Congratulations! You have a shiny new video. Now it’s time to share it with the masses. However, it’s not as simple as posting it online and waiting for results. At the very least, you need to set some groundwork to get your video noticed, as well as looking presentable.

Are you planning to upload your new video to a streaming service such as YouTube, Vimeo? Or to social media sites like Instagram and Facebook? Read on! This blog will give you some best practice tips to make your video more presentable and perhaps more importantly, discoverable in search results.

Video Title

Don’t just use the default title which may be the filename of the video. It may look like this: “videoname_final_020319_newaudio”, this may make sense to the video creator, but to a viewer, it doesn’t look appealing, and at first glance, it’s a bit confusing. In a few short words, you want the title to explain what the viewer can expect to gain from watching.

Example: “How to protect plants and crops from pests and disease | Animal and Plant Health Agency”

In this example for the Animal and Plant Health Agency, the title opens with a short explanation of what the video will cover, followed by their name for clarity on who the video belongs to – not always necessary, but it doesn’t hurt to include it.

Description and Call to Action

This area is an opportunity to expand on the video content by adding supporting information and providing a clickable ‘Call To Action’.

Think about what your Call To Action is, what do you want your viewer to do after watching. Do you want them to visit a website? If so, back up what was said in the video as to why they should visit (sometimes, people are unable to watch a video and would rather cut to the chase).

It’s important to note that website links on Youtube only work if you provide the full address, starting with: https://

By including this, the link becomes clickable, making it effortless for your viewers to react to your Call To Action.

Tags

Don’t leave this area blank.Add relevant keywords to help search engines discover your video.

For starters, keep it simple. Think about what your video contains that viewers might search for. You may even be surprised about a new audience you’ll accidentally tap in too!

Platforms like Instagram provide metrics on how many people are using a particular keyword/hashtag – try a few out and see who engages with your video.

Thumbnail

Don’t settle for the default. Where possible, choose an image from the video to make it look appealing to new viewers. If any of the thumbnails aren’t working for you, don’t hesitate to create a custom image – just don’t deceive your viewers with clickbait wording/imagery that may not be in the video itself!

Search Engine Optimisation

SEO can require a lot of work and research. It’ll be worth speaking to a specialist to plan it effectively. However, this video gives you a chance to think about what keywords and search terms you’d like for your video to be discovered by. Once you have this figured out, try and incorporate words and phrases into your written content (title, description, tags) to help your visibility.

Analytics

Following on from SEO, keep an eye on the stats of your video. On some platforms, you can find detailed information on how your video was found, how long it was watched and at what point during the video a viewer dropped off. This powerful information can help you fine-tune your videos to what your audience best responds to – perhaps even altering your content to fit in new keywords.

If you’re ever struggling and not sure if what you’re doing is working, be sure to speak to your video author, as we’re sure, after the work they put into creating it, they’d be more than happy to help you get it noticed!

Most business-based video content is consumed on social media. Jammy Custard shares a rundown of the top 5 factors to consider when optimising your video content for social. Here we go:

Most business-based video content is consumed on social media. Jammy Custard shares a rundown of the top 5 factors to consider when optimising your video content for social. Here we go:

Square format

Proportionality and layout design of most social feeds mean that it’s possible to fill a user’s screen with just your content, provided it’s in a square format. The effectiveness of using square formatting is amplified when you consider mobile usage, as most feeds are scrolled through with the device in Portrait. A conventional video format will scale down to roughly 30% of the screen.When actioning on the video, widescreen format videos would then need the user to clumsily rotate the device, while square format videos will sit nicely in the centre with any actionable buttons located above and below the video, rather than on top.

Audio

Straight up, hearing is a sense that can provide a lot of emphasis and emotion so you should always design sound into a video. Nonetheless, as videos autoplay as scrolling focuses on video, you need to be able to convey a message (or at least generate intrigue) without sound.

This is an issue that quickly gets complex, but to keep things brief consider:

Subtitles and kinetic typography

When there’s a point to be made, using text during the video has become a norm. The main triggers for this have been ‘Autoplay’ and usage of phones in quiet/public spaces (commuting for example). Using text on the screen makes it more likely that someone will stop to absorb. The trick with text is, of course, reading means focusing!

You have two different choices; you can use the conventional subtitle route, or alternatively, incorporate full statements or just essential words into a scene’s space. A classic example of the kinetic typography in action is in this video:

Every year players of @TNLUK help us to care for the places you love. National Lottery players, to see how you’ve helped come and join us on Wednesday 13 December when you can visit FOR FREE! Find out how at https://t.co/fPrUFHezT3 #ThanksToYoupic.twitter.com/kslIeQader

— National Trust (@nationaltrust) December 11, 2017

The National Lottery Ticket Day with the National Trust. By the National Trust and Jammy Custard

If you think back, you’ve probably even seen film trailers use either one of these options.

Knowing your audience is the most significant key here. Deciding whether to use subtitles or kinetic type should be based on your audience’s knowledge, the level of detail required, the duration of the video, the complexity and size of the subject matter on screen, and the amount of movement it needs to support. Branding may also be another important factor, but the important thing is to decide where a focus on text or visual is a priority.

Don’t let this be an afterthought either, as including text visually comes with a lot of technical and timing nuances, so start thinking about this during storyboarding.

Looping video

Videos hosted on social media platforms can have the ability to loop and immediately replay without instruction. The goal posts of what qualifies a video to loop seem to move from time to time, but making a video loop seamlessly from start to end is a ‘sneaky’ way of ensuring the viewer understands the message. No, you’re not aiming for a state of trance with pretty visuals, but a visually enjoyable short video statistically is likely to be played more than something which is long and has a very definitive end.

We like to try and transition from the end slate back into the beginning with the right amount of timing in between, but do recognise when this might not be suitable or possible. Call to Actions are very important, for instance.

Where to host the video

If you can, try to upload the video to the actual social network. Doing so guarantees many of the qualities that define social video above, including autoplay and looping playback. More significantly, a square format video can be uploaded, meaning you can fill up that feed view with your content.
If you enjoyed this content, try having a coffee with us! We’re always happy to talk you through the above in more detail. Cardiff Bay has a cool range of cafes, too!

Thank you for reading,

The Jammies.