2. What is This Guide For?
• Improve all YouTube Marketing capacity
• Guide users through video optmization
• Establish a video upload pattern
• Provide best practices that rocks!

3. MARKET DATA

4. The 2nd Largest Search Engine
YouTube processes more than
searches a month! 3billion
Source:
(2013) YouTube - The 2nd Largest Search Engine (Infographic)

5. The 2nd Largest Search Engine
of video is uploaded into YouTube
every single minute! 100h
Source:
(2013) YouTube - The 2nd Largest Search Engine (Infographic)

6. The 2nd Largest Search Engine
views a day by Mobile devices and
1billion
it represents 25% of YouTube’s
global watch time!
Source:
(2013) YouTube - The 2nd Largest Search Engine (Infographic)

7. WHAT’S YOUTUBE ALL
ABOUT?

8. It is a Social Network

9. It is a Pure Ads Platform

10. It is a Content Platform

11. What’s YouTube All About?
• Reaching massive global audiences
• Building platforms
• Engaging audiences on platforms with
unique content to create relationships

12. What’s YouTube All About?
YouTube is evolving from a “video-based
site to a channels-based site where
subscriptions rule”

13. HOW TO GUIDE

14. Topics
Description
Title
Filename
Tags
Thumbnails
Annotations
Playlists
Trailer Channel
R.B.E.
Click on a topic
to be directed to
its content!

15. Let’s Talk About...
Description
Title
Filename
Tags
Thumbnails
Annotations
Playlists
Trailer Channel
R.B.E.

16. Filename
Before any upload, check if the filename is
friendly, otherwise it’s necessary to rename
it. Let’s see some examples…

17. Filename

18. Filename
This kind of description doesn’t provide usefull
content information for YouTube and Google
search engines neither helps personal control

19. Filename
Recommendations
• Try to pass the content information of the video
with a few words
• Use keyword focus if possible
• Choose clear filename description

20. Let’s Talk About...
Description
Title
Filename
Tags
Thumbnails
Annotations
Playlists
Trailer Channel
R.B.E.

21. Title
Titles help audience and YouTube discovering
systems make sense for your content - be sure
to include relevant keywords that help
describing your content

22. Title
It is also important to treat titles and
thumbnails as complementary elements that
work together to tell a cohesive story about
your content

23. Title
If your video's title and thumbnail showed up
in a search, would you click on it?

24. Title
• Try to grab the user attention with Call to Actions
• Use relevant keywords in the beginning and the brand name at
the end of the title
• Avoid titles that trick viewers into watching a video
• Keep titles concise so they don’t get cut-off because of a high
character count
Recommendations

25. Title
Recommendations
• Think of your video’s title as its “headline”
• Its needs a balance of SEO and Call to Action
• Create titles that reinforce their respective thumbnails.
Together, they should tell a cohesive and click-compelling
story

26. Title Tips
On the following slides you’ll see some
Title Tips related to the previous
recommendations and maximum characters
to use

27. Attention
The characters quantities were classified in
“best” and “max”, in which the "best"
classification represents the maximum
recommendation to use

28. #01: Video Titles
Recommendations:
Quantity of Characters
6
7
Best
78 Max.

29. #02: Related Video Titles
Recommendations:
Quantity of Characters
62
Best
72 Max.

30. #03: Related Home Video Titles
Recommendations:
Quantity of Characters
47 Best
50 Max.
Quantity of Characters in Upper
Case:
40 43

31. #04: YouTube Search Titles
Recommendations:
Quantity of Characters
62
Best
78 Max.

32. #05: Google Search Titles
Recommendations:
Quantity of Characters
59
Best
63 Max.

33. Title Tips
All this information helps to creating
a mid-term characters to use

34. Let’s Talk About...
Description
Title
Filename
Tags
Thumbnails
Annotations
Playlists
Trailer Channel
R.B.E.

35. Video Description
It is how the video is described on both
YouTube and Google search results

36. Video Description
Only the first few sentences of your video
description will appear in search results and
above the fold on a watch page - so make
them count!

