Your own marketing or product video is ready. Freshly baked it now lies there.
And now?
There are actually companies that produce a great video, put it on their website and now think they’re going to be a big hit.
This can happen, but is rather seldom the case.
A big role in this is played by the right marketing.
Without that, the success of your explainer video will most likely remain absent.
The first step for marketing is the distribution of the video. So where should the explanatory film be placed and offered?
Positioning & integration of your explainer video
It is important to always offer the video on multiple channels, media and platforms. The target group is widespread and everyone uses the respective channels differently, more or less frequently.
To reach your entire audience, you need to ride multiple tracks.
1. own website
An explainer video on your website or landing page can increase the conversion rate on your own web presence by up to 80%. Nevertheless, positioning is very important here. Because the first impression counts. On average, 55% of visitors are on your website for less than 15 seconds.
That is, the video must necessarily be present, without miserable scrolling down or looking on sub-sub-sub-pages.
So the best positioning for your video is prominently on the home page.
1. it should be immediately apparent when your home page loads.
2. choose a suitable thumbnail (preview image) for your video that appeals to your target audience but also fits into the overall image of your website.
3. choose a big eye-catching play button that invites you to watch.
4. add a plug-in that allows your video to be shared on various social media channels right away.
5. add a call-to-action banner or prompt sentence below your video with a direct link, e.g. to the product page, store page, landing page or event invitation.
2. social media channels
Social media has long been part of every company’s marketing mix.
Did you know that 70% of companies in the B2C sector and 40% in the B2B sector have already acquired their customers via Facebook? LinkedIn, Twitter and Instagram can also show similar numbers.
Therefore, you should upload it on your previously used platforms or share it in groups, forums or via influencers.
Here are the main social media portals for video distribution:
1.Facebook
: Upload your video under the Videos category and especially under the “About/About us” section to increase visibility. In addition, the video should be uploaded as a post on the Timeline. This increases the ranking in the fans’ newsfeed and thus guarantees a higher reach.
2. YouTube:
The most-used content platform after Facebook. The medium, specially designed for videos, is a must-have for any corporate video. It is important to add the right title, description and tags so that you can be found at all among the millions of videos. In addition, the videos on YouTube ensure a better ranking in search engines, such as Google & Co.
3. Vimeo:
One of the most used video platforms after YouTube. Again, if you upload videos, you should set up descriptions, keywords and tags, and thumbnails correctly.
4. LinkedIn: The platform is especially important for B2B companies. More than 25 million LinkedIn profiles are viewed daily based on business interest and synergies. Therefore, it is advisable to upload your video to your LinkedIn profile and share it as a message in the newsfeed.
5. Twitter: You can’t upload videos here, but you can tweet links to the video on YouTube or your own website. Incidentally, at least 700 YouTube videos are shared on Twitter every minute.
3. email campaigns & newsletter
If you include an explainer video in your newsletter or dedicated email campaign, you can increase your click-through rate by 200 to 300 percent.
Moreover, just adding the word “video” in the subject line of the email can increase the open rate by 50%.
Use an appealing thumbnail and announce the video already in the subject and first lines of your email.
4. PR
Create a press article or guest blog post where you can integrate your explainer video. And if the article should have nothing to do with your video, then integrate it at least in the bottom section, with the info about the author or company, i.e. the sender of the article.
Through a blog article with video, you can achieve up to 3 times more inbound links to your website or product than without.
It also performs better in overall performance and ranking on Google & Co. You can thus achieve a higher reach and conversion rate.
Bloggers and magazines know that, too. They prefer articles with video and are more likely to accept them than PR articles without video.
5. paid advertisements
Display formats have also adapted to content requirements in recent years. Video content has grown in importance. Video ads are now possible on all portals. Whether on Facebook, Instagram, Google or individual magazines and blogs: moving images are flickering everywhere.
The good thing about ads is that you can reach targeted contacts quickly and in little time.
Video ads cost significantly more compared to text or simple image ads, but the ROI (return on investment) is also usually significantly higher.
6. fairs & events
Do you have a trade show appearance planned, a company celebration, a presentation or a launch date? Take your explainer video with you and show it live – either as an active part of your presentation or on a stand display that plays in the background.
7. sales presentation
Give the video to your sales force as well. Those people who are in direct contact with B2B or B2C customers and sell the product or brand.
Selling a product or just explaining it alone is often not easy. Especially when it comes to complex, invisible and haptic products. An explainer video can represent these and make them tangible.
Integrate your explainer video into as many of these distribution channels as possible and increase your success with higher conversion rates and sales.
