In this article, we look at how you can generate more views on YouTube for your business focused video content.
Does your business need to be on YouTube? One billion hours of video content is consumed on YouTube daily. The average user is on YouTube for 40 minutes. According to Cisco, by 2020, online videos will make up more than 80% of all consumer internet traffic.Video matters to your business and with video consumption only set to grow, 2019 needs to be the year you take YouTube seriously. Here we’ll share some tips and tactics to help optimise your next video upload so that it performs better in the YouTube algorithm.
Generate more views on YouTube by optimising video search
YouTube is the second most popular search engine online (searchenginejournal.com) and closely integrated with traditional Google search. The key to generating more views on your business YouTube content is ensuring your ideal customer can find your videos in YouTube search. We want your ideal customer to find and consume your videos because these are the people most likely to take action. There’s little value in attracting more YouTube views from an irrelevant audience.
So what are the things you need to think about when preparing and uploading your new business focused video content?
Boost video views fast by cross-promoting your videos on your other digital channels
The more views and the longer average watch time a video has, the more likely it’ll rank on YouTube. This means you’ll generate results faster if you drive visitors who are likely to engage with the video, namely your existing customers and known prospects. If YouTube sees people are watching your video, then it’s more likely to list it in the YouTube search results, where you’ll attract even more viewers. Promote your content on LinkedIn, Twitter and other channels. Make your audience aware of your new video by mentioning it in emails. Use your video content in blog posts and news releases.
Do your keyword research and use target terms in titles and descriptions
The keywords you use in your titles and descriptions for YouTube videos are very important, even more so than in traditional Google search. If someone performs a search on YouTube and the title of your video exactly matches that search (or as close as possible), then it’s highly likely it’ll appear in the search results. Given the importance of titles and descriptions on YouTube, it’s imperative that you do your keyword research and use these keywords for your videos. A tool such as SEMRush will give you a full list of terms and even questions that people are currently asking. Answer these common questions in video content and you’ll have a compelling asset for your content marketing.
Use your keywords within video content because YouTube transcribes video audio and understands its content
Do your keyword research before you create your video because YouTube transcribes video content into text, and as a result understands what is being said in the audio. This means if you are actually talking about the terms people are searching for within your video then it’s more likely the video will appear in YouTube search.
Write keyword rich video titles and descriptions
The use of keywords in titles is essential. Even better, ensure the titles encourage visitors to click through and watch your video.
Video descriptions on YouTube are often overlooked but valuable for improving the ranking of your video. Ensure you have a description of at least 200 characters featuring the keywords you want to target.
Tag your videos with relevant keywords
In addition to setting a title and description, YouTube will ask you to tag your videos. These tags help position your video in the search results. These tags also help provide the context YouTube will use to better understand where your video should be shown in ‘suggested content’ and recommendations. Remember to use your target keywords as tags. A tool like TubeBuddy will give you suggestions on which tags you should be using for your videos to rank.
What you do in the first few days will have the biggest impact on your video rankings
Fresh video content is given a ranking boost that wears off over time. Within the ‘fresh content’ window, YouTube will give your video greater visibility and study how your video performs. YouTube will base the future visibility of your video on the data it collects in this small window. So what you do to promote your video in the first few days of launch will have a massive impact on the long-term performance of your content.
Create an engaging thumbnail for your YouTube video that grabs attention
If your YouTube video is shown in the YouTube search results, then YouTube will monitor how often your video is clicked (Click Through Rate). In YouTube click through rate matters and one way of increasing click-through rate is to ensure you have an engaging thumbnail. Create a video thumbnail and upload it with your video.
Embed your video on your website and landing pages to increase views outside YouTube
If YouTube sees that your video is being embedded and used widely then it will account for that when trying to judge the value of your video. Get the ball rolling by embedding the video on your own pages. Views and engagement with the videos that have been embedded using the YouTube player will be counted by YouTube.
Encourage likes and comments, these signal your video is engaging and YouTube will increase its visibility
Video engagement isn’t limited to watch time. Encourage your viewers to like, comment and subscribe. These are all positive signals that show your video is engaging.
YouTube wants to keep viewers on YouTube
YouTube values content that, keeps viewers on the platform. If your content only drives viewers away from YouTube then this will be a negative signal. Keep your content balanced and don’t just focus on sending visitors to your own website.
These tips just scratch the surface of the many tactics you could deploy to generate more views on YouTube, but implementing these tips will give you an advantage over competitors who only upload and forget.
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Video marketing stats for your business case
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video. – Wordstream
- Marketers who use video grow revenue 49% faster than non-video users. – Wordstream
- 51% of marketing professionals worldwide name video as the type of content with the best ROI. – Insivia
- Video drives a 157% increase in organic traffic from SERPs.- Brightcove