The BIG YouTube video release guide
Where do you start when you release a new video? Do you research the topic, get a list of ideas and potential audience? Most likely you just jump straight in and film a video and think of the rest of it later. There is a problem with that however… people might not want to consume that content!
Taking the time to develop a plan of action for a video will mean when you do everything in this guide, you will ensure that you get the best possible chance of success.
Most may not know that a lot of the information they search for is readily available online. The main ways that you can do some research into keywords are the following:
1. Google Keyword Planner — https://adwords.google.com/KeywordPlanner
You need to have an AdWords account set up to be able to use this, but the tool is worth it. It not only gives you a list of search data for your given keywords, it can actually suggest keywords based off your niche, website or keywords you’re looking at (or all of the above).
Understand though that these are numbers for Google search and not YouTube, but they can give you an image of how many people are interested in a given topic.
2. Google Trends — http://trends.google.com
This is probably one of the best tools out there to find trending topics on the web and understand what people are talking about. Trends change quickly, so using these updated trends as they begin to breakout will give you the advantage of creating a video before a trend hits its peak.
The only issue with Google Trends is that everything is done on an interest level as a percentage. Having the interest based method means we don’t get search volumes for any terms but it does have YouTube search options!
3. YouTube Suggested Search — http://youtube.com
Go onto YouTube, start typing in the search bar and look at the results that show up there! This is a good way to develop a topic as YouTube is suggesting terms based on what you are most likely to want to search for.
Now that you have an idea, let’s talk about content. This should always be where you spend majority of your time because everything that we talk about in this article won’t matter unless you have great content that comes from a well researched idea. You hear it all the time ‘Content is King’ but why?
Well everything that Google does on YouTube is about getting views to as many videos as possible and serving as many advertisements as they can. So they need your content to keep a user on the site and send them to multiple videos in a single session. Not only that, they want your content to bring subscribers back to start new viewing sessions.
In this guide, I’ll be sharing techniques on how to drive traffic to your videos and how that effects your growth and why. It’s fair to say however, if you spend a lot of time driving traffic to content that just isn’t up to scratch or is on a topic people don’t care about, you aren’t going to get any results.
I’m not going to talk about what makes good content because that is such a big topic. That will come at a later date and I’ll link it straight from this article.
Upload and Optimize
Now that you’ve done all the hard work of creating an incredible video based on a topic that others will love, you get to do the satisfying part of uploading your video. The most important part here is that we represent the video properly and that we give it the setup it needs to succeed.
You’ve probably heard the term SEO before, but search engine optimization is important here. You know what you’re video is about, but how do your viewers
Questions you should ask before writing your title:
- If someone watched my video for the first time, how would they search for it?
- What do I want people to focus on in this video?
Select a title that has two simple things in it. The keyword that your video is about e.g. ‘Golden Retriever’ and make sure the keyword is in your title. The second part of your title is making sure you pick an exciting moment of the video to represent that keyword.
A good example of a title that would be exciting and would also be relevant to the keyword would be “Golden Retriever Does a Backflip. Obviously the dog has to have actually done a backflip of some kind in the video and it can’t be a 5 second clip in a 10 minute video, but as long as you remember to represent your video honestly, you won’t have a problem.
Why this is important
If you’re title has the keyword that people would search for when they think of your video, then you have a higher chance of being discovered. Combining this with an exciting part of your video means that people will click the title because you piqued their interest but also won’t be disappointed because you lied about what was in your video.
The description is still one of the most important sections of your video.
Remember, Google is a search engine and video is still hard to transcribe and accurately represent using a machine.
The first 2 lines are the most important part of your description. They will provide the basis for your description on Google search and within YouTube, so you need to make sure this is the perfect elevator pitch for your video while also containing your keyword somewhere.
On to keywords, you need to have keywords in your description! This doesn’t mean every second word or line should have ‘golden retrievers’ in it, but it does mean it should be mentioned. Try to think of what you would say if you were describing your video and it should automatically contain the keywords you want to rank for. If it doesn’t, then your content may not be targeted to that keyword!
