4. Thumbnail, Title, and Trailer
The thumbnail and title are the first two viewed elements of your video. If they are not interesting enough, no one will click to watch more. YouTube is considered one of the largest search engines at the moment, so having a catchy title can increase your channel traffic tremendously.
Make sure your title is short, yet engaging and descriptive. One thing to note is that video titles are not permanent! You can play around with different keywords and title structures to see what works best for you.
One of the easiest ways to gain views is by having incredibly eye-catching thumbnails. YouTube will offer random screenshots for you to use as thumbnails, but it is a much better decision to create custom thumbnails. A great resource for that is Canva. Canva has many templates, including one specifically for YouTube thumbnails. This way you always get to control what people immediately see on your videos, rather than worrying about someone’s eyes being closed or mouth being open.
While you want to make your thumbnail interesting, avoid click-bait! Click-bait is using a provocative title or photo in order to get someone to click on it, only to find out the topic is not related to the content at all. Click-baiting is very deceiving and will make your current followers, and new viewers, lose trust in you.
Your video titles should be short, sweet, and clever but not to the point where they are difficult to understand. They should hint to the biggest point in the video without giving too much away.
Your channel trailer may be the first video your growing audience will see when they visit your channel. It’s a short clip that promotes your channel and hooks your audience into wanting to see more. The best trailers show the highlights of your page and display your businesses content in a fun way. Instead of sitting down and talking about your channel, show us!
If possible, use clips from previous videos and compile them into your own little story reel. That is a creative way to explain what your channel is all about. Keep your trailer short and sweet, too. YouTube analytics predict that trailers under 40 seconds perform better than longer ones. Keep in mind that the ultimate goal is to make the viewer subscribe. If you were a new viewer, what is something you would be excited to see?
Content is the heart and soul of your channel. Ultimately, it’s what draws viewers in and keeps them coming back. Your channel is the perfect place to introduce your work or cause, share ideas, and promote upcoming launches. The most common and successful videos for small businesses and organizations are product explanations, customer testimonies, and tips.
It sounds daunting to create so much new content, but that doesn’t have to be the case. Repurposing video and content is more than welcome in the YouTube community. For example, if you are already producing a podcast, try taping it and posting that footage to your channel. People would love to see the mannerisms and facial expressions that go along with their favorite podcast.
Another way to repurpose content is by using footage from a previous event and adding to it. Show snippets of the event and add in your commentary so the viewer is engaged. Of course, the type of content you choose to post will depend on each organization, but a good rule to follow is to mix it up. Switching it up between sit-down videos and “in the field” type videos will keep your audience looking forward for your next upload.
6. Be social, share, and collaborate
Popular videos are promoted more often by YouTube and that’s all thanks to engagement levels. More subscribers and more views will place your videos higher in search results. It’s a huge plus if someone subscribes to your channel right after watching one of your videos, according to YouTube.
The easiest and most organic way to generate growth is to ask for it! Share your channel and videos on your other social media channels and website, tell your friends and colleagues, and collaborate with other entrepreneurs and organizations. Using a Call To Action (CTA), is a great way to get the word out about your cause and YouTube is no different.
Each one of your videos should have a CTA at the end to further engage your audience and encourage them to take action. Tell viewers exactly what you want them to do whether that’s subscribing, liking, or sharing your video.
Last but definitely not least—become a part of the YouTube community. Find channels that correlate with your organization, cause, or personal brand and engage with them! Even leaving a simple comment on another creator’s channel can connect you with the right person.
Contributing to discussions will attract new viewers to your channel as well. Leaving thoughtful comments will grab the attention of passer-by and encourage them to check out your content. Avoid spamming others’ comment sections, however. That gives of an insincere vibe and will not yield great channel traffic results.
Would you like to see this advice in action?
Here are four examples that showcase the tips above. The first two are nonprofits, and the latter are for-profit organizations.
The Task for Global Health has a wide variety of videos. Some explain who they are and what they do, and others are stories from communities they have served. And Dosomething.org caters to young people, so they have a more laid-back approach to their channel. The incorporate interviews, challenges, and some public service announcements into their content.
The Body Shop is a cause-oriented brand. They use their YouTube channel to show tutorials for their products and on occasion, have serious conversations. Finally, most of us know about Tom’s Shoes and what they stand for. Their videos range from completely creative content to their newest shoe to showing off their charity work. These four organizations can be great inspirations for your own channel.
Does your organization have a YouTube channel? If so, leave your link in the comments, and we’ll check it out!