5 YouTube techniques to help you grow revenue 49% faster
It’s 2018, the digital era when video is no longer a trend and not just ‘nice-to-have’, but a total ‘must have’ in your marketing strategy. In such a case, it’s obvious that YouTube marketing has become a major factor of success for any modern business striving for a top online presence. Video content has become a central part of how we live, already accounting for 74 percent of all internet traffic we produce.
There is no time to waste knowing that investment in YouTube marketing is a proven win-win strategy that leverages the ability of video content to grow your sales 49 percent faster.
When talking about driving more sales, both Facebook and YouTube have a strong power. However, from the perspective of landing sales and customers, YouTube wins with the nature of its audience, loyal and better engaged. To compare, Facebook videos work as a megaphone, pushing content towards the audience, while YouTube videos, on the other hand, are pulling people in, working as a magnet. YouTube’s pull marketing strategy is what drives views and leads over longer time.
Moreover, resulting in a difference between views count strategies (YouTube’s 30-second vs Facebook’s 3-second view count standard), YouTube gets authentic, and therefore, more valuable views. Not to forget, YouTube is owned by Google, for this reason giving its videos higher ranks than to the ones hosted elsewhere. That creates a longer shelf-life to drive leads for many years into the future.
If you’re still not convinced, look at these clear facts presented by Converto’s report, proving YouTube to be the strongest social platform in driving conversions and closing sales (14 percent).
1. Be branded
The power of first impressions can never be underestimated. Your YouTube channel is like a storefront, providing a right look to show off the essence of your business. Branding is what you are, which should always be clear to understand for your audience. Distinctive and synergetic style helps to stand out from the crowd, as well as to be recognized as a separate entity. Visual brand identity is a major part of your branding strategy, telling your audience a story of what your brand stands for and what voice it has.
Let’s look at the YouTube channel of Xbox. It maintains a consistent color combination of white, black, grey and neon green throughout the entire channel. If you would be shown similar visuals with the same color scheme, layout and typography, it would still create an association with Xbox. The reason is that the company has been consistent with its branding for a while to be now recalled on a subconscious level.
The truth is, it’s easier to sell when people are already aware of your presence. Building a strong online brand presence helps to get more qualified traffic that can be easier converted into sales.
Customize your thumbnail
You can witness a consistent branding style kept on Jimmy Fallon’s YouTube channel, especially in relation to video thumbnails used. It’s not enough to simply pick a shot from your video, because it won’t be as effective. Why?
Custom YouTube thumbnails always outperform the ones simply picked from a video. They help to increase your click-through rates, and therefore, boost ranking of your content piece. To proof this point, simply enter some keywords in YouTube search, and see what videos are showcased as the highest performing. The ‘Google rank’ search has suggested videos, and look closer, the ones ranked top are those with customized and very distinctive thumbnails. It’s time to put more effort into things that get people to click.
For people to find your content faster, there is another idea to implement. You can add your logo or the brand name same spot in each video thumbnail. For instance, it could be done the same way as BMW does. Now, every time you see such a format, you will be able to recognize original content by BMW. Be original and distinctive!
And before we finish discussing the tricks of YouTube’s visual branding, remember to keep your YouTube thumbnails of high resolution. Google stated that YouTube thumbnail resolution should be exactly 1280×720 (with a minimum width of 640 pixels). If you upload a thumbnail in a right format, you won’t have to resize it, and therefore, it won’t lower the image quality.
2. Be findable
Just as you can use tactics of Search Engine Optimization (SEO) to improve online visibility of your web pages, you can optimize your videos to make them visible on YouTube.
Conducting a keyword research will help to both develop relevant content and make your current one more findable. In order to find a sweet spot, where a keyword is highly searched but not over competitive, it’s helpful to use free platforms like Keyword Tool and Google Trends to get a clear idea of what people search for on YouTube. Video content with a strategic keyword optimization will help you rank much higher.
Use your focus keywords in your title, while prioritizing the ones with the highest relevance to your brand or a topic. Another trick is to add a colon after your first mentioned keywords and rephrase the title and enhance the description. For instance, “Affiliate Marketing: leverage winning partnerships”. Moreover, a good length is between 50 and 60 characters.
Need more ideas?
- Use an episode number in case your video is a part of a series, i.e part 1/episode 3/ season 4 etc. This helps YouTube to recommend your videos better, as well as create more relevant suggestions on what to watch next.
- Add expressive language. Would you be interested to click on the video titled “These 6 Ideas That Might Work”? Definitely, not. Instead, bring more emotions to your title. For example, “Top 6 Ideas For Creating a Successful Video”. One more aspect to pay attention to is to not go as far as clickbait titles. Such can grab attention, but also lead to a high disappointment in case of a poorly related video content.
