draws more viewers than any other
platform, and you don’t need to
be a YouTube devotee to discover
your work.
For example, if you do a broad
search for a topic with Google’s
video filter, the first few pages
of content will be projects on
YouTube. Don’t believe me?
Type in “ducks swimming” and
see what you get. While many
watchers are routed from Google
to YouTube, viewers do also
search directly through YouTube,
specifically for short-form con-
tent. Comedy, animals, music,
How-to and DIY videos do well
on the platform, especially when
it comes to discoverability. Of
course, that doesn’t mean that
it’s the best match for your video.
For example, longer scripted
dramatic content still seems to
get buried.

BUSINESS

Optimizing your video for discoverability

It’s important to consider the types of videos

viewers normally search for and watch on a specific

platform. Content on Twitch, Snapchat, Instagram,

Facebook and Vimeo tend to draw more distinct

audiences. Viewers will typically go to these web-

sites first to search for specific content. However,

this distinction is not just limited to subject mat-

ter. Some platforms skew towards certain age and

gender demographics.

Remember, platforms tend to be very fluid these

days. Twitch is a great example of this. Although

the platform started with and is still focused on live

streaming of video games, it has expanded to include

non-gaming projects such as music, IRL (in real life)

and other creative content. This variety is also draw-

ing more women to the platform.

THE POWER OF THE RIGHT WORDS

Finding the most effective SEO keywords can some-

times be very challenging, especially when dealing

with complex subjects and storylines. Let’s look at two

very different films as examples of this.

Inspired by a true story, Rocky is an award-winning

film about a struggling American boxer who over-

comes obstacles to become the world’s heavyweight

IT’S IMPORTANT

TO CONSIDER

THE TYPES

OF VIDEOS

VIEWERS

NORMALLY

SEARCH FOR.

“

IRL streaming is a new genre that takes live streaming out of the game

room and into the streamer’s daily life.