Alex Mills: On recent episodes of Pro Church Daily, we’ve been talking about church growth and why attendance really isn’t the best way of measuring church growth and health. Instead, we’ve been recommending you use Next Steps for tracking church growth. But, how can you do that? Well, we’ve just created a free resource called The Church Growth Calculator Spreadsheet. It’s a downloadable spreadsheet that will allow you to use Next Steps to calculate and measure church growth accurately and empirically. It’s 100 percent free to download. You only can get it at the Nucleus Blog. Just go to blog.nucleus.church. You can download the spreadsheet. The blog post to look for, it’s called The Ultimate Guide to Measuring Church Growth. Again, blog.nucleus.church.
Well, hey there, and welcome to Pro Church Daily, the show, or in 10 minutes or less, you’ll get your daily dose of tips and tactics to help your church share the message of Jesus. Where we try and navigate the biggest communication shift we’ve seen in the last 500 years. I’m your host, Alex Mills joined, as always, by the boss man. It’s Brady Shearer, and today we’re talking about the 13-point YouTube Video Checklist.
Alex, YouTube is the second largest search engine in the world and the second most visited website in the world. And, if you want to rank a video on the first page of YouTube, because people are searching, looking to get answers to their questions, and if you can answer their questions with the video, well that’s how you’re meant to use YouTube.
We’ve been posting a bunch of videos using the following checklist, and they have helped us rise to the very first page, in some cases, the very first position in outrageously short periods of time. And so, we wanted to share this 13-point YouTube video checklist with Pro Church Nation.
Brady Shearer: Well, this is something you’ve been doing for a long time, right? Like you’ve been on YouTube as Pro Church Tools for a long time. This is part of how this company was built. You know, putting these free training videos on YouTube, and I’m involved in part of this process during the week, specifically a lot in the thumbnails and kind of the imagery of these videos. But this is your wheelhouse. So, why don’t you take it away? 13-point checklist.
Alex Mills: This is the checklist. Make sure you check the box on each of these 13 things, and you will be dramatically more likely to rank higher in the YouTube search rankings.
The first is, most importantly, keyword research. What are people searching for? Then you know what kind of videos to make to answer their questions. You’ve got to reverse engineer what people are looking for first.
For instance, a lot of people search for Steven Furtick on YouTube, so that’s why Steven Furtick can upload his sermons, and a lot of people will watch them.
Brady Shearer: Right.
Alex Mills: Spoiler alert. No one’s searching for your pastor on YouTube, so you can’t just upload videos and expect them to get views. You gotta follow a process. Similarly, very few people are searching for Brady Shearer on YouTube, but they are searching for, in this example, church lobby. 3,500 monthly searches in YouTube with .08 competition within the United States. So low competition, high searches. I found that data using a tool called Keywordtool.io.
So, I found this keyword church lobby, and I said, well, let’s make a video answering … People are searching for church lobby. We know what you think you should do with your church lobby. Create a kiosk. That’s awesome, using Nucleus. Let’s make a video for this showing them how to do it.
Brady Shearer: There you go.
Alex Mills: Step one. Step two. The intro of your video. The biggest drop off in YouTube videos is within the first couple of seconds. You need to explain in the first five to 10 seconds to a person that organically just stumbles across your video why are they going to want to watch?
So, at the beginning of every video I say, “Hey, in this video, you’re going to learn x, Y, and Z, and this is why it’s going to be awesome.” And then we jump into it, and then I say that all over again, but I expanded it. But I take those first five to 10 seconds to hook the viewer and say, “Look, you’re in the right place because this is what you’re going to learn.”
Of course, if they don’t want to learn that, now they also know, see ya. This isn’t for me.
Brady Shearer: Smart.
Alex Mills: Number three. The length of your YouTube video. YouTube’s number one metric that they’re paying attention to is watch time. Simply put, they want more people to spend more time on YouTube. So, if they know that your channel’s watch time is longer than the average, that is going to help in the ranking of your video because they’re going to prioritize your video over another because the watch time on your videos is longer. The easiest way to get a longer watch time, make a longer video.
So, this video is actually one of our shorter videos, but it’s still eight minutes and 56 seconds in length. I think the average watch time on our YouTube channel is about four minutes and 30 seconds, which has gone up about a minute on average or a minute and a half on average, so up 40 percent since the last year, and that’s helped with rankings. All we’ve done, made longer videos.
Checklist point number four. We call this the talk shock, also known as a pattern interrupt. When you’re doing a talking head video, which you’ll likely be doing if you’re creating a video to answer a user’s question … So for instance, if you used a Google search term, a YouTube search term like Bible translation, and you made a video called The Three Best Bible Translations for Churches in 2018 or whatever, you’d be doing, like a talking head video.
You need to keep your viewer’s attention, and it’s hard for them to just look at you as a talking head for a long time. So, we do a number of different things to work against this. We have multiple camera angles. We use text on the screen. We use a ton of B-roll, but we also use this thing called a pattern interrupt or a talk shock where I stop talking completely, and we do something else.
So at 50 seconds in this church lobby video, which we’ll have linked in the show notes of this episode of Pro Church Daily, we’re talking about the church lobby, and I say, “Hey, most people call this the welcome desk in the lobby, but maybe you call it something different.” And then we have this back-to-back-to-back cut of different people in the office, you included, saying, “Maybe you call it the welcome desk. Maybe you call it the fellowship hall. Maybe you call it the information station.”
