10 Tips to Optimize YouTube Channel & Videos

13 Sep 10 Tips to Optimize YouTube Channel & Videos

YouTube is the second largest search engine and second most used social media platform in the world. It’s a powerful marketing platform, when used correctly, to help build brand awareness, engage your audience, and drive traffic to other content.

Keep reading for tips on how to optimize your brand’s YouTube channel and videos to drive growth!

Phase 1: Audit your channel

It’s hard to optimize your channel and videos without first reviewing your account. Your audit should include a deep dive into your channel’s current performance, organization, and content. 

Tip 1: Analyze Relevant Metrics

If you’re looking to drive increased performance, you have to evaluate your content’s current performance. Here are some key metrics to document:

• View Count: Which videos are getting the most views? Are there any patterns in terms of topics, lengths, or formats?
• Watch Time: How long are viewers staying engaged with your videos? Are they dropping off early or watching until the end?
• Audience Demographics: Who is watching your videos? Consider factors like age, gender, location, and viewing habits.
• Subscriber Growth: How has your subscriber count changed over time? Are there particular videos or periods where growth spiked?
• Engagement Metrics: Analyze likes, comments, and shares to determine how your audience is interacting with your content.

Documenting these metrics will help you identify areas for improvement and opportunities for growth.

Tip 2: Review Existing Playlists

Playlists can significantly impact how viewers interact with your content. During your audit, examine:

• Current Playlists: What playlists do you have? Are they organized by theme, type of content, or series?
• Video Placement: Are videos correctly categorized within playlists? Are there videos that should be grouped together but aren’t?
• Engagement: Which playlists are performing well? Are viewers watching multiple videos in a row?

Effective playlist organization can enhance the user experience and increase the likelihood of viewers staying on your channel longer.

Tip 3: Catalog All Videos

It’s crucial to have a clear understanding of your content inventory to help identify topic gaps, outdated content, or duplicate content.

• Video Status: Which videos are public, private, or unlisted? Are there any videos that could be made public to drive more traffic?
• Content Relevance: Are all videos still relevant, or are there outdated videos that should be archived?
• Performance: Which videos are performing well, and which are underperforming?

Having a catalog of your existing content will help you in the optimization phase.

Tip 4: Assess YouTube Cards and End Screens

Cards and end screens are powerful tools for directing viewers to more content, encouraging subscriptions, and driving engagement. 

• Usage: Are cards and end screens consistently used across your videos? Are they strategically placed?
• Effectiveness: Are viewers clicking on your cards or watching the suggested videos on your end screens?
• Relevance: Are the cards and end screens aligned with the video content, or do they feel out of place?

Depending on your findings, optimizing your use of end screens and cards can help boost viewer retention and engagement.

Tip 5: Evaluate Links

Links on your channel and in your video descriptions are vital for driving traffic to your website, social media pages, and other content. 

• Link Accuracy: Are the links in your descriptions up to date? Do they still lead to the correct pages?
• Link Placement: Are the most important links (e.g., to your website or newest products) placed prominently?
• Call to Action: Are you using links effectively to encourage viewers to take action, like subscribing to a newsletter or following on social media?

Also consider if you have UTM or CID tracking on your links so you can further analyze which videos are driving the most website traffic. Learn more about creating UTM links here and CID links here.

Phase 2: The Optimization Phase

With your audit in hand, it’s time to move on to the optimization phase. This is where the real transformation happens, as you implement the changes needed to boost your channel’s performance.

Tip 6: Archive and Re-Publish Videos

Start by archiving any videos that were flagged during the audit as outdated or irrelevant. For videos that you’ve decided to make public, ensure they are properly tagged, titled, and described to maximize their visibility.

Tip 7: Optimize Video Titles and Descriptions

Keywords in your video titles, descriptions, hashtags and tags are critical for helping your content get discovered.

• Title Optimization: Include relevant keywords in your video titles to improve searchability. Keep titles concise yet descriptive.
• Description Enhancement: Write compelling descriptions that include keywords, but also provide value to the viewer by summarizing the content effectively.
• Hashtags and Tags: Use relevant hashtags and tags to further increase discoverability on YouTube and through Google search. 
  • You’re able to add up to 15 hashtags to each video, but marketers have found the most success when using 3-5. Test to see what works best for you!
  • You’re able to add as many tags to your YouTube videos as you want up to 400 characters. Most recommend using 5-8 tags, but we recommend testing to see what works best to drive performance on your content!

Common top-performing crafting-related keywords on YouTube include: 

• DIY [specific craft]
• [Specific craft] tutorial
• [Specific craft] for beginners
• Handmade [craft] ideas
• [Specific craft] supplies
• Easy [specific craft] projects
• Seasonal crafts
• Upcycled crafts
• [Specific craft] hacks
• [Specific craft] organization ideas

Tip 8: Add and Improve Cards and End Screens

Ensure that every video utilizes cards and end screens to keep viewers engaged with your content.

• Strategic Placement: Place cards at moments when viewers might naturally want more information or related content or are consistently dropping off.
• Encouraging Subscriptions: Use end screens to prompt viewers to subscribe and/or watch another related video.
• Testing and Tweaking: Continuously test different placements and types of cards/end screens to see what works best for your audience.

Tip 9: Reorganize Playlists

Organize your playlists based on themes, series, or viewer interest.

• Thematic Playlists: Group videos by topics that resonate with your target audience, like “Beginner Quilting Tutorials” or “Advanced Sewing Techniques.”
• Series Playlists: If you have a series of related videos, organize them into a playlist so viewers can easily watch them in sequence.
• Feature Popular Playlists: Highlight your most popular playlists on your channel’s homepage to capture the interest of new visitors.

Tip 10: Update Channel Setup and Links

Finally, ensure your channel setup is current and viewer-friendly.

• Channel Art: Make sure your current channel art aligns to your branding and key messages you’re trying to communicate. You may wish to visually showcase available products, key events, seasonality, and/or your team of expert crafters.
• Channel Links: Update links in your channel header and descriptions to reflect the most current website and social media URLs, products, or content.
• Channel Layout: Consider rearranging your channel tabs or featured videos to improve navigation and highlight your best content.
• About Section: Update the ‘About’ section with relevant keywords and a clear description of what new subscribers can expect from your channel.

Now that your channel and videos are optimized, prioritize keeping it that way!

Work on creating video content that builds on your top-performing content, updates outdated content, or fills topic gaps. As you prepare new content, make sure you’re uploading it with optimization in mind every time. Stitchcraft Marketing has created an easy template you can customize for your brand to help you upload optimized videos every time. Register for our newsletter to download it!

Update your channel whenever your most important URLs, products, or featured video content changes. Consider updating your channel artwork to align with new product launches, seasonality or key events throughout the year.

Want help auditing and optimizing your channel or with your future YouTube efforts? Stitchcraft Marketing is a marketing agency of crafting experts. We customize every program to showcase your brand, engage your customer base, and generate sales in a way that is nothing less than magical. Contact us today to get started!