On the other hand, plenty of businesses churn out a slew of social videos. But since they’ve simply replicated fads they’ve seen, there’s little substance and next to no regard for their audience’s challenges or habits.
It’s important that you reset the way you look at YouTube channels versus YouTube pages as you begin to think about YouTube strategically. You need to think of YouTube as a kind of second website. Your channel is the homepage that anchors your YouTube website. Your videos are the webpages.
In addition to driving organic traffic to your content, there are also several paid options for promoting your video on YouTube. In this section, we’ll dive into some of the basics on how to run a YouTube advertising campaign.
The two exceptions here are 1) if you’ve built up a large subscriber base who you know will happily wait through the ads for your content, and 2) if your business is becoming semi-famous on YouTube. Still, for the latter, wait until you have at least 5-10 thousand subscribers before enabling ads.
Now you may be thinking, that’s great but my audience isn’t on YouTube. Think again. One third of all online activity is spent watching videos, and YouTube has more than a billion active users. The platform is so expansive that it can be accessed in 76 different languages, accounting for 95% of the world’s population. Still not convinced?
youtube video marketing
Video marketing makes a difference in every vertical. Whether it’s B2B or B2C, the bottom line is the same: Viewers are consumers, and videos are designed to be consumed without asking too much of your audience.
(By the way, many marketing touch points you already love are more upper-funnel than they get credit for. For example, even PPC search qualifies as an upper-funnel touch point for all the folks who don’t convert to one of your preferred marketing behaviors or objectives during the search-driven session. Those bounced or abandoned visits often educate the visitor about you, your products or services, simultaneously exposing them to your brand.)
Putting a sense of urgency (limited time) behind your message can be a powerful psychological motivator (take action now so you don’t miss out). This makes your message not only compelling, but also actionable.
When it comes to online video views, gaming is one of the most popular topics ever. Such is the popularity of user-generated content, all of the top 10 gaming franchises earn the majority of their views via Influencers, not via official branded videos. …
With your budget, skills, and resources in mind, think about the creative roadblocks that might arise. Do you need a designer to create lower third graphics? Are you going to create an animated video or a live action video?
Starting in May 2017, YouTube will no longer allow users to add annotations to their videos. Instead, they are encouraging users to incorporate cards and end screens in their videos to poll viewers, link to external sites, or direct people to other videos. Thankfully, cards and end screens are as easy to add as annotations. Cards are small, rectangular notifications that appear in the top, right-hand corner of both desktop and mobile screens. You can include up to five cards per video, but if you’re including multiple cards, be sure to space them out evenly to give viewers time to take the desired action.
Start with photos: You may not have aspirations to be a professional photographer, but by switching your camera off video mode, you’ll be able to see the relationship between aperture, ISO, and shutter speed a lot faster. Take a ton of photos and change each setting incrementally. Over time, the numbers will be less intimidating and switching between settings will become muscle memory.
Alright, you’re ready to publish your video. You shot the footage, edited it together, added music and a voice over, and exported it for the web. The next step is to get your video online so your audience can start enjoying it. You have several options for hosting videos online, and in this section, we’ll talk about some of the best ones.
“In a prior paper, we found that emotion plays a big role in which New York Times articles make the most emailed list. But interestingly, we found that while articles evoking more positive emotions were generally more viral, some negative emotions like anxiety and anger actually increased transmission while others like sadness decreased it. In trying to understand why, it seemed like arousal might be a key factor,” says Berger, the Joseph G. Campbell Jr. Assistant Professor of Marketing at the University of Pennsylvania.
In addition, it’s really important that you track all of the leads you get from YouTube – because they’re educated about your product. And an informed lead is worth roughly 10 times the value of an uneducated lead.
It only makes sense that before we dive into how you can grow your channel, we’ll cover why you would want to do so. There’s plenty of great benefits to marketing on YouTube that many businesses don’t fully consider. The first is self-explanatory: video is huge right now. It is dominating the world of marketing and if you aren’t using video, you’ll almost certainly lose out to your competitors. Read the full article »
Video is growing to dominate your audience’s online activity: 78% of people watch videos online every week, and 55% watch videos online every day. If you don’t already have a video marketing strategy in place for your website and social media, you’re missing a tremendous opportunity to reach and engage with your audience.
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When writing your description, you can try to optimize for the top keywords, but also additional keywords that you think could be helpful. In the video above, you can see that the description has keywords like “rainbow unicorn cake” and “classic rainbow cake.” Both of these may be search terms, and they have their bases covered.
Euro 2016 is the second most popular football tournament in the world after the World Cup, and fans of the game are turning to YouTube in their millions to catch the latest football-related content. A new report from Tubular confirms that UK football videos alone generated 6.2B views and 194M engagements in 2015, while German and French football-related videos generated a combined 2.5B views, and 71M engagements….
Logically speaking, as more people go back to your website for the videos or even to your YouTube channel, traffic will also increase. People might look for the videos on YouTube at first but as they find your videos useful, they will eventually follow the link to your website and that can drive more traffic. The secret is patience.
“This book will fill you in on what you might be missing from your YouTube video strategy and where to improve, especially when it comes to the most important aspect for driving true success—creating compelling web video content that’s worth sharing.”
