We don't need to tell you what are explainer videos and why you need them to be a part of your content marketing strategy. 80% of people say that they will watch a video on a page when only 20% prefer reading text. You can do the maths yourself.
But this is old news, and explainer videos are being effectively exploited to increase traffic and generate leads. With 87% of the industry professionals using video as a marketing tool, you must know how to stand out!
So, how to make your explainer video stand out and reach its target audience? In this blog, we will answer that very question. So read until the end of the blog to make sure you know how to make the best of your explainer video.
What are the top five ways to utilize an explainer video?
Add the explainer video to your website
It is the first step to video marketing. Put your explainer video on your website. By offering them to watch a small video about your company, you are not only informing them but also engaging them. People spend as much as 88% more time on websites that have video content, says Forbes.
The longer they stay on your website, the better it is for your search ranking. The following are the ways you can make the most of your product video.
Upload the video on the right page
Product information videos work very well on the landing page or home page. However, it largely depends on the content of your video and that of the home page. Make sure your video doesn't disrupt your audience's landing page experience and blends entirely with the page's concept.
Place it above the fold
The motto of your explainer video is to be seen. Users don't have the time or mindset to scroll through the entire page to find engaging content. Thus, you have to make sure the video is easily accessible. The best way to ensure that is to put the video above the fold of your web design.
Choose a video host instead of YouTube
It is not a great idea to publish your product video on YouTube and letter embedding the link to your website. Youtube ads will consequently hamper the user experience, and the strategy will backfire. It's better to use an external video hosting website to publish the content.
Autoplay or non-autoplay
This is a decision you have to make on your own, owing to your target viewers' nature and web design. Both have pros and cons. While autoplay may add an element of surprise and dynamic to your webpage, it may as well feel sudden and intrusive to some.
On the other hand, if you let the viewers decide whether they want to play it, you stand the video's risk of getting scrolled past.
Upload your explainer video to youtube
Did you know that YouTube is the second largest search engine after Google? Yes! It's absolutely right.
Oberlo states that there are 2 billion YouTube users worldwide, and 90% of the people discover new brands and products on YouTube. This means there is no way you should rule out YouTube when considering video marketing.
Here is how you can get more views on YouTube
Do your keyword search
Similar to Google, keywords are a must for YouTube as well. So, the first step is to conduct keyword research. Sort out the most relevant and robust keywords and integrate them in your title, description, and tags, so that it's easy to find. However, traditional SEO finders used for Google will not help you here.
The two other options to explore are: using YouTube suggestions or TubeBuddy.
Create a compelling description
You must include a summarized description of your explainer video while publishing it on YouTube. It should clearly convey the concept of your explainer video to your audience. Use this description to add relevant links and CTAs.
Develop a transcript
YouTube uses transcripts to scan your video for content. Depending on this, YouTube understands your video and ranks for more keywords and search items. Feed your transcript to the platform, and it will highlight your content by its virtue.
You can also let YouTube generate the transcript automatically, but you will stand the chance of words being mistakes as something else owing to the accents and dialects.
Use a compelling thumbnail
The first thing that the visitor or audience notices is the Thumbnail. Thus, it created the first impression of your video and has to be appealing enough to make them click on the video. Follow the relevant guidelines to create a brilliant explainer video thumbnail.
Create an actionable CTA
No matter how rich your product video's content is, you can not move your targets forward in the marketing funnel if you do not have a CTA button. How to empower a CTA button?
Here is how:
Use power words
It's easy to embed a CTA. However, you need to know how to optimize its purpose. The best strategy is to use powerful and emotional words that compel the viewers to respond. However, you should be careful not to offend someone or prick on their prejudices and beliefs.
Create a sense of urgency
There are some common words and phrases that will help to create a sense of urgency among users. For example: "Now", "Today", "Get Started", "You Must" etc. Such phrases give the product video a touch of time sensitivity. These CTAs are highly effective when it comes to boosting conversion rates.
Make sure it adds context.
CTAs usually appear at the end of the explainer video, so you must align the button to its context. Ideally, it should feel like an extension of the video experience.
Conduct A/B split test
The only way to ensure your strategy's success is to get enough data to support it before you invest. The philosophy is the same in the case of CTAs. Choose a select number of CTAs and conduct A/B split testing to determine which one will work best for you.
Share the explainer video on social media
Social media is currently one of the most powerful tools in marketing. There are approximately 3.5 billion social media users worldwide, and you must know how to reach out to them.
These are the factors that you should consider while posting on social media:
Make sure the video works even on mute
81% of people play videos on mute. Social media platforms are designed to play videos on mute automatically to ensure an enhanced user experience. Therefore you need to make your video comprehensive and engaging, even without sound.
You can also add captions to simplify the message. Closed captions and subtitles boost shares upto 15%.
Figure out the best time to post it
It is essential to post the video during rush hours. There are specific slots in the week and the day when there is most social media activity. So you have to follow the timeline and publish your video when your target audience is most active and is more likely to come across the video content.
Upload it on native posts
Understand that all the social media channels want to keep the audience on their native channels as long as possible. That is why they have algorithms that prioritize videos that are meant to stay on their native platforms.
On the other hand, externally hosted videos drive the traffic out to other websites, which is not desirable. Therefore it is a good idea to post the video content through a native post.
Attract the audience niche to your video
There are a few practical ways by which you can redirect more audiences to your video content. They are as follows:
- Joining groups and communities on Facebook.
- Interact with professionals and customers by using hashtags and tags.
- Reach out to influences in your niche to whom the video may be beneficial.
- You can also invest in paid advertisements.
To sum it up
There are multiple ways that you can exploit the power of your explainer videos. People often refer to them to learn about a brand or a product. All you have to ensure is that they are available to your target audience and leads at the right time on the right platform. The guidelines are to help you figure out how to do that.
So, what are you waiting for? Hire an excellent explainer video company and start your video marketing journey.