Brady Shearer: Yes. My favorite.
Alex Mills: And it’s such this weird thing that breaks up the monotony of me talking, that it just grabs people’s attention back at it. And I like to put that at the beginning of the video just to condition the viewer, “Hey, stay on your toes because we’re moving fast with this.”
Number five, the call to action at the end of the video. Engagement signals within YouTube are very important. Comments, likes, shares, thumbs ups, and so I ask explicitly, “Give this video a thumbs up.” But I also, at the end of these videos, not the Pro Church Daily videos, but the videos we make specifically to rank high in search, a very specific call to action. So, in this video I say, “This church lobby setup is going to give you more Next Steps, and it’s going to help you do less administrative work. Which one are you more excited about? More Next Steps or less administrative work? Leave a comment below.” And the more specific and easy to respond you can make these calls to actions at the end, the more likely you’re gonna get a response.
Brady Shearer: Nice.
Alex Mills: Number six, Alex is often included in this. The thumbnail.
Brady Shearer: Yep.
Alex Mills: Three things we make sure to include in these thumbnails. Number one, big smiling or funny looking face. Humans respond to other human faces. Number two, bright colors. We use the Nucleus purple gradients on these thumbnails because they are bright and stand out in the rankings next to other videos. And then three, big large text. So the name of this video, as we’ll get to later when we get to the title, is The Super Church Lobby Kiosk, and so in big bold letters, we put church lobby kiosk. Someone just searched for church lobby. Now they’re seeing this big bright thumbnail with a smiling face, bright colors, and the exact word they searched for. They’re likely to click on that.
Brady Shearer: There it is.
Alex Mills: Number seven, the end card. So this is after the call to action. YouTube allows you to automatically add this to your video, and basically there’s just a link to watch another video as well as a link to subscribe. Someone’s watched your video, if they’ve watched all the way through, they probably liked it a lot. They’re likely to subscribe or watch another video, but you’ve got to give them that opportunity to do so.
Number eight on our 13-point checklist … We are killing this right now. Number eight, the title. So I already talked about The Super Church Lobby Kiosk. You’ve done the keyword research. You have your keyword church lobby, Bible translation. You need to include that keyword in the title. Otherwise, it’s not going to rank for that keyword. It needs to be in the title, so YouTube knows, “Oh, this is what we should include in the search indexing.”
Number nine, the description. You want to keep this to 150 words or more. In this example, my description is 287 words.
Brady Shearer: Okay.
Alex Mills: Put your keyword in the first paragraph of the description. So I’ll say something like, “Want to build an awesome church lobby kiosk?” Boom.
Brady Shearer: There it is.
Alex Mills: It’s in the first paragraph. Also include it two or three more times in the description as a whole, and then include some links at the end, so we have a link to Free Trial Nucleus. We have a link to check out the full post on the Nucleus Playbook.
Brady Shearer: Yep.
Alex Mills: And we have a link to follow me on Instagram, I think. Keep the description conversation.
Brady Shearer: Yeah.
Alex Mills: Don’t get uptight about it. Make it easy to read, talking, conversational-like.
Number 10, the tags of your video. First tag should always be your keyword, so church lobby, and then I like to use some different tools to help me generate some ideas for tags. A free tool you can try is called Tags Tube. I prefer a paid tool called VidIQ Boost to find other tags. If you want to do it manually, just use the YouTube search bar. So, type in Bible translation.
Brady Shearer: Right.
Alex Mills: A bunch of other long tail keywords are going to come up. So Bible translation for millennials, Bible translation, the best, and then just take those exact things that YouTube is bringing up for you in the auto fill search bar. Add them as your tags.
Number 11, the first comment of the video. Before I hit publish on the video, I actually add a comment. You can do this before you hit publish.
Brady Shearer: Okay.
Alex Mills: And I’ll just reiterate the call to action at the end of the video. So, I’ll write down exactly in the comments, “Hey, what do you care more about? More Next Steps or less administrative work?” And then I’ll put a bunch of fun emojis. I’ll pin that comment to the top.
This is something that we all do. We go to the video, and we go, “Ooh, what about the comments though?”
Brady Shearer: Yes.
Alex Mills: So you want to take advantage of that behavior and make sure you pin the comment that you want first.
Number 12, share the video once it is published on Twitter and Facebook.
Number 13, respond to every single comment and heart them, especially within the first week. Show that, when people do comment, you respond. Again, engagement signaling to YouTube that people are engaging with this video, of course, rank it higher.
So those are the 13 steps within the checklist before publishing your video. The results for this video within one week, one week, this video is now ranking number two in the world on YouTube for the search term church lobby, number one for church lobby desk, number three for small church lobby, number five for church lobby signage, number nine for church lobby signs, and number two for church lobby pics.
Brady Shearer: There you go. This stuff works.
Alex Mills: This stuff works. 13 point checklist. I know we breezed through it. Scroll back, listen again on 0.5 speed because-
Brady Shearer: Go down into the description. You’ll find some show notes, conversational in tone.
Alex Mills: Also helpful. And a link to the video so you can see how we did it. Just copy exactly what we did on that video.
Brady Shearer: Yeah.
Alex Mills: And that’ll do it for this episode of Pro Church Daily. We’ll see you next time.
Source : https://prochurchtools.com/the-13-point-youtube-video-checklist-ep-155/