The appeal of producing a viral video sensation can be so great for some video editing producers that they fail to see the fundamental purpose behind content creation in the first place. Exposure, branding, story telling – these are the principle functions of a successful online video production. Viral status could be a good ego boost, it might even get you some new customers, but if you’re only concerned with being the next David After Dentist, you risk skipping the basic steps of a successful video presence.
Title: Virals and branded content have very different methods for titling videos. Lots of viral videos have catchy titles that fit the content, but could be hard to remember or guess for people who haven’t already been exposed to it. When putting a video online, on sites such as YouTube or Vimeo, stick to easily searchable or guessable titles so that people don’t have to go above and beyond to find your material.
Description: Search engine crawlers read video descriptions and use that information for search results. As such, you should be wise to have key words and vital information in the video’s description so that people know how to find it.
Captions: YouTube has a built-in captions engine that search engines also crawl. So when a search engine discovers your video, it reads every word of the caption and uses that data to provide relevant search results. Having captions could even overcome shortcomings of a brief description, if you’re afraid of giving away too much information in a the description are of your online video.
Tags: Giving your video production topical tags will help people discover it when they are watching similar content. Some people spend hours browsing YouTube, often based on the topical recommendations YouTube provides about similar content. Sure you might want to be original, but the truth is, regardless of your content, it’s probably not. Embrace your brethren.
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