{"id":140937,"date":"2020-04-27T11:43:08","date_gmt":"2020-04-27T11:43:08","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=140937"},"modified":"2020-04-27T11:43:08","modified_gmt":"2020-04-27T11:43:08","slug":"ultimate-guide-to-video-marketing-on-youtube","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/04\/27\/ultimate-guide-to-video-marketing-on-youtube\/","title":{"rendered":"Ultimate guide to video marketing on YouTube"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>YouTube&#8217;s popularity has made it the second most popular search engine after Google.<\/li>\n<li>For marketers trying to market their products and services to new audiences, YouTube needs to become a priority.<\/li>\n<li>Venngage&#8217;s Ronita Mohan outlines everything you need to know about YouTube product marketing in the ultimate guide below.<\/li>\n<li>From deciding your target audience and goals to creating great, targeted content, YouTube SEO, metrics to analyze and more material that will add value to your video marketing efforts.<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">YouTube marketing has fast taken over the world, not just because of the popularity of online videos but because of the accessibility of the platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This has led to <\/span><a href=\"https:\/\/foundationinc.co\/lab\/youtube-statistics-b2b-marketers\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">YouTube becoming the second most popular search engine<\/span><\/a><span style=\"font-weight: 400;\"> after Google. Users are heading directly to YouTube for detailed visual answers to their questions, instead of googling their queries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For marketers trying to market their products and services to new audiences, YouTube needs to become a priority.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We outline everything you need to know about YouTube product marketing in the ultimate guide below.<\/span><\/p>\n<h2>Outlining YouTube marketing goals<\/h2>\n<p><span style=\"font-weight: 400;\">No marketing strategy would be complete without setting out specific, measurable goals\u2014the same goes for YouTube.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do you want from your YouTube channel? Do you want to spread brand awareness? Increase conversions? Educate the community?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Accordingly, you will have to design your content and share it with your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You also need to understand the people who use YouTube. Yes, it is a very popular platform, but you aren\u2019t aiming for every single YouTube user.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The goals you set for the channel will also translate into the kind of audience you are aiming to reach\u2014people who want to be educated about a subject, or who want to purchase items that will improve their lives. Or others who just want answers or troubleshooting assistance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you decide on your target audience and your goals, you can create content that specifically caters to them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try creating a calendar for your YouTube content\u2014you should aim to post every day, if possible\u2014so that you have clear deadlines for sending out content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your videos don\u2019t have to be very long\u2014five minutes at the most\u2014but the channel should be updated frequently so you can improve engagement rates.<\/span><\/p>\n<h2>Creating a YouTube business channel<\/h2>\n<p><span style=\"font-weight: 400;\">According to the latest <\/span><a href=\"https:\/\/venngage.com\/blog\/visual-content-marketing-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">visual content marketing statistics<\/span><\/a><span style=\"font-weight: 400;\">, video used by marketers has increased by 7% from previous years\u2014and this rise is expected to continue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you make a personal Google account, you will be able to sign into YouTube\u2014however, this is not the same as having a business account on the platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For one, if you want to upload videos, you need to create a channel\u2014this channel can be specifically for you to upload business videos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">YouTube does offer an option to create an account solely to manage your business\u2014the Brand Account option allows multiple people to use the same login to manage the account and gives you access to analytics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You still need to create a channel for the Brand Account if you want to upload videos, leave comments, and make playlists.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you create your channel, it is imperative that you add your <\/span><a href=\"https:\/\/learn.g2.com\/logo-design-cost\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">brand logo<\/span><\/a><span style=\"font-weight: 400;\"> as the profile image, in the right dimensions\u2014800 x 800 pixels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You also need to add a YouTube banner (like the Lego channel example above)\u20142,560 x 1,440 pixels is the recommended size from Google. Check the cropping across devices and finalize the art.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the channel art uploaded, you should add your associated brand accounts\u2014your website, Facebook, Twitter, Instagram, et al.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The links you add will appear on your channel as icons that users can then click through to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You will also need to add a brief description of your company, and you have the option of creating a welcome video that will introduce visitors to your channel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These are the basics of setting up your business channel. Then, it\u2019s onto content creation.<\/span><\/p>\n<h2>YouTube marketing video types<\/h2>\n<p><span style=\"font-weight: 400;\">There are a number of video types that you can explore when creating content for your YouTube channel. We look at seven of the most popular varieties below.