Anyone can upload a video. But few do it well it seems. It is a pet peeve of mine to see a beautiful video just dumped on YouTube..
Beyond creating a video for online versus other media (which is pretty big) – one has to remember that YouTube is a search engine. The second largest. Entertainment, How Tos, anything with Cats will do well – but attention is needed on five core things..
LINKS: Add a contextual (clickable) link in the description back to your online reference centre – be that a website or other network. What’s interesting is that many add links but they aren’t active. Ensure you have the “http://” before the www URL address to make it work.
TAGS: Although I would rely on a good search person’s opinion for a video tag selection, I would start at time & location tags (like 2012, Canada, Toronto), then popular search terms for the topic of the video, then descriptors or quotable titles/sayings within the memorable video. Using the term “best” would be cheating but also indicative that you know how people search on YouTube.
ANNOTATE: I don’t think this does much for organic search results but it is standard practice I guess to note any music used and give credit.
TITLE: Really. build. this. for. search. Use terms that are popular. Use YouTube Google ad words tools to see what related terms there are to your title.
DESCRIPTION: Make it interesting. Explain something about the video content. And double check for relevant key word use within your paragraph.
Finally – don’t wait for views to come. Seed your video – if it is original content worth for eyeballs – submit it to Buzzfeed, to stumble upon, to many of the dozens of sites that aggregate content.
Today’s session on “How to win on YouTube” at #NXNEi 2012, was moderated by entrepreneurial @GuyGal – one of the classiest video know-it-alls, with a kicking panel including @CoreyVidal – the guy that Guy describes as a video know-it-all, @epicmealtime ‘s @Harleyplays [who can cook up a mean turkducken filled with bacon as sampled from 2011 1MM subscriber party] [I’m the invitee that brought the TUMs] and @AlexIkonn – who has designed a life of 4 hr work weeks with luxyhair.com.
Below are my really, really quick highlights:
Chance – I think this was Harley who recognized that part of his success was chance.
Get over not liking twitter. All the social media platforms are connected and help you share your content. @harleyplays #nxnei #ljp #youtube *
“It’s your job as a creator to create what’s next.” @coreyvidal at the youtube @nxnei panel #ljp *
@nxnefest: “Figure out who you are as a person and how you want to be portrayed.” -@coreyvidal #nxnei #ljp #youtube
@nxnefest: Get over not liking twitter. All the social media platforms are connected and help you share your content. @harleyplays #nxnei #ljp #youtube
@sarahbalta: Do what’s authentic to your brand. “There is nothing epic about a mini.” Response from @HarleyPlays when asked to sponsor Mini Cooper #NXNEi [this authencity and consistency message was also discussed by @alexikonn]
this idea that everything is connected and that the use of other social networks aids the distribution of videos. e.g. @epicmealtime used their personal networks to vote up their digg, buzzfeed and other submissions.
that consistency is key in the delivery & development of a youtube channel. E.g. epicmealtime is out every Tuesday – reliably.
that critical to the success of a channel is maintaining content focus that suits the audience you’ve built.
that the first video posts done by those who have had tremendous success – were sticklers for the details – the title, the description, tags chosen, etc.
Post session, I asked a panelist, @alexikonn of luxyhair.com fame, about the value of YouTube comments. I often find the commentary on YouTube rather garbage-y given the often anonymous nature of users. He said – you have to direct a question to the audience at the tail end of the video. With no direction, the commentary will be useless but once directed, you will have valuable comments. Great pointer there. (the same can be said for adding context sensitive URLs ) (a.k.a. clickable URL links). This made me think of all the brands that slap up a 30s spot on YouTube with absolutely no catering to the channel experience..
A few more thoughts on YouTube success ideas:
– if you use music, give attribution to the artist. You will see this well done by fan made movie stories.
*Note: its not always clear who the tweet originator is by the tool I am using. apologies.
A tweet from @JGoldsborough caught my eye: a new video is hitting Youtube “The Starbucks Rant Song” by Starbucks employee, ex-employee, Chris Sizle.
This isn’t the first rant that I’ve heard from a Starbucks employee [blog post ‘To all you silly, sad caffeine addicts”], which was posted on Starbucks’ Facebook page in 2009 and later removed likely by the employee as Facebook identifies first & last name.
What if there is a real issue with the treatment of Starbucks employees. It would have to go beyond ordering a fancy drink (that’s me) or having noisy kids (me again) but I was struck with how similar this rant was to the rant I noticed in June 2009. Which left me thinking – is there possibly an issue with how Starbucks employees are treated at large? Are they treated poorly? (and as a person who has personally funded many a starbucks operation – I wondered in concern for my fellow barristas and if there is authenticity in the relationships I think I have).
What is the best way to handle this video? Firing the employee is the obvious and traditional response – maybe deserved since the rant is beyond ‘healthy dissatisfaction’. But it also seems like shoving an issue under carpet. What if Starbucks acknowledged the issue (if exist). What if the response was to have an employee idea jam or appoint the disgrunted employee into fixing the situation. What if this video was a conversation starter – that at 600K views and growing – it was beyond denying and worth discussing?
I also wondered how many brands could have an honest conversation with their customers about hardships to staff. I say this suspecting many customers may not want to hear about it.. I don’t know. I certainly would be open to hearing what employees think is the cause of purported rude customers. Is it heavy repetition of drink orders? Weak ties to local communities? And has our greater social consciousness and willingness for authentic relationships readied the public for such a discussions with brands?
Beyond being a great singer.. I do wonder about Chris and if he is justified somehow in his rant. I can say that I’m not yet sure what the appropriate response should be for today’s social brand. I’ll watch this one for a bit. Notable is that Chris’ rant is now available on itunes..
I respect a number of folks in video – @rickwolfe from Poststone combines his art for conversation with video (a specialist in digital conversation – I love that). Mark Campbell from @vmgcinematic impressed me long ago on the power of video and Mary Hayes from Engage Learn -with whom I worked on some cool e-learning distributed thru social media projects including videos.
And now – Guy Gal. Yes – I do think that’s his name.
@Guygal is one interesting gal’s guy. Responsible for business development at Biz Media, Guy & company are quick to corner a niche in social video. i had a coffee meetup with Guy earlier this week and left with my brain excited on video.
First – let tell you about Guy – he’s a hacker gone start-up who comes across passionate and unassuming talking in 140 character insight tweets. He was one of 10 teams selected to do the #SXSW Chevy Roadtrip challenge (bravo) and him & team as team autofollow won it . Not hard to see why – check out the team’s thank you video capturing a hungry caterpillar .
Okay – so now some of his talking in tweet gems
“I help liberate video”
On frustration with developers: “you’re developing things that have already been API’ed for you!”
“the play button is the most compelling button on the net”
On planning video content – “online video needs to look like the programming on tv not the commercial”
On using actors in brand made videos: “lose the actors caus the world is real. actra puts a 1 year shelf life on your video”.
Ted – a homeless man holds a sign telling people he has god’s gift of voice and seeks a radio position. A person conducts a video interview – carside, posts it and in less than 72 hours – it has received 130K+ views and importantly, almost 20K comments – making it the 15th most popular youtube video today and no. 1 in the non-profit / activism category.
Sharing a great video from @1zenmom. I like this video because it articulates what is hard to explain to some – that is that we are presently sitting in a revolution – a shake-up as grand as the industrial revolution, information age, etc. Sometimes it is hard to explain how social networks / web 2.0 are shaking up every business model – especially to those who have yet to personally adopt these emerged platforms.