Last in the Exposure Triangle is ISO. In digital photography and videography, ISO measures the camera sensor’s sensitivity to light. On your camera, you’ll see the settings referred to with numbers in the hundreds or thousands (e.g. 200, 400, 800, 1600, etc).
Banner and text ad retargeting/remarketing of audiences is great and easy, but if you didn’t get the message right when someone was at your site, it may take a video to tweak this message in order to get that visitor’s attention.
At one point, everyone in this industry was a newcomer. That’s why here at Tubular we wanted to get the perspective of someone who’s just starting his career in online video and why the industry matters to him, as part of our “Day in the Life of” series. Nick Torchon works as an intern at the YouTube comedy and gaming channel Funhaus, which boasts over 1 million subscribers….
You spend a lot of time, energy and advertising dollars in PPC search and social. Plus, your sales team is out there. Yet most website visitors leave without taking any of the actions you’d like them to take — either they aren’t ready, or you didn’t get the message right.
If you’re lucky enough to have a very large email list, consider uploading segments (instead of uploading the entire list into one audience), particularly if you want to provide each segment with a slightly different message or call to action.
In the Five Guys Review, even though the host is talking to the camera the entire time, his personality, and his ability to move through the story from start to finish keeps you watching the entire time.
To mask jump cuts, you can also shoot with two cameras, especially if you’re recording an interview without a script. Camera A would be the traditional, straight-on shot. Camera B should be angled 30 to 45 degrees to the side and capture a distinctly different shot. The editor could then flip between these two views to make the cut appear natural.
Brand videos are typically distributed as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services. The goal of brand videos is to build awareness around your company and attract your target audience.
For any TOFU video, avoid speaking about your product too much. Instead let your brand values be your north star. Finally, because these videos can live on a variety of channels, keep in mind the strategies of each platform. For example, a Facebook video might have a square aspect ratio and text animations for soundless viewers.
To create a TrueView video campaign with only one ad format, follow the first set of instructions below. To create a TrueView campaign with several ad formats, continue to the second set of instructions below to create an additional ad group.
The part in italics is what will show as the title on YouTube. You see that I leave a cliffhanger that will make people want to click. I also put in the keywords search engine optimization and SEO in there to make it clear what the video is about. I’d then put the Google logo in the thumbnail to catch the eye and make sure people know it’s about Google SEO.
Zara is the Digital Marketing Institute’s Digital Marketing Executive. She writes about all things digital marketing, including search, social media, email, mobile and Analytics. Her core passions are content creation and small business strategy.
The traffic sources report shows how viewers are finding your content online. This provides valuable insight on where to best promote your YouTube content. For example, you can see if viewers are finding your content through YouTube search or Twitter. To view more in-depth traffic reporting, click on the overall traffic source category. This data can help refine your YouTube marketing strategy. Be sure to optimize your metadata based on your findings.
Plus, the money you’ll make as a result of these monetization options isn’t exactly going to be sending you into early retirement. You might make something like $1 per 1,000 views, and you can’t even get paid until you hit the $100 mark. For most businesses, this takes ages. Many find that it’s not worth the risk of losing viewers for pennies of potential profit.
Annotations are text overlays that you can place over your videos. With annotations, you can layer text, links, and hotspots over your video to enrich the video experience with additional information, interactivity, and engagement.
Instead, place a laptop below the eyeline of the camera. Break the script into short paragraphs and record it section by section until you capture a great take of each. If you plan in advance when the final video will show b-roll (supplementary footage or screenshots), you can have your talent read those lines directly off the laptop like a voiceover.
For instance, as the person behind the camera, you may believe you collect ample footage and ask all the right interview questions. But to the editor, you may actually be shooting too much of one type of shot and missing out on some that would make their job a lot easier.
Last year, in case you missed it, YouTube improved their comment moderation tools, making it easier for channels to weed out or prevent comments containing certain phrases or words from being able to appear on their videos. You can read more about comment moderation here.
First, video files are incredibly large, so it’s very unlikely you’ll want to store any of them on your internal hard drive. You will quickly run out of storage, and your computer’s processing speed will begin lagging under the weight.
Once your channel is setup, it’s time to start populating it with content. This is where the fun begins! In this section, we’ll talk about some different types of videos you can create and walk through how to film and edit videos. Overwhelmed? Feeling uninspired? Check out our list of great video advertising and marketing campaigns for creative ideas to inspire your next project .
You guessed it right; the biggest influential factor that launched this form of marketing was YouTube. Of course, there were other websites that offer video upload and streaming features but they weren’t as strong as YouTube.
This is where you can begin to see how the three factors of the Exposure Triangle work together. When you have a low-lit situation, for example, you may choose a lens that can shoot with a low f-stop to let more light into the camera and avoid making the shot too noisy with a high ISO.
Keywords are the other important thing. You need to make sure you put those keywords in your title so it attracts the right audience. Keywords like social media marketing, search engine optimization, conversion rate optimization, ROI, and blogging are all keywords you’ll find me using. If you know your niche, you’ll know what keywords you need to use.