3 Ways for Tourism Brands to Optimise YouTube

October 2, 2020 3:04 pm

Is your tourism brand’s YouTube channel a go-to destination? 

Tourism brands pride themselves on offering travellers the optimal experience, but too few think about offering that experience on their YouTube channels.

The purpose of your tourism brand having a YouTube channel in the first place is to entice people into visiting your destinations, right? But if you want people to discover your destinations in real life, you have to ensure they can find you online first.

One of the most used resources people turn to when planning a holiday is YouTube. Travel blogs, influencers, accommodation reviews – you name it, it’s on YouTube. It should be on your tourism brand’s channel, too. And your channel needs to be optimised.  

Here are three quick tips to help your tourism brand get its YouTube channel optimised. 

1. Make sure your videos are optimised

Google owns YouTube, so it’s important to think about YouTube as a search engine, and that’s because it is one. Like all things related to search engines, if you want people searching for your content, you need make sure it’s optimised.

In relation to YouTube video optimisation, this goes deeper than simply embedding your videos on your website. 

Here are a few things to keep in mind when optimising your videos for both YouTube and Google’s search engines:

  1. Make sure the original file name of your video is relevant to your video. Let’s say your video is about how to take the perfect holiday selfie. Avoid a file name like Clip_0001.mp4. Instead, aim for something like Taking the perfect holiday selfie.mp4. 
  2. Your video must be public. (Unless it’s for in-house eyes only). 
  3. Your video titles should be relevant to their content and likely search phrases. 
  4. Write detailed,keyword-rich video descriptions. 
  5. If you’re including links in your description, they must include the https:// prefix. 
  6. Relevant keywords are great, but too many look like spam.
  7. Pay attention to your thumbnail. YouTube is a visual platform, so make your thumbnails relevant, engaging, and enticing. 

2. Put your videos in relevant playlists

Your next step is to organise your videos into playlists. Why? Well, because playlists make your videos easy to find and they make your channel much easier to navigate. Plus, neatly organised playlists will just make your channel look all that much more professional.

As a tourism brand, you may choose to organise your videos into playlists based on destinations, activities, accommodations, travel tips, and more. The choice is yours here, but make sure your videos all go into playlists that make logical sense. You’re trying to make your viewers’ lives easier, not harder. 

3. Put some effort into your channel’s homepage

The homepage of your channel is a crucial step in optimising your YouTube channel. While many people may discover your videos randomly, when they actually decide to learn more about you, they’ll likely head straight to your channel. It’s crucial to make a great first impression here. Think of your homepage like the digital lobby to your video content – keep it clean, organised, and make it a reflection of your brand’s personality. 

Here are a few homepage tips: 

  1. Make your channel icon consistent with all your other social media platforms. 
  2. Add a channel trailer. 
  3. Update your about section. 
  4. Make sure all your links are up to date. 
  5. Pay attention to your liked videos. These will appear in an automatically-generated playlist on your channel, so you should be aware of the content you like. 

Gaining traction on YouTube comes down to a number of factors, some of which are well and truly outside of your control. And that’s why it’s crucial to put some time and effort into the things you can control on the platform. 

Start with these three tips, and your tourism brand will find itself in a much better place than you were before. 

Need some help with your YouTube channel? Get in touch and let us guide you through the process.