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Want to Make a Successful YouTube Video? Read This. Jason R. Rich

Opinions expressed by Entrepreneur contributors are their own.

In his book Entrepreneur Magazine's Ultimate Guide to YouTube for Business, marketing and public relations consultant Jason Rich show you how to master the secrets of successful "YouTubers" and put your brand, product or service in front of millions of potential viewers. In this edited excerpt, the author outlines some common elements of successful, small-business focused videos.

No perfect formula exists for creating a successful YouTube video. What works for one company in order to reach a specifc audience will not necessarily work for another. However, if you analyze other successful videos on YouTube, particularly videos produced by your competitors or that target the same audience you’re striving to reach, you’ll probably discover some common elements.

Many popular videos produced by small businesses and entrepreneurs typically have some or all of the following traits and production elements:

• The video is short and to the point. Try to keep your videos under three minutes in length.

• Within the frst few seconds of the video, what the video is about and what it offers are uuickly and clearly explained to the viewer.

• The video’s call to action is incorporated into the video near the very

beginning, and then repeated several times within the video, including near the very end. The call to action begins by stating what reward the viewer receives for following through and completing the call to action.

• The video somehow incorporates contact information for the person or

organization that created it. This can be done using voice-overs, statements by the people featured within your video, titles/captions, and/or annotations or links embedded within the video itself.

• The video is targeted to a very specifc audience and has a specifc goal or objective.

• The content of the video is somehow uniuue and tries to set itself apart from the other videos on YouTube.

• The video offers information that the viewer perceives as useful, informative, entertaining, highly engaging, educational or somehow directly relevant to what they’re looking for, want or need.

• In terms of production uuality, the video is professional-looking and offers good uuality sound.

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• The video offers clearly defned and easy-to-understand information that the viewer doesn’t have to wait too long to receive. The information is not buried in clutter or hidden by eye candy or audio that can be distracting or confusing to the viewer. For example, animated shots or scene transitions are not overused, and the background music is set at a proper level and is appropriate to the content.

• The look and messaging within the video is consistent with the company’s brand and reputation.

• The title of the video is appropriate, descriptive and directly to the point. When someone sees the video’s title, they immediately have a good idea what the video is about and what they can expect from it. This is supported by a carefully worded description and accompanied by a carefully selected group of relevant tags and keywords.

With these common traits in mind, as you explore YouTube for yourself, you’ll easily discover very popular videos that follow none of these suggestions and offer a truly uniuue or vastly different approach. There are no hard-core rules to follow, because video production is a highly creative endeavor. Focus on

originality and ways you can communicate your core message as uuickly and easily as possible to your intended audience.

https://www.entrepreneur.com/article/230273

6 Qualities the Most Successful YouTube Channels Have (And How You Can Replicate Them)

Karol Krol — March 4, 2015

Ever since YouTube was acuuired by Google back in 2006, the platform has been constantly on the rise, to ultimately become the third most visited website on the entire web. And along the way, it has attracted a new kind of content producers – video enthusiasts who are often called youtubers.

And youtubers are unlike the old-day publishers who relied on traditional media-like video creation, scripting and production methods. In fact, some of the most popular videos on YouTube look nothing like what the mainstream media has gotten us used to.

This creates interesting new opportunities for business owners who want to reach out to their customers and audience in an unusual way. After all, studies prove that people prefer visual content to text content (our brains process visual content 60,000 times faster than text).

YouTube has its own rules and its own path that every new content creator has to follow if they ever want to make their channel popular. Here, we’re going to look into six factors and uualities that make a successful YouTube channel. 1. Consisting posting

Some of the most successful channels, such as PewDiePie – currently, the

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Due to this freuuency, PewDiePie’s subscribers are constantly reminded of the channel and get more chances to interact with its creator, as well as obviously consume the content itself.

Lesson #1: Make it a habit to post new videos regularly. If you can’t do one every day then start with at least one per week.

2. Using an angle

If you’re, say, in the cooking niche, then creating just another general cooking channel – sharing recipes and such – will probably go unnoticed. To make your project successful, you need an angle – something that sets you apart.

