ave you noticed when you do a search on Google that most results now feature what’s called the AI Overview (AIO) at the top? It’s a summary answer in response to the question or search query the user entered. Depending on the topic, relevant YouTube videos appear prominently in the AIOs. And since YouTube is the second-largest search engine next to its parent, Google, YouTube is a prime place to get great exposure when used strategically.

Unfortunately, many local businesses do not use YouTube effectively. You probably think that just recording a video and uploading it is enough, but it’s not. With a little extra effort, tweaking your YouTube strategy can make a significant difference in your results. These tips will help you increase views, subscribers, and conversions, which lead to sales.

Recently, I watched a webinar from Sterling Sky (www.sterlingsky.ca), an SEO agency that specializes in local search. It featured Jeremy Vest of Creator Unlock (www.creatorunlock.com). Here’s a summary of the two-hour webinar, plus additional tips. A QR code to the video is at the end.

Here’s how to optimize your channel branding and description:

• Under “Customize Channel,” then “Profile,” you can enter a full description explaining your business, who you help, and what types of videos will be or are included in the channel. You have 1,000 characters, so use them.
• Have an eye-catching banner (cover graphic) that depicts your brand, facility, service, agency, or location; why you are better; and how you can help. Cover dimensions are 2048-by-1152 pixels; there’s a 6 MB file size. Make sure it looks good on all devices (desktop, TV, tablet, and phone).
• Your brand’s logo icon and color scheme should be consistent throughout your website and other social media accounts.
• Don’t put text in your banner or logo that’s too small and unreadable.
• Add links to your website and other social media profiles.
• Create a “Channel Trailer.” This is a short, two- to three-minute commercial of your business or the purpose of your channel. Designate this video as the channel trailer under the “Channel Customize Channel” “Home Tab.”
• Create a “Handle” and “Custom URL” for branding.

• The hero of the video should be featured on the thumbnail. Spotlight what you are talking about. Brand recognition comes to play here. If you’re a facility, you want to build your company brand. However, for a realtor, advisor, or service provider, you want to build a personal brand.
• The colors you use in your thumbnail make a difference. I wrote an article about color psychology that was published in the July 2025 issue of Messenger. For instance, yellow, orange, and red are colors that attract attention. Red and orange also stir up a sense of urgency. Thus, you see it used in CTA buttons.
• Besides being eye-catching, the thumbnail should be enticing. Give them a reason to watch the video.
• Be intriguing. Don’t reveal everything in the thumbnail. In other words, you don’t need the whole title of the video in the thumbnail.
• Keep in mind that you’re competing with all the suggested videos that the algorithm shows the viewer on the side.
• All videos should have a thumbnail, including shorts, because thumbnails are a stop sign for people to read the title.

It’s very easy to create a YouTube thumbnail with the free online graphic tools. Dimensions for horizontal videos are 1280-by-720 pixels and need to be under 2 MB file size. For shorts it’s 1080 -by-1920 pixels (9:16 aspect ratio).

What about titles? You get 100 characters for a title on horizontal videos. Focus your main keywords in the first 50 to 60 characters for optimum visibility. Long titles will be truncated on search results and mobile devices. Put hot words in all caps; this applies to blog posts, too.

Here are some things to keep in mind about Shorts:

• Shorts are easier and faster to make than longer, horizontal videos.
• Include your own captions.
• Be impactful.
• Titles should be four to six words or 20 to 40 characters.

“Being good on YouTube isn’t good enough. You have to be effective.” —Jeremy Vest

Long, Horizontal Videos
People will sit and watch a longer, explainer video if they are learning something helpful. YouTube has more watch time on TVs than on smartphones.

• Descriptions are important because the AI search bots will grab the summaries and then feature the video if it matches the search query.
• Are hashtags still relevant? Yes, but in the descriptions only, not in the titles.
• YouTube will take the first three hashtags in the description and feature them under your title. Place hashtag-relevant keywords in your description. Furthermore, there is no limit to the number of hashtags you can have in a description.
• Don’t forget to add the relevant keyword tags (not hashtags) before you publish it. This section is below the description.

Repurpose your YouTube videos for social media. Upload videos under 15 minutes directly to LinkedIn. You can also put them at the top of articles and use the transcript as your text. Similarly, upload videos as Reels directly to Facebook or Instagram.

• Always put your location, especially in the description, hashtags, and keyword tags.
• Stick to your specialty. Keep business and personal separate.
• Become a master of your topic.
• Focus on who you help and why it matters.
• Feature any local community involvement where you participate as a business.

Jeremy Vest reiterated something that I say all the time regarding your target audience: “If you try to be everything to everyone, you’ll be nothing to no one.”

Interestingly enough, the one channel that stood out for me was Extra Space Storage (https://www.youtube.com/@extraspacestorage/). Being the largest operator of self-storage facilities, their videos are professionally done; most are short commercials. However, the most popular ones are a series of stories. People love stories! Tell stories! Make up stories! The trick here is to feature people who look like your target market(s).

Casual videos are OK for smaller facilities that may not have a budget for professional videos. Showcase storage tips, frequently asked questions (FAQs), and stories. Definitely show off any community service.

All in all, look at what your closest competitors are doing and create better videos more often than they do. If you need help with your video marketing strategy, visit my website and book a free Zoom call.