You’ve toiled day and night, perfecting every frame of your company’s explainer video until you have a visually engaging 90-second masterpiece in your hands.
An explainer video that you know your target audience won’t be able to take their eyes off, boosting brand awareness, converting prospects to customers, and growing your brand into a global force.
But, how do you effectively promote your explainer video so that it gets the attention and outcome it deserves?
You need to push your explainer video to the right audiences, promote it to the right groups and help it gain traction in the right circles.
To do that, you need a solid explainer video promotion strategy in place.
And that’s why I’m here!
By the end of this article, you’ll have the best explainer video promotion strategies to get you to your marketing goals.
So without further ado, here are 11 Explainer Video Marketing Tips that you need to start using ASAP!
Table of Content
- Add Your Explainer Video To Your Website
- Upload Your Explainer Video To YouTube
- Create An Actionable CTA
- Share Your Explainer Video With Your Email List
- Promoting Your Explainer Video On Social Media
- Promoting Your Video Using Blogging Techniques
- Download Your Explainer Video To Your Mobile Devices
- Play Your Explainer Video At Corporate Events
- Distribute Your Explainer Video On Quora
- Sales Pitch
1. Add Your Explainer Video To Your Website.
The first thing you need to do with your explainer video is put it up on your website.
This way, your visitors can get a brief summary of your brand or product by watching a few minutes of video instead of reading all of your website’s content.
In fact, stats show that consumers spend 88% more time on a website with video content to engage them.
There are however some things you need to keep in mind when uploading videos to your website:
a. Upload your video to the right webpage
In most cases, explainer videos perform best when uploaded to a company’s home page.
However, this isn’t always the case.
Give some more thought to where you place your explainer video.
Will it hamper your visitor’s experience of the homepage if it starts playing without warning?
Is there a possibility your video might give more context to other pages? Maybe a ‘Product’ page or an ‘About Us’ page?
Would it perform better in a particular section of a page?
Consider your options carefully before you decide where to upload your explainer video.
Remember – Always upload your video to a page with content relevant to it. This not only gives your explainer video more context, it also helps boost your webpage’s SEO performance.
b. Always upload your video above the fold
When it comes to positioning your video on the webpage, make sure you place it in a way that the viewer can see your explainer video without having to scroll further down.
In other words, place it above the fold of your website design.
This will help your visitor find your video more easily while making the user experience as seamless as possible.
c. Use a Business Video Host instead of YouTube.
You might be thinking of uploading your explainer video to YouTube and then embedding the link to your website.
YouTube ads will definitely hamper your viewer’s experience.
Suggested videos and title cards at the end of the video’s playback can prove distracting and just plain ugly.
Then there’s the whole issue of viewers clicking on the redirect button and watching the video on YouTube instead of spending time on your website.
Bottom line – Don’t embed a YouTube video on your website.
You want to keep visitors on your website to nudge them closer to clicking that purchase button.
I recommend using an external video hosting website like Vidyard or Sproutvideo for your webpage video needs.
At Studiotale, we use Wistia to host our videos.
Besides ensuring zero distraction when playing the video, Wistia also offers up a host of benefits:
- A Customizable Player: Wistia lets you customize the color of the video player. This way, you can use Wistia’s player to reflect your brand colors and inject your identity into the video.
- Add a Call To Action: It is essential to encourage your clients to do the desired response with a strong call-to-action. While hosting your videos on Wistia, you can add interactive call-to-actions and annotations to engage the users throughout the video.
- Wistia’s Turnstile Feature – Wistia has a feature called the Turnstile email collector that lets you collect your viewers’ contact details from within your video. It’s a great tool for lead generation!
- Wistia Analytics – Wistia offers unparalleled video analytics options including viewer-based tracking, video heatmaps, engagement graphs, etc.
- Auto-Transcript – Provide Wistia with captions for your video, and it’ll automatically create a transcript for it to give the video an SEO boost.
Now that you have hosted your video successfully on Wistia and is ready with the link, follow the below steps to add it on your landing page.
d. Autoplay vs non-autoplay
You have two options when embedding your video to your website:
- You could pick the Autoplay option and get your video to play as soon as the visitor enters the website. Autoplaying your video lets you add an element of surprise and fanfare, bringing movement to an otherwise static page. But, this could also feel intrusive to the user’s experience of your website and take their attention away from other details on the page.
