Updated: Apr 15, 2020
Here is my go-to checklist for steps to get started with your video campaign.
After spending several weeks or months crafting a unique video, the next question that comes up is what to do with it? How do you distribute your explainer video on a budget so you get the most results out of it? Thinking about a video strategy usually start before the actual video creation, nevertheless here are 7 short and sweet tips to market your explainer video in 2020.
1. Link your video to a campaign, event, promotion deal or special occasion.
This might seem like a no-brainer to many industry professionals out there, but you won't believe the number of times that I have seen videos posted on the web with no particular strategy in mind. Why are you sharing this particular video and why would people care? Put yourself in the viewer's shoes and ask yourself why this could benefit anyone and why particularly now?
Why are you sharing this particular video and why would people care? Put yourself in the viewer's shoes and ask yourself why this could benefit anyone and why particularly now?
The answers to the why question are manifold: Because of the recent coronacrisis we are doing the necessary to...; summer is about to start and we...; join us at the WebSummit to experience our... first hand.
2. Adapt the video format to the occasion
In the same way that you might dress differently to a wedding, birthday party or business lunch, make sure that the video you put out is always adapted to the setting. When sharing a video on social media sites such as Facebook, LinkedIn or Instagram, make sure to include caption or subtitles in your video since audio is by default turned off on these sites. Secondly make sure that your Instagram post is in square format (1000*1000px) instead of the usual widescreen format that works great on YouTube (1920*1080px). If you are showing your video at a trade conference on a 70 inch UHD (3840*2160) screen, make sure that you are putting it up in UHD format so you have the highest chance of dazzling your viewers.
3. Go native
Upload the video on each social media platform separately instead of going the easy route and copy pasting a YouTube link. Facebook, LinkedIn and the like want to encourage people to upload and post videos on their own websites instead of linking it back to their competitor's platform. They nudge users to consume more of the native videos by playing native videos such as a Facebook video automatically and requiring you to click on an embedded video from YouTube. This subtle change can sometimes make all the difference. So forget about your cumulative statistics for a second and focus on maximizing your chances of succeeding on each platform individually.
So forget about your cumulative statistics for a second and focus on maximizing your chances of succeeding on each platform individually.
4. Include your video in a newsletter
Make sure that you are also rendering a web- or mobile-safe version of your video so you can include it in your newsletter or other communication channels. By using an HTML, JSON or GIF version of your video, you can stun viewers with beautiful looping animations that fit right into your newsletter without making the files too heavy.
5. Partner up
Partner up with organizations and stakeholder that can truly benefit from sharing your video. Think of bloggers, influencers, organizations, Facebook pages and other stakeholders that could help you reach more of the right people. Don't forget to clearly outline why that particular person or organization could benefit from sharing the video, otherwise you risk just asking people for a favor.
Don't forget to clearly outline why that particular person or organization could benefit from sharing the video, otherwise you risk just asking people for a favor.
6. Make the call to action as easy as possible
Don't make your viewers look through the video description to find the link to your webshop. Make the customer journey unto your landing page or website as easy as possible. In practice, this means using annotations or paid advertisement to make the click to your website as easy as possible.
7. Embed your video on your website, don't link it to YouTube
Some people may disagree with me on this and say that YouTube links on your website prop up your SEO, however this comes at a price. The price of a click. On most website builders, you need one more click to watch a YouTube video instead of having it display automatically. This seams trivial but can help you convert more customers by having them watch your explainer video.
To summarize, make sure to go through this easy checklist to maximize your chances of getting the reach that your business deserves. At Mister Motion, we do all things video including motion design and explainer videos. We take an individual approach to every customer and want to see them succeed. If you have questions on how to implement some of these tips or still need to get started on the video, feel free to get in touch.