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11 Required Elements to Success
with YouTube in 2017
2
Welcome!
You may be thinking: “YouTube? Really?” After all, there are many newer and sexier social
marketing channels de...
The Enormity of YouTube
3
That is “B” for billion, how
many people are using
YouTube around the world
1.32B Nearly five bi...
4
Go Global for YouTube Success
YouTube is the second largest search engine,
globally, next to Google
70% of YouTube visit...
5
Mobile Viewing is Key
More 18-to-49 year olds visit YouTube on
mobile every day than any TV network
Average time spent o...
6
11
(of our favorite)
required elements to succeed
with YouTube in 2017
7
Brand Your Channel
1
8
The first step to success is to make your
YouTube channel look similar to your other
brand marketing assets. YouTube pro...
9
Four Keys to Branding YouTube Channels
1 2 3 4
Channel
description
Header
graphic and
branded icon
Welcome
videos for ne...
Branding on the Main Channel Page
10
1. Header graphic
2. Description
3. Channel layout
4. Welcome video
Branded Header and Channel Icon Keys
11
‣ Optimal banner size is 2560 x 1440 px
with center safe zone of 1540 x 427 px
‣ M...
Writing For Your YouTube Channel
12Section #: Section Title
Write a complete description
about the YouTube channel
• Tell ...
Creating Welcome Videos for New Audiences
13
Channel trailers are part of channel customization to preview the channel’s
o...
Thumbnails Should Mimic Brand Consistency
‣ Create a dedicated thumbnail for each video
to call attention to the video and...
15
Quality Matters
2
Over two thirds of videos on the first page of
YouTube are in HD, according to backlinko.com
16
Quality strongly correlate...
Quality Matters
17
Viewers will quickly identify the specific
video style (or lack thereof) as part of the
channel’s brand...
18
‣ Shoot HD video in landscape mode (16:9) with camera on a tripod for stability
‣ Use a newer webcam, mobile phone or D...
19
Keyword Optimization
3
Keyword Optimization
20
We’ll discuss several techniques in this
ebook to optimize videos for YouTube SEO,
but the most im...
More About Keyword Optimization
21
Referencing sites like Quora.com,
AnswerthePeople.com and bloomberry.com
will identify ...
Using Keywords in Video Copy
22
Each video needs a title (with keywords!),
description that is at least 250 words long and...
23
Helpful Hints to Writing Effective Video Copy
Fits 100 characters,
truncated at 66
characters. Use
keywords, headline
b...
24
Length is Important
4
Videos under three minutes rarely rank highly in
search results for general keywords.
25
YouTube has signaled that watch
t...
26
According to Comscore, the average length
of online video is 4.4 minutes (as recently as
January), but YouTube is the o...
27
That’s not to say that all of your YouTube
videos need to be over five minutes in
length, especially if delivering the ...
Audiences Can Search For Videos By Length
28
YouTube has recognized its audience’s
preferences for different video lengths...
Case Study of COMPLEX “Everyday Struggle” Series
29Section #: Section Title
COMPLEX is a creator community that presents
a...
30
Include Calls to Action
5
31
The purpose of any video can fall into one of
three categories: informative, educational or
entertainment. No matter th...
32
Custom YouTube Cards Available To Drive CTAs
1 2 3 4
Video cards are free to use and are customized in Creator Studio
S...
Using YouTube Cards Effectively
‣ Cards appear as small rectangular boxes in
the top right hand corner of a video to give
...
Interactive Video Ads Take CTAs to Next level
34Section #: Section Title
YouTube also offers call to action promotion
thro...
35
Use End Screens
6
36
End screens are YouTube cards that are
super-hyped and live in the final 20 seconds
of a video’s total run time, when t...
37
End Screens Feature Different Types of Content
1 2 3 4
Creators can use up to four end screen elements in one video, bu...
Create Purposeful End Screens That Are Repeatable
38
Shoot end screen videos separately with specific
calls to action that...
39
Transcribe Videos
7
“Captions are beneficial because they result in
greater depth of processing by focusing
attention, reinforce the acquisiti...
41
Adding transcripts to YouTube videos that
contain speech or relevant audio help to
make the video accessible to those w...
Managing and Editing Caption Files
42Section #: Section Title
Access existing captions or upload new files
in YouTube Vide...
43
Community Engagement
8
Engagement actions are social proof for YouTube
algorithms and your viewers
44
A video’s comment count
strongly correlates...
Community Engagement
45
YouTube is a social network at heart, so
creators are rewarded when they encourage
and participate...
How Comments Can Become Part of the Content
46Section #: Section Title
Prompt social engagement from the video, but
also c...
47
Manage Playlists
9
Manage Playlists
48Section #: Section Title
Once you have a handful of (or several)
videos published to YouTube and in the...
Leveraging Playlists Across the Web
49Section #: Section Title
‣ When done well, playlists can rank on their own in
YouTub...
50
Understand Metrics
10
Understand Metrics
51
In the early days of social media, two
numbers mattered: how many followers you
have on an account a...
More About Understanding Metrics
52
While the cumulative watch time of the
longer video would naturally be longer than
the...
Potential KPI’s
53
Source: think with Google
54
Gauging Success Using YouTube Analytics
Helpful when tracking
new videos, this
dashboard gives an
estimate on real-time...
55
Go Live
11
Go Live
56
Live streaming is the hottest trend in online
video. Though the concept and habits of
watching live video onlin...
More About Going Live
57
Before going live, creators should be open to
the challenges and difficulty live streaming
can pr...
58
Helpful Resources
#
59
‣ YouTube Creator Academy
‣ Re:View YouTube Weekly Email
‣ Think With Google
‣ BOSS YouTube Channel Checklist (Sunny Le...
Love what you’ve seen so far? Check out other ways to connect with us below.
Check Out These Bonus Materials
60
Register f...
now@convinceandconvert.com
602.616.1895
www.convinceandconvert.com
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Quality Matters 17 Viewers will 11 Required Elements to YouTube Success

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Quality Matters
17
Viewers will quickly identify the specific
video style (or lack thereof) as part of the
channel’s brand identity and make
judgements on the quality of your videos
based on consistency of content. It’s
important to define how you make videos
and continue to refine that style as your
channel develops.
If you start with unboxing videos, or hosted
videos, for example, and then switch
formats after 10 episodes, the new
experience and production could be jarring to
your subscribers.
The same is true for choosing a topic or
niche that your channel wants to stand out
in. While researching successful channels in
your chosen niche (or a few, if you’re still
defining), pay attention to the production
value and video quality. The audience you
will be trying to capture has come to expect
a level of production and quality based on
the most popular channels in this niche.
Staying within a niche will help to build
authority on and off YouTube, which leads to
higher search rankings.

Publié dans : Marketing
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