How to rank a video on YouTube

YouTube is the second largest search engine after Google, with nearly 2 billion logged-in users visiting the platform every month, making it an excellent medium for marketing your product. However, if you don’t know how to rank a video on YouTube, you may find your video is lost among the 400 hours of content that is uploaded every minute – which equates to an awe-inspiring 66 years’ worth of content every day.

While that thought settles in, here are some tips from the TopLine Film team on how to rank a video on YouTube.

Establishing a keyword

As with optimising for written content, the first step to ranking your YouTube video is to choose a target keyword. You’ll need to use a tool – like the appropriately named Keyword Tool – to generate a long list of potential keywords. Think about the language your target audience uses, and what questions they’re likely to be asking related to your product.  Next, focus on the following key factors to determine which keywords to target:

Search volume – Does the keyword generate a large number of searches? As a general rule of thumb, the bigger the better, as you want to reach as many people as possible. However, there are exceptions to this rule. Bottom-of-the-funnel keywords – such as ones related to the benefits of using your company’s product – may have fewer searches, but will yield a higher conversion rate.

Competition – Are there lots of high-quality videos with millions of searches for your target keyword? If so, it may be worth targeting a different keyword, unless you think you can produce something better than what’s currently on offer.

Scripting

Make sure you’ve included your keywords and synonyms in the video script. YouTube will automatically transcribe these so it’s worth double checking they’ve been accurately interpreted.

Optimising your title and description

The next step is to optimise your video’s title. Make sure to include the target keyword, while ensuring the title is readable and engaging. It can be helpful to use the keyword as the first word in the title, but don’t force it if it doesn’t fit naturally.

Then, take similar steps to optimise the video description. Include the keyword in the first 25 words of the description and try to use it two, three, or even four times. Ensure the description is at least 250 words long.

Setting up your tags

The next step is to set up your video tags. Try to use around 20 to 30 tags on your video, making sure that the first tag is your exact target keyword. If you’re targeting, for instance, “Innovative finance ISA”, make sure that’s the first tag, but also include a few variations like “IFISA”. A few other tags should cover the topic of the video, for example, “ISAs”, “tax-free savings”, “tax-free investment”, and “retirement planning”.

Now it’s time to release your video into the wild. But your work isn’t finished yet.

Promotion

The next step is to use the feedback system to boost your video. Encourage your friends and colleagues to watch the video, and then have them work through the following steps:

  • Add a positive comment underneath
  • Give it a thumbs up
  • Watch it all the way through, and only after finishing the video subscribe to the channel

Once you’ve done all that, stop and think about who else you could ask to complete these steps – perhaps individuals in your professional network will be interested, so it may be a good idea to share the video on your LinkedIn. People interacting with your video will give you a serious boost in rankings, so it’s worth taking the time to get as many people involved as you can.

Then consider how else it could be promoted – the more engagement you generate the better.

Rinse and repeat

With those steps, you should be well on your way to ranking your YouTube video. Now that you know how to rank a video on YouTube, consider producing and releasing videos more regularly to generate a real following. It’s a fantastic way of building familiarity with your target audience, getting your brand out there, and nurturing people down the sales funnel.

If you need help with marketing your video, why not reach out to our MD Jamie to discuss strategy? Or, find out more about our SEO services.

Launching the list of corporate video awards

If you’ve totally smashed it with your corporate video and you think it could be worthy of an award, then don’t worry about trawling the internet for relevant corporate video awards because we’ve already done that for you!

Introducing the world’s most comprehensive listing of corporate video awards. At least we think it’s the world’s most comprehensive list – if you think you have a better list, then let our sister company know (because we couldn’t find it, even after we tried very hard, so you clearly need a digital PR and SEO agency).

We created the corporate video awards list to make it easier for companies to get their great work recognised. And it just seemed to make sense following the success and unparalleled popularity of our listing of business awards. Our corporate video awards listing contains award names, entry deadlines and prices, markets covered and award categories, and it will be updated weekly.

If you want to be kept in the loop, follow us on Twitter @toplinefilm.

If you notice an award is missing, then contact our award-master on awards@toplinefilm.com

Or if you just really want an award-winning video for your company, check out our corporate video production page.

Proof that social video marketing works

Almost two thirds (58%) of consumers want to receive video content from brands that they follow on social media. In fact, they are just as keen to receive videos as they are to receive vouchers. That’s according to our exclusive survey of 1,000 consumers commissioned by us this week.

 

And while image ads reign supreme on social media (with 61% of consumers happy to have these on their feed), 47% are happy to view video ads as well (clearly making the case for social media animation).

