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BEST
PRACTICES
Choose proper equipment &
Get headlines and tags right STRATEGIES
A YouTube video should meet a certain quality According to experts, the title of a video accounts for
standard, such as resolution: bring at least 1080p, approximately 20% of video success, therefore, it is
preferably 4K, to get viewed to the end and to get users important to consider beforehand which question
come back. In addition, it is highly recommended to someone might have, and which problem could be
work with a clip-on microphone or a fishing rod to make solved. Get to the point and sort the important
sure they are created to fulfill the basic quality keywords at the beginning of the sentence. The tags
standards. The video does not necessarily have to be must also match the video since YouTube transcribes
of TV quality, but no one wants to see a blurred iPhone the videos internally and recognizes what is being
video with noise. A digital entry-level camera and a talked about. That is why the title, description and
tripod are best suited for taking pictures.
content of a video should contain the named tags in
Do not make videos too long some form, and the balancing act between the
incentive and the so-called "clickbait" must be
The rule of thumb that applies is “as long as considered, too.
necessary”! Try to make shorter and more concise
videos and don't unnecessarily drag the videos out with Thumbnail and endcard are expedient
phrases and phrases. Think of your own user behavior: The thumbnail is the first impression that should
when you are looking for a video, you tend to click on attract attention and therefore have been added to the
the shortest of the search results, which is still high up, title of the video. Be sure to show emotions, faces,
right? That’s because you don't want to waste time and gestures and facial expressions, since they ensure
hope to be able to process the information quickly. faster identification. Last but not least, an endcard
Watch time is also one of the most important indicators should come at the end of your video that tells the
of the success of your video. If viewers switch off after viewer the upload time and refers to other videos by
10 -20% of your video, the YouTube algorithm finds out you. It's best to link a playlist that gives the
that your video appears to be boring or does not do opportunity to watch several of your videos directly
what the title promises. As a result, it is shown to fewer afterwards. Formulate the CTA (call-to-action) directly
people and appears lower in the search results.
here too: e.g. a request for a subscription, a like or a
comment. ◊
By Daniela La Marca

27 April 2020: Social Commerce & Influencer Marketing: social shopping as the future of