There are 2 main ways to promote a YouTube channel, which in turn can be divided into smaller branches.
The first way is internal optimisation.
The second way is external optimisation. It includes:
- Posting links on third-party websites and social networks.
- Purchase of Ads in AdWords.
- Collaboration with bloggers.
When optimising videos, you should take into account how different factors affect their promotion on search engines, and how you can promote videos similarly to related ones that are already viral.
Tags have not worked as well lately as they used to – they have almost no effect on search and virality, but they add videos to the “Recommended” column based on videos already watched.
Another secret of the description is the timecode, that is, indicating different chapters in the video. YouTube treats timecodes as subheadings, so add chapters to a progress bar: in the “Description” box of the “Add details” page, add a list of timestamps and titles.To opt into video chapters, make sure that the first timestamp you list starts with 00:00. Your video should have at least three timestamps listed in ascending order. The minimum length for video chapters is 10 seconds.
I wrote in more detail on how to optimise YouTube channels in a previous article.
- On your website (immediately after posting to YouTube).
- Extended answers in the comments with the video to show your expertise and draw your user’s attention from the video to your website.
- On social media, don’t be tempted to post just a link to your youtube post – write something alongside it.
- Create a separate teaser (a video trailer) and post it on social media. But it takes a lot of blood, sweat and tears.
AdWords is a platform on YouTube itself, where you can promote both your channel and simply your product in other people’s videos or on the advertising space of the website itself.
There are four types of ads in AdWords:
- Bumper Ads – six-second videos at the beginning that cannot be missed.
- In-Stream – long videos – from 30 seconds – at the beginning, which can be skipped after a certain number of seconds.
- Discovery – Videos in search results and on viewing pages marked with an advertisement icon.
- KMC – banners on the site, usually above the feed with similar videos.
Each of the methods has its own specifics.
The channel for placement must be chosen correctly.
Only 1000 subscribers and up (only less if the topic is very niche).
Average video coverage from 1000 views. If the view count is really big, then less than a thousand subscribers is fine.
High involvement. Counts as (comments + likes and dislikes) / views * 100%. The normal rate is more than 3%.
Suitable gender, age, and interests of the target audience.
You should analyse your channels, channels of competitors, and potential advertisers by indicators:
- date of channel creation;
- average subscriber growth;
- number of videos;
- the average number of video views;
- date of last published video and the statistics for it;
- likes and dislikes;
- comment ability;
- uploading schedule
All this needs to be analysed constantly in order to get more views and not waste money.