<\/span><\/p>\n<h3>1. Behind the scenes<\/h3>\n<p><span style=\"font-weight: 400;\">Take users into the life and times of your brand and your company culture with behind-the-scenes videos. Tours of your office space, Q&amp;As with staff members, highlights from office events\u2014these all make for excellent social content.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Lush How It\u2019s Made: American Cream Pressed Conditioner\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/EfJ4EPGcA5c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The Lush behind-the-scenes video is a great example of how engaging this content is\u2014two employees share how a product is made, intercut with visuals of the actual process.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s soothing, calming, fun, and it gives the company a more personal outlook.<\/span><\/p>\n<h3>2. &#8220;Best of&#8221; videos<\/h3>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Most YouTube channels round off the year with \u2018best of\u2019 videos\u2014of the year, the decade, the season, best tools, or best strategies. And this is something that you can collate for your brand, or collaborate with someone to create.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Best of&#8221; videos are also great gateway content\u2014someone searching for videos on a particular topic could find yours and be interested enough in your content to watch more.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Top 150 most helpful marketing tools for business\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/aMkW0llI-1g?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>3. Explainer videos<\/h3>\n<p><span style=\"font-weight: 400;\">These are very popular types of videos\u2014people are constantly looking for solutions to their problems. This is why YouTube has become a favourite search engine in its own right.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make life easier for users by creating <\/span><a href=\"https:\/\/www.yumyumvideos.com\/explainer-videos\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">explainer videos<\/span><\/a><span style=\"font-weight: 400;\"> that showcase how to use a product, how to troubleshoot an issue, or how to understand a concept or industry.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"How to take quality photos for your business listing\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/dpHOZCUyf_I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Google Small Business\u2019 video on taking high-quality photos is a simple but effective explainer\u2014it features someone who has had success in the area alongside clear and easy-to-follow steps.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Note the friendly and comforting tone that makes the video more accessible to users who may be at the beginner stage of business photography. This helps make content more relatable and engaging.<\/span><\/p>\n<h3>4. Interviews<\/h3>\n<p><span style=\"font-weight: 400;\">Interviews with professionals in your field, in your company, or in an area of interest to your audience also make for popular content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Akin to explainer videos, interviews also place your brand as a thought leader in the field\u2014it tells people that you don\u2019t just create content, you are an expert on it.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Inspired By His Mentor\u2019s Legacy, RestoraPet\u2019s CEO Is Continuing the Mission | Inc.\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/xwatM9WXUcE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">This interview from Inc with a leading CEO in the field makes for great content. The light and personal tone, the choice of the interviewee, and the message all place the brand as a thought leader trying to improve the knowledge of their audience.<\/span><\/p>\n<h3>5. Listicles<\/h3>\n<p><span style=\"font-weight: 400;\">Lists make for very popular content online\u2014whether in blogs, infographics, or videos, lists about a topic are eye-catching and easy to consume.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"3 Reasons SEOs Should Learn How to Code\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/QMk2iaJGpSA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Listicles are the most popular kind of content online. The Ahrefs video here is short, snappy, and to the point.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the reason why listicles work is that they are finite\u2014the audience knows there are 3 points and they can also go back to the point that is more relevant to them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When attention spans are low, it helps to make your content more bite-sized, as exemplified in listicles.<\/span><\/p>\n<h3>6. Product demos<\/h3>\n<p><span style=\"font-weight: 400;\">Make your product readily usable for customers by creating a product demo\u2014that you can then use on your website. A demo will answer a lot of questions about the way a product should be used, while also acting as a sales pitch to buyers who are still on the fence.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Oracle NetSuite Product Demo\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/Dcaxu1_6nss?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Oracle Netsuite\u2019s product demo has a simple set up\u2014two people discussing the product with shots of the product in use. It gives users a visual guide to follow and refer to when they\u2019re using the product themselves.<\/span><\/p>\n<h3>7. Testimonials<\/h3>\n<p><span style=\"font-weight: 400;\">The internet may be a bastion of content, but it also has a propensity for spewing information that is patently untrue. If you want users to engage with you, you need to be real.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And what better way to do that than to feature testimonials with real people\u2014staff and customers\u2014on your YouTube channel?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These make for convincing videos that will make your brand look more human.