What is an Explainer Video and How It Works?
27 Oct 2020
14 Sep 2018
The headlines you choose for the videos in your video marketing campaigns is perhaps one of the most important elements of your production that you’ll need to consider.
It’s estimated that five times the amount of people that view your content will read your headlines, so it’s up to you and your creative powers to make sure that you’re maximizing this figure for the maximum amount of views.
This is because internet users and potential customers will be browsing their social media feeds, online blogs, and your own website, see your headlines and will make a snap decision of whether or not they want to watch your content, all based on that important first sentence.
Get this wrong, and nobody will want to click and watch your video. However, by investing the right amount of time and making sure that your headline is enticing, attention-grabbing and click-worthy, you can drive up your click-through rates and ensure that your video marketing campaign is a success.
For those of you who are wondering where to begin, here’s seven essential tricks and tips you need to know in order to create the perfect headlines for your videos.
There are four main basic elements that you must remember and consider before you even start writing a word of your video headlines. Firstly, you need to make sure that your headline is unique. This is so there is no misunderstanding for your users when searching or coming across your videos and there are no forms of plagiarism.
Secondly and thirdly, you need to make sure that your headline is incredibly precise and invokes a sense of urgency to the reader. When your potential leads read your headline they must know exactly what it’s going to be about. And, it must convince them to watch the video now, rather than save it to watch later and forget about it.
“The final consideration you must remember is the fact that your headline must be valuable and provide the reader with the information they need. Of course, crafting a headline that matches all four of these points is near on impossible, unless you’re operating within a very specific niche, so make sure that you’re aiming for at least two when it comes to writing a successful headline” – explains Ada Prather, a Marketing Manager at Uktopwriters.
For example, let’s imagine that you’re talking about "running trainers" in your video. This name isn’t a specific title but is more considered to be a topic that your video is talking about. Think of this as a starting point in which you can branch out.
This means you could use something like;
As you can see, these are two very different headlines that focus on multiple yet different basic headline basics, making users want to click to know more.
Let’s imagine that you’re an internet user and you’re browsing your social media feeds. When you see a video, what makes you want to click and watch it? If you see a headline like;
"10 Brands Who Have Really Good Social Media Marketing Practices You Can Learn Something From"
While this isn’t a bad headline, for starters, it’s far too long, and you’ll probably lose your reader by the time they get to the words ‘really good’. Furthermore, although this kind of headline conveys the message that you want to send, it’s not overly specific and still rather broad, meaning some users might not find interest in it.
However, you can try condensing your headline and making it more concise, perhaps to something like;
"10 Social Media Campaigns That Will Inspire Change for Your Marketing Strategy"
This is a great way to entice the reader to click on your video since you’re providing a benefit for the reader to click and being concise with what your video is about.
Marketing videos are one of the most expensive formats of promotional material to create unless you use video maker tools like Renderforest. So, you’ll want to make sure that you’re allowing them to reach the largest audience possible for maximum ROI.
This means making sure that you’re considering how people are going to be searching for videos like yours and how you can get your videos to the top of the SERPs. This means including keywords and key phrases in your headline, so search engines and internet users can find your videos easily.
An easy way to do this is using tools like the Google Keyword Tool so you can easily find and source keywords that are trending and popular, allowing you to have a maximum reach with your intended audience.
When it comes to Google, the search engine giant allows you to use 66 characters for your headline before cutting you off the edge of the page.
Remember that all videos uploaded to platforms like YouTube have the ‘YouTube - ‘ term in front or at the end of them, as well as any other platforms you’re uploading to, so you’ll want to make sure that you’re condensing your headlines to around 56 characters.
This will ensure everything is neatly available to your reader, rather than cutting off halfway through and potentially losing your reader.
No, this isn’t about keywords that are going to get your video discovered in the search engines; this is referring to the list of words that are proven to attract clicks to videos, no matter what industry or niche that you’re operating in.
If you’ve been on the internet and browsed through videos, these are going to be words that you’ll have already seen before, and for a good reason. These proven words are used in many videos to explain the purpose of the video, as well as attracting the user to click on it.
Some of these enticing words include;
Of course, the types of words you can use in your own video headlines will solely depend on you and your business, so make sure that you’re researching your industry and other similar videos to yours to see what other people are using and how effective they are.
The best way to do this is to head over to a video streaming platform, such as YouTube, search similar videos to yours and find the most popular and highest hitting. Then extract the words from their headlines to see what is the most successful.
Don’t forget to revise your headlines multiple times so you can ensure that you’re communicating the right message.
Nobody wants to click and watch a video when there’s nothing in it for them. After all, why waste time? With your headlines, you need to make sure that you include a benefit for your readers to want to click and learn something from.
Of course, if you’re uploading a funny video of cats or ‘fails’, the purpose is for entertainment, but if you’re posting about your products or services, for educational reasons or to inspire somebody, this needs to be clear in your headline.
Inspirational: Top 10 Beach Destinations That Will Leave You Breathless
Educational: 7 Things You Need To Know About Promoting Your Business on Instagram
Promotional: A Complete Buying Guide to Running Trainers
Since your video headlines will be averaging around 56 characters, if any of your content has any mistakes, they are going to stand out like a sore thumb and will damage your credibility and reputation as a business.
This means looking out for spelling errors, typos, and poor grammar. Make sure that you’re checking your headlines before uploading them to the internet, so you can ensure they’re perfect and free from mistakes.
Writing a headline is not simply a case of chucking together a few words and hoping that people will click on the videos. There is an obvious science that should be mastered. Take your time to write clever and effective headlines that will make your readers want to click on your content.
Gloria Kopp is a digital marketing manager at Paper Fellows. She is running Studydemic educational blog and is a columnist at Microsoft, Huffingtonpost, and Academized blogs.
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