37. A Video Description May:
• Accurately describe your video in one to three
concise sentences at the top
• Include relevant keywords in your description
that can lead to content discovery

38. A Video Description Shall:
• Add experience-enhancing links such as subscription,
related videos, playlists, etc
• Link to other YouTube videos and channels, as well
as external websites
• Include links to specific video time-codes for long-form
content

39. DESCRIPTION EXPERIMENTS

40. Description Experiments
Some testing has been done on the
description to analyze how many characters
YouTube truncates to it

41. Description Experiments
Here are some different examples of
description from 3 distinct videos and analyze
their truncation

42. Description Experiments
EXAMPLES

43. Description Experiments
(Truncated at 120)
Source:
Pinback – How We Breathe

44. Description Experiments
Source:
Pinback – How We Breathe
(Truncated at 331)

45. Description Experiments
Source:
May Celebrations: Great Offers on New Chevy Vehicles | Chevrolet
(Truncated at 261)

46. Description Experiments
Source:
#SelfieOnix | Chevrolet te leva ao Lollapalooza Brasil 2014!
(Truncated at 215)

47. Description Experiments
There isn’t a pattern. Everything will depend on
how you describe the content, considering:
- Lower and upper cases
- Links and special characters

48. Let’s Talk About...
Description
Title
Filename
Tags
Thumbnails
Annotations
Playlists
Trailer Channel
R.B.E.

49. Video Tags
Tags are descriptive keywords that help
YouTube’s discovery systems to surface
your videos to new audiences
Source:
(Youtube) Tag Optimization

50. Video Tags
The key to optimizing tags is to place
important terms first and think about what
your potential viewer may be searching for
on YouTube

51. Video Tags Recommendations
• Include a mix of video-specific and more
general (but still relevant) tags
• Only use enough tags to thoroughly and
accurately describe your videos
Source:
(Youtube) Tag Optimization

52. Video Tags Recommendations
• Update video tags when new and relevant
viewership trends emerge
• Include keywords from title to your
video tags
Source:
(Youtube) Tag Optimization

53. Video Tags Recommendations
• Use quotation marks (“) to convey
multi-word tags (ex: “Harry Potter”)
Source:
(Youtube) Tag Optimization

54. Let’s Talk About...
Description
Title
Filename
Tags
Thumbnails
Annotations
Playlists
Trailer Channel
R.B.E.

55. Video Thumbnails
Act as miniature marketing posters for videos
– they attract viewers to your content and
compel them to click through to watch
Source:
(Youtube) Thumbnail Optimization

56. Video Thumbnails
Visual Guidelines
Hi-resolution image (640px x
360px min., 16:9 aspect ratio)
Close-ups of faces
Looks great at both small and
large sizes
Accurately represents the
content
General
Guidelines
When shooting a video, take shots that
will make great thumbnails
Always upload custom thumbnails* with
the video file
Design thumbnails that reinforce your
videos' titles - make sure that together
they tell a cohesive story
Make sure the thumbnail is not overly
sexually provocative
Source:
(Youtube) Thumbnail Optimization

57. Custom Video Thumbnails
If your account is verified and in good
standing, you may have the ability to upload
custom thumbnails for your video uploads
Learn More:
(Youtube) Video Thumbnails

58. Let’s Talk About...
Description
Title
Filename
Tags
Thumbnails
Annotations
Playlists
Trailer Channel
R.B.E.

59. Video Annotations
Annotations are clickable text overlays on YouTube
videos. They are used to boost engagement,
give extra information and
give ones hand with navigation
Source:
(Youtube) Video Annotations

60. Video Annotations
Be modest about the use of annotations,
use them as part of your strategy
when you find it relevant

61. Video Annotations Common Uses
• Ask viewers to like, favorite or share a video
• Ask specific questions to enhance viewer engagement
• Make it easy for viewers to subscribe right from your videos
• Create a table of contents for long-form videos
• Link to related videos or content you reference to on the video
• Link to other videos in series
• Link to other videos, playlists, channels or full versions of shorter video clips
Source:
(Youtube) Video Annotations

62. Video Annotations Common Uses
• Make areas of your video clickable and interactive
• Highlight your dot com or merchandise store
• Link to your social media presence
• Direct viewers of older videos to newly uploaded content
• Place hidden “Easter eggs” or interactive games on your videos
• Add text clarification to specific parts of the video
Source:
(Youtube) Video Annotations

63. Video Annotations Customization
Beyond this, you can also customize
your annotations, including size,
color, type, link, and timing.
Play around with all options and find
one that matches your goals

