Optimising Your Business for Video with YouTube and Social Media Video Content
Optimising your business in Torbay for video content is vital to the success of your social media campaigns and also your website. Videos on social media and YouTube create awareness of your brand, generate conversations about your products and if done correctly, videos will generate product sales on your website.
Did you watch my video? If you did, then you'll understand this:
Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service2
I recommend that you take a look at my last blog post about SEO and social media if you haven't already, as you need to be aware of how to optimise your social media presence before you start optimising for video content.
Some video stats for you:
So how do you get started with video?
Before you get started with video, work out what your goals are - what do you want to achieve from your video? Do you want to drive awareness of your products? If so, you might consider creating an informational or explainer video about a product or group of products. Do you want to promote an event? If so, then you could create a video showing the setup of your event in progress or if you have done a previous event, then footage of how good your event was last time, along with the relevant information about your upcoming event. Do you just want to promote your business in general? Then an animated video with infographics might be what you are looking for.
You need to make sure that any video content you create is interesting, informative and entertains the person watching, this is especially true for educational or informational videos about products. There is nothing worse than a boring product video.
Take a look at your competitor's YouTube channels and social media platforms and research:
- What are they doing?
- What sort of video content do they use?
- How does it make you feel about their product or business?
- What do you think they have done correctly?
- What could be improved?
Watch your competitor's videos and learn from them. Think about how you feel whilst you are watching and after you have watched their video. Now think about how you can make a better video. Add value for your watchers - give them something to talk about, give them a
wow factor if you are showcasing products, and as I've mentioned before in my social media blog post - solve a problem.
81% of businesses use video as a marketing tool - up from 63% in 20172
If you are selling cleaning products in Torbay, show the user how your products can help their everyday lives. Show how good they are and make the watcher want to buy your product.
Your videos that you create for YouTube or social media need to:
- Make sense to the viewer who has never heard of you or seen your products before
- Tell a story - put your product or business in context, show your product being used
- Reiterate your brand's values
- Be branded with logos and a link to your website or product page
- Give value or purpose to the user, e.g. how to use your product
Types of Video
There are all different types of video content you can use to showcase your products or increase brand awareness for your business. Some of the more popular types are outlined below:
Informational / Explainer Video (Animated)
This video below from PadMapper entitled
What is PadMapper? has over 282,000 views on YouTube. It's an excellent example of an animated informational video to showcase a company and brand. They explain what the product does in detail and how easy it is to use, as well as providing information about why it is useful to the viewer. They also have a transcript of the video in the description of the video:
Simply Hike have produced these educational product showcase videos for all of their tents. The videos are available on YouTube as well as their own website, and show the viewer the exact product they will purchase. Just this one video below has over 53,000 views on YouTube, and is a great example of an educational video for a product:
Timelapse videos have become more popular in recent years, and with the right equipment, you can make a timelapse video for your product or service. A great example of a timelapse video is this one from MD Marquees, showing the setup of marquees for a wedding:
How To Video
People love to learn how to do things. From cooking an egg, to learning a previously unknown skill, to how to fix things, YouTube is full of
how to videos. This video from Dyson is a brilliant example of a how to customer support video and has over 586,000 views on YouTube:
Comedy Product Video
This video from Blendtec is extremely popular with over 3.7 million views on YouTube. It's easy to see why, with their comedy showcasing of their blender, showing how it can blend various Justin Bieber merchandise. Entitled
Will It Blend?, this video combines a great product with a comedy sketch, making it entertaining as well as informative for the viewer:
Product Unboxing / Product Showcase Video
Another type of video content which has become more popular over recent years is product unboxing. Kids just love to watch videos of Kinder Eggs being unwrapped on YouTube and many parents ask themselves why these videos are so popular. People love the intrigue of what the product will actually look like, as well as understanding more about the quality of the product and to learn exactly what they are buying. This video from Man Crates has over 149,000 views on YouTube and is a good example of how to combine branding and your product with a sprinkle of comedy and slight cheesiness:
Creating Video Content For Your Business
Creating video content has never been easier. Nowadays, you can just
go live to create videos to share with your users, and a lot of companies do this to increase engagement, particularly with events or product releases and premieres. Try and create videos for your products wherever possible, as half of people are now searching the internet for product reviews and videos before going out shopping to buy the product in question.
Almost 50% of Internet users look for videos related to a product or service before visiting a store1
A lot of how you will create video content depends on your branding and company image. Some companies can create off-the-cuff video content with just a mobile phone which works well for them, whereas other companies will employ a professional to come in and create their advert or product videos for them, for a high-quality video. In short, whatever you create needs to be worthy of watching and provides some form of entertainment or usefulness to the user.
