Video Tips from YouTube

Yesterday, I went over to Google for a different kind of APG event. Titled “Dark Arts of Digital: Video Masterclass,” this hands-on session covered the practical principles of YouTube.

Yesterday, I went over to Google for a different kind of APG event. Titled “Dark Arts of Digital: Video Masterclass,” this hands-on session covered the practical principles of YouTube. We all know how important video is in content marketing. And, in the never ending quest to uncover the secrets of what makes something go viral, it’s smart to hear directly from the people that own the data.

The best part of the day was making, uploading and annotating our own video. Unfortunately, we didn’t get to play in the YouTube creator space studio, but I’ve had a tour of it earlier and it is enough to tempt you to into vlogging full time. However, it was the following tips from the YouTube experts that are of most value to our work with brands.

Not surprisingly, Authentic Content (aka a video made specifically for YouTube or online viewing) works best. They listed these five winning categories below:

  • Moments of Pure Joy, like this. (I’m guessing joy also includes the pets)
  • The Power of Many, such as the Life in a Day project
  • Self Improvement or How To videos
  • Access all Areas. Backstage and other places we normally can’t see
  • Bedroom to Spotlight. The classic kid to camera vlogs of the YouTube famous. (Not to mention Justin Bieber.)

That last category by definition the hardest for a brand to play in. (Although would be cool to see a CEO do a regular Boardroom to Your Room type of weekly vlog.) Brands are more apt to hire breakout stars like Michelle Phan, who now works with Lancôme. The secret to the success of the super vloggers is the direct trust they build over time with their audience.

Two other top tips to improve view counts are already close to our hearts:

  • Timing is everything. Videos that are topical or tied to the news agenda are the search friendly tent poles of a content strategy.
  • The first 15 seconds are the most important. YouTube analytics will tell you were viewers drop off. If the beginning is compelling you have a much higher chance of users watching. Bit obvious, but like all tips for great content, easier said than done. What do you think of our latest work for Duracell? Hopefully, people will watch until the reveal at the end.

Candace Kuss

Hill & Knowlton Strategies Search