6 Tips to Optimize Your Videos

Six Quick Tips to Optimize Your Videos
Once you record your video, follow these tips to make sure it reaches your core audience and gets the views it deserves.

#1: Make your title count

Just like a headline to a blog post, video titles can pull powerful traffic. There are two main reasons why the title is so important. One, a great title can instantly grab a viewer’s attention. Two, when you use the appropriate keywords in your title, you are more likely to show up on search engines when people are searching for your topic. And remember Google owns YouTube, so there’s a story connection between video and searching.

#2: Provide excellent content

Take some time to think about your ideal viewer. What do you know that they’ll find valuable? What can you teach them? “How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert. This is key as you continue to grow your brand.

Also, no matter how good your content is, it won’t matter if your video is too long and you lose your viewer’s attention. Try to keep them short.

In late 2009, ComScore reported that the average video was 3.8 minutes in length.

#3: Include your URL in your video

When you edit your video, take advantage of the different editing features. One easy feature is to add a text box to your video. This is where you can display your website address and it’s a great way to get exposure.

Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she used a text box in her video to display key information, including her website URL at the end of her video. Smart move!



#4: Take advantage of video’s branding opportunities

For branding purposes, have your company logo displayed prominently somewhere on the screen. You can do this at all times, or during key times in your video.

In the image below, notice how the company logo is displayed in the upper-left corner. You can display your logo throughout your video or only at key times.



#5: Always provide an HTML link

When you post on YouTube, you have the option to write a short description of your video. Always start with the link you want to drive your viewers to so you don’t miss this key opportunity.

Here’s a snapshot of the description boxes from one of my YouTube videos. Notice the placement of my website URL (it’s the first thing you want to put in the box!) and the keywords I used in my title as well as the description.



#6: Go beyond YouTube

Most people post their videos on YouTube. In addition to this, make sure to always embed your video on your own website. This will increase the amount of time people spend on your website and help grow a captive audience.

Also, Google’s algorithms consider how many times a video is viewed, and embedded video views you receive get added to the ‘views’ tally on YouTube. This is important for showing up in Google search results!

Thanks to Amy Porterfield www.socialmediaexaminer.com

Viral Video pays off for Toyota

Some clients ask what is the point of a viral video. From now on, I'm sending them a link my husband sent me to this video produced by Toyota for it's Sienna Minivan. The video "Swagger Wagon" is a textbook case of a successful video campaign that was never meant to air on television but rather YouTube. The video is the first in a series of 8 videos featuring funny mocumentary vignettes about a suburban couple and their kids. The fictitious couple are also tied into a their own YouTube channel.

The video's are getting millions of hits. And companies are quickly learning that money follows eyeballs. Companies are realizing the value of quality online videos and they are sinking some serious money into producing high end advertisements shrouded in a creative entertaining videos. The Toyota campaign must have cost a couple million dollars to produce. I think it proves companies with dwindling budgets see the value in online videos and shows how viral video concepts are becoming a larger advertising and marketing budgets.

-Dawn O'Connell, Executive Producer

Ways Small Businesses Should Utilize YouTube

We all know that YouTube is the number 2 search engine on the Web in terms of query volume. It sounds impressive, but what does that mean for local businesses trying to reach customers? After all, aren’t most of the 13+ billion clips watched each month on the site Lady Gaga videos?

It turns out that while many views are purely for entertainment, a substantial number of videos are watched by people seeking help and information. In fact, there are more than 35 million searches each month on YouTube for “how to” videos. That’s at least 35 million opportunities for businesses to reach people that may need their product or service. (Not to mention the opportunity to show up in parent-company Google’s search results.) But how do local businesses capitalize on this trend? Here are 5 easy ways small businesses can make YouTube work for business.

Create Content that Meets a Need

To reach people that need help you need to create content that satisfies their need. Simply uploading your existing cable TV ad or shaky footage of a walkthrough of your shop is not going to capture any attention or create any interest in your business. It helps to keep the old marketing acronym AIDA in mind when making and using video for your business. AIDA stands for Attention, Interest, Desire, and Action. Capture attention and create interest by meeting the information need of your audience.
For example, if you’re a plumber, a how-to video on fixing a leaky toilet is a great way to get the attention of someone with that problem. You create interest in your service by not only showing how to fix their problem but also providing some additional tips that the viewer might not have considered.

Pay Attention to Production Value

You don’t have to be the next Spielberg, but your videos should be professional and easy to watch. Shaky hand-held camera work, poor audio quality, bad lighting or lack of coherence in the story all lead to viewers changing the virtual channel. Pay attention to the lighting. Use a tripod to create smooth viewing experience. Use microphones and pay attention to the audio. Try to tell a story or clearly walk viewers through the video and what you’re doing. By paying attention to these basics you’ll standout from the massive amounts of poor quality content on the site – earning you more attention and more interest from viewers.
Optimize for YouTube Search

Nearly 24 hours of new video is uploaded to YouTube every minute of every day. In order to be found you need to optimize your video so that it can be found on the site. Here are just a few things to think about when adding your video to YouTube. Include important keywords in the title and be sure your tags include those keywords as well. Choose an appealing thumbnail that clearly depicts what your video is about.
To continue the plumber example, you may want to title your video “How to fix a leaky toilet. XYZ Plumbing top tips for fixing a leaky toilet.” Your tags might be “how to, toilet, toilets, leaky toilets, running toilet, plumbing, DIY” etc. The thumbnail could be a shot of you holding the flushing mechanism (assuming that YouTube gives you that as an option). Your title, keywords and thumbnail all gives your viewers the information they need to decide whether your video will help meet their need and solve their problem.

Give the Viewers a Follow-Up Action

Following the AIDA model you want to create a desire for viewers to take a follow up action. If you’ve created an informational video about fixing leaking toilets you want to give the viewer a compelling reason to follow up with you and a clear path to do so. One way to do this is to provide a special offer and a unique web address in the video.
For example a call to action such as “Print step by step instructions and receive 10% off our in-home evaluation by visiting MySite.com/youtube,” gives your viewers an actionable next step with clear value. The unique URL and discount will also provide you one measurable way to determine how successful your YouTube video is.

Let them Know Who You Are

Don’t be afraid to create awareness about who you are and what you do; it’s important to let people know who they’re getting this valuable information from. You should encourage users to take a step towards a relationship with your company by having them subscribe to your YouTube channel or company email newsletter (if you have one). By building your YouTube subscriber base you’ll automatically reach a built-in audience of potential customers who have opted-in to seeing your latest videos.
Our plumber in the above example could say “Subscribe to our YouTube channel for more moneysaving tips on how to eliminate leaks around your home,” and include that call to action graphically in the video. Alternatively, driving people to a newsletter is another way to form the start of a relationship with that viewer.
Those are just five quick ways local businesses can take advantage of YouTube. There are dozens more, but starting with the basics will put you in front of potential customers who need your help. What tips do you have for making YouTube work for business? I’d love to hear about them in the comments!

About our Guest Author: – Morgan Brown is currently the director of marketing for TurnHere, a leading online video production and advertising company based in Emeryville, CA. Over the past 10 years Morgan has been immersed in various roles of marketing and in particular, online marketing. Morgan is the co-founder of Social Media Club Orange County and has given many talks on how businesses can leverage new technologies to build customer relationships and increase sales, reputation and loyalty. You can learn more about Morgan via linkedin or his personal blog.