If you’re ignoring video as part of your digital marketing strategy, you might be well behind the competition.
YouTube has become the second largest search engine online, and it is crucial that you grab a share of that audience. Consumers are looking towards video rather than text-driven blog posts to answer their questions and entertain them.
It doesn’t take a massive effort to get started on YouTube, and the payoff can be huge.
Just like ranking on the first page in Google’s search results, having a popular YouTube video funnels potentially millions of people in your target audience directly to your doorstep. Regardless of your organization, videos are a must for more connections and conversions.
Here are five takeaways that can help you stand out on the video platform:
1. Optimize your video titles.
Video titles are a crucial factor for determining the search results in which you appear, along with whether viewers decide to click on your video.
For best results, pick one keyword for which you want to compete and include it near the front of your title. Don’t stuff keywords or make it too lengthy. Your title should be no longer than 10 words. Include a sense of urgency (example: “how to do ____ today”). Be very clear what value your video can provide.
2. Curate playlists.
User experience matters. One of the most effective things you can do to increase YouTube views is have your viewers watch the videos you produce back to back.
Playlists on your channel page can be a great way to do this. They can make it easy for viewers to watch consecutive videos from related topics that they are interested in and help you to organize your content.
3. Network with other channels.
YouTube’s “related channels” and “recommended channels” can be forgotten features that brand managers don’t use to their advantage.
This is a mistake for a couple of reasons: For some, data suggests that turning on the recommended channels features gives you a boost in YouTube’s eyes because you are opening up to a better user experience, rather than trying to horde viewers for yourself.
Similarly, recommended channels are your opportunity to give love to other YouTube channels that you appreciate and think your audience would like. This implies to YouTube’s search algorithm that you should be considered in the same category as these recommended channels. It also presents an opportunity for co-promotion between your channel and others online in your space that can drive traffic back and forth.
4. Greet viewers with a trailer.
When viewers land on your YouTube channel, you have a chance to make a great first impression, such as launching into your favorite video to show off your skills.
Playing your strongest content is good, but a designated channel ‘trailer’ or welcome video that sells what your channel is all about can improve your chances of the visitor hitting the “subscribe” button.
[RELATED: Discover the digital strategies you need to break out of your silo and succeed in today's evolving marketing communications mashup.]
5. Use great YouTube channel art.
Strong, eye-catching channel art can be the difference between a viewer investigating your channel vs. a competitor (especially when it comes to video thumbnails).
An infographic from Vlogging Guides details how to use tactics that include eye-catching YouTube channel art to attract more viewers and optimize user experience:
Upload images to YouTube at the recommended sizes and spend time creating your artwork, though it doesn’t need to be a masterpiece. Ask yourself: “If I saw this banner, would I believe this channel is a credible source of information?”
Matthew Royse is a digital marketing director of Forsythe Technology. A version of this article originally appeared on his blog, Knowledge Enthusiast.
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