RWS Group: YouTube Channel Review

RWS Group has become the titan of the localization industry. How good is their Youtube game though? In this video, we reviewed the Youtube channel of RWS Group and shared a bunch of suggestions on how to make it better.

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RWS Group has become the titan of the localization industry. How good is their Youtube game though?

If you consider YouTube to be an important channel for you and your audience, this new series is for you! Together with Anny Chia we’ll do YouTube channel reviews so that everyone in localization can improve and provide more value to their viewers!

In this video, we reviewed the Youtube channel of RWS Group and shared a bunch of suggestions on how to make it better.


Andrej Zito 

RWS Group has become the titan of the localization industry. With so much money, you would assume that everything they do is stellar, right? Well, the question is, how good is their YouTube game? If you consider YouTube to be an important channel for you, for your audience, for your customers, check out this video. It’s for you.

Andrej Zito

Welcome to yet another new series where we will be looking at the YouTube channels of you. Yeah, that’s right. This series is supposed to be, again, practical and educational. And we want to be having a closer look at your YouTube channels, and providing our suggestions on what you could be doing better. So we will be reviewing the channels of LSPs. Mostly, maybe we’ll have a look at some of the TMS companies. But most importantly, anyone who wants their YouTube channel reviewed, there will be a way for you how you can let’s say, submit your challenge to be reviewed. I’m not going to be doing this alone. I’m joined by Anny. We do another podcast for young people together, which is called How Real Life Works. And I think over the last one year, two years doing this, we’ve built some sort of a know-how. We have some experience. So we want to use this series as a way how we can share with you our experience suggests improvements for your YouTube channels and what we think works for YouTube, how you can capture that attention. Because, like I mentioned in the beginning, if you consider YouTube to be an important part of your marketing, it’s an important channel for you to communicate to your existing customers to your potential customers and pretty much everyone in the industry then this series is right for you. The way how this content came to be is that we actually live streamed something called the YouTube Wars. We not only review with RWS Group, but we also review with Lionbridge and we put them together against each other. And we did the review of both channels at the same time. And we nominated the winner, which was in this case, very easy. But in this video, you’re only going to see RWS Group and what we think they could be doing better. If you want to see the review of Lionbridge’s YouTube channel, stay with us. And we will drop it probably in two weeks. If you don’t want to miss it. Make sure you subscribe to the Localization Academy’s channel. And let’s get finally into the review of RWS Group’s YouTube channel.

Andrej Zito

What it is, hey, let’s do let’s see, let’s even see. I think that should be okay. I’m actually wondering, I’m not sure if you know that they also bought SDL.

Anny Chia 

Yes.

Andrej Zito

So I’m wondering if they’re going to have as the else videos on the same channel. Yeah, but I can see here latest from RWS, Tridion. I have no idea what Tridion is. Go for it some new new tool. Okay, so I think we said that first we’re going through maybe talk about this thing. Yep. This is like the I don’t know, review of your channel. So what does it say is, “We are the world’s leading provider of technology enabled language content management and intellectual property.” I think it’s pretty

Anny Chia 

Good. Good. Yeah. It’s a, no. So it fits in that preview. Yes. Which is nice. Yeah, it’s not cut off. You can kind of get a grasp of how their channel is just by reading that.

Andrej Zito 

Yes. So that’s good. Yes. One thing that I also mentioned is that we want to see if their branding on YouTube is the same as everywhere. So right now, yeah, logos matching. So that’s cool. Yeah. Um, so I didn’t think about this part. But it shows the latest videos from the group. Right. And just from this, I can see the drill. I don’t know if it’s true, but we’ll see once we get into the channel, but you know, it shows, at least from here that their latest video was three weeks ago, which to me is sort of alarming. Right now, like alarming. I don’t know like, you can decide a while ago, yes, just a while ago. Okie dokie. And yet the thumbnails look very automatic.

Anny Chia 

Yeah, the thumbnails I think is just I’m pretty sure that’s like just some screenshot from Tridion demo. Yeah. Which is not really telling because if you look at it, the first one about translation organizer and the second one’s about review space. Just from looking at the thumbnail I have no idea what it’s about because sometimes, folks on Youtube, they don’t really read the titles and people get grasped by the thumbnails. Right? So just by reading those two, I don’t know what the videos are about. So less chances of people clicking on it.

Andrej Zito 

Yeah, we can talk more about thumbnails in a bit very soon. Yeah, so let’s get into the channel. Okay.

Anny Chia 

It’s a new YouTube channel, it says on the top. Oh, nice. Yeah. So probably they’re just they’re probably doing some rebranding of the channel. Maybe?

