August 16, 2022

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How to use explainer video in your content marketing strategy

More than 54% of customers want to watch videos from the brands they like, and 80% of the internet traffic in 2021 was from videos. So, using videos in your marketing strategy is not an option anymore but a primary part of any content marketing strategy in 2022. 

Not only does an explainer video improve your brand’s popularity, but it makes a huge impact on revenue. As per the Wordstream report, 64% of people make a purchase decision after watching an explainer video.

Explainer videos have quickly become the most used type of video. Why? Because they are effective in converting customers. In fact, around 95% of people reach out to explainer videos to learn about a product or service.

Role of explainer videos in content marketing-

When anybody talks about content marketing, the first thing that pops up in our minds is blogs. We often forget that videos are a form of content too. When creating a video, we must pay more attention to the type of content we make. After all, it’s better to create something the customers want to see. 

But how does the explainer video fit into this? Well, the above-mentioned statistics already show the popularity of explainer videos amongst customers. In addition, research has shown that more than 40% of customers seek explainer videos about a company’s product or service. 

Using explainer videos does not merely increase your customers but also increases retention rates and ROI.

How to Leverage Explainer videos to Increase Your Revenue in 2022

Now that the importance of explainer videos is clear, let’s talk about some explainer video tips you can use videos to increase your sales.

1. Choose the Right Marketing Video to Experiment with

Before starting with content marketing, choosing the right type of explainer videos is important. Different objectives of the video require a certain type of video. 

So, what are some popular explainer videos you can use?

Animations can be used to entice an audience of all age groups, be it children or adults. As a result, animation explainer videos are quite popular in video marketing. You can easily explain what goes on inside a product through 2D and 3D animations. 

Whiteboard videos are often chosen in B2B marketing as they are easy to explain a sales pitch. But businesses can also use whiteboard explainer videos for content marketing. Being a part of the animation video category, these videos are also pretty easy for viewers to understand. 

In addition, the illustrations give whiteboard explainers a certain humane feel. For this reason, whiteboard explainer videos are favored by both customers and businesses alike.

  • Live-action Explainer Videos

It must be clear from the name that these videos include a real person and are shot and produced in real-time. Live-action explainers have a person showing how a product or service works to the customer. Though some people might consider live-action videos boring compared to the above formats, they are quite popular because they convey the real product experience to the audience.

But a downside of live-action explainers is that they can be more costly than animated videos. 

2. Using Explainer Videos on Landing Pages

The overall purpose of executing marketing is to bring people to your website so that they can make a purchase. Therefore, video content is quite beneficial when used on landing pages. You can embed explainer videos on your landing pages, which increases the time spent on your website. The more people stay on your webpage, the better your performance gets. 

When someone explores your website, they are more likely to find the product or service they might be interested in. Having an explainer video showing the product at work is an added benefit when they do. Even if they don’t purchase from you immediately, you can use the lead for retargeting for further sales.

3. Choose the Keywords, Titles & Description Carefully

While the content of a video matters a lot, without proper optimization, the videos cannot reach the target audience. Optimizing your videos with the best SEO practices is makes a huge impact on the ROI you gain. You need to find the right keywords and search phrases to organically show up in the search results when someone looks for the relevant product or service. 

YouTube also provides a tagging feature for similar videos to be featured together. So, you can tag your explainer videos in the same category to ensure the right people can find them. There is a lot to do when it comes to SEO for a brand video. 

  • Choosing the right title
  • Adding keywords and search phrases to video description
  • Creating clickable thumbnails for better click-through rates
  • High-quality videos to get Google to notice your content

All of this can lead to a better ranking in Google search results. And you know people only purchase from the website that shows up on the first page.

4. Measure Performance to Get Higher Reach

Unlike traditional marketing methods, video marketing gets better with time. the primary reason explainer videos are popular is the variety you can add to them. With the in-depth performance measurement tools provided by YouTube, Facebook, Instagram, and Google, you can quickly understand which content is preferred by the audience and which is not.

You can check if new people are watching your videos, demographics, insights, user metrics, performance graphs, etc. These features not only help you get better in the marketing game but also contribute to creating the most suitable content for your audience.

5. Mobile Optimization Is a Must

When you create a business website, you want to make it mobile-friendly for the majority of users browsing from their smartphones. Similarly, videos stream differently on various devices.

So, you need to optimize your explainer videos with the mobile users in mind. More than 92% of users share videos after watching them on their mobile phones.

This simply means creating explainer videos that look amazing on mobile devices, whether you upload them on social media or YouTube. 

6. Pick the Right Video Campaign Strategy

Mostly, brands create explainer videos to spread awareness about the product or service with a storyboard or a scheduled video series. But, these videos are not always good enough to share as video ads. If you want to generate leads through explainer videos, you need to create content that can also be used in a campaign.

Campaign videos run for a specific purpose to target a group of people who want to purchase a relevant product like yours. It means you already know that the viewers are interested in your product. So, you just need to ensure that the explainer videos make them take the next step and convert into a customer. 

You can do this by targeting the need of the product in the viewer’s mind. Then, you should show them how effortlessly your product can help them. Explainer videos are perfect for this because they are already created to explain the product. We’re just doing it a bit differently for the campaigns.

7. Production & Distribution

Last but not least, video production and distribution of the videos on the right platform make a huge impact on your marketing outcomes. You need to have the right skills, equipment (camera, studio lighting, microphone, editing software), and marketing professionals for executing everything from scratch.

Today, companies prefer explainer video production companies that can handle the burden of creating a video in all formats and editing them until approved. However, quality videos make marketing tasks easier and less time-consuming if done professionally.

In addition to this, you don’t need to upload your explainer videos on every other platform randomly. You can pick the most popular ones like YouTube, Instagram & Facebook to focus on quality leads and conversion. 

Author bio:- Komal Kokate is the Co-Founder and CEO of MotionGility, an Explainer Video Company. With a keen eye for creativity, she is an expert in video marketing. While delivering high results to clients, she loves exploring the market and the latest marketing trends in the B2B industry. Connect with her on Facebook and LinkedIn.

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