laws, rules and regulations when you feature minors in your content.

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Real Heart
Create videos YOU care about. Let your passion and
commitment blast through the screen and electrify
your viewers.* RockBandLandOfficial/Rainbow Beast (w/ Psycho
Penguins)

* Note: That would be the figurative, harmless kind of electricity.

Not the high voltage kind.

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Behind-the-Scenes
Consider including behind-the-scenes videos, extras
and blooper segments to let your viewers in on the
thrill of creation.

Resource

Conversation (Creator Academy)

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 Engage Your Audience > Family

Family
Watch and Vlog Together

Is your show wholesome and fun and interesting and

accessible? Do parents and pipsqueaks look forward to
the next episode?
BlueWorldTV/JONATHAN BIRD’S BLUE WORLD
Well, then you have created something remarkable—a show that can
be eligible to be shown on YouTube Kids and that the whole family can
enjoy. Treat your awesome show with kid gloves. Avoid introducing
anything that may be inappropriate.

Ask yourself:

Jamie Oliver’s Food Tube/Homemade Chicken Nuggets

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A Word About Parent Vlogs

One genre that has grown up in the YouTube
community is the Parent Vlog.
When you get your whole family in on the act, there are some special
considerations to keep in mind to make sure your content puts kids and
families first. Popular vlogs have built their own active communities —
La Guardia Cross/Interview With A Toddler
many recognize the opportunity (and responsibility!) to be positive
role models for their viewers, and some are even using their
widespread influence for social good. The following creators are great
examples of families that invite viewers into their lives and produce
engaging, wholesome content that celebrates family life.

Note: Now would be a good time to revisit our To Do’s and To Don’ts.
Please always follow YouTube’s Community Guidelines and ensure you
abide by all applicable child labor laws, rules and regulations when you
feature minors in your content.

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 Engage Your Audience > Family

Judy Travis first started posting beauty tutorials as a college student. As

her family grew, she launched a second channel, It’s Judy’s Life, to record
family life ‘on the daily.’ Here are a few things this family is doing right:

Keep it Positive
It’s Judy’s Life
The Travises share “the good, the bad, the crazy” with grace and humor.

Set Boundaries
Judy and husband Benji agree on what to keep private, and they each
have veto power over final cuts.

Be Real
Judy keeps her vlog relatable by not pretending to be perfect.

Make a Difference
The Travises use their star power and massive following for social good.

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There are plenty of beauty and family-friendly videos out there, but one
thing that distinguishes Cute Girls Hairstyles is that viewers care about
this family. Really care.

Creator Mindy McKnight pairs great hair demos with a cast of friendly
family members. She launched her YouTube channel with a short Cute Girls Hairstyles
demonstration on how to make a messy bun back in 2009. By 2016, the
family had four spin-off channels. Here are some things the McKnights
are doing right:

Keep it Simple
The videos are clear and simple and never feel over-produced.

Keep it Fun for Everyone

Kids and parents enjoy participating in the videos together. Twins Brooklyn
and Bailey enjoyed it so much, they asked to launch their own channel.

Make it Matter
This is about more than just great hair—Mindy’s videos speak to the
special connection between mothers and daughters.

Get Global
Clear, step-by-step visuals encourage viewers from all over the world to
tune in. The McKnights also use search engine optimization to translate
video metadata for a global audience.

39 Creating for YouTube Kids Field Guide