On YouTube, it’s all about search. YouTube is the world’s second largest search engine, after Google, and posting videos there will increase your chances of getting discovered. But you’ll want to optimize your videos to get the most out of your efforts. That’s where these 4 tips come in!
As we mentioned, YouTube is the world’s second largest search engine. What does this mean? Well, it means that your customers are likely coming straight to YouTube to search for queries related to your business, whether it’s how to do something that your product can solve, or keywords and topics related to your industry.
So ask yourself: What are your potential customers interested in? What are they searching for? Then, create videos around these topics so you show up when they search.
Showing up in the results for user queries is the first step, but your videos also need to be useful. Unlike in the social news feed, where the objective is to capture attention and keep videos short and sweet, on YouTube you can create longer videos that really dig in to answer people’s questions.
We’ve shared a video from boutique floral designer Jill Gaynor in a few of our posts this month, because it’s a great example of how you can create topical content related to your industry that is also educational. In Jill’s case study, which you can read here, she was able to use this video to create an answer to queries like “DIY gift box with flowers.”
Debby Luttrell is the owner of Stitchin’ Heaven, a unique brick-and-mortar quilting store that also offers quilting cruises to Alaska. Debby has been using TrueView ads on Facebook to target potential customers that are searching for and watching existing quilting videos on YouTube.
In her case study, Debby told us, “when I found out how YouTube advertising could allow you to piggyback off of other people’s videos, it was a game changer. You’re telling me I can run an ad before someone else’s quilting video? That’s a targeted customer. It’s a quilter, and that’s what it’s all about. Targeting search terms is very powerful.”
Here’s her video ad, which has been viewed over 44K times so far:
A pertinent step in uploading your videos to YouTube is optimizing your metadata. Metadata refers to titles, descriptions, and tags. Make sure you use relevant keywords to ensure your videos show up in search results, both on YouTube and on Google. To learn more, check out our blog post on Video SEO 101: How to Get Discovered on YouTube.
Finally, choose a thumbnail (a video cover image) that’ll draw viewers in and help your video stand out from others in the search results. Select something eye-catching that represents what your video is about.
When you upload your video, YouTube will give you three thumbnail options. Choose the most appealing or, if your account is in good standing, you can create and upload your own thumbnail. Use a picture or create something with graphics using Canva or a similar service.
To find out more about how to get started with social video, check out our free guide to Building a Winning Social Video Strategy and head over to the Animoto Social Video Marketing Community on Facebook for challenges, feedback on your videos, and inspiration as you dive into social video creation.