64. Video Annotations Best Practices
• Avoid annotations in the lower third of the video; the advertisement overlay
• Also avoid annotations along the very top of the frame
• When appropriate, set annotations to open a new window when clicked. Be
careful! Don’t take viewers away from a video too soon
• Repeat “subscribe” solicitations and other CTAs at the end of the episode
• Annotations at the end of a video should open in the same window
Source:
(Youtube) Video Annotations

65. ANNOTATION TYPES

66. Spotlight Annotations
The text only appears when a
viewer hovers over it with the
mouse; a light outline shows
when the viewer is not hovering
Source:
(Youtube) Video Annotations

67. Speech Bubble Annotations
It’s a kind of on-screen pop-up
that you can add and put some
text speeches on your videos

68. Notes Annotations
With Notes you can add
clickable content that
complement the experience
offered by the video

69. Types of Annotations
See them in action!

70. InVideo Programming Annotations
This kind of annotation allows you to promote
your channel, a playlist or any video on YouTube
across all your uploads.
It is alsl the only type of annotation that currently
works on mobile devices!

71. How InVideo Programming works:
• When promoting videos or a playlist, pulls in the thumbnail as the annotation and
title as text
• Add a custom message to give better context when promoting a video or playlist
• Ability to upload a custom, transparent square image to promote your channel
• You can promote your channel at the end, a custom time in the middle, or
throughout every video
• You can promote a video at the end or a custom time in the middle of it
• It’s only available on channels that are verified and in good standing
Learn More:
(Youtube) InVideo Programming

72. InVideo Programming i.e.
Source:
“Virtual” End-card End-card Examples
(Youtube) Video Annotations

73. InVideo Programming i.e.
Source:
Interactive Annotations
(Youtube) Video Annotations
All the instruments has a link
to another complementary
video with the instrument
clicked!

74. Let’s Talk About...
Description
Title
Filename
Tags
Thumbnails
Annotations
Channel
R.B.E.

75. Channel Optimization
Turning the first-time visitors into
long-term subscribers is the main goal of a
YouTube Channel

76. Channel Optimization
Optimize your channel for placement in
search, related channels, browse channels
and the feed so you’ll engage current and
potential subscribers across YouTube
Source:
(Youtube) Channel Optimization

77. Channel Name
Guidelines
Will appear across the site in search, suggested
channels and channel browse placements
Is distinct from your channel URL and can be edited
Pick a channel name that is short, memorable and gives
your audience an idea of what your channel is about
Source:
(Youtube) Channel Optimization

78. Channel Description
Guidelines
Your most important content must be in the first few
sentences
Accurately describe your channel
Use relevant keywords
Include your upload schedule, especially if you host
multiple content types or series Source:
(Youtube) Channel Optimization

79. Channel Icon
Source:
Upload a square, high-resolution (800px x 800px)
image that is recognizable at smaller resolutions
(Youtube) Channel Optimization

80. Channel Art
Guidelines
Create customized, visually-compelling channel art
Channel art should reflect your channel’s personality
Add website and social media links to the About tab
Source:
(Youtube) Channel Optimization

81. Channel Optimization
When a user reaches to your channel, YouTube
allows two kind of channel visualization:
- Subscribers View
- Unsubscribers View

82. Subscribed View
Guidelines
They will see personalized recommendations based on
viewing history in “What to Watch Next”
Promoting a video with InVideo Programming will push that
video to be the first “What to Watch Next”
Your most recent feed posts will appear on your channel
page in the Recent Activity feed and in the Feed
Source:
(Youtube) Channel Optimization

83. Unsubscribed View
Guidelines
They will see your trailer first, remember to enabled it and upload it
Keep your trailer short thinking: “How can you convince first-time
viewers to subscribe?”
Ask viewers to subscribe. Your trailer will also automatically have an
end card when the video finishes, giving the audience an easy way
to subscribe
Source:
(Youtube) Channel Optimization

84. Channel Optimization
GoPro has a good example
of an optimized channel with
all the guidelines mentioned
during this document

85. Channel Optimization
Red Bull has an optimized
channel too, with a good
example of playlist
organization

86. Be the best today and
be ready for whatever
the future brings

87. Gabriel Zavitoski
SEO Especialist
Linkedin► http://lnkd.in/deRe9zn
Skype ► gabu.medeiros
THANK YOU