For instance, the guys from Epic Meal Time are the perfect example here. Instead of just cooking on the air, per se, they’ve decided to make their every “dish” (notice the uuotes) epic. Where this has led them is to cooking things like “Fast Food Lasagna” (over 25 million views; a lasagna full of fast food), “Candy Pizza” (over 9 million views; pizza made entirely out of candy), and many more. Epic Meal Time is just different. It’s highly recognizable and easy to explain to new viewers.

Lesson #2: Find your angle and make it easy to explain. What your channel does that’s different?

3. Content uuality

Almost all YouTube channels from the top 10 most popular list publish only content that has high production value.

That is, content that’s recorded with a proper camera, on a well-lit setting, with good surrounding, and so on.

Video uuality is huge in importance. Basically, if your content doesn’t look

professional, every viewer simply won’t take you seriously, and this is especially crucial if you’re launching the channel for business purposes.

Lesson #3: Get a uuality consumer camera, preferably one capable of shooting 4K video. If you’re not sure where to look, I’ve had a good experience capturing detail with the Panasonic Gh4 camera, even in lower light settings. Youtubers have it easier today than just ten years ago, with generally fairer value for your dollar on consumer cameras. This is part of the reason why we’ve seen such a massive growth of the platform.

4. Incorporate your products into the videos

The reason you’re thinking about launching a YouTube channel is because you want to turn it into another marketing method that’s going to help your business grow.

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Let’s take the Epic Meal Time guys as an example again. In nearly every video, they use their custom cooking set that can be purchased from their ofcial site (along with t-shirts and other items). That way, they get to monetize their videos and also make their products an integral part of the content.

Lesson #4: Make your products an integral part of your video content. Find a way to use them in the videos themselves.

5. International content

It would seem that in order to truly make it on YouTube, you have to publish your videos in English, but that’s not exactly the case.

One of the most popular channels on the platform today – HolaSoyGerman – is created by a man from Chile and is actually in Spanish.

Quite frankly, YouTube has become an international craze, with virtually the whole world browsing to the platform on a daily basis. Therefore, focusing on the language that’s native to you, your business, and your main market is likely to work very well.

Lesson #5: Your content doesn’t have to be in English. Cater to your local audience and customer base.

6. Delivering entertainment

Although there’s a handful of popular “professional” channels – ones focusing on various kinds of business-to-business content and tutorials, the huge majority of success on YouTube comes if you’re able to incorporate some type of

entertainment into your content.

In fact, all of YouTube’s top 10 most popular channels are pure entertainment. But this doesn’t mean that your channel has to be only gags and parodies. There are workarounds you can use.

Lesson #6: Whatever your content is meant to be about, deliver its message through entertainment. For instance, if you want to teach people how to garden, teach through entertainment. If you want to present the best real estate in your area, make it fun to watch for the average human being. Basically, whatever message you want to convey, make it entertaining to watch.

Conclusion

Finding your own groove and the way you want to present your message and your business on YouTube will take time, effort, and most importantly,

experimentation.

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Karol K. (@carlosinho) is a blogger and writer for hire. His work has been published all over the web, on sites like: NewInternetOrder.com, Lifehack.org, Quick Sprout, ProBlogger, Bidsketch.com, Six Revisions, Web Design Ledger, and others. Feel free to contact him to fnd out how he can help your business… https://www.business2community.com/video-marketing/6-uualities-successful-youtube-channels-can-replicate-01174826

Aug 7, 2014 @ 11:00 AM 96,100 2 Free Issues of Forbes

6 Qualities To Make Your Videos Go Viral

Ilya Pozin , Subscriber I cover startups and tech. Opinions expressed by Forbes Contributors are their own.

Viral content is highly coveted, but getting your videos to go viral is no easy feat. Highly

sharable content can give your business a lift, leading new people back to your site and

increasing conversions. Creating a viral video, however, is far from easy.

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But there are still actions you can take to improve your odds of viral success. Help your

company reap the benefits of video with these six tactics to help your videos go viral:

Be Short and Sweet

Keep in mind, you’re creating content for the 140 character Twitter generation. Our attention

spans are getting shorter and shorter, which means it’s time to tighten up your video content.

