Blogs and videos are great ways of consuming information. Blogs dominated the internet until recently, but with the advance in smartphone technology and accessibility to video, there has since been a significant increase in video across all media platforms. Social media has also made it even more accessible to convey moving image, but with different platforms come different ‘rules’; what worked with your written blog, may not work with your video, and so different strategies should be used to optimise your videos so that they have just as much success as your blogs.

Here are four reasons why your videos aren’t as successful as your blog, and ways in which to overcome them.

1. You Aren’t Using Optimised Subtitles

Eight-five percent of videos online are watched without sound. This sounds like a bold statistic on first glance, but when you think about your own video viewing habits, you’ll also realise that you watch the majority of your videos muted through the subtitles.

The power of a successful video lies in the subtitles, or transcript. A video transcript – a written version of the words spoken in the video, can actually help with making your video more SEO-friendly and searchable, which is more likely to increase the ranking of the video, increase the likelihood of views and thus engagement.

When writing blogs, it’s common practice to ensure your blog post is optimised with keywords, to increase searchability. The same also applies for video. However, the way in which it is done is a little different – mainly because content, when spoken out loud sounds different, to when read. We’re likely to be more colloquial and casual with our words when speaking them as opposed to them being read, therefore the key to increasing video SEO is by creating a transcript based around conversational keywords and phrases.

The online program ‘Ahrefs’ is great for exploring conversational keywords, with phrases such as “how to” appearing highly ranked when searching keywords. Also, research shows that YouTube searches beginning with “how to” are growing by 70% every year. In this instance, imagine what you would search if you were looking for your video, and integrate these keywords into the transcript of your video.

Also, another tip! When speaking, as you do in videos, we don’t usually repeat nouns over and over, for example; ‘video viewers are more likely to watch a video with subtitles as it allows video viewers to engage with the video without sound’. Instead we replace the noun with appropriate pronouns i.e. ‘video viewers are more likely to watch a video with subtitles as it allows them to engage with the video without sound. However, if the noun is your keyword, it is worth changing most, if not, all of the pronouns to nouns in your transcript.

2. Your Thumbnail Image Isn’t Eye-Catching Enough

This is pretty self-explanatory. As much as we, as humans, hate to admit it, we make first judgements of people and things based on their aesthetic appearance in less than a second. This includes the videos we watch; you’re more likely to choose a video which has an appealing or relevant thumbnail. Right? Yep, thought so, I’m guilty of it too.

It sounds obvious but, it is usually your thumbnail which represents the video, therefore, the thumbnail should be reflective of what your video is portraying. For example, if the video you are publishing is a “How to” on delivering a speech, it’s worth having the thumbnail as an individual delivering a speech. The viewer wants to see their question being answered even before they’ve chosen you to answer their question. Videos with custom human thumbnails received 30% higher play rates than those without – being able to see someone perform an action you, as the viewer are searching for embeds trust that the video will allow you to do the same.

l media, instead of having the FAQ as written text.

3. Your Videos Aren’t Properly Aligned to your Webpage

‘What on Earth does that mean?’ I hear you say. Simply put, you can’t rely only on a SEO-friendly video to increase search engine ranking. The page it is embedded into must also be adequately optimised. Be sure to check for the following when looking at increasing video SEO;

  • Is the page secure?
  • Is the website secure?
  • Does the page load quickly?
  • Is the written content on the web page optimised with keywords?

Also, Google only indexes one video per page according to Wistia, so if your webpage has multiple videos on one page, you should ideally be creating more one video per page, or, placing the video you want to rank for the most at the top.

4. You’re using the same approach to create your video, as you did your blog post

Seen success when it comes to the SEO of your blogs? Because of this, it can be assumed you should do the same with your video? Nope, not so fast. Each medium is viewed differently, and thus should be treated different and optimised differently. In a blog post, like we have done here, you can afford to go into much more detail and depth with the topic at hand. However, that is not the case with video. Research shows that depending on the online platform, videos ranging from 30 seconds to 120 seconds have the longest retention rates, whereas as those which are longer are likely to bore viewers. Our attention spans are on the decline so be sure to grab the viewer’s attention, eliminate all the jargon, make your videos digestible, and get to the point.

A good way around this is to list all your most important points and make them known in your video, without the fluff! The whole point of video is to tell a more engaging story in a shorter time span, which, with the increase in online content and a decline in attention span, is only becoming shorter.

Why not take the humanisation process of building your brand further by converting client work into case studies. As with FAQ videos, by having a video instead of text, not only are previous clients able to vocalise their positive feedback, it is more memorable to new clients compared to written feedback. Client testimonials are also a simulation of ‘word-of-mouth’ recommendation – the most effective form of marketing.

Overall, blogs and videos are two very different mediums for presenting information as well as optimising. By being conscious of the four potential mishaps in video marketing, this will help to increase your reach and engagement with your target audience.

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