Before you press record, start with a conversation about your video’s purpose. Nearly every decision during the video making process will point back to what action you’d like your audience to complete after watching the video.
This is where having your own YouTube channel gets more interesting. The connectivity factor in YouTube makes it a reliable social media platform. Unlike random posts and tweets, videos can easily relate to the viewers. They get to be familiar with what the videos are intended for and at times these viewers get hooked by it. That’s the reason why it’s necessary to make clear, high quality videos. Videos that don’t just promote or entertain but videos that really connects to its viewers.
We understand that YouTube marketing can be an intimidating tool for brands. That’s why we’ve created a complete guide for YouTube pros and newcomers alike. Here we’ll walk through each step — from how to create a YouTube channel and optimize videos for SEO to how to run a YouTube advertising campaign and interpret video analytics.
Start by creating a questionnaire to answer the most crucial unknowns. Build it in a survey tool such as Google Forms or SurveyMonkey and pass it along to the stakeholders of the project. No need for it to be long, but definitely don’t overlook these key questions:
iMovie is Apple’s video editing software. Compatible with Macs and other iOS devices, iMovie is simple, user-friendly, and free on all Apple products. iMovie allows you to create and edit your videos by cutting together clips, adding titles, music, sound effects, basic color correction, filters, and special effects. The program even provides helpful templates that make editing a breeze. The platform supports high quality clips like 4K video footage and makes it easy to share your work directly to a video hosting platform. While a lack of access to advanced color correction and editing features mean that it isn’t commonly used by professionals, iMovie is a great option if you’re just starting out.
But what does shutter speed mean for video? We won’t go too deep into the science of shutter speed, but to pick the adequate setting you will have to do a little math. First, multiply your frame rate by 2. So if you’re shooting in 24fps, that would be 48. This number becomes the denominator of your shutter speed fraction. Since shutter speed is only available in a few increments, you’ll need to round 1/48 up to the next closest setting: 1/50.
For channel art, choose something that represents your business while being visually dynamic. I highly recommend using graphic design tool Snappa to create your YouTube channel art. They have pre-made templates that are sized to fit your channel perfectly, all of which are fully customizable. Try to use similar colors, fonts, and stylistic choices that you make on your website and profile picture. You can also add text to help get your point or brand across more quickly. A great example is AdEspresso’s own channel art:
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Now that you’ve attracted video viewers and website visitors, the next step is to convert these visitors into leads. With most inbound marketing content, this means collecting some sort of contact information via a form. Video can aid this process by visualizing a solution to the buyer’s problem, whether that’s before the form on a landing page or as the offer itself. Overall, the goal of a MOFU video is to educate.
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So, you’ve decided to create a YouTube channel? Great! We can’t wait to see the amazing content you promote. Before we dive in, it’s important to note that maintaining a YouTube channel takes extra time and planning.
youtube video marketing
youtube video marketing
Add additional targeting to your ad to further define the audience. You can target individuals by gender, age, interests, and numerous other demographic and psychographic differentiators. Link your AdWords account to your YouTube channel and click “finish” to start running your ad.
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People in your customer list may not be reading your newsletters, but that doesn’t mean they won’t pay attention to videos. In the same way that you selected a remarketing list from your “Shared Library/Audiences,” you can create a new audience using uploaded email lists.
Above all else, shoot with a tripod. It should go without saying, but the handheld method you use for your Snapchat story isn’t going to cut it. Tripods will ensure you maintain a steady shot and hopefully not break any expensive equipment in the process.
Think about tying your marketing to a larger mission to cultivate a loyal following. According to research conducted by Scott Magids, Alan Zorfas, and Daniel Leemon, customers who are “fully connected” emotionally to a brand spend twice as much on average than customers categorized as “highly satisfied.” Take advantage of this by committing to emotionally-charged marketing that makes customers feel recognized and important.
Friends, coworkers, and even family can be great resources here for finding the locations you need. Keep in mind that for some locations, like businesses and other private property, you will need permission from the owner to film. To keep things simple, it’s best to find your locations through people you know — at least for your first few productions.
There are plenty of tactics you can use to ensure your videos get found easier in search engines. The first thing you should do to derive the maximum SEO value from your video (before you upload your video to any sharing sites) is to host it on your own domain. It’s also important to enable embedding on your video as this will help you increase the likelihood of receiving inbound marketing links. Oh and don’t forget to avail of video sitemaps – in this nifty document Google explains how to create a video sitemap with ease.
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You’ll need to research each to learn where your audience is, and which platform best suits your message. Social media platforms that are more fluid, such as Twitter and Facebook, make it easier to share content, but that content is often very short-lived. That means that these platforms are often better for short-form and live video, or for content that you’ll pay to promote.
By inserting their product into a story of loss, love, and restoration, Google Earth was successful in positioning its capabilities as life-changing — but it doesn’t feel too showy. The video makes you feel that Google Earth isn’t out to make money, but rather, they’re out to build a service to improve the lives of their users.
