Don’t just create videos. Optimize them for better rankings, engagement, and multi-platform visibility in 2025.

Even in 2025, as platforms like LinkedIn (not known for creativity) embrace more video content, many new clients are yet to incorporate video into their organic strategy. Many clients remain hesitant about utilizing video. They are unsure how to incorporate it into their organic strategy. This reluctance is surprising. Video has become a predominant form of consumption on social media. It often results in higher engagement rates compared to traditional text posts. Despite the clear benefits, video allows businesses to convey messages more dynamically. It captures audiences’ attention more effectively. However, many businesses are still hesitant to adapt their content strategies. This hesitation may arise from not understanding how to produce quality video content. It could also be due to a fear of adopting new technologies. As we guide our clients, we emphasize the importance of embracing these innovative formats. This helps them to stay relevant in an increasingly competitive digital landscape.

So, why on earth would you hesitate to invest in video?

Here are some key reasons: first, they highlight the significance of effective communication in fostering strong relationships; second, they demonstrate the impact of collaboration on achieving collective goals; and third, they emphasize the importance of continuous learning in adapting to ever-changing circumstances and improving overall performance.

• Increased SERP visibility: With a targeted strategy, YouTube videos have a higher chance of appearing prominently in the SERPs. This enhances brand visibility. It also drives organic traffic.
• Enhanced user engagement: Videos often lead to longer watch times, improving user interaction with brand content.
• Higher click-through rates: Video thumbnails can attract more clicks compared to static images or text links.
• Improved SEO rankings: Incorporating video content can boost overall website SEO by increasing dwell time and reducing bounce rates.
• Social media sharing potential: Video content is more likely to be shared across social media platforms. This increases reach. It also boosts audience engagement.
• Ability to convey complex information: Videos can simplify complicated topics, making it easier for viewers to understand and retain information.
• Mobile viewer accessibility: With the rise of mobile usage, videos provide a more accessible format for consumers on the go.

• Higher (and longer-lasting) engagement: Video content fosters deeper engagement, encouraging longer view times and generating sustained traffic over months or years.
• Multi-platform reach: Optimized videos could appear on both Google and YouTube (the world’s two largest search engines) and social media platforms, expanding brand visibility across channels.

None of this should be new information, right? 

But much like reach campaigns, sometimes repeated exposure leads to eventual action. 

If you’re inspired to ramp up your investment in video, let’s roll up our sleeves and get into optimization.

1. Tear Apart Your Current Videos!

Assuming you’ve posted some video content to YouTube, there’s a wealth of knowledge waiting to be embraced as you move forward!

• Review all published videos to:
  • Check performance metrics like views, watch time, likes, comments, and shares.
  • Identify videos that have performed well and analyze what elements (e.g., titles, thumbnails, topics) contributed to their relative success. 
  • Observe the length, format, and pacing of high-performing videos.
  • Leverage platforms like TubeBuddy or vidIQ to find high watch times that can indicate especially valuable or entertaining content.
• Assess how well current SEO strategies are working, focusing on keyword use in titles, descriptions, and tags. Even in high-performing videos, look for gaps that could improve performance.
• Review comments and feedback from viewers to gain insights into audience preferences and suggestions for improvement. The more views your videos have, the more they want to garner commentary. Therefore, it’s fine to stick with analyzing your top performers here.

2. Unleash Your Competitive Edge! Analyze Your Rivals!

Start with your top competitors. If they’re not active on YouTube, that’s good for you but not for research. 

In that case, find competitors in your niche or related ones.

Once you’ve got your list of competitors, analyze their highest-engagement videos. 

• Are their Shorts outperforming longer content? 
• Are their webinars crushing it? 
• Are there any production elements that seem common in their top videos? 

Dig into the elements of the videos: 

• Titles.
• Descriptions.
• Thumbnails.
• Video quality.
• Keyword usage.
• Thumbnail appeal.
• Overall video production

Your competitors’ audiences likely share many characteristics of your ICP (ideal customer profile), so mine their audience feedback for insights. 

Check views, likes, comments, and shares to gauge audience interaction. Identify successful content. Find opportunities to improve your own video strategy.

3. Shake Up Your Keyword Research Game!

Using Google keywords for video can save time, but it doesn’t always work well.

People search differently on YouTube compared to Google.

YouTube users often look for specific, visual content that might not get much attention on Google.

The algorithms of YouTube and Google are different and reward different actions by users.

