What does aperture mean for your video? When a lot of light comes into the camera (with a low f-stop number), you get a brighter image and a shallow depth of field. This is great for when you want your subject to stand out against a background. When less light comes into the camera (with a high f-stop number), you get what's called deep depth of field and are able to maintain focus across a larger portion of your frame.
Channel trailer:Your trailer should be short and sweet (around 30 to 60 seconds). Focus on showing visitors what your channel is about and what they can expect to see in your videos. Don't forget to encourage them to subscribe. Your trailer won’t be interrupted by ads, which will keep the user focused on why they should watch more videos from your brand.
Niche-specific challenges: It’s relatively easy to create content for the “tech how-to” niche (like “how to install Windows” or “how to use WinRar) - you just need a screencasting software and a microphone. For niches like DIY plumbing, however, you need significant time, energy and skills. This often compels marketers to flood the easier niches, increasing competition.
As it does, you can enter in the video’s basic information, including its name, the video description, the privacy settings, and which playlist you’d like it to appear on. You should also add tags, which helps the video show up in relevant searches. You’ll want to make sure that the video’s text is optimized for SEO; we’ll go over this in the next section.
When you create a product review video for YouTube marketing, share your personal experience about the product you are selling – which means you must have personally used the product first – and be objective oriented in your video. Be honest and natural in your product review video so that you can win the confidence of the visitors so that they can buy your product.
Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community or an on-boarding video to get them rolling with their new purchase. Then, build out a library of educational courses or product training videos to cater to consumers who prefer self-service or simply want to expand their expertise.
As I mentioned, YouTube is one of the biggest websites around – to be more specific, it’s currently the second most popular website in the world. And even though most people don’t think of YouTube primarily as a search engine, that’s exactly what most visitors do on the site. YouTube’s not just the second most popular website; it’s also the second most popular search engine – topped only by Google. This means that the platform presents a huge potential for reach for your business.

YouTube marketing has the potential to offer big benefits to any business, but only if you’re able to build a following to get your videos the visibility they need. By increasing your subscriber base, you’ll be able to automatically boost your videos’ visibility and social proof all at once. This will help your videos get found more easily, and make a bigger impact on your overall marketing efforts. Once your channel is optimized, you can start running more active campaigns—including YouTube contests!—and see better results long term.
Sixty-five percent of business decision-makers visit a marketer’s website after viewing a branded video. It’s clear that quality and relevant video marketing content can dramatically improve your site’s SEO by driving people to your homepage. Additionally, video can enhance your conversion rates: HubSpot reports that 39% of business decision-makers contact a vendor after viewing a branded video.
One of the best ways to improve the look of your video is to include b-roll. B-roll is the supplementary footage included as a cutaway. This might include shots of a customer service rep talking on a phone, a designer editing your website, visuals of your office, or even screenshots of your product. The key with b-roll is to make sure each and every piece enhances the story.
For instance, a user with a video with important contact information about a particular product or service may choose to give viewers more time to take down this information. This annotation would appear to be used the least, just by the nature of what it does. However, it’s still useful to highlight an important message or image about your company to consumers, so vital that the video needs a brief pause.
Opinions vary greatly among sound engineers on the best method and equipment for recording audio with a DSLR. You've likely seen many videos that use a lavalier microphone — the small piece that clips below the collar of the talent's shirt. Lavaliers come in both wired and wireless options. However, lavaliers can be a bit obtrusive both for the talent (who has to have a wire threaded down his or her shirt) and for the viewer (who has to see a microphone for the whole video).

Optimizing your metadata helps get your videos discovered by a relevant audience more likely to watch your video. The more views a video gets in a short time period of time, the higher it will rank for a variety of key phrases related to its subject. All and all, the first step to your YouTube strategy should be to follow Zappos in the steps described above and optimize your quality video content from the beginning.
Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because advances in technology but also because it’s easy to spread across the globe. Making marketing videos for your business requires creativity and knowledge of human psychology. The cocktail of these components makes it possible to create real miracles of advertising at minimal cost.
Providing the right information in your video’s metadata ensures that it is properly indexed by YouTube and appears when people are searching for videos like yours. Be succinct and straightforward when filling out your metadata — your content could be removed if you try to promote it with unrelated keywords. Check out the video below to learn more about optimizing your video for search.

Keywords are the other important thing. You need to make sure you put those keywords in your title so it attracts the right audience. Keywords like social media marketing, search engine optimization, conversion rate optimization, ROI, and blogging are all keywords you’ll find me using. If you know your niche, you’ll know what keywords you need to use.
When marketing on YouTube, it’s important to recognize and consider your audience’s stage in the buying process. Some marketers try to cold-sell to customers and prospects who might be interested in their products. The problem is that people who find your videos on YouTube are usually in the discovery stage and aren’t ready to commit to a purchase.

