This series on video can be for all businesses and individuals and it applies to wine AND to all categories.
Many people who are responsible for managing and uploading video content have a “Can’t wait to get this out of my hair” mindset. And getting something done according to a check list is different from a quality mindset of completing one’s work. When a person is in a hurry or simply doesn’t care how the video resource is treated as if it were not important: the legacy of that video is established accordingly.
Topically, this week it is about minimum requirements for the entire upload process – I’ll call this Video Upload Management.
- Title – relevant and accurate – no click baiting titles ever– no better way to tire your audience and discouraging them to click on your videos again
- Make sure it is the title and not media type – I have seen videos like “Restaurant.MP4″ “Wine.MP4” – YouTube should just not allow for this — a guaranteed way for someone to not click to view the video (no one cares about the file format…); it is off putting, sloppy and it tells the audience you don’t care enough to title your content accurately. And it might look like your video is in a ‘draft’ mode
- Description Field – viewers will look to see what information might be there. Viewers can be disappointed when they don’t see another opportunity to learn more about the subject or video creator or sending them to a site filled with things that would be interested to view
- Add your website
- Ask for what you want: “buy product or service”, “use coupon code,” notify viewer of events, offers, and ongoing opportunities
- Use the this field to it’s fullest – it is one more opportunity to engage post video viewing. Person uploading may not be the person who created the video–if you are the uploader (and not creator) did you view video in it’s entirety? Did you add anything the video might be promising–another video–a website link, etc.
- Add video to accurate and relevant playlist in upload mode in YouTube – add to one or two playlist – never leave this empty as you can promote your playlist on social media; always give as much viewing opportunity to a potential viewer
- View video one more time for quality and accuracy once it is published
- ALWAYS be the first to comment on your video – as an example I’ll let my viewer know about a social media handle or a reminder (“don’t forget to subscribe” “You can also find me on Instagram….”) – your comment will rank number one and will always have a top viewing position for that comment. A great way to get your viewer to do something even if they don’t look at the description field
- Like your video! Yes, you are allowed to do that! Make each and every video look and feel that it is not just another upload but a video that has been tended to. If it feels and looks alive a potential viewer will feel more comfortable in viewing video–if you don’t care why should your viewer and potential subscriber care? I do look for signs of life for specific videos especially those on knowledge (‘how to’s’ ‘reviews’) –does it seem relevant? Are the comments mainly positive? -Are there more likes than dislikes?
- Use YouTube cards (as shown below) to show your video related videos or videos that might be interest – You can even add a playlist–have at least one card highlighting your content
The image below shows a series of four of my latest videos and you can see a thumbnail for each video. For me it is simple to create and I believe it does help my viewer to make a decision to view my video. Before thumbnails, and if people are searching all of your videos–they tended to all look the same and there was no way to differentiate them: thumbnails help to differentiate your videos from your other videos and other producers videos. More people are visual clickers i.e. depending on thumbnail versus actual title (and yes titles are, of course, very important)–viewers do take action on thumbnails.
Create a compelling or at very minimum an informative thumbnail to visualize your videos content. Yes, viewers can certainly select by title or search but maybe your video appears next many other videos and what can distinguish your video is a thumbnail. At video conferences I have attended it is seen by video producers as a necessary thing to do; I am not sure if it is true but for a time the YouTube algorithm would give “extra points” if there was a thumbnail. While it may or may not be aiding in the search function to find your video it will at minimum tell your viewer you are committed to your video and that they should take a look. And it is another indication that your brand is alive. Use Canva as shown below for professional looking thumbnails; it can help you with creating other graphics needs as well. I highly recommend Canva and there is a free option and, of course, there is a paid version as well. I have found I have gotten everything I need form the free version.
Bringing It All Together
Many, not all videos, have evergreen potential (they have a long shelf life) and it is not just a one time event post uploading; there are plenty of opportunities for promoting your video many times.
