As marketers and businesspeople, we need to be concerned with what is going on around us. But all too often, we get sucked into our day-to-day routines and just fail to take a step back and see where things are going.
Well, today we’re (hopefully) going to give you a small dose of perspective on some trends that, if you’re not careful, can have some haunting effects on your business going into the future. Don’t worry though – if you’re on top of your game you’ll be ready to dominate like Rick Grimes in the Walking Dead.
Video marketing. Ah, that buzzword you’ve been hearing over and over and over and over again. Well, here’s some stats that, if you’re not ready for them can be scary! Be forewarned, side effects of reading this article include nausea and loss of sleep.
Reading 100+ articles about predictions on email marketing is intense! Luckily, there’s this one article to rule them all. It puts a nice summary together so you know what the future of email marketing is moving towards in the next 5 years.
We loved this article! Not only are case studies amazing to read, but think about the implications of this kind of research with some of the above articles. What if you can trigger a video playing outside your store because someone with a phone is walking by? What if your sales team knows that someone has entered a competitor’s store?
Marketing is always evolving and in this crazy technological world, we’re only scratching the surface of the iceberg.
Don’t think we’re trying to tell you that if you don’t XYZ, your video using efforts are all for not. Although, it is imperative that you understand there are wrong ways to use media—especially on landing pages.
Think of it like throwing a party.
You can’t just throw down some lawn chairs and put a bag of chips on the table. These are your potential customers and guests. Let’s try to put together a grand event so that those who come will be compelled to stick around.
This post will mainly be spent telling you how to use video on landing pages. But throughout, we’ll give a few tips that will keep you from common pitfalls.
Three key elements comprise the makings of a great video landing page:
The Platform (method of hosting): The venue of your party
The Landing Page: The decor
The Video: The belle of the ball
We’ll be diving into each of these with all the details you need to raise your conversion metrics on the next page you create.
This is your venue to the party you hope to put on. If you’re looking to have (or have already) a professional video to put on the landing page, you’ll want something suitable to host it.
Remember the video is going to be the eye catcher. You wouldn’t get decked out for a fish fry the same way you would the Oscars, right?
Bottom Line: Where you put your video is important.
Luckily, you don’t have to drive around town trying to find the perfect place to host all of the people. You really only have two broad choices.
Landing Page Builder: The gold standards here are LeadPages and Unbounce, but there are many more options around today. Here’s a link to a list of the best seven from the folks over at CrazyEgg.
Self-Hosted/DIY: You could choose a theme via WordPress, or custom build your own landing page for your self-hosted site. There are also builders that integrate with WP. One of the best is Thrive. You can choose from dozens of templates or create one from scratch in a drag-and-drop style.
How About a Don’t: Don’t link ads or send traffic to your home site or homepage. The page can be connected to your site, but it needs to standalone There are rare cases (exceptions to the rule) where this is okay, but people don’t want to hear about your company. They want to hear about the thing that solves their problem that you make or do.
Element Two: The Landing Page
If the platform is your venue, the landing page is the decor.
The primary “bullet point” for a successful landing page is integration.
Does the page on which your video rests help tell the story that is found there?
Does the page offer the way to respond to the call-to-action mentioned?
Is there just enough additional information to get the slow responder to take the leap?
Is the design overall appealing and up to the standards modern web traffic will expect?
The entire page is very well done and upon watching the video, it was seemingly done specifically for this landing page.
The two are brought together seamlessly.
The video quickly tells visitors why they’re watching, the purpose of the video (an event), and why watchers would want to attend/learn more about the event.
After watching the video, there is a little blurb with some compelling copy and a call-to-action button—all above the fold of most desktops. However, more copy and social proof are just a scroll away.
The page is just enough to prove legitimacy while staying focused on converting attendees.
How About a Don’t: Again, don’t treat this as a page on your website. Don’t have the menu at the top, don’t distract them with social icons. They are there for one solitary purpose—to tell you “yes” or “no”.
Element Three: The Video
It wouldn’t be a video landing page without some form of moving pictures on the screen. The short video you have will definitely be the Belle of the ball.
As you can imagine that this Belle has to dance with the other elements, but it’s definitely what will be the reason people come and – if done right – stay. We’ll spend the most time here.
Let’s make sure we dress it up nice enough to warrant attention with these pointers.
