The process of making a change has been scientifically studied. There are a number of great resources out there that give guidance in the process. During leadership training I was introduced to one particular interesting resource:
"Our Iceberg Is Melting" by John Kotter from Harvard business school. ISBN 9781447263272. It's a fable which deals with the eight steps of successful (organizational) change. An easy and quick read, I recommend it to anyone especially Joerg. I think the issue with youtube can to a great extent be approached by the methods described in the book.