YouTube is the world’s second largest search engine (yes, really) and also happens to be the world’s biggest video site with 864,000 hours of video uploaded every day. So if your business produces video content of any kind, then you need to consider investing in a YouTube presence. Before we dive into our guide to YouTube, here are some more interesting statistics about YouTube taken from their press room;
- 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.
- Over 4 billion videos are viewed a day
- Over 800 million unique users visit YouTube each month
- Over 3 billion hours of video are watched each month on YouTube
- More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
- 70% of YouTube traffic comes from outside the US
- YouTube is localized in 39 countries and across 54 languages
- In 2011, YouTube had more than 1 trillion views or almost 140 views for every person on Earth
- 100 million people take a social action on YouTube (likes, shares, comments, etc) every week
Just late last year, YouTube unveiled a new facelift in an attempt to make it easier to navigate, so we decided to create a guide to the basics of good YouTube marketing. It can be easy to miss out on the little details which can really help supercharge your video marketing.
Get your channel up to date
YouTube has finally revamped its channels, adding a tab structure to the page, so users can explore the featured videos, check out the channel’s activity on the feed and see a complete list of all their video content.
Ensure your channel background and logo are optimised and complement your overall channel design. Below is an image of the Digital Visitor YouTube channel. Click here to visit our channel.
Optimise, optimise, optimise
An ITN News video, with important keywords in the title, links in the description and specific and wide keywords.
You might think your work is done once you’ve uploaded a video. But you’d be wrong. Every video is a fantastic opportunity to link up your SEO strategy with your video marketing. Your title, description and tags are all perfect for adding your target keywords. Be careful though, this metadata is public, so ensure your title and description still read naturally and not like link bait! A few tips to ensure your metadata is in working order:
- Keywords first, with your branding at the end Is your video a showcase of beautiful wildlife in Thailand? That’s what you should be leading with, with brand information appearing later.
- Update to remain relevant Could you repackage your video to tie the content in with a current event? Rename your video to cash in on hot, relevant keywords and grab yourself some more views.
- Mix up your keywords Don’t be too specific with your tagging, think of the bigger picture and include keywords that will be widely searched. Is your video about boutique hotel online marketing? That’s great, but including wide keywords like ‘travel’ and ‘social media’ will deliver you more views and get your content searched outside of your niche interests. Use the YouTube Keyword Generator to come up with ideas: https://ads.youtube.com/keyword_tool
- Don’t mislead Never include unrelated keywords. It might be tempted to throw in ‘harry potter’ to get yourself in front of a huge audience but this will simply lead to high bounce rates as people land on your content and find nothing of interest. Also, YouTube take a dim view of users who deliberately mislead with their metadata.
- Stay connected Ensure you link to all your other social media profiles in your description. This is a great chance to drive referrals and membership of your other online communities.
Add extra value through annotation
Example of annotations on a video Often overlooked, YouTube’s annotation features are a great way to capture referrals from your audience, because when do you have their attention more than when they’re engrossed in your video content? Annotations can be linked to other videos, playlists, or even let a user subscribe to a channel direct from the notation. You control what the annotations say, where they appear on the video, and when they appear and disappear. Here’s some ideas on creative uses of annotations:
- Is your video part of a series? Static annotations (present throughout the length of the video) can direct users to the previous episode. Ensure you add a ‘next’ button to your old episode whenever you add a new video, too.
- Calls to action A simple message suggesting the viewer likes or favourites the videos can be powerful, especially when deployed at the start of the video.
- Enhance but don’t overload Look to enhance your content through your annotations with extra information and context, but be restrained and don’t overload your content as this can appear as ‘spammy’.
Stay organised with Playlists
The BBC YouTube channel’s Playlists, organised by series. If you produce a high volume of video content, a new viewer could be overwhelmed by your channel if all of your videos simply appear in a chronological list. Where should they start? How do they find the content that relevant to them? The answer is Playlists. Organise your videos through Playlists to help viewers discover your best content, and benefit from extra video views and interactions. Here’s a few tips on how to use the Playlists feature to improve your channel:
- Optimise for SEO Playlists use the same metadata as videos so ensure your title, description and tags are optimised for SEO purposes.
- Catalogue carefully Ensure your playlisted videos have a common theme running through them. E.g does your cruise-related channel have a group of video diaries covering cuisine aboard cruise ships? Playlist them together and title it “Culinary Cruising: Food aboard cruiselines”.
- Use your best content You may have a few videos that consistently draw in lots of views. Use these high-performing videos to help new uploads gain views by including them in the same playlist. Just ensure the videos have a common theme.
- Be topical Noticed a trending topic that has relevance to your videos? Be topical and create a playlist around this topic. Perhaps you’re a German tourist board creating editorial video content around your country. The launch of a new festival or event in Berlin could create the need for a playlist detailing the best places to stay and things to do for holidaymakers whilst in the city.
To find out more about how Digital Visitor can help promote your business on YouTube and other social media channels, click here to go to our Social Media Services page, or call us today on +44(0)1179 055 195 or email firstname.lastname@example.org