Enterprise tactics and strategies for video marketing - Greg Jarboe
Enterprise Tactics and Strategies
for Video Marketing
President and co-founder
April 18, 2019
2 billion users visit YouTube each month, but they have
5.9 million videos to choose from
• Nearly 2 billion logged-in users visit YouTube
each month, but 953,000 accounts uploaded
5.9 million videos in the last 30 days.
• Creating great content is essential to being
successful on YouTube, but it’s only half the
• You also need video SEO to help your target
audience discover the great, relevant content
that you’ve uploaded to the world’s second-
largest search engine.
Source: Tubular Labs, April 11, 2019
Despite backlash, “We Believe: The Best Men Can Be |
Gillette (Short Film)” a success
• Uploaded on Jan. 14, 2019, this brand video
has 30.1 million views and 263,000
• Ace Metrix found this creative had the
strongest positive purchase intent among
recent “social stand” ads, including Nike’s
“Dream Crazy” featuring Colin Kaepernick.
• Despite the backlash, 65% of viewers
indicated the Gillette ad made them
more/much more likely to purchase from the
YouTube’s algorithm uses relevance, upload date,
channel authority, and watch time
Little video watch time data Substantial video watch time data
Source: Justin Briggs, CEO of Briggsby, “How to get your videos found in search,” VidCon London, Feb. 15, 2019
After creating great content, it’s time to find the right
keywords to optimize your video
• Google Trends uses real-time data to help
marketers gauge consumer search behaviors
over time, including on YouTube.
• Keyword Tool for YouTube uses YouTube’s
autocomplete feature to generate highly
relevant long-tail keywords about a particular
• vidIQ Vision for Google Chrome helps you
understand why videos are promoted in
search, related videos, and recommended
Most titles on videos that are ranking in top 20 positions
are 47 to 48 characters long
• Make your title compelling — this is your
video’s headline. If it showed up in a search,
would you click on it?
• Offer keywords first, branding at the end.
• For serial content, add the episode number to
the end of the title.
• Update video titles so they continue to grab
• Top ranked videos have shorter titles.
• Most titles on videos ranking in the top 20
positions average around 47 to 48 characters,
with the highest ranking YouTube videos having
the shortest titles.
A robust description is advantageous, but sweet spot
seems to be 300 to 350 words
• Only the first few sentences of your description will appear in search results or above the
fold on a watch page - so make them count!
• A lengthy and more robust description is advantageous, but only to a point. The sweet spot seems to be
between 300 and 350 words long.
• A video description should:
• Accurately describe your video in one or two concise sentences.
• Describe your channel and link to your channel page.
• Drive viewers to subscribe (and include a subscribe link).
• Link to other episodes or related videos and playlists.
• A video description may:
• Include your channel’s release schedule.
• Include links to time-codes in the video for long-form content.
List tags in order of relevance to the video and use 31- 40
two- to four-word phrases
• Tags are descriptive keywords that will help people find your videos.
• Create a set of standard tags for your channel that can be applied to any video you publish (e.g.
“Funny Videos” or “Pet Videos”).
• Include a mix of both general and specific tags.
• Use enough tags to thoroughly and accurately describe the video.
• Update catalogue videos’ tags when new search trends emerge.
• Properly format tags to ensure proper indexing of your video.
• Include keywords from your title in your video’s tags.
• List them in order of relevance to the video and try to use between 200 and 270 characters.
• YouTube seems to prefer 2- to 4-word phrases over many single word phrases.
• Tag performance is highest between 31 and 40 distinct tags, which suggests it’s better to use multiple
moderate-length keywords than it is to use very short or very long keyword phrases.
Create descriptive and accurate titles as well as
thumbnails to maximize watch time
• Your video thumbnail and title are the first thing
viewers see when your video is suggested to
• Use compelling titles for your videos that accurately
represent the content.
• Create thumbnails that accurately represent your
• To reach a global audience, consider translating
your titles, descriptions, and captions by having
your community add subtitles.
• Avoid using misleading or sensational titles
Subscribers and total channel views impact channel
authority, which helps rankings
New videos get a short-term ranking boost during the
first 3 to 6 weeks of their lifespan
Viewers dislike videos under 2 minutes long, but tend to
like videos 10 to 16 minutes long
Keep viewers watching with techniques that maximize
viewer engagement, satisfaction
• Be an effective editor: Create a compelling
opening to your video and use storytelling
techniques to maintain and build interest.
• Build your subscriber base: Subscribers are
your most loyal fans and will be notified of new
videos and playlists to watch.
• Use end screens: You can add up to 4
elements to promote your content, channel,
and site, during the last 5-20 seconds of a
Organize and program the content that you create,
collaborate to make, and/or curate
• Build long watch-time sessions for your
content by organizing and featuring playlists on
• “A brand can choose between three possibilities:
the brand’s own creation, creation in
collaboration with others, or the curation of
• Create a regular release schedule for your
videos when uploading to encourage viewers
to watch sets of videos over single videos.
• You can even schedule a private video to publish
publicly at a specific time.
Use reports to see what’s working and stop trying to
exceed expectations, suck less first
• Use YouTube Analytics to see which
videos are successful at keeping viewers
• Watch time report: Find out which of your
videos has the greatest watch times and view-
• Audience retention report: See which of
your videos has low watch times and view-
• Audience interaction reports: See which of
your videos drive community actions like
comments, favorites, and likes.