Andrej Zito 

Maybe. Yeah, but yeah. I don’t like the banner actually. To be honest. I really loved this this colors like this gradient, right. I don’t know who was showing it to me, I think. I don’t know somebody was showing it to me. But these colors like I really love the gradient between this. I don’t know blue and this green, green or teal? Yeah, kind of like, color. Yeah. Yeah. Like This to me is it’s a beautiful gradient. Here. There’s no gradient.

Anny Chia 

So different to as well. I think this is stronger.

Andrej Zito 

This one.

Anny Chia 

I feel like maybe it’s just the screen sharing difference. Maybe? Yeah, I don’t I think I don’t like the font. Like more than the more than the Really? Yeah.

Andrej Zito 

I didn’t even think about that.

Anny Chia 

I don’t know is, that font to me looks really what like, basic? Yeah, I feel like a bigger like other viewers. They should have their like own font right or something that they chose.

Andrej Zito 

That’s why we’re looking here. Yeah. Is it different than this one?

Anny Chia 

I’m not sure. But I feel like it’s… Inspect. I think he, I think it’s different.

Andrej Zito 

Let’s look at H, look at C. Look at A. I don’t see that much difference between the…

Anny Chia 

Yeah, but I don’t like and I don’t know why the in teal color on the welcome to our new YouTube channel really bothers me. Really? Yeah.

Andrej Zito 

I like it. It’s like a like, like a like a branding thing.

Anny Chia 

But then isn’t like it from my perspective, wouldn’t that be blue? Because look at the RWS logo. It’s like to to to and then you have a thought of blue. And then now it’s like a thought of to and I’m just like confused, right? Yeah, sure. First. Yeah, I don’t know. I’m just oh, see.

Andrej Zito 

It’s funny that, yeah, because to me what I don’t like is this these lights here or whatever?

Anny Chia 

Oh, yeah. I don’t know what that is. That’s some MMS happening in the yeah, it’s right.

Andrej Zito 

Is there a way how we can preview the whole better? I don’t think so. You know, I mean, the batteries actually bigger, but we just yeah, part of it?

Anny Chia 

Yeah.

Andrej Zito 

All right. Not sure. So that’s the better thing. Here I have some some special top secret information. So for those of you who are new to the YouTube game, if you get nothing, this is Tube Buddy. You can see out there channel performance. Yeah. And even compared to you know, I think this is all pulled from maybe the YouTube’s API. And even if you go to think it’s socialblade this is where you can just enter any YouTube name. And you can see how many views they got on each day, how many subscribers and so on. Right? So you can see that they get? I don’t know, 925 in the last 30 days, so that’s roughly today. Yeah, these are just views. Yep. Subscribers pick up 10. And this is, yeah, this is also weird, because it happened on July 2, and then nothing.

Anny Chia 

I mean, I I’m actually surprised the like, they What is this channel? Like? What can we see was the first video. I feel like for a channel because it must be older than our podcasts channel, I think. But they don’t have as much views. Like consistent because you can see less than 30 days is less than 1000 views, right? Yes. Yeah.

Andrej Zito 

So but by the way, the you is not our channel.

Anny Chia 

Yeah, I know. I know. I know. I know. But I know our podcast channels metrics as well. Yeah. But

Andrej Zito 

Yeah, I think we are like one key.

Anny Chia 

Yeah, I think we even even us, have like, yeah.

Andrej Zito 

At least the case you asked about that. So I’ll just quickly look into the videos to stay on the home page meant okay. And I think it was saying that they have like 200 videos. So I think yeah. Yeah. Three years ago, four years ago.

Anny Chia 

Yeah. So that’s a that’s a while years ago. Yeah. Yeah.

Andrej Zito 

Yeah. And we will have a lot of things. Okay. So, so yeah, the performance of their channel. So, I mean, from a company of that side and that budget, I guess I would expect a lot more.

Anny Chia 

Probably, like you said, right, because our industry is catching up using media as a medium. So it even though it’s there, it’s just not really upgraded. Sorry. updated regularly. Yeah,

Andrej Zito 

Maybe it’s like our Instagram.

Anny Chia 

Our Instagram

Andrej Zito 

Companies are there, but they’re not actually. Yeah, seriously. They don’t have any serious maybe strategy in place or execution. Yeah. Okay. So I’ll scroll down. Okay. So their, their home tab, or home tab is actually just the trailer, I think this is the trailer, where you pick one video to show to, I think it’s for people who are not subscribed to you yet. But normally, you can. And I’ll just show it on our channel. So this is how the homepage looks like for me. So can display certain playlist, certain videos, you can organize it more, it’s sort of like a landing page, right? But obviously, these guys only put a trailer there. And it’s about build more meaningful connections. And it’s a two month old video, which I think it’s at least something it’s I like.

