The DESCRIBE framework for effective YouTube descriptions

Manufacturers at this time dwell in a multi-platform world. 

On this article, you’ll study:

• Why manufacturers must prepare for a multi-platform atmosphere.
• How YouTube performs into this.
• How YouTube descriptions can be utilized to hold that means and relevance.
• Easy methods to use the DESCRIBE framework to enhance your description technology.

Welcome to a multi-platform atmosphere

When Facebook launched, many anticipated the social media platform would compete with Google in search.

Since then, many different social media platforms and dialogue boards have emerged  – from Instagram to TikTok, from YouTube to Reddit, from Medium to Soundcloud or Pinterest.

All of them have a search field. 

All of them may be platforms customers use to seek for data, individuals, manufacturers and merchandise.

Generative AI has been altering the panorama much more these days, introducing highly effective generative AI into current platforms and new instruments: ChatGPT, Perplexity, Claude, Gemini, Copilot and Grok, to call a couple of.

Typical social media websites have their very own information units largely based mostly on customers’ content material. 

Generative AI fashions, nevertheless, leverage large language models (LLMs) which can be skilled utilizing content material from all around the internet.

This is the reason it’s important in your advertising and marketing to remain on prime of your model’s presence throughout your viewers’s main platforms.

Let me re-introduce you to YouTube

Whereas everyone is aware of YouTube, many overlook that it is without doubt one of the largest search engines like google and in addition among the many prime social media platforms worldwide.

If you concentrate on how typically you go on to the video streaming platform to seek for one thing particularly, you’ll undoubtedly perceive its relevance as a instrument for data retrieval.

And YouTube retains rising:

Viewers-platform analysis throughout completely different industries suggests YouTube is without doubt one of the most necessary platforms individuals use.

Consequently, a model’s status closely is determined by the content material hosted on the platform:

• A foul product assessment video would possibly present up when anyone searches in your product
• A video comparability between your course and a competitor’s program may drive individuals to different merchandise.
• A poorly performing video by yourself channel would possibly get your prospects to rethink whether or not they need to do enterprise with you.

However earlier than you now consider recording extra and higher movies, let’s focus on a fairly often element of YouTube that’s typically ignored:

The descriptions.

YouTube descriptions: These little texts that no person reads?

Numerous occasions, you possibly can come throughout YouTube channels with tens of hundreds, typically even thousands and thousands of subscribers. 

A lot of them have one factor in frequent…

They pay little or no consideration to their video descriptions.

Whereas associates are used to populate their descriptions with affiliate hyperlinks of their tools, instruments or suppliers, many companies simply fill the outline field with a one-line abstract or a hyperlink to their web site.

However how may your YouTube descriptions assist your model in a generative AI world?

The worth of YouTube descriptions to assist practice LLMs, at the least at first look, may be questionable, given the truth that it’s clearly in opposition to YouTube’s Phrases of Service to scrape content material from the platform, making it inconceivable for third-party platforms to coach their fashions on YouTube’s information:

Nevertheless, we all know that OpenAI is commonly reported to have probably been scraping YouTube to coach its mannequin, “Sora.” 

If the Google leak has taught us one factor, it’s that huge tech giants would possibly ignore the foundations and use all the info they will (hiya, Chrome clickstream information).

YouTube descriptions may also be helpful for AI coaching, and at the least assist Google produce higher AI Overviews about your model.

As well as, optimizing video descriptions on the streaming platform will assist your movies to get extra views.

However how do you write descriptions that set your movies and model up for achievement?

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The DESCRIBE framework for higher descriptions

I’m a giant fan of frameworks to construction repeatable processes.

For YouTube, we have now developed the DESCRIBE framework, which may also help you create YouTube descriptions that can set your movies up for achievement and assist your model’s on-line status.

Right here is an actionable listing of components relating to every a part of DESCRIBE:

• Detailed content material abstract.
• Engage with calls to motion.
• Search engine optimization.
• Consistent branding.
• Relevant hyperlinks.
• Interactive components.
• Build belief with transparency.
• Evaluate and adapt.

Detailed content material abstract

• Present a transparent, concise and context-rich abstract of the video content material. ChatGPT or Claude would possibly allow you to obtain this by eradicating the fluff of a video transcription and shorten it to the minimal.
• Think about itemizing key takeaways.

Have interaction with calls to motion

• Embody questions or prompts to foster interplay.
• Direct viewers to extra sources or associated content material.
• Encourage viewers to love, share, remark and subscribe.

SEO

• Use related key phrases naturally all through the outline.
• Verify your title additionally accommodates at the least 1-2 context-relevant key phrases.
• Incorporate hashtags to extend discoverability and join your video with broader subjects.

Constant branding

• Keep a constant model voice and messaging.
• Embody branded components like your model title and a tagline you often use.
• Guarantee descriptions align with the general model technique.

Related hyperlinks

• Add hyperlinks to associated movies, your web site and social media profiles.
• Add a hyperlink to the non-public model web site of your speaker(s).
• Hyperlink to playlists to maintain viewers engaged in your channel.

Interactive components

• Use timestamps to create an interactive viewing expertise.
• Encourage viewers to interact with polls or feedback.

Construct belief with transparency

• Disclose any sponsorships or affiliate hyperlinks.
• Credit score sources and collaborators.

Consider and adapt

• Monitor efficiency utilizing YouTube Analytics.
• Monitor metrics like click-through charges, watch time and viewer retention.
• Frequently replace descriptions based mostly on efficiency information and viewers suggestions.

A useful template

To make this extra actionable, here’s a template that you just or your staff can copy and paste:

📝 Video Abstract

[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]

🔗 Related Hyperlinks

• Associated video: [Link]
• Our web site: [Link]
• Speaker’s web site: [Link]
• [Your Brand Name] playlist: [Link]

💬 Be a part of the Dialog

What did you concentrate on [specific topic from the video]? Share your ideas within the feedback beneath!

🔔 Keep Related

Don’t overlook to love, share and subscribe to remain up to date on our newest content material!

Comply with us on social media:

• Instagram: [@YourHandle]
• Twitter: [@YourHandle]
• Fb: [Your Page]

📊 [Optional] Ballot

[Include an engaging poll question related to the video content]

🤝 Transparency

[If applicable] This video accommodates sponsored content material. [Specific disclosure]

Sources and collaborators:

• [List any sources or collaborators]

#[Hashtag1] #[Hashtag2] #[Hashtag3]

[Your Brand Name] | [Your Tagline]

Making use of the DESCRIBE framework

In a multiplatform atmosphere, as a model, that you must optimize every platform your viewers may be utilizing to find your merchandise.

YouTube has been rising as a social community and search engine for years. 

By making use of the prompt DESCRIBE framework, your movies might be discovered extra typically, and each engines and customers will discover useful information factors round your model.