Videos
Factsheet
Back catalogue of videos
If you're serious about achieving traction on YouTube, I would recommend building up a back catalogue of videos before you even begin posting. I didn't do this because I had no idea that my channel was going to take off, but the advantage of doing so is that you will always have something to fall back on. You don't have to post them all immediately, you can start work on creating new content and hold some of them back, but it's great to have a back catalogue that you can rely on. Ideally, you would have this at all times.
Regular schedule – daily or alternate days
You need to get into a regular schedule as quickly as possible, and make sure that your audience knows when you're going to post. For shorter content, there is no reason that you can't post every day. For longer form content, alternate days is ideal. I still haven't reached this quite yet, and only manage three posts per week, but I keep these extremely regular and consistent.
Post manually
I don't think scheduling videos is really harmful, and I have tried it once, but I would much rather post things manually. I feel this is far more reliable.
Upload overnight
With this in mind, one useful tip that I have learned is to upload videos overnight. What I do is run a 100-hour YouTube video in the background, turn off the screen of my laptop, and let YouTube deal with the video while I'm sleeping. Then post it the next day. This helps to prevent any problems with delayed processing.
Check video before uploading
I've had a few problems with YouTube failing to process things correctly, so it's always advisable to check your video before posting it.
Don't premiere
Premiering a video may seem like a nice flex, but it's not good for the algorithm. Your core, most enthusiastic viewers will access your video first, and you want to give them full access immediately, so they can go backwards and forwards, and deal with the video as if it's on their own computer. All a premiere does is kill your figures, while you gain nothing of value from it.
Don't go live until you're established
Going live can also have a detrimental impact on your channel – hours of content that you have created, with minimal interaction and viewership. I know several content creators who created live content, and it throttled their numbers. Keep things simple and concentrate on making the best possible videos that you can, and posting them regularly at predetermined times. Don't make any live content, unless you intend to specialise in this field.
Core audience vs casual viewers
Everything you do should be aimed at your core audience. Every time you make a video, you should be trying to keep your core audience happy, and keep them coming back. That is what's going to establish your channel. It's nice when you get a peak in views, and lots of casual viewers check out your channel, but these people aren't necessarily going to keep coming back. Everything should be aimed at delivering value to your core audience.
Be the best
The only way to gain traction on YouTube and keep it is to be the best in your niche. Video quality will determine whether or not you're successful. That applies even more if you've picked a crowded niche, but your focus should always be on making the highest quality videos possible.
Best thumbnails you can do
Similarly, thumbnails are important. I am not remotely skilled in this area, and this is by far the most challenging aspect of YouTube for me, but I have researched what would work in my niche, and do the best I possibly can to produce something professional and engaging. There is tonnes of information out there regarding this, so make sure that you read up on it.
YouTube title checker
Do use the YouTube title checking tools that are available, and ensure that your titles remain under 60 characters. You can also enhance titles using online tools, but don't automatically accept everything that these tools tell you, make sure that you discuss things with this technology, and use your own intuition and knowledge.
YouTube tag generator
Again, YouTube tag generators can be useful tools, but don't automatically accept everything that they give you. I have found that these tools lean too heavily on general tags, so make sure that you include a good raft of specific tags as well.
Description is important
The video description is really important, not necessarily to viewers, but to the YouTube algorithm. Ensure that you include tags in your description, link to other videos, make it easy for viewers and followers to subscribe, split the video into chapters, and use this feature to its fullest potential.
Use online tools to help with chapters
Speaking of chapters, this is one area where I do rely on online tools to help, as they can split a text file into chapter headings with incredible speed. I upload my videos to Otter, download a text file, and then feed that text file to online platforms. Even when you've received a result, this can still be refined either manually, or via a conversation with the platform.
End screens – yes! Cards – no!
End screens are really important because they refer your viewers to another video at the end of the video that they've just watched, and also give your channel an algorithmic boost. However, I personally don't see the value in cards, as this is encouraging viewers to click on something else when they are halfway through viewing your video. I'm not sure if cards help with the algorithms, but I would generally advise against them.
Complete posting fields diligently
When you actually post the video, set aside at least half an hour to ensure that you complete the posting fields diligently. Tagging is essential. Some other fields may seem trivial, but you're actually communicating critical algorithmic information to YouTube, so provide all information possible and fill in everything that you can.
Answer every comment
Make sure that you interact diligently with your audience as it builds. Answer every single comment. Make your viewers feel appreciated. In fact, don't just make your viewers feel appreciated, actually appreciate them.
Listen to feedback and respond actively
When viewers leave feedback, ensure that you respond actively. Not everyone gives good advice, but you can at least acknowledge what has been said, and consider whether it's something you wish to implement going forward. Of course, some feedback is crystal clear and undeniable, and it should always be actioned.
Use posts to amplify content
Posts are an underused aspect of YouTube, particularly by new YouTubers, and they can really help you to amplify your content. I used to post quite a lot when I was starting out, just to signpost people to the release of new videos. This is a really useful tool when you're building your audience.
Personalise content once you've developed your brand
Obviously, one of the biggest things you're trying to do on YouTube is stand out from the crowd. Now it's difficult to do that with your very first video, but as you begin to attract viewers and subscribers, personalising your content is definitely a powerful tool at your disposal. For example, I recently made a video in which I showed viewers some walks in the countryside that I've been on with my dog, and some of the beautiful things that I filmed over the years. That went down really well. It's not really in keeping with the tone of the channel, but I felt that I had a good enough relationship with my viewers to do this, and it definitely strengthened the relationship.
Hook the viewer
Particularly when you're starting out, if you can hook the viewer within the first few seconds, you make it much more likely that you're going to retain them.
Over-deliver on expectation
Every time you make a YouTube thumbnail and title, you make a promise to the viewer. Your aim therefore should be to over-deliver on the expectation of the viewer. If you achieve this, they will keep coming back for more.
Accept that it will be really hard work
Before you begin doing YouTube, you should accept that it is really hard work. I personally do not enjoy editing videos, but I've accepted that I need to go through this process in order to gain traction and enjoy the more creative aspects. You have to be fully committed if you want to ever attract a sizeable audience. There are no shortcuts.
You must be passionate about what you're doing
Finally, with the above point in mind, I believe that you must be passionate about your content and the subject matter, otherwise you'll never be able to get through the grind that is required to gain traction on YouTube. If you're passionate about the subject, it will all be worth it.