Anny Chia 

I like how it’s it’s same again, like you can read the text really nicely discover how RWS help brands take global content and ideas further, and that’s like simple and straight to the point. That’s good coffee. Yeah,

Andrej Zito 

I think this is more like a branding video.

Anny Chia 

Yeah, probably show.

Andrej Zito 

Should I should I share sound with you somehow or?

Anny Chia 

No, it’s fine.

Andrej Zito 

Yeah, well, yeah. I don’t think we need to watch it. But it’s just a bunch of stock footage, I think. So nothing special. Okay. So that is the whole thing. Now let’s look at the actual videos. Or Jay Z look.

What is Jay Z doing?

Andrej Zito 

Are you still there?

Anny Chia 

Yeah, I just muted because

Andrej Zito 

Oh, this guy can’t even worry about it. Yeah. Okay. So I think this is where we’re going to talk about mostly, first of all the thumbnails. Mm hmm. Because that’s the first thing that you see. Yeah. So you’re the touched on that before? So I’m just going to basically repeat what you said. I don’t think they to know anything else. Yeah.

Anny Chia 

Yeah, into considerations.

Andrej Zito 

Yeah. I don’t even I don’t even think that these are custom thumbnails.

Anny Chia 

Probably just whatever you upload the video the first few seconds, right?

Andrej Zito 

Yes. Yeah. Yes. So since we are talking about educational content, let me show you what I mean by that. So whenever you upload a video to YouTube, going to use means new video. So when you upload it, you have this thumbnail section where you can word automatically generates some screenshots from the video from some parts randomly, I don’t know how the algorithm works. And then there’s also option to upload your own custom thumbnail. So I think previously, historically, there was a requirement for your channel, they use the feature of custom thumbnails. I think right now you just need to verify your channel. And then you can use this feature. And the reason why you want to use it is so that your channel looks like like one thing. Like it’s branded. It’s not just random things and you have control of what you what it looks like. Because the thumbnail like you said before, it’s what captures people’s attention in the first place. Yeah, before they even look at the text what your video is about. Anything else you want to mention about the thumbnails?

Anny Chia 

I mean, yeah, like I think the thumbnails depends on your branding. It should look consistent, and I think you’re even like the text, there’s one that’s similar, like, you know, the report filtering video there. It has like that. I feel like even though it’s kind of just like math, it’s not really designed. But out of all these I even prefer that because at least I know I’m watching a video about report filtering, right? Yeah, yeah. So that’s kind of same. Yeah, yeah.

Andrej Zito 

This is the one that stood out. Well, Jay Z, of course. I think that the Jay Z is sort of okay. Because he showed a famous person.

Anny Chia 

Yeah.

Andrej Zito 

But maybe if they added some extra, I don’t know, branding. Yeah. You know, just like a splash of their branding maybe through it’s it’s better to look more like, yeah, this is our content.

Anny Chia 

Can we go down and see if like, there are other videos actually have thumbnails?

Andrej Zito 

Yeah. When I was scrolling for the oldest one, I don’t think so. Look, I want to say well scroll for you. But one thing that I wanted to say is that, once you have once you get people to actually subscribe. You’re still competing for attention. Yeah, among the subscriptions that they’re subscribed to.

Anny Chia 

Yeah.

Andrej Zito 

Yeah. Okay. So

Anny Chia 

Can we stay on that page for a sec? subscription? Yeah. So like, look at this page, like, almost every one of them, you see some kind of real, really big text. And you can tell like, what that video is about the first one, using no code apps? That one is a little bit hard to read. But like, Is it worth it? People watch you to what like these are or like letscom mesh, mushy mess? I don’t know what that word is. But yeah, like these are all super straightforward. And yeah, that’s that’s attention grabbing.

Andrej Zito 

Yes, yes, absolutely. And one thing that you can see here, I don’t know how, how feasible This is for bigger brands, maybe we look at, I don’t know, maybe Nike? Maybe that would be I don’t know how it will be corporations do their successful YouTube channels. Yeah, but what I’m personally always interested is, is even if you’re a big company, if you show personality. And you know, just like from what we saw the video build more meaningful connections. There’s no personal life because it’s just stock footage. Right? So that’s why in most of these thumbnails, at least, like these are my channels that I’m subscribed to, you can be subscribed to whatever you want, but you can usually see people there because people connect to people.

Anny Chia 

So do you do you feel like there’s ever like if you cuz, you know, like bigger channels, no matter what type of content they make people usually tune into them. Right? Do you think there’s like a point where it doesn’t really matter what your thumbnail looks like, people will just tune in?

