When it comes to the on-page optimization of your videos, be it on YouTube, Vimeo, or your own website, your title is the number one priority. Your title will become the title tag in the Google search engine results, and will be the first item Google looks at to decide what to rank your video for.
Consider how you want to be found. If the video is answering a question, the title of your video should be the question someone would type into the search bar. If the video is a brand video, title your video to be focused in your geographic area and industry. Use the Google Keyword Planner to find which terms people are searching for to discover companies similar to yours.
Whatever you choose, write your keyword first. After that, you can include branding information such as your company name, website, or phone number. Whatever you do, do not keyword-stuff. Write what you think makes sense for your audience. When in doubt, remember Google’s philosophy: focus on the user first, and all else will follow.