Content is king. But if nobody can find it, then it’s nothing. The smart operators on YouTube wouldn’t dream of showing a video without making sure it reaches the right audience. They understand the workings of YouTube as a search engine and a social platform and they know that optimisation is the key to getting their video shared.

Optimise beats promote

Having your own YouTube channel sounds like fun. But you need to know how to run your channel, not just be clever and creative. You might think that promotion via social media is the key but you couldn’t be more wrong. Optimisation is the name of the game and it’s what smart marketing people understand.

Optimise beats promote

Those who are serious about their YouTube marketing take care of all channel elements: Channel Art, Description, Playlists and Sections.

They’re also good at categorising and curating their videos with: Titles, Descriptions, Thumbnails and Tags.

Search and beyond

YouTube is second biggest search engine so you have to treat it with the respect you treat Google keywords. Sadly most businesses don’t take care of this and think that it doesn’t matter. But there’s a complication. The really big views on YouTube come from ‘suggested videos’ that appear after the video or in that cheeky right-hand column…

Search and beyond

Below are some examples we consider as best in class:

Channel

Channel

Sorted create amazing videos but they also demonstrate how attention to detail can help maximise the channel.

Thumbnails

Although he is using an old trick (girls in short dresses) what’s important here is the effort he puts in his thumbnail even if his large following already guarantees that each video will be a success. He keep his eye on the ball at all times and never gets complacent.

Sections and playlists

Sections and playlists

This is a very good way to curate your channel if you have a lot of content. For example, here is how The Jewellery Editor, the leading online magazine for high end jewellery and watches, is arranging its rich assortment of luxury video content.

Going further you can also make use of the annotations on YouTube to link videos together or use the end slate to create a call to action like top YouTuber Kassem G.

With businesses increasingly looking for ‘measurable results’ from their digital marketing, video makers who want to stay ahead have to apply themselves to the technicalities of YouTube as much as to the creativity of film making.