Regardless of where your video comms is destined to be shown – embedded into a page on your website, shared in an email, as a component of your presentation – if it’s available for public viewing there is one place it really should be: YouTube.
With over a billion daily visitors, the leading search-engine-friendly video channel YouTube provides organisations with plenty of opportunities to get their video comms in front of the people that matter.
Why Upload Video Comms To YouTube?
Uploading content to YouTube increases the chances of your content getting ranked in Search Engine Results Pages (SERPs), as it’s easier to rank highly for YouTube video content than it is for webpages.
Furthermore, once uploaded to YouTube your video comms become much easier to share; such as embedding in blog post or email communications – with a YouTube URL it’s much more straightforward. Of course it also makes it easier for other people to share, thereby increasing your reach and engaging more viewers.
Our Step-By-Step Guide To Uploading Video To YouTube
I’m presuming that you have a YouTube account for your organisation. If not it’s a simple process like setting up other social media channel and should be branded accordingly.
Having logged into your organisation’s YouTube account, follow these steps:
Step 1: Upload
Select the ‘upload’ button in the top right-hand corner of the page (if you’re logged in, it’s always there). Before uploading your video, choose the privacy setting you wish to apply to that content.
Public: Means anyone can see your video: it can appear as a suggested video, will be listed in the ‘Videos’ section on your channel and can appear in SERPs. For most external video comms, this will be the preferred setting.
Unlisted: This means that only people who have a link to the video can watch it. It won’t be searchable by keywords and not visible on in your channel’s list of videos. You might select this setting if you are happy for it to be shared online, but don’t want it to appear on your channel. You can still embed unlisted videos.
Private: Choose this setting if you want to share your content with just a few selected people. Having added their email addresses they will be sent a link to your video. The content is only accessible through the link and cannot be embedded using the YouTube URL.
Now choose your video files for upload.
Step 2: Processing
HD videos will take a little time to upload; you can monitor their progress on the status bar. While your video is uploading you can continue to the next step.
Step 3: Title and Description
As you can see in the above image there are fields to add a title and description. If your objectives are to use video for SEO and rank high on SERPs you’ll need to optimise the basic text information for your video with keywords relevant to your content.
Ideally your title should contain a long tail keyword (a short phrase) for which you want to rank, such as ‘How to upload videos to YouTube’. However you will also want to ensure that it’s engaging and reflects your company brand, so you’ll need to achieve a balance between keywords and style.
The description field should provide an overview of what your video content contains. The first few lines will appear as an excerpt in SERPs so write this in an engaging way to encourage viewers to click on the link. Again, include keywords and the phrases your prospects might search with, remember that search engines can’t read video so your description is an important way to signpost what the content is about to both viewers and search engines. You can also include a URL here to drive traffic to your website. For example, you might want to link to other relevant content on your website such as a blog post or even a product page. Make sure you include the http://.
Step 4: Tags
Tags are keywords that help to identify what the overall content of your video is. Where possible use common tags that other people are using. This will increase the chance of your video showing up in ‘related video’ fields, and therefore get more views.
Step 5: Thumbnails
Once your video has uploaded you will be able to select the thumbnail image that previews the content when you share your link. This is what viewers will see as an image in their social media feeds, on your website before they click play, and in search results. It is therefore important to ensure that this image will attract viewers, not deter them!
YouTube automatically generates three thumbnails, but if these don’t convey what your video is about or engage potential viewers you can upload your own image.The recommended size for these images is 1280×720 pixels.
Step 6: Publish and Video Manager
Having hit publish you can manage your videos, edit and annotate them from the ‘video manager’ area on YouTube. Here you can change a private video into a public one, and vice versa, edit your title or description, and change thumbnails. You can also anecdote your video content, manage subtitles and enhance the colours, contrast and brightness of your video.
Step 7: Subtitles and Closed Captions
A really effective way of optimising your video for SEO is to upload a transcript of your content. As search engines can’t read a video they look for clues elsewhere – keywords. Your transcript is likely to contain lots of keywords explaining what your video is about.
You have 3 options:
- Upload a text transcript or timed subtitles file.
- Type or paste in a full transcript of the video – subtitle timings will be set automatically.
- Create subtitles and closed captions by typing them in as you watch the video.
With actual words to analyse and search, Google will have a lot more information to use to determine your ranking.
Having correctly uploaded and published your video content on YouTube it will now be available for you to market in other ways. Getting good traction for your content is important in the first few days after publishing. The more views you can get in this short space of time, the better. Views count on YouTube and Google, and therefore you should invest time in promoting it to give your content the best start.
Consider embedding it in a page on your website, or in a blog post: views of embedded YouTube content contribute to the overall number of views your video receives. Similarly sharing it on social media will also increase your actual views. Share the link in other ways too, driving people to your video through email or from presentations and other documents.
Get your team onside! Use internal comms to share the video content and ask staff to watch the video. Even if the content is aimed at customers, the views received from your team will help boost its ranking on SERPs and increase its reach.
If you have any questions about the above processes or how you can use YouTube to reach new audiences, increase brand awareness, and build customer and employee loyalty – please get in touch.
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