WHAT SHOULD YOU DO AFTER YOU PUBLISH YOUR YOUTUBE VIDEO?
What should you do after you publish your YouTube video to ensure you get the
most views and traffic possible? Let’s start with the simple fact that changes
everything:
YouTube weighs their rankings strongly based on how long people
watch the video. This is not a theory; they’ve said this publicly time and time
again.
At one time your strategy was to get as many views as possible for your video
because it would result in the best ranking possible (along with the social proof
that comes from a bunch of views). In short, you simply bought cheap views,
from any source, and let math do the rest.
That path, thank goodness, is no longer effective. Your strategy, now, is to get as
many people as possible to watch as much as possible of the video, and the
entire video if possible.
Again, please don’t do anything silly like buy views or get a bunch of people to
click on the video and then leave.
Speaking of math, if you get a couple of
hundred people to view only four or five seconds of a four-minute video, you’re
now directly telling YouTube that people aren’t finding what it is that this video
had promised. Subsequently, you get pushed into a ghetto of sorts… and you
don’t want that.
Regarding this whole “math” thing, you just need to think the process through
Which is Google more likely to offer: a video that people watch until the end, or
a video that people (and lots of them) watched for a few seconds and then left?
Now that Google tracks these things, we need to change our strategies
accordingly. So realize that they now weigh strongly on how long people watch
the video, and never do anything silly like buying views or traffic.
What are your action items? How can you get high-quality views (as deep
into the video as possible)?
Number one: when you publish a video, immediately send it to all the social
media channels and audiences that you have access to and that are interested in
the topic you made your video about. You made this video for them; they’re the
ones most likely to watch it to the end. Once Google see this, they’ll react.
This is important: some people may have friends from church to whom they
send their video about their sandwich store… and if the friends don’t care they
may still click anyway just to see what crazy Frank is up to – they are not going
to watch the video through to the end. You should link to social media that
relates to the topic of your video, and in that case you are more likely to get full
views.
Twitter links to people interested in the topic that you have written about, which
makes great sense as you get immediate clicks and immediate results (nothing is
Embedding pages on Pinterest about your
specific topic is also a great way to see some really, really cool results for your
YouTube videos from like-minded audience members.
Google+ is good for a number reasons. You don’t necessarily get a lot of human
traffic looking at the Google+ pages, but you do get Google+ immediately
reminding Google of your video’s existence - and this is never a bad thing.
If I go to my YouTube homepage, I’ll see different friends who have shared
content on Google+. These are all people that I’m following on Google+;
because they shared things on Google+, those things then showed up on my
YouTube page. So yes, people that your audience follows on Google+, whom
they follow on YouTube, will still show up on their YouTube homepage.
We go
into that much deeper in the social media page
Again, immediately send your video to all the social media that’s interested in
the video you made about topic y.
Number two: if you have a list of people interested in the topic y, you definitely
want to email the video link to them. If you don’t have a list related to that topic
Y and you’re marketing on the internet about topic y build that list.
You know
more about your audience than any social network ever will (it is, in fact, your
social network) and you’ll see the best results from the audience you’ve built.
Now, there has been some training out there in the industry advising you to send
members of your list to your blog to watch your videos That’s wrong.
Send
them straight to YouTube. It’s friendly, it’s where the nice kitty videos are, and
it’s where people go to access videos quickly and easily.
Definitely send people
directly to YouTube the second you go live. Now, once that is done, take the
video and embed the video on your blog. This will trigger some people who
follow your blog. Again, if you have an email list, send them straight to
YouTube.
The embedding on the blog is just a secondary alert to Google that
you’ve got content about the topic elsewhere; that is, by embedding the video,
you are essentially giving Google a nod that it is about the content at hand.
Finally, encourage everybody to make comments, and do that inside of the video
itself.
Comments, thumbs up, shares and embeds on other websites send social
signals, and the domino effect that comes from that is quite tremendous. Add a
social aspect to your videos by encouraging people to comment in your
annotations (to reach people watching on their computers) or within the content
(for people watching on their phones). This has the double effect of showing the
search engines that your content has real engagement, whilst also encouraging
others to consume your content in full to see what the commentary was about.
All you have to do is say, “When you’re done with this video give us a thumbs
up on your phone, computer, or whatever device you are watching us on”.
Encourage people to make comments and you will do really well. The old “if
you don’t ask, you won’t get” adage is as true here as it has ever been. It will
serve you well to respond to any comments that are generated.
That’s what you do immediately after publishing your YouTube video in order
to ensure you get you the most views and traffic from people who are likely to
view it all the way to the end.
As a result,
Google will see what you’re doing,
take you seriously and will then start sending more people to you based on the
keywords and the topic which your videos concentrate on.
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