6 Ways to Enhance Your Video Visibility

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RIKU PYHÄLÄ

2018 / 10 / 31

The writer works as a Producer and Content Ninja at FLIK

By now, the internet is full of different types of videos, from two second flashes to continuous livestreams. Standing out amongst the giant mass of cat and youtuber videos is a real challenge. Especially if you’re not looking to throw your coins on paid advertising just yet. So, here’s a few free ways to enhance your video visibility.

Headline

It’s easy to underrate headlining: doesn’t content quality always count the most? But what exactly would even the greatest content be without viewers? Headlining is essential when building distribution to your audience.

On the one hand, the headline directs viewers to your video. People using relevant keywords in search find their way to your video, as long as these words have been taken into account in headlining. On the other hand, it’s good to keep it tight and compact – max 60-character headlines work the best.

Headline tells viewers what the video is about – like the back cover of a book. It is also the last test for the content creator herself. If the creator or distributor can’t summarize the content into a 4-5 word headline, the viewer probably won’t grasp the core of it either.

When I see a headline 'Guess who's going out with who?' I don't guess, and I don't click.
Ricky Gervais

Preview image

Practically all platforms, from YouTube to Facebook allow you to manually select a preview image for the video. It’s worth your while, as it helps the viewer to spot your content in quick browsing. Grab a nice frame from your video or create the image out of nothing – the most important thing is to grab the viewers’ attention.

A good practice is to create a solid visual theme for your video playlists, for example with a color or some graphic. This way the content will appear clear and recognizable on YouTube’s UI. For example, check out the YouTube channel of the Finnish Police.

Find the right audience

However socially relevant, YouTube is not a social media platform in the same sense as Facebook and Twitter. It’s essentially a video platform. The videos are not conveniently shareable between the users – no matter how special the content might be. On top of that, comments from anonymous accounts can be wild and unpredictable. Reasonable conversation is all too rare. Therefore, publishing your video on YouTube is always a bit risky. More importantly, it will not bring your content to its right audience – which it deserves and needs – unless they already follow your channel.

Sharing your video on social media channels, newsletters as well as on relevant discussion forums is crucial. Ask and encourage your colleagues, partners, friends and that person sitting next to you to share the video on their own accounts and channels. Above all, think carefully and find out where and when your target audience is spending their time online.

Mobile devices

Mobile views are rising, and already over half of video views are on mobile phone, tablet or some other mobile device. Additionally, videos are being shared more actively on mobile – it’s just that much easier.

Now, it’s at least worth testing out shooting square or vertical videos. For example, vertical videos obtain more space on Facebook’s app feed. Snapchat, Instagram Stories and Periscope have been about vertical since day one. Instagram even ended up creating their own video platform, IGTV, which is entirely based on vertical video. The form offers plenty of new, fresh ways to marketing with video and especially to a younger audience.

Teaser videos

Editing short teasers (5-10 seconds) of your original content is a handy way to bring your content forward – in sports terms, to create momentum. With short teasers, you prepare your audience for the publication of the actual content and grow the temporal value of the publication.

But remember, teaser always creates expectations for the actual content itself, and these expectations shouldn’t be created for nothing. Keep your teaser concise and relevant. There’s no point in using excessive effects unless they correspond with the main content.

Create conversations

Since recent marketing shambles and data breaches, Facebook now aims to emphasize meaningful conversations between users. Take this into account when distributing video: assign a question or some other conversation starter along the video.

Take notice that the social media giant isn’t satisfied with one word commenting. Facebook emphasizes real conversations – so the publisher also must be ready for discussion. The same goes with Twitter and Facebook-owned Instagram. As we know, great content stimulates discussion in the best possible way and creates the sense community these services yearn for.

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