Online video platforms, such as YouTube, are becoming more and more popular amongst online traffic especially as the coronavirus pandemic has confined people to their homes under strict lockdowns. For this reason alone, acquiring more views on the world’s largest video-sharing platform ought to be a main priority for every business.
However, for many marketers spending resources and time on a YouTube channel that does not lead to a profitable ROI (Return on Investment), or conversions or impressions, is simply not a part of their online marketing campaign. Most marketers are under immense pressure to meet short and long-term goals, and YouTube marketing in most cases takes second place to paid search and paid social.
Without a high quantity of quality prospects, you may find it difficult to continuously reach your long-term marketing goals. You need to publish relevant content that increases your brand awareness, in order to ramp up consumer engagement as well as maximizing the trust between customer and brand.
And what better place to publish such interesting, engaging and relevant content other than YouTube? Especially with the coronavirus pandemic bringing unprecedented challenges to the marketing industry, now would be a good idea to concentrate on the top-of-funnel prospects.
The Covid-19 pandemic has brought with it a lot of uncertainty and many challenges for the online marketing sector. Luckily for you, Ben Givon has a few tips and tricks to gathering more views on YouTube for 2020.
Create unique, relevant, and engaging content
This is Ben Givon’s top tip to securing and gathering more views on YouTube. Make content that is unique, relevant to your niche and engaging. When it comes to creating and publishing content on YouTube you need to think outside the box and come up with topics and subject matter that your competition has tapped into yet. It is easier said than done but if you manage to pull it off you will see your views skyrocket.
The most effective way to reap results from YouTube is to generate videos with relevant content that viewers and your target audience are actively searching for and will watch the entire thing. Simply put, it all boils down to one word: value. Successful content marketing is all about offering value for your target audience.
Like its parent company, the world’s largest search engine, Google, YouTube is essentially a search engine by nature. This brings us to the next important question; what is the purpose and aim of a search engine? A search engine’s main purpose and aim is to guide users to the most engaging and relevant content based on their search terms and keywords. This is the reason that Google is continuously updating its algorithms to pick out the most relevant content in order to provide the best value for its users. YouTube is no exception and therefore marketing content needs to focus on offering the best value and relevance for its users.
Communicate with your target audience through surveys and reviews and discover what your customers and subscribers are actively interested in and searching for, this way you can start creating content that will offer value and relevance for your target audience and existing customers as they browse through YouTube looking for answers to their questions or entertainment.
Focus on playlists and series rather than separate disjointed videos
Many YouTubers arrange their videos into relevant and interrelated playlists. But what is the point of doing that?
When a user clicks on a video that is featured in a playlist the chances are that the user is going to be interested in the accompanying videos, and the best part of a YouTube playlist is that the following video will play automatically without the viewer lifting a finger. This therefore leads to higher ad profits which is beneficial for YouTube as a video-sharing platform but also for you as a YouTuber as it means a higher rate of engagement and more views.
Avoid amassing a huge cluster of videos that do not relate to one another in a playlist as this will lead to bad user experiences. Rather, Ben Givon suggests that you categorize your YouTube content into a series of playlists. This way when you create YouTube videos it will be easier to organize them into relevant playlists, making it easier for your viewers to navigate through your video content to find exactly what they are looking for. Your users will enjoy a user-friendly experience and you will gather more views.
Familiarize yourself with YouTube SEO
The first thing to remember when it comes to YouTube SEO is that YouTube is essentially a search engine like its parent company Google. YouTube organizes its results on its SERPs (Search Engine Results Pages) by using multiple ranking signals. Familiarizing yourself with these crucial ranking signals, and how to create content that appeals to them is a key component that drives more views on your YouTube channel.
Keywords, keywords, and more keywords! Without keywords you are basically left with an empty plate and nothing to improve and optimize. After you have brainstormed all the subject matter that you will create content on, and evergreen content is always a great way to continuously gather engagement, you could try searching for those topics on YouTube. YouTube then presents you with a list of suggestions that previous users have already searched for and are trending searches. Each of these suggestions are great for potential target keywords.
So, once you have secured the keywords that you want to target, you will then need to start optimizing. What are the key ranking signals that YouTube uses to organize its SERPs?
YouTube video titles – SEO
The first step that YouTube takes when trying to organize videos in a ranking order in its search results is the video’s title. Simply put, videos that rank at the top placements for a given keyword must include that keyword in the title, preferably at the start of the title, as there are rumors floating around that titles that start with the target keyword tend to rank higher in YouTube’s search rankings.
But be mindful that your video title needs to be appealing, not just a tool for ranking high on the search results pages.
YouTube video descriptions
The second most important aspect that you will need to optimize is the description section of the video. Despite not being as crucial the video title, the video description is considered during the search ranking process. So, you should ensure that the target keyword or keywords are used in the description copy.
But be careful, there is a huge contrast between targeting keywords and cramming loads of keywords in your ad copy. It is essential that you include your keyword or keywords in the description and signal how it is relevant, but you should avoid repeating it unnecessarily just to please the YouTube ranking algorithms.
YouTube video tags
Last but not least are the YouTube video tags. In contrast to the video title and description, YouTube video tags are not visible to the audience. There is no requirement for you to add video tags, but it is something that all YouTuber’s should be doing. It is an effective and cost-free method of showing YouTube’s algorithms why your content is relevant.