- It is a big mistake to start thinking
about the title of your video
while it's uploading to YouTube.
That is too late.
The difference between a video that gets millions of views
and a video that just flops is often how good is the title.
How enticing is it?
How much tension does it create in the brain
of your potential viewer?
And Lennon Bone-- he's a strategist for my team--
he is going to walk you through an example
of how do we craft and set up our videos
for more clicks, more views, more watch time,
more subscribers based on what we're doing with the titles.
Here's Lennon.
- Hey friend, Lennon here.
I am one of the strategists on the Video Creators team.
Today I am looking at Tech With Brett:
Tech Tutorials For You
and the big thing that I see on Brett's channel
is something that I'm hoping will become
kind of glaringly obvious as he watches this as well.
And that has everything to do with his titles,
bringing more value to the title.
So, what does that even mean?
Value is something that can be different for everybody.
So, in these videos, I feel like
he's targeting search in some way.
Getting Started With Google Stadia Account,
Games, Screens & Controllers, right?
Feels very search term-optimized.
Then we get down to this video and we're looking at
How to Create an Amazon Echo + Fire TV Home Theater System.
Now while he may have looked at that
in terms of a search topic of a long-tail keyword,
I'm gonna go ahead and push back
and say this is a human element.
We're thinking of keywords here
not in terms of keywords like you usually think,
but in terms of context.
How can you give more context
to what the viewer actually wants?
And to me, the viewer actually wants to get more value.
So, how is he giving more value?
He's gonna teach you not only
how to do something with the Amazon Echo,
but he's gonna teach you how to make a home theater system
with your Fire TV and your Amazon Echo.
That is quadruple value than what you're gonna usually get
with In-Depth Look at Flic 2 Smart Buttons & Hub.
Okay, that's great.
So is every other tech review channel.
They're giving you those same ideas, right?
So, you may be asking, "How is that title more valuable?"
So let's look at these ideas of value
and what I'm really looking at here are functional values,
values like saving you time, saving somebody money,
reducing effort, organizing.
These are the kind of things that if you can think of
what is the value that I'm giving to someone
from a functional standpoint
and you can use that idea in your title,
you are going to definitely get more views.
This is one of the most common things
that I see in our clients.
Now let's go back to look at how Brett has done this already
in his best performing videos.
10 Galaxy S10 Hidden Features.
Two million views.
Immediately, he's giving more value there.
Hidden features, something that we're not used to.
He's saving us time, he's reducing effort,
and allowing to get something
that's a lot more tangible here.
Everything the Google Home Hub Can Do.
Talk about saving time and reducing effort
and organizing something for you.
That's the most functional title.
1.2 million views.
Here he played off it again:
Everything the Amazon Echo Show 5 Can Do.
So now let's go back to some of these newer videos
and think of how could they be titled
to bring more value to the viewer.
So if I'm looking at this idea
of the Setup & Feature Walk-through
of the New Google Pixel Buds,
I feel like most people are looking at these kinds of videos
to think, "Should I actually buy this?
"What's the difference between
this product versus the other?"
And he actually does this;
he sets these side by side and lets us look at them
and says, "This is the different size ranges.
"This is the difference in the packaging,
"the differences in the feeling."
So, what does somebody wanna do here?
They wanna save time and save money.
They wanna understand should I actually buy this product.
I might say something like
The New Google Pixel Buds have THIS over the competition.
So, I'm doing two things with this title.
I'm opening up a story loop 'cause I'm saying
this is the way that this outperforms the competition
but I'm not telling you what this is.
So that creates intrigue.
It lets somebody be like, "Well, what is the thing
"that it has that the others don't?"
And then I'm providing more value
from a save time and money standpoint
because I'm already saying,
"This is outperforming the competition."
And that's what you wanna know when you're coming into it.
So, let's do one more.
Make Your Buttons Smart With SwitchBot.
So, the idea here is "Can't find a smart device
"to switch your non smart buttons?
"The SwitchBot is the smart home product for you!
"You can turn off lights, TVs, and more."
So to me, the real problem that you're solving here
is that somebody doesn't have a smart device.
You can't turn this into a smart device.
So instead of saying,
"Make Your Buttons Smart with SwitchBot,"
you might say something like,
"Turn ANY device into a smart device"
or "Turn ANYTHING in your house into a smart device."
So the idea here being that you can take any device,
any piece of tech, and turn it into something
and then you show the story element
of that in the thumbnail.
He's showing a boombox or a camera or something here
but that's the other thing
is I can't really tell what it is.
So, you'd wanna be really clear
and maybe show you speaking to Alexa
and this old piece of tech turning on.
Just showing that story a little bit
mixed with "Turn ANY piece of tech into smart tech."
We're just looking for more ways that we can
save somebody time, reduce effort, save money,
those kind of functional values
that people are really looking for.
So, the next time that you're thinking about your titles,
I want you to start with this idea:
What is the problem I'm trying to solve
and how will this video do it?
If you can answer that in your title
and then complement that with your thumbnail,
you're already gonna be off to a better start
than trying to keyword-stuff the whole thing.
Remember: Think context, not just keywords.
- Now, as important as all that is,
remember that your titles are only one part
that gets people to click and watch your video.
Your thumbnails are actually just as important.
The title and the thumbnail, they need to work together,
complement each other in order to earn that click
and then start getting that viewer
to really love your content.
So what I did is I sat down with
another YouTube educator, Derral Eves.
You click right here to go watch that video.
He just talk about the secrets behind
the thumbnails that get the most clicks
and get the most traction on YouTube
so that you can implement those principles on your content
and get more views and clicks on your videos as well.
So click that video right there
and I'll see you over in that next one.