Today, video content is becoming more and more in demand, which is why YouTube and video services similar to it, such as RuTube, Smotri.com, Vimeo, are gaining more and more popularity among users.
It is not difficult to create your own channel on a video service. It is difficult to promote it. There are many articles on the Internet that explain all the nuances and wisdom of SEO optimization in professional language. And with those who are just starting to learn the basics of video content and are planning to promote their channel on YouTube, I want to share the four most important factors, the optimization of which will lead your video to the TOP of the video service.
Video length and retention percentage
Audience retention is one of the main YouTube video ranking metrics. However, it is not the only one and affects the position of the video along with other indicators such as the length of the video, for example. The question of which is better — a short video with a high retention rate or a long video with a lower retention rate — is quite popular on YouTube forums. From my own experience, I will say that YouTube is for long videos. We are, of course, not talking about long clips of full-length movies.
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On the other hand, the longer the video, the less likely you are to achieve high retention rates. Indeed, the likelihood that the viewer will not watch the video to the end of a minute is lower than a video that is 10 minutes long.
In my experience, you can achieve the best ranking effect with a video length of 10 to 15 minutes and a retention rate of 50%. YouTube, like other video hosting sites, makes money from ads, so the longer a person watches a video, the more he interacts with the ad. Therefore, you should not be afraid of long YouTube videos, even if the% retention will be lower. It is important to add here that the length of the video is a technical parameter that is included in the technical specification when creating a video, that is, this parameter can be technically adjusted, but the% retention depends entirely on the creative component of the video and is, as a rule, the result of manifestation talent of the creator.
CTR. Optimization to attract new audiences
CTR (click through rate) is the ratio of the number of users’ clicks on a video for viewing to the number of its impressions. In other words, this is the percentage of those who clicked on your video to watch it, to all those who saw the title, icon and description of your video in the endless list of video services. If the click-through rate is high, then your video will move higher. YouTube will rank it as more interesting relative to others. But there is an important caveat — if audience retention suffers, YouTube will downgrade your video, not believing it is giving viewers what it promises. I’ll talk about audience retention below.
There are simple variables that affect the CTR of each video that you can change:
— Optimized title (video title).
— Video thumbnail.
— Description of the video.
— Video title
For simplicity of constructing the name, I propose a method of dividing into two interrelated parts. The first part of your video title should contain at least two keywords. A keyword is a word (or words) that you can use to convey the meaning of a video. I will talk about this in detail later. The second part of the name should carry a strong emotional charge that cannot be overlooked. In general, these words completely depend on the meaning of the video, and success will depend on how creative you are with this task. The classic example is “effective”, “solution”, “success” and so on.
I also note that, firstly, you should not make the names too long, and secondly, the name should not mislead users. If the essence of your video doesn’t match the title, the video retention rate will decrease, which is a bad signal for YouTube algorithms.