When it comes to creating videos for YouTube, most brands go all out on production, and rightly so. Great video content is essential, but success on YouTube goes beyond what meets the eye.
In addition to great video content, you need compelling titles, eye-catching thumbnails, and compelling YouTube descriptions.
Not everyone has a way with words, and that’s okay. If writing isn’t your strong suit, consider working with a professional copywriter. But if you’re up for the challenge, here are some helpful tips to improve your YouTube descriptions and make them work in your favor.
Why are YouTube descriptions important?
YouTube descriptions serve two key purposes: to inform viewers about your content and to demonstrate its value to YouTube’s algorithm so it can be indexed properly.
All online content is posted with the intention of being viewed. If it’s not engaging, people won’t be interested enough to engage with it. The same goes for YouTube descriptions.
Descriptions help users discover your content by telling them what to expect when they click through to your channel or watch one of your videos. They can also include a call to action (CTA) to encourage people to share the video, comment, or continue exploring related content.
In order for your content to reach the right audience, YouTube’s algorithm must consider it valuable enough to rank it above similar videos. With a great YouTube description, you can explain the context of your video and make it easier for YouTube to index and rank it in search results. As a result, you’ll improve your YouTube search engine optimization (SEO) and increase the visibility of your content.
What a YouTube description should achieve
Your video description is a key factor that can influence whether viewers click on and watch your content.
Think of your description as a mini sales pitch aimed at potential viewers. Its purpose is to grab their attention, give them an idea of what the video is about, and guide them on what to do next.
A well-written description should:
Capture attention
The first few lines of your description are crucial, as they act as a hook to grab potential viewers’ attention quickly. The goal is to generate enough curiosity or intrigue so that they feel compelled to click on your video.
For example, starting with a provocative question, a surprising fact, or a bold statement can draw viewers in and make them want to know more.
Explain the content of the video
This part of the description should expand on the information about the video in more detail than the title allows. It’s your chance to provide context or background necessary for the viewer to understand what they’re about to watch.
Here you should focus on what the viewer will gain from watching the video. Explain the value proposition clearly. State what they will learn or how they will benefit. This can be educational value, entertainment, or practical tips that they can apply to their life. For example:
“After watching this video, you will know how to create the perfect YouTube marketing strategy.”
Include all necessary information
Include any additional information that supports the content of the video. If you mention specific products, people, or resources, provide links. Also add related links, such as to your social media, affiliate links, or campaigns you’re promoting. This gives viewers a comprehensive source of information without having to leave the video to find it.
Encourage interaction
Use your description to encourage viewers to engage with your content. If you want them to leave a comment, subscribe, or contact you via social media or email, say so explicitly. Not only does engagement help build a community around your channel, it also sends signals to YouTube’s algorithm that your content is valuable, which can increase its reach.
Indicate the next step
Including a link to your website, landing page, or third-party site is a great way to direct viewers where you want them to go. Do you have an affiliate link that will generate passive income for you? Add it here. You can also promote your service, product, blog, or additional content this way.
Now it’s time to learn how to write them. Follow these tips to write YouTube descriptions that attract viewers and encourage interaction.
1. Research relevant keywords
Google and YouTube are the largest search engines in the world, so when determining which keywords you want to rank for in your descriptions, research options on both platforms.
Keep your audience in mind when researching keywords. Target terms that are likely to be used by searchers interested in content like yours. Mix short- and long-tail keywords to maximize your ranking and visibility on both YouTube and Google.
2. Attract your audience from the start
The first 100-150 words of your description are the most important. This is the part that is visible in search results and appears before the “…more” button in the video description.
Users aren’t guaranteed to click through to read more, so you should include the most important information in the first sentence or within the first 100-150 characters.
3. Integrate your keywords naturally
While overusing keywords can hurt your rankings, including them strategically helps the algorithm pick them up. Ideally, you should mention them two or three times in your description. Make sure one of them appears near the beginning and distribute the others naturally throughout the text.
Using related keywords can also improve your odds. These are not exact matches, but they relate to the same topic.
4. Be concise
As we mentioned before, you only have a short time to engage your audience. 100 characters go by quickly, but if someone clicks “…more,” it’s still key to keep them interested.
Don’t ramble: Provide relevant information in your description and make sure each sentence has a purpose. Use specific terms to describe your content and avoid overly embellished language or long, non-essential anecdotes.
5. Provide details
Once you’ve provided the most important information, supplement it with additional details that will motivate viewers to continue engaging with your content.
For example, consider adding timestamps or chapters to your video. These tools allow you to organize your content into sections, making it easier for viewers to jump to specific parts of the video to find the information they’re looking for. It’s like an interactive index for your video.
6. End with a solid CTA
After describing the purpose of the video, tell viewers what to do next. End with a call to action that motivates them to continue engaging with your brand, whether through your YouTube channel, social media, or website. Add direct links to these spaces for easy access, and suggest other related videos they might be interested in.
There are multiple ways to optimize and customize your video descriptions to attract more attention to your channel. If you use them strategically, you will achieve more clicks, views, engagement, and conversions.
Don’t forget to monitor your videos after applying these tips. Check out this list of 10 YouTube analytics tools to improve your strategies.
