Getting more video views will be a topic of interest for as long as businesses are publishing videos online. What most businesses are overlooking though, is how to plan your video to get more viewers. Whether on YouTube or your own website, there is a strategy around creating content that will put you in the best position for success before you even turn on the camera.
Here are a few tips to help you get more video viewers.
Know your audience, and speak to their level
There’s plenty of advice about how to create a customer avatar or buyer persona. That’’ great, and absolutely necessary.
But you can’t stop there, because even everyone who matches your customer avatar is interested in a different kind of information from you.
Let’s say you’re targeting a millennial mom persona. There are going to be millennial moms who are very sophisticated and educated when it comes to what your company does, and there are going to be some who have never thought about your kind of product before in their lives.
You have to have video content that speaks to your audience based on their level of education on the topic.
Think about trying to teach calculus to someone who doesn’t yet understand multiplication and division. It will go in one ear and out the other, and no one is better because of it.
When planning your video content, make sure you have more than a buyer persona, but you also know what level of education on your topic to be speaking to.
Check the data to ensure people are looking for what you want to talk about
I see businesses creating content all the time based on what they think people want to know. And guess what? Most of the time they’re off base. You need to put yourself in the mindset of your audience and not be fooled by your own curse of knowledge.
Plan your videos around the questions your audience is asking themselves.
Luckily, there are an abundance of tools available to help you make data-driven decisions around what kind of video content you should be publishing.
Want to know questions that people are asking? Head over to Quora and see what people are talking about or AnswerThePublic to get a list of questions around your main topic idea.
You also want to make sure, if you are trying to get more video views, that you’re publishing videos based on phrases people are searching for online.
Check out tools like Ubersuggest, KeywordsEverywhere, TubeBuddy, or VidIQ to see how many people are searching for a specific phrase, and get ideas for additional phrases you might want to get found for.
Create a video cluster to cover all angles of the topic
A video cluster is a series of videos covering all angles of a specific topic, interlinking to each other to provide the viewer with an in-depth content experience. There are a few major benefits to creating a video cluster:
Publishing consistently will put you in favor with Google and YouTube, and will keep your audience coming back for more. You might be thinking that creating all these videos sounds like a ton of work. But it doesn’t take you a long time to create valuable videos. You can use your phone or webcam and just talk directly to your camera, or you can implement a proven process for quickly working with a video editor.
Don’t overcomplicate things. The most important factor of a successful video is the substance of the content, not the quality of production.
Your tep-by-step plan to get more views
1. Begin with the end in mind.
If you are creating your videos with the objective of getting views, that’s a different video than one that is specifically created to convert someone into a customer. Yes, there can be overlap and successful byproducts, but you need to keep the customer journey in mind. Plan your videos with a specific end in mind, then reverse engineer for success.
2. Do the research to position yourself for success.
If you are planning videos specifically to attract more viewers to you, then you want to make sure you do the research to create videos on topics that are being searched and shared.
Start with a “seed” word or phrase for the topic you want to make a video on. Pop that phrase into Ubersuggest’s free tool to find out how many searches that phrase gets per month and how much competition there is to rank for it. Ubersuggest will also give you suggestions on other relevant phrases you can add to your video cluster.
Do the same thing with AnswerThePublic to get a long list of questions people ask on those phrases, combine them into appropriate groups and make those the outlines for each video.
For example, if your topic is specialty coffee, Ubersuggest will tell us that some relevant topics for videos are specialty coffee drinks and specialty coffee makers.
3. Outline your video plan and individual talking points.
Now let’s head over to AnswerThePublic to get our video outline based on actual data for the phrase specialty coffee drinks:
- What are specialty coffee drinks?
- Best specialty coffee drinks
- Differences between specialty coffee drinks
- Specialty coffee cold drinks
- Specialty iced coffee drinks
- Most popular specialty coffee drinks
- Easy specialty coffee drinks
- Best coffee maker for specialty coffee drinks
- Specialty coffee drinks at Starbucks
- Learn how to make specialty coffee drinks
- Specialty coffee drink recipes
- Specialty coffee drink names
- How to make specialty coffee drinks at home?
- How to make specialty coffee drinks with alcohol?
As you can see, in about five minutes, I was able to take my seed phrase of specialty coffee and then get subtopics that could easily be the outline for two to three related videos when you group them together.
With very little effort, you have a data-backed video content strategy that will ensure you make the right videos for attracting viewers.
Your next steps to get more video views
Remember that taking the time to plan properly upfront will pay off tenfold on the performance and impact that your videos have on your business.