If you want to make lead generation possible with a YouTube contest, you’re in luck. ShortStack recently released a new contest software template just for YouTube contests. This template allows you to capture lead information just like you would on Facebook or Instagram contests utilizing the software. Users can actually get entries by voting, or by sharing with their friends. You also have the options that come with the rest of ShortStack software, like setting age limits. If you’re going the contest route to boost your strategy and engagement, I recommend testing out the ShortStack templates.
White balance tells your camera the color temperature of the environment you're shooting in. Different types of light have different colors. For example, incandescent bulbs (like what many people put in a lamp) have a very warm color. The fluorescent lights (if you're reading this in an office, look up) are a little bit cooler. Daylight is cooler yet. Before you begin shooting, you have to adjust your camera's white balance according to your setup.
1. Choose your channel name — The channel name is different from your channel URL, so this name CAN be edited. But it’s best to pick a name and stick with it for consistent channel branding. Choose something that is short and memorable (like your band or artist name), and that also lets viewers know what to expect from your channel. Go here https://www.youtube.com/account and clik to edit on Google+.
The first is nearly self-explanatory. Video is huge right now. It is dominating the world of marketing, and if you aren’t using video, you’ll almost certainly lose out to your competitors. That’s not a hyperbole; with video ranking higher on all social platforms and performing well in ads, customers are more likely to notice and respond to businesses using video.
Annotations allow for both increased visibility and a way for viewers to interact with your content. Expert Village’s YouTube Valentine’s Day Essentials highlights ten different Valentine’s day videos within one video using the spotlight annotation over built in features of the video. Expert Village incorporated this menu of YouTube content thru annotations in the beginning of the video, during the video and at the end of the video. Annotations used in this way help drive traffic to your content if it’s relevant, especially when highlighting videos in a series. Annotations can also help to give your viewers more ways of watching and interacting with your content as opposed to browsing elsewhere once they’ve finished watching your video.
When selecting music for your video, first consider the overall mood you’d like to create. Music is one of the most valuable tools for setting the tone of a video and often informs the editing style, camera movement, and on-camera action. If you’re introducing your brand to a new audience, you probably want to select music that is upbeat and energetic.

Today, one of the biggest trends driving the digital marketing world is responsive design. When a company’s content doesn’t perform well on a given device or browser system, the business behind it loses traffic and suffers decreased conversions as a result. Fortunately, video content is fit for consumption on all devices, ranging from computers to mobile phones. This expands video’s reach and makes it more user-friendly and consumer-focused.
2. Choose your channel icon — Upload a square, high-res (800×800) image that is recognizable and looks great when displayed at smaller resolutions (so use text sparingly). This image will be your channel’s icon throughout all of YouTube. If your channel is linked to G+, you can use an image you’ve previously uploaded to your G+ account. You can access this from your YouTube account page.
1. Choose your channel name — The channel name is different from your channel URL, so this name CAN be edited. But it’s best to pick a name and stick with it for consistent channel branding. Choose something that is short and memorable (like your band or artist name), and that also lets viewers know what to expect from your channel. Go here https://www.youtube.com/account and clik to edit on Google+.

For channel art, choose something that represents your business while being visually dynamic. I highly recommend using graphic design tool Snappa to create your YouTube channel art. They have pre-made templates that are sized to fit your channel perfectly, all of which are fully customizable. Try to use similar colors, fonts, and stylistic choices that you make on your website and profile picture. You can also add text to help get your point or brand across more quickly. A great example is AdEspresso’s own channel art:


Within your channel itself, you can also organize videos into playlists, making it easy for your audience to search within your content. As a social platform, viewers can engage with your videos by liking and commenting on them, providing you another chance to interact with your audience. YouTube also offers a variety of advertising options for more sophisticated targeting.
Professional cameras, like DSLRs, give you fine control over the manual settings of shooting video and allow you to achieve the shallow depth of field (background out of focus) that people rave about. While they're primarily used for photography, DSLRs are incredibly small, work great in low light situations, and pair with a wide range of lenses — making them perfect for video. However, DSLRs do require some training (and additional purchases) of lenses.

For most viewers, only your top section will be visible without scrolling — so make sure your most important videos are included in the section at the top of your channel page. Also, because sections can contain content from other channels, you have a great opportunity to cross-promote with other artists and curate an interesting viewing experience for your audience. To add a section, just click the “Add a Section” button from the bottom of your channel home page.
YouTube marketing has the potential to offer big benefits to any business, but only if you’re able to build a following to get your videos the visibility they need. By increasing your subscriber base, you’ll be able to automatically boost your videos’ visibility and social proof all at once. This will help your videos get found more easily, and make a bigger impact on your overall marketing efforts. Once your channel is optimized, you can start running more active campaigns—including YouTube contests!—and see better results long term.
Did you know that YouTube is the second largest search engine after Google? As a Google product, YouTube has climbed to the top with over 4 billion videos being viewed every single day and a staggering 60 hours of video getting uploaded every minute. Uploading and marketing your videos on YouTube can help give your content visibility in both YouTube and Google search.
I do not think this is how most people use YouTube. YouTube videos are more like blog posts, and fit more effectively into the niche of content marketing. Sure, people will comment—but they do so in a manner similar to how they comment on blog posts. They come to view and digest videos, not necessarily share their thoughts about the day. Because of this, you should approach YouTube as content marketing instead of social media marketing.

In that case, it might be best to respond to those questions with a link to your video. If you created a video as part of a larger campaign or global trend, be sure to include relevant #hashtags where appropriate to ensure your video is included in the conversation. If you created a video to build awareness around your brand, consider posting the link in your profile bios.


A video’s average percentage viewed, or retention rate, indicates the average percentage of a video your audience watches per view. A higher percentage means there’s a higher chance that your audience will watch that video until the end. Try placing cards and end screens in videos with a higher average percentage viewed rate to improve the number of views your calls-to-action receive.
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