If you’re making product videos (and you should be), then you want them to be found. Unfortunately, Google’s machines are still a long way off being able to watch videos and work out the key search terms. So you need to help them.
There are ‘tags’ of course on YouTube, and it makes sense to use these fully. However, they’re limited, and can be abused. The key is locked in the video’s narration, whether that’s in on-screen text or spoken. Either way, the best tip is to transcribe that narration in full.
Once we’ve got that text, where’s the best place to present it? We could just dump it in the YouTube description section, but I think we can do better than that. One of the useful things about a transcription is that it will appeal to people who don’t want to watch a video. Anyone who’s found us on YouTube will probably not be in that category. Also, only a few people read the hidden description on YouTube videos.
An alternative would be to upload the video to YouTube, then present it as an embedded video with the transcription on your website. That way, any non-video watchers who come across the page on your site will be able to read what they don’t want to watch. Best of all though, Google will be able to associate the text on the page with the embedded video, and use that to contextualise the video on YouTube itself. I can’t guarantee this will always work yet, but in all likelihood it will increasingly do so in the future.