It isn’t hard to understand why animated explainer videos are a good idea for any business, of any size. Not only are they a great way to explain a product or service, they also help to increase the time visitors spend on a website and can lead to a higher conversion rate (such as this video that was created for Walmart). However, one thing many people struggle with is how to use the video to their advantage. After all, it’s all well and good having a professional animated explainer video made by a professional video production company, but if no one is going to see it, the video won’t be able to do its job.
Once you have an explainer video, one of the best ways to utilize its benefits is to use it on social media. Whether you’re focusing on Facebook, Twitter, Instagram or another platform, it isn’t hard to see that social media is bigger than ever. Social media has grown in vast numbers over the last few years and over 2.8 million people were using social media by the end of 2016, with Facebook being the most popular social media platform worldwide. Whereas when social media first became popular, it was mainly the youth that were using it – for example, most social media users were between the ages of 16 and 30 – this has changed and it is now extremely popular for all ages. Therefore, regardless of who a product or service is being marketed to and whereabouts in the world they are, they can be reached via social media.
We are going to take a look at the different ways an explainer video can be used on social media and the best practices to follow to ensure the video is optimized for such use. Whether a video is a marketing video, a corporate video or simply a way to explain something, it needs to work well on social media in order to reach a wide audience. Without a wide audience, the website traffic and conversions are unlikely to increase.
For an explainer video to be worth the money it needs to be seen; even if you find the best explainer video price, without it being used on social media, it is close to being useless. So, how do you optimize a video for social media?
The majority of social media users are looking for quick pieces of information that they can read or watch in a matter of minutes, and people are unlikely to watch a long video. If a video is too long it runs the risk of being boring and dull, rather than catchy and punchy with interesting bits of information for people to digest. Aim to keep videos to less than 2 minutes in length, though if a video is longer you can consider editing it down into smaller ‘mini’ videos and uploading them separately.
The aim of an explainer video is not to provide a viewer with every single piece of information you have about a service or product. In fact, an animated marketing video is much more effective if it just includes the most important and interesting things. Stay away from bombarding viewers with long sentences and irrelevant details and stick to the vital things they need to know.
If a person is interested in what you have told them they will then seek out all the finer details at a later stage. As mentioned above, social media is a place to find out important pieces of information quickly and therefore people are likely going to click away if you do not get to the important points quickly enough. Remember, an explainer video is a good way to increase the time someone spends on a website so avoiding them clicking away too early is key. For instance check how clear and concise Picniic’s video is:
The title of an explainer video is an important part of optimizing it for social media, and though it is easier to think of something simple and to the point, is that going to encourage people to watch? It’s unlikely. In fact, a lot of time and effort should be dedicated to creating an interesting title for each video.
For example, a video titled ‘Take a Look at Our Latest Product’ doesn’t sound interesting but, ‘XXX: The Product That Will Change Your Life’ does. A title should appeal to the masses and shouldn’t give away any information on who the marketing video is directed towards as this narrows down the audience. Choose a title that appeals to all and makes the video seem as though it is something everyone needs to watch.
It’s also important to use relevant keywords in the title. When somebody looks for those keywords, your video must be there for them. Read this ebook about “How to rank #1 on Youtube”
When someone is scrolling through social media and they come across a video, the first thing they are going to see is the thumbnail, and this is what most people will use to decide whether a video is worth watching. The thumbnail needs to grab someone’s attention, reflect what the video is about and make them feel that they need to watch it. So, make the video seem fun, interesting and different than other videos that can be found online. It’s easy for videos to be lost amongst other videos on social media and therefore standing out is vital.
Not all videos will be suitable for subtitles, especially those with very little or basic text and speech, but if a video has a lot of talking that may be difficult for non-native speakers to understand, consider adding subtitles. Subtitles will increase the number of people who are able to understand the video and will increase the audience reach. For example, if a video is created in English but a company also services a Spanish speaking country Spanish subtitles will allow the video to be used across multiple regions. We made this for our own video “What is Inbound Marketing?”, check it out:
Although explainer videos are used to promote a video or service, the endgame should be to encourage viewers to get in touch, find out more or somehow interact with the business on a further basis; this is done by using call-to-action instructions. A video without any encouragement to ‘get in touch’ or ‘find out more’ is not going to encourage viewers to do so, in fact the chances are that they will watch the video and that will be that, they will not be converted into a customer or lead.
However, if there is a lot of information in the video about how a person can find out more or check out other products with directions – such as by giving website URL or another link – viewers will not only do so, but they will spend further time on the website therefore increasing the website traffic and view time.
When it comes to explainer videos, it isn’t a case of a one-size fits all approach, in fact every video should be personal and unique to the business. Whether you’re looking for a cartoon animation, a whiteboard video or something more corporate, it should be created with your specific business in mind and branded accordingly. That is why explainer videos are best when created by a professional explainer video production company, so that you can rest assured knowing it is unique and fully branded with logos, titles and images. We developed a personal and custom video for Docusign, take a look:
Social media users are used to watching high quality videos. Whether they are using YouTube or another video hosting website, viewers know a high quality video when they see one. Not only does a high quality video create the appearance that a lot of time and money has gone into making it – which then reflects well on the business – but it is also a lot more enjoyable to watch, text is clearer and graphics are more impressive. This all works together to make sure a viewer watches the video for as long as possible and doesn’t see a poor quality creation and immediately click away, assuming it isn’t something they want to watch.
There you have it, 8 different techniques to use to ensure a video is optimized for social media. Without optimizing a video for social media, you are likely to find that it struggles to be seen, engagement is poor and watch time is low. However, by ensuring that every aspect of the explainer video is considered and optimized, there is a high chance that the video will work in the way an explainer video is meant to; by explaining a service or product, increasing the time spent on the website and increasing conversions.