YouTube algorithm, Instagram Reels, building an audience, Figma thumbnails, and analytics-driven iteration
Focus: YouTube — the most important platform for long-form video creators building a professional presence.
How the YouTube algorithm works — what you actually need to knowYouTube's algorithm has one goal: maximise watch time on YouTube. It recommends videos that keep people watching. The key signals it uses: Click-Through Rate (CTR) — what percentage of people who see your thumbnail click it. Average View Duration (AVD) — how long people watch your video on average. Session time — how long they keep watching YouTube after your video. The practical implication: a technically perfect video with poor CTR and AVD will not be recommended. A technically imperfect video that people watch until the end and then watch something else will be recommended widely. Optimise for viewer behaviour, not for technical excellence alone.
Thumbnails — the most important frame in your videoYour thumbnail is the first and most important creative decision for any YouTube video — it determines whether anyone watches. Thumbnail principles: faces with clear emotional expressions perform well (the human eye is drawn to faces). High contrast text that is readable at 120 pixels wide. A single clear subject that communicates the video's core value proposition in under 2 seconds. A consistent visual style across all your thumbnails (so your channel has an identifiable look in the suggested feed). Design your thumbnails in Figma: build a template with consistent colour, font, and layout, then adapt it per video.
Video titles and descriptions — the text that drives discoveryA YouTube title must do two things simultaneously: communicate clearly what the video is about (for human viewers) and contain the words people actually search for (for the algorithm). Research keywords using YouTube's autocomplete (start typing your topic and see what YouTube suggests — those suggestions are high-volume search terms). Put the most important keyword early in the title. Write descriptions with at least 3–4 sentences: what the video covers, who it is for, and what they will learn or experience. Include relevant keywords naturally — not stuffed artificially.
Upload schedule and consistencyThe algorithm rewards consistency — a channel that uploads regularly is preferred over one that uploads sporadically. For a creative professional, monthly uploads of high-quality work is more sustainable and more effective than weekly uploads of rushed work. Establish a realistic schedule and maintain it: if you commit to monthly uploads, upload monthly without fail. Consistency builds audience expectation and trust.
Analytics — what to measure and how to act on itIn YouTube Studio Analytics: focus on Click-Through Rate (target: above 4% is good, above 7% is excellent), Average View Duration (above 50% of total video length is good), and Traffic Source (where are viewers finding your videos — suggested, search, external?). If CTR is low: redesign the thumbnail and title. If AVD is low: analyse where viewers drop off and consider editing that section differently in future videos. If search traffic is low: research keywords more deliberately before your next video.
Drill 1
YouTube channel audit
If you have any existing YouTube presence: audit your last 10 videos using YouTube Studio Analytics. Record CTR, AVD, and total views for each. Identify the two highest-performing videos — what do they have in common? Identify the two lowest-performing — what failed? If you have no YouTube presence: audit a filmmaker's channel you admire using Social Blade (free) and your observations. Write a 300-word analysis.
Drill 2
Thumbnail design in Figma
Design a YouTube thumbnail template in Figma: a 1280×720px canvas, consistent colour palette (using your brand colours), a title text zone (readable at 120px wide), and a subject image zone. The template should be reusable for any video with only the text and image changing. Design 3 variations of a thumbnail for an imaginary video and test which you would choose. Export all 3 as JPEG.
Drill 3
Keyword research session
Choose a topic for a hypothetical YouTube video relevant to your creative work. Research keywords using YouTube autocomplete, Google Trends, and TubeBuddy (free plan). Find: one high-volume broad keyword, two medium-volume specific keywords, and three long-tail keywords (specific phrases with lower competition). Write a title and description using these keywords naturally.
Drill 4
First YouTube upload workflow
Upload or re-upload any video from the course to YouTube (can be unlisted). During the upload: write a keyword-researched title, write a 200-word description with natural keyword inclusion, design and upload a custom thumbnail, add 3–5 relevant tags, and schedule it for a specific time (not immediate upload — YouTube's algorithm performs better for videos with scheduled release times). Review the first 48-hour analytics after upload.