Andrej Zito 

I don’t think so. Because I still think that well, I don’t know, if you have like a super dedicated fans who, instead of going to options feed, they actually go to your channel to check out what is the new stuff? Yeah, click it, because I just want to see my favorite YouTuber then. Sure. But if you go, if you assume that most of the people are actually subscribed to multiple channels, yeah, then that’s exactly what I just said. Like you’re fighting for attention. Yeah, among the channels that they’re subscribed to.

Anny Chia 

Yeah, actually, like consistency in the thumbnails. Like, I remember one of my, like, the YouTuber I watch, they changed like their thumbnail, because he shows up in my feed, right? Just like I said, it’s like competing for attention as well. And for a second, I didn’t recognize us their video and then I was like, Oh, that’s their new style, I guess. And then I clicked on that. Yeah. So yeah.

Andrej Zito 

Yeah. Okay. So scrolling down while we still look at the thumbnail, so yeah, absolutely not. And just from the look of it from the previews, it looks like most of them are let’s see. Technical. Right. Introducing. So this is what I was talking about before, right. I was wondering if they’re going to have their as the yell, let’s say yeah,

Anny Chia 

Those are pretty like formatted like this. Yeah. Yeah. Those are nice. Yeah.

Andrej Zito 

Yeah. Yeah, webinar. Yeah. Okay. So okay, where do we actually have them I think this is the first one. So a month ago, this one this one is slightly different. These ones are with the gradient. This one’s just on a white background,

Anny Chia 

But they’re kind of you but even then you could still tell it’s like variations of the same style right? So it wouldn’t confuse people too much.

Andrej Zito 

Yeah, with SDL asterisk or whatever that is. Yeah, I’m just trying to think if they just put together the

Anny Chia 

Two channels? Is there still SDL channel or it’s gone?

Andrej Zito 

Good. Good point. He’s gone. Gone. Gone. Gone.

Anny Chia 

Yeah.

Andrej Zito 

Wasn’t that the character from some movie? Like animated movie gone? Gone?

Anny Chia 

Really? I don’t know that worse. No, this would I need to look for a steel TMS tool. I mean, it’s probably gonna show up.

Andrej Zito 

Maybe other people’s RWS community. What is that?

Anny Chia 

Oh, that looks Oh, and then you Hello.

Andrej Zito 

That looks

Anny Chia 

Good SEO I guess. Yeah, like I don’t think it’s there anymore. Was there ever a I’m pretty sure to channel right there there must be and there have so many videos as to Charles

Andrej Zito 

Zoom you didn’t know what that is? Right infringement trots. Oh, look, try to try those

Anny Chia 

Has a Yeah. Try those has their shadows.

Andrej Zito 

Okay. Okay, this one looks way better. Maybe they keep it as just the channel for the Trados. Yeah, makes sense.

Anny Chia 

Yeah. There are a lot of us community was that, can we click on that?

Andrej Zito 

Subscribe to receive? Oh, that’s nice.

Anny Chia 

I’m still not clear on the difference between these channels. Because this one also looks just like a bunch of stuff thrown in.

Andrej Zito 

Yeah, that’s true. Like, if this was a community based channel, this is where I would want to see the personality. Like, I would assume that most of them would be like these, like people. And people, people and maybe some webinars for people. And for as the ultra is one that really focused on I don’t know, why the toy cell features and so on. Yeah. But you can see that there’s, like across this channel, so now they all belong to RWS. Yeah. That there’s no consistency. Yeah. This one? That one is the best one. I think Yeah. Even has 20k.

Anny Chia 

He has 21k views in the last 30 days.

Andrej Zito 

Yeah. Yeah. Yeah, that’s quite a lot. And like the style like everything is way better. But I guess you need to talk to the person who manages this channel. Tell him to go look at your other channels. Yeah, this one looks. What is this as the other skill gap? Probably I would maybe prefer to see on the community channel.

Anny Chia 

Wait, isn’t this one that community one or this is a big one. Okay. Yeah. Then. A little bit confusing. Yeah.

Andrej Zito 

Yeah, okay, whatever. Okay, let’s go back to this one. Okay, so this was looking good. And here even here, we have something. Yeah. looks sort of

Anny Chia 

Designed and branded.

Andrej Zito 

Yeah. Yeah.

Anny Chia 

I mean, here this bit, you can kind of tell they have consistent color. Yeah. But then there’s the interview at London tech. That kind of breaks it with the guy.

Andrej Zito 

Right. And also this one? Yeah, it’s

Anny Chia 

Yeah, they kind of break it.

Andrej Zito 

Yeah. Okay. So those were the thumbnails. I think, actually. It looked like like, at some point, it was sort of okay ish. And then recently, just Welcome to our new YouTube channel.