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Customer Testimonial Video\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/KNG-OqNe5PU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Omada\u2019s testimonial video shows the importance of giving brands a human face\u2014these are real people who were helped by a company and that makes the brand more attractive to potential customers.<\/span><\/p>\n<h2>Creating YouTube videos<\/h2>\n<p><span style=\"font-weight: 400;\">Now that you know what kind of videos you should be creating, it is time to make your videos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The content you create should be brand-conscious\u2014ensure your logo is visible but that it doesn\u2019t overwhelm the screen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should <\/span><a href=\"https:\/\/blog.wishpond.com\/post\/103290853633\/the-25-best-words-to-use-in-your-call-to-action\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">always include a call-to-action<\/span><\/a><span style=\"font-weight: 400;\">\u2014asking people to subscribe to the channel, to like your video, visit your website, or to use a promo code.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adding a strong and relevant CTA will help users stay engaged with your brand beyond viewing a single video.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, though many think that YouTube videos need to be highly stylized and have great production values, that isn\u2019t always the case.<\/span><\/p>\n<h3>Focus less on how your video looks, and more on the content of your video.<\/h3>\n<p><span style=\"font-weight: 400;\">Ask yourself these questions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What story are you trying to tell?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Who are you telling it to?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What do you want in return?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Answer these questions when you are making your videos\u2014that will help you generate interest in your audience much more than expensive visuals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember that video marketing on channels like YouTube is less about making sales, and more about making connections.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t put content out there and hope for the best. You need to engage with the audience\u2014ask people to comment and then reply to them. Look out for trolls and report them immediately.<\/span><\/p>\n<p><a href=\"https:\/\/getcodeless.com\/promoted-content\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Promote your content<\/span><\/a><span style=\"font-weight: 400;\"> on social media channels. Add a link to your YouTube channel on your website and newsletter.<\/span><\/p>\n<h2>YouTube SEO<\/h2>\n<p><span style=\"font-weight: 400;\">SEO isn\u2019t just for written content\u2014it has a huge role to play in video marketing, and eventually in how well your channel is received.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a number of <\/span><a href=\"https:\/\/wittysparks.com\/improve-seo-strategy-with-these-seo-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">SEO tools<\/span><\/a><span style=\"font-weight: 400;\"> that you can use to make this process easier. But first, you need to know the key aspects of YouTube SEO that you need to work on.<\/span><\/p>\n<h3>1. Tags<\/h3>\n<p><span style=\"font-weight: 400;\">If you want your audience to find your content, your channel and videos need to have the tags that are relevant to them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><span style=\"font-weight: 400;\">VidIQ extension<\/span><span style=\"font-weight: 400;\"> is a good tool for checking tags that would be relevant to your content and are more effective in reaching your target audience.<\/span><\/p>\n<h3>2. Keywords<\/h3>\n<p><span style=\"font-weight: 400;\">As with tags, when creating videos, ensure you choose the keywords that not only describe the content but also appeal to your audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use a <\/span><a href=\"https:\/\/venngage.com\/features\/mind-map-maker\" target=\"_blank\" rel=\"noopener noreferrer\">mind map<\/a><span style=\"font-weight: 400;\"> to brainstorm your keywords and keep track of which ones are most effective for your audience.<\/span><\/p>\n<h3>3. Headlines<\/h3>\n<p><span style=\"font-weight: 400;\">You will have spent time optimizing blog headlines. The same goes for YouTube videos. The headlines you choose should be extremely relevant to your topic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep the headline to 60 characters\u2014as you would do with a blog headline\u2014so it isn\u2019t cut off on search engines.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should keep the primary keywords to the beginning of the headline\u2014another important way to boost <\/span><a href=\"https:\/\/localfinder.biz\/organic-seo-services\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">organic SEO<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t use obscure keywords as this will make it harder for your videos to be found\u2014and will negatively impact your ranking.<\/span><\/p>\n<h4><strong>Looking for inspiration? <\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Here are some headlines that earned brands 1000s of views:<\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=DKr2t9NkRDA\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">How to find influencers to explode your Shopify store<\/span><\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=T-N1JE0lK2I\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Is this candy actually as intense as it claims?<\/span><\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/watch?v=DZ8NIsqjZLE\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">What do real people say about Purple?<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Short, sharp, and focused headlines will improve clicks and engagement.<\/span><\/p>\n<h3>4. Thumbnails<\/h3>\n<p><span style=\"font-weight: 400;\">The type of thumbnail that appears beside your video has an impact on how many people click on it\u2014thus improving your ranking. According to YouTube, 90% of the top viewed videos feature custom thumbnails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you upload a video to YouTube, you will be able to choose a frame from your <a href=\"https:\/\/searchenginewatch.com\/2019\/08\/27\/optimize-video-marketing-on-youtube\/\" target=\"_blank\" rel=\"noopener noreferrer\">video<\/a>. While this makes the process easier, it doesn\u2019t actually tell the audience much about the video.