I remember the first time I played a racing game. I had gone to a local water slide, which at the time meant it was a pool with one slide, not one of the now more familiar water parks, and while I was waiting for my dad to go pay or something there it was. An older boy from the group I was with set down in the seat of the Pole Position arcade game, put in his quarter and grabbed the wheel and away he went, racing. I was blown away as I watched him use the steering wheel and pedals to control the car on the screen. I could not wait for my turn to play such a cool game. When my turn finally came after what felt like hours, but in reality was maybe 10 minutes, I found that I did not have the skills to drive that video car. In my defense I think I was 8 or 9 that first time playing the game and had no idea what I was doing, however it was so fun. I have enjoyed racing games since then and really liked the arcade game Spy Hunter, although I have not gotten much better at playing the game all these years later, but they are fun. Now I find myself involved in a new project involving a social racing game, so learning how to better rank videos on YouTube will be very helpful with this project.
So in looking at racing games that have been viewed a few times to find ones that seem to have figured out how to rank on YouTube I came across a video entitled “Need For Speed: Hot Pursuit Game Play – Full Race” , right off the bat I liked the title and the use of “Need For Speed” it just kind of grabs you. The video has had 6,711,473 views since it was published in August of 2010. With over 6 million views it would seem they know how to get people to watch their videos. The video has almost 9,000 likes and over 10,000 comments. I would say viewers have engaged the content. The game is the product of IGN and they have over 2,930,315 subscribers to their YouTube channel. With that many followers they definitely have channel authority.
This video has done very well as far as engagement goes. Looking at ING, they have been posting videos on YouTube for a while now and have built up a following. It also helps that they are in a segment that has a lot of young viewers to draw from. The video was well made and had a lot of action with a police chase, car crashes and even a roadblock. Looking at the description of the video it is short and sweet. I feel it could have been better on this point. They do have all of their social links posted so they are very easy to follow on other channels.
Looking at keywords for racing games using Google Keyword tool I was somewhat shocked to find that “racing games” has low competition. Monthly view for the key word was around 4 million global searches and just over 800,000 local searches. With as many racing games on the market and the money they make I would have thought the keywords would have had more competition. In doing a general search for IGN they came up listed at the top so we know they know how to do SEO. I am guessing they have worked hard and done well to gain such ranking organically.
The big reasons I believe this video has done so well is–first they made a good video that is fun to watch even if you are not a fan of the game. The title of the video is good as well. Next they have been at posting on YouTube for a while now and have built up a great following and have great channel authority. They also have done a good job with engagement and keeping up with the conversation. While I think they could have done a few things better for YouTube ranking purposes like a better description and they could try doing something to get video responses from followers. I am guessing it has taken time to get to where they are at and it could have been done faster. However what they are doing is working for them so my hat’s of to them.
Key takeaways that I gained from digging into this video are as follows:
– Create a good video
– Build and have good channels authority
– Optimize other online assets like website and social media
– Be consistent
– Engaging viewers
YouTube is a great way to build your brand and can get things moving quickly. I plan on using these gained insights for my current project to do just that.
Pole Position: http://www.youtube.com/watch?v=NUU_F9TvXco
Spy Hunter: http://www.youtube.com/watch?v=YNWauOxMDl8
Need for Speed: http://www.youtube.com/watch?v=e_dc5e2eFLU