There are two main methods to the optimization strategy; optimizing through SEO (search engine optimization) and optimizing your video for the website or platform it sits on.
First, What Exactly Is Video Optimization?
In short, it’s tips and techniques you can use to have fast loading videos that rise to the top of search results – in order to help you gain more video, and even website traffic.
Sounds pretty great! The best way to understand what video optimization means is to watch a lot of videos online.
For example, if you want to learn to cook a recipe through a YouTube video, the journey typically begins with typing it directly into YouTube (or Google). You’ll most likely use the keywords of the recipe and then add the word “recipe” to the end, like this: “spaghetti recipe.” Then the trusty algorithm will find you the most relevant videos.
So, does that mean it’s all about the keywords when optimizing video? No, that is just the tip of the optimization iceberg!
What Are The Best Ways To Optimize Video?
That really depends on the nature of the video you’ve created, what the content is, who it’s for, and where you’re planning to put it. Let’s go through some possibilities.
#1. Optimize Videos To Put Onto Websites
Optimizing videos that are going directly onto your website can boost growth because it improves your site’s UX (user experience) – not to mention helping you get ahead of the competition who aren’t optimizing their on-site videos properly!
When we talk about optimizing your video for a website we’re talking about the file, format, and speed. The main issue with videos on websites is that website visitors arrive on your page and find they can’t load your video, or find themselves instantly bombarded by your video autoplaying (an optimization faux pas!).
This is where video optimization for your website gets a little complicated. You’ll need to know what the right bitrate is – a unit of measurement to do with the quality of the video you’ve created.
Photo: Adeel Shabir / Unsplash
Next up are some of the things on the optimization checklist: compression, whether your web browser has enough bandwidth and storage, and keeping elements on your web page light and simple.
Here are some ways you can begin optimizing videos for your website:
Bitrate: Aim for around 1080p resolution for YouTube videos
File type: WebM is the best file format for uploading videos to websites
File size: Compress your videos using free online tools like VEED
UX: Keep your webpage simple – avoid too many popups or autoplaying videos
#2. Optimize Video for Major Platforms
Video platforms like YouTube, Vimeo, and the like, are essentially video homes – you can upload your content onto them and visitors to the platform can see your work. Optimizing properly for these platforms can get your content in front of a whole new, pretty expansive, audience!
Each platform will have its own optimization rules. We’ll offer an example, for the powerhouse search engine and video platform YouTube – which has 197 million people on the platform in just the US.
To optimize well for YouTube, you’ll need to focus your title and the first line of your description on relevant keywords that are being searched on YouTube. To do this head to the search bar on the platform and write the words relevant to your content topic and see what comes up.
Another great tip for YouTube video optimization is to create custom thumbnails that clearly show what your content is about – even adding extra text that draws viewers in.
Here are some more tips for getting started with optimizing videos for major platforms like YouTube:
Bitrate: Variable bitrate is best for YouTube (rather than constant bitrate)
File type: YouTube recommends uploading using an MP4 file format
Optimize: Focus on target keywords in your title and description
#3. Optimize Your Videos with SEO In Mind
When it comes to boosting online growth, SEO is pretty familiar. But did you know you should also be optimizing your video content for search engines? The main way to optimize for SEO is to keep your video viewer in mind! Make it easy for them to find your content, provide them plenty of value so they keep watching it, and make it as clear and compelling as possible.
In a more practical sense, video SEO optimization can involve simple adjustments like creating a video transcript – this helps both viewers and search engines. Like articles that are just text, a video transcript can help search engine bots detect the right words that searchers are seeking. If they spot high search volume words then they’ll likely recommend your video above others.
Be careful though – if your video content is just a list of keywords rather than super useful information for viewers then you’ll likely be at the bottom of search results.
Why Is Video Optimization Important In 2022 and Beyond?
It’s never been more critical for companies to work towards video content as in 2022 – 60% of shoppers are using social media platforms to purchase goods.
The future of video marketing is evident when you talk to marketing experts, since 87% of them agree that it increases traffic, and a whopping 94% say that video content allows customers to test a product or service and therefore understand it better.
If your business hasn’t put together a video marketing strategy, now is the time to prepare. Creating highly optimized content that can be recycled onto different platforms is a great way to connect audiences with your business.
Is It Really Worth The Extra Video Marketing Budget?
Yes! If you have room in the budget to hire a video creative team it’s a great investment for your online growth. Not only will you be able to publish videos onto your website but if you upload them to a platform like YouTube or TikTok you might be able to draw in new customers to your website.
If you remember to provide viewers with the value they’re seeking by answering questions, sharing knowledge, or entertaining them then it will boost brand awareness.
Why Is Optimizing Videos Key For Online Growth?
Video optimization is key for online growth because it showcases your business, draws in new customers, connects them to your brand, and helps develop trust.
You get a few seconds to capture the attention of new potential customers, so concise and clear content is key. Even if you have a blog, video could lower your bounce rate to 34% if you create good quality videos that offer people the information they are looking for.
Along with following the tested methods of optimization, always remember that your content is for someone in particular. Your target audience should be your target customer, and we believe that crafting videos that help them is the best way to optimize.
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