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5 Essential Steps To Grow Your Brand YouTube Channel

YouTube is a crucial platform to help build your brand!

According to a report from Google and Pixability, Interbrand’s Top 100 Brands are collectively uploading a video to YouTube every 18.5 minutes. With video marketing being on the rise, as a business, it is important to utilise YouTube as a medium of engagement and promotion.

However, there are certain ideas and factors you should consider to optimise your business YouTube channel efficiently. This ranges from setting up the overall channel, making sure individual video SEO is up to scratch, and even taking a step back and analysing the content your company produces. Take a look!

Do You Need A Creative Platform?

1 – Channel Setup

The overall YouTube channel setup is important. It needs to be optimised in a way that it can be discovered by appropriate audiences, and can be navigated in an engaging way. The core fundamentals of the SEO revolve around customising the channel information. The ‘About’ section should showcase your target audience, express the important information and values regarding your brand, and naturally include relevant keywords that can provoke outreach. Don’t forget to include all of your appropriate social media links too. Add ‘Channel Keywords’, they are essentially tags for your channel. Services such as Google Trends can be used to see what people are searching based on your field. No more than 10!

In terms of the visual navigation, you should have a well-designed banner that showcases your logo, fits the brand guidelines and maintains optimal resolution (2560 x 1440). A channel trailer should also be included to show the video you want new visitors to be introduced to. This could be a YouTube video that you have explaining your product or service, or a highlight video from one of your current campaigns.

 

 

2 – Individual Video SEO

So you’ve got the channel ready, it’s now time to optimise those YouTube videos! You need to have a catchy title that contains the exact keywords that you want to feature for. This also applies to the description. Use this as a chance to summarise the important points of your video and brand. It’s also an opportunity to link to your social media accounts.

Tags. Arguably the most important but most overlooked factor. Too many tags are counterproductive to SEO. 15 is the magic number. Break down your tags categorically into different styles:

Longer coherent tags with keywords
(e.g. if it was a gym in West London, you could say “west london gym classes sale”)
Medium more generalised searches
(e.g. “exercise classes”)
Single words that are broken down from the prior
(e.g. gym, classes etc)

Custom Thumbnails should be added to provide consistency and visual appeal. End screens and info cards that link to your other content and website (if you are partnered) can also be added to increase navigation between videos.

3 – Produce Quality Content Consistently

Sustaining a video marketing campaign with success on YouTube requires effort and time. Videos you produce need clear formulated plans. Don’t put all of your eggs in one basket. Spending lengthy amounts of time, resources and financial investment on videos you’re going to upload once every 6 months is not going to be beneficial for building your brand. Create and develop ideas for consistent videos relating to your brand, that even audiences without a connection to your company can engage with. This gives more of an open barrier for people to engage with your idea and can contribute to developing a consistent audience.

4 – Encourage User Participation

Start a discussion! Engage with your audience! Perhaps offer a chance for viewers to influence the content in some way! Developing interaction makes videos more memorable and can motivate audiences to participate actively. Replying to comments can also alter the perception of your brand because it makes it more human and relatable. If you manage to reply to every single comment, you will certainly notice a community start to form. Familiar faces will start to return and the outreach will start to grow. YouTube will reward channels with higher interaction levels, placing them in a more prominent position within the algorithm.

5 – Promote Your Videos

This might seem like an obvious pick, but it is so important. For the majority of cases, even the most active supporters of your brand are rarely going to actively search for your video marketing content. Promoting your YouTube videos on your prominent social media accounts will provide your videos with the attention they deserve. You already have your communities, why not transfer them to YouTube? There are several social media management platforms you can use, to upload and schedule your videos, and then share them on your relevant socials.

Do You Need A Creative Platform?

These are the core fundamentals for developing your brand on YouTube. Implementing these changes isn’t going to boost you to the top of the trending page. It provides brands with professional optimisation that encourages growth on this competitive platform.


The Explainer Video. What’s so great about it? Everything!

An explainer video drives sales

The explainer video really comes into it’s own in an age where customers want to know what you do but they want to know this quickly.

Will your product solve a problem, more their company profitable or help their customer service flow more smoothly?

An explainer video explains many facts in 60 seconds.

This was your problem. Here’s our solution. Here’s where you buy it. Boom.

It’s worth taking your time with the key messages

We call them explainer videos but really it’s a brand video. It’s probably the first time some-one will see your product. It’s your shop window. You have their attention but now you need to convert that interest into a lead.

So your script needs to be very tight. It needs to sing. The overall look needs to reflect your brand. This video needs to hit the ground running from the get go.

An Explainer video needs great creative

Many marketing companies talk about having a video strategy but our experience tells us that what really drives customers to your site isn’t just the process behind releasing video content at the right time in the right channels….a much stronger element is the creative idea.

