Episode 51 – Problem (NOT solution) focused videos for more YouTube subscribers
Justin is one of the guys behind Primal Video. Together with his brother, Mike, they have built a multi-six figure video production company, grown a community of over 100,000 subscribers on YouTube, developed recurring income models that grew their business while they slept, and coached tons of entrepreneurs to do the same.
Justin’s One Hot Thing…
- Creating problem focused videos for more YouTube subscribers
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My One Hot Thing has really come from looking at the biggest problem that we’re seeing out there and that’s people not having a strategy for the content that they’re creating.
Most of us start out creating the videos that we think that our audience wants. So we’re focused on putting out the best tips, the best solutions to problems. But that’s not what people are actually typing into Google Search or YouTube search.
We need to remember that those two platforms are search engines. That’s where people go to solve their problem.
The problem versus solution distinction
They’re typing in the problem, not whatever the actual solution is. And that’s the biggest distinction.
So while we think we’re helping people with our content, if we’re just releasing tips and not coming into with the strategy and knowing what our target audience, or target customers, or the ideal viewers for our videos, if we’re not sure of exactly what they’re typing into that search bar, it makes it really hard for your videos to be featured and show up in search.
So it’s a really subtle distinction between the two but it’s a massive difference between showing up somewhere maybe on page 10 or 20 and showing up on page one.
And it really helps you create your videos faster as well. Once you’ve done that research, not only are you aware of the words that they’re using, you also know exactly what to speak to in the video.
So it could be that you might be dumbing it down a little bit or going a little bit more 101 and then you’re picking them up there and resonating with them or relating to them, telling them that you understand where they are right now.
And then take them to a more advanced level and help them through what maybe the next problem once you’ve solved that problem with them is. So it’s all about value and adding value to people. Not just amounts of content or anything like that.
Yes, repurposing is an amazing strategy once you’ve got the content out there and once you’ve invested that time, definitely, definitely repurposing. That is probably one of the biggest things that you can do. But if your content doesn’t have that planning up front, it makes it a lot harder to actually get that traction, that return on investment from creating the video.
So really it’s as simple as looking at the YouTube and Google auto fill. So start typing in some of the ideas and things that you’ve got that you wanna create topics around and whatever shows up in suggestion, in those auto fill, did you mean this, did you mean this phrase?
That’s what Google and YouTube are telling you that people are searching for. Those are normally ranked the highest ones in that suggested box are the ones with the highest amount of searches per month.
Here’s an example…
I have an example for you. It’s one of the first videos we created. I thought this video would be a game changer for people, a video editing tip and it was the shortcut keys J, K, and L.
In video editing, if you actually learn these shortcut keys, you will be able to learn to edit faster. So my goal, was to help people to edit faster. So we titled the video, “J, K, and L to edit faster”
The problem is, no one is searching for J, K, and L! They don’t know that that is the thing that could change the game for them with editing.
We should have been thinking about titles like, ‘How to edit faster’ or ‘What editing software should I use?’ They’re way further back then knowing about J, K, and L and what that actual tip or solution is!
So think about videos you’re putting out there now and whether they’re focused around what the tip is or on the overall problem. You need to be the one that’s introducing what that solution or the best tip is for people.
Good titles are along the lines of ‘Best way to solve problem x’ or ‘How to solve x’. Or it could be a comparison, ‘Best X for Y, ‘Best video editing software for Windows’.
You can get really specific with this stuff. It’s a good idea to do some research and see what other videos are out there and people who are creating the videos already that you’d like to create. See which ones are showing up first and the ones that are getting those search results
Tools for optimising your videos for search
We use Keywords Everywhere which is a Chrome plug in. It used to be totally free, but even now it’s like a dollar for 10 thousand searches or something ridiculously cheap.
So when you type in Google or YouTube auto fill, it actually gives you the Google search volumes in line with that the other suggestions that come up.
The other one that we use for YouTube, for the optimization and overall channel optimization and channel management is TubeBuddy. There is a free version, but obviously the more you pay the more control over your channel.
It shows you the different keyword ranking and the different competition out there. It’s a great way to get some more data around the topics that you’re going to create before you create them.
Big Tip! Putting the keyword in the actual video script!
Once you’ve decided what keyword or phrase you’re using after doing your research, you’re not only putting those keywords in the title of the video, the description and maybe in the thumbnail but you can actually add those exact keywords in that exact order that people are searching for inside the first couple of sentences in your video.
YouTube is transcribing your videos and is looking to see if the title matches the description, and matches what you’re saying the video and what the user has typed into the search bar.
I will literally use a teleprompter for the first sentence to make sure that I am saying those exact words in the right order, because even mixing them around is not a perfect fit for what people have typed in.
So to give you an example, if we’re doing best video editing software on Windows. I would start the video by saying, “Are you looking for the best video editing software on Windows? In this video I’m going to talk you through blah, blah, blah.”
So you’re hitting on exactly those words. Not just just off the cuff but saying it in the right order – that’s gonna put you miles ahead of most people out there creating videos.