So you’ve got a brand new explainer video. Now what do you do with it? You may have a short term plan for your video, whether it’s a landing page or a marketing campaign, but that’s far from the end of it. Animated videos are a valuable asset. They’re a gift that keeps on giving. Once you’ve put a lot of effort into your explainer video, you want to make sure it’s worth the time and resource investment. Trust me, it is! Here are all of the different ways you can use your new video.
Video shared on social channels tends to see significant engagement. According to MBooth, videos are shared 12 times more than links and text posts combined on Facebook. Visual platforms like Instagram and Pinterest are taking off. Using your video on social platforms is an opportunity to widen your reach and drive traffic to your website.
- Twitter Video Ads: According to a study conducted with Nielsen, purchase intent lifted 28 percent for users that watched brand videos on Twitter versus pre or mid-roll during a 22-minute program. Check out how asset management firm Credit Suisse uses videos on Twitter.
- Twitter Direct Messages: Reach prospects more effectively with a video message.
- LinkedIn Inmail: LinkedIn professionals receive a lot of irrelevant Inmail, which makes it hard to get their attention. Use a video to catch their eye.
- YouTube: The site has more than 1 billion users from across the globe. If you’re not hosting your video on YouTube you’re missing out on traffic.
- Instagram: There is a growing base of B2B users on Instagram. Check out how Zendesk uses funny videos that demonstrate the importance of awesome customer service.
As a digital marketer you’re not completely relegated to digital channels. It can be worthwhile to tap into traditional methods to expand your reach. Also, television and similar channels are more beneficial in certain areas. However, according to MEC Global, digital ads do more for purchase intent. Depending on your situation, a combination of both strategies could be the way to go.
- TV: According to data from Ipsos, television advertising is still the top way to create awareness for new brands.
- Small Market advertising: Depending on your business, local television advertising can be very valuable. Don’t overlook the power of local advertising.
- Movie Theaters: Explainer videos, with their basis in storytelling, are right at home in the theater. Plus you can give your videos the big-screen treatment it deserves to a captive audience that can’t fast forward your ads
Landing pages are probably the No. 1 place you need to have your videos, simply because they make viewers more informed and ready to purchase. According to a study from Comscore, customers who watch a video are 64 percent more likely to make a purchase than those who don’t. Landing pages are a place to educate your viewers on your products, and video is one of the most effective ways to do that.
Video doesn’t have to just sit on one spot; it’s a dynamic communications tool. Using video in email messages can help you cut through crowded inboxes and gain the attention of the people you’re trying to keep in touch with. According to Wistia, embedding video in email can increase click-thrus by 300 percent. Here are some of the ways to use video in email:
- Sales: When a sales rep from Jellyfish sent an explainer video to a specific client, the company managed to land an $800,000 contract. When you only have a short timespan to communicate your value, nothing talks like video.
- Marketing: Your video can also help you land new leads.
- Nurture Campaigns: Video can be a helpful tool in lead nurturing campaigns.
- Transactional Emails: Use transactional messages as a marketing tool by adding video.
- Newsletters: Break up the routine of your newsletter with a video.
Videos are a great way to break up a presentation and provide extra information in a more digestible way. Slide decks, webinars, or even live presentations at trade shows and conferences can be improved with the addition of an explainer video. When information is conveyed with visuals and sound, people experience 75 percent greater understanding of the material, which is crucial when you’re trying to guide listeners toward a decision.
- Slide Decks: Upload a video right into your slideshow to add some variety to your content.
- Webinars: Show a video during a webinar to make sure people aren’t snoozing behind their computer screens.
- Trade Shows and Conferences: Even when you’re speaking in person, a short video is a great way to underline a certain point or really bring it home.
A video is far from being a one-trick pony. You can use your videos on social media, for sales and marketing, in presentations, on landing pages, and much more. Any time you have something important to say, anytime you need to make an impression, consider using video. Once you’ve taken the time and effort to create a video, make sure you’re maximizing the potential of this resource because it won’t stop working for you.