You can promote a video until you are blue in the mouth but the creative behind it will make people watch it and share it.

Think about your video content strategy

We think the creative behind the video is more important than the strategy but only just.

There’s no point in producing a very clever video without thinking about how people are going to view it. So think about where your customers are. Video’s on Linkedin have a more business like feel than a video on Facebook. People don’t watch videos on Facebook with the sound up so what about subtitles? Instagram video’s may only be short ten second ident video’s.

Explainer videos come in many forms

It can be an animation. Talking heads or a mixture of both. Think elevator pitch but using video or animation.

One things for certain. Eighty per cent of all searches on the web by next year will be for video content.

Your customers expect video content and will be put off from your business if you don’t have it.

If you need any help with putting together your businesses own video strategy then get in touch with us at [email protected] or call 02081332995


Don’t forget about a decent sound design

It’s 50% visual and 50% sound design

So said George Lucas and he seems to know what he’s doing with sound design

And Vebu contributors Gulliver Moore and Olli Club were keen to shown the importance of design for their promo for Audio Networks

I think I must have been the last person to realise that great sound design can really lift a production.

I’m going to put my hand up here and say it’s probably because I came from the first generation of cameramen/reporters who were basically trying to do everything.

Soundie’s were just relics from the past weren’t they? The cameraman can just do sound can’t he?

Well, no.

The world has come full circle for me. A video producer can shoot what they like on an iphone but the first thing you notice is the sound.

“The truth is, for me, it’s obvious that 70, 80 percent of a movie is sound.”
Danny Boyle

There’s a nice blog on this from the guys at Story & Heart

 

For those who just need a quick blast of what you should be thinking about – there’s 4 basic elements; voice-over, music, effects and finally emotional sounds (usually in the background)  that really create a mood.

It’s this final type that can be quite interesting; the indiscernible screeching sound we can’t quite hear but know thats there…just as you’re hiding behind the sofa.

Because let’s face it horror movies do sound really well.

Sound Design doesn’t have to cost the Earth

Sound Design isn’t just for high end film-makers. A decent free-lance sound designer can work wonders on your corporate video or brand animation for £300 a day – a couple of days including client feedback should be enough for a two minute video.

For anyone producing an animation sound design is a must, it’ll add character and personality.

Interestingly we’ve found that if you’re running out of budget to fill the screen sound really adds an extra layer of interest to the brain. Sound design really can keep the interest and the flow…flowing.

If you need any help with putting together your businesses own video strategy then get in touch with us at [email protected] or call 02081332995


A decent voice-over artist is worth it

Voice-over artists really are the cherry on the cake

 

It’s amazing how many times I’ve watched a half decent animation or explainer video and thought; this is well written and the animation flows quite nicely, but why have they got the marketing assistant to be the voice-over artist or it’s the Head of Sales who I can imagine when pitching to an audience is quite engaging but doesn’t quite translate to video.

Being a great voice over-artist really is a skill and there are many actors who don’t have this skill either.

The bad ones come in to the studio and don’t try and get a feel for what their “character” needs. The good ones get a real sense of the timing, tone of voice and understanding of the audience.

So I thought this week I’d shine the spotlight on a couple of great voice-over artists I’d recommend.

Interestingly two of them are based in the US but that wasn’t a problem with the work flow. Once you’ve put a call in, most are happy for you to sit on on the recording on skype or send over a take and if you don’t like it or have some feedback, they just re-record it.

I can’t stress enough how an experienced voice-over artist can really lift a script.

Getting the tone of voice right

I’ve worked with Andy Barnett a couple of times and I never get bored of his voice. I read a lot of gumshoe Americana fiction. Andy is very versatile but the way I’d describe my favourite voice of his would be film noir. The private dick who’s been beaten up a couple of times and lived to tell the tale and get the gal at the end. Here is is on a job we did for McDonald Butler. Their client was Atos

 

Let your voice-over artist add a bit of fun to the proceedings

Victoria Shepherd is a Brit based voice-over artist in San Francisco – very professional and has a great range from the serious to funny. She has her own studio and is very prompt and professional in providing alternative takes.

 

If you need any help with putting together your businesses own video strategy then get in touch with us at [email protected] or call 02081332995


The Power of Video Content

How powerful is video online?

It’s going to be another year where video tops the to-do lists of most marketeers. The stats back this up.

Recent surveys show that 60& of visitors to a website will watch a video than read text. So no wonder Youtube is now considered the second largest search engine.

Your website is 50 times more likely to appear on the top pages of a search engine if it contains video.

When learning about a company 80% of those surveyed said they expect to see a video to help them trust that company.

If you need any help with putting together your businesses own video strategy then get in touch with us at [email protected] or call 02081332995