- Or, you could wait for them to click play before starting the video. This means risking the chance that your viewer might navigate around the video instead of watching it.
Before making your choice, I recommend testing out both playback options to see which one helps your video perform better.
2. Upload Your Explainer Video To YouTube.
While you’re better off using a third-party hosting site to embed your video to your website, you shouldn’t rule out YouTube completely.
YouTube is the world’s 2nd largest search engine, after all.
a. Do your Keyword Research
The first thing you need to do when uploading your explainer video to Youtube is keyword research.
Figure out the most popular search terms that relate to your video and use them in your title, description, and tags to make it easier to find.
You probably use tools like Ahrefs or SEMRush to help you out with regular keyword research.
But for YouTube videos, you need a different approach.
The following methods will help you find the best keywords to use in your YouTube video:
- Use YouTube Suggestions – As you enter characters into the YouTube search bar, you will see a drop-down menu suggesting possible search terms – just like on Google! These search terms are based on the most popular keywords. Meaning by simply typing in different variations, you can use YouTube suggest to figure out the most searched keywords in your niche!
- TubeBuddy – TubeBuddy is an online extension that integrates with YouTube. Use the ‘Tag Explorer’ menu to find out what tags your competitors are using. Entering search terms and keywords into TubeBuddy will give you the tags used by the most popular videos for those search terms. All you have to do is use those tags yourself.
- YouTube Cockpit is another tool that you can use. Once you’ve got your keywords, enrich your title, description, and tags with these keywords and you’ll make it easier for your video to be found by your target audience.
Treat your Youtube video’s description like a microblog with a minimum of 250 words.
Your viewers should be able to understand the context of your explainer video just by reading the description. Give a brief summary of your video, add in links you might want your target audience to visit, and don’t forget to add the CTA here as well!
YouTube uses your video’s transcript to ‘read’ the content of your video. This helps the platform better understand your video, helping it rank for more search terms and keywords.
If you have a transcript ready for your explainer video, feed it into YouTube and the platform will use it to highlight your content.
If you don’t have a transcription ready, Youtube will auto-generate one for you. But make sure you give it a once over before you upload it – YoutTube’s transcription can make mistakes, especially with different accents and dialects.
Your video’s thumbnail is your first hand shake with the viewer. They’re potential customers! You need to have a thumbnail that’s tantalizing enough for them to click on the video.
It’s a simple step, but can have a LOT of impact on your video’s performance.
Here’s some things you need to take care of to create a brilliant explainer video thumbnail:
- Upload in the right dimensions (Aspect ratio – 16:9)
- Make sure your image is crystal clear
- Ensure good contrast in your thumbnail
- Throw in easily readable keywords in the background for added impact
- Add the company logo
- Carry out A/B split testing to figure out which thumbnail performs best
Check out more tips for Making Professional Explainer Video Thumbnails in our blog.
3. Create An Actionable CTA
A Call To Action button lets you guide your viewers toward goal conversion.
You can have Beyonce dazzling viewers in your explainer video, but without an actionable CTA button pushing viewers to contact you, visit your website, or sign up for a free trial, your viewers will just watch the video and then move on with their lives.
If you’re using an explainer video on your website, having a CTA button to accompany it is going to help you drive more conversions.
Once viewers are done watching your video, your CTA button will look more enticing and boom, you’re generating more leads! It’s a simple tool, but very effective.
Want to make an irresistible CTA button?
Here’s a couple of things you need to remember:
- Use Power Words – Your CTA button has a very small area. You need to maximize how you use it. Use strong, powerful words that will evoke an emotional response in your target audience.
- Create A Sense Of Urgency – Phrases like ‘Now’, ‘Sign Up Today’, ‘Get Started’ all give the prospect a feeling that your offer is time sensitive. Creating this sense of urgency in your CTA will help you convert more prospects and close more deals – fast!
- Maintain The Experience – Your CTA should stand out, not seem out of place. It needs to blend in with your web design and maintain the tone of your content for a more natural user experience.