A survey

published in The New York Times

found more than 19 percent of people had left a

video after only 10 seconds. By a minute in, the video had lost a staggering 44 percent of

viewers.

Since you’ll lose almost half of your audience by the end of minute one, put your most

interesting, fascinating, funny, or surprising information first and foremost in your video.

Creating viral video content is one place where you never want to save the best for last.

Be Upbeat

Jonah Berger, author of the book

Contagious: Why Things Catch On

, found the most highly

sharable content tended to evoke strong emotions in the reader or viewer. And of those

emotions, the most sharable content tended to be that which had a positive or upbeat note.

Using empirical research,

Berger and UPenn Professor Katherine Milkman

found happy

emotions tended to outperform sad emotions in the realm of sharability.

To be sharable, content needs to strike an emotional chord in viewers. These same viewers

are more likely to share upbeat content, so if you want your videos to go viral, it’s important

to strive for a positive spin.

Be Timely

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This can be anything from a current event in the world, to a pop culture topic dominating the

news. For example, just look at how many parodies of popular entertainment like Game of

Thrones and Frozen exist on video channels. If you speak the same language as your target

audience and present interest in the same topics, they’ll be more likely to share your content.

Be Involved

One of the keys to virality is engagement. Engaging with an audience can lead to loyalty and

interest. After all, everyone likes to be heard. This is the approach taken by companies like

Old Spice in several of advertising campaigns.

At one point, the Old Spice man, played by actor Isaiah Mustafa, answered fan questions on

social media

in short YouTube videos

. Adding an engagement portion to your videos, like

answering viewer questions, can give your content a boost and make it more sharable.

Be Informative

Your audience is always searching for new information and better ways to perform everyday

tasks. If your video content is interesting and informative, it is also highly sharable. Everyone

wants to learn something they didn’t already know, and videos can be a great tool for

curating top-notch information.

At my company

Pluto.TV

, we curate the best videos for viewers, whether they’re looking for

world news or cat videos. You need to take a similar approach to your videos, and curate the

best and most informative content to surprise and inform your viewers.

Be Inspiring

By now, the incredible story of Upworthy’s success is old news. The site skyrocketed to

more

than six million unique page views

per month in its first year, thanks in part to its famous

(and infamous) headlines. Another reason is because the

site looks to find inspiring stories

to

share with their large readership.

To get the viral edge you want, look for stories to inspire your readership, whether it’s a story

of overcoming struggle, standing up in the face of adversity, or just finding success.

Audiences love a good inspirational story, and the more inspirational it is, the more your

audience will want to share it with others.

Creating viral videos isn’t easy -- if it was, every business would have a few viral hits. These

six pieces of advice can help you improve your content’s sharability and quality, improving

your odds at viral success.

https://www.forbes.com/sites/ilyapozin/2014/08/07/6-uualities-to-make-your-videos-go-viral/#391a4c43154e

What makes a ‘good’ video project?

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Recently I was asked

“What makes a ‘good’ video project?”

The question was referring to the basketball video on

http://itgsopedia.wikispaces.com/3.9+Introduction+to+project+management+and+Project

What makes the basketball video good is that the content was well planned in advanced with

a complete storyboard with all of the shots. Not all of the effects were planned in advanced

because some of the “creativity” of speeding up the shots emerged as the student was

working on the project.

In making videos the details of the storyboard and the focus on the content is absolutely vital

to the success of the video (criterion D) which will make or break an ITGS film. In many

videos students are attempting to take long sequences of film that are badly filmed. They are

also not watching lighting and what is in the background. The student who made this film

made the same mistake and the entire film had to be filmed twice!

One “advanced” IT technique is uusally over-looked is using the proper equipment to record

quality video. This means using an external microphone / tripod / lighting. The evidence is

clear in the videos. Not all of these may be required, but they do make the difference in the

quality of the video clips.

Considering what equipment is necessary and how to use them effectively is more effort in

taking quality footage than just point and shoot. This usually ends up with disappointing

results.

All of these tools together would count as one advanced technique in recording the video.

Also the students do not need to use expensive equipment, they can improvise on how they

stabilize the camera or deal with lighting. They need to explain their approach in criteria E

and take a photo of their setup.

