Even with the mounds of compelling data out there, many brands are still assuming that video content is not a necessity. The sooner they realize the power that video can hold for their content marketing campaign, the better.
Rather than being second fiddle to targeted advertising, SEO or highly clickable content, video has become all of three of these things in one. In fact, since YouTube is the second highest search engine used by volume, your brand can accomplish a whole lot more of their goals once they realize the power video holds.
YouTube is King
Adults aged 18-34 are watching 53 percent more video online than ever before. YouTube, the most popular site to search for and watch videos in the world, has users watching over six billion hours of video per month.
Mobile users in particular are more likely to view a video on their device than attempt to read a slew of text.
There is also the fact that YouTube videos embed wonderfully in nearly any platform, including Facebook, Twitter and within your on-page blog. Suddenly, you are not just making videos but giving yourself a publishing platform for great-looking content that just begs to be clicked and shared.
YouTube is similar to Google search in that metadata is a highly-important component. However, uploaders need to also think about the thumbnail they use and the associated searches they want to reach.
For instance, if you have a video about best restaurants in an area where you sell real estate, you could associate that video’s tags with the specific area as well as general travel, cooking or restaurant searches. An eye-catching and intriguing thumbnail increases the likelihood of getting clicks once the user sees your video content.
Using metatags in this way will help you not only turn up in search results, but also in the “suggested videos” bar on the right when people are viewing. Having a thumbnail that “jumps out at you” at this time proves more beneficial than ever.
Once people view your content, you also have a higher likelihood of being one of the “recommended for you” options on the right side of the view page. Great SEO and strategic metadata use means that your brand can remain visible the entire time someone is watching something online.
Going the Extra Mile
Creating strategic video content is a great start, but your work is far from over. Your ultimate goal should be to merge your social content strategies and paid online advertising strategies in a way that boosts the visibility of your content.
Your first step should be to register for G+. Since Google owns and heavily uses both YouTube and G+, brands who target all three when they upload content will have a huge potential for a signal boost. G+ pages also have a higher likelihood of appearing on the right-hand highlight box during certain Google searches.
With good enough SEO, your video will appear alongside your G+ profile and organic search results.
Pinpointing Your Audience
Reaching the audience you want is just as important as creating great video content. Try to think of search queries your intended market would use in order to increase the potential ranking of your results. Timely posts in particular that respond to a big news or cultural event increase your visibility and your sense of relevance to others.
For example, your landscaping service can develop an informative series of “how-to’s” for planting certain vegetation, dealing with drainage issues, etc. As you create a log of video production ideas and scripts, you should have upcoming events on your radar.
The 2016 US presidential election would be a great example of something highly-relevant and visible to the searcher’s interests. Your content could reflect hot-topics or buzzwords such as “The Votes Are In: Boxwoods vs Holly Campaigning for Your Trail.”
Not only would this be seen as a clever nod, but it could also bring up associated searches, grab interest in a results or suggested viewing listing and be seen as timely to people searching for your chosen topic in the first place.
This type of topical content spin can also help increase the visibility of your shares across social media while tying in to any paid advertising campaigns. Your content can be linked to in promoted Facebook ads, YouTube listings and pre-video advertisements depending on your level of paid asset investment.
As you can see, switching your focus to video can open up a huge host of opportunities throughout all digital platforms. Your existing audience will appreciate your focus on creating content they want to watch, and your potential audience will only grow with every organic or paid search result.
To learn more about creating a video content marketing strategy and integrating it with your other social and digital marketing endeavors, visit our video marketing page.