<![CDATA[This study aims to optimize the management of the YouTube channel of the Mandarin Education Study Program at Universitas Negeri Makassar as a medium for branding, learning, and archiving students’ audiovisual works. The study were carried out through several stages, including developing a YouTube content plan, producing a study program profile video, producing testimonial videos featuring students’ experiences in a short course in China, collecting and selecting students’ audiovisual works, organizing playlists based on courses and learning themes, and evaluating and optimizing the channel management. The results indicate that the YouTube channel became more active and systematically managed, as demonstrated by the availability of a profile video as a medium for introducing and branding the study program, the publication of students’ experiences, and the organization of students’ academic content into playlists that can be accessed as a digital learning archive. The optimization also expanded the function of YouTube from merely serving as a documentation platform to becoming a medium for information dissemination, digital branding, learning, and documentation of academic works. Therefore, optimizing YouTube management can strengthen the digital identity of the Mandarin Education Study Program while providing a space for students’ audiovisual works to be documented and utilized sustainably. ]]>
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