- Let Your CTA Add Context – Your viewers will look at your CTA as soon as they’ve finished watching the explainer video. Keep that perspective in mind when writing your CTA. Ensure that it feels like an extension of the video experience.
- Carry Out A/B Split Tests – You’re never going to be sure of a CTA’s effectiveness until you have numbers. Test out different variations of your CTA through A/B split testing and find out which one fetches you better results.
I’m sure you’ve already built a database for your email marketing efforts. You’ve been sending out newsletters and offers to your emailing list, trying to generate leads and drive conversions.
But have you thought about connecting with them by sending your explainer video over in an email?
Trust me, you should.
Any email marketing expert will tell you that including video in your emails helps your email marketing campaign perform better.
In fact, video content can boost email CTR by upto 40%!
If that isn’t enough reason for you to hop onto your laptop and get started on a newsletter template, then I don’t know what is.
Here’s a couple of email practices you need to follow to get the most out of your explainer video content:
a. Don’t embed your video.
I know the urge to embed your explainer video into your email campaign is a strong one.
But embedding the video can lead to some problems in video performance.
Some email clients like Gmail and Outlook don’t support playback of video content within the mailing platform.
So while video embedding does provide a seamless email experience, we suggest you try out the following highly effective alternatives for a more widespread impact.
If executed right, you’ll be creating a sleeker video experience yourself!
b. Use a static image with a play button.
You can replace the need to embed a video by using a static image.
For this route, you need an image to represent your explainer video. It could be a still from the video itself, or even the thumbnail that you created for it.
Whatever it is, make sure it’s something your recipients will want to click on.
Place a play button on the image and link it to your video.
Your readers will see your video thumbnail, hit play and get redirected to the video’s link to watch it in all its glory.
Piece of cake.
c. Try out Custom Animated GIFs.
You know what works better than a static image? One that moves.
Record some new footage, or take a clip straight off your explainer video and use it to create a custom animated GIF.
Make sure the clip is special enough to entice your readers into watching your video!
Here’s a couple of free Video to GIF converters that you can use to create your custom GIFs:
- GIF Maker by GIPHY
- GIF Brewery
We’ve tried out each of these free custom GIF makers ourselves. To get an in-depth review on each, check out our blog here.
d. Mention the word ‘VIDEO’ in the subject line.
This one is vital.
Ever received an email with the words ‘VIDEO INSIDE’ in the subject line?
Such emails catch your attention and stand a better chance of being opened than other mails in your inbox. Infact, including the word ‘Video’ in your subject line will improve your email open rates by upto 19%.
e. Add the video link to your email signature.
You could even go an extra step by adding your explainer video to your online signature.
This way, your recipients can check out your video and better understand your company, no matter which email they open.
To do this, simply create a thumbnail image for your video (include a play button), add it to your email signature and link the image to your video.
You’re converting prospects using your email signature!
Intrigued by the idea of using video in your email marketing strategy? Learn more about boosting conversion rates with video in email, right here.
You’re no stranger to social media video marketing.
Stats show that social video content is 1200% more likely to be shared than text and images combined!
And with 3.2 billion social media accounts worldwide, these platforms offer unparalleled potential for connecting with prospects.
In this section, I’m going to show you how to effectively promote your explainer video to your target audience and convert prospects using social media video marketing.
Whether it’s Facebook, Instagram, Twitter or LinkedIn, there are certain basic explainer video marketing techniques that will give your video the attention it deserves:
a. Ensure your Explainer Video works without sound.
By default, social media sites autoplay video content without sound. This is to ensure that the user has an uninterrupted experience as they scroll down their feed.
However, to get your brand’s message across to the viewer, you need to make them hit the unmute button and watch your video from start to finish.
And that means your video needs to catch the viewer’s attention without sound!
Explainer videos are visually strong enough to stop the viewer from scrolling and unmute the video.
But if you want to be extra sure, I recommend creating captions or subtitles for your video.
This way, your viewers can understand your video’s message even without the voiceover!
Plus, adding subtitles and closed captions has been proven to boost video shares by upto 15%, so it’s definitely something you need to be using in your social media strategy.
If you’re looking for subtitling and captioning tools for your explainer video, check out Kapwing, Rev, Temi and Voxtab.
They’re super easy to use and will give you some pretty brilliant results.
b. Upload your Explainer Video in native posts.