Most people think that the description is a place to throw a lot of links to their website or social media. It isn’t. Use it to write a short article, but 300–600 words in their so that Google has some content to read and use to rank your video.
Now add your links!
- Add references that you mentioned in your video
- Link to your blog
- Link to your social media
- Link to a donation page if you have one
- Link to affiliate codes
- Link to email opt in
You can have a lot of links and that is okay, but only do the links that are relevant. There’s no point wasting the viewers time.
Comments are a part of the ranking algorithm and the search bot will automatically scan through your comment section to see what people mention when they talk about your video. Do they say, “omg look at that golden retriever” “Look at that puppy”. If they do, this will indicate that your content is what you say it is and also give positive signals to YouTube.
Ask people a question by posting the first comment. Use that question as a way to provoke comments on the topic that you want the video to rank for. “What dog do you have?”. You can even use it as a space to ask them to like the video. Likes are another positive indicator as to the quality of the video, so get them to connect to it that way!
Don’t forget them! Related keywords will help you target a similar channel by adding their name. It will also let you connect to videos in related that may not be an exact match, but your video might be something that those viewers would like if it was suggested. So keep it targeted. Pick 7–10 related keywords and keep them on topic of your video.
- Are you Monetizing your video?
- Will you allow the community to provide translations?
- Have you set a home language?
- Did you set a location?
- Have you added your video to a playlist?
- Have you selected a category for your video?
Don’t forget the end screens. Anyone who uses an end screen on one of my videos actually watches 50% more content than the average across my entire channel. This gives you the opportunity to keep your viewers watching and also ask them to subscribe! What’s better than that?
To be honest, this is probably my favorite feature that YouTube has released.
Take the time to properly transcribe your content. This is something that takes time but if you do, the text shown alongside your video will be accurate.
This is a good indicator to YouTube as it gives them accurate text to read for your video. It also lets you translate your video into other languages!
On that note… Translate
You realise not everyone speaks English? It’s not even the top language in the world. So why is it that we never think about these other channels? Here are the top languages I will translate my content into:
Now you can use Google Translate, but it won’t be perfect. As you grow, it becomes worth it to do some professional translations and transcriptions of your video.
Watch your video grow! Wait… No… you need to get people to the video first.
Did you think if you build it they will come? The optimization part of your upload will help you get people to the video but first YouTube needs to know that your content is something that people will consume, enjoy and also that they can monetize at some point (if not straight away).
So this is where everything links back to the content. If you promote your video and you get terrible watch time, bad retention, no subscribers and they leave YouTube, why would YouTube recommend your video?
We are going to assume you’ve done it right and tell you what you need to do to get your video out there!
Write an Article
A lot of people will start with a blog before they do YouTube, but even if you don’t have one, you should make one. Every video should be released onto your blog with a physical link underneath it with the right text to point to your video.
Like it or not, SEO is a thing and links to a page or video will help your rankings.
Not only is this good for SEO, if you build up a following you can actually get people watching your videos across another channel which is always a win.
Share it on Social
This is the easiest way to get some visitors. We all have some kind of social media with a following right? Friends, family, colleagues. Get it out there! Put it on all of these as targeted as you can:
- Facebook Groups
- Google +
Now don’t just throw it on there, write something smart, catchy and try to think about what each of those audiences would enjoy reading to send them across to your video. Encourage them to like, subscribe, comment or just view.
There are thousands of blogs that are always seeking content. So get searching and find websites that fit your niche and email them with your content and ask if they’d like to share it. Not all of them will, but if you can get any traffic to a new video or channel, you’ll be ahead of the curve.
How quickly should you do all of this?
Realistically the first 48 hours are the most important to get a set momentum for views. This is a crucial time that can determine if you get put into the recommended or suggested list. 48 hours is not a hard and fast rule though, content can be picked up months late if a large publication shares it and all of the YouTube algorithm statistics align.
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Originally published at joshmackow.com on December 6, 2016.