By now, we all know the Internet marketing mantra that “Content is King” and we also know that visually engaging content reigns as the attention-grabbing younger sibling, especially since YouTube is the world’s second largest search engine. Creating visually engaging content that goes viral is basically a marketer’s dream.
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| Gotye's music video went viral with countless parodies |
Since we can’t always count on that winning combination of wit, entertainment, creativity and, yes, a little bit of luck, to make every video a viral sensation, marketers must rely on other techniques to spread the word. Of course, having a video strategy as part of your social media plan is important for the foundation of your campaign, but let’s focus on the video itself for the purpose of this discussion.
Once you create a video, how do you get eyeballs on it? The answer is search engine optimization:
- Choose your (key)words carefully – only pick your top one or two keywords that make the most sense within the context of the video. Include your company name and “dot com” in the keyword box.
- Give it a title – make sure the title lets YouTube as well as your intended audience know exactly what the video is about. You definitely want to include your chosen keyword in the title and even the word “video” because people searching outside of YouTube tend to use that term as part of their search.
- Add a description – again, you want to include your keyword(s) in the description and a hyperlink to your website or landing page with a call to action.
- Transcribe your video – adding a transcript of the video for captioning helps YouTube determine the video’s keyword relevancy and allows Google to index the text. This is why “carefully” was included with “choose your keywords” in number 1.
- Syndication – although YouTube is the most popular consumer video channel right now, other video services like Vimeo and MetaCafe can play an important role in helping your video get found. You don’t have to re-create your titles & descriptions, but you do have to change up your wording to avoid duplicate content. Plus, you can do other things while your videos are loading, so it doesn’t take that much time.
Once your videos are properly optimized for SEO, you should put your social media plan into action. Your video must still be promoted and the link should be posted on your website and all of your social media channels, but now it has a greater chance of being found by people who are not necessarily in your network. And that can’t hurt.
