Video continues to play an important role in marketing this year. With YouTube, currently, the world's second-largest search engine, and other social media platforms, content creators can easily share their messages with viewers around the world.
On the other hand, the hype around video marketing and these online sharing platforms has created a highly competitive business landscape. Creating meaningful content is not enough to make it stand out. If brands intend to stay ahead of the competition, it is imperative that they produce relevant content. More importantly, you should constantly look for new ways and adopt new strategies that would help your videos rank higher. Knowing the best SEO practices will help you optimize your channel, which will make it easier for viewers to find, watch and share your content.
Content of the article
What are the benefits of video marketing?
- Consumers love to watch videos.
- Marketers have been successful with this strategy.
- Consumers are all about sharing content.
How do you reference a YouTube video?
How to optimize videos for YouTube?
- The title of the video.
- The description of the video.
- The tags of the video.
- The YouTube channel page.
What are the advantages of video marketing?
Do you still doubt the relevance of video content? Here are some facts and statistics that should prove that it is worth it.
1. Consumers love to watch videos.
A survey conducted by HubSpot and Tubular Insights reveals that consumers spend up to 1.5 hours a day watching videos. About 15% of 570 respondents say they watch more than 3 hours of content on a regular day.
The survey shows that:
- 72% of consumers prefer to watch video content to learn about a brand's products.
- 81% of viewers admitted to purchasing products or services after watching an ad.
- 69% of viewers said they purchased software or an app after watching an ad.
2. Marketers have been successful with this strategy.
The same study reveals that marketers who have used video marketing have benefited.
The survey shows that:
- 76% of marketers have seen an increase in sales.
- 97% of those surveyed said it increased awareness of their products or services.
- 76% of respondents said it brought in qualified traffic.
3. Consumers all practice content sharing.
Chat videos aren't the only type of content that can go viral. Anything that informs and/or involves emotions will be shared by the public. HubSpot's study shows that 83% of consumers will share content they like with their friends.
Why YouTube?
YouTube is, as mentioned, one of the most visited search engines in the world. It is second only to Google (which owns YouTube). It has over a billion active users, which is almost a third of the online community. More importantly, it is favored by millennials. The platform is so popular among millennials that it is able to reach more audiences than TV channels.
How to get a YouTube video listed?
Now that we've established that video marketing is important and publishing content on YouTube is absolutely necessary, it's time to learn how to get more views, subscribers, and traffic from the platform. Here's what you need to do to grow your YouTube channel:
1. Find keywords
Every great SEO plan starts with keyword research.
Come up with a list of search terms that you want to use to reference your content. Keep in mind that the keywords you choose must have YouTube videos on the first page of Google SERP or on the results page of the targeted search engine.
Sometimes, you might come across terms for which there are no videos yet. If you encounter this case, you can check the related search terms (at the bottom of the Google page). You will find that the following keywords will often have videos highlighted in the SERP:
- How KEYWORD
- Reviews of KEYWORD
- KEYWORD Tutorials
Choosing a search term containing a YouTube video in the SERPs allows you to reference the content you've posted not only on the YouTube search engine but also on Google's. There are a lot of tools you can use for keyword research. Programs like 1.co.uk should help you find a list more easily and quickly.
These tools are often not free. You may have to pay a monthly subscription fee. So, if you don't want to pay for this step, you can use Google's Keyword Planner. When using this program, remember to look at the number of searches a keyword gets each month. There should be at least 300 for the keyword to be interesting.
2. Produce a video
The next step in the process focuses on the content itself. Once you have selected the keyword, you need to start planning your video.
While using the keyword will make your content easier to find, it won't convince viewers to watch your video. In order for your audience to be enticed to watch more of what you post, the content you put up must be compelling.
In a statement, YouTube reminded content creators that audience retention has a significant impact on rankings, that videos watched to the end are more likely to show up in the platform's search results and suggestions.
There are two aspects that make a YouTube video great:
First, the way you tell a story.
How you present facts and important information will determine how your audience reacts. If the content is presented in a boring, dry manner, viewers won't see the entire clip. Look for compelling ways to present the most boring topics, and you're sure to find an audience that will enjoy watching your content.
Sometimes choosing the best format for your story will make its impact even greater. For example, if you want to redirect traffic, you certainly won't be able to do it in a 10-second ad.
Second, how you edit your video.
This step may be the more exhausting of the two, but it's arguably the most important. Editing adds life to your videos. This is how you can evoke emotion and get consumers to buy your products, subscribe to your channel, or whatever you want them to do after watching your content.
3. Use YouTube Analytics
You should always strive to understand the type of content your audience wants. You can determine their preferences with the help of YouTube Analytics. This tool helps you evaluate the quality of your video and the impact it had on your viewers.
As mentioned earlier, audience retention is very useful. You can actually check if viewers watched your videos until the very end. The tool also lets you know how much content they viewed before they left. Knowing such factors should help you identify the parts where your content became boring and the parts that were interesting.
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How to optimize videos for YouTube?
After creating your video, there are a number of other things you should keep in mind to get a better ranking on YouTube. The factors you should pay attention to include:
1. The title of the video
The title should be punchy and composed of at least five words. This way, you can use multiple keywords and avoid repetition. Just like in content writing, there is an advantage if the keyword is placed at the beginning of the title.
For example: "Video marketing: How to make explainer videos? "
2. The video description
The description box is actually very important, so don't leave it blank. It helps YouTube, as well as Google, determine what type of content you've posted. The more their algorithms can understand what you've done, the more likely your video is to rank higher.
A description should be at least 250 words long. The keyword should be repeated two to four times in this summary. And one of them should be placed somewhere in the first 25 words.
3. The tags of the video
Tags are not as important as the first two factors, but they can still help your creations rank better. By adding targeted tags, it can help position your keyword, and it should make your content more visible in the related videos section of the YouTube sidebar.
The exact keyword you chose can be your first tag. The rest can be variations of that phrase or word. In addition to that, you can use topics that are covered by your video.
4. The YouTube channel page
You can really optimize your channel, and you really should. You can categorize videos into playlists, which allows YouTube to better understand your content. By doing so, your profile can rank better. Also, a well-organized and professional channel should have a better chance of attracting subscribers.
When creating your page description, sprinkle in a few words or phrases that you want to rank for. But never stuff it with keywords!
What's next?
Once you've done all this, think about how you're going to promote your video. While all of these steps will ensure that your content is seen, you should never sit back and wait for someone to discover it. You should be active in promoting your creations.
Share your videos on social media, preferably on the platforms where your viewers spend most of their time. You should also target forums and other popular communities where people like to talk about the latest trends. Just remember that nobody likes spam...
If you apply all these rules well, your Youtube channel should see its number of subscribers take off!
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