YouTube is the second largest search engine and the third most visited site after Google and Facebook. Users consume 3.35 billion hours of video on YouTube each and every month. To say this video sharing network is a marketing goldmine would be an understatement. And given the visual nature of the property management industry, it’s a natural fit. That is, of course, provided that your videos are actually getting found and being watched. If your YouTube performance could use a little boost, here are some expert optimization tips you may want to try.
Be strategic with your titles
The way you title your property management videos doesn’t just impact how easily they will be found, but also whether or not viewers will decide to watch them. As such, your title should be clear, concise and compelling. It can also be helpful if it’s keyword optimized. Keeping it short – no more than 60 characters – is also recommended.
Be mindful of your description
When you’re writing the description for your video, keep in mind that while there is a limit of 1,000 characters, YouTube only displays the first couple of lines in the search results, which comes out to about 100 characters. The goal should be to get your message across within that small space so prospective viewers don’t have to click “show more” (which they probably won’t do.) Remember that the people coming to YouTube are looking for videos, not to read long stories, so keep your descriptions short, sweet and relevant. And again, don’t forget the keywords.
Always include tags
When you use relevant tags in your property management videos, not only are you letting your viewers know what your content is about, but you’re also letting YouTube know. This allows the system to more accurately and favorably categorize your videos so they show up better in the search results. And thanks to YouTube’s “Suggested Videos” feature, your well-tagged videos may also show up when people are viewing similar content, which means you’ll be reaching a much broader audience.
Don’t forget to add a thumbnail
When someone is scrolling through a list of search results, your video’s thumbnail is the image they will see. This can tell potential viewers what your video is about and entice them to click and view. YouTube provides auto-generated thumbnails from which you can choose, but evidence suggests that customizing this image can get you better results. The recommended size and format is 1280x720 pixels saved as a .jpg, .gif, .bmp or .png file no bigger than 2MB. (Note: In order to upload a custom thumbnail, you must first verify your YouTube account.)
Add strong CTAs
Last, but certainly not least, your videos should always include strong, compelling calls to action, whether it’s to contact you for more information about your property management services, to connect on social media, to sign up for your email newsletter or to subscribe to your YouTube channel. There are a number of ways you can incorporate CTAs into your videos, including the use of cards and end screens.
The amount of time people spend watching YouTube has more than doubled, year over year. That means if you’re not on the YouTube bandwagon, you’re missing out on a lucrative marketing opportunity. By optimizing your videos, you’ll improve the chances of getting your property management brand in front of more prospects, which can mean a lot more business for you in the very near future.