Programming Video Channels for YouTube

June 24, 2014

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This post was originally featured in PR News.

What a brand gets out of YouTube depends on what it puts into it. Brands that want to capture users’ attention and maximize their video investment must make sure their videos/channels are optimized for easy discovery. They also need to keep users coming back for more. If your brand is investing in storytelling on YouTube, here are five tips to maximize your efforts.

1. Customize all aspects of the setup and design. It seems obvious, but setting up your YouTube channel to accurately represent your brand is step one.

  • Design compelling icon and cover art imagery that works across all screen sizes.
  • Complete the About tab with an accurate bio; include search-friendly keywords and links to your website and other social profiles.
  • Link other branded channels in the Featured Channels tab.
  • Upload a channel trailer to draw in new visitors. This could be a specific video you create for preview purposes or one of your most engaging videos.
  • Maximize the Home tab layout with featured sections for your latest videos and playlists. Refresh regularly.

2. Outline a compelling vision and content strategy. Ensure you are creating content based on strong target audience insights and business objectives. Then make sure to stay organized, and keep the content organized for your audience:

  • Use an editorial calendar to guide your efforts.
  • Group videos into meaningful Playlists with clear descriptions.
  • Include end-cards and annotations on your videos with a clear call to action.

3. Win clicks with strong thumbnails, titles and descriptions.

  • Thumbnails – Use high-quality images that convey the most important info about your video.
  • Titles – Help users quickly make sense of your content through titles that are concise, descriptive and keyword-dense.
  • Descriptions – Add important additional information, but keep it concise.

4. Use analytics. This tip really weaves through all the others. Regularly review metrics within the YouTube Analytics dashboard to assess your channel’s performance, and don’t be afraid to adjust your content, publishing and distribution strategies.

5. Plug your videos/channel. YouTube videos are easily embeddable and sharable across the Web, so you can build a cross-promotion plan to integrate your YouTube content with your other channels (social media, blog, website). Also, consider paid media options such as AdWords for Video to ensure your content reaches your target audiences.