#57: Top Tips for your Video Marketing Strategy on YouTube

By Gareth O’Sullivan, Social Media Executive (@_GarethG) YouTube has over a billion users, that’s almost a third of all people on the Internet. Every day people are watching …

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By Gareth O’Sullivan, Social Media Executive (@_GarethG)

YouTube has over a billion users, that’s almost a third of all people on the Internet. Every day people are watching hundreds of millions of hours of YouTube videos. Including YouTube in your video marketing strategy can be quite tough, especially if you don’t know much about it and how to direct traffic to your videos.

Lucky for you I’m going to give you some top tips from when I ran my own YouTube channel that has 7,645 subscribes with 799,146 total views at this moment in time and still growing although I quit 8 months ago.

YouTube-Stats

Back when I started YouTube in 2010, things were a little easier then. There wasn’t as much competition as there is now, so if you want your video marketing to be a success then take note of the following tips.

Creating Content

Ah content! The simple answer to this would be to create “Unique and Interesting” videos. However, let’s go into more detail.

If you are thinking of including YouTube into your marketing strategy, you need to have some ideas on what you will be creating videos about. If your videos are unique you are more likely to get more engagement, than the average video that has been done by three hundred different people.

Whilst it may be hard to think of unique content, the outcome is likely to be more of a success. If you’d rather jump on the bandwagon and create content that has already been published, you could try making it more interesting and helpful or change it up a bit to make it unique.

Here’s a few general ideas you could do some videos on:

  1. Showcasing your product/service
  2. Behind-the-scenes footage
  3. Q&A about your products/service
  4. Sneak peeks of upcoming products
  5. Providing tips about the service you provide for example if you’re a social media agency you could give away some social media tips and tricks.

Keep in mind, if your video is helpful and interesting, people are likely to share it to their friends and followers.

Optimising Your Video for SEO

Once you’ve created your videos you’ll want to optimise it for SEO purposes. I’ve noticed a lot of people don’t tend to do this.

So what can we do to make it findable?

Well you can do several things.

Optimising the video title tag

It’s vital to use your keyword in your video title, however don’t make it look spammy. For this example, I’ll use the 4th video in the search results for “Social Media Marketing Strategy”

YouTube-Search

As you can see from the above screenshot, there is about 375,000 results for our YouTube search. The first two videos that are not ads both include “Social Media Marketing” in the title. The second video “Social Media Marketing for picking up clients online (FULL TUTORIAL) Facebook Reddit YouTube” has been optimised very well especially since it’s only been on YouTube for 8 months.

How do I know this?

Well, if we searched “Social Media Marketing” that exact video will be shown again. This isn’t only down to using the keyword in the video title, but also due to optimising the video description and using specific keywords.

Optimise the video description

Another thing you should do is to optimise your video for SEO by having a description that consists of the keyword. Notice how the video description has “Social Media Marketing” various times along with it also being at the start of the description. This has helped the video rank fairly well for various search terms.

YouTube-Description

As you can also see in the above screenshot, they have entered lots of other text to inform users about what they will learn in the video and also a table of contents for users to jump to specific parts.

Video descriptions with lots of text tend to do well for ranking, however the text has to be relevant to the video.

Keywords

Video keywords are very important. They will help define your video, so when someone enters your keyword into YouTube search, your video is most likely to appear.

You can get an idea of what keywords to enter by using this awesome tool called Keyword.io. When you enter your keyword and press the search button, it will return with some keywords which you can pick out and use in your video tags, description and even your video title.

Length

In most cases, videos that are longer than 10 minutes perform much better than videos that are around 3-6 minutes. So keep that in mind when creating your videos.

Video Engagement

Whilst it also comes down to the other factors mentioned above, the more engagement your video has will also help with the ranking. This engagement includes comments, likes and video shares.

Video Thumbnails

When you perform a search on YouTube, are you more likely to click a video that has an eye-catching image that tells you exactly what the video is about or likely to click a video that doesn’t have a custom image and just part of the video used as the thumbnail?

I usually click on the video that has a custom eye-catching thumbnail. Upon publishing your video you will be able to upload a custom thumbnail, these dimensions are 1280 x 720. It’s recommended to create an engaging custom thumbnail to attract more people to click your video and so that your video stands out against the rest.

Jason Burrows recorded a quick video on how to create high quality images for free. I’d recommend you watch it if you want to create them quickly without needing a designer.

Whilst these are only some small quick tips, they can help increase your video ranking on YouTube.

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