This is the fourth in a four part series about how to create video your audience cares about watching.
The series was inspired by clients who told me over and over that no one has attention for video.
I disagree. And if you look at the top viewed videos for the first half of 2015, the evidence supports this.
The top video is a just over three minutes. It is a titled “Diversity & Inclusion: Love has no Labels” and was created by the Ad Council who is responsible for public service messages. The video has had over 52,000,000 views. That is a lot of zeros.
If you create content rich videos that people want to watch, people will watch and share.
But the great thing about longer, more meaty content is that done right and positioned for discovery, people will continue to discover and watch your content over time.
Longer videos posted to YouTube have a much longer shelf life than videos embedded on Instagram or Facebook.
Months and years after the launch of your video, you will continue to receive viewers, comments, and possible media mentions.
How do you position your videos for discovery?
People discover video through words.
Maybe at one time people would click on a video because it was there.
But these days, you need to invite people to watch.
They discover your video through your title, through your description and by reading your introduction on your website and in your newsletters. And if you have meaningful content, through mentions in blogs and online news sites.
How do you invite viewers?
You invite them by writing titles that speak to what your audience’s interest.
If you read part 2 and 3 of this series, you’ll already have a good idea of what that is and have designed your content to address this approach.
A way you invite viewership when posting to YouTube or Vimeo is writing a content rich description.
Writing up your description on Vimeo or YouTube or your website is something I see even the biggest brands forget to do.
Your description not only gives potential viewers further reason to watch, but it gives Google a reason to include a link to your video when people search on keywords that you’ve included in your description.
YouTube is now the second most utilized search engine after Google.
Forgetting your description is almost like hiding your video from search.
Words to Avoid
To avoid showing up in only a limited number of searches… avoid the use of jargon.
Assume your audience will be searching on words associated with your topic but using phrases in plain english. So use plain english when you write your description.
Website & Newsletter Write Ups
Websites and newsletter are two other places where you need to invite your audience to watch your video. I see people fail to this over and over.
A great thumbnail might help get some people interested in clicking but if someone is going to give up minutes of their day, they need to know why they should click and what’s in it for them?
Get creative. Be a bit mysterious.
But let your audience know why they will be happy that they clicked and watched.
You’ve spent so much effort crafting your story and creating your video. You need to spend an equivalent amount of effort getting your video seen.
The rewards will be well worth the effort.