Why Are Your Videos Less Successful Than Your Blog Posts?

The pivot to video has been going on for several years and is a more permanent fixture than other marketing changes in the past, with nearly half of all online consumers wanting to view more video content over reading lengthy text. However, you may notice that your video content is not providing you with the same SEO results as a blog post. Do your videos contain these four factors? If not, consider adding them for better results.

Does your video have a full, optimized transcription?

Most videos watched on networks besides Facebook are watched on mute. If you are looking to entice potential viewers, adding a transcript and closed-captioning will easily display your information and make your video easier to crawl in search results. A bot will be able to go through the transcript, discerning important keywords. Upon initial viewing, your transcript may read differently than a traditional blog. This is because of the difference between spoken verbiage and written text. While a video may be more conversational, a blog will have more carefully placed keywords to make the piece easier to read.

Do you have an interesting featured image?

Your thumbnail is the first exposure many viewers will have to your content, especially in search results on Google or YouTube. If you have a boring image or something that isn’t relevant to the content of the video, users may be less likely to click on your video, negatively impacting your view count. If your video does not make an impact in views and shares, it may begin to fall in search rankings. When getting ready to publish your video, take the time to develop a unique thumbnail image with a person performing the action described. You can add a personal touch to the video while attracting potential viewers.

Are you trying to use the same process as a blog?

When it comes to scripting out your videos, it’s natural to look at your blog posts for ideas and talking points. However, it is critical to make sure you do not treat your video as a blog, and vice versa. While a blog can be as long as you want to go into detail and list examples that support your point, a video needs to be concise and to the point in order to keep the viewer’s attention. Take your major talking points for the video and create graphics or lower thirds to list them out, making it easier to skim to the relevant answers that viewers may have.

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