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http://www.themediamama.com How to target your audience on YouTube Joelle Norwood Lern Conference Washington DC 2012 Article by Vanessa Pappas is Vice President of Audience & Strategic Partnerships at Next New Networks, where she oversees key partner relationships, builds out audience growth strategies and advises programming of the networks which include Indy Mogul, Hungry Nation, and Barely Digital. Online video has moved from the niche to the mainstream and become a part of our regular media consumption. After five years, YouTube hit the milestone of serving one billion video views per day in October 2009, and just seven months later crossed the threshold of two billion view day in May. With online video viewing rivaling some of the biggest television ratings, how can you stand out in this sea of content on the world’s largest video platform? Whether you’re a Fortune 500 company, a media outlet, a small business, or an individual, the questions are the same: How do viewers find your videos online, and what keeps them coming back for more? Here are five guidelines to improve your video discovery rate and create a loyal audience on YouTube. 1. Create Meaningful Content Online viewers are fickle — they are always one click away from skipping over to the next thing. So while content is king, the key to having your video discovered is to create the kind of content that will add value to your defined community. Ask yourself key questions: Why would people want to watch your video? What relevance does it have to your target audience? Whatever creative format you chose to take, whether it be a vlog, how-tos, interviews, topical viral concepts, news-focused, or a scripted web series, you need to give people a reason to watch and share your videos. One brand that has done a great job of this is The Home Depot. The company’s videos are not just repurposed commercials. Instead, they offer DIY expertise and insight on products and projects around the home. By creating engaging content that is valuable to the specific DIY community, Home Depot is able stay on brand and increase their chance of satisfied viewers seeing and sharing their content. 2. Package and Brand Consistently More than ever, the challenge everyone faces in building audiences online is getting viewers to come back after they’ve watched that initial video. A viral hit is a short-term success, but how do people know to come back? Did you give them a reason to? To this end, branding and packaging is crucial. Your brand will serve as a navigation marker in a sea of online content. Having a strong point of view within your content helps define your brand and position yourself as an expert and leader in your field — it’s a voice that they will know to trust and return to for specific content. Machinima, one of the leading channels for video game content on YouTube, has been the most consistent in this, and no doubt their branding and packagin
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Target Your Audience
Target Your Audience
•DO You Know YOUR AUDIENCE ?
Joelle Norwood YouTube Tools 2012
Joelle Norwood YouTube Tools 2012
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Keyword Tips
Keyword Tips
• Use YouTube’s Keyword Research Tool. It will give you good suggestions for related queries. • The obvious keywords to you are not obvious to your potential audience. • Ask what problem you provide a solution for…and bid on keywords that allow your videos to join the conversation in a searcher’s mind. • No offense, but people don’t necessarily know who YOU are. They are asking WIIFM?
Joelle Norwood YouTube Tools 2012
Your Title Title Tactic: Get primary keywords in
your title. Balance between talking to search engines and piquing interest.
Don’t repeat words either—it won’t help you.
Joelle Norwood YouTube Tools 2012
Video DescriptionVideo Description Tactic:The more words
you include in your description, the higher your chances of being discovered by searchers (5,000 characters max). Get your top keyword / keyword phrase in 3-4 times. But make it look natural with variations that users might search to find your video.
Joelle Norwood YouTube Tools 2012
Add Annotations
Add Annotations For special call-outs and to put emphasis on your call to action. (Use these to link to other videos in a series or that you think your audience will like; Keep them on your channel and tempt them to watch more of your content.)
Joelle Norwood YouTube Tools 2012
Make Playlist REPEAT
Joelle Norwood YouTube Tools 2012 Joelle Norwood YouTube Tools 2012
Add Video To Landing Page
•Add Video To Landing Page
Joelle Norwood YouTube Tools 2012
Keywords are Key
Joelle Norwood YouTube Tools 2012
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Check Your Results
Joelle Norwood YouTube Tools 2012
Add Keywords That Were Used
To Find Your Videos.
Rinse and Repeat •Add Captions & Interactive
transcripts
•
Joelle Norwood YouTube Tools 2012
Have Fun
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Joelle Norwood YouTube Tools 2012
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