Week 1 Assignment
"YouTube channel strategy document"
Produce a YouTube channel strategy document for your creative practice: your niche (what types of videos you will make), your target audience (who they are and what they want), your upload schedule, your thumbnail design template (as a Figma file), and your keyword research for your first 5 planned videos.
Niche is specific — not 'filmmaker' but 'documentary filmmaker covering South Australian nature'
Target audience is described in specific, observable terms
Upload schedule is realistic — based on your actual production capacity
Thumbnail template is designed and would work at 120px width
Keyword research covers all 5 planned videos
Figma
Focus: Instagram — Reels strategy, feed composition, and building a visual portfolio on social media.
Instagram Reels — the algorithm and format requirementsInstagram Reels is Instagram's short-form video format (up to 90 seconds), distributed primarily to non-followers via the Explore and Reels feeds. The Reels algorithm rewards: watch-through rate (what percentage of viewers watch to the end), replays (how many times the same viewer watches the reel), saves (a strong signal that the content has lasting value), and shares (the strongest signal — shares extend reach dramatically). Practical implication: hook viewers in the first 2 seconds, deliver value throughout, and end with a reason to save or share.
Vertical video workflow in ResolveFor Instagram Reels (9:16 at 1080×1920): create a dedicated 1080×1920 timeline in Resolve. Reframe your existing 16:9 footage using the Transform controls (zoom to fill the vertical frame, reposition important elements into the vertical frame). For native vertical shooting: set your phone or camera to 9:16 before shooting — some content works best shot natively vertical. For the FX30 and a6700: shoot 16:9 and reframe in post — maintain the option to use the footage in 16:9 as well.
Feed composition and the grid viewOn Instagram, your feed is visible as a grid of 9 posts at a time — the overall visual impression of those 9 posts is your 'first impression' on any profile visitor. Design your feed intentionally: consistent colour palette, consistent shooting style (warm and natural, or cool and editorial?), a mix of content types (portraits, landscapes, behind-the-scenes, and finished work). Use Figma's Frames to mockup a 9-post grid before posting — it helps you see how new content fits the existing visual rhythm before publishing.
Instagram captions — the engagement leverInstagram's algorithm considers the depth of engagement with your content — comments and saves more than likes. Captions that invite engagement outperform captions that just describe the image. Techniques: ask a specific question at the end of the caption ('What is your favourite light for portraits — golden hour or overcast? Tell me below'), use the caption to tell the story behind the image (context increases saves), and include a clear call to action where appropriate ('Follow for more South Australian landscape work').
Stories — the daily presence toolInstagram Stories (24-hour ephemeral content) are seen primarily by existing followers and serve a different purpose than Reels (which primarily reach new audiences). Use Stories for: behind-the-scenes content from shoots, real-time updates during projects, polls and questions (which drive engagement), and personal content that connects your audience to you as a person rather than just your work. Post 3–5 Stories per week minimum — more if you are actively shooting. Stories that get significant engagement (replies, link clicks) signal to the algorithm that your audience is engaged.
Drill 1
Instagram Reels — first 2 seconds hook analysis
Watch 20 Instagram Reels from creators in your niche. For each: identify exactly what happens in the first 2 seconds and write a single sentence describing the hook technique (visual surprise, a provocative question, an unexpected action, beautiful imagery). Categorise the hooks by type. Which category appears most frequently? Which did you find most compelling personally? Apply these findings to plan the opening 2 seconds of your next Reel.
Drill 2
Vertical reframe workflow in Resolve
Take a 16:9 landscape or portrait video clip from any module. Create a 1080×1920 timeline in Resolve. Reframe the clip for vertical: zoom to fill the frame, reposition the key subject into the upper or centre third of the vertical frame. Deliver the 9:16 version alongside the original 16:9 version. Assess: what was lost in the reframe? What works surprisingly well? What would you shoot differently knowing it will also be used as 9:16?
Drill 3
Feed grid mockup in Figma
Create a 9-post Instagram grid mockup in Figma using your 9 best images or video thumbnails from this course. Arrange them as an Instagram grid (3 columns, 3 rows). Assess the overall visual impression: is there a consistent colour palette? Are post types varied? Does the grid look professional? Redesign the arrangement if needed — Figma makes this easy.
