Social Media Week 2025 - YouTube strategies to Engage Younger Audiences

Social Media Week 2025 - YouTube strategies to Engage Younger Audiences

Overview

Young audiences love You Tube but how can public service media win their attention amongst a seemingly endless collection of content and platform choices? Ram Paramanthan, from Germany's public youth brand funk, will share insights into how he successfully identifies and engages its audience on the platform. And, Gina Fuhrmann, ARD’s YouTube Partnership Manager, will explore the challenges PSM face in bridging the gap between teens and thirty/forty somethings. She’ll also outline strategies for adapting existing formats to connect with new audiences and leverage YouTube’s and your own potential.

What you’ll learn:

  • How to get to know your young audiences, by listening and not assuming
  • Ways to fit their needs
  • YouTube strategies for a range of young audiences from teens to 30/40 year olds
  • How to reshape existing formats to fit a different platform, in this case YouTube

Faculty Members: Gina Fuhrmann, YouTube Partnership Manager, ARD and Ram Paramanathan, Creative Producer/Partner Manager, Funk from ARD and ZDF.

This mini master class is part of the EBU Academy Social Media Week, and can be bundled with other sessions from the same series. For more information, please click here.

Meet your faculty

Gina Fuhrmann

YouTube Partnership Manager

Gina Fuhrmann is an expert in the field of digital media and platform management. As YouTube & TikTok Partnership Manager at ARD, she develops strategies to successfully position public service media on digital platforms and engage with younger audiences. 

With her expertise in audience engagement, data-driven content design, and trend analysis, she helps social media teams identify their target audiences and create content that resonates with them. Additionally, she devises strategies to repurpose existing content across multiple platforms, ensuring it reaches broader and more diverse audience groups effectively.

Ram Paramanathan

Creative Producer and Format Developer

Ram is a Creative Producer and Format Developer at funk, the youth network of ARD and ZDF. Specializing in bold and entertaining public-service formats, [Your Name] collaborates with top production companies to create content that resonates with audiences aged 14 to 29. With a background spanning content creation, editorial leadership, and marketing, Ram brings a unique perspective to crafting innovative formats that bridge creativity and strategy.