We also asked our panel what style of video content they want to see from brands they follow on social, and the overwhelming winner was entertaining (67%), closely followed by funny (65%) and informative (56%).

While 66% turn to Google to research something they are interested in buying, a whopping 45% will look at YouTube. YouTube even beats review sites and Facebook.

And it turns out that social video ads drive purchase behaviour too.

About the research

The survey of 1,000 internet users across the UK, Canada, Australia and the USA was commissioned by video production company TopLine Film and conducted by Pollfish in August 2019.

You’re welcome to use the results in your own marketing content, but please credit us as the original source and link back to our website if you do!

 

Proof that the quality of your video reflects on your brand

Proof that the quality of your video reflects on your brand

We’ve been saying it for ages, but now we have proof. This week we commissioned a survey of 1,000 consumers and we asked them if the quality of a company’s video reflects on the brand. The answer is “yes” for 66% of consumers, with only 16% saying “no”.

The key take-away here is that there are no shortcuts when it comes to your brand video production. You don’t need to spend the earth, but it’s worth investing in a video that will support your brand values – and it’s potentially damaging to spend on a cheap video.

About the research

The survey of 1,000 internet users across the UK, Canada, Australia and the USA was commissioned by video production company TopLine Film and conducted by Pollfish in August 2019.

You’re welcome to use the results in your own marketing content, but please credit us as the original source and link back to our website if you do!

16 best accounting videos

We asked our specialist video production and animation team to trawl the web in search of the best accounting videos. They came up with their 16 favourites.

Receipt Bank

They said: Beautifully shot, nicely scripted, lovely simple animated icons to accompany the voice over.

Intro to Xero

They said: Love the transitions between scenes, the set design, the integration between filmed content and graphics, the split screens and voice over.

An overview of Xero accounting software

They said: Nice abstract animation in the Xero brand colours. 

Chartered Accountants

They said: Unique company video. Love the CGI model village and sound design in this one.

Nmbers Accountant

They said: Lovely abstract animation of Nmbrs Accountant software interface. Engaging, friendly voice over.

RPJ Accountancy

They said: Nice character animation and sound design which brings this video to life.

 Quickbooks

They said: Good recreation of the QuickBooks website as well as some nicely animated scenes to highlight certain areas of the interface.

Wave Accounting 

They said: Nicely shot promotional video. We like the mix of filmed content and animation to demonstrate the software. We also like the way they have decided to show the software being used through two main characters.

INTACCT

They said: Love the mix of real footage with CGI movement. The sound design is also really nice.

Zoho Books

They said: Love the case study style of this video which focuses on how one person uses Zoho Books to manage his business’s finances. It makes it seem really authentic.

Clear ERP

Nice abstract and visual animation illustrating the benefits of Clear ERP’s core products and services.

FinancialForce

They said: Nice simple demonstration of FinancialForce’s interface.

 Accountancy4You

They said: We like that this video gives a face to accountancy and opens its doors to the business.

Xero (again)

They said: Really cool accountancy video for Xero. We like the different characters we are introduced to, the mix of filmed & animated content, the comical element and the narrator telling the story.

Intuit: A Giant Story

They said: A beautifully animated video set in a futuristic location where TurboTax, QuickBooks, and Mint, Intuit Giants help people spend less time worrying about their finances, giving them more time to focus on what they love.

Finsync

They said: Cool video for Finsync which promotes what their software can do. We like the casual nature of the opening and transition into user interface.

And there you have it: the 16 best accounting videos ever! Looking to create your own video to add to the greats? Then we can help: read our corporate video production agency page to find out more or read 1,624 video marketing statistics.

EVCOM Awards

Videos CAN generate leads (and we have an award nomination to prove it)

We are delighted to have been shortlisted for an EVCOM London Video Award. The team at EVCOM have deemed our personalised video brochure campaign worthy of a shot at the gong in the Sales of Products and Services category. The award goes to the “most effective consumer-focussed film in support of sales and business development.”

Our campaign was designed around physical video brochures that would be personalised to each individual viewer – a complex undertaking which involved managing several moving parts. But it worked:

We sent out 200 cards to prospects, leading to:

  • 40 conversations, a conversion rate of 20% and the highest we’ve ever had in a campaign.
  • Nine of these conversations turned into clients (exceeding our target of five), and 14 of those conversations are still ongoing.
  • From these clients, we generated £300,000 of revenue: comfortably exceeding our target of £60k.

