Once considered expensive and time-consuming to produce, videos are now showing just how popular and easy they really are. With video equipment coming down in costs and technology enabling better quality videos, content as we used to know it is changing.
Creating an explainer video for your business offers many benefits, most important of which is the ability to deliver the perfect pitch and to communicate in a medium, which can be shared and digested quickly and easily.
And, as the average online user’s attention span diminishes very quickly, video is now fast becoming a very fashionable and practical way to present content to people who do not have a lot of time. If you need some more convincing, HubSpot says:
Pew Research Center data shows 78% of adults watch or download online video. With such a high volume of online video viewers, you can bet creating an explainer video for your site will draw plenty of views (as long as you actively promote the video, of course).
Reel SEO also puts it in perspective a little differently:
As it turns out, the content tail is long indeed. YouTube is all grown up, and “gasp!” an explosion of content is topping the charts. Let’s call it UGC 3.0 – business owners can leverage the incredible diversity of production techniques and content genres being invented every day.
The Rise Of The Rich Video Snippet: What Is It And Why Would You Want It?
Search Engine Journal provides the following definition and explanation of rich video snippets:
A video rich snippet means that when someone searches for something on Google, you can have a small tiny video show up next to your result to let the user know that particular result (yours) has a video to help. The searcher doesn’t have to specify if they want a video or not, but it’s a good way to stand out.
Thanks to the evolution of cameras, smartphones and tablets, videos are becoming cheaper to make. And, consumers are so in love with their screens that video is an easily consumable form of content for marketers.
When you have created rich video snippets you usually have to choose between ranking the video on your site and ranking it on YouTube. And at least nine times out of every ten, YouTube will probably outperform your site.
A rich video snippet shows you are progressive and open to try new methods of communicating. For people who don’t want to, or think they are too busy to read, video content is perfect.
Producing The Kind Of Video Your Target Audience Wants To See
In order to be effective you should announce how your product or service can address your prospect’s problems. In other words, how will using your product or service improve your prospect’s life? This is important to get in early, in order to remain focused and keep your viewers engaged.
As you would with written content, each video you produce should end with a call to action, or a clear instruction on what the viewer should do next. Explain how and where someone could get in touch with your business.
Creating a Video HTML Sitemap
Of course, only a fraction of the video content uploaded to YouTube actually does go viral. To be practical, you should optimize your video content to be found in search too.
Make it easy for your video content to be found and create a video HTM sitemap to submit to Google. Do this in Web Master Tools so you do not have to wait indefinitely for the new content to be indexed.