Drill 4
Caption writing — engagement-optimised
Write optimised captions for your 5 best pieces of work from this course. Each caption must: tell the story behind the image or video (at least 2 sentences), include a question to invite engagement, include 5–10 relevant hashtags at the end, and include a call to action. Compare these captions to any captions you have written previously — identify the specific differences that make these more likely to drive saves and comments.
Week 2 Assignment
"Instagram content strategy and first 5 posts"
Produce a complete Instagram content strategy: your niche and visual identity, your grid template (Figma mockup), your first 5 planned posts with captions and hashtags, and a 90-day posting calendar. Additionally, create your first Reel: a 30–60 second vertical edit of any module content with an optimised caption.
Niche and visual identity are specific and consistent
Grid mockup shows a coherent visual impression
All 5 captions include a question, story context, and relevant hashtags
90-day calendar is realistic — based on your actual content production capacity
First Reel is 30–60 seconds and hooks in the first 2 seconds
FigmaDaVinci Resolve
Focus: Building a professional portfolio website and managing your online presence.
Why a portfolio website mattersSocial media platforms are rented land — the algorithm can change, the platform can decline, and your audience can be cut off from your work. A portfolio website is owned land: you control the experience, the visitor data, and the presentation of your work. For commercial clients, a professional website is often the deciding factor between hiring you and a competitor — it signals that you are a serious professional, not a hobbyist with a social media account.
Portfolio website requirements — the essentialsA filmmaker/photographer portfolio website needs: a showreel or hero video that plays immediately on the homepage (this is your thumbnail — if it does not hook in 5 seconds, visitors leave), a clearly organised portfolio of your best work (maximum 12 pieces — curate aggressively), a biography page that establishes credibility (experience, skills, and the type of work you do — not a life story), a contact page or form, and for commercial work, a client logo section (social proof). That is it. Avoid: elaborate splash pages, music that plays automatically, flash intros, and anything that delays getting to the work.
Platform options for portfolio websitesFor a filmmaker/photographer portfolio: Squarespace and Format are the strongest purpose-built options — both handle embedded Vimeo and YouTube video well, have templates designed for visual work, and are manageable without coding knowledge. Cargo Collective has a strong visual design community. Webflow is more powerful but requires more learning. WordPress is extremely flexible but requires more maintenance. The simplest option that presents your work well is always preferable to the most technically impressive option you cannot maintain.
Your showreel — the most important single piece of contentA showreel is a 60–90 second compilation of your best work, edited to music, that communicates your style, range, and quality in the shortest possible time. Showreel principles: start with your absolute strongest shot (not your most recent — your strongest). Edit tightly to the music. Do not include anything you are not proud of — 5 exceptional shots beat 20 mediocre ones. Update your showreel every 6 months as your skills develop. Your showreel is the primary thing a new client will watch before deciding whether to contact you.
SEO for photographers and filmmakersSearch Engine Optimisation for a portfolio website: include your name, your location (Adelaide-based filmmaker), and your speciality in your page title and meta description. Use descriptive alt text for all images and video thumbnails. Create a Google Business Profile if you offer commercial services. The goal is to appear in local search results: 'Adelaide videographer', 'Adelaide commercial photographer', 'Adelaide drone cinematography'. This local SEO is achievable without significant investment and can produce steady enquiry flow over time.
Drill 1
Portfolio curation exercise
Review all the work you have produced in this course. Select your 10 absolute best pieces. Write a sentence describing what each piece demonstrates about your skills and style. Then reduce to 6 pieces — the core portfolio. Then identify which single piece would be your homepage hero video. This curation exercise is harder than it sounds — the discipline of saying no to good work to present only the best work is a professional skill.
Drill 2
Showreel assembly
Using your curated 6–10 best pieces, assemble a 60–90 second showreel in Resolve. Begin with your strongest shot. Edit to music that matches your aesthetic. Grade consistently across all clips. Export at 4K H.264 for YouTube and Vimeo. Deliver the showreel and write a note explaining why each clip was chosen and where it appears in the reel.
