How to Increase YouTube Video Views in 3 Easy Steps

December 10, 2014

By Serena Ehrlich, Director of Social and Evolving Media, Business Wire

Earlier this month I attended a Digital Hollywood panel devoted to building audiences and awareness on YouTube.

This is a very common topic here in Los Angeles.  With film making, celebrities and the history of Hollywood permeating every corner of the city, we were the first region to truly embrace YouTube for what the platform could be – a way to entertain, educate, delight and shock audiences with amazing visual content.

So if this is a common topic, something Hollywood content creators and the marketers they work with should know inherently, why is it still on the Digital Hollywood agenda?  Because no matter how great your content is, it means nothing if your content is not seen.

Almost the entire panel discussion, fueled by questions from the audience, focused on how to generate views of the variety of videos being uploaded every single day.  There are hundreds of thousands of beautifully shot, high quality videos on YouTube that no one has ever seen. Why is that?  Because the concept of if you place it here, the audience will come is antiquated and completely misleading, even for producers creating content featuring famous celebrities.  The simple truth still stands, there is no such thing as great content, only seen content.

YouTube Image

So how do YouTube video stars get their visibility?  What makes one video go viral, while another video fails?  Just like every other marketing and communications program, video programs need to be supported with paid, earned, owned and shared marketing programming.

In this session, the three top ways to ensure views of your YouTube videos are:

  1. Create relevant content – This may seem obvious but there are still a huge number of marketers creating aspirational content, or content meant to activate new fans, versus content meant to create actual audiences. In reality, content should be made for every touch point in the customer journey, but if you are on a limited budget or time, focus on creating content for the most active of your prospects and customers.  Create content that these existing brand fans will enjoy and share with their friends and reap not only views of evangelism.
  2. Tag your content for search – When it comes to placing your content on YouTube, the description and keywords you use are just as important as the content itself. Utilize titles and descriptions to entice audiences to view your video.  Include relevant keywords and well as real-time keywords, and while you don’t want to use an incorrect headline, writing a compelling, interesting headline will increase views dramatically.
  3. Pay to promote your video – If you spent money to create content, you have to use money to promote it. Videos should be promoted via earned, paid, owned and through partnerships. Smart brands are increasing impact of their content by increasing potential audiences.
    1. Paid promotion: To promote your YouTube videos there are two successful kinds of paid promotion that you can do.  First, consider paid advertising across active social channels and via Google AdWords to help relevant audiences find you via search and social.  Secondly, issue a press release to alert media outlets, bloggers and more that your video or video channels exist.  Include a short summary of the types of content you include and, if possible, frequency of updates, to generate views
    2. Earned outreach: Don’t forget to alert your PR contacts of your new content marketing program.  Media outlets are always looking for visual content to accompany industry pieces; let them know your channel may contain the content relevant to their readers.
    3. Owned channels: You have to tell people about your video; how else will they know your program exists? Promote your new YouTube content on your website, social channels, email signatures and intranets to increase views and shares of your content.
    4. Initiate partnerships: The single fastest way to increase the views of your YouTube videos is to ask likeminded, more famous YouTube personalities to share it for you. Yes, this may require an exchange of money but it works.

Leading marketers know that video is one of the top tools in today’s marketing arsenal. Not only are desktop and mobile video consumption rates through the roof, the medium is so impactful that within seconds it can build, and deepen the relationships between a brand and its customer. But first you have to distribute it.

What other ways are you finding success in promoting video content?  Please let us know in the comments below.


How to Craft an Editorial Calendar

November 20, 2014

Several times a year, Business Wire’s Serena Ehrlich presents at TechMUNCH, the nation’s leading food blogger conference, on the topic of how to craft a successful editorial calendar.  If you haven’t had a chance to read this piece, check it out here: https://www.linkedin.com/pulse/article/20140926200156-1308357-blogger-pr-tip-of-the-day-why-you-need-an-editorial-calendar

In this article, Serena outlines why you should create and use an editorial calendar, various elements that affect the calendar, and how you can use events such as movie premieres, elections, breaking news, and more, to deepen the affinity between your blog and your readers.


Case Study! Increase Sales by Using Press Release to Promote Branded Content

November 16, 2014

Many of our clients are using press releases to not only promote breaking company news, but also to promote breaking company content.  In this case study, we speak with Jerry Goldstein, VP of William Mills Agency, to discuss how they used one press release to promote a white paper with spectacular success.  Results include WSJ coverage, social sharing, inbound traffic, and downloads by the company’s top prospects.

Are you using press releases to promote your content?  If not, read this piece today.  It will change the way you think of content distribution.

http://www.prnewsonline.com/featured/2014/10/15/william-mills-agency-increases-awareness-and-b2b-sales-with-content-distribution/


How to Successfully Measure Your 2014 PR Programs

November 15, 2014

The value of public relations is on the rise, and we could not be more pleased.  In the past 5 years, the metrics for public relations programs have been based on a wide range of factors, like SEO (which is actually a marketing/technology role), that are completely unrelated to the mission of PR.

In this piece, Serena Ehrlich breaks down 11 metrics successful public relations professionals will use to not only measure the success of their PR programs, but to ensure larger budgets in 2015.

