How To Optimise Your Videos For YouTube
YouTube and the power of interactive content has become more and more evident throughout the years. However, with new technologies such as Google Voice Search and AI, the need for videos with snippets of information is becoming increasingly prominent. YouTube has also seen astonishing numbers in recent years with 1,000,000,000 mobile views per day, therefore, this is a smart business move as this has the potential to dramatically increase the number of conversions generated and boosting overall brand awareness as a result.
Here, we’re taking a closer look at just some of the ways that you can optimise your videos to help you on the YouTube platform as well as spread this success to other areas of your campaign.
The Importance Of Quality
Before even looking to optimise the content, it is crucial that the content that you are creating is up to a high standard. This will be an advantage to you as content that is engaging and looks aesthetically pleasing is likely to have an increase of engagement when compared to a video that is of low quality.
In addition to this, it is key that the content that you are creating has a clear theme as this ensures that it is fit for purpose and gets the message across in a clear and concise way.
For the best results, ensure that your upload settings are optimised to adhere to the quality that you have picked to film in (1080p or 4k) and ensure that the video plays without any errors to avoid any issues once it has been uploaded. This level of quality is crucial as almost 5 billion videos are being viewed per day across multiple different genres of content. To capture this audience would be a great help to the overall success of your campaign and can generate a number of leads as a result.
The Impact Of Ranking
By ranking with video content on Google whilst ranking on traditional Google search platforms, you are more likely to have positive feedback from the content. This is key as the trading page on YouTube can have a serious impact on the visibility of the content that you are creating. With the way that the YouTube Algorithm is programmed, a video will need to be viewed from multiple different sources in order to appear on the trending page. This is why content from original creators is difficult to find on the trending page as it has gradually become tailored to the more mainstream content being created. However, this is not always the case with larger influencers such as Shane Dawson and PewDiePie who generate a large amount of media coverage with every upload. This is not only due to the sheer number of subscribers that they both possess, but also due to other media outlets using their name and video links to increase their own click-through rate.
This media coverage with external links is what helps the site rank. Therefore, if you are creating content that is of a high quality and promoting this across multiple elements of your content strategy, this is likely to boost the video up the trending page due to the number of external visitors. In recent months YouTube has adapted this algorithm allowing for users to have a content ranking within five categories, (music, live, gaming, news and movies) this, therefore, creates a number of opportunities to level the playing field for creators in order to rank with optimised content.
Call To Actions
Another way that you can optimise your video content is through the use of clear call to actions. Due to the platform being completely user based, it is important to think about the benefit of a clear call to action in all of your content. This is present in influencers on the platform asking users to subscribe to the content that they are creating. This is crucial as this call to action can be adapted to suit your business model. This is valuable to your business as you can then add other links into the description bar to help aid conversions.
For example, if your business was an e-commerce site selling a wide range of products, your video could be a review on an individual product with an external link in the description to your site. This way, you will not only gain subscribers on the platform but also link potential leads to your site.
Stick To YouTube Guidelines
A prime example of a channel that operates in a similar way to this on the social media platform is Ryan’s Toys Review. This channel receives anywhere between 1.6-3.5 million views per video with a wide range of different topics ranging from advertisements to general educational videos that cater to the younger audience. This is a good example of successful YouTube video optimisation as it is content that fits in the YouTube guidelines, whilst being engaging. This makes the content “brand safe” allowing advertisers to benefit from both advertisements on videos and sponsorships as a result. This is beneficial for the business as this allows for the content to be optimised in a way that aids them and the products that they are selling.
By sticking to these guidelines and creating content that is fit for purpose you are likely to see highly beneficial results. Although it may seem tempting to cut corners, it is crucial that the rules be followed to avoid any risk of penalisation as this could then have a knock on effect with the rest of the campaign. This list of guidelines includes the fair use of content and respect for copyrighted content as well as protection against any content that is misleading or may be scamming the audience. These, as well as the number of other community guidelines that can be found on the about us page, should be adhered to at all times to ensure the success of your content.
Promote The Results
Once the content has been created it is key to promote the results that you receive. In order for your content to be optimised, it may be beneficial to have the link embedded in other content such as a supporting blog post. This is key as this will help to generate backlinks from the video as well as help to optimise the content with the embedded link. By promoting this across other social media platforms such as Facebook and Twitter, you are increasing its reach and ensuring that your chosen target audience is being targeted across multiple platforms helping to further extend the reach of your campaign and the potential for leads.
Another way that you can optimise the content that is being created is through subtitles and accurate translation. Due to the social media platform having such an expansive user database, this can also help to open up the viewing experience to other non-English speaking countries. In doing so, you then have the potential to drive international links to your site thus boosting the amount of traffic per month. A recent study has shown that by adding subtitles or translations to your YouTube content you can increase the overall watch time by 40%. This study also found that 80% more people watched the video through to completion when captions were present as this allowed them to understand every aspect of the video. This is a tool that can be used to put you above your competitors as this valuable section of the audience that are opting for this style of content. However, this audience is yet to be utilised by many on the platform, meaning that their watch time has the potential to be significantly shorter.
With all individual elements such as the overall theme of the content as well as the sound quality and overall video quality, there is no reason YouTube content cannot help to boost a content campaign and lead to a number of successful conversions for your product or service.
For more information on how video content can help to boost your SEO as well as other services that we provide, get in touch with a member of our experienced team on 0800 088 6000, today.