As the premier video search engine, online community, and powerful marketing tool; YouTube is far more than just a place to upload your videos. Humans are often visual creatures, and YouTube offers marketers a unique opportunity to drive inbound traffic to a target site via the video medium. Creating video content is often relatively inexpensive and requires little more than time and a good microphone.
Here are some tips to make the most out of your YouTube posts:
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The Basics
Video Content
Without quality, engaging content your viewers won’t stick around no matter how flashy your production skills. It’s okay to repurpose existing collateral into a video format, but be sure to keep it fresh and relevant. Now is the time to flex those creative muscles you haven’t used since college.
Video Quality
Whenever possible, upload in high resolution. We are a pixel-dominated world and if slides/text in your video are too hard to read, (especially on a small device) users won’t stick around. Your goal is to educate and engage, not perform an eye exam. Be sure to use a high-quality microphone as well. Static and background noise will draw attention away from your message.
Video Length
Speaking of attention span, in our “TL;DR” (too long, didn’t read) society, it is important to hit the video length sweet spot. The average length of the most popular videos on YouTube is 3 minutes, so strive to keep it between 2-4 minutes per video.
Further Optimization
Bow to the Algorithm
YouTube is a search engine, so be sure to include the standard metadata as you would with any other search submission. Be sure to format the title, tags, description, etc. as thoughtfully as you would an HTML page. Higher rankings on YouTube mean more views, more ratings, and more push-through traffic to your website.
Account Optimization
When creating your account/channel which you will post your videos to, use your brand name. Take full advantage of the YouTube profile page, and optimize the text; include links; and tie in the theme with that of your brand image. Consider also watermarking your videos with a (small) URL or image to further tie things together.
Make It Easy
Viewers will have varying degrees of language-familiarity, free time, and laziness. Make it as easy for as many people as possible to get your message. Consider adding captions/subtitles to your videos to assist the hearing-impaired or non-English speakers. (Or people sneaking in some on-the-clock viewing!) Also, include a link back to your site as the first line of the description. It’s easy to find for viewers who want more info, and will display even without clicking on the “more info” option.
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Keeping these guidelines in mind won’t guarantee a viral hit, but will go a long ways towards bringing in more views and traffic to your target site. Like any marketing strategy, be sure it is in line with your overall brand message. And, since a single video isn’t going to deliver your overall brand message, be sure to keep these tips in mid with each video you add to your channel. Uploading content on a regular basis will build your credibility as well as start fostering a community around your channel and brand.