This one doesn’t just speak for the video, but everything that leads up to the visitor watching. The ad that brings them in should look similar to the page and video. The video should have similar coloring (if necessary) and speak about the exact thing foretold via the ad.
If visitors didn’t know it was a video they were coming to, make sure to start off with exactly why they came in the first few seconds.
Make sure they know what you are getting at right off the bat.
Your video should be created to get them to do something. One thing, not a bunch of stuff. The call to action should be layered into elements on the page (more on that later).
Everything in the video should be compelling and push the viewer to understand the key point. Consider their visit to be an elevator pitch opportunity.
Tell them exactly what you’d like them to hear and how to respond in about 60 seconds.
Focus Tip: Messaging should be specific enough to speak to each visitor like a conversation, but also not too sharp as to push away anyone but your “ideal prospects”.
Tell a Story
The founder of McDonald’s (Ray Kroc) said, “We are in the real estate business, not the hamburger business.”
In a similar way, we consider ourselves storytellers before explainer video creators.
Story is the best way to get people to feel emotion and make a decision in a very short amount of time. Think about it, you can read a blog post about landing pages and get some good tips without being brought to a state of euphoric emotion.
Try watching a Pixar short without feeling anything, though.
Bonus Resources: We’ve written on the subject of storytelling a lot. Try here and here.
The video content has to be good and look good, but so does the video and player. There are tons of sites that just embed a video, but if you want to stand out—try these tips.
Create or choose a thumbnail: The picture that everyone sees before they hit play. Even if the video autoplays, it helps to start the story you’re about to tell them.
Placement and sizing: Make sure that the video is completely seen when the page is loaded. It needs to be above the fold, front and center. Make sure that it’s proportionate and responsive, too.
Video Player: Everyone knows YouTube is the biggest site to host videos, but another player (e.g. Wistia) can give you more options and are overall better for business.
How About a Don’t: Don’t just throw a current marketing video on a page and don’t just put together a quick video that looks like you should be tied to a chair and holding today’s paper. Just because you’ve heard that video landing pages are the future of the sales funnel doesn’t mean you can do it half way.
Time to Party
An effective video landing page is one that is treated as a single organism. It’s something that works together and should be thought of as such. To use our party example, you wouldn’t have the dancing in one building with the dinner several miles away.
It all has to start together, not come together.
Getting this right is the difference between hitting your metrics and conversion goals, or showing visitors that you don’t know how to show them a good time.
Yeah, we said it. Stats are boring (in and of themselves).
These factoids look great on a slideshare and can be dressed up to make people think you know what you’re talking about, but unless you can harvest the data and gain insights into your business—you’ve got nothing.
Our post is not a (boring) list of dozens of stats that you can regurgitate to your content team.
Everyone does that. We’ve decided to decipher the code.
In reality, stats are like little codes. If you can crack them open, you’ll reap the benefits they speak to. If you can’t translate the data into action, you’ll have a nifty trinket and no treasure.
So, finish your Cracker Jacks and break out your decoder rings.
We’re about to take an adventure that will reveal the secrets that all of those facts and figures are trying to tell you.
Intro “Sample” Stat: In 2017, it’s estimated that video will make up 74% of web traffic.
Stat Translation: Yes, your story needs to be told with video, but in a way that draws the right traffic in ways that traditional copy no longer does as effectively.
Necessary Standards to Keep You Focused
Before anyone starts out on an adventure to decipher a hidden message you have to be properly motivated.
Think incomplete treasure map or ancient untranslated hieroglyphics.
People have always searched for hidden treasure, even today. And there are still so many texts and pictures that are being researched to understand the past of humanity better.
So, what’s the motivation in using these stats?
Welp, you are trying to translate the trends into insights that help you tell your brand’s story better (e.g. hieroglyphics). Once you do that, you’ll end up with better conversions (e.g. treasure).
See what we did there?
Bottom Line: Understand that every fact, stat, and number should help you better convey the story of your product(s) to your audience—ending up in a higher conversion rate.
Let’s Get to The Stats
Bonus Decoding Tip: While you’re looking through the jungle of endless stats that are bullet-pointed out, it’s important to think about how you advertise. Maybe you’ll find a stat that will help you to that end, or maybe you’ll find new ways to do your marketing.