If there’s one thing social media websites want, it’s to keep viewers on their platform.
Externally hosted videos redirect traffic off the website, damaging the platform’s business and interrupting the viewer’s social media experience.
That’s why Facebook, Twitter, Instagram, and LinkedIn all have algorithms that prioritize native video content on social feeds.
When uploading your explainer video make sure you share it via a native post.
Write a strong copy for the post’s caption and give your video more context to ease viewers into the experience.
c. Know when to share your Explainer Video.
Using these platforms, all you have to do is plan your posts and schedule them for the periods with best online engagement. The platform will do the rest, so you can get back to those zzz’s, free of worry.
Don’t forget though – you’ll need to share your video multiple times to get in front of the right eyeballs.
d. Bringing the target audience to your explainer video.
Once you’ve posted your video, there’s still a lot you can do to help it gain momentum:
- Facebook and LinkedIn have thousands of groups dealing with every niche and industry. These guys are genuinely interested in what you have to say! Join these communities and share your explainer video with people and businesses who have the same passion as you, and you’ll make your video a hub for online activity.
- Interact with customers, professionals and related businesses by ‘tagging’ them in your post. By doing so, you invite them to check out your content and share it with their very own network.
- Reach out to influencers in your niche or people who you think can benefit from your video. If they find your content useful, they’re likely to share it with their own networks and all eyes will soon be on your video.
- Be sure to leave a part of your budget for Social media paid ads. If you’re interested, we’ve got articles on how to get the most returns from social media video ads. Find out the best practices for posting video ads on Facebook, Twitter, Instagram and LinkedIn now!
6. Promoting Your Video Using Blogging Techniques.
You’ve been building your brand’s blog, absorbing more followers and strengthening your brand’s online presence.
It’s time to show you how you can use your blogging network to get the right audience to your explainer video.
Let’s get started:
a. Write articles that you can include your explainer video in.
You have a target audience in mind for your explainer video.
Figure out what they’re searching for by doing a little keyword research.
Look for popular queries that you can use your explainer video to answer.
Write a blog post addressing these most searched queries and include your explainer video to add context to your article.
For example, if your product is a graphic design software, you could create a listicle on the top design softwares in the market and include your product in the list.
Add your product’s explainer video and you have more context for your solution!
Here’s a disclaimer though: Use your explainer video in your blog post only as a tool for context.
Don’t write an article with the intention of boosting video views. Your readers are smart enough to tell when you’ve got ulterior motives and will exit the article without watching your video.
Instead, focus on answering your audience’s queries in your article and include your explainer video only if it adds value to your answer.
b. Get your explainer video to newer audiences with guest posts.
Find popular blogs that are relevant to your industry and offer to add to their content by writing a guest post on a certain topic.
Write your article and add in the explainer video to bring context to it.
Just like that, you’ll get your video to a new audience that’s interested in your niche.
Note: Every blog wants to give their readers quality content to enjoy. Guest posts are no different.
Blogs will only accept high quality guest posts that hold value to their readers.
It’s a platform for you to showcase your expertise in the niche.
Put your heart and soul into it and write a guest post that cements you as an industry leader.
c. Get other bloggers to use your explainer video.
There’s millions of blogs out there on every subject known to man. Find the blogs that are most popular in your niche and go through their articles.
You might come across an article where your explainer video fits in perfectly; perhaps even add context to it and improve the reader’s experience.
When that happens, contact the writer of the article and tell them what you think.
Convince them of how their readers will benefit from the addition of your video and you’ll bring more traffic to your video – free of cost!
7. Download Your Explainer Video To Your Mobile Devices.
There’s so many things you can do with an explainer video, that it’s easy to forget the easiest applications.
Tell me if you’ve heard this question before: “What does your company do?”
How do you respond?
You probably stumble around, trying to explain the foundations of your business, aware that you’re losing your listener’s attention with each passing second.
Don’t you wish you could just pull up your company’s explainer video and let it do the talking?
After all, this is exactly what these videos are made to answer.
My suggestion is downloading your explainer video to your mobile devices.
In fact, get your team members to do the same.
This way, you always have a good explainer video with you, ready to speak for your brand at a moment’s notice.
