- Creating great video content is only half the story.
The other half is how you promote your videos
on your landing pages.
Now if you don't do this correctly,
you won't reap the full benefits
of all the hard work you put into creating your video.
However, the good news is that in this video,
I'll provide you with my 10 best practices which,
if you follow, you are virtually guaranteed
to get the most out of your landing page videos.
(lively music)
But before we begin make sure you like,
share and subscribe to our channel,
so that as we keep releasing more videos
to help you with your video marketing, you get notified.
Also, in the comments below,
let me know which of the tips I mention in this video
is your personal favorite.
So let's get started.
Tip one: put your video above the fold.
According to HubSpot, 55% of visitors spend
less than 15 seconds on your website.
And so you have a very short space of time
to grab their attention and engage them.
If you want the maximum number of visitors
on your landing page to view your video,
you need to make sure it appears
as high as possible on your page.
In other words, it needs to appear above the fold
which means your viewers
should ideally be able to view your video
without having to scroll down your landing page.
Now this simple best practice
is probably the most important thing you can do
to maximize your videos play rate,
so make sure you take it into consideration.
Tip two: create an engaging thumbnail.
As they say, first impressions matter.
If your thumbnail isn't engaging,
people are not really going to be inspired
to watch your video,
no matter how great the actual content is.
So make sure you put the effort
into creating a great thumbnail that hooks your visitors
and compels them to watch your video.
On our channel we have a dedicated video
on how to create high conversion thumbnails
so rather than me repeating that whole video here,
I have included a link to it in the description below.
So make sure you check it out.
Tip three: have visual cues pointing to your video.
Directional visual cues can greatly increase the play rate
of your videos as they prompt us
to subconsciously follow the direction
being suggested by the cue.
Examples of good visual cues include:
An arrow or object pointing
towards the video on your landing page.
A person gazing at the video on your landing page.
Or using color contrast to put more emphasis on your video.
For example you can make your thumbnail very bright
and noticeable and the surrounding area duller in comparison
which will prompt your viewers
to focus their attention on your video.
Tip four: avoid autoplay.
Have you ever visited a web page
where a video started playing automatically
which annoyed you so much that you just exited the page?
Well you're not alone here, as this has happened
to the most of us.
Which is why I would suggest
you avoid auto playing on your videos.
Even though I fully appreciate
how great your videos are, it is likely
that most of your website visitors
will still value their free will and would prefer
to be given a choice as to whether to watch your videos,
instead of them being forced upon them.
If, however, you are really keen
on auto playing your videos, as a minimum,
at least test this versus a press to play option
to see if it actually improves conversions.
Tip five: add subtitles.
Not everyone has their volume on
when they come across your video.
They could on a train, in a quiet environment
or anywhere else where they simply would prefer
not to put the volume up.
In such cases, just having subtitles in your videos
will boost the engagement of your videos greatly
and won't exclude people
who don't want to put the volume on.
You can get subtitles for your videos
done cheaply and quickly at rev.com,
so make sure you check them out.
Tip six: keep your videos short.
As a rule of thumb, if your goal is to drive conversions,
you should make the videos that you add to your website
as short and concise as possible.
People have short attention spans
and with each passing second,
a certain percentage of your viewers will be dropping off.
A comprehensive study conducted
by Wistia found that if your viewers watch your video
for the first 30 seconds, they are likely
to keep watching until the 2 minute mark,
after which engagement will likely
start dropping again sharply.
So if your message is relatively short,
try to keep it to two minutes or less.
If it needs to be longer, that's okay,
provided you don't drag on unnecessarily.
If you are interested in a more detailed breakdown
of the Wistia study, we have done a dedicated video
on just this topic.
So feel free to check it out.
Tip seven: host your video on the right platform.
Make sure you think about the best platform
to host your landing page video on.
Hosting platforms like Wistia and Brightcove are great
if you are looking for in-depth analytics.
Vimeo is great if you are looking for a hosting platform
which looks good aesthetically
and provides a more professional feel.
And then of course you can just host your video on YouTube
which may be your preferred option
if you want to grow your video's watch time on YouTube.
Hosting on YouTube is free and YouTube provide you
with detailed analytics
to help you assess your video's performance.
Tip eight: include a clear call to action.
If your visitors don't know what you want them to do,
you can't expect them to do it.
That's why having a clear call to action
is an absolute must.
Your call to action should be short,
relevant and easy to understand and appear
not only in your video but also on your landing page
near your video to maximize the chances
that your website visitors take action.
Tip nine: stick to one message.
If your goal is to drive conversions,
you shouldn't overcomplicate your landing page video
by trying to get many different messages across in it.
Each video that you add to a landing page on your website
should have one specific objective to accomplish
and its content should be built around this.
If you have multiple messages such as different products
or services to promote, it is better
to create multiple smaller videos and add them
to the most relevant landing pages
as opposed to having one lengthy video
which tries to cover everything.
The saying, if you try chasing two rabbits,
you'll catch none, really does apply here.
Tip 10: test, test, test.
As you may know by now,
here at Spiel we are huge fans of testing.
No matter, how good you think your video thumbnail,
landing page design or your video content is,
if you don't A/B test them in real time,
you won't know for sure what works best.
So if you want to get the best out of your video content,
make sure you test!
I hope you found the tips in this video useful.
Before finishing, make sure you subscribe to our channel
as we really appreciate your support here at Spiel
and it motivates us to keep creating great content for you.
If you need more help with your video marketing, feel free
to get in touch with us at www.spielcreative.com
Thanks for watching!