Uploading is just the tip of the iceberg.
But kudos for getting that far. Companies are usually savvy on platforms like Facebook and Twitter but when it comes to YouTube, the potential remains untapped. That's because we have short-form video applications on social platforms. However, it can be argued that other social platforms don't nearly have the marketing capacity that YouTube does.
Why should you start focusing on optimizing YouTube in 2017?
- There's been lots of talk about it, but last year, video marketing was just starting to explode in earnest. This year, video content will represent 74% of all internet traffic.
- Global internet traffic from videos will make up 80% of all internet traffic by 2019.
- 4X as many consumers would prefer to watch a video about a product than to read about it.
So, it's apparent that video is a very important medium for awareness and YouTube is possibly the best platform to manage it.
Why? Because you can also apply SEO (search engine optimization) practices to your YouTube videos. The following are a few ways in which you can quickly optimize each video you upload:
Make sure you are tagging each video with at least 7-10 keywords. This is what Google is looking for when people search words and phrases in their engine. Try not to use the exact same terms for every video because search engines won't like that. Also, note that Google's algorithm is smart and context is important. It won't benefit you to cram keywords that aren't really relevant to your content. However, it's perfectly fine to tag each video with our company name and industry.
The default screenshot that is displayed of your video prior to playing is usually randomly selected by YouTube. It can be changed, however, when you go in to edit an individual video. You may want to scrap all of that and upload your own thumbnail if you have something better and more compelling as a call-to-action. The bottom line is that this is the image people with be seeing and associating with your video so make sure it's not someone mid-blink, or a blurry image.
It makes search engines happy when your videos are organized into playlists. You can either create those prior to organizing and optimizing your videos, or you can create them as you upload a video and tag it. However you choose, your playlists should be posted on the front page of your channel so that subscribers can easily access sections of your page that they choose. Much like a directory.
#4) Channel Trailer
YouTube has one of the best places to house a profile on the internet because it's all video. Nothing beats a live version of yourself. A channel trailer is simply a short, 30-second video that introduces your brand and lets people know what you're all about. Check out ours here.
The trailer is set to play only for people who are new to your page and once they subscribe, it will move off into a playlist. For extra SEO, annotate your channel trailer with a "subscribe button" at the end to really drive subscriptions.
#5) Channel Art
The first thing people will notice when they go to your page is whether or not it is visually appealing. If you have a cover photo uploaded to your page that is blurry, or does not fit, it's worse than having nothing at all.
There are many programs online where you can set the dimensions of the cover art (2560 x 1440 pixels) and produce something that fits with your brand. Same goes for your profile picture. Make sure you are using colors and images consistent with your brand message and that it matches what you have on all your social platforms.
Lastly, you can add all of your social media buttons to your channel art as well. All you have to do is click the pencil in the upper right-hand corner of your cover art and select "edit links." You can add up to 5, but make sure your business website is showing first and foremost.
YouTube is one of the best platforms for video because it is the first place search engines go when someone is looking for one. It is also a program that gives you a lot of control over your own marketing and can be very effective in a digital campaign.