Don’t overlook the little things. A catchy title alone can generate new leads. As for your video description, hook them in the first 160 characters. Keep it relatively short and sweet. Consider a copywriter, or at least do your research into writing a relevant, memorable description that draws viewers into your video. Look into video content within the same category, and see which ones have the most views and\or engagement. Alternatively, using a platform with analytics, find out which of your own videos had the most engagement and construct a similar, if not better, model.
SEO is about helping people find your video. You don’t want to look like Boo Boo the Fool, waiting for people to watch your video when it can’t be found. It’s all about SEO optimization. Basically, search engines use your keywords to index your videos. If people are not searching for the keywords you use to list your video and nobody can find it, nobody is going to watch it. This is almost so obvious that it’s too obvious—being entirely absorbed in perfecting the content, although important, and leaving much to be desired in terms of video optimization can leave you hearing crickets when it comes to actually receiving the views you desire. The goal should be to boost the page higher up search engine rankings by using the right keywords that will direct traffic to your site.
People want to know what they are in for, just like me at the beginning of any relationship, although I hold myself back from asking, “what are we?” Don’t leave any ambiguity as to what your video is about. This goes hand-in-hand with titles and descriptions. If your videos are mostly on-demand, put some thought into what the thumbnail says about the video, as well. You wouldn’t commit to someone before knowing what you’re in for, right? Right?! Focus on creating what Jim Toben, president of Ignite Social Media, calls “trust content”, or video as a method of brands having face-to-face time with their audience. This allows viewers to connect to your content in a personal way.
Ask yourself: what am I offering my viewers? What does my video content do for them when they could be watching literally anything else? Give them a reason to engage with your content in a way that feels fulfilling and not like a waste of their precious time.WHY should they watch it? It is up to you to give them a reason. Every minute, 300 hours of video are uploaded to YouTube. Consider this your competition.
Along with trust content, your video must be value content. Though your instincts may tell you otherwise, let viewers know what they are in for right off the bat. Video engagement doesn’t happen in a vacuum. Who really knows what happens in a vacuum? Well, vacuum manufacturers, I guess. All I know is that if my dog is terrified of it, I don’t want to be involved. But I digress.
Little to no promotion
How many well-known brands do you know which do not have a social media presence? The majority of successful campaigns have some form of promotion on social media. This is the best way to catch the attention of your existing audience–it’s good and free exposure. Share it on Facebook, Twitter, LinkedIn, share the landing page, share, share, share. Embed your video, embed your landing page, you can even try to embed yourself wherever possible. Sometimes—and I stress the word sometimes—paid promotion pays off. That is, if you have the budget for it and if you think this can contribute to your success.
Timing and audience retention
According to a study by Microsoft, the average person has an attention span of eight seconds, falling just short of that of a goldfish. For video content specifically, the first fifteen seconds are perhaps the most important to capture your audience. Despite this sad revelation, average viewership actually drops off at 60 seconds or so. This is truer for longer videos—if a viewer knows they are about to (or expected to) watch a significant amount of content, they are more likely to drop off. With shorter videos, viewers will stick around for longer. Excluding seminars or conferences in which people know what they are signing up for, keep it short.