First up, frame rate and resolution. As with most things in video, there are a bunch of customization options. But for now, know that the main choice you have is between shooting your video at 24 frames per second (fps) or 30fps. Video experts often credit 24fps with a more “cinematic” look, while 30fps is considered more common, especially for videos that need to be projected or broadcasted. Rule of thumb: Ask whoever will use the file in the end and shoot based on their preferences. Then, be sure your resolution is at least 1920 x 1080 to maintain quality footage.
TrueView In-Display Video Ads – These videos are promoted next to the YouTube videos, but your video does not play automatically. Google only charges your AdWords account when people click on the thumbnail of the video and start to watch it.
Now that you’ve set up your channel for customization, upload your trailer. Click the arrow upload button in the upper right-hand corner and select your video file. Remember to add keywords to your trailer name and description. Once your video uploads, click on the “For new visitors” tab on your channel homepage.
At the same time you’re creating your storyboard, you’ll also want to decide how long your video you should be. On YouTube, videos under two minutes receive the highest levels of engagement. Your video should be just long enough to deliver the key messages that align with the goal you set in step 1. If you do create a longer video, experiment with how you present content — the pacing, story arc, and visuals — to keep viewers interested throughout.
A purchase may have been made, but there’s still a lot video can do to leverage the post-conversion stage of your funnel. During the delight stage of the Inbound Methodology, your goal is to continue providing remarkable content to users in hopes that they’ll tell their connections about their experience or upsell themselves. Therefore, the goal of a delight video is encourage your customers to embrace your brand and become brand evangelists.
Alright, you’ve put a lot of time and effort into your YouTube channel. You’ve created interesting content, optimized it for SEO, and shared it across different platforms … now it’s time to measure your success.
Video can also provide social proof for your product or service. According to WebDam, customer testimonials have the highest effectiveness rating for content marketing at 89%. When creating video success stories focus on the story of your customer and the success he/she achieved from using your product/service. This nifty question template from Copyblogger will help you create awesome and human-focused video and written testimonials.
What does aperture mean for your video? When a lot of light comes into the camera (with a low f-stop number), you get a brighter image and a shallow depth of field. This is great for when you want your subject to stand out against a background. When less light comes into the camera (with a high f-stop number), you get what’s called deep depth of field and are able to maintain focus across a larger portion of your frame.
But while you’re maintaining the fun level on set, remain vigilant. It’s your job to pay attention to the little things, like making sure all of the mics are on or noticing if the lighting changes. Record each section many times and have your talent play with inflections. When you think they’ve nailed the shot … get just one more. Options are great and your talent is already on a roll.
In addition, video production has become vastly more accessible to marketing teams of any size. Production equipment is more cost effective than it once was, and now even smartphones can shoot in high-quality, 4K video. Plus, for most social videos, the more simple and raw the video, the more authentic the content — and that’s what really matters to your audience.
Using the above example of Business Insider, you may not want to target all the viewers of all their content. Some of their most popular videos have little to do with business — but even among those that are business-related, some may be geared toward viewers who may not be in your target audience. So, rather than targeting an entire channel, you may want to place an ad against a video that has relevant content and a decent number of views.
Okay, you now have a Google account, and you’re ready to publish some awesome video content, but we’re not done yet! You now need to set up a YouTube brand account. A brand account allows users to manage editing permissions and create a more holistic online presence.
Before launching any marketing campaign, it’s important to determine your primary video goals. Your goal could be to increase brand awareness, engagement, or even conversions for a free trial! However, it’s crucial to pick out just one or two goals for each video. When you have more, your video will seem unfocused, which makes it difficult for viewers to determine what they should do next.
youtube video marketing
When it comes time to shoot, clear out unnecessary people from the room and turn off the overhead lights. With your three-point lighting setup, there will be no need for those harsh fluorescents. When — and only when — everything is set up, call in your talent. There’s nothing worse than being nervous, and then having to anxiously watch as lights are turned on and the camera is tested.
Instead, if you know you’re recording in a controlled environment (like a conference room in your office) we suggest recording with a shotgun mic. They’re reliable, remain out of the shot, and record background noise in a natural sounding way.
If you know how to manage your YouTube channels, you can actually earn more revenues. You see; videos that are being watched more often can be used as an advertising tool and YouTube actually pays the subscribers that get a lot of hits on their videos. How to get money from YouTube might fall on a different topic but at this point, we just want to stress out the importance of creating high quality and interesting videos.
In the section on preparing the talent, we discussed how to record your script in short sections. If the editor were to place each of these sections side-by-side, the subject’s face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, you should have b-roll not only to enhance the story, but to mask these jump cuts.
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.
Like any good campaign or content generation, it’s important to establish what you want to accomplish with your video before you get into the nuts and bolts of bringing it to life. Do you want to increase awareness for your brand? Drive inbound website traffic? Add subscribers to your channel? Increase social shares? Or do something else entirely? Establishing a singular goal at the start of the production process is key and will allow you to focus the video’s script and strategy on accomplishing it. It’s perfectly OK to have multiple goals for your YouTube channel, like increasing brand awareness and adding subscribers, but the best practice is to focus on one goal per video.
Finally, consider adding intro and outro music. Intro and outro music, or bookends, can serve as a theme for your content and is a great choice if you don’t need music throughout your entire video. Bookend music can help set the tone for your video, naturally split your content into chapters, and leave your viewers feeling complete. While some videos feel unfinished without background music, others just need a little to tie the project together. Pay attention to videos that have a similar style to see how others utilize music.
YouTube’s not the only video marketing platform anymore, but it’s still the biggest, with more than just their 1.5 billion monthly logged-in viewers consuming video content. And while Facebook and Twitter are making video a bigger focus, YouTube remains a key video destination. If you’re looking to make the most of your video marketing efforts, YouTube should definitely be on your list… Read the full article »
You can also add a custom watermark to all of your videos. To do so, navigate to the branding section of the Creator Studio. The watermark serves as a custom subscribe button that viewers can click anytime when watching your videos.
If your audiences are large enough so that the Venn diagram of their intersection is large (and valuable), you can combine these targeting methods with different ads or different bids, as well as layer in other traditional demographic targeting options.
Not sure if you should go in-house or outsource? Phil Nottingham of Wistia makes it incredibly clear in this image below. If it’s a low-budget, low-risk effort, stay in-house. If you’re ready to take it seriously, hire an expert:
Apply the principles outlined here and grow your presence on YouTube. Remember, it may not work on the first try, but continuing to produce high-quality content on YouTube can deliver amazing results.
There are many options for editing tools and software. Depending on your operating system, your computer may come with free editing software such as iMovie or Windows Movie Maker. These programs provide basic editing tools, like the ability to cut clips together, add titles, and add limited effects and color correction. There are also higher end, more expensive options such as Final Cut Pro X or Adobe Premier CC, which offer an array of editing tools. YouTube even has its own online editing platform you can use to compile your clips and edit together your video.
The last step here is particularly crucial: the targeting section of the campaign creation. You can target based on location, gender, age group, their web activity, and interests. Take all of these into consideration; interest targeting is perhaps even more important here than it is on Facebook Ads.