But the numbers only tell one part of the story. The other part is what people said when they received our cards:

“I’ve got to say that I’m hugely impressed by the card & the personalised msg – kudos!” 

“I was very impressed and assumed I had a high enough lead score to get a high impact piece of marketing.”

“Thank you so much for sending the intriguing video DM!”

“Very impressive, I like it.”

“I did receive your video card and I have to say I was very impressed.”

Jamie Field, TopLine’s managing director, said: “Overall, our video card campaign showed that taking risks and investing in niche projects can seriously pay off. Projects like this one can be difficult to get off the ground and harder to keep in the air – but if the idea’s good enough, if the team is skilled enough, and if you understand your targets, the rewards are always worth it.”

 

We can help with all kinds of lead gen video production requirements – just in case you’re interested.

How to land a job in video production

Looking to land a video production job? Here’s how to stand out

Want a video production agency job but don’t know where to start? If you have the work experience and you’ve been searching for months and haven’t gotten the results you want, then maybe it’s time to think about what you could do differently.

Working in video production is great. You regularly meet new people, work on different sets, different projects, with fun gadgets and equipment – among other things. But the competition is fierce. A lot of people starting out create showreels with university or arthouse projects. Here’s the thing. No one wants to see it.

As a video production company, we get approached by a lot of people wanting to work in this industry, which is great! If you want to get noticed by us or companies alike, here’s what you should do.

Get your foot in the door – the right way

One of the hardest things in video production is getting your foot in the door. Grab your prospective employer’s attention by writing a bespoke email to show that you researched the company and that you have a general interest in working for them.

You can do this by referencing a project they have worked on or a blog post they have written. Access to this kind of information should not be that hard. Trawl their website, check out their social media or ask around about the company. Do your homework!

When you’re getting started, you should be trying to build your network in the industry. Therefore start with small goals rather than asking for a job outright. That could mean aiming to get advice, a mentoring opportunity, joining a shoot or coming along for free to get some experience. You’ve got to offer something and get someone to give you the opportunity to impress them.

Network and be nice!

Your first job, you’re not necessarily going to be chosen because of your skillset because you’re not doing much on a shoot. You’re simply helping out. So, you have to build rapport. That’s why you’re there! Whether in office or on a shoot, the best thing to do is to ask what the person in charge wants from you. Don’t go in thinking you know what you are doing. “Just tell me what you want me to do and I’ll do it.” That kind of social intelligence on a shoot is what we’re after.

And for the love of God, be on time. In this industry, no amount of skill, creativity or hard work can undo the damage done by arriving late. The best video professionals we know leave absolutely nothing to chance. They arrive at least 30 minutes early and grab a coffee while they wait. (Speaking of coffee, we are proud to support a local South African business – you can buy coffee beans online from them).

You never know when a job can come up – it pays to be nice. People can leave jobs at any time and your name might come up. We asked our MD, Jamie about this and he said: “When a job opens up at TopLine, if we already know someone who might be right for the role, and they’ve impressed us on a shoot, we will go straight to them and invite them to apply. This saves us a huge amount of time and reduces the risk of hiring the wrong person – after all, we have already seen them in action.”

Mentors help

Getting a mentor is great. Especially if they can expose you to the right people. We use lots of freelance crew that ask to bring along an assistant, just for the experience – your skills will help you succeed in the role, but a mentor will serve as a character reference before you get it. And you will find most freelancers are amenable.

Is there still a place for the showreel?

This is tricky because timing is everything. If you’re trying to get your first job in video – as soon as you say “here’s my showreel” – chances are the content isn’t going to be relevant to the company.

However, if you’ve been in the industry a year or two and you’ve worked on relevant or relatable content, that’s a different story. We work with many freelancers and every now and then we get an email from them to show what they’ve been up to, almost like a newsletter. Because it’s someone we’re already in contact with, we nearly always watch their video content.

Ask yourself: does your showreel represent some industry work that would be noticed by the recipient? If you’re contacting a production company that solely produces animated explainer videos, your camera work showreel is not applicable.

Being a jack of all trades isn’t necessarily the best approach

Video production used to be more specialised. In the past, you needed formal qualifications, training and exposure to expensive equipment and software to start producing content.

With new tech advancements, cameras and software are cheaper and entry to the industry is easier. Accordingly, a lot more opportunities exist for self-taught individuals. So how do you compete when today, everyone can do almost everything because it’s so accessible?

Having a diverse skill set can be advantageous but specialism shouldn’t put people off from applying for a position. If we have someone apply for an editor position who can’t do anything else but edit vs someone with the ability to also do sound, direct shoots – among other things, we would always hire whoever was the best editor.