Google prefers content that attracts clicks, while YouTube’s algorithm values engagement like how long people watch, comments, and shares.

Choosing keywords that make viewers want to watch longer and engage with the video improves performance.

Also, tools like Google’s keyword planner and Semrush alone won’t give you the insights needed for video content.

Consider using:

• Google Trends: Use the YouTube filter.
• vidIQ: Enter video topic, get relevant keywords.
• KeywoodTool.io: Explore the YouTube tab.
• The YouTube search bar: Look for autofill suggestions that indicate popular searches.

4. Unleash Your Bold New Content Strategy

Here’s how we break down video content’s types and use cases at my agency:

• Tutorials & How To’s: step by step guide on a relevant topic. This solves user problems and help build authority.
• Educational Videos and Screenshares: short videos that breakdown complex concepts.
• Webinars: evergreen content that help increase new audiences.
• Case Studies & Testimonials: showcase your product or services by highlighting them in action.
• Youtube Shorts: short videos to capture mobile users usually between 15 seconds to 3 minutes long.
• Product Demos and Trailers: help with engaging users. These are for users who are actively seeking in-depth information about a product or service.

These won’t all be relevant for your brand, but the breakdown might be a good starting point for ideating new content to engage your audience. 

Here are a few additional pointers as you roll up your sleeves and get filming:

• In general, authenticity (even in B2B) wins out over production, so emphasize your content’s value over bells and whistles.
• UGC is a great way to infuse E-E-A-T principles and social proof into your video content. Even if you don’t have the budget to bring on creators, employees can serve as effective advocates.
• Blog content can be a great source of inspiration for new videos:
  • Review existing blog content to find topics that can be expanded into video formats. (Look for posts with high traffic or engagement metrics that indicate strong interest.) 
  • Use blog posts as scripts or outlines for videos. This saves time and ensures consistency in messaging. 
  • Break down long-form blog content into shorter, digestible video segments.
  • Remember to embed videos in blog posts to increase engagement and provide additional context. Conversely, link to related blog posts in video descriptions to drive traffic back to your website.

5. Dominate Your On-Page Optimizations

Starting with your existing videos and remembering to apply the principles to any new content, set aside time to refine these on-page SEO elements:

• Video titles and descriptions: Optimize with main keywords and compelling language for better engagement. 
• Video thumbnail creation: Custom thumbnails attract clicks; relevant tags boost discoverability.
• Use end-screens and cards: Guide viewers to related videos, keeping them on your channel longer.
• Curate playlists: Organize related content to increase overall watch time.
• Enhance your search visibility with schema: Use video schema to boost the chances of videos appearing in rich snippets. This increases the likelihood of videos appearing in search results and also increases click-through rates. 

6. Build your video presence away from Google

I work closely with my clients to create organic strategies outside of Google’s world. Video should be a part of that.

Repurposing content for different platforms can be tricky, so here are some tips for sharing your videos effectively.

On LinkedIn, short videos (under 2 minutes) are great for business updates, sharing expertise, and industry news. You can also reuse YouTube Shorts if they fit your message.

Make sure to tweak your content for Instagram Reels, TikTok, and Facebook by considering what each audience enjoys.

For instance, Reels and TikTok do well with popular sounds and hashtags, while Facebook prefers stories.

Video works well in email marketing too. Add video links to your newsletters, and mention them in the subject lines to encourage more clicks.

As with any email campaign, use specific lists to tailor video content for different groups.

Collaborate with your partners to find influencers, podcasts, and webinars where your videos can be shared to reach new audiences.

7. Nail Down Your KPIs Now or Face the Consequences

Measurement tells us how effective our initiatives are.

Before we dive into video metrics, remember that advanced analytics can provide valuable insights. By using tools from other companies or decision sciences, we can see how videos affect leads and sales.

For now, let’s focus on measuring the early stages:

By tracking these metrics, you’ll also gather valuable insights. These insights are about the topics and trends most important to your ideal customer profile (ICP). This information will help shape your future content.

Are You Ready for Video Content in 2025? SEO, Engagement, and Reach Will Change Forever!

Video improvement is an ongoing process.

Like any strategy for growth, it needs regular improvement and adjustments over time.

You’ll realize video is important in your SEO strategy. It will be mentioned as much as other content. This includes regular updates and reports.

If you don’t focus on this, your competitors can take advantage and attract more customers.

Don’t wait any longer—make 2025 the year you truly commit to video.