Stat One: A staggering 85% of videos on Facebook are watched without sound.
This one sounds crazy, but makes sense with a little translation.
First, most videos shared on FB are cute, funny, and/or quick. Add the fact that you have to click on the video in order to hear the sound, it adds a level of commitment that most users aren’t going to do as they’re scrolling through their feed.
Don’t take this as a downer though, you have to take the translation and apply it to your marketing. Why not try to:
Make a cute or funny video that tells the story you’re trying to get across.
Keep your videos short enough and impactful enough to keep them from scrolling by on their feed.
Create a version of your video with subtitles specifically for the person who doesn’t want sound.
Stat Two: Almost half of marketers plan on adding a YouTube content strategy this year.
With a billion users worldwide, YouTube marketing isn’t optional for many businesses, it’s mandatory.
If you’re not uploading and advertising via this platform, the stat could be a simple warning to get it in gear.
However, if you are already implementing these things, it’s time to increase your efforts. Your competitors that aren’t on YT are likely thinking about it. How can you reimagine, or bulk up, your efforts to keep ahead of the game?
Competition is good, especially when you see them coming and can translate the stats better. But alas! Just because you host videos on YouTube doesn’t mean that it’s perfect for every instance where you use a video. When implement a landing page video or embedding an email thumbnail, Wistia is pretty rad and is our go-to at Explainify.
YouTube, on the other hand, is most appropriate when you want to share something that is fun, engaging, or content you want easily shared. Like this:
Stat Three: 80% of consumers feel that demo videos are helpful.
Marketing used to be all about coming up with a great slogan for “men” or “women” or “teens”. Very general, very vague stuff and it worked.
It’s why we had the show Mad Men.
Now, it’s much harder to gauge what a person wants based on simple demographic data. Luckily, it’s also a time when the consumer is telling you exactly what they want to hear (and how).
People who are at a certain stage of your sales funnel just want to know how your gizmo works, and they want a short video that tells them straight up.
Bonus Decoding Tip: When you find stats that have similar data, you can combine them to make an even more informed marketing decision. For instance, shoppers who view demo videos are much more likely (1.81X more) to purchase than those who don’t view those videos. Not only does your audience want a demo vid, but it helps you find your treasure (conversions).
Stat Four: People watch 10 million videos every day on SnapChat.
This stat is to demonstrate (to some of you) the ease of scrolling past gold on some of these lists of numbers.
A lot of execs don’t have an active Snap profile, if they have one at all.
If we give it a second, the excuses for staying off the platform start rolling in. “That’s not for companies, but for teens and close friends.” Similar things were said about Facebook and Instagram and now you can’t stop big companies from spending millions to advertise.
SnapChat can be helpful in a lot of businesses (not all, obviously) in the cause of humanizing your brand.
People want to feel a connection to whom they buy from and it starts with you speaking their language in places where they are talking.
Stats can help you figure both of those things out.
Stat Five: Over half of all online video watchers consume videos thoroughly.
We do short form explainer video content here at Explainify, but that doesn’t mean that we are opposed to the very idea of longish videos.
Even if we were, the facts point to many users seemingly wishing there was more.
Not that this stat has an average length, but with some serious decoding you can decipher a few points that this could be speaking about.
It’s about 55% of video watchers, not all. This means that these could be people who are researching for school/work, interests/hobbies, or products. Not casual watchers, but those who are bought in to a certain degree.
Length isn’t that important to these people, content is. Whether it’s those “Tasty” recipe videos that are only a minute long (but you can’t stop watching and will never make whatever it is) or an hour tutorial video that really shows how your product works. Either way, leave them with everything they need (including a hunger for more).
Quality plays a huge role. For every video these hardcore watchers play, there is at least one that they can’t back out of fast enough. One is a professionally produced video and another is a blurry Windows ‘98 MovieMaker special.
Ready for Adventure?
Stop looking for stat posts only to forward them to your marketing team. Stop reading them and saying, “Hmm. Interesting.” And then forward it to your colleagues.
It’s time to take your brand’s story and your conversion rate to a higher level, and that can only come when you use the intel you have and translate it to best suit your company’s image and customers.
Explainify makes short, animated explainer videos that enable businesses to explain their services simply, effectively, and meaningfully by capturing their one-of-a-kind story.