Drill 3
Portfolio website mockup in Figma
Design your portfolio website homepage in Figma: a hero section (your showreel video, your name, and a one-sentence positioning statement), a portfolio grid (6 thumbnail images), a brief biography section, and a contact button. The mockup should be at desktop resolution (1440×900px) and mobile resolution (390×844px). This mockup is the brief if you use a web designer, or the blueprint if you build it yourself.
Drill 4
SEO keyword research for local discovery
Research the search terms an Adelaide-based client would use to find a freelance videographer or photographer. Use Google Search Console (free), Google Keyword Planner (requires Google Ads account, free), or simply Google autocomplete. Identify 5 specific search phrases you want to rank for. Write how you would incorporate these into your website's page title, meta description, and homepage copy.
Week 3 Assignment
"Portfolio website and showreel"
Produce: (1) a 60–90 second showreel (YouTube and Vimeo links), (2) a Figma portfolio website mockup at both desktop and mobile sizes, (3) an SEO keyword list with notes on implementation, and (4) a written statement explaining your portfolio curation decisions (why each piece was included, why others were excluded).
Showreel is 60–90 seconds and starts with the strongest shot
Showreel is graded consistently across all clips
Website mockup works at both desktop and mobile sizes
SEO keyword list contains 5 specific, realistic local search terms
Curation statement demonstrates deliberate selection criteria — not just 'I liked it'
FigmaDaVinci Resolve
Focus: Analytics, iteration, and building a sustainable long-term platform strategy.
Reading your analytics — what the numbers actually tell youPlatform analytics provide direct feedback on how your content performs. YouTube Studio gives you CTR, AVD, impressions, and detailed audience retention graphs. Instagram Insights gives you reach, impressions, and engagement rate per post. The most actionable metric on both platforms: where do viewers drop off? On YouTube, the audience retention graph shows the exact timestamp where viewers stop watching — this tells you specifically what did not hold their attention. Use this data to make the next video better, not to judge the previous one.
A/B testing thumbnails and titlesYouTube allows you to see clearly which thumbnail and title combinations drive higher CTR. Technique: upload a video with Thumbnail A. After 1–2 weeks, note the CTR. Change to Thumbnail B (a different design). After another 1–2 weeks, compare. You cannot run true simultaneous A/B tests on YouTube (unlike paid advertising), but sequential testing gives you directional data over time. The data will surprise you — what you think is a better thumbnail is often not what the audience clicks.
Content pillars — structuring a sustainable channelContent pillars are 3–4 distinct content categories that define what your channel is about, cycling through them regularly. For a creative professional: Pillar 1 — Finished work (the best of what you have produced). Pillar 2 — Behind the scenes (how you made it). Pillar 3 — Technical tutorials or reviews (demonstrating expertise). Pillar 4 — Personal or location stories (connecting with the audience on a human level). Having pillars prevents the 'I don't know what to post next' paralysis and ensures your channel has diversity without losing coherence.
Cross-platform strategy — using each platform's strengthsEach platform has a different audience relationship and different content format requirements. The strategic approach: create one long-form piece (YouTube 5–10 minutes) and extract multiple shorter pieces from it (Instagram Reels 30–60 seconds, Stories 10–15 seconds). The long-form piece is the primary creative work; the shorter pieces are derivative assets that extend its reach. This approach multiplies the return on each production investment without requiring proportionally more production time.
Managing your time — the sustainable creator scheduleContent creation alongside client work requires deliberate time management. A sustainable schedule for a working creative professional: one short-form piece (Reel or Story) per week from existing footage or behind-the-scenes content (1–2 hours), one long-form YouTube piece per month (1 shoot day + 1 edit day + 1 post-production day = approximately 3 days per month of creative content work). This is achievable alongside full-time freelance production work without burning out.
Drill 1
Analytics review and action plan
If you have any content on YouTube or Instagram, review your analytics for the last 3 months. For YouTube: what is your average CTR and AVD? Where do viewers drop off in your most-watched video? For Instagram: which post had the highest engagement rate? What type of content performs best? Write a specific 3-point action plan based on what the analytics tell you to change. If you have no analytics: perform this exercise on a competitor's or inspiration channel using Social Blade.