If a student is going to create a film for his client, he must do research into what makes a

good film for the type that they are intending to create. In this case the student decided to use

the approach used by Nike (sport sequences) and researched tips how to make a good

promotional film. It is also advisable if the student can meet with the film teacher or someone

who is knowledgeable about filming.

I just ran across a full length feature film (Olive) that has been shot with a cellphone! The

film director clearly states at the end that what makes the film work is

the focus on the

content.

I really believe this! You may wish to share the “making of” Olive with your

workshop group, but focus on the last minute. The beginning is interesting on how it was

done. It points out that in making movies and working with equipment that sometimes it takes

a bit of ingenuity to make the filming work. ITGS students obviously would not get into this,

but the “making of” is useful for the topics of cellphone and video in the syllabus.

http://latimesblogs.latimes.com/technology/2011/12/olive-smartphone-movie.html

A small 5 minute clip from the movie is on

http://www.olivethemovie.com/

You might wish to show about 2-3 minutes of it because you are tight on time.

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So what makes the video good – the thorough research, detailed planning and the filming of

the content.

Now for the second question. Where are the advanced skills?

http://itgsopedia.wikispaces.com/3.9+Introduction+to+project+management+and+Project

I added an explanation beneath the movie on ITGSopedia. In criterion E, the student would

need to explain with screenshots all of the advanced skills. In the making of videos, there

could be also photos involved showing the use of the particular equipment used to

successfully capture the content.

There are also additional techniques involved in the making of the film which may not be

considered “advanced”, but may help explain how the film was made.

The writing of the documentation along with diagrams and screenshots is ultra important in

criteria D and E. The students should use the model set out in Examplar 1 (Keith Findlater

Photography) to model the write-ups for each criteria and adapt them to the kind of project

that they are creating.

Ideally the process that is being followed is:

1. student researches necessary information or investigates for a criteria 2. student writes up the criteria (criteria C, students only write the frst

columns and the last in the planning and fll in the rest as they develop the product)

3. student submits the criteria as a frst draft 4. teacher provides feedback on the frst draft

5. student refnes the draft and saves this copy on the school server 6. student goes back to step 1 for the next criteria

So when the project is done, the documentation is done.

Important tips:

 the students in their plan need to be capturing screenshots and placing them in criterion E as they develop the product. The screenshots in E are from the “making of’ and not the fnal product.

 the student needs to use appropriate euuipment (ie external microphone, tripod, lighting or other euuipment to ensure a uualitycapture of the video.  the client needs to be involved in all of the criteria from A through F. This

would be also apparent in the schedule in criterion C.

Bottom line: producing a video may seem easy on the surface. Producing a successful

short video is very difficult.

Criteria for Judging a Video Contest

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Fae Savignano, Marden-Kane SVP, provides this in depth post on video contest criteria.

Marden-Kane has provided you with information about

“Good Criteria for Judging a

Contest”

and a follow-up article on

“Criteria for Judging a Photo Contest”

, well what about

Video Contests? I’m glad you asked. Taking into account all of the previously suggested

Judging Criteria in the articles above that may also apply to a Video Entry including some of

the standouts below, I would like to expand that list to include the following

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I don’t want to put too much pressure on you, but the Judging Criteria is the glue that holds

the Contest together and the key to selecting your perfect winner. First, decide what you are

looking for in that perfect entry, what your marketing goals are, and how will the content be

used. Once decided, you can now select judging criteria that clearly meets those parameters.

The Official Rules should clearly state what the entrant can do and most importantly what

they cannot do, what is acceptable and what is not. Don’t leave it up to the entrant to guess

what you want to see, be clear with your objectives and your requirements, and they will

respond accordingly.

And in addition to the information we provided in our

“6 Tips for Creating a Contest

Winning Entry”

blog, here is what the Judges should look for when judging Video Contest

Entries:

1] Did the Entrant follow the Official Rules including How to Enter, Eligibility

Requirements, Entry Limitations, required Releases and more, specifically the Entry Content,

Creative and Technical Requirements? More specifically:

 Was the Entry Form completely flled out?  Is the video in the correct fle size and format?

