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.
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.
What really floors me about the whole Twilight craze are the amazing fan made online youtube trailors that have emerged. Fans use knowledge of the plots from the four Twilight books to create their own trailors using the first movie, adding headers and video clips that support the storyline. Only one movie has been made with another due in November 2009 and yet, the fans have made trailors for all books and more. It is just amazing to see the talent and effort put into this!
Check out Tiffany666’s version of the upcoming New Moon (book 2) movie (above). For comparison, the official trailor is here. She was rated no. 1 fan made video, gathering over 778K views on youtube earning a five star rating from 2,611 people. It is unfortunate that the official movie site is rather plain with no acknowledgement of the fan made activity but this is also appropriate as the site does give focus and spotlight to the movie with no chance of confusion.
I’ve been thinking about the Domino’s pizza issue. Surely to god thirty somethings understand the power of youtube and mass audiences. And yet, like winning a lottery, I’m sure both Micheal and Kristy, the two Domino’s employees who released the gross pizza videos on youtube, never imagined their little video would get such a large audience (and $7,500 bail out, and lawsuit pending and maybe difficult employment for a good 10 years).
A lot of folks have written about the marketing lessons for Domino’s – the same old ‘you must listen and act on the conversations’ (which I subscribe to) and yet, there is a major policy & procedural lesson here for companies and employee alike. I wonder what kind of company wide acknowledgement Domino’s had that social medias will be used by employees and that there should be guidelines around the use of social media. Of course, I’m sure blogging guidelines wouldn’t have stopped a stupid pizza prank but I am left wondering how many companies acknoweldge what is common activity for their employees.
On the employee side – knowledge about their impact on the customer experience and brand reputation in the 2010s should be a part of employee onboarding.
Sometimes I think news must be pretty slow for news agencies to pick up on such a lame story and yet, the impact of this video is stunning – tons of customers have reportedly called into Domino’s since and sales.. it would be interesting to understand sales impact in that town, region, etc. The videos bring question into quality control, employee training, morale, food safety.