Drill 2
Content pillar definition
Define your 3–4 content pillars for your creative channel. For each pillar: write a one-sentence description of what content it includes, give 3 example titles/topics, and estimate how many pieces of content in that pillar you could produce per quarter from your existing work and upcoming projects. The pillar exercise turns an overwhelming content calendar into a structured rotation.
Drill 3
Cross-platform content extraction
Take a 5-minute behind-the-scenes video from any module shoot. Extract: one 60-second Instagram Reel (the most compelling 60 seconds), three 15-second Stories (three distinct moments), and one 30-second YouTube Shorts clip (a specific technique or insight). Each must be reframed or edited for its platform — not just cropped from the 5-minute video. This exercise demonstrates how much derivative content exists in any single long-form production.
Drill 4
90-day content calendar
Create a 90-day content calendar for your creative channels. For each week: what will you post on Instagram (feed post type, Reel or Stories), and what stage are you at with your monthly YouTube video (shooting, editing, or publishing). The calendar should be specific — actual planned content, not 'content TBD'. Include your content pillars as the organising principle.
Week 4 Assignment
"Complete platform strategy document"
Produce a complete platform strategy document: (1) content pillars (3–4 defined, with example topics), (2) 90-day content calendar, (3) YouTube channel strategy (niche, upload schedule, thumbnail template), (4) Instagram strategy (Reels format, feed aesthetic, caption approach), (5) portfolio website plan (platform choice and rationale, SEO keywords). This document is your personal platform operations guide for the next 12 months.
Content pillars are specific and differentiated — not vague category names
90-day calendar is specific and realistic
YouTube and Instagram strategies are distinct and appropriate for each platform's format
Portfolio website plan includes specific platform choice with rationale
SEO keywords are realistic and local
Figma
Optimising for likes instead of saves and watch time
Likes are a vanity metric on both YouTube and Instagram. The algorithm cares about watch time (YouTube) and saves/shares (Instagram) — the signals that indicate your content has real value rather than just surface appeal.
Fix: Redesign your content to maximise watch-through rate and saves. End every video with a reason to save it (a useful summary, a resource, a technique to refer back to). The like is a by-product of quality content that serves the viewer well.
Posting inconsistently and blaming the algorithm
A channel that posts every week for 3 months and then goes silent for 2 months does not have an algorithm problem — it has a consistency problem. The algorithm learns to surface content from channels that post predictably.
Fix: Set a posting schedule that is sustainable at your current production capacity — and stick to it. Monthly uploads of high quality are more effective and more sustainable than weekly uploads that burn out your creative energy within 3 months.
Including mediocre work in your portfolio out of quantity anxiety
A portfolio with 15 pieces of mixed quality communicates a lower ceiling than a portfolio with 6 exceptional pieces. Clients judge you by your weakest piece, not your strongest.
Fix: Remove anything from your portfolio that you would not be proud to show to your ideal client. Six exceptional pieces beat fifteen mediocre ones every time. Update your portfolio every 6 months — add new work and remove anything that has been surpassed by better work.
Your thumbnail is worth 5 hours of editing time
A compelling thumbnail that increases CTR from 3% to 7% effectively doubles the audience for the same video without any change to the content itself. Invest in thumbnail design — study what works in your niche, design deliberately in Figma, and test over time. The thumbnail is the highest-leverage creative decision for any YouTube video.
SW:Figma
Batch-create social content from every production
Every shoot generates behind-the-scenes content — a time-lapse of the setup, a short clip of an interesting technique, a candid moment between shots. Designate 30 minutes at the end of every shoot day to capture 3–5 behind-the-scenes clips specifically for social media. Over the course of a month, this habit produces a significant library of social content with almost no additional production effort.
Sony a6700 · DJI Mic 2
Vimeo for client portfolio, YouTube for discoverability
Vimeo is the preferred platform for professional portfolio presentation: clean player, no pre-roll ads, no recommended videos from other creators appearing after yours, and a reputation for quality in the creative industry. YouTube is better for discoverability and building a public audience. Use both: Vimeo for your portfolio website embeds, YouTube for SEO and audience growth.