The popularity of video content is increasing, and so is the demand for individuals who can create compelling video content.
The video content that we see online today is usually very polished and perfect – there is a lot of money to be made in this space, and it can be hard to compete if you are not equipped with the right tools.
What is copywriting on youtube?
The answer is relatively simple: it is the written and spoken content surrounding a video.
On Youtube, a video’s content will typically appear in two places – the description and the title.
The description is essentially the video’s copy (written content), and it appears below the video on YouTube.com. The description is a concise text-only summary of the video, containing the same information that appears in the titles of the video.
The title is the content that appears at the top of the video when it is played. A title is typically between three and six words long, and it appears in a relatively large font size. The title of the video serves as both an SEO element as well as an element that will draw viewers into the video – if the video is interesting or compelling enough, the title may be all that a viewer needs to get interested.
In addition to the description and the title, Youtube creators should also write additional content for their videos, such as:
- A short bio about the person featured in the video.
- A short intro about the event or subject matter of the video.
- A list of comparable products that are associated with the topic area of the video (e.g., a guitar pick for a guitar video).
- Various informative links to other sites and articles relating to the video’s topic (e.g., a video about Taylor Swift and other stars’ fashion designs).
By effectively utilizing these three elements – description, title and content – a video’s overall appeal can be greatly enhanced.
Why should you focus on copywriting for your Youtube videos?
It is a common misconception that if you have a nice looking video, then it will automatically be compelling and interesting to watch. Creating a watchable video requires some effort, and properly written copy can help immensely with this effort.
The role of the description is to hook the reader into wanting to watch the video – to make the video interesting and informative, but not so verbose that it becomes distracting or hard to follow.
The role of the title is to make the video distinctive – to identify it as something new and different, and to encourage viewers to click on it to learn more.
Together, the description and the title form the first line of defense for a video – they are its hook to catch viewers’ attention and keep them interested.
A comprehensive and informative description combined with a title that effectively conveys the message of the video will make a world of difference, and ensure that your videos stand out among the millions of other videos on the site.
Where do I start?
There are several places that you can write your video’s copy, but you should start with the thumbnail text that appears below the video on Youtube.com. When a visitor clicks on this text, they will be taken to your video’s page on Youtube. You should include all of the information that appears in the title and the description of the video on this page – a clickable video thumbnail is the perfect place for additional copy, as well as a heading and a few paragraphs of text.
You should also consider writing a short bio about yourself – including a link to your website or social media accounts – to create a more complete profile for potential customers who are exploring Youtube for the first time.
When should I write my video’s copy?
You should write your copy before you film your video, or at least a few weeks or months before the video is posted – however, it is also good practice to revise it periodically as you go along.
The reason for this is that videos that are written in a rush usually suffer from a lack of polish and may even contain errors – be sure to put some careful thought into the words and sentences that you use, as well as the order in which you present the information.
In addition to revising the copy as you go, it is also important to respond to comments from your audience – either directly on Youtube, or on your website or social media accounts.
What is the most effective approach to take?
The best approach to take when writing your video’s copy is to start from the outside and work your way in – this helps to establish the tone and content of your message upfront, and makes it easier to keep the reader’s attention throughout the copy.
From the very first sentence, you should attempt to hook the reader into wanting to watch the video – what is your video’s main message? What makes it special?
Once you have the hook, you can move on to the next stage – the body of the text.
The body of the text should include all of the information that is necessary to effectively convey the video’s main message. You should try to avoid any unnecessary wordiness, as this will make the text hard to read – concise and easy to understand.
In the body of the text, you should include a short description of the person or people who appear in the video, as well as a short summary of the event or subject matter that is being discussed. For event videos, you should also include a brief intro or a pre-planning chapter that discusses the rationale for the event, as well as the objectives that you have set for yourself (e.g., raising brand awareness, generating leads, etc.).
In the case of a YouTube Video that discusses a new product or service, you should include a brief description of the product, and explain what makes it special – why should the viewer care? What sets it apart from other similar products?
Depending on whether you are writing for a blog or website – or if you are posting directly to YouTube – you may also want to create specific content for each platform that your video will appear on (e.g., a separate blog post for each platform, or a separate web page for each platform).
If your video will appear on several platforms, it is a good idea to create a short Bio for each one – including a link to your homepage if you have one. This will make it easier for the viewer to navigate between your different platforms.
How long should my video’s copy be?
The best practice for video’s copy is between one and two minutes – but longer videos tend to work better when they are paired with strong visuals and an engaging soundtrack.
The ideal length for video content is around thirty seconds to two minutes – this space allows for an effective combination of words and imagery, as well as ample room for the audio to play without feeling too much stress that the listener might tune out (especially if the audio is bad or faulty).
If you have a longer video without strong visuals or an engaging soundtrack, it can be hard for the viewer to keep their attention – especially when there are hundreds of videos to choose from on the internet.
Include keywords as you would for any other type of piece of content – be sure to include these words and phrases in your captions and throughout the text, and try to sprinkle them wherever possible in the writing – it is also important to revise your content at least once a week, and potentially more frequently if you are gaining new views or subscribers regularly.
An effective YouTube video will have a complete and informative description – including all of the keywords and phrases that you have researched for the video, and a strong title that effectively communicates the video’s main message. In addition to these elements, the body of your text should contain enough information for the reader to want to know more – to make them click on the video to learn more.