On March 6, I had the privilege of attending an event hosted by PicMonkey's Seattle Office and the Seattle YouTube Meetup community for YouTube master and wizard, Derral Eves. It was incredibly informative and inspiring and I felt that sharing my notes may be helpful for any other aspiring creators out there. Enjoy! xoxo
The Importance of Thumbnails
Making Data Driven Decisions
Spend the time to TEST
Spend up to 3x as much time on developing Titles and Thumbnails on video than creation of the video itself
Batch test the click through rate of different Thumbnail and Title combos
Really research the correct keywords, supporting keywords and keyword hashtags
Update/Change old videos’ thumbnails, titles and hashtags
Know Your Results and Know Your Audience
Create “avatars” (literally write down different personalities) for the audience you want to attract, really understand them so you can really target them
Don’t be afraid of results - you are only in competition with your own videos
Compare and look at other thumbnails/titles in like-minded channels and use topics that are big magnets in your niche community
Figure out what works and then do it again and again and again
Understanding the Algorithm
Bots group together videos for specific viewers
Algorithm is trying to associate your videos with other similar videos
What audience do you want YouTube to find for you?
How does my video compare to the rest of the videos it is like?
It’s all about the VIDEO and the VIEWER. Subscriptions do not mean a good ER
Don’t aim for Variety, aim for a very focused Niche so YouTube knows EXACTLY how to market your channel. Help YouTube understand the viewer you want.
Keep the audience engaged and watching more videos
Link to Playlists in End Card, Playlists are CRUCIAL to click through/watch time
At the end of video, don’t ask for subscriptions. Instead, invite audience to watch another video you have linked with a playlist. Keep them watching!
Aim for Outtro 10-20 seconds
Intro can be more forgivable for “advertisements” such as “Subscribe,” “Follow,” Ads, etc.
Keep people watching and engaged
How long can you keep 50% of your viewers?
Sweet spot is 7-8 minutes of >50% viewers engaged
Deliver on promises early, make more promises for end of video
Sharing a tutorial? Where’s your face? Study gamers for Voice Over techniques
Hook viewers by sharing lots of short form content that teases the long form video or “hero” video
Your Channel - At A Glance
Getting Sponsorships - Appealing to Advertisers
Advertisers look at last 90 days of performance
What is your most viewed piece of content?
Advertisers want videos to perform quarterly, especially at end of quarter to make up for any budget losses
“Are you good/brave enough to deliver the results that the brand wants?”
Be brand safe EVERYWHERE
Communicating with Brands