Does Video Placement Affect Your Marketing Strategy?
SPOILER ALERT: Yes, it does. At least to some degree.
We make explainer videos, one of the most popular marketing videos in any industry right now. If you don’t already know, explainer videos are short videos that showcases your product and what it does.
Being among the most popular content, it’s quite a challenge to make an explainer video that stands out among others. Now, there are different measurements as to when an explainer video can be considered a successful marketing content. Some companies measure it based on an increase in your website’s traffic, some by increase in orders (revenue), some other use subscribers as measurement (conversion).
All of these measurements come back to one important decision: where you place this video. Knowing exactly where to place your video means knowing what you want to achieve with it. That, of course, means immaculate planning for your marketing team.
Obviously, you can opt to let things flow, after all it’s your video, but achieving an excellent result would then be a matter of sheer luck.
So, just where would be the right spot to place your explainer video?
To answer that, you need to ask yourself this:
“why make an explainer (or any) video in the first place?”
You can pretty much divide the possible reasons into two options — the first being to increase awareness, which in a sense will get your name out there and therefore bring you larger pool of potential customer. The second reason is to increase conversion rate, which varies depending on how you determine “conversion” for your company.
If your aim is the first option, which is to increase brand awareness, there are two potential spots to place your explainer video: YouTube and social media.
YouTube, as of now, is the second largest search engine. It is heavily favored by Google when it comes to search results. A well-optimized video can appear in Google search result page in a form of snippet.
Social media also provide great opportunity to show off your brand to new audience and stay connected with your existing audience. Moreover, they are on the rise now and are taking over the Internet by storm. So, more people for you to show off to.
And important note to add while we’re on the subject is virality. Virality is like a rocket ship that offers you a ride to destination well-known out of nowhere. Imagine this: you post a video that turns out to be quite funny and relatable to people. The next thing you know, it has 1 million views and been featured on UNILAD on Facebook. I talked about this in one of my article: elements of a viral video, which you can read here.
If you make a video for the second reason, which is to increase conversion, you should opt to put your video on your website.
Specifically, an explainer video on your web page will make it 53% more eligible to appear on SERPs. This means two things: a major push for your business’ SEO and a bump in traffic. Again, increased traffic equals more potential customers.
But which page in your website should you place the explainer video on? Now, take a good look at your website. Identify the 3 pages that get high views everyday then check the bounce rate for each of those pages. Write both pieces of information down. For example:
Page A: 5278 views, 64.22% bounce rate
Page B: 4092 views, 26.91% bounce rate
Page C: 3821 views, 31.59% bounce rate
We’re going to do a little math now, gang. Here’s how you calculate which page out of the three would be the best spot for your explainer video.. Page A has 5278 views with a 64.22% bounce rate:
5278 — (5278 x 64.22%) = 1,888.
This means there were 1,888 viewers who invested their time and followed a link to check out more of your website. It’s a great number, but before we make any decisions about video placement let’s move on to the next page. Page B has 4092 views
with a 26.91% bounce rate:
4092 — (4092 x 26.91%) = 2,990 visitors that invested their time to follow a link on your website.
Between page A and B, page B somehow succeeded in getting more visitors to check out the rest of your website. Bottom line is, if they’re interested in clicking on links to other pages of your website, chances are they’ll be enticed to click on your video’s link as well. Based on that calculation, you already know where to place your explainer video, right?
Here’s the thing, this strategy won’t work if your video is not what people expected. To give them the ‘push’ to click that share button, you have to make a video that stands out. You can achieve it by being over the top hilarious, emotional or just plain nonsensical. Don’t overdo it, though. Remember to stick to the message that you want to go with.
So which option best fits the intention behind the creation of your explainer video? Is it to increase traffic or raise brand awareness? Whichever it is, I hope this will help you attain your goal!