When it comes to online video, pictures – as the cliché correctly says – tell a thousand words but forgetting the importance of words can reduce the effectiveness of your online video marketing.
The title, description, tagging and hashtags for your video need to be carefully considered, tested and implemented properly to get the most from your online video:
1. Think ‘headline’ for title
Your title needs to grab any potential viewer in just the same way as a headline grabs the attention of a newspaper reader – and in about as many seconds. Get it wrong, and the user has moved on to another video. How do good headlines work? They use language a reader understands in an engaging, often emotive way – and this is a good way to think about the titles of your online video.
2. Check out the competition
Online video is a great way to level the playing field with the competition, but if you are competing with bigger brands then use their investment to benefit your video. Study their online videos – see how they use titles, descriptions and tags to attract the website user.
3. Maximise your SEO
You understand that the success of your website’s SEO is a based around carefully researched keywords – words your customers search for and that are reflected in your copy. Your online video is no different, so make sure you incorporate these keywords in titles, descriptions, URLs and tags. You’ll need to make sure they are related to the content, of course.
4. Spell check and grammar check
Spelling words correctly is a basic consideration that too many people forget when posting online video. Incorrect spelling not only looks as if you don’t care, but it means your SEO is compromised. Poor grammar is also a sign of lack of care. Don’t rely on spellchecker – get your colleagues to check out all your spelling and grammar BEFORE posting
5. Be descriptive
Using some of the following phrases will tell potential viewers straight away what to expect
• what is…
• how to….
• demonstration of….
• explanation of…
Use emotive phrases such as ‘Top Tips’ ’10 best….’ ‘The best/worst’ to interest the viewer
6. Use Twitter to test the best
Every time you post the online video on twitter, vary the description and use analytics to measure the response. This is a great guide to telling you what words/phrases and hashtags appeal to your target audience. Amend the video title accordingly, and use the data for future titles and descriptions.
Don’t forget the power of words when it comes to making the most of your online video