YouTube - Video Best Practices
YouTube - Video Best Practices
YouTube - Video Best Practices
A B
USE YOUTUBE INTERACTIVITY: for videos that are .06s (bumpers) and 15s videos, use the
following tools to invite users to take an immediate next step across all screens.
A) CALL TO ACTION OVERLAY: an auto-expanding lever enabling brands to invite immediate, actionable
and measurable next steps from every video.
❏ Use Cases: invite users to “Learn more,” “Visit the website,” “Buy now.” etc, drive users down funnel
while also including more upfront branding with image/logo.
❏ Quickspecs: Headline: 1 line of 25 characters maximum. Display URL: URL that will be shown
Destination URL: can be a tracking url, can be a redirect and/or link to an external site.Thumbnail:
must be hosted on YouTube, JPG or GIF only, 74x74 pixels. Learn More: Call To Action Overlays.
B) SHORTENED URLS: Use as a supplement to Interactivity by inserting key links in video description
(before character cut-off) to invite users to next steps. Learn More: Shortened Url
❏ Use Cases: invite users to “Learn more,” “Visit the website,” “Buy now.” etc, drive users down funnel
and use tracking links to further measure post-click/post-watch.
MEASURE: Insert tracking levers like third-party tags to monitor post-click data.
A B
USE YOUTUBE INTERACTIVITY: for videos that are .06s (bumpers) and 15s videos, use the
following tools to invite users to take an immediate next step across all screens.
A) CALL TO ACTION OVERLAY: an auto-expanding lever enabling brands to invite immediate, actionable
and measurable next steps from every video.
- Use Cases: invite users to “Learn more,” “Visit the website,” “Buy now.” etc, drive users down funnel
while also including more upfront branding with image/logo.
B) END SCREENS: End Screens are a cross screen feature that appears on the last few frames of a videos.
- Use Cases: Invite users to “Buy Now,” “Get the App,” “Watch More,” “Subscribe,” “Visit your website”
etc.
C) SHORTENED URLS: Use as a supplement to Interactivity by inserting key links in video description
(before character cut-off) to invite users to next steps. Learn More: Shortened Url
- Use Cases: invite users to “Learn more,” “Visit the website,” “Buy now.” etc, drive users down funnel
and use tracking links to further measure post-click/post-watch.
MEASURE: Insert tracking levers like third-party tags to monitor post-click data.
❏ Post-Click/Post-View: Reporting for CTA Overlays is available in YT Analytics and in Adwords.
❏ Use Tracking Parameters: use additional tracking mechanisms such as Google Analytics UTM
codes, appended to the end of click-through urls within these levers. This will enable tracking of
post-click data.
ADJUST VIDEO CREATIVES: modify the video for the digital canvas on YouTube before the upload
❏ THE FIRST 5s: Insert audio and visual branding elements with clear call to actions to grab the user’s
attention in the first five seconds. TIP: Use a consistent/template for branding frames for easy
implementation across all TVCs.
❏ CONSIDER THE CANVAS: Creating custom thumbnails, graphics, logos or other creative elements
(detailed below), optimize for viewing across multiple screen sizes and devices.
❏ END WITH ACTION: Extend video with 5 -20 seconds (depending on length) of branding frames at the end
with logo positioned in the center to accommodate the addition of End Screens after upload to
YouTube.
❏ TITLE: be concise, limit to 45 characters or less for SEO and viewability, label brands/series.
❏ THUMBNAILS: use custom, click-compelling, visually accurate and unique images for every video.
❏ DESCRIPTIONS: keep it short with 1-2 lines answering “What am I watching?”& insert shortened urls
to drive users to take action before the character cut-off to “show more” on watch pages (more info below).
DRIVE ACTIONS: Prompt users to take an immediate next step across all screens
❏ CALL-TO-ACTION OVERLAY (30s, 15s): Ideal for shorter content, use this auto-expand lever on
videos where there is an actionable next step and DR/performance goals.
❏ INFO CARDS (60+s): Use with longer brand content to offer the user multiple next steps or keep
them moving within the purchase funnel. Examples include: “Learn more,” “Download the app,” “Buy
now,” “Watch more,” etc…
❏ END SCREENS (30s, 60s+): Make your final frames count on every video. Add important links such
as “Watch more,” “Learn more,” “Subscribe,” etc… to encourage user interest in your brand.
❏ SHORTENED URLs (all): Insert key links in video description (before character cut-off) to drive users
to where you want them to go and track which destinations are resonating with YouTube viewers.
MEASURE: Insert tracking levers to track actions, monitor post-click data and optimize campaigns.
❏ YOUTUBE ANALYTICS: Reporting for Info Cards, Call-to-Action Overlays, and End Screens are all
available in YouTube Analytics.
❏ TRACKING PARAMETERS: use additional tracking mechanisms such as Google Analytics UTM
codes, appended to the end of click-through urls within these levers. This will enable tracking of
post-click data.
❏ TITLE: Grab attention, but be concise. Titles that are 45 characters or less are optimal for Search
and user viewability. (Ex, Brand Name: Unique Video Title)
❏ THUMBNAILS: Compel clicks visually by using custom thumbnails to make your videos stand out,
while accurately identifying the content and your brand.
❏ DESCRIPTIONS: Get to the point. Answer the basic user question, “What am I watching?” and insert
key links to drive users to take action.
ACTIONABLE: Prompt users to take an immediate next step across all screens.
❏ CALL-TO-ACTION OVERLAY: Ideal for shorter content, use this auto-expand lever on videos where
there is an actionable next step and DR/performance goals.
OR
❏ INFO CARDS: Use with longer brand content to offer the user multiple next steps or keep them
moving within the purchase funnel. Examples include: “Learn more,” “Download the app,” “Buy now,”
“Watch more,” etc…
❏ END SCREENS: Make your final frames count on every video. Add important links such as “Watch
more,” “Learn more,” “Subscribe,” etc… to retain user interest in your brand.
AND
❏ SHORTENED URLs: Insert key links in video description (before character cut-off) to drive users to
where you want them to go and track which destinations are resonating with YouTube viewers.
MEASURABLE: Insert tracking levers like third-party tags to monitor post-click data.
❏ POST-CLICK TRACKING: Reporting for Info Cards, Call-to-Action Overlays, and End Screens are all
available in YouTube Analytics.
❏ TRACKING PARAMETERS: use additional tracking mechanisms such as Google Analytics UTM
codes, appended to the end of click-through urls within these levers. This will enable tracking of
post-click data.
TIP: Videos take 24-48 hours to index on YouTube Search, pad your media launch timelines to account for this.
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Learn more about Call to Action Overlays Learn more about Cards Learn more about End Screens