Having a YouTube page for your business is incredibly powerful for a number of reasons, but the key to attracting more views and subscribers to your channel is in the small details that some businesses tend to overlook.
Today, we’re breaking down the five improvements your business needs to make to its YouTube page immediately including the small details that have a major impact on your channel’s success.
Upload a branded header photo
When a new user comes to your page, there are three main questions they’ll want answered:
- What type of content does your channel produce?
- Who is your channel’s desired audience?
- How often do you upload new content?
But here’s the thing, if you don’t make this information obvious, no one is going to stick around and dig for it. So keep things simple by providing these answers up front within your header photo.
Go beyond uploading a plain image and design a custom header that includes graphics/text to communicate who you are and what your audience can expect from you (including the type of content you produce and frequency of publication).
This will help you qualify your subscribers by ensuring you are attracting the right type of individuals to your page who will actively engage with your content. Why does this matter? Because just like any other social media platform - an engaged audience is more likely to purchase your products/services than a stagnant one.
Your header image is someone’s very first impression of you and your brand, take advantage of this opportunity to answer those three burning questions above and curate your ideal audience.
Strapped for design ideas? See how some of our favorite YouTuber’s have structured their headers below:
Organize your content into playlists
Uploading videos to your page without any form of organization whatsoever can quickly overwhelm users, especially if you have a large volume of content.
Playlists are a fantastic way to sort your videos by subject matter and group similar ones together in a way that can be easily navigated by new/existing subscribers. If your business has a blog, you can think of playlists in the same way as your blog categories.
Aside from keeping your content organized, playlists can also be displayed on your channel’s homepage, giving viewers access to more of your content up front (which makes them more likely to stick around longer).
Incorporating playlists also provides you with an opportunity to branch into different styles of videos and topics, which keeps your message interesting and your subscribers continually engaged with your videos (which we talked about more in-depth when mapping out a powerful video content strategy in this blog post).
In a nutshell, playlists offer your content diversity without the chaos and keeps users engaged with your page for longer periods of time.
Create custom thumbnails for every video
Aside from your video’s title, your thumbnail is the driving force that leads someone to click play, so don’t leave it up to YouTube to automatically generate this for you! Instead, use a design tool like Canva to create your own.
An irresistible thumbnail typically includes the following elements:
- A captivating image - This could be a single image or collage of images depending on how you'd like to structure your thumbnail. In most cases, these images are screen captions taken directly from the video.
- Text that includes the video's title or subject matter - This immediately let's user's know what you're video is about (which they're more likely to notice before reading your title).
- Brand fonts, colors, and logos - This helps audience members familiarize themselves with your brand so they can easily spot your content within their feed later.
Here are a few design examples:
The major goal of your thumbnail is to position your video to stand out in search results and attract more users to click on it. Keep your thumbnails branded, interesting, and don’t be afraid to a/b test design options to pinpoint the type of look that attracts the most engagement from users.
Shape up your headlines, tags, and descriptions to boost SEO
SEO is one of YouTube’s major perks. However, you can’t just upload a video and expect it to rank towards the top of Google search results on its own. Your headlines, tags, and video descriptions play a major role in how YouTube and Google categorize your videos and rank your content.
Videos that contain key-word relevant tags, descriptions, and searchable headlines will rank higher than videos that don’t. Which means, it pays to spend the extra time to make sure these things are done correctly during the uploading process.
Here are a few key things you’ll want to pay special attention to:
- Headlines: Qualify your headline to ensure you’re wording it in a way that users are searching for it. You can do this by typing your headline into YouTube’s search engine and seeing what results come up or using a tool like Tube Buddy to help you generate a highly searchable headline.
- Tags: Add tags that are relevant to your location, desired audience, and video’s content.
- Video Descriptions: Structure your description so that it includes your videos title (again), a link to your opt-in (or whatever off-site source you want to drive traffic to), and a written description summarizing what was said in the video using relevant keywords and phrases.
These details ensure all of that metadata is seen by YouTube so they know how to categorize and rank your content within search results.
And if you’re sitting here face-palming because none of the content you’ve uploaded follows these tips, don’t worry! You can always go back and edit any of your video’s title, tags, and descriptions as necessary!
Create or revise your closed captions
Aside from your headline, tags, and description, closed captions (or subtitles) also play a big role in the search engine optimization of your videos. This is because closed captions tell YouTube EXACTLY what’s being said in your video so they can categorize and rank it within search results.
YouTube automatically generates closed captions for your video within a few hours after uploading it. However, while this tool has drastically improved over the last few years, it’s still not guaranteed to be completely accurate. So if you’re not creating these on your own or going back to fix YouTube’s errors, the search-ability of your content could be in jeopardy.
Our best advice is to allow YouTube to automatically generate your closed captions within those first few hours after your video is uploaded. Then, go back into your video manager later to correct their mistakes.
This ensures you avoid the time-consuming task of creating your own closed captions while making sure what’s said in your video is 100% accurate to what’s displayed within your closed captions.
Success on YouTube is in the details
YouTube can be a great opportunity to grow your business by publishing valuable SEO friendly content. But if you want to reap the MOST benefits from the platform, you need to pay special attention to these details that help drive more views and subscribers to your page.
Did you find these tips helpful? What other advice would you give to other businesses trying to grow their YouTube page?
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