Anny Chia 

If someone did someone leave, maybe for a while. It was a canned and personal whoever did it left.

Andrej Zito 

Yeah. Or they gave up that happened to or ran out of budget. Maybe. Okay, so now did okay, so do you have any sense of the content? Like, why would you subscribe to this channel in the first place? Or do we do we look at the I don’t know, maybe the titles first, so we have a better understanding of what

Anny Chia 

Sure is about. Sure. Yeah. Yeah.

Andrej Zito 

So these are all demos of something. Tridion Yeah. Looks like it’s like a publishing thing. Okay, overview of their services. So that’s a promotional. I’m actually wondering if they’re just storing these videos here so they use them on their website.

Anny Chia 

Is that on the website? Maybe?

Andrej Zito 

I don’t know.

Anny Chia 

Cuz there’s like there’s a few right? Because you could be even see there’s a welcome to our YouTube community. Video.

Andrej Zito 

Really? Where? Yeah, there. Oh, oh, yeah. Want to see that? So within seconds Can you see? Welcome to earn new channel. A place where you can stay updated with the latest news and views from across the language.

Anny Chia 

Oh, that thought that thought is actually branded. There’s a thought with to color. Yeah.

Andrej Zito 

Oh, that’s it. What do you say? Well, you can stay updated with the latest.

Anny Chia 

You’re like way that’s my that’s my competition.

Andrej Zito 

Right. But But this technically now you think about it. I don’t see this on their channel.

Anny Chia 

No, I don’t. Yeah, but but is that is that pointing to this place? Or the YouTube rdps community?

Andrej Zito 

Well, there’s no description. So.

Anny Chia 

Oh, yeah, that’s Yeah, that’s odd. Maybe you’re right. Maybe they’re hosting it on their website or something?

Andrej Zito 

Yeah, but where would it be here? There’s RWS community

Anny Chia 

Or about or contact us something like that. Yeah. Maybe about

Andrej Zito 

I think we couldn’t be more about the company. It’s not. Yeah, no videos. Oh, there’s Oh, there’s the video. Isn’t that?

Anny Chia 

Oh, why is this tiny?

Andrej Zito 

But this isn’t YouTube.

Anny Chia 

That’s not even YouTube. Yeah.

Andrej Zito 

So yeah, I think the videos, maybe then are only for YouTube. Right? Or primarily for YouTube. Which makes it worse, right. Okay, so we have a bunch of I don’t know product stuff. We have some branding marketing stuff. Then this I think maybe it’s what I would see as this is where to talk about the news. Yeah, like that mentioned in this thing.

Anny Chia 

But that to me is so weird. I don’t want there. So why Black History Month is on this channel.

Andrej Zito 

I don’t know.

Anny Chia 

Yeah, I’m really confused why that video is here.

Andrej Zito 

Yeah. I don’t know if they tied somehow to

Anny Chia 

Democratization. Yeah. Maybe.

Andrej Zito 

But in other in other thoughts. I think they’re just sort of riding the trend. Right. You know, five months ago. Black Lives Matter. So let’s do a video. So yeah. Okay. Excess. So Morty excess stuff, so I guess that’s another productive thing.

Anny Chia 

No, it’s a seminar. It says day two.

Andrej Zito 

Right.

Anny Chia 

Yeah. It’s like a webinar kind of thing. Yeah. Day one. Day two.

Andrej Zito 

Yeah. But I assume that the webinar is about their products again. True. Yeah. Yeah, okay. This is ulti -access. There’s deals, bricks builder, there’s a lot of tool probably. content that I have. Okay. More tools, more tools, more tools, like history. Like history, celebrating Black History Month.

Anny Chia 

How many months is there? That’s like five months ago and nine months ago. There’s more than one Black History Month. Isn’t? Yeah, I’m confused. Oh, yeah. Yeah.

Andrej Zito 

Okay. Yeah. All right. Well, okay, we’re getting to one year ago, so I don’t want to scroll any further.

Anny Chia 

So yes, so celebrating pride. There where there’s pride to celebrate belong.

Andrej Zito 

Yeah. Yeah, for that. I would. I can definitely see a better thumbnail for that. Folders. Don’t talk too much. Okay. So from what we’ve seen in the past year. I don’t think this channel looks like it’s The best thing for the group as a whole looks like a lot of mix of kind of tech stuff. Some marketing, and some, I would say random content.

Anny Chia 

Yeah.

Andrej Zito 

So

Anny Chia 

is there any playlist that groups them? I wonder, right there? Well, there’s okay. A bunch of them. Right.

