YouTube is the second largest search engine, with over 1.8 billion users per thirty days — so it is an undeniably highly effective channel in your advertising and marketing efforts.
Nevertheless, in the event you do not use YouTube in your present advertising and marketing technique, you are not alone. In actual fact, solely nine percent of U.S. small businesses use YouTube to succeed in their viewers.
In 2018, the HubSpot Academy workforce did not reap the benefits of YouTube, both. However within the latter half of the 12 months, the workforce feared the key losses in visitors they may face in the event that they did not hop on board — so that they applied a technique that enabled them to grow YouTube subscribers by 25% in simply two months.
Finally, in the event you’re prepared to start utilizing YouTube to draw and convert an viewers, it is important you optimize your video descriptions for web optimization. In the event you’re uncertain the way to begin crafting compelling YouTube descriptions, preserve studying — right here, we’ll discover numerous techniques you’ll be able to make use of, and supply templates to make sure you have the whole lot you should excel on YouTube.
The way to Create Compelling YouTube Descriptions
1. Clarify what your video is about.
To discover the very best techniques for writing YouTube descriptions, I spoke with Eric Peters, a Senior Progress Advertising Supervisor on HubSpot’s Academy workforce. He informed me, “[YouTube descriptions] is without doubt one of the major methods YouTube is aware of what your video is about. Embrace hyperlinks, extra assets, hyperlinks to different movies and playlists, and so on. Be sure that the outline field is straightforward to learn.”
As Peters notes, explaining your YouTube video and incorporating key phrases into your description does not simply assist with web optimization rankings — it additionally helps with accessibility for people who find themselves deaf and arduous of listening to. For that motive, including closed captions to your movies is an absolute should, too.
As an example, check out one in all HubSpot Academy’s YouTube video descriptions:
As you’ll be able to see, a YouTube description is extremely completely different from an online web page meta description. In a YouTube description, you’ve got the area to go in-depth and clarify what your whole video is about, and even hyperlink to exterior assets.
Peters informed me, “You get 5,000 characters complete, so make use of it. Loads of creators use asterisks or all-caps to distinguish titles from physique copy as a result of it is all plain textual content. Contemplate writing up a textual content model of the important thing factors from the video, and even copying the transcription of the video into the outline.”
2. Embrace a CTA.
Your YouTube description is a unbelievable alternative to ask viewers to proceed to interact together with your channel, or discover extra assets that may assist them be taught extra a few subject of curiosity.
As an example, for instance you create a quick “The way to add filters to Instagram” YouTube video, however you even have an in-depth, “The way to Use Instagram for Advertising” weblog put up — why not hyperlink to it within the description? Greater than possible, anybody who’s watching your Instagram video on YouTube can be equally grateful for the chance to be taught extra through a weblog put up.
Alternatively, maybe you merely need to ask viewers to subscribe, activate notifications, or share your content material with their networks. These are all acceptable CTA’s in your description.
Moreover, it is important you format your description to make sure you put a very powerful info first — as Peters advises, “The primary 200 characters are above the ‘extra’ fold on the outline field, so if you need your CTA/hyperlink to be seen by the most individuals, preserve it inside the first 200 characters.”
After the primary 200 characters, your textual content will likely be cut-off, and viewers might want to click on “Present extra” to see the remainder — so it is vital you make your first 200 characters depend.
3. Add your persona.
A YouTube description ought to be enjoyable, and reveal your model’s persona or distinctive voice to an viewers. Not like extra conventional types of promoting, this is a chance so that you can instill creativity and humor into your content material.
Brian Dean’s YouTube channel is a good instance of this — his YouTube descriptions usually mirror the way in which he speaks. The descriptions are candid and informal, and he makes it really feel like he is writing to a pal.
To be taught extra about utilizing YouTube for advertising and marketing functions, take into account trying out HubSpot Academy’s complete YouTube Marketing course.
YouTube Description Templates
Now that we have lined the fundamentals, check out a couple of templates you need to use to craft compelling YouTube descriptions at this time.
Templates for Your Channel Description
You would possibly create a playful, easy-going channel ‘About Me’ description, like this one:
Hello, I am [Name]. That is my channel about X, Y, and Z that you need to use to develop what you are promoting.
In the event you’re a marketer who desires to be taught X to get [result, i.e. more traffic to your site], subscribe to my channel.
My channel publishes movies that concentrate on X, Y, and Z. If that sounds prefer it could possibly be useful for you, please be a part of me!
Alternatively, you’ll be able to craft a YouTube description that describes what your organization does from a third-person perspective, like this one:
Firm A is the worldwide chief in X, Y, and Z. Since 2010, Firm A has been on a mission to [insert company vision or purpose here].
To be taught extra about A, B, C, subscribe to our channel to remain knowledgeable.
Templates for Your Video Descriptions
In the event you’ve carried out an inner interview, you would possibly preserve your description short-and-sweet to explain your dialog and why it issues to your viewers, in addition to a CTA:
Hear how our CEO explains the distinction between X and Y, and be taught finest practices for implementing your individual technique.
Study extra about X and Y in our course: www.XY.com
Alternatively, if you need your description to assist new viewers discover your numerous channels, attempt crafting an outline like this one:
Hello there! New to [name of channel]? In that case, here is what you should know — I like [interests related to channel] a LOT, so I take advantage of this channel to discover X, Y, and Z, that will help you [desired result for viewer].
The place else you could find me:
LIFESTYLE CHANNEL: http://www.youtube.com/[accountname]
Be a part of our rising neighborhood for brand spanking new movies each Tuesday and Friday!
Please contact [PR representative] at [email or phone number].
Lastly, if you wish to concentrate on crafting an outline that explains what your video is about and incorporates a key phrase description, do that:
Hey there! This lesson is a part of a free on-line course. Take the total course right here: www.firm.com/course1
Some persons are uncertain what X is — at its most simple, X is [brief definition of keyword]. On this video, you will discover ways to X, Y, and Z, to make sure you’re capable of develop your model on-line.
Moreover, we’ll clarify how one can keep away from doing A. Typically, A is all it takes to lose a buyer.