If you embed videos on your website from YouTube, make sure that your website page is optimised for the same keywords as you've used in your video content and description.
Video content is 50 times more likely to drive organic search results than plain text1
Creating Your Video Channels
If you do choose to create a YouTube channel for your business, it needs to be aligned with your brand, identity and business name. If you have just set up a new business and think that you may well need a YouTube account in the future, my advice is to create your channel (and other social media accounts) as soon as possible so that you own the channel name to align with your business. There is nothing worse than establishing yourself in your industry, only to find that the YouTube channel or Facebook page with the same name as your business has already been taken. Get in there early!
Don't create multiple YouTube accounts - this can be fairly easy to get wrong, as Google now own YouTube and I commonly see conflicting accounts for businesses. Keep it all streamlined by signing out of all your personal Google accounts before you set up your business account or YouTube channel. Now start with creating a Google account, then GoogleMyBusiness location(s) (if you haven't already), then create your business a YouTube channel (which will create a brand account) all with the same business details and Google account. Find out more about Google brand accounts.
Creating video content for Facebook is a lot more straightforward, as once you've created your business' Facebook page, you can start uploading videos straight away. Again, make sure you use links and keywords when uploading videos for Facebook, especially if you are going live. You could try doing product demonstrations and live streams at important business events or conferences relevant to your industry to boost engagement.
64% of consumers say watching a marketing video on Facebook has influenced a purchase decision of theirs in the last month1
You don't necessarily need a YouTube channel if you have a Facebook page, as Facebook has its own video section where you can upload your videos. A lot of businesses share their YouTube videos on Facebook; however it has also been rumoured that Facebook's algorithm gives more weight to videos posted directly to Facebook, than those shared from outside sources.
With the Facebook algorithm changes at the beginning of 2018, many businesses on Facebook saw a dramatic drop in their engagement rates, as Facebook began showing less content from businesses and brands on users news feeds. We know that posts which create conversation and more engagement with users typically will show higher in user's News Feeds since this change. For example, live videos often lead to conversations and high engagement rates on Facebook – in fact, live videos on average get six times more engagements as normal videos.
If you are creating videos it's a really good idea to caption them wherever possible, as
85% of Facebook users watch videos with the sound off, Captioned video ads can increase video view time by an average of 12%3
A lot of people who use Facebook do so when in the company of others, so therefore they have the sound turned down or off altogether. Some businesses ask users to
click for sound in their videos; however 85% of users still watch videos without sound.
As for actually optimising your videos, keep them short and sweet if possible. Most informational videos are less than 1 minute and 30 seconds long, so try to keep it within this range, but not too short. Make sure your video is in a format which is not too large, a 10 minute video can be 2gb+ or it can be 40mb if optimised properly. The standard format for YouTube is .mp4 or .MOV but it does accept other file formats as well. Facebook generally accepts the same formats as YouTube, find out more here.
Make sure you use relevant keywords in the title of your video and make sure the actual video file is named correctly if you are posting a video on your website. An uploaded video named 2345235.mov is no good for SEO - call it steves-kitchens-showcase.mov or with keywords which are relevant to your business. Try not to make the filename too long, aim for between two and four words if possible.
53% of smartphone users feel more favourable towards companies whose mobile sites or apps provide instructional video content1
When uploading your video to a social media account or YouTube, make sure you pay attention to the additional details you can add, such as tags, description, links and category. If it is a
how to or instructional video, then say this in the title and description. All these things are important signals for Google and the user to help them find your video. Make sure you include your business name wherever possible, but don't stuff it in all over the place as it looks spammy. Ensure that your business' details are the same across the internet, so if you are creating videos be consistent with your branding and business name, telephone number, website address etc. See our post on SEO for local businesses for more information on being consistent across the web.
Analyse Your Results
Whenever you are running a social media campaign or YouTube channel, you need to regularly analyse your results and engagement levels to show you what you are doing well and not so well. You can view your YouTube analytics via your channel, with information such as watch time, views, likes and shares. You can also find out your traffic sources and where your customers viewed your video, e.g. embedded in a webpage or directly on YouTube. Your business page insights on Facebook gives you some idea of your video engagement, but it is not as detailed as YouTube's.
Wouldn't it be good if you could have all your video engagement information from YouTube and Facebook in one easy to read report though? Well now you can, with our silver and gold fixed price SEO packages, we will provide you with a monthly (or weekly) report, analysing your business' Facebook, Twitter, Google+, YouTube and LinkedIn video content. Find our which videos across your social accounts generated the most engagement, which keywords are working well, the videos which are the most interesting to your users and much more. If you would like more information about how we can help you get the most out of your social media accounts, please contact us.