New Ideas in Marketing
Essential news for marketers, summarised by YouGov

As per the article, YouTube searches starting with “how to” are growing by 70% each year.

This article says that brands typically optimise videos and blog posts in the same way. But with the delivery of video being rather different, a unique approach might be needed. The author recommends adding video transcripts that incorporate conversational and long-tail keywords and phrases to facilitate easier crawling by search engine bots.

The lack of visually appealing thumbnails on videos can discourage viewers from watching the content. Using custom images as video thumbnails can improve a video’s views, likes, comments and shares.

The article shares an insight from YouTube which states that watch times and completion rates impact the ranking of the video. Therefore, keeping videos clear and focused on key takeaways can hold the viewer’s attention.

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[5 minute read]

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