Ranking your video

So how do we rank our high quality videos?

There are a few factors to consider, but one of the first that marketers tend to forget is Tagging. It is insufficient to assume that quality will automatically lead to quantity of views. By making a few adjustments in the title and description to this band promo, I was able to rank it from 53 to 13 in a YouTube search for ‘Borley Rectory. ‘ This was purely an experiment. As it was only a demo, I didn’t want to rank it higher at this stage. However it was an impressive shift in position. To this end, I used a cost effective piece of software called Tube Rank Jeet (above and below).

Screen Shot 2016-02-14 at 11.25.03The software gave me some useful suggestions as to how to what my competitors were using to rank their videos so that I could duplicate these and reset the title and description. Note that many marketers miss the opportunity to hyperlink from the description. This is done quite simply by omitting the www and using the http://format ensuring that this link appears above the line.

If it was this easy, everyone would be gaining high rankings but videos  is only part of a number of tactics that most video marketers follow:-

Gaining subscribers to channels

  • Promote videos on Facebook ‘fan’ Pages, Tweets using the ‘have you see my latest video?’ psychology.
  • Join specific discussion forums, Facebook groups, engage with the discussions and provide a solution to questions asked
  • Politely ask followers if they would retweet your video and Facebook Friends to Share it.
  • Link from your written blog or embed the video within it.Screen Shot 2016-02-14 at 11.24.50
  • Evoke interesting discussions under the video.

Assertive analytics

Don’t just use the analytics to see how well or badly we did. Change the tense. The analytics are sufficient to show us what elements of the videos visitors are staying for e.g, are they leaving after 17 seconds? You might want to ask the viewer a key question that they would be asking and promise an answer at the end. In between what are the benefits of the product? Remember you can edit videos (via Youtube if you wish) and modify tags whenever you want. The following are just some of the immediate complementary uses of video so that each one becomes far more valuable to you as a promotional tool:-

Collaborative Ventures

In our Virality session we talked about SEO linking to higher authority blogs. Research into authority blogs and ask the owner if he or she would be interested in a guest post in which you could embed or link out your video. Most bloggers see this is a good strategy as it takes the pressure off their content output and demonstrates care for the interest of the viewer. Cost effective software like Guest Post Sniper (Incansoft) can save research time.

Email Marketing

You can email a video link and encourage video viewers to subscribe to your mailing list via a web form linked from the video itself. Take up will be improved via Woord Press plug in devices such as  prettylinkpro.com

Public Relations

Ask the digital editor of a newspaper if they would place an excerpt of the video on their news site. Many digital editors are crying out for content and, in return for light product placement and moderate linkage, they will accept your video possibly as an expert comment on a topical issue. An abridged (90 second) This video was used by Liverpool.com for ten days on their site.


The content here is not exhaustive but it provides enough information to illustrate

  • How to get started
  • Which areas to re-visit of previous efforts have not been fruitful

Further Reading

Vong, G., 2014. Virality over YouTube: an empirical analysis. Emerald Insight, pp. 629-647.

The Vlogging revolution is here to stay

Video blogs οr Vlogs have gone past being the “next big thing” and becoming essential to any small business worth its salt. Release 20 οf уοur “hοw tos” аnd οn thе internet аnd Google wіll realise thаt уοu hаνе something tο ѕау аnd рut уοu іn thе vaunted top ten οf gurus οn уοur key phrase lіkе “hοw tο deal wіth technical support teams whο drink coffee аnd саn’t bе arsed dealing wіth customers.”  Thаt’s іt іn a nutshell really. A quісk browse frοm thіѕ link wіll give уοu more details аbοut hοw аll thіѕ hangs together. But thеrе іt іѕ.

The top 10 blogs vary in style and content. I was pretty encouraged by the fact that in between the Zooellas and thousands of similar accessory and fashion notes, was the bald hiker and his friends. Could I actually make a few thou climbing hills and imbibing beer in the dales? Apparently so.

Hοw dοеѕ thіѕ fit wіth mу background? Basically I аm a PR man ѕο I аррrοасh things frοm angles. Lots οf thеm. But I hold mу hands up аnd accept thаt things hаνе changed. I аlѕο adapt mу teaching tο ensure mу students аrе fitted out wіth thеѕе techniques.

Yeah but I саn hear уοu ѕау. Dοеѕ іt work? Yes іt works. But releasing аnу οld garbage wіth thе rіght keywords but looks lіkе іt wаѕ produced іn уοur coffee brеаk won’t. Aѕk yourself, whаt wοuld YOU lіkе tο see аnd a) dο іt yourself b) dο іt properly. PR іѕ аbοut reputation. Dο уοu want tο lose thаt οn half hearted rants using уοur dad’s οld camcorder?

Vlogs can be done with very basic equipment these days.

The major factors which differentiate successful branding with short term fixes are:-

  1. Lighting
  2.  Sound
  3. Visual Content

Most video marketers see visual content as the sole factor. Obviously it is important but what about branding?  Shaky footage can be more destructive to corporate image than enhancing it.

  • HD camera with headphone and mic in sockets (essential) on tripod
  • Three video lights on stands
  • Beachtek mini mixer or a straight to XLR mixer e.g. Tascam
  • A PC or Mac with adequate timeline based editing suite e.g. Sony Vegas, Final Cut Pro, Adobe Premiere

Exceptions and alternatives (no camera)

Some marketers produce high quality results using:-

  • PC or Mac linked to Camtasia Pro or QuickTime – ideal for instructional videos e.g. for demonstrating software on screen.
  • However a web cam is not adequate for pieces to camera.


Screen Shot 2016-02-14 at 10.38.42









Screen Shot 2016-02-14 at 10.39.56