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.