Dogs Trust Dog School was one of the most successful charity campaigns we created for digital platforms. Here’s how we delivered 1000% more YouTube views on their channel.
Success doesn’t come overnight, especially when it comes to creating video campaigns for charities. When you consider that 6 out of 10 people prefer online video streaming to live TV and that 300 hours of content are uploaded to YouTube every minute, it’s clear that video is the perfect medium for companies and organisations to communicate with their audiences.
Dogs Trust Dog School got in touch with Account Manager Jason Jayes and asked us to create a series of e-learning films to increase awareness about their dog training program. We followed these 4 steps to ensure that the videos would be relevant to their audience and get the most YouTube views.
1. We selected topics that people were genuinely interested in
If the topic isn’t something that people care about, don’t expect to get any views. Instead of hoping that the YouTube views will eventually come with time, it’s far more effective to research what people are searching for, and then create video content that fulfils those demands.
We started performing research within YouTube itself. When you type in search terms related to your subject, you’ll receive a selection of suggested results. This feature was designed to help users find content which relates to their interests, but it can also be used by marketers as a keyword research tool.
For Dogs Trust Dog School, we initially realised that “dog training” videos and “how to train your dog” were very popular on YouTube. Each search term had approximately 8 million and 15 million results, respectively.
With the help of tools like Tags for YouTube, Vid IQ, Keyword Tool and Google Keyword Planner, we learned more about how each keyword performed and concluded that “dog training” had a much higher search interest, with approximately 50,000 monthly searches. We’ve also collected channel tags that we used at a later stage on this project.
Lastly, we took a look at what kind of videos other channels were doing (if they are doing well) to start guiding the initial creative concepts and test them with Dogs Trust Dog School’s online audience.
2. We tested and learned from their audience
Not only did the videos need to be creative and entertaining, but they also had to offer something relevant to the viewers. Our creative team’s Ryan Goodge developed 5 tutorial videos with a step-by-step approach, such as “How to”, “Simple Ways To” and “5 Tips To”. We produced and published the videos for about one month and then checked what was the watch rate on each of them.
The initial tests had a watch rate of around 80% and a high amount of YouTube views. We used the insights to influence the rest of the content strategy and produce more videos. After we published the following tutorial videos with the same concept, the average watch rate was around 78% – which is technically the full video, since the remaining 22% are credits and end screen.
3. Using titles and descriptions that fit everywhere
The title and descriptions play an important role since they help the videos get more YouTube views through in-platform search, Google search, related search and recommended videos.
The main title of the videos needed to be catchy and effective. The challenge was to make sure that they were optimised and had no more than 50 characters. In that way, they wouldn’t get cut when featured as a suggested video.
There isn’t just one, but two descriptions that we needed to create. The first one is a short 234-character description before the “Show More” button which included a link to their website. Then, the second description comes in, which is a longer text (up to 5,000-characters) explaining Dogs Trust, what they do and where to find more relevant information, as well as contact details.
4. We’ve used everything YouTube offers
– Full channel upgrade
Not only did we keep Dogs Trust Training School’s YouTube channel up-to-date, but we also gave it a refresh. We made sure that it had a consistent flow, followed branded guidelines and that content was being published every other week. While it may not seem that important, it clearly shows your presence on the platform and lets people know that you are a reliable source of content.
We put some time to create branded thumbnails, which work to as mini-posters for the videos
It is essential to provide subtitles at least in the channel’s native language for accessibility purposes. Also, there is a large portion of people who watch videos without sound.
We’ve arranged the videos so that they are grouped by topic. We were also able to add playlists on the End Screen, giving viewers a selection of content to choose from.
– End Screen
The End Screen is a great way to place branded information, ask viewers to subscribe and direct them to other videos.
– Relevant tags (not price tags or graffiti tags, but video tags!)
These were the keywords we researched on the first stage – not only they have a high search volume, but they helped the videos to be featured on the Suggested Videos tab.
And the results were…
increase in channel views and watch time
increase in shares
increase in views from organic search