How (and Why) to Create a Well-Optimized YouTube Strategy
By Ann SmartyAug 23
Published January 24th 2020
If you’re like most brands, video production is one of your more resource-heavy content marketing endeavors. It’s crucial to squeeze every ounce of engagement and revenue from your YouTube marketing analytics.
The question isn’t if you’ll use YouTube for content creation but how – and the answer is data. Understanding your audience, checking data sources, and perfecting your YouTube SEO as you create a video strategy are the secrets to getting more views, engagement, and conversions.
You wouldn’t go into your content strategy blind, right?
YouTube content creation is no different. Use these eight tips to create a data-driven YouTube marketing strategy.
YouTube algorithms pay close attention to your video descriptions, so you should, too.
YouTube displays the first two lines of your description for all to see and hides the rest behind a “show more” button. Ideally, you’ll want to include a keyword in that first sentence and get users excited about your video.
Under that, you can elaborate a bit and supply a few more keywords for YouTube to scan. Finally, include your other social media links, relevant hashtags, and any disclaimers or shout outs.
Check out this short description for the current top-ranking yoga creator on YouTube:
Versus this long description for the same video:
Titles are critical for drawing attention to your videos and explaining why people should watch yours over the other 500 hours of content uploaded every minute.
Include a relevant keyword, consider using a number or brackets, and keep it short. How short? 47 or 48 characters is your sweet spot.
I do believe a long title corresponds to a couple of issues that might be related to lower performance. Videos with longer titles might: Be more likely to have keywords stuffed in them. Be less focused on a central concept. Have lower CTRs and get fewer views (and watch time), says Justin Briggs.
Are you starting to run dry on your YouTube marketing tags? Check out which tags your competitors use. According to YouTube, meta-information plays a key role in its search ranking algorithm.
Choose a relevant and well-ranking video and look at its tags. By choosing the same tags for your video, you’ll tell YouTube that your video is related and increase the chances of earning yourself a “suggested” video slot – and of course, more views.
Video production costs more money than email and blog posts. Understandably, this means many brands play it safe by creating extremely general content that they assume everyone will love.
Your YouTube marketing analytics and views will improve if you do the opposite—create niche content for specific audiences. Use your marketing insights data from YouTube, Google Analytics, and Facebook to create personalized videos just like you would with email campaigns or blog posts.
General content is never relevant enough. Instead, create unique videos for different segments of your audience. The same content won’t appeal to everyone – and that’s okay – but that small group will love it.
Before jumping into the YouTube content creation mode, see what your audience is watching. You’ll save yourself a lot of time, money, and heartache by doing a few quick BuzzSumo analyses to doublecheck that your topic performs well in video format.
When we type “yoga lower back” into the Facebook Analyzer and search only for video posts, we get a nice idea of what performs well.
You can also use the BuzzSumo influencer search to check out content from top creators. By typing “yoga” into the search bar, we can see the top industry influencers along with their Twitter and Instagram links. From there, we can check out their top video content on different platforms including YouTube.
For more inspiration on Youtubers to collaborate with, find out who the top 10 YouTube influencers are here.
YouTube marketing analytics make it easy to see how people watch and engage with your videos so you can find room for improvement. Start by checking out the drop-off time on your best videos.
If your viewers stop watching your 6-minute video at the 3-minute mark but you don’t give them a “watch next” suggestion until 30 seconds from the end, you should update your strategy.
YouTube wants to keep people on its website. If you can get your viewers to keep watching not only your videos but any creator’s content on the site, your ranking will improve and views will follow.
The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement and satisfaction. – YouTube Help
There it is in black-and-white—yes, accumulating views is important but engagement and satisfaction are crucial, too. When you create and upload a video, include plenty of CTAs:
Engagement isn’t just good for your own conversions—it tells YouTube that people enjoy your content.
Optimizing headlines and descriptions for keyword SEO won’t get you far if you don’t choose topics that your audience finds interesting. Sometimes it feels like everything’s already been done but there’s always room for some nuance.
Wondering what videos are trending in your industry? Start a seven-day no-strings-attached free trial and run your topic ideas through the BuzzSumo Content Analyzer to start generating data-driven video ideas.
Enter any topic, term or url to search to see BuzzSumo in action. It’s free!
100% free. No credit card required.