Tips on understanding amd implementing YouTube's built in tools to amplify engagement around your video content.

1. Methods and tips regarding driving and
keeping users on your YouTube channel
Presented by: Gary J. Nix
Chief Strategy Officer, bdot. A Digital Branding Agency

4. The goal for any brand is to hold a
consumer’s attention. This is
because a person’s attention
cannot be bought – it can only be
earned.
Our goal today is to focus on
earning a most valuable asset:
someone’s time and then
translating it into views and
engagement on YouTube.

5. Video is not only important, its prevalence, especially digitally, is increasing.
And although Facebook is looking to increase its share in the space, user
behavior continues to make YouTube extremely important. Thus, let’s
explore how to improve your subscription rate with a leader in video.

7. #2 search engine
globally
1 billion unique
users monthly
50% of views on
mobile devices
Partner revenue
up 50% YOY
100 million +
people share,
comment or like
YouTube videos
each week

8. Needless to say, YouTube still gets plenty of attention, has a
considerable amount of users and tons and tons of content.
The key though, is to understand how to best carve and effectively
claim your own space on this huge network.
That is why we’re here today.

10. Because the only place online
people search more is on Google,
that fact suggests that YouTube
users often first encounter video
content via search rather than by
channel akin to a cable provider’s
guide.
That means having videos that can
be found easily is crucial.

11. Improve search
ranking and user
experience. The first
two words in the
video title are the
most heavily
weighted. Try to limit
to 44 – 60 characters.
Provide basic
information and
external linking.
All descriptions should
begin with a relevant
link to your site
accompanied by a
clear call-to-action.
Function as keywords
and are important for
increasing traffic via
YouTube and search
engines. Increase find-
ability through
keyword research &
YouTube search
suggestions.
Filename, Relevant
External Linking,
Video Transcripts,
Video Organization,
Compelling Content,
Annotations

13. Just as conversation is important
between brand and user,
interaction is an important method
of video engagement that can be
very effective.
So, how are you able to interact
with users within YouTube video?
Through the use of owned brand
assets and annotations.

14. The Branding Watermark is a branding element you should use to your advantage. The
on screen watermark allows YouTube viewers the ability to subscribe to your channel
without disrupting the playback on desk and laptop devices. Please note: The channel
watermark is currently available in landscape view on Android and iOS but doesn't work in
any other mobile, tablet, TV devices or custom YouTube Chromeless Players.

15. While the number of
subscribers is not the only
metric to consider, from a
viewer’s perspective, a higher
number of subscribers could
very well lend more credibility
to your channel.
Additionally, watermark use
does not limit us from using
other annotation types.
Image courtesy of ESPN’s YouTube channel

16. Title annotations can be used to add a title or subtitle to the video. Title annotations are the only ones
presently not linkable.
Speech bubble annotations can appear on your video at a designated time, and remain on the video for a set
time. You can control the size and text in the speech bubble, as well as choose from a set of colors to make
them stand out. You can use a speech bubble to call out information or link to another video, playlist, or
channel.
Notes are similar to speech bubbles, you can control the size, color, location, and duration of appearance on
the video. When adding a note, make sure that the text is legible against the video colors. Notes are good
for linking to similar videos, a playlist, or your channel. Notes can also be used as a call-to-action button.
Spotlights are interactive transparent boxes with a frame that appear over an area of the video that you
want to call out. When the viewer hovers over a spotlight annotation, related custom text appears outside
of the frame. Spotlights are linkable to other videos, playlists, or channels.
The label annotation is similar to the spotlight annotation. The difference between the two is that when a
viewer hovers over a label annotation the text appears within the frame, instead of outside the frame. Just
like spotlight annotations, label annotations are linkable to other videos, playlists, or channels.

17. Link to
other video
content
Link to
other YouTube
playlists
Drive YouTube
channel
subscriptions
While annotations can direct users to many online destinations, a common goal is to expose viewers to
more of your video content through three beneficial methods.
These three particular capabilities can assist in both sending viewers to your YouTube environment and
telling better, connected stories thus providing better context and value to your videos.

18. The placement of a video annotation is as
important as the annotation itself. Annotations
need to provide utility for both the viewer and
your brand, however, they must not disrupt the
actual content.
With that being said, most annotations will live
inside of areas 1 and 3 of the heat map. Almost
no annotations will be displayed in areas 5 and
7.
Looking further into existing videos and each
video’s creative flow of content would help
govern potential annotations in areas 2, 4, and
6.
YouTube annotation heat map courtesy of Google

19. Coupling your Branding Watermark with other types of annotations can help you better tell your story.
When you have more content that continues to tell said story or otherwise adds value to your video, it
is a good idea use annotations to direct viewers to the next :chapter.” When it is best to direct viewers
to a playlist that complements the content being viewed, use an annotation. If we need to direct viewer
action away from YouTube, in the case of a contest for example, use an annotation to point the viewer
to the relevant site.

20. Subscription based note and label annotations
can cover both the beginning and the end
portions of a video: appearing approximately
10 – 20 seconds in, and about 7 – 10 seconds
before end for 5 – 7 seconds in each instance.
We want to make sure that we cover viewers
who may drop off, for whatever reason, as well
remind those who view until the end that there
is more content that they may enjoy.
This messaging must also include a clear call to
action and reference to the type of content
that we are looking to point them to.
Click Here to Subscribe
for more Priceless
Surprises
Image courtesy of MasterCard’s YouTube Channel

21. Notes or labels that we use to extend or
advance the story in the video being viewed
should:
• Should appear at moments where it is
natural to allude to a continuation of the
story or series
• Should not be over used as they would be
viewed as SPAM; once should suffice
unless the video is long or there are
multiple stories in the video
Once again, this messaging must also include a
clear call to action and reference to the type
of content that we are looking to point them
to.
To experience more
Priceless Surprises,
Click Here
Image courtesy of MasterCard’s YouTube Channel

22. The use of Spotlight annotations can extend a
story or make a series of videos more
interactive by allowing viewers to choose their
own path in a story arc.
Most effective when using this type of
annotation on your video’s end card, it
remains important to include a clear call to
action and reference to the next step(s) in the
viewer’s content path.
Image courtesy of ESPN’s YouTube Channel

23. Do not obstruct the actual
content in the video.
Annotation placement is key
to keep the viewer
experience enjoyable.
Do not bombard viewers
with annotations. Do not
spam. Annotations that
display at times that make
sense work best.
If the call to action is takes
the viewer away from
YouTube, set the annotation
to open in a new window.
Do not take viewers away
from a video too soon.
Timing is always important.
Creativity can be good.
Brand related assets or
colors complimentary to the
video content can enhance
the viewing experience.
Measure, measure,
measure. Pay close attention
to each annotations’
performance to make
informed decisions going
forward.

24. The best bet for anyone looking to
improve their YouTube channel
engagement is to understand how
the tools work and apply them at
and with different frequency.
No one person has the one and
only mix. Only those with an
absolute understanding of your
brand and what it means can
create the right recipe.