Andrej Zito 

So about so these are things about Yeah, they even called trends. Right, but there’s only one Oh, the agility? Yeah.

Anny Chia 

Is there a playlist for black history? Yeah,

Andrej Zito 

Yeah, I just are like pride. Yeah. Maybe those are not part of anything. Interesting. Yeah. So those were the videos though. I don’t know if I would ask you if you would subscribe. And yes, you are not their target. Would you subscribe?

Anny Chia 

Probably not. I choose my subscription very carefully. Because they feed into your feeds. Yeah, sure. Yeah. Yeah. I have so many channels. I actually watch quite often. And then I realized oh, I don’t subscribe to them. And then and then I subscribe to them.

Andrej Zito 

Yeah, it’s like the random

Anny Chia 

Yeah, cuz they just eat because you click one time the algorithm just like keep pop pops. Yeah, yeah, keep feeding.

Andrej Zito 

I had to, I had to, but you know, there’s a feature where you can tell YouTube not to show anything from the channel.

Anny Chia 

Right? Oh, yeah. Not interested

Andrej Zito 

For the Sheba ingredients, because it keeps showing up any Yeah, and it’s very tempting. Alright, we’re halfway, I mean, half an hour in so that’s what I wanted to go is to here to about where basically, this is where you would tell me to text what your channel is about and then maybe I can again, go back to the videos and see if you actually deliver on your promise. Right so we are the world’s bla bla bla, we help customers so that’s about them. We work okay, so it doesn’t say anything about the channel.

Anny Chia 

Right? So like more like a company about page right?

Andrej Zito 

Yes, exactly. Yeah. So yeah, I think so another educational tip would be say what your channel is about like what can people get

Anny Chia 

Out of the channel?

Andrej Zito 

Yes, either here or here on the butter. So like what is what is the value the same way that you think about this part? So this is like one of the most important things on any web page, the the unique value proposition the biggest text that you see on every landing page right? Which is what the people are going to get if they interact or engage with you. So the same thing goes for this one and like you said, like this shouldn’t be about what your company does but maybe what your company’s YouTube channel that’s yeah.

Anny Chia 

Yeah.

Andrej Zito 

But at the same time when I think about my about page, I think it also starts with a brief like kickstart your career but then I do explain like what this what this channel is about, right. Okay, so So the thing is that if you don’t tell them I mean if you don’t tell people what your channel is about, then they’re just going to guess and in most cases they wouldn’t be as thorough as as us. So maybe they would only look at the last few videos. I think somebody said this. Maybe even the met the Mr. What’s his name? The youtuber, Matt?

Anny Chia 

Matt D. Avella.

Andrej Zito 

Yes. I don’t know if he said it or who said it but they say that your as best as your last video or something like that.

Anny Chia 

Right. I don’t know if it’s Matt. I think it was Alex. She said you’re a copywriter is only as good as their last project hurt.

Andrej Zito 

But I heard it also about videos from really, I think you can you can apply it for anything. Right?

Anny Chia 

Yeah. Yeah, I guess so.

Andrej Zito 

You’re only as bad as your last work that you so yeah, yeah. So based on this it looks very, very what would be the right word very. Like there’s a there’s tended to be Yeah, okay. Yes. And that very well thought off and not very well executed. Okay, so videos. Now do we want to do something about copywriting? I think we should. But other To know which video should I pick? Should I pick maybe the last one? Yeah, I’ll let you comment more on that. And maybe then one that has more views like this one or two overview if they do anything about SEO? Sure. Okay, so I’ll open this one. And which one do you want? have these two? Um, do you also want them Black History Month?

Anny Chia 

Yeah, I was actually wondering, because that seems like a, they did it. They did it for it. I don’t know if they did it for trend. But yeah, maybe they did.

Andrej Zito 

Okay, so I’ll open this one. And then the Blackie string. So I won’t play it. Right. Okay. So maybe briefly mentioned, what are the key things that we are trying to check for?

Anny Chia 

Yeah, for me. Like the title is important. The title. So I mean, it’s once you’re established channel, the algorithm of YouTube doesn’t matter so much. But for the SEO to work, like your title should match your primary lead keyword. So and the more keywords you put in your description, the more it helps you to understand what exactly this video is about. So the algorithm can push it to the right target audience and when more people are watching it, and more people are commenting, interacting with it, increasing the engagement, that tells you to Yes, this is relevant content, so it’s gonna keep pushing to people.

Andrej Zito 

So that’s kind of rank higher.