Instead, flip your lens to manual focus. Use the (+) and (-) buttons to enlarge the viewfinder and move in close to your subject’s face. Then, adjust the focus on the lens. For shooting a stationary setup like an interview, make sure the subject’s eyelashes are in focus — that way, you can be certain your footage is clear and sharp.
TrueView video discovery ads appear on the YouTube homepage, within search results, and as related videos on YouTube video watch pages. When a user clicks on one of these ads they will be redirected to the promoted video.
There will be two images that you choose. The first will be your account’s picture, which will work similar to Facebook’s profile pictures. The second will be your channel art, which will be displayed at the top of your channel much like Facebook’s cover photo. You need to choose these images wisely, as they’ll be one of the first things that users notice about your brand. In the example below, my account picture is the picture of me, and the flowers are my channel art (please note, this is only an example account).
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.
Just like with on-page SEO, it’s important to optimize your video’s title and description. The title is the first thing people will read when scrolling through a list of videos, so make sure it’s clear and compelling — it should make searchers curious about the content or be instantly clear that your video will help them solve a problem. Do some keyword research to better understand what viewers are searching for. Include the most important information and keywords in the beginning of your title. Finally, keep titles to around 60 characters to keep text from being cut off in results pages.
1. Open box buy – In these videos, affiliates will simply open a product in a YouTube video, showing viewers exactly what’s inside the packaging. Then, they’ll provide their affiliate link to that product on Amazon or elsewhere.
So, here’s the thing, you don’t want to start an online business without considering the use of videos. You may haven’t noticed it but everywhere you look, this form of content really draws in a lot of people as compared to the sole use of articles and images. Adding videos to your website is a game-changer and you can search for the numbers if you’re in doubt.
If you plan on having speaking in your video, be sure to use a high-quality microphone to capture the audio. There are many different microphone choices that record audio separately from the camera. There are even mics you can plug into your smartphone for better audio on the go.
Note: Your video campaigns are located with your other campaign types (if any) from the “All campaigns” drop-down menu. You can also use this drop-down menu to view only video campaigns by selecting Video campaigns.
If you want to bid more aggressively on folks who visited an important page (such as your “contact us” page), then create a special audience for those visitors, and boost your bids by setting up a different campaign aimed at these people.
To get started, click here. This takes you to YouTube’s ad platform. YouTube Ads are actually run through Google Adwords, so if you don’t already, they’ll have you create an account. Once you do this, click “Start Now.”
There are several ways to turn articles into videos. The most traditional way is by creating a powerpoint presentation of the original article, which is basically transforming the article text into an animated slideshow. Relevant pictures are then added to the slideshow and voice is recorded over each slide to create a voice-over narration for the video. Finally, the presentation is recorded using a screen capture software like Camtasia and the slideshow is now turned into a video that can be uploaded to a video sharing site like YouTube for sharing.
Getting internal experts or thought leaders in your industry to do short interviews on camera is a great way to build trust and authority with your target audience. Find the influencers in your industry or those with a different point of view and get these discussions in front of your audience.
Second, video editing programs are very particular about where you keep your files. We’ll cover software options more in the next section, but for now know that if you don’t stick with the original file structure, you may find yourself buried in error messages.
Marketing that empowers the consumer — rather than making them feel inadequate — resonates. Acknowledge those all-too-familiar human emotions like anxiety or self-consciousness, and turn them on their head.
According to an upcoming report from HubSpot Research, 54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) or social image (41%) based content. We also found that video content was the most memorable (43%) in comparison to text (18%) and images (36%).
In this video marketing series, Facebook presents 12 different functions of the platform as they relate to real-life user scenarios, such as the need to turn notifications off, add a friend to a group, unfollow your oversharing friend, or use a sticker to express feelings that don’t quite translate into words (explained in the video above).
The latest figures from Alphabet Inc (the company formerly known as Google) are out, and although Alphabet didn’t disclose how much money YouTube is making, experts estimate the video platform’s annual revenue has now reached $10 billion. …
Social Sharing and Comments: If you’re on social media, you’re probably familiar with sharing and commenting. Social shares and comments are good indicators of how relevant your content is with your target audience. If a viewer watches your video and takes the time to share it with their network, you probably created a great piece of content. Social shares are also important because the more times your video is shared, the more it’ll be viewed. If your goal is to reach to reach a lot of people, social shares is good metric to track.
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One note about shooting with two cameras: Your editor will need to sync the footage between the different views. Right before you ask the first interview question, clap your hands loudly in the view of both cameras (yes, just like an old fashion clapboard). Modern editing software like Premiere have auto-sync features, but this loud clap will help you line up the clips initially.
Intel’s five-part “Meet the Makers” series looks more like the inspirational, uplifting stories you see on the news rather than videos created by a brand. Each video profiles a person around the world who uses Intel products to create amazing experiences and new technology.