I would very much like to hear from authors on how they use the video trailer of a book to take it to its readers. Do share.
The issue here isn’t what to do with a book trailer, it’s what to do with videos in general. Most video creators don’t pay attention to how video actually works. So, they spend the time, effort and possibly money to have a video made, but then don’t use it properly.
Here are just a few thoughts for you on how you can get the most out of any video that you create.
Create Your YouTube Channel
First of all, make sure you have your own YouTube channel. I’m assuming if you have videos created, you’ve got one.
In the channel settings, make sure that you populate the About information, including a good profile image and cover art to make the channel engaging. That includes making sure that there are links to your website as well as to your book listing.
Set Up Featured Content
To help prospective viewers learn more about you, go into your channel settings and set up the featured content so that at the end of the current video a viewer is watching they are prompted to watch another one on your channel.
You can also define a featured video for the channel as a whole. This is the one that appears on the front page when someone visits your channel. This is a great place to use your book trailer or a video clip of you speaking or at a book signing event.
Brand Your Content
You may also choose to add a watermark to all of your videos. Use a single color version of your logo with a transparent background. Keep in mind, this is tiny. (Once again, this is simply to create brand recognition.)
When visitors click on the watermark, they will be automatically subscribed to your channel.
Include Robust Video Descriptions
Now, for every video that you upload, it’s important that you provide a comprehensive description and tags. End each description with links to your website and, as appropriate, your book. Ensure that the description and tags include the keywords that people would be using to search for the content you have created.
Provide Audio Transcripts
And here’s the most important part that most people skip. In your Video Manager, edit the video and go to “Subtitles and CC,” which stands for “closed captioning.” When most people think of closed captioning they think of the subtitles that allow hearing-impaired individuals to be able to know what the video is about. In this day and age though, closed captioning does a whole lot more.
You see it’s through the subtitles that the search engines know what your video content is about. So it acts as SEO for your video and your content.
If you don’t provide the subtitles yourself, Google, the owner of YouTube, attempts to figure out what the audio is saying on its own.
Never trust a computer to translate.
I have a author coaching client who recorded a video to perspective authors. Due to noise in the background, Google believed that she was talking about cows. I guarantee you there is not a single time that she use the word “cow” in her video, yet she ranks well for them. Not exactly the kind of exposure she wanted…
Once you’ve managed to make sure that your channel and content are optimized and that you guide viewers from one video to the next within your channel, you can create subject-oriented playlists, share your videos on Facebook and other social networks, embed your videos in blog posts (both on your website and in LinkedIn), and so much more.
I’ve also used book trailers at speaking engagements to introduce myself.
I hope you find these suggestions useful in your quest for creating more visibility for you, your book and your videos.
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