The YouTube guide to getting more views
7 ways to increase your exposure on YouTube
Not getting the views you want on YouTube? You go to the effort of creating or investing into video content that’s relevant, engaging, and well-presented – only to be rewarded with a fraction of the viewers you were hoping for. Disappointed much?
If this is your current mood, this month’s training guide is written just for you. Whilst direct upload to Facebook and Instagram are super-important to get leverage on those individual platforms, failing your YouTube distribution game is one mistake you can’t afford to make when it comes to video.
So here’s how to make sure your video gets the attention it deserves
1. Add a title and description
This might seem like Simple 101, but along with the thumbnail image (which has limited options without a paid account), the title and description are your big chance to engage the viewer.
Use short, sharp and active language. Consider what questions your ideal viewer has in mind when they’re looking for your content – and use your title (100 characters) and description (5,000 characters) to position your video as the answer they need.
2. Keep key search terms in mind when writing these
Have you noticed how YouTube videos often rank first up on your Google search? Videos don’t just stay within the confines of YouTube – when you’re crafting your title and description, using keywords will also help get your video found on Google.
So think: what would someone type into Google if they were searching for your business? Have you already identified your SEO strategy for your website? These questions will help guide you in creating both long and short tail keywords that can be utilised within your video title and description, and also help get your business higher on Google search results.
YouTube is a powerful SEO tool – it’s time to make the most of it!
3. Add tags
Tags help YouTube understand what your video is about.
Again, utilise those keywords. Refer to your User Persona to help guide you in the kinds of questions, interests, behaviours relevant to your ideal customer. Dig a little deeper – it’s worth it.
4. Add subtitles
This is easier than you think, but so worth it. Think of mums viewing videos with sleeping babies in their arms, or families viewing multiple screens in the same room, or insomniacs watching during the night – without closed captions, you could be missing a chunk of your audience!
You can add subtitles from the Video Manager. Find your video in the Editor section, click ‘Edit’ > ‘Subtitles/CC > Add new subtitles or CC. You can either make your own from scratch by playing / pausing the video as you type directly into the box on the right, or choose to click on YouTube’s automatically generated subtitles which should already be displayed as a draft to the right of the video preview.
If you click on the automatically generated draft, you’ll have a chance to review and edit the subtitle text (which is important, as the bots rarely get it 100% correct…although the results are usually great for a giggle!). Then it’s simply a matter of clicking ‘Publish’ and your video is good to go!
5. Add a call to action
Your call to action can educate, inform and inspire people to take action – whatever that action may be! Just make sure it’s there and it’s clear. You can also add your call to action as a ‘Card’, to help drive it home for the viewer. Check out these great call to action examples.
6. Use in-stream ads to promote
In-stream ads are the ones that play before the person watches their selected video*. These ads are skippable, so it’s important for your content to tell a story; to give the viewer a reason to keep watching.
The great thing about in-stream ads is that you can grab lots of information about how your ad is performing, and use this to test and optimise the audience and targeting settings. You can collect data on completed and partial views, subscriptions, how effective your call to action has been, and how many views you gained from shares. This will then help you to create a better, more targeted ad that reaches the people you’re looking for, to get the most out of your video content.
*As an added extra, you can also choose to display in-stream ads across the Google Display Network, or on other sites that purchase Google video ad space.
Leverage your current audience and followers by sharing your video content to your other social platforms.
Videos can also be cross-utilised for other purposes. For example, you can use content at conferences, launches and presentations to professionally, concisely and dramatically communicate your message. You can also embed videos in sites, electronic newsletters, links, or even use within Facebook comments or groups.
And if YouTube still isn’t on your radar, you still need this guide…if only to let you know why you should be using YouTube!
Why You Should be using YouTube:
- YouTube increases your brand recognition and authority – it’s a great way to demonstrate expertise, personality and products/services.
- Save yourself the bandwidth of hosting videos on your website.
- YouTube is a HUGE platform with 5 billion global users, and we watch a mind-blowing one billion hours of content per day.
- A presence on YouTube will reach a new audience who aren’t on Twitter or LinkedIn.
Need more guidance on the world of video? We’re here to help! Check out our free resources to guide your content creation strategy, and get in touch to see how we can bring professional strategy to communicating your business story.