And, in my series of articles, I think the key takeaway is that you have to make a plan if not several plans–yes written ones. Even if you are a small business, a brand of one person, or part of a larger company. By creating written plans it can help guide you on where you need to be. If you have stakeholders: their participation and transparency of plans can make for the best business function possible, cohesiveness, engagement in support of video production. Most companies let their video programs live on via personality – i.e. “John does that work…” and all those details are not transparent. The keys of that kingdom are not only known by one person and it is an open and transparent way of being–it is how all business functions and how the video program is conducted. I have mentioned several plans in this series:
Video & Promotion Plan – A general plan on your video program, purpose and intention (the why), when, how and where to promote your video. You can talk about video format, structure and elements.
The Annual Video Plan – what you do on an annual basis. And it can include a calendar of video activity–shooting, publishing, promotion, etc.. This is helpful in a larger company so team and stakeholders know what the video production plan looks like for that year. You can also list incremental improvement plans for video production in that given year. This can help your stakeholders with information to many questions they might ask you constantly throughout the year; they will still have question but this is a great way to give them baseline information.
Video Charter – Charters are not just a “best practice” but in my opinion in all larger organization producing video need to have them. Most would say they don’t need it but I have never been part of an organization where there roles & responsibilities or other essential requirements are not murky and undefined. A video charter like a program or project charter gives much more clarity for the who, what, why, where and when. It is also defining deliverables, how work will be done, change management, and other pertinent details to make for a smoother operation. All people involved with video need to be in this charter. I always have team member review and read this document. This can also clarify what a manager or sponsor needs to do to direct the program and team members are aware of what they need to deliver. It doesn’t answer every question but many of them. No organization start up or established one should operate without charters–that being said a sole proprietor doesn’t need a charter but still needs a video and promotion plan and an annual video plan.
The above documents don’t need to be large. Build in Goals and Performance metrics in all of your plans so you know what targets you want to reach (works better than having a hunch). Keep all documents in a central online or shared file location for stakeholders to view at any time especially if you are in a larger organization. Your plans should feed into your marketing and strategic plans seamlessly.
Start writing down what is important to you, look at your performance and make adjustments, be prepared to promote videos many times. Track what you are doing and also make sure you are viewing your YouTube analytics regularly.
Know that your evergreen content is an asset: use it as such and deploy and promote again and again–not everyone that needs to see your video has seen it. When you are managing your brands videos needs you are also managing your expectation as well as for stakeholders. So many people start video and stop abruptly and they never take on incremental improvement or even simply write down performance goals. Be prepared to measure a specific campaigns and let the analytics inform to develop the smartest and most relevant content that you can create. Your ‘Lessons Learned’ are not essential to be intellectualized but to inform on what you need to do next. Write down your ‘Lessons Learned’ as I find when I write things down I can reference back to it later and it is cathartic to imprint what I have learned but also how to make a concrete change – by writing things down it becomes more concrete and real and not just a notion.
We have so many more tools than we have ever had before–starting off earlier in video production on YouTube for 11 years has taught me a lot and I wouldn’t go back to poorly designed tools, tools that were hard to use, equipment that was slow or cameras not giving crisp images. Video creation and production is light years away from when I started over a decade ago. Video will impart a message to your viewer that the written word can only approximate and never quite compete with. I encourage you to think about video needs for your brand and to plan your organization for video creation or to revitalize where you are today with your video program.
Please let me know if you have questions
Also, please reach out to me for a business/brand consultation – firstname.lastname@example.org
First Article: Manage Your Video Content Actively – Plan & Promote – One of 4 Part Series
Second Article: Essential Elements in Each Video – Two of 4 Part Series
Third Article: Ecology & Cultivation of Your Online Video Collection & Proaction of Your Video Program & Plan – Three of 4 Part Series
© 2020 James Melendez / James the Wine Guy— All Rights Reserved – for my original content, drawings, art work, graphs, photographs, logo, brand name, rating, rating, taxonomy, graphic and award, and design and all designs of James the Wine Guy. James the Wine Guy is also on Facebook, Twitter and most major social medias.
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