Your association wants to get its message to a broader audience, has invested in video, and has ideas ready to go. Now what? How do you turn a fledgling video campaign into a rousing online success? With more and more organizations turning to video, the competition is cutthroat, but a new piece by the Wall Street Journal‘s Nathalie Tadena could give you the inside scoop.

On Monday, YouTube launched the first episode of its “Behind the Scenes” series to address that very problem, featuring an in-depth look into skincare brand Clean & Clear’s “See the Real Me” campaign. The four-part series feature behind-the-scenes footage, a content strategy guide, tips on prompting conversations, and operationalizing content.

“Increasingly we’re hearing from brands that they want to become better content creators on YouTube, but they’re not exactly sure how to do it,” David Mogensen, head of ad marketing at YouTube, told Tadena. “We thought instead of telling them how to be better content creators we can show them by highlighting a brand that’s going through the same journey.”

While your association may not be making a massive media buy, marketers should keep an eye on the series via YouTube’s Marketing channel.

Report of the day

Need some more information to fuel your next millennial outreach effort? A new report from the Media Insight Project delves into how the digital generation obtains news, with some lessons for any organization trying to reach younger audiences.

Other Good Reads

Sometimes the right tech for the job also has a bad reputation. In a post for the Nonprofit Technology Network, Linking the World CEO Mina Chang describes five ways to fight stereotypes when using technology that’s perceived negatively by some critics. Her case in point: unmanned aerial vehicles.

Last but not least, here’s to the 30th anniversary of .com domains, which were born on March 15, 1985. Even if your association is thinking about switching to an alternate domain, this history of .com, by VentureBeat reporter Paul Sawers, is worth a read.

(Johnson & Johnson/YouTube)