Video Marketing by Mowat Jon;

Author:Mowat, Jon;
Language: eng
Format: epub, pdf
Publisher: Kogan Page, Limited
Published: 2021-06-15T00:00:00+00:00

Descriptions

The description of your video is just as significant in search as the title, although you have more space to play with. Most search engine spiders can trawl descriptions, and snippets of it will often appear in SERP results, giving an opportunity to encourage people to watch. Descriptions should be as engaging as possible and directly allude to the content of the film. Descriptions that go off topic are not going to do you any favours and are more of an irritation to viewers than anything else. A common crime is text copied and pasted from websites that are ‘brand general’, not ‘content specific’. Include the keywords that you have targeted in the title within the description; once is OK but if you can make it work linguistically then a second time wouldn’t hurt. As your description will be seen in many places, but you have no control over how much of the text will be displayed, you should write a description in a similar manner to how a journalist writes an article. Make the opening section tell the whole story and build on this with detail later on. In journalism this is done so that when a pressured editor has to lop the bottom off a story to fill a specific space, it will still convey the key information. In the same way, YouTube gives you 5,000 characters to play with but it’s best to get the story told in the first 150 as these are the ones that appear as snippets in search. With that done you can go into greater detail.

There is always a debate about whether or not to include links to a brand URL near the top of a description. For me it boils down to the objective of the film. If you’re looking to drive Action parts of the sales funnel you will want to include a direct link to a product right at the top as that is the point of the film. If, however, the film is designed to drive engagement and keep people watching more, a link can actually distract from the point of the exercise. In these cases, the link itself just wastes a vast chunk of your 150 characters and chases away traffic.

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