Congrats! You’ve decided to put an explainer video out into the world! You’re spiffy new video will break down your product or services, but now what? Here are our tips to optimize and distribute your explainer video content. Let's maximize your explainer's success and ROI in one fell-swoop!
1. First Things First! Start with SEO
Optimizing the SEO of your video is crucial. Why? Because no matter how funny or informative your video may be, if your audience can’t find it, it won’t help your brand reach its full potential. Give your video a short and catchy title and use relevant keywords in your description. Think about the keywords your audience might type into online search engines – then use them in your title and video description. Don’t ignore captions, they’re your friends and you should use them when you can!
- Include direct links to things you mentioned in the video
- Make it easy for the viewer to follow through on a call-to-action (i.e. sign up for free trial)
2. Social Media Sharing
We can’t talk distribution without talking social, so first thing’s first: check your social platforms!
Facebook rivals Youtube as one of the most popular video distribution channels and flaunts incredibly easy and accessible liking and sharing tools. Like Twitter, these media platforms reach a large and widespread audience.
Shorter videos can easily increase your online visibility on these immensely popular visual platforms. Twitter, for example, allows videos up to 30 seconds. If you want to reach a younger audience, consider Snapchat and Instagram. Snapchat allows videos up to 10 seconds. Since April 1st 2016, Instagram allows users to post 1 minute videos on their profiles. Social media progresses over time, make sure you keep up, too!
- Connect with your target audience
- Don’t fall into the trap of wanting to go viral
- Consider putting money behind your posts
3. Where to Host Your Videos?
Each video hosting platform has it's pros and cons. It's best to shop around and see what suits your video marketing plan best. Here's a quick breakdown of what each platform has to offer:
- Wistia: Your audience’s behavior is made clear with built-in heatmaps, engagement maps, and lastly, demographic information about who’s watching and from where.
- YouTube: The second largest search engine in the world, YouTube is the perfect place for uploading content for high SEO and searchability. YouTube has a treasure trove of information, showing you geographical information, gender, device type, and more useful information to gain insight from.
- Vimeo: The world's second largest hosting video hosting platform, it's often dubbed the “the creative person’s video hosting platform”. Most often used for music videos, documentaries, and has a less saturated network than say, YouTube but offers bigger access to film making professionals.
- SproutVideo: Powerful, easy to use, affordable video hosting.
- Vidyard: This pricey platform allows for more personalized video, in-depth analytics, and syncs with most marketing CRMs systems.
4. Front and Center on Your Homepage
The most important online hub to place your video is your very own homepage. Studies have shown that people spend 2 more minutes on a website when there’s video involved. People get a first impression of your company’s brand message on your homepage. It's exactly the place where you want that extra online attention. If you upload your video on external video platforms, always link back to your homepage in the video description. In that way, they can become immersed in your brand.
To Autoplay or Not?
Autoplay: All Social Platforms
Opt out of Autoplay: Website Pages, Landing Pages, Email
5. Rule of Thumb: Always Optimize for Mobile Devices
Optimize your video for mobile devices. In the past years, the number of mobile video views has astoundingly grown. For now, more than 50% of YouTube’s’ views are on mobile devices. And it looks like that impressive growth is only getting bigger. Trends such as 360° videos, autoplay function or vertical videos are booming business and in full growth.
Social media have apps available for smartphones that automatically play your videos, so that’s a nice bonus! But make sure videos on your website can also easily be viewed and shared on mobile devices.
3 Important KPIs
- Views: A video view counts as anything after three seconds.
- Click rate - CTR: Shows how many people are clicking through to your landing page or website.
- Average watch time: This is the total watch time of your video, divided by the total number of video plays, including replays.
Measure your video’s performance. Though you might’ve thought of a detailed video marketing strategy before you released your video, it’s essential to keep an eye on the attention span and drop-off rates – and adjust your strategy accordingly. There are a bunch of tools such as Wistia, Hubspot or Google Analytics that can help you out. Vimeo also has an easy-to-use tool to collect your personal stats. Ours taught us that the above video from ‘Founding Fools’ had 63 likes and more than 1500 views only in 4 days! Keeping track of these analytics is really simple and will offer you all the information you need to optimize and adjust your video marketing strategy.
Need a bit more direction in the video distribution journey? We'd love to help!