For YouTube, we have developed the DESCRIBE framework, which can help you create YouTube descriptions that will set your videos up for success and support your brand’s online reputation.
Here is an actionable list of elements regarding each part of DESCRIBE:
Detailed content summary.
Engage with calls to action.
Search engine optimization.
Consistent branding.
Relevant links.
Interactive elements.
Build trust with transparency.
Evaluate and adapt.
Detailed content summary
Provide a clear, concise and context-rich summary of the video content. ChatGPT or Claude might help you achieve this by removing the fluff of a video transcription and shorten it to the minimum.
Consider listing key takeaways.
Engage with calls to action
Include questions or prompts to foster interaction.
Direct viewers to additional resources or related content.
Encourage viewers to like, share, comment and subscribe.
Search engine optimization
Use relevant keywords naturally throughout the description.
Confirm your title also contains at least 1-2 context-relevant keywords.
Incorporate hashtags to increase discoverability and connect your video with broader topics.
Consistent branding
Maintain a consistent brand voice and messaging.
Include branded elements like your brand name and a tagline you usually use.
Ensure descriptions align with the overall brand strategy.
Relevant links
Add links to related videos, your website and social media profiles.
Add a link to the personal brand website of your speaker(s).
Link to playlists to keep viewers engaged on your channel.
Interactive elements
Use timestamps to create an interactive viewing experience.
Encourage viewers to engage with polls or comments.
Build trust with transparency
Disclose any sponsorships or affiliate links.
Credit sources and collaborators.
Evaluate and adapt
Monitor performance using YouTube Analytics.
Track metrics like click-through rates, watch time and viewer retention.
Regularly update descriptions based on performance data and audience feedback.
A handy template
To make this more actionable, here is a template that you or your team can copy and paste:
📝 Video Summary
[Video Title]
[Provide a clear, concise summary of the video content in 2-3 sentences]
00:00 – Introduction [List key sections with timestamps]
⏱️ Timestamps
XX:XX – Conclusion
🔑 Key Takeaways
[Bullet point 1]
[Bullet point 2]
[Bullet point 3]
🔗 Relevant Links
Related video: [Link]
Our website: [Link]
Speaker’s website: [Link]
[Your Brand Name] playlist: [Link]
💬 Join the Conversation
What did you think about [specific topic from the video]? Share your thoughts in the comments below!
🔔 Stay Connected
Don’t forget to like, share and subscribe to stay updated on our latest content!
Follow us on social media:
Instagram: [@YourHandle]
Twitter: [@YourHandle]
Facebook: [Your Page]
📊 [Optional] Poll
[Include an engaging poll question related to the video content]
🤝 Transparency
[If applicable] This video contains sponsored content. [Specific disclosure]
Sources and collaborators:
[List any sources or collaborators]
#[Hashtag1] #[Hashtag2] #[Hashtag3]
[Your Brand Name] | [Your Tagline]
Applying the DESCRIBE framework
In a multiplatform environment, as a brand, you need to optimize each platform your audience might be using to discover your products.
YouTube has been growing as a social network and search engine for years.
By applying the suggested DESCRIBE framework, your videos will be found more often, and both engines and users will find helpful data points around your brand.
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