- Connected to the previous point, numbers do work! You have probably have seen this technique being used widely, and there’s a reason, it truly works. Whether it’s “5 Facts…”, “10 Ways..”, “4 Things..”, it will bring audience to your video.
Start YouTube video description with a full URL link to the page you want viewers to go to. It might be a connected blog, a subscription page, FAQ and so on. Don’t be stingy with your keywords either, including both focused and semantically related words. External links , i.e. affiliate links, can also be added into your video description.
Always stay relevant and specific with your tags. Let them reflect the most closely connected topics your video content is focused on. Use between 10 and 15 tags to not scare away YouTube.
To make sure the efforts to heighten ranking of your YouTube channel are exploited, let’s not forget closed captions as one of the very strong benefits to get your video content noticed. This technique will open up your content to a much larger audience, which will further on boost your view count and ranking. Mainly, closed captions are read and indexed by Google and YouTube , and therefore, will help you be more findable.
3. Video Length: important or not?
Marketers had never stop debating about your perfect YouTube video length. Yes, people have an extremely short attention span nowadays, but that doesn’t mean that only short videos perform the highest on this platform. Keep it as long as it is interesting and not a second longer. Whether it’s a minute or half an hour, the only thing that matters is that people are staying tuned, which leads us to another finding.
To be seen, you also need to satisfy YouTube itself. YouTube Algorithm has made Watch Time to be a #1 ranking factor. Attention: Watch Time isn’t directly about the length of your video, but about the viewing session length. YouTube Creators explained it this way: “Your content benefits when it leads viewers to spend more time watching videos — not just on your channel, but anywhere on YouTube.”
After you have your rocking content and estimated the style, whether it’s short-form or long-form video, take a look at length suggestions that will contribute to your additional watch time.
2 and 7-13 minute mark
After analyzing almost 600.000 videos, Wistia has concluded interesting findings. Mainly, we can clearly see a huge engagement drop-off after 2 minutes of watching a video. Few seconds won’t make a difference for your short-form video, as long as you keep it under suggested 2-minute mark. After 2 minutes, every second counts.
Sweet spot #2 for a more long-form videos is between 7 and 13 minutes. The length variation there is pretty stable to play around with. However, after 12 minutes it drops again.
So, what to do?
With short-form videos stick to maximum 2 minutes, for longer explanatory videos be flexible but try staying within 7 to 13 minute limitation. Obviously, content will be your real boss, but video length suggestions will help to navigate your video making process.
4. CTAs: Remind to be Remembered
Using YouTube CTA possibilities is easy and very effective. In-video CTAs have a great potential in driving people back to your site and converting them into customers. If you want someone to check out your other video or subscribe, maybe like a video or follow a link, you have to say it. Viewers are too busy watching your video, and to actually trigger an action it’s necessary to remind them of what you want them to do.
End Screens & Annotations
In order to motivate people to subscribe to your channel, you can add an element ‘Subscribe’ and position it according to the needed time and place when it should pop up.
To mention another video or a playlist you want a viewer to check out next, add an element “Video”. On the top of this video editor, YouTube provides an option “Use template..” with a suggestion of placements for your CTA elements.
Moreover, there are two other elements to add: “Channel” and “Link” to promote another channel or follow a link, respectively. To clarify, the feature of “Annotations” doesn’t exist anymore as confirmed by YouTube itself in the editor. Don’t be sad, there is more to discover, therefore, continue reading.
To suggest another video that will notify a viewer at the top right corner of the video screen, add a card “Video or Playlist”. Moreover, you can even gather some data: add a card feature “Poll” to create a short survey at the same left side. It’s suggested not to place more than one card next to each other, however this picture simply portrays how each of them would look like.
Let your CTAs help you convince and convert your viewers!
5. Consistent content production
Consistent publishing schedule have helped many channels to stay on top of viewers’ minds. It’s definitely up to you to decide the strategy you follow, whether you are a pop-up entertainment channel or an established provider of regular content. If you do want to grow a loyal and engaged community of supporters, you better choose the latter option.
Besides a clear benefit for your audience, consistency can have a big influence on YouTube algorithm. You as an active video publisher will encourage YouTube crawlers to visit your channel more often and track your content for a higher ranking.
Still figuring out whether you should invest in video? Totally!
Video marketing is a necessity for modern businesses. Start utilizing YouTube’s potential to help you drive conversions and increase your sales faster than ever. We at Moovly will not only help you create professional videos, but will provide actionable tips on how to succeed with them.