Methods and tips regarding driving and

keeping users on your YouTube channelPresented by: Gary J. Nix

Chief Strategy Officer, bdot. A Digital Branding Agency

The goal for any brand is to hold a consumer’s attention. This is because a person’s attention cannot be bought – it can only be earned.

Our goal today is to focus on earning a most valuable asset: someone’s time and then translating it into views and engagement on YouTube.

Video is not only important, its prevalence, especially digitally, is increasing. And although Facebook is looking to increase its share in the space, user behavior continues to make YouTube extremely important. Thus, let’s explore how to improve your subscription rate with a leader in video.

#2 search engine globally

1 billion unique users monthly

50% of views on mobile devices

Partner revenue up 50% YOY

100 million +people share,

comment or like YouTube videos

each week

Needless to say, YouTube still gets plenty of attention, has a considerable amount of users and tons and tons of content.

The key though, is to understand how to best carve and effectively claim your own space on this huge network.

That is why we’re here today.

Because the only place online people search more is on Google, that fact suggests that YouTube users often first encounter video content via search rather than by channel akin to a cable provider’s guide.

That means having videos that can be found easily is crucial.

Improve search ranking and user experience. The first two words in the video title are the most heavily weighted. Try to limit to 44 – 60 characters.

Provide basic information and external linking.All descriptions should begin with a relevant link to your site accompanied by a clear call-to-action.

Function as keywords and are important for increasing traffic via YouTube and search engines. Increase find-ability through keyword research & YouTube search suggestions.

Filename, Relevant External Linking, Video Transcripts, Video Organization,Compelling Content, Annotations

Just as conversation is important between brand and user, interaction is an important method of video engagement that can be very effective.

So, how are you able to interact with users within YouTube video?Through the use of owned brand assets and annotations.

The Branding Watermark is a branding element you should use to your advantage. The on screen watermark allows YouTube viewers the ability to subscribe to your channel without disrupting the playback on desk and laptop devices. Please note: The channel watermark is currently available in landscape view on Android and iOS but doesn't work in any other mobile, tablet, TV devices or custom YouTube Chromeless Players.

While the number of subscribers is not the only metric to consider, from a viewer’s perspective, a higher number of subscribers could very well lend more credibility to your channel.

Additionally, watermark use does not limit us from using other annotation types.

Image courtesy of ESPN’s YouTube channel

Title annotations can be used to add a title or subtitle to the video. Title annotations are the only ones presently not linkable.

Speech bubble annotations can appear on your video at a designated time, and remain on the video for a set time. You can control the size and text in the speech bubble, as well as choose from a set of colors to make them stand out. You can use a speech bubble to call out information or link to another video, playlist, or channel.

Notes are similar to speech bubbles, you can control the size, color, location, and duration of appearance on the video. When adding a note, make sure that the text is legible against the video colors. Notes are good for linking to similar videos, a playlist, or your channel. Notes can also be used as a call-to-action button.

Spotlights are interactive transparent boxes with a frame that appear over an area of the video that you want to call out. When the viewer hovers over a spotlight annotation, related custom text appears outside of the frame. Spotlights are linkable to other videos, playlists, or channels.

The label annotation is similar to the spotlight annotation. The difference between the two is that when a viewer hovers over a label annotation the text appears within the frame, instead of outside the frame. Just like spotlight annotations, label annotations are linkable to other videos, playlists, or channels.

Link toother video

content

Link toother YouTube

playlists

Drive YouTube channel

subscriptions

While annotations can direct users to many online destinations, a common goal is to expose viewers to more of your video content through three beneficial methods.

These three particular capabilities can assist in both sending viewers to your YouTube environment and telling better, connected stories thus providing better context and value to your videos.

The placement of a video annotation is as important as the annotation itself. Annotations need to provide utility for both the viewer and your brand, however, they must not disrupt the actual content.

With that being said, most annotations will live inside of areas 1 and 3 of the heat map. Almost no annotations will be displayed in areas 5 and 7.

Looking further into existing videos and each video’s creative flow of content would help govern potential annotations in areas 2, 4, and 6.

YouTube annotation heat map courtesy of Google

Coupling your Branding Watermark with other types of annotations can help you better tell your story. When you have more content that continues to tell said story or otherwise adds value to your video, it is a good idea use annotations to direct viewers to the next :chapter.” When it is best to direct viewers to a playlist that complements the content being viewed, use an annotation. If we need to direct viewer action away from YouTube, in the case of a contest for example, use an annotation to point the viewer to the relevant site.

Subscription based note and label annotations can cover both the beginning and the end portions of a video: appearing approximately 10 – 20 seconds in, and about 7 – 10 seconds before end for 5 – 7 seconds in each instance.

We want to make sure that we cover viewers who may drop off, for whatever reason, as well remind those who view until the end that there is more content that they may enjoy.

This messaging must also include a clear call to action and reference to the type of content that we are looking to point them to.

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Image courtesy of MasterCard’s YouTube Channel

Notes or labels that we use to extend or advance the story in the video being viewed should:

• Should appear at moments where it is natural to allude to a continuation of the story or series

• Should not be over used as they would be viewed as SPAM; once should suffice unless the video is long or there are multiple stories in the video

Once again, this messaging must also include a clear call to action and reference to the type of content that we are looking to point them to.

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Image courtesy of MasterCard’s YouTube Channel

The use of Spotlight annotations can extend a story or make a series of videos more interactive by allowing viewers to choose their own path in a story arc.

Most effective when using this type of annotation on your video’s end card, it remains important to include a clear call to action and reference to the next step(s) in the viewer’s content path.

Image courtesy of ESPN’s YouTube Channel

Do not obstruct the actual content in the video.

Annotation placement is key to keep the viewer

experience enjoyable.

Do not bombard viewers with annotations. Do not spam. Annotations that

display at times that make sense work best.

If the call to action is takes the viewer away from

YouTube, set the annotation to open in a new window.

Do not take viewers away from a video too soon.

Timing is always important.

Creativity can be good. Brand related assets or

colors complimentary to the video content can enhance

the viewing experience.

Measure, measure, measure. Pay close attention

to each annotations’ performance to make

informed decisions going forward.

The best bet for anyone looking to improve their YouTube channel engagement is to understand how the tools work and apply them at and with different frequency.

No one person has the one and only mix. Only those with an absolute understanding of your brand and what it means can create the right recipe.