 


Media Relations Tip: Increase Press Release Coverage Impact with Social Sharing

September 17, 2014

By Serena Ehrlich, Director of Social and Evolving Media

In this blog post, Business Wire looked at the metrics used to evaluate reporters based on their stories, and how communication pros can not only help them meet their metrics.

The core metric used to evaluate reporters on the stories is views – the more eyeballs on the story, the more successfully the content is seen.  In this article you will learn what you can do to help reporters meet this metric, ultimately building a stronger media relations program.

http://www.commpro.biz/public-relations/media-relations/latest-trend-media-relations-help-journalist-meet-success-metrics/


The Future of Content Marketing – Interactive Content

September 8, 2014

Are you responsible for your organizations’s communications program? For explaining new company initiatives to media outlets, influencers and other key constituents? Are you looking for new ways to increase your coverage, to build better fans and to increase social conversations about your news?  Then why are you issuing plain text press releases?

Press releases jump start awareness, generate coverage, initiate conversations and more.  Whether your release is text only, or includes images and graphics, you are starting a conversation, the difference is how many impactful conversations you are generating.

bizwiremultimedia

In a recent article for CommPro.biz, Serena Ehrlich, our director of social and evolving media breaks down the latest in content and news distribution, the embeddable asset widget called the Capsule.  This single asset, shared and embedded by media outlets via a single link, provides readers on-demand access to the videos, photos, PDF forms and more they want, all while reading your coverage.

Learn how easy it is to utilize this product today:  http://www.commpro.biz/public-relations/hyperspotted-content-embeddable-widgets-meet-future-content-distribution/


BW Miami: PR in 2014: How Social, WOM and More Fit Into Your PR Program

April 21, 2014

By Julia Sotelo, Business Wire Client Services Representative for Florida and Latin America

What was the recurring theme for this event? CHANGE! Human behavior, search, social media, media and coverage have all changed.  As communicators, to stay relevant in the business world we must adapt to these changes. These adaptations were the focus of a luncheon discussion on Thursday, April 10, 2014 in Coral Gables, FL, at the University of Miami’s Newman Alumni Center, hosted by Business Wire. Here, over 85 PR professionals gathered to listen to our very own Director of Social and Evolving Media, Serena Ehrlich (@Serena shared her expert opinion and tips on how to implement these changes head-on in today’s communications landscape.

UM Sebastian with Business Wire Miami Team & Serena Ehrlich#BWChat is also the official hashtag (and heavily promoted) for BW events.  We were very happy to see the clever tweets and pictures shared throughout the event. Make sure to check out our published Storify with all the tweets.

Now for the moment you were waiting for, here are the key facts and tips Serena provided  Miami/South Florida’s leading communicators: Search Has Changed (The Google Zoo: Panda, Penguin and Hummingbird)

  • Effective as of October, only 1-2 copies of your release will show up in search results
  • Google changed search because they were losing market share due to searchers not getting what they wanted
  • NO newswire is immune to this change
  • The only way to increase SEO of news releases now is to include a photo
  • Rejoice! SEO is now off your back.

Social Media Has Changed

  • Every single major social network is showcasing news articles, reputable content and multimedia, perfect for PR
  • Tweets that include a photo or video receive 3 to 4x higher engagement
  • Tweets including multimedia uploaded via Twitter receive 150% more RTs
  • Facebook photos receive 53% more Likes, 104% more comments and 84% more CTRs on links
  • Facebook shares your updates based on the assets your audiences likes best. Meaning if you are not a video person (FYI, 63% of the world are video watchers) then FB will not populate many, if any, videos on your News Feed.
  •  Tip: Post a video, then post a link, and, finally, just post a photo and see which posting gets more engagement
  • LinkedIn is top B2B platform
  • 33% of YouTube searches are news related
  • Pinterest boasts a high CTR

 Media Has Changed

  • The Role of the Press Release
  •  Releases can increase: Awareness, Discovery, Brand Reputation, Message Adoption, Conversations, Inbound Traffic, Intent and Conversions
  • Releases do not: Act as a stand-alone sales tool , replace customer service, be text only, go viral, work in a vacuum and work without support
  • Journalists are held to three core metrics:  inbound traffic, social shares, time on site
  • Tip: Socially share out any coverage you receive to help reach these metrics
  • Tip:  Video is the perfect access to increase time on site
  • Many adults are now getting their news from social media networks

 Multimedia is the #1 way to increase press release ROI

  • Releases with images or videos get 3x more engagement and impressions than plain text news
  • Humans process visuals 60,000x faster than text.
  • 1 minutes of video = 1.8 million words
  • Photographs do not need to be translated

Press release tips!

  • Write for your highly targeted audience
  • Post a blog answering all the questions your release will generate to ensure message adoption
  • Photos and videos are no longer optional when looking for coverage
  • Use Google Tools!
  • Search bar – helps determine key phrases used most by searchers
  • Use URL trackers to track actions taken by readers on your website
  • Drive social sharing with Click to Tweet
  • Hashtags should be specific (use hashtag.org to see volume)

Whether you’re a communications, marketing or PR novice or seasoned professional, keeping up with the latest news and trends is a must. Business Wire works hard to share relevant information and keep clients informed. To keep up to date on all the changes that affect your press release ROI, sign up to read our the Business Wire Newsroom and read the BusinessWired Blog. Like this post?  Click on this link to tweet it out: http://ctt.ec/Ib6Og


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