Focus on mastering one thing, and once you’re really good at it then by all means, get the other skills and use them to your advantage.

 

We hope you found these tips useful and informative!

Follow us on LinkedIn, Twitter, Facebook and YouTube, or keep an eye on our recruitment page for more opportunities at TopLine Film.

 

Why we are a cashless business – and how it benefits our suppliers

Managing cash is a major admin headache. Reconciling a petty cash box, chasing receipts, filing invoices, and just generally keeping an eye on all the admin requires dedicated time and resources that we’d rather spend elsewhere – say, on our clients, for example. And if the office manager pops out to lunch or off on holiday and forgets to leave the key for the petty cash box behind, well then, personal receipts pile up and everyone gets a bit snarky.

Honestly, we think managing cash is a waste of time and money, which is why in early 2019 we made the decision to become a fully cashless business.

The truth is, we don’t need cash anymore: even the smallest payments at the newsagent can now be done on card – so why keep it in the office? Our cashless business is enabled by Soldo which provides centralised control of card payments for employee and company purchases, and Xero, our accounting system (watch the 16 best accounting videos of all time).

TopLine is a process-driven business, and we have always looked for ways to be more efficient.  Our clients can attest to the fact that when they work with us, they are working with an organised bunch of people, who have processes and policies in place for everything.

By eliminating cash, we are saving time that can be spent on other important business – and ensuring more efficient payment processes.

When it comes to paying our suppliers and staff, we never drop the ball. In fact, we don’t drop the ball at anything really. But we know the importance of getting paid on time and respect the people we work with too much to allow late or messy payment processes to creep in. And relying on cash can get messy!

So, for all our amazing suppliers and freelancers who work with us, bear in mind that we don’t have the facilities to handle cash in any way. Our accounting system is fully centralised and digitised. What this means though, is that you can expect to be paid on time every time – just not in cash.

Thanks to these video freelancers

No production company is an island. At TopLine Film, we have a considerable amount of talent in-house, but we rely on freelancers for many projects – sometimes for a bit of support while someone’s away on annual leave, sometimes to bring a level of expertise that we don’t necessarily have to hand.

This National Freelancer Day, we wanted to celebrate the people who’ve helped us make some of our best videos. Here are just a few!

Freelance Directors

Grant Fulton

Grant is an energetic, experienced, and charismatic director, one who’s a joy to watch on set. Perfect for creative shoots.

Freelance Camera Operators

Ivan Wood

Ivan is a very experienced camera op who’s always up-to-date with the latest camera tech. Whether it’s for work or for pleasure, he can usually be found shooting something. Lately he’s focused on drama and commercial work, but he’s still available for corporate projects.

Fun fact: his dad was the brains behind that famous slow-motion scene in The Matrix. You know, the one where Neo does the freaky back-bend thing.

Paul Murray

Another great camera op, Paul has a keen eye for composition and is very passionate about how sets and scenes are lit.

Alex Gooch

A calm and collected presence on location, Alex gets great shots and is a pleasure to work with. He has collaborated with broadcasters such as Reuters and ITN Productions, as well as global organisations like Microsoft, Amcor and Abbvie.

Josh Bamford

Josh is creative, fun to work with, and a recent-award-winner – check out his documentary film!

Freelance Sound Recordists

Alex Purkiss

A force of unbridled positivity, Alex is as skilled as he is nice (very, on both accounts). Because of this, he can be quite hard to pin down. If Alex has a window open, grab him while you can.

Anthony Arghyrou

Another sound recordist we use regularly, Anthony is super friendly, super talented, and always a pleasure to have on a shoot.

Julian Willson

You might have seen Julian’s work already: his recent sound projects include shows such as One Born Every Minute & Gogglebox, to name just a couple. He’s frequently found cracking jokes on location.

Freelance Editors

David L. E. Davis

Super organised and super fast, David is a superb editor with a keen attention to detail. He also has a great sense of humour, and is definitely not the former Secretary of State for Exiting the European Union.

Andy Cardy

A highly experienced, personable, flexible and collaborative editor and motion graphics designer, Andy has worked with a variety of clients in the corporate and broadcast industries – including Barclays, Bentley, HSBC, KPMG, LV=, Network Rail, North One TV, Shell and Sky.

 

Freelance Visual Effects & Motion Graphics

Chris Chalken

A super talented visual effects and motion graphics designer, Chris can add a little pop, oomph, or whatever other comic-book noises you favour to your production.

Are you looking for a video production company to help with your next project? Get in touch with our MD, Jamie.