When the world went into lockdown and corporate events went virtual, Kapow! worked with our supplier network to adjust to the new demand. Even with the promise of vaccinations, we do not see the demand easing for virtual events in 2021. After delivering 2000+ virtual events delivered from more than 100 different suppliers, we’ve seen…
YouTube for Marketing for Event Venues
What is YouTube? Well, you already know what YouTube is, but how much do you really know about YouTube from a marketing perspective? For instance, did you know that YouTube is the second largest search engine in the world? Or that it’s bigger than Bing, Yahoo and Ask combined? Or that one-third of all internet users, use YouTube? Essentially, YouTube is a big deal, especially when it comes to finding and sharing content.
Why YouTube matters
It’s no secret that video is king when it comes to content and it’s no secret that YouTube is the king of video. It’s the first place everyone looks when they’re trying to find a video—“just YouTube it”. It’s also an engaging way to show off your space or experience offering, especially if it includes an interactive component. The good news for you is that it’s very easy to embed a YouTube link on your website or social platforms, and it’s even easier for a viewer to share your video after they’ve watched it. If you gain enough consistent viewership, you can even begin to monetize your YouTube channel, creating a new stream of revenue for your business.
How to stand out on YouTube
On YouTube, 100 hours of video are uploaded each minute; that’s over 1.4 million hours every day. So how is someone supposed to find and watch your videos? Well the good news is that three billion searches are processed and over six billion hours are watched on YouTube on a monthly basis! YouTube is a very complex system that takes a lot of unique factors into consideration. The most important place to dress up your video is the creator studio, which is a great free tool that is easy to use and allows you to keyword and tag your video to maximize the chances of it showing up in searches by your target audience.
Just like in real life, first impressions are everything on the internet. Your first impression on YouTube is your thumbnail image. By default their uploader will randomly select three frames from your video as options for your thumbnail. But, you also have the option to add a custom thumbnail instead, where you can select the perfect frame, upload a different image, combine images, add text and anything else your imagination will let you do in photoshop. According to an article from Hubspot, “90% of the best performing videos on YouTube have custom thumbnails.” So we’d recommend uploading a custom image that you feel accurately represents the video and piques the viewer’s interest.
Another chance to make a good impression is the video title. Your title is the first thing (and in many cases the only thing) viewers will read in the process of watching you video. The title is also one of three places to focus on SEO and maximize your influence on that massive search engine. This section has a 100 character limit, but best practice calls for 60 characters, so keep it short and sweet. And for the love of all that is good and pure, do your best to avoid clickbait titles.
Another chance to drop in important keywords is in the description. This is easily the longest text of your video with a whopping 5,000 character limit, so take the time to let the viewer know what’s going on in your video. YouTube will scan the text along with text in your video or the video transcript to ensure the description accurately describes the video. If you’ve written clickbait that doesn’t relate to the video, it can harm your chances of showing up in searches. Consider including some background info, links to your website or another resource, etc. And don’t forget to squeeze in some keywords in here too. One thing to note here is that Youtube will often only display the first 100 characters of the description, so put the most important information at the beginning.
While every element of your video has its own significance, the most important in regards to search on YouTube is the tag section. Keep in mind there is no limit to the number of tags you can include, only in the total number of characters used (500). This is where you’ll want to add in keywords and phrases that are not only specific to your video, but also but also to the overall theme of your video. For example, both “game-winning field goal” and “football” could be relevant tags to a video featuring highlights from an NFL game. Put the most relevant keywords at the top and work your way down from there. YouTube also picks up spelling exactly as it’s entered, so if you have a word or phrase that’s commonly misspelled, it’s wise to include the misspelled versions as tags as well.
If you’re looking for more insight into these tactics as well as some different tips and tricks for utilizing your YouTube channel, check out the recently launched interactive creator academy on YouTube. Or contact your Market Manager to request a video for your Kapow experience, which will be posted on Kapow’s site and on our YouTube channel, so you don’t have to worry about a thing!
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