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, create a customized frame to use as the thumbnail\u2014this can include visuals from the video, alongside the headline and a tagline.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customized thumbnails will share more information than a random screenshot from the video, and make your content more attractive.\u00a0\u00a0<\/span><\/p>\n<h3>5. Video descriptions<\/h3>\n<p><span style=\"font-weight: 400;\">Your video headline can only share so much information\u2014to make your video more compelling to the audience, and for <\/span><a href=\"https:\/\/webris.org\/youtube-seo\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">YouTube SEO<\/span><\/a><span style=\"font-weight: 400;\"> rankings, write a detailed video description.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As with titles, ensure your primary keywords are kept in the front of the description. Include bullet points about the key areas you are discussing\u2014if you can include timestamps for when in the video you will be discussing these points, even better.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Add a bit of levity by including links to the music you\u2019re using in the video. And you should definitely include your CTA in the description.<\/span><\/p>\n<h4><strong>To break it down, here are the essential elements of a great video description:<\/strong><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">To-the-point introduction, written in brand tone, explaining exactly what viewers will see in the video<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keywords, used at the beginning of your description and sprinkled throughout. Avoid keyword stuffing, as you would do with a blog<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Include your CTA below the description\u2014a link to subscribe to your channel, visit your website, or use a code<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Below the CTA, add links to related content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Add timestamps to important moments in the video<\/span><\/li>\n<\/ul>\n<h3>6. Hashtags<span style=\"font-weight: 400;\">\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">People don\u2019t realize that hashtags on <a href=\"https:\/\/searchenginewatch.com\/2020\/03\/20\/how-to-grow-your-youtube-rankings-with-the-right-seo-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<\/a> are definitely a thing\u2014and they can be massively helpful for your organic SEO.<\/span><\/p>\n<p><a href=\"https:\/\/support.google.com\/youtube\/answer\/6390658?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">YouTube allows a maximum of 15 hashtags<\/span><\/a><span style=\"font-weight: 400;\">, which can be used in the titles and descriptions of your videos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These hashtags are clickable\u2014users can see all content related to those hashtags. This also means you need to be judicious in your use of hashtags.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For one, they need to be relevant to your topic. They also need to be popular\u2014obscure hashtags, like rarely-used keywords, won\u2019t be clicked on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use hashtags to make your content more easily discoverable but choose them wisely.\u00a0<\/span><\/p>\n<h2>YouTube metrics<\/h2>\n<p><span style=\"font-weight: 400;\">The discussion around which YouTube metrics you should be focusing on has been raging for years. There are a large number of metrics available but they aren\u2019t all made equal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some of the metrics that you should examine when trying to determine how well your content is performing:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Bounce Rates<\/b><span style=\"font-weight: 400;\"> &#8211; The rate at which people are leaving your video before completing it<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Click Rates<\/b><span style=\"font-weight: 400;\"> &#8211; The number of times your video is being clicked on<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Completion Rates<\/b><span style=\"font-weight: 400;\"> &#8211; How many times your video has been watched to completion\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Comments <\/b><span style=\"font-weight: 400;\">&#8211; The number of comments your video received<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Conversion Rates<\/b><span style=\"font-weight: 400;\"> &#8211; How often users viewed a video and then acted on the CTA<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Likes and Dislikes<\/b><span style=\"font-weight: 400;\"> &#8211; The number of likes or dislikes your video received<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Recurrence Rates<\/b><span style=\"font-weight: 400;\"> &#8211; How often viewers watched the same video multiple times<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Referrals <\/b><span style=\"font-weight: 400;\">&#8211; Where users are finding your videos from<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Sharing <\/b><span style=\"font-weight: 400;\">&#8211; How often people are sharing your videos<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Subscribers <\/b><span style=\"font-weight: 400;\">&#8211; The number of subscribers your channel has<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Video Views<\/b><span style=\"font-weight: 400;\"> &#8211; How many people watched a video in total<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Those are a lot of metrics but you don\u2019t have to study each one to decide whether your content is a success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Go back to the goals that we mentioned in the first point of this blog\u2014what are you trying to achieve with your YouTube marketing strategy?