Online video is difficult to strategize and implement for many businesses. While at SXSW Interactive, I attended a session and got some tips that you may find useful.
The session focused on how Bob Villa made the transition from a regular home improvement television show to a successful online video presence.
1) Use a broad list of keywords. Try to think of any conceivable way that users may look for content that relates to your video. Any search term that is remotely applicable should be applied.
If your video is about how to ice a cake, start thinking about any term that may apply. So besides “cake” and “icing”, you may generate a list of 50 more. Terms like “wedding”, “birthday”, “frosting”, “chocolate”, “devil’s food”, “cream cheese,” “coconut”, ‘how to”, etc. You may want to look at your site’s Google Analytics and YouTube Analytics to see what keywords bring people to your site or videos.
People may use different search terms to find what they want – think broadly and make it easy for them to find you.
The lower cost of online video can also help calculate an ROI, based on what would be spent on a traditional advertising route, like a TV ad. In fact, the panelists noted that they can create 40 online Bob Villa videos for less that the cost of one television episode.
3) Go where the customers are. Don’t limit yourself to YouTube. Also put video content on your website and on Vimeo, Facebook and HULU — make sure that wherever people search for helpful videos, they find your content.
4) Content is king. Create relatively concise videos that serve a purpose, whether that is to inform or to entertain. You are competing with the video of the cat fighting a toaster, so you need to create content that is worthy of their time.
Also, I would highly advise against trying to create something meant to be funny or to go “viral”. You can’t make something viral, it has to happen on its own. Create useful content, allow people to engage with that content (DO NOT disable contents and ratings on your videos), and then socialize that engagement with sharing functions.
Now get out there and make some videos! Until next time!