Uploading videos to your brand’s YouTube page is more than just, well, uploading videos. Try to think of YouTube as a search engine and not just a place to keep video, since after all, it is the second largest search engine in the world next to Google. If you use the tools correctly, it can be the go-to platform for your audience.
There’s a science behind marketing videos effectively, so use these tips the next time you make a video for your YouTube channel to boost SEO and increase traffic to your site.
Vamp Up Your Account
Customize your personal brand! When people visit your channel, your header and profile photo should immediately grab their attention (in a good way). Make sure your header and icon are brand-related and respectable. When you upload a video, make sure the thumbnail is attention-grabbing. YouTube Studio automatically chooses a thumbnail image for you, but it’s recommended that you create your own because your video is more likely to be clicked on when the thumbnail is eye-catching. A thumbnail’s dimensions are 1280 pixels wide by 720 pixels tall, or a 16:9 ratio.
Above: An example of an uninformative thumbnail VS. a very eye-catching thumbnail. Get creative!
Pick a day or part of the week to regularly upload videos so that your subscribers develop a following routine and look forward to your next video. Create different playlists to keep your content organized and your page easy to navigate.
When uploading a video, be sure to add cards and end screens (annotations). Cards pop up in the top corner of a video suggesting a video or playlist for the viewer to watch next. End screens typically appear at the end of a video showing thumbnails which you can link to a video or playlist of your choosing. You can also add a subscribe button, which is highly recommended. Adding these will increase the way viewers interact with your channel.
Make sure to customize your video’s thumbnail, tags, cards, end screens, and add it to a corresponding playlist. Use Google Trends to find out which tags would bring the most viewers to your video!
Pay Attention to Your Audience
Once you know who your target audience is, try to find content similar to yours and see what’s working and what isn’t. This way you’ll know what kind of content to create and what to avoid. If you find other creators whose content is similar to yours, collaborate with them! You can help each other out by tagging one another, thus increasing traffic to both of your sites.
To attract your audience, you need to know what they’re typing into their search engine so you can use the right keywords in your videos, titles, tags and descriptions. Google Trends is a great tool to use – it tells you what words are trending, and you can even compare multiple words or phrases to see which is being searched the most and incorporate those into your content.
Be Passionate About Your Content
Interact with your subscribers! Talk to them throughout the video, tell them to subscribe at the end of the video and visit your page, etc. YouTube organizes their content by popularity, so telling your viewers to leave comments and questions or start a discussion will help push your video to the top of the search results.
People pay attention to the length and quality of your videos. You can use a smartphone to film your videos, but it won’t look as professional. Investing in equipment like a new camera, tripods, backdrops, lights, and a microphone will pay off, and your viewers will notice it too. 60 seconds to 4 minutes is the ideal length of a YouTube video. Longer videos tend to get fewer views, so try to make shorter videos and put them into a playlist rather than having an extra long video.
Some of the most followed brands on YouTube are Google, GoPro, Lego, Chanel, and BMW. These brands create unique content that tell stories, is suspenseful, informational, or engaging…
For example, BMW doesn’t just upload videos about new models coming out. Their channel includes videos of test drives, location scouting, oddly satisfying BMW moments, and even footage of a mountain biker jumping over one of their cars – all while still successfully, and passionately, promoting their brand.
What we can take out of this is, go outside of your comfort zone and try something different! After all, you won’t know if something works unless you try.
There are a lot of things you can do to enhance your channel and content on YouTube, so take advantage and dive in.
Have any questions? Leave a comment below!