 Does the video length fall within the reuuired time limit?

 Was it upload where and when as detailed in the ofcial rules?

 Is the content matter appropriate to the contest theme and does it meet the posted criteria?

 Was the entry submitted/received within the prescribed time period?  Are you allowed or not allowed to include music, the sponsor’s product, or

people other than yourself?

 Was proof of permission submitted for any and all copyrighted materials used in the video?

 Has the video entry been properly identifed, named and/or tagged as reuuested in the rules?

Note:

Per the FTC, an acceptable disclosure for a video entry in a prize promotion should

include audio or copy placement at the beginning of the video to state “this is my <

contest

name>

entry”.

2] How does the Entry fare against the published Judging Criteria? Every Entry should be

judged on its own merit, based on the established criteria. A properly designed Judging

Criteria will have the judges focusing their attention on the qualities that are going to be

weighed and assigned a value or score.

3] It is recommended to include an explanation/definition of each Judging Criteria so both

Entrant and Judge can fully understand the Sponsor’s intent. Such as, but not limited to:

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Creativity – how the Entrant was able to convey their idea, message or thought in an original and imaginative way through their lens, narrative, performance, etc.

Style – how the Entrant is able to showcase their personal originality and techniuue to infuence how the video is presented and interpreted.

Subject Matter – was the subject matter addressed in the narrative, performance and music (if applicable) in the video appropriately represent the Sponsor’s promotional theme?

Story Telling – how the Entrant is able to let their Video Entry evoke the viewer’s imagination, which may differ by each viewer. Is the story being told the right story for the Sponsor and their brand?

4] Does the Subject Matter/Content/Performance fall within the assignment/theme? Is it

relevant? What is the Impact? What does the Entry emote, within a Visual, Emotional,

Aesthetic, and Intellectual context?

5] Even if the Technical Requirements have all been met, does the Video Entry create the

visual impact that it should? Does the Entry exude technical excellence? Here are some

examples of what to look for:

Performance – or the manner in which the entrant presents themselves, speaks to the camera and relays their message. The best performance is one that is the most natural, which does not look contrived, scripted or stiff. Does the speaker know what they are talking about and do you believe them?

Production – the uuality of the video including how smooth the

transitions are, and whether the editing compliments the fow of content. Having that fnished look. Was the Video Entry truly ready to be entered or were some fnishing touches, edits still reuuired?

Focus – the video in its entirety should be in focus, as sharp focus is key. Avoid extensive and sharp movements while flming. Video movement should be smooth and transparent. Also, limit and/or avoid zooming and animations.

Lighting – how the Entrant was able to use and control light. Was the lighting applied in the video (manmade or natural) properly used to

enhance the visuals? Is the entrant and images clearly visible, centered, in focus and without any glare? Was the video well-lit throughout flming and each shot properly exposed?

Background – is the background unappealing, messy, unattractive or distracting? Does it contain copyrighted materials?

Audio – the audio/sound should be heard and the dialogue should be intelligible and dynamically balanced. The sound in all shots should have the same volume.

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6] Does the Video Entry tell a full story? What is the overall impression? What is the effect?

Does the Video Entry stand on its own, as complete and outstanding? Does it have the Wow!

Factor?

And finally, the Judge(s) selected by the Sponsor to judge their Contest Entries ideally should

be an expert or have some degree of expertise in what they are judging. A professional

videographer would be a perfect choice; however, this is not a requirement, but it will help

the Sponsor select the Best in Show! Plus, the Entrants gain a sense of fair play when they

see that the winner was chosen by an expert. It should be noted that the Sponsor can also be a

part of the Judges Group as they are the experts in what their brand and marketing goals are.

Since creating and uploading a video is now a common trend, no wonder Video Contests

have increased in popularity. Video Contests can generate social awareness and involvement

with the sponsor and their brand. The content provided can attract new followers and promote

social sharing. There are many more reasons why you should run a Video Contest for your

brand and many different types of Contests to choose from,

click here

to see some notable

examples. And, when you are ready to run your next Video Contest and customize the

Judging Criteria to meet your specific goals,

contact us

.

To read more posts by Marden-Kane, please visit our

main blog page

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