So, you finally have an explainer video for your business, congratulations! But what’s next?
Once you have your video, there’s a lot you can do with it. If you do nothing, on the other hand, it will remain in obscurity and won’t unlock its full potential. You’ve got to strategize and market your video to increase exposure.
Here’s what you can do to make the best out of your explainer video:
Place it on your homepage
Video content has a way of grasping people’s attention. Most site visitors don’t take the time to carefully have a look at a business’s entire website if it doesn’t initially seem interesting.
You can increase the chances of getting visitors hooked with a well made and optimally positioned video.
Most people would recommend featuring the video front and center, above the fold, surrounded with minimal copy. Though this is the general practice, don’t think of it as a rule etched in stone.
Instead, use A/B testing and optimization tools, such as Visual Website Optimizer, to figure out where the sweet spot lies.
Use the video on your landing page
Similarly to how a video on your homepage can prove to be effective, a video landing page can do wonders because it’s a tried-and-true formula. Landing pages with video result in 80% better conversion. People don’t want to read long pages of text to understand your product or service. Hence, videos have become the most popular method for consuming information.
Once you have an amazing explainer video at your disposal, be sure to create versions of it that are optimized for social platforms. Basic video optimization for social media includes:
1. Adjusting the dimension
For social platforms such as FB, IG, and TikTok square format works best. According to Statista, the global active mobile social media traffic is at 3.66 billion users as of October 2019. If you want in on the action, then you need to pay attention to your explainer video’s dimensions.
Square videos work well because they cover a larger area of the screen on mobile. This results in much more engagement on these platforms.
According to a source, square videos can increase the influx of views between 30-35% and can boost engagement up to an impressive 80-100%.
A lot of the businesses are now also experimenting with vertical video which covers the whole screen of your smartphone.
2. Tailoring the length
Due to short attention spans and certain platform limitations—such as 3- to 60-second videos for Instagram posts; 15-second vertical videos for Instagram Stories, etc—consider doing a couple of different edits of your existing explainer video that are suitable, short, and snappy.
Create multiple versions of your explainer video so that you perform A/B testing. These could be variations based on the total length of the video, different intros, and CTAs, etc. Testing is compulsory if you plan to use the video in paid advertising. All major social platforms provide in-depth metrics that include insights on various aspects, such as which version of the video consumers engaged with the most, which version was played the longest, and more.
Include it in your email campaigns
Add some content about how explainer videos can be effective when adding to emails.
We often get asked, “How do I insert a video in an email campaign?” You don’t have the option of placing a video in the body of an email, but you can link one in your signature. Here’s how:
- The first thing you need to do is get a screenshot from your video.
- Once you have that, open the image in Photoshop and add a play button to let people know that the image represents a video.
- Now, log in to your Gmail and select the cog at the top right. From the drop menu, select Settings.
- Scroll down and find the “Signature” section and start editing.
- Click on the “Insert Image” option and select your photoshopped image.
- Choose the appropriate size and position of the image.
- Select the image so that it’s highlighted blue and go to the “Insert link” option.
- Copy your video’s URL and paste it in the “Web address” box.
- You have the option to test the link at this point.
- Scroll down further and click on Save Changes.
Viola! Your new signature is now equipped with a link to your explainer video.
Use it in pitch meetings
An excellent way to use an explainer video is during meetings; especially when you’re presenting an elevator pitch to an investor. A well put-together explainer video will provide a clear overview of your product or service and will give you a solid foundation to start your presentation.
Debut your explainer video at conventions and conferences
Similar to how you’d use your explainer video at pitch meetings, you can also use it at conventions, tradeshows, and conferences. If you’ve set up a company booth, you could have the video play there for attendees as a way to introduce your business, product or service. You could have it play on a TV or jumbo screen in the background. It’ll add a dynamic touch to your exhibit.
Add it to your YouTube channel
With the popularity of video, Google is now ranking YouTube video results of a search query higher than conventional website results. Therefore, adding the explainer video on your channel will make your company more discoverable.
When you add a video to your channel, be sure to add subtitles, relevant tags, an eye-catching thumbnail and a proper description of the content along with links to your website and social channels.
Leverage key scenes from the video
Extract key scenes as static images from your explainer video and use them in your marketing efforts. You can also extract 3-5 sec GIFs from the explainer video and use them on social media as well.
The Bottom Line
There are plenty of ways to get the best out of your explainer video. It would be ideal to have a plan of action even before you go about having your video made.
If you have a better understanding of how you’re going to use the piece of content, you’ll know the different dimensions, length variations, etc. you’ll need your explainer video in.
Can you think of some more interesting ways a business can use its explainer video? Let us know in the comments.