\u00a0<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">If you want more conversions from your videos examining the completion rates and conversion rates of your videos will tell you whether your content is engaging enough for people to act on your CTA.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">If creating a wholesome YouTube channel is your goal, study the referrals to find out where people are finding your content\u2014so you can optimize those channels further.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Though you will want to grow your subscriber base, the number of subscribers you have may not be indicative of how good your content is.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">If your videos are being viewed despite low subscriber numbers, it may be a sign that your content is good but isn\u2019t catering to repeat customers.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">In general, bounce rates and completion rates are good indicators of the success of your content.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When people leave your video without completing it, that means it didn\u2019t hold their interest. If most people are leaving around the same point in the video, that gives you an idea of what you need to improve in the content itself.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Videos with low completion rates could be indicative of the fact that your videos are too long. Try creating shorter videos to see the impact on completion rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focus on the metrics that align with the goals of your video marketing strategy instead of looking at every single one of them.<\/span><\/p>\n<h2>YouTube advertising<\/h2>\n<p><span style=\"font-weight: 400;\">YouTube advertising is an option that brands can explore once they have become more comfortable with the platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to PPCHero, <\/span><a href=\"https:\/\/www.ppchero.com\/new-research-the-state-of-paid-social-2\/\"><span style=\"font-weight: 400;\">48% of marketers are investing in YouTube advertising<\/span><\/a><span style=\"font-weight: 400;\">, making it the third most popular advertising platform, after Facebook and Instagram.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a number of <\/span><a href=\"https:\/\/support.google.com\/youtube\/answer\/2375464?hl=en\"><span style=\"font-weight: 400;\">YouTube ad formats<\/span><\/a><span style=\"font-weight: 400;\"> that you can use to reach your target audience. <\/span><\/p>\n<h3>Some YouTube video ad formats:<\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Bumper ads: Six-second long unskippable ads that play before, during, and after videos. These cannot be skipped.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">In-stream ads: These 15 second-long ads come in skippable and non-skippable forms and appear before, during, and after videos across YouTube and other Google-affiliated videos.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Masthead ads: The masthead ads appear muted at the top of the YouTube search page. These ads can be 30 seconds long.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Outstream ads: Optimized for <\/span><a href=\"https:\/\/sendsms.global\/blog\/mobile-marketing\/\"><span style=\"font-weight: 400;\">mobile marketing<\/span><\/a><span style=\"font-weight: 400;\"> only, Outstream ads appear on mobile websites associated with Google, not on YouTube mobile.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Video discovery ads: Much like banner ads, the video discovery ads appear on the YouTube homepage, search results pages, and alongside related videos.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Depending on your needs, you can create ads that will improve your brand awareness and reach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bumper ads have the best chance of being seen because they are unskippable\u2014but they are also only six-seconds long. If you can create strong messaging within that time, you can reach your target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For a start, it makes more sense to create in-stream ads. You have more length to play with\u201415 seconds\u2014and you can have them placed during a variety of relevant videos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are unfamiliar with the platform, it\u2019s always best to test out a few options so you know how which direction to go.<\/span><\/p>\n<h2>Conclusion<\/h2>\n<p><span style=\"font-weight: 400;\">Video marketing on YouTube can feel like a challenge at first\u2014but by following the above steps, you can start to build a following on the platform and improve your conversions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that you have these basics in the bag, you can launch a YouTube channel to market your brand and products and let it grow into a successful marketing platform.<\/span><\/p>\n<p><em>Ronita Mohan is a content marketer at the\u00a0online infographic and design platform,\u00a0Venngage.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A comprehensive video marketing guide that outlines everything you need to know for success on the world&#8217;s second most popular search engine, YouTube.  <\/p>\n","protected":false},"author":1092,"featured_media":140944,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,10,5,15],"tags":[369,1407,1112,350,186,27278,27828,409],"content_type":[],"class_list":["post-140937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-ppc","category-seo","category-video","tag-evergreen-content","tag-how-to-guide","tag-video-content","tag-video-marketing","tag-youtube","tag-youtube-advertising","tag-youtube-guide","tag-youtube-seo"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/04\/ultimate-guide-to-video-marketing-on-youtube.jpg","category":"Industry","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/140937","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=140937"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/140937\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/140944"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=140937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=140937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=140937"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=140937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}