Your next conversation could be a prospective customer.
Make it count!
8. Play Your Explainer Video At Corporate Events
Business conferences, industry expos and other corporate events are lead generation breeding grounds.
They attract thousands of potential clients – businesses and individuals who are looking for a solution like yours.
But you have to deal with your competitors as well.
You need to stand out, command the attention of passersby and draw prospects to your brand.
That’s where your explainer video can help.
Playing your explainer video on loop on your team’s laptops and tablets at your company stand is a sure-shot way to draw more visitors.
Just remember, for the most part you’ll be playing your video on mute.
I recommend creating captions and subtitles to help your viewers understand your video even without any volume. Again, if you’re looking for a good subtitling tool, make sure you check out Kapwing, Rev, Temi and Voxtab. They’re easy to use and will help you create highly accurate subtitle tracks.
9. Distribute Your Explainer Video On Quora
Business owners, thought leaders and industry experts have all taken to Quora to promote their brand to a more inquisitive audience.
The question and answer platform also happens to be the perfect way to promote your explainer video.
With millions of questions asked on literally every topic you can think of, finding conversations in your niche is easy.
The harder part is adding to the conversation.
Quora hates answers that were written to sell a product or a brand.
If the platform detects that you’re writing answers for the sole purpose of redirecting traffic to an external website, you will be flagged.
The only way to get around this is to make sure your responses are focussed on providing valuable information to the conversation.
Answer questions relevant to your brand keeping in mind that you’re here to help the community.
Attach your explainer video to the conversation only if it helps clarify your answer.
Be genuine and try to help as many people out as possible and the Quora community will respond by giving your video the viewership it deserves.
10. Sales Pitch
Whether it’s a sales pitch or a product presentation, you need your audience to actively listen to you before you can convert more clients.
So what can you do to engage your audience?
Easy – start your sales pitch by playing your snazzy new explainer video.
By doing so, you’ll make your prospects more receptive to your core message, allowing you to sell your ideas to a board room that is suddenly more agreeable.
In fact, 58% of business executives would rather watch a 2-minute video to get to know more about a company than sit through an hour-long presentation for the same.
Using an explainer video will make your sales pitch a lot more effective, converting more prospects into clients and giving you more opportunities to grow your business.
Video marketing analytics is the key to understanding your audience and the viability of your video marketing strategy.
Video marketing platforms provide analytics in the form of engagement, conversions, geographic metrics and a lot more.
With the data you collect from your analytics, you should be able to improve your explainer video marketing plan as well as the overall outcome.
Here’s a list of places that can give you valuable insights into the performance of your explainer video:
Tips for the things to consider while measuring video analytics
- Who watched your video:
Apart from tallying views, figure out who watched your explainer, which region they’re watching your video from etc.
- The number of views:
Analyzing how many views your explainer video has received will help you understand if the content, thumbnail image, and description are actually helping your video or not. These parameters play a major role in encouraging viewers to click and watch your explainer video.
- Duration of watch:
This analysis is helpful in describing how your content is performing, where the viewers are getting bored, which sections of your video can be improved etc.
- Most-watched sections:
If viewers are watching a particular section over and over, that is the information you should be highlighting.
- Viewer’s location:
This will help you understand which part of the world your prospective clients are tuning in from and what kind of content people from those areas enjoy.
- Device used:
By studying the devices used to watch your explainer video, you can understand your viewers’ backgrounds better and optimize your video for the right platforms.
- Platform used:
Viewers could be watching your video on social media platforms, your company website, external video hosting sites etc. It is essential to realize which platform gives you the best results for further marketing purposes.
- Action taken: Take into account what responses you’re getting from people, how many prospects bought your service, visited your website etc. and understand what factors caused them to take that desired action.
Time To Get Started
We hope we’ve taught you something about how to use explainer videos to promote your business.
By following the video marketing strategies above, you will successfully boost your explainer video’s performance, connecting better with your target audience, and improving brand recognition.
Just remember, these explainer video marketing ideas are to be treated as a framework to build your explainer video marketing strategy around.
To help your video effectively communicate your message to your prospects, you’re going to have to build your strategy around your video.
Understand your target audience and where they will be, and you can pick out the tactics in the list that work for you.