YouTube ORM
On YouTube, paid distribution and reputation are the same surface. Every creator video you fund opens a comment thread about your brand, and that thread outlives the campaign, ranks in search, and gets read by the models.
- Is this course actually worth it?answered
- What are the fees and start dates?answered
- Refund policy?escalated
1 to 3 hour first response
- 0
- creator videos live across two tracks in one month
- 0K
- views on a single month's brand track
- 0-3 hr
- median first response on inbound queries
- 0
- queries triaged in a single month
Campaign report, 2025
Campaign report, 2025
Campaign report, 2025
Campaign report, 2025
Brands treat creator distribution as a media buy and the comments as somebody else's job. They are the same job. A funded video with an unanswered refund complaint at the top of its comments is an ad for the complaint, and it keeps running long after the campaign budget closes.
- Every funded video opens a permanent, public comment thread about the brand
- Comment threads rank in search and get read by AI assistants
- Response videos and creator narratives move perception faster than the campaign does
- Unanswered questions on a paid placement are the most expensive kind
How the work actually runs.
Six phases. Each one produces something you can hold, not a status update.
- 01
Map the surface
Every video mentioning the brand, funded or not, plus the comment sentiment on each and the creators who set the narrative in the category.
- Video and mention inventory
- Comment sentiment baseline
- Creator pool with tiers
- 02
Build the response layer
Tone-tagged templates by query type, a triage rhythm, and an escalation path to brand and legal before it is needed rather than during.
- Response templates by category
- Daily triage rota
- Escalation thresholds
- 03
Run distribution as one system
Creator briefs, rights, and UTMs handled alongside the comment layer, so the team funding the video is the team answering under it.
- Creator briefs and rights terms
- UTM and tracking convention
- Shared campaign calendar
- 04
Report against a baseline
Videos live, views, comment volume and response time, reported monthly against the month before rather than as raw totals.
- Monthly campaign report
- Sentiment movement
- Creator performance tiers
Mention and comment audit
Every video about the brand, with sentiment and unanswered-question counts.
Response template library
Tone-tagged replies by query type, with an escalation path.
Creator pool and tiers
Vetted creators by niche and subscriber band, with rights terms.
Distribution calendar
What goes live when, with UTMs and tracking already decided.
Monthly report
Videos, views, comments and response time against last month.
The shortcuts are what get brands removed. These are the rules the work runs under.
- Fund a video with no response planStaff the comment layer before the placement goes live. The thread outlives the budget.
- Delete critical commentsAnswer them in public. Deletion is visible, gets screenshotted, and creates the second story.
- Buy undisclosed placementsDisclose paid partnerships. Undisclosed promotion is a platform violation and a reputation risk in one.
- Judge creators on subscribers aloneTier on comment quality and audience fit. Reach without relevance produces threads you do not want.
Views are the easiest number and the least diagnostic. These are the ones that tell you whether the reputation half of the system is working.
First response time
Median hours to first reply on a query
Unanswered question rate
Share of queries with no reply
Comment sentiment movement
Against a captured baseline
Views per video by tier
So creator tiers get re-cut on evidence
A read of where you stand on YouTube ORM right now, what the gap is, and the three things worth doing first. It is free because it is also how I work out whether I can help.
- Where your brand appears today, and where competitors appear instead
- The specific threads or questions worth owning first
- What the first ninety days would actually involve
Is this creator marketing or reputation management?
Both, run by one team. Separating them is what produces funded videos with unanswered complaints under them, which is the specific failure this exists to prevent.
What does a month actually look like?
In the campaign the numbers above come from: 58 videos live across two tracks, roughly 475 inbound queries triaged, and a one to three hour median first response.
Can you remove negative comments?
On owned channels, yes, but mostly you should not. Deletion is visible and creates a second story. On creator channels it is their call, not yours, which is why creator selection matters.
How do you attribute this?
UTMs on every placement, plus self-reported attribution on enquiry. YouTube attribution is genuinely lossy and anyone claiming a clean number is guessing.