How do you tailor YouTube content for maximum impact? What’s the best video length and format for success? How does the algorithm choose which videos to recommend? If you’re struggling with these questions and want some guidance on where to insert keywords or how to optimize your YouTube videos for search and visibility, check out these YouTube marketing tips and best practices.
YouTube video length options
Once limited to 60 seconds, YouTube Shorts will be lengthened to 3 minutes. The change applies to videos that are square or taller in aspect ratio. Creators requested the feature to provide more flexibility in storytelling.
For unverified accounts, the maximum length for any YouTube video is 15 minutes. However, verified accounts can post videos up to 12 hours in length, including live streams.
So, how long should your brand’s videos be for maximum engagement? The optimal length will vary depending on your audience, goals, and the type of content. As a general guideline, aim for the following:
- Brand awareness: 30 seconds or fewer
- Tutorial/product demonstration: 1 to 3 minutes
- Educational content: 5 to 10 minutes
Experiment with various video lengths and then analyze performance to determine which works best and where — and why — people may have lost interest.
YouTube format considerations
Although YouTube’s default file format is .mov, which is converted to MP4 when uploaded, the platform also supports MPEG, AVI, and FLV, among others. The maximum file size is 128 GB.
YouTube’s standard high-quality resolution is 1080p, with the maximum resolution being 2160p. While the minimum resolution is 240p, the quality of your video — and therefore, engagement — could be significantly compromised.
As for the format of your YouTube video, consider the following:
- Aim for a 16:9 aspect ratio, which provides optimal viewing across multiple devices, but consider blending some vertical videos for better reach on mobile platforms.
- Ensure you’re shooting high-res video with good lighting and clear audio.
- To maintain consistency and boost recognition, use branded colors, fonts, and logos in the video.
- Create an engaging thumbnail with a relevant image and wording that hooks viewers.
- Optimize your video using keywords in the title and description.
- Add tags to improve search visibility. Research which tags are trending and which are being used (or missed!) by your competition.
- Add translation options to capture audiences who speak other languages.
- Include transcripts and closed captions for viewers who are deaf or hard of hearing. This will not only make your video more accessible but also provide search engines with text to crawl and index. It’s worth noting that YouTube rewards videos with captions.
YouTube content considerations
Your content should be entertaining, helpful, or informational and designed to engage your target audience. Whether it’s created by an influencer or your brand, consider using these tactics in your YouTube video:
Frontload the most important points
Try to grab your audience’s attention in the first few seconds with a strong opening hook. Be sure to convey your key points earlier in the video to keep your viewers watching or at least get your most vital messaging across before you lose them.
Add effects
Video editing isn’t just about cutting out “ums” and ensuring the microphone works. This is also the time to enhance the video with background music, sound effects, or visual effects (e.g., text, animation, graphics) to make it more informative or engaging to your viewers.
Choose a CTA to drive action
Determine what action you want your viewers to take and include a strong CTA. Some examples might include:
- Register for a webinar
- Download an app
- Sign up to receive an email
- Visit a website or landing page
- Call for more information
- Register to receive text alerts
- Sign up for reminders
- Follow the brand on social media
- Leave a review
Top YouTube marketing strategies
Marketers use YouTube to reach their audiences in many ways. As per eMarketer’s report on an August 2024 survey, these include:
- Influencer marketing: 26%
- Organic content marketing: 25%
- Paid advertising: 14%
- Sponsored content and collaborations: 10%
- Product placements: 7%
- Affiliate marketing: 4%
- Other: 14%
No one strategy is necessarily better than others, and a diversified approach to marketing on YouTube will provide results that you can analyze to inform your future strategies.
Cross-promote your videos on other social media platforms for added reach. When working with influencers, include cross-posting in the campaign deliverables. Countless scheduling tools allow you to automate the content publishing process and track analytics.
As with almost all marketing strategies, quality trumps quantity. But while focusing on creating great content is your priority, you should be aiming to post consistently. Set a goal of once a week to start and adjust accordingly as you master your video production.
Ready to get started with influencer marketing, sponsored content or organic content marketing on YouTube but don’t know where to start? Check out IZEA’s options, including fully managed services that take you from strategy and creation to execution and analytics.
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Strategy and execution from the company that launched the industry.
Learn more about our
Managed Services offerings
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
Learn more about our Managed Services offerings
IZEA MANAGED SERVICES
Strategy and execution from the company that launched the industry.
Learn more about our Managed Services offerings
