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HO ME PAG E  STRATE G Y

STRATEGY

How to Write the Best YouTube

Descriptions: Tips and
Examples

Great YouTube marketing starts with great YouTube descriptions. There are two
types of descriptions that every marketer needs to know:

1. A YouTube channel description is the text on your channel’s “About” page. It helps
viewers understand what to expect from your brand.
2. A YouTube video description is the text below each of your videos. It helps
viewers find your content and decide whether to watch it.

Done right, YouTube descriptions can boost SEO, subscriptions, view counts, and
watch time. They can also help your videos rank in YouTube’s “suggested search”
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function.

So how do you craft descriptions that work? Here are some of our favourite
strategies.

20 tips for writing effective YouTube descriptions

1. Use specific keywords
Choose 1-2 keywords that accurately describe your content to maximize search
traffic to your video. Include them in your video’s description and title to increase its
chances of ranking in potential viewers’ search results.

The same goes for your channel description. YouTube’s algorithm places a lot of
importance on the keywords in your About page. Use them wisely.

Not sure what keywords to use? Tools like Google Ads Keyword Planner and Google
Trends can help you get started.

Simply type in the words that best describe what your channel or video is about and
Google will suggest the closest related keywords.

2. Repeat your keywords

Repetition lets YouTube know a particular term is relevant to your video or channel.
Use your keyword two to three times for best results. Anymore than three, and it may
get flagged as keyword stuffing.

3. Find complementary keywords

Include related keywords in your descriptions. This provides viewers with extra
information about your content. It also helps you rank for those terms in Google and
YouTube searches.
For example, this Exploring Alternatives description includes complementary
keywords like “zero waste,” “reduce garbage,” and “low waste.” Even better, they all fit
in the first sentence!

4. Tell viewers what to expect

If you misrepresent your videos, viewers will stop watching them partway through.
This will damage your search rankings—as well as your reputation.

Avoid clickbait titles and irrelevant keywords. They might help you rank at first, but
YouTube’s search algorithm will catch on sooner or later.

5. Write like a human

Know your audience! Use language that your viewers will understand and relate to.
Incorporate keywords in a natural way, not as a list.

Luckily, you don’t have to be a wordsmith to write a great YouTube description. There
are lots of writing resources to help you polish your skills.

NPR Music’s video descriptions are full of personality. This one is pure poetry!

6. Front-load important information

Always start with a compelling summary of your video or channel. Mention your top
keywords in the first two to three sentences of your description for best results.

Why? For one, YouTube’s algorithm prioritizes the beginning of your description.
Getting the first sentences right is key for your SEO.

These sentences are also the first thing viewers see when they search for content:

Finally, the beginning is the only part of your description that appears “above the
fold” on the watch page. The rest of the text remains hidden unless someone
chooses to “show more”:

7. Add links and metadata below the fold

If a viewer does decide to “show more,” chances are they love your stuff.
Use this opportunity to promote your brand. Add a brief channel description, your
social media handles, and relevant product links.

You can also include metadata here to boost your SEO.

8. Optimize for CTR (click-through-rate)

Aim for clickable descriptions that solve real problems. Seventy percent of millennial
YouTubers use videos to learn new things. Keep this in mind whenever you write
copy.

For example, Math Meeting’s video description clearly addresses the viewer’s need.
Howcast’s does not, and it’s much less compelling.

9. Offer value
Always include an obvious value proposition in your descriptions. Why should
someone subscribe to your channel? How will your video benefit them?

Try to answer at least one of these questions in simple terms (bonus if you can do
both).

10. Include CTAs

Now you’ve got the viewer’s attention, use it!

The best calls-to-action are clear, urgent, and show an obvious benefit to the viewer.
Done well, they can increase engagement, subscriptions, and more.
Add a call-to-action in both your video and channel description. Encourage viewers to
like, comment, subscribe, or read more. Include links to related playlists to get them
watching even more of your content.

Notice how we’ve incorporated CTAs into our channel description? Hootsuite Plans
and Hootsuite Academy both get some love!

