Want to increase the chances of your videos showing up in YouTube’s search results? Columnist Sherry Bonelli explains how to glean keyword insights from your competitors.
Video marketing is becoming a digital marketing necessity. (It’s not a “nice-to-have” marketing strategy anymore.) People love to watch videos, and videos can help you sell more products or services. In fact, a study done by Cisco last year predicted that by 2020, video will account for over 80 percent of all consumer internet traffic.
As video consumption increases, consequently so does video’s influence on consumer purchases. According to recent research by Brightcove:
- Almost half (46 percent) of viewers say they’ve actually made a purchase as a result of watching a branded video on social media, and a third (32 percent) say they’ve considered making a purchase as a result of watching a video.
- 81 percent of consumers say they currently interact with brands on social media, and 43 percent say they’ve done so through watching branded social videos.
- When asked for their favorite type of branded content on social networks, video was the most popular answer, with 31 percent of respondents listing it as their number one choice.
YouTube is the second most popular social media platform, based on market share. And you’ll find that most YouTubers are die-hard YouTube viewers. They’re constantly watching videos, searching for videos about everything from how to jimmy your locked door to how to create a Facebook ad — and everything in between.
How to optimize for YouTube’s algorithm
YouTube is essentially a search engine for videos. Not surprisingly, it uses a sophisticated ranking algorithm to surface content to viewers.
If you want to gain a following and rank your videos higher in YouTube search, uploading fresh content is extremely important. Users love new videos! And that fresh, newly uploaded content (as well as the latest actions taken by the users) is taken into consideration by YouTube when ranking videos.
“Watch time” is a very important ranking factor as well. YouTube wants to surface videos that viewers will find enjoyable, so high user engagement is a great signal for the algorithm in identifying such videos.
In addition to user signals, YouTube also relies on input from the video owner to feed their algorithm. That means YouTube is counting on you to tell it what your video is about.
What you do to optimize your video in the first 48 to 72 hours is critical to the success of your video and how it ranks. If you get it right, your video could shoot to the top when people search for your video topic. Get it wrong, and you’ll sink like a rock.