Explainer videos have become an essential tool for businesses to communicate their message, showcase their products, and engage their audience. These short, engaging videos simplify complex ideas, making them easier for viewers to understand. However, creating a high-quality explainer video is only half the battle. To maximize its impact, you need to effectively promote and distribute it. In this blog, we’ll explore proven strategies to ensure your explainer video reaches the right audience and achieves its intended goals.
Why Explainer Videos Matter
Before diving into promotion and distribution, it’s important to understand why explainer videos are so effective:
- Engagement: Videos are more engaging than text or static images.
- Clarity: They simplify complex concepts, making them easier to understand.
- Conversion: Explainer videos can boost conversion rates by up to 20%.
- SEO Benefits: Videos can improve your website’s search engine ranking.
With these benefits in mind, let’s explore how to promote and distribute your explainer video effectively.
1. Optimize Your Video for SEO
Search Engine Optimization (SEO) isn’t just for written content—it’s crucial for videos too. By optimizing your explainer video, you can increase its visibility on search engines and video platforms like YouTube.
Key SEO Tips for Explainer Videos:
- Keyword Research: Identify relevant keywords for your video. Use tools like Google Keyword Planner or Ahrefs to find terms your audience is searching for.
- Title Optimization: Include your primary keyword in the video title. Make it catchy and descriptive to attract clicks.
- Description: Write a detailed video description with relevant keywords. Include links to your website, social media, and other relevant content.
- Tags: Use relevant tags to help platforms categorize your video.
- Thumbnail: Create an eye-catching thumbnail that encourages viewers to click.
- Transcripts: Add a transcript or captions to make your video accessible and improve SEO.
2. Leverage Your Website
Your website is one of the best places to host and promote your explainer video. Here’s how to make the most of it:
Embed the Video on Key Pages
- Homepage: Place the video prominently on your homepage to grab visitors’ attention.
- Product/Service Pages: Use the video to explain specific products or services.
- Landing Pages: Include the video on landing pages to boost conversions.
Create a Dedicated Video Page
If your explainer video is a cornerstone of your marketing strategy, consider creating a dedicated page for it. This page can include:
- The video
- A detailed description
- Call-to-action (CTA) buttons
- Testimonials or case studies
Use Schema Markup
Add video schema markup to your website’s code. This helps search engines understand the content of your video, increasing the chances of it appearing in search results.
3. Share on Social Media Platforms
Social media is a powerful tool for promoting explainer videos. Each platform has its own strengths, so tailor your approach accordingly.
YouTube
As the second-largest search engine, YouTube is a must for video distribution. Upload your explainer video to your channel and optimize it for search. Share it in relevant communities and playlists.
Facebook’s autoplay feature makes it ideal for video content. Share your video natively (not as a link) to maximize reach. Use engaging captions and target specific audiences with paid promotions.
Instagram’s visual nature makes it perfect for short explainer videos. Share your video as a post, story, or reel. Use hashtags and collaborate with influencers to expand your reach.
For B2B businesses, LinkedIn is a goldmine. Share your video in relevant groups, on your company page, and in direct messages to prospects.
Twitter’s fast-paced environment is great for short, impactful videos. Use trending hashtags and tag relevant accounts to increase visibility.
4. Utilize Email Marketing
Email marketing is a highly effective way to distribute your explainer video. Here’s how to do it right:
Include the Video in Newsletters
Embed the video in your email newsletter or include a thumbnail with a play button. Write a compelling subject line to encourage opens.
Send Dedicated Campaigns
Create an email campaign specifically to promote your explainer video. Highlight its benefits and include a clear CTA.
Use Personalized Emails
Send personalized emails to leads and customers, explaining how the video addresses their needs or pain points.
5. Collaborate with Influencers and Partners
Influencer marketing can amplify your video’s reach. Partner with influencers or industry experts who align with your brand. They can share your video with their followers, lending credibility and expanding your audience.
How to Collaborate:
- Identify influencers in your niche.
- Reach out with a personalized pitch.
- Offer value in return, such as free products or monetary compensation.
6. Run Paid Advertising Campaigns
Paid advertising can give your explainer video the boost it needs to reach a wider audience.
YouTube Ads
Run pre-roll or in-stream ads on YouTube. Target specific demographics, interests, and keywords to ensure your video reaches the right viewers.
Social Media Ads
Promote your video on platforms like Facebook, Instagram, and LinkedIn. Use targeting options to reach your ideal audience.
Google Ads
Use Google Ads to promote your video on search engines and display networks. Focus on high-intent keywords to drive relevant traffic.
7. Repurpose Your Video Content
Don’t let your explainer video go to waste after its initial launch. Repurpose it into different formats to extend its lifespan.
Ideas for Repurposing:
- Blog Posts: Turn the video script into a blog post.
- Infographics: Create an infographic summarizing the video’s key points.
- Social Media Snippets: Break the video into shorter clips for social media.
- Webinars: Use the video as part of a webinar or presentation.
8. Engage with Your Audience
Promotion doesn’t end after sharing your video. Engage with your audience to keep the conversation going.
Respond to Comments
Reply to comments on your video, whether they’re on YouTube, social media, or your website. This builds trust and encourages further engagement.
Ask for Feedback
Encourage viewers to share their thoughts or ask questions about the video. Use their feedback to improve future content.
Share User-Generated Content
If viewers create content related to your video, share it on your platforms. This fosters a sense of community and encourages others to engage.
9. Track and Analyze Performance
To ensure your promotion efforts are effective, track your video’s performance using analytics tools.
Key Metrics to Monitor:
- Views: How many people have watched your video?
- Engagement: Likes, comments, shares, and click-through rates.
- Retention: How long do viewers watch your video?
- Conversions: Are viewers taking the desired action after watching?
Use this data to refine your strategy and improve future campaigns.
10. Stay Consistent
Promoting and distributing an explainer video is not a one-time task. Consistency is key to maintaining momentum and achieving long-term success.
Tips for Consistency:
- Share your video multiple times across different platforms.
- Update your video periodically to keep it relevant.
- Create a content calendar to plan future video promotions.
Conclusion
Explainer videos are a powerful tool for engaging your audience and driving conversions. However, their success depends on how effectively you promote and distribute them. By optimizing your video for SEO, leveraging your website and social media, running paid ads, and engaging with your audience, you can maximize its impact. Remember to track your performance and stay consistent in your efforts. With the right strategy, your explainer video can become a cornerstone of your marketing success.