11. Save time with default descriptions

Tired of copy-pasting social media links into your YouTube video descriptions?

Try using default descriptions. This feature automatically adds key channel
information to every video you upload.

12. ..but make your descriptions original

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Unique descriptions generate better search results than templates do. Plus, they’re a
lot more interesting for your subscribers!

Default descriptions are a quick way to add contact info and basic metadata to your
videos. But make sure the rest of your description is fresh every time.

13. Use timestamps

Our attention spans are shorter than ever. Add timestamps to your descriptions to
help viewers skip to the content they want.

Timestamps are especially useful when it comes to long videos, like multi-part
tutorials or music albums:

14. Use http:// or https://

Your video description is one of the few places YouTube lets you link out. Use it!
Remember to add “http://” to all URLs to make them clickable.

15. Test descriptions on multiple devices

How does your description look on your phone? On your friend’s tablet?

Seventy percent of YouTube views now come from mobile. Ensuring your
descriptions are visible and compelling on all screens is a must.

Preview your videos on the watch page and in search, using as many devices and
browsers as possible. Do any of your keywords get cut off?

Do the same with your channel description, and you’re set.

16. Add (a few) hashtags

Hashtags are a simple way to help viewers find your content—as long as you use
them wisely.

Stick to 15 hashtags or less, or YouTube will ignore them altogether. As always, make
sure they’re relevant to your video. Misleading hashtags will only frustrate viewers.

Body positive yogi Jessamyn Stanley adds a few hashtags to every video. It’s a
simple way she connects with her community.

17 C tit
17. Copy your competitors
Metadata plays an important role in YouTube’s “Suggested Video” algorithm. Your
video is most likely to appear as a suggested video for content that uses similar
keywords.

As you write, browse popular videos on the same topic. Grab a couple of the top
keywords from their descriptions and incorporate them into your own.

18. Add links to helpful resources

Pointing to helpful resources is a simple way to show your audience you’re thinking
of them.

Do you mention any tools, blog posts, or products in your video? Link to them in your
video descriptions so viewers can find them easily.

Veritasium’s popular black hole video does this really well. By linking to a related
article, they provide added value to curious viewers.

19. Credit your sources

Did you use someone else’s images, music, or footage? List them below the fold in
your video description, along with links to their social channels.

Crediting your sources is the fair thing to do. But it’s also a great way to build
relationships and foster future collaborations.
20. Use Youtube Analytics
Is your description attracting the views you want?

Writing YouTube descriptions is as much a science as an art. So don’t be afraid to

experiment! Tweak your copy, track what happens, then revise again.

YouTube Analytics is the most effective way to do this. It can help you understand
which keywords are generating the most traffic. It also lets you explore any keywords
you might have missed.

Examples of great YouTube descriptions

Need some inspiration before you get started? Here are some brands who are doing
it right.

Global Cycling Network

Global Cycling Network’s videos take up all three top spots for a “how to fix your
bike” search. How? Their video descriptions are clear, clickable, and include lots of
keywords.
TED-Ed
This Frida Kahlo video is a great example of how to use the fold to your advantage.

TED-Ed starts things off with a short, descriptive summary of the video. They provide
more information about the content, their supporters, and their social channels
below the fold.

Edgy Veg
 gy g
Edgy Veg has mastered the art of the CTA. She also front-loads her keywords and
provides tons of links to helpful resources.

MTV Decoded
The first sentences of this video description are powerful. They pull in viewers with
an important question. Then, MTV Decoded seals the deal with a strong CTA.

Bright Side
Bright Side is great at incorporating hashtags, keywords, CTAs, timestamps, and
more. Plus, their emojis are adorable!
Nailing your YouTube descriptions is tough. But with these simple tips on your side,
you’ll be writing stellar copy in no time!

Easily upload, schedule, and promote your YouTube marketing videos across
multiple social networks from one dashboard with Hootsuite. Try it free today.

Get Started

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PUBLISHED BY

Alice Fleerackers 

2 YEARS AGO

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