Billions of views and more than 300 hours of video uploaded daily, thousands of live streams every hour, and almost a billion unique visitors every day. These are only some of the stats behind YouTube, the largest video-sharing platform online. And there are tens of other video-sharing websites around. Video marketing has grown exponentially over the past years and now is an integral part of every marketing campaign. It’s no surprise that every digital marketer wants to take a piece of this massive pie.
Let’s take a look at how you can do exactly that in 2017:
1. Choose the best keywords
This is the first thing you’ll need to do before trying any other optimization strategies. You’ll have to select the ideal keywords related to your video. It’s basically the core concept of YouTube SEO, and you’ll have to put a lot of work into it. There are a lot of tools around to help you, but the best one is Google’s AdWords Keyword Planner. It’s free, it’s easy to use, but you will have to do your homework before making your video visible in the search results page.
2. Create a good video description
This step should come immediately after the keyword part, because it helps the overall search results for your video. It’s not something which your viewers may notice, but it’s very important for Google’s crawlers, which help identify relevant content. Basically, your best bet is to write a long, detailed, but precise description for your video. This will help your video rank even for loosely-related searches, including long-tail keywords, obscure terms and unexpected phrases. You’d be amazed at what people search for when looking for a specific video. You’ll just have to make sure you are covered even in the weirdest scenarios.
3. Consider creating a transcript or subtitles for your video
This part is a little tricky, but it works great in certain niches. For instance, a video course (educational video) will be better received by your viewers, as they can relate more precisely to your content. A transcript also helps you to better articulate the value of your video. You can better communicate what you have to say and the message becomes clearer. What’s more, a written transcript looks great in Google’s eyes, so your video will pop up more often in SERPs.
4. Create a powerful call to action (CTA)
Okay, so you attracted the visitors you wanted. They are your target audience, they are watching your video and want to learn more. They are captivated by what you have to say. The problem is – what do you do next? This is where a lot of marketers fail. You’ll have to create an attractive call to action and make them act immediately. It can be anything from signing up to a newsletter, buying something, free offers, participating in a Q&A or a quiz. It’s your choice, really, but you will have to make your viewers take action before they lose interest.
5. Promote your video
Once you internally-optimized your video, it’s time to make it public and share it on social media platforms, your blog, your website or any other spot where it can attract viewership. You can’t just uploaded on YouTube and call it quits. You’ll have to actively promote it everywhere it may be relevant. Check out forums, social media groups, or link platforms (Reddit, for instance).
6. Be part of a playlist
Videos which are already part of playlists are very attractive to viewers, so make sure your video is present on various playlists. Even a small playlist featuring several videos can boost viewership immensely, when compared to a solo, isolated video. Just make sure your video is part of themed playlist and constantly curate the lists with new related video content.
7. Pay attention to video length
Size matters, at least on YouTube. Video ads can be under 1 minute (under 30 seconds is even better), but for video content you should always go with videos 10 minutes, or even longer for educational content. Of course, you shouldn’t bore your viewers with hour-long videos, but anything between 10 to 30 minutes is generally fine. Your best bet is to have several longer videos, over 30 minutes, together with many shorter, secondary videos. This way, your viewers will jump from video to video without getting bored.
8. Work hard and be thorough
Video marketing is tough and it’s a never-ending uphill battle. Uploading a few videos in February, no videos in March and a single video in April just won’t cut it. You’ll have to be thorough, produce video content regularly, but also pay attention to quality. Make sure your channel is always active, the messages are managed and everything is taken care of. It’s very important to not let your channel wither away and look deserted.