Figure 1 – check out all of the search terms people used that landed them on a tennis instructional video. Expand your keyword!
I was reading this article by Chris Sietsema about optimizing your YouTube content. I think the author is mostly right on, but I’d like to augment his ideas with a few tips of my own. Remember, YouTube is searchable, and anything that is searchable can be optimized!
1) Make entertaining content. I think entertaining is the wrong word here; it conjures up painful images of corporate suits ordering the marketing department to create a “viral video.”
I think a better word to use is relevant. Make your videos relevant. Every business has knowledge to share. It’s just a question of when and how you share it.
A good example is this video about the odds of filling out a perfect NCAA bracket. This video was released just before the 2011 NCAA tournament and got the majority of it’s views around that time. Now, you may be thinking, “Hey, this video only has 5,000 views.” However what you are not noting is that this video will be relevant every March, anytime someone searches YouTube for “perfect NCAA bracket.”
Sietsema also cites the ingenious “Will It Blend?” video series, which manages to make product demonstration entertaining.
The “Will it Blend” series is a great example of entertaining YouTube marketing and it costs almost nothing to produce. The videos are brief, informative and entertaining. Plus, they provide tangible product benefits.
Find some bit of important knowledge that your business can add to YouTube and start to plan not only what you will release but also when would be the right time to put that content forward.
One more note – keep it brief. I would keep your video at three minutes or less if possible.
2) Find your keywords. This is absolutely essential in order to get your video noticed. Whenever you upload a video, you have the option of adding keywords. Think of any possible search term that someone interested in your video might use in the YouTube search box.
Take a look at the search terms people plugged in that brought them to this instructional/promotional video about tennis lessons (figure 1). The video profited from those searches by adding in keywords like Serena, Roddick and Sampras.
Additionally, Sietsema notes the importance of the YouTube Keyword Tool. This is a great, free resource that allows you to see the top search words that have led people to videos on that topic. You can also past in the URL of a video and see the search words that brought people to that video. Try it now – and then incorporate the phrases that have garnered the most searches into your keywords.
Don’t worry about making the most polished video in the world. Just make something that is interesting, brief (three minutes or less), authentic and – hopefully – entertaining.
I encourage you to check out the rest of Sietsema’s article, where he goes into detail about optimizing video on your website. More so, I encourage you to think about ways you can create optimize your YouTube presence for improved marketing.
Until next time…