Best Practices for Optimizing Your YouTube Videos

Your company made a super YouTube video. It’s funny, relevant to your industry, motivating and concise. You put it on your channel and wait for the likes and shares to roll in. One problem — nothing’s happening.

Here’s the rub when it comes to YouTube. Making an outstanding video is only half the battle. To engage your audience and connect the video with the people you want to see it, you also need to optimize. What does that mean? It involves deploying a slew of best practices that will boost your video higher in searches, improve your conversion rates and bring in all those likes and shares. Here are a few tricks to help you with video optimization.

Use a YouTube Keyword Tool

People find videos, along with other information online, by using keywords. You want to tag your video with keywords your target audience might use in their searches. So, for instance, if you make a video about dog food, you will want to see what sort of keywords related to dog food are the most popular.

If you have an AdWords account, you can use a Google tool to find these. Otherwise, just look for a YouTube keyword tool on Google and search for the best keywords using it.

Include a Call to Action

Your video may be fun to watch, but it’s not effective if you aren’t telling people what to do when they finish watching it. You want to have a call to action directing them to your site or to specific product pages. When you provide this information, you give your audience directions that can help them further down your sales funnel.

Use Video Overlays

A video overlay essentially lets someone watch two images at once. Video ad overlays pop up during your video and can help with marketing and branding. Your click-through rates will rise when people have a chance to engage directly with this type of advertising.

Create Playlists for Your YouTube Channel

YouTube wants to keep people on its site for as long as possible, hence the appearance of related videos on the side and after the first video has played. You can ensure YouTube guides people to videos you have posted by creating a playlist for your channel. Be sure to use descriptive text in your playlist listing so as to grab greater search engine optimization benefits.

Publish Videos on a Regular Schedule

People will grow disinterested in your YouTube site if you do not publish new content consistently. The best way to foster your audience is to post regularly and create expectations and excitement for your next video. You might choose a day of the week to put up new content or start a series to keep you on task. Plus, the more your channel gets updated, the more the YouTube algorithm will favor you. Google sites love fresh content.

You can use these tips for optimizing video to increase your audiences and improve your conversion rates. Need more guidance on video? Contact PixelFish today to set up a consultation.

The Pros and Cons of Vertical Video

If you know anything about digital video, then you probably have an opinion on vertical video. For the uninitiated, vertical video is footage you shoot in portrait mode. It’s essentially the reverse of horizontal video, offering a final product that’s taller than it is wide. You generally see black rectangles on either side of the video filling up the blocked-out space.

There are some who love this style of video, but others can’t stand it. What side of the debate do you come down on? Let’s examine the pros and cons of vertical video.

Pro: Mimics the Way People Hold Their Phones

These days, a great deal of video gets consumed on smartphones. Video needs to be tailored to smartphones to be effective, and most people hold their phones vertically rather than horizontally;  fueling a rise in vertical video devotees.

Con: Vertical Video Syndrome

You may have seen the popular meme about “vertical video syndrome,” which claims those affected can shoot only in portrait style. People blame everyone from Apple to YouTube for the “syndrome,” which is supposedly less viewer-friendly, according to the people behind the meme. Whatever your take on the debate, some of the memes about “VVS” call attention to the problem in a clever way.

Con: It’s an Unrealistic Viewpoint

Artistic privilege can be invoked in all manner of circumstances. Still, many criticize vertical video because it’s not the way the human eye sees. We see on a horizontal plane. These critics argue it’s unnatural and confusing to shoot vertically because it throws off the eye.

Pro: Social Media Advantages

People overwhelmingly use smartphones to catch up on their social media feeds, and as we’ve already established, those devices are held vertically. So it follows that video appearing on social media will be vertical. Since the amount of social video has exploded — Snapchat alone serves up 10 billion videos a day — most social sites have even removed the black borders on videos.

Con: Offers Less Diversity of Capability

Vertical video puts certain limitations on shooters. They have to adapt their video techniques and change the way they compose their shots. This becomes frustrating when you have a set amount of time to shoot a set amount of content. It can also be difficult for those with less experience with the medium to make the transition.

Con: Not All Video Players Work With Vertical Video

While people debate the artistic merits of horizontal vs. vertical video, one problem is quite straightforward. Some video players don’t work with vertical video, limiting where you can post or requiring some serious back-end maneuvering to come up with a way to display the video.

Horizontal video has many advantages as the standard in the video industry. It doesn’t require any special machinations to play, and it’s usually the default approach for most shooters. Certainly, those who prefer an easy experience will prefer horizontal video to vertical, despite its recent trendiness. For more information about horizontal video and how to use it in marketing, get in touch with a member of the PixelFish team.

Video Marketing and Social Media: Why It’s Important

Social media has gone from a medium focused on words to one obsessed with images to the current infatuation with video. Over recent years, video has become an integral part of the social media experience, with virtually every major platform now supporting video.

Whether you watch a new movie trailer on Facebook or a product demonstration on Snapchat, you run into video no matter where you browse. In fact, people watch more than 100 million hours of video each day on Facebook alone.

So why is it important to incorporate video into your social media campaign? Here we outline the reasons for this trend as well as how to keep your social media video marketing relevant.

The Rise of Social Video

Twenty years ago, no one would have imagined undertaking a successful advertising campaign without television. Video marketing is to social media as television was once to advertising — an essential ingredient no brand can afford to overlook. The proof is in the statistics. Videos have become an integral part of social media in the past few years because:

In short, you can’t ignore social video. It’s become in many ways the gateway to all video content. People discover video on social media and they share it there to continue to spread the word.

That’s something no brand can afford to pass up.

The Mobile Video Factor

More people look at the internet on mobile devices than desktops, so to remain relevant, any form of marketing must be mobile-friendly. Social video most definitely is. Consider that 93 percent of videos served up on Twitter come via mobile. That’s an overwhelming majority.

The Hipness Factor

For the past few years, any company that wasn’t on social media has been seen as way behind the times. People expect business to have a Twitter, Facebook and Instagram account. Social video has quickly become just such an expectation. It can damage your brand’s reputation if you fail to offer videos on your social accounts. You could be tagged as tech-deficient or out of the loop.

The Emotional Factor

Nothing gets feelings across quite like video, and emotion sells. If you can show instead of telling someone how your product can benefit them and what it makes the user feel like, then you can sell. And social video makes that testimonial shareable, making it a huge benefit for your company.

Address Your Social Media Video Marketing Strategy Today

Are you on social video, or do you have a social video presence you’d like to improve? Don’t be left behind in the social video field. Get in touch with PixelFish today to see how we can help you raise your profile.