Anny Chia 

Yeah, that’s how you rank your videos up. So here, we could see tridion demos. So if tridion was a keyword, that that would, yeah, that will probably work. It is not very specific, but at least he has like demo. If people are looking up tritium, they don’t know how to use it, they probably will type tridion demo. So this would work. And I don’t mind the dash in the translation organizer, because this tells me I’m looking at this specific part of the tritium product. So I actually don’t mind this title. And the short description, the demo shows how localization managers or any owner can use the web client and translation organizing module to manage submit content for translation, there’s no mention of tridion anywhere. So that is also something that can help SEO when they are pushing for it. But I actually don’t, I don’t know like, this, the scription doesn’t really feel like it’s connected to tridion. When I read it, for some reason, it kind of feels very generic about like, this is how the tool does rather than this is what this specific video is about, even though it says the demo shows how people can use web client and translation organize a module to manage translated content.

Andrej Zito 

Yeah, I don’t know. It’s I think you need this bar, like the translation organizer module, I think, maybes It is about Yeah, yeah. Well, they put here but like, yes, like you said, it’s not about he doesn’t mention tridion.

Anny Chia 

At all. Yeah, yeah. And I’m not sure to me, it’s it’s a longer sentence that can be trimmed down. That’s one key thing with copyright writing, maybe it’s better to use less, like, less. Yeah, shorter sentences to get to the point because like, or any owner like that, I would just cost them out. Yeah, cuz who’s gonna use this probably localizes your managers right? Like most of the time, then sure. Or you can just maybe change it to localization professionals, but just remove the bracket because that just, yeah, makes the sentence a little bit shorter. Yeah, but overall, it’s short and descriptive. I’m not sure if they have any tags. So I don’t really know how this description

Andrej Zito 

You can see here.

Anny Chia 

Yeah, there’s no tags, right. So technically, they don’t really rate towards that. And you can even see like vid IQ says their description is too short. Because it’s just basically two liners, or one liner, I guess. Yes.

Andrej Zito 

Yeah. Yes. So this is another handy tool that you can install. It’s a free one previously mentioned to buddy and you can also use vid IQ. So we use both. You have a free plan in both plugins. I think it’s a plugin for Chrome. And it gives you some handy statistics and even if you create videos, I think it was showing this one You get the sort of like a checklist over what you need to do. And it’s exactly like any was saying, you don’t use the keywords that you have keywords in the title and then you use them in your description. Which again, tells you to what this video is about. Yeah, so this is what’s missing. I’m surprised I have this. Weird. Yeah. Okay, so, title. I think the title is okay. Yep. Short and sweet. Yep, no tax. So we should maybe mentioned that the tax probably don’t matter that much. Yes. But it’s still, it’s good to have a few yaks, the description would be more important. And yeah, they have no I think maybe this high risk thumbnail means that you’re not using a custom thumbnail.

Anny Chia 

Yeah, probably. Yeah. But those are just I guess, low things that makes the video.

Andrej Zito 

Yeah, it’s just the views are 40% down in the last 30 days. Right. Oh, I never seen this turistic. Okay, so that was this one. Alright, so what do you want to say about this one? This one is even more brief.

Anny Chia 

Yeah. Build a more meaningful connection is a very, very, very generic title. Yes, like, that doesn’t tell me as a as a viewer, right? It doesn’t really intrigue me, I don’t really want to click on it. Because like the difference between these two, like the previous one, it’s very clear what it’s about. It’s a tritium demo and trying to organize translation. If I’m looking for it, I will click on it. But this is more like a maybe like branding type of thing. But it doesn’t really mention our Ws in anywhere. So among all of the C’s of videos on YouTube, like I probably will never click on a build more meaningful connection. Video, and even if I’m searching for how to build more meaningful connections, this will never rate up and it will never show up. So essentially, this title doesn’t really help this video in any way, I think. Right? Yeah.

Andrej Zito 

Yeah. I agree with that. So what I think this is missing is, first of all, RWS Group because this video is about you. Yeah. So I will put RWS Group as the first thing. So when people see it, they might stumble upon this one. Because I think if people are looking for a diverse group, maybe this is one of the videos, which I think maybe you want to rank for, because it’s about presenting your company and your values. It’s about that. And maybe instead of build more meaningful connections, I would say I don’t know, RWS Group, what we’re about or our mission or something like that.

Anny Chia 

Yeah, if you look at if you which, which we actually found out right, RWS Group is a very good keyword earlier when we were trying to search for the channel. Yeah, if you type RWS Group right now, aside from the latest video, the first one that shows up is like, overview of RWS’ language service. Now that’s clear, because you’re talking about language service of the RWS Group and RWS Group is in the title

Andrej Zito 

We work with, we will do mean.

Anny Chia 

So if you search right now look at the third video, like scroll down, because those are latest right? Oh, wait, why you have different? Well, at least that that’s the same, like Welcome to RWS. There’s also there, like overview that overview of RWS language service.

