Snowball — Dancing Cockatoo 3. The goal is to get a video on that Videos page, which lists the Daily Most Viewed videos. If we succeed, the video will no longer be a single needle in the haystack of 10, new videos per day. And the higher up on the page our video is, the more views we are going to get. So how do we get the first 50, views we need to get our videos onto the Most Viewed list? We reach out to individuals who run relevant blogs and actually pay them to post our embedded videos.
We start new threads and embed our videos. Sometimes, this means kickstarting the conversations by setting up multiple accounts on each forum and posting back and forth between a few different users. Plenty of users allow you to embed YouTube videos right in the comments section of their MySpace pages. We take advantage of this. Other ideas include creating an event that announces the video launch and inviting friends, writing a note and tagging friends, or posting the video on Facebook Video with a link back to the original YouTube video.
Send the video to an email list. Make sure everyone we know watches the video and try to get them to email it out to their friends, or at least share it on Facebook.
As I mentioned before, when done right, this is a tremendously successful strategy. Title Optimization Once a video is on the Most Viewed page, what can be done to maximize views? It seems obvious, but people see hundreds of videos on YouTube, and the title and thumbnail are an easy way for video publishers to actively persuade someone to click on a video. Titles can be changed a limitless number of times, so we sometimes have a catchy and somewhat misleading title for the first few days, then later switch to something more relevant to the brand.
Thumbnail Optimization If a video is sitting on the Most Viewed page with nineteen other videos, a compelling video thumbnail is the single best strategy to maximize the number of clicks the video gets.
As we edit our videos, we make sure that the frame at the very middle is interesting. Not to say that this is the best strategy, but you get the idea. Two rules of thumb: Also, when we feel particularly creative, we optimize all three thumbnails then change the thumbnail every few hours.
See the highlighted videos in the screenshot below for a good example of how a compelling title and screenshot can make all the difference once the video is on the Most Viewed page. Having a conversation with yourself Every power user on YouTube has a number of different accounts. A great way to maximize the number of people who watch our videos is to create some sort of controversy in the comments section below the video.
We get a few people in our office to log in throughout the day and post heated comments back and forth you can definitely have a lot of fun with this. But a heated comment thread done well will engage viewers and will drive traffic back to our sites. Releasing all videos simultaneously Once people are watching a video, how do we keep them engaged and bring them back to a website? A lot of the time our clients say: If we have multiple videos, we post all of them at once.
If someone sees our first video and is so intrigued that they want to watch more, why would we make them wait until we post the next one? We give them everything up front. Once our first video is done, we delete our second video then re-upload it. Now we have another hour window to push it to the Most Viewed page. Using this strategy, we give our most interested viewers the chance to fully engage with a campaign without compromising the opportunity to individually release and market each consecutive video.
Leading viewers down the rabbit hole This is one of my favorite strategies and one that I think we invented. YouTube allows you to tag your videos with keywords that make your videos show up in relevant searches.
I like to think about it as leading viewers down the rabbit hole. So how do we strategically tag? We choose three or four unique tags and use only these tags for all of the videos we post. How we measure effectiveness The following is how we measure the success of our viral videos. This makes it much easier to track inbound links using Google Analytics or another metrics tool. Additionally, these tools follow the viral spread of a video outside of YouTube and throughout other social media sites and blogs.
These days, achieving true virality takes serious creativity, some luck, and a lot of hard work.