Andrej Zito 

Right, right, right.

Anny Chia 

Yeah. So it’s, it’s a stock, probably a stock branded video again, but that at least has the company’s name. And it’s like, you know, it’s about overview of their service, whereas this one is just like, I don’t know what this is about, like, what this build more meaningful connection mean? Like, I don’t know. Yeah. Yeah.

Andrej Zito 

I think it’s interesting to see once I chopped this video, and I posted it with proper SEO, right. I mean, proper. Well, I wouldn’t consider myself an expert on SEO but some, some SEO some best practices. Yeah. I’m wondering if I’m going to actually show up.

Anny Chia 

Right.

Andrej Zito 

Right after their latest from

Anny Chia 

Well, we have a good shot. It’s a very good keyword low competition. Yeah, so maybe, yeah. does have decent volume as well. So

Andrej Zito 

Alright, so it was about that.

Anny Chia 

And the description is discover how sorry. Oh, I was gonna just quickly touch on the description. Yes. Okay. Yeah, description is discover how RWS help brands? Oh, yeah. So that’s what we said. I thought that was like the first liner of a longer description. But no, yeah, that was the whole thing.

Andrej Zito 

That’s all you’re gonna get.

Anny Chia 

Okay, but it does it Actually, this does check the high res thumbnail. That’s weird.

Andrej Zito 

Huh? Huh? Interesting. There’s no tooltip on that.

Anny Chia 

Yeah, but it doesn’t really have a high res thumbnail unless like it just grabbed the video. So maybe that’s high res. I’m confused. Yeah. But the overview of RWS is language service is a newer video. So maybe starting lately, they started to care about SEO, because that’s kind of like, the latest video before they launched all the trivia and demo stuff.

Andrej Zito 

Let’s see. No, it’s just the yeah, I think it’s just right. Okay.

Anny Chia 

I mean, yeah.

Andrej Zito 

Yeah. Like the difference between these two is that this one is like specific. Yep. Like what this is about, and this one is just like, what is your I don’t know, what mantra or Michigan or something like that? Yeah. Okay, so let’s go to the black history. One. Black History Month number two.

Anny Chia 

Yeah, this doesn’t really. I mean, the one thing that’s specific about it, it has 2021, which a lot of videos kind of do, you know, with like, their years and stuff. So you can kind of renew it somehow. And it’s more specific, because the more specific you are like on their CEO, the better it is. Our short documentary celebrates some of the many contributors that black people have contributions that that people have made and continue to make. Yeah, that’s just like really odd to me during the description, or what the video is about, like, like, where how this fits in the channel. Yeah, I’m not saying like, companies can put out content like this, but it just it seems. Yeah, like a little bit out of place. Yeah. Yeah. With among, like, all the other videos they do, and especially like, there’s only Black History Month and there’s no other like, let’s say if you really wanted to go on like socials and stuff, there would be like stuff about, let’s say Women’s Day, like I would imagine, or there’s pride one, but it seems. Yeah. Seems like really singled out for some reason.

Andrej Zito 

You know what, like, now when I scrolled through this, and when I know you see it, right? Yeah. Previews. Yeah. I’m actually wondering if they even produce the video.

Anny Chia 

Right.

Andrej Zito 

Hmm. Okay, well, you will not hear it.

Andrej Zito 

Yeah, it’s real like in the way that documentary.

Anny Chia 

Yeah, but it says our short documentary though. So.

Andrej Zito 

Yeah. But But then, but then you think about it that? Why would the localization company create something like this?

Anny Chia 

Yeah.

Andrej Zito 

It’s like so random, like you said, and it doesn’t even tie to the organization or to the RWS. It’s just like, Ray, we just wanted to create something? I don’t know, to honor the contributions that black people have made? Yeah. To me. It’s really just like jumping on the train like everybody’s like, trying to do towards black people. But it doesn’t just fit into the Yeah, the channel.

Anny Chia 

It is shared on Facebook, so maybe there’s more reasons why it is there. But yeah, I don’t get it.

Andrej Zito 

Yeah. Okay. All right.

That’s the end of the first video in the series, probably, I’m going to call it YouTube reviews. I’m still not sure. Hopefully, you got some value out of this. And you can use our suggestions to improve your YouTube game. If by any chance you’re interested in having your YouTube channel reviewed, just email us at youtube@localizationacademy.com and we’ll try to get to you. Thank you for watching this video. Hope you got some value out of it. If you want to stick to the series, please make sure you subscribe to the channel. Hit that notification bell and I will see you in some other video. See ya in two weeks with Lionbridge. Bye bye!

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