Explainer Videos: How To Use It To Drive More Traffic to Your Website

Short-form videos have been changing the game for businesses and marketers. This year, these videos are no longer optional in marketing.

Ad spending on short-form videos is projected to have a 10.04 percent compound annual growth rate (CAGR) between 2024 and 2028. This finding suggests that businesses and marketers will double down on video advertising using this medium.

Among the types of short-form content are explainer videos. With the appropriate development and optimization, these videos can significantly generate more website traffic, ultimately boosting leads, conversions, and sales.

So, how do you efficiently use them to ensure higher sales and revenue?

Let’s first discuss explainer videos and their types.

Understanding Explainer Videos

Explainer videos are short-form videos that communicate how something works. They are often used for marketing purposes to showcase product benefits.

These videos are mostly uploaded to social media networks like YouTube, TikTok, and Instagram. You can also place them on your website’s homepage or product pages.

Explainer videos have four types: live-action, animated, whiteboard, and screencast.

• Live-action: This content involves traditional non-animated videos that promote physical products and customer-centric services.
• Animated: This type involves animated videos that explain less tangible services like software solutions.
• Whiteboard: These videos are similar to animated explainer videos. However, they appear as hand-drawn animations on a whiteboard.
• Screencast: This explainer video type comprises screen recordings of users using products or services.

How To Use Explainer Videos To Drive More Website Traffic

Here are the best practices for driving more website traffic with explainer videos:

Strategically place keywords in the video title and description

Keywords can help boost your explainer videos’ visibility. You must strategically include keywords in the video titles and descriptions to enhance your site’s search engine optimization (SEO) and guide viewers to your landing page.

Begin by conducting comprehensive keyword research related to your products. Keyword research solutions like Google Keyword Planner can be helpful in this step.

Once you have a keyword list, scale it down by choosing the most relevant words. Then, naturally include them in the video titles and descriptions.

Remember to avoid keyword stuffing. This tactic is spammy and involves unnaturally forced keywords, which can detract from the viewer experience.

Provide a clear call to action

If you want your audience to take action after watching your explainer videos, explicitly instruct them. At the end of the videos, tell them to visit your website, download a free resource, sign up for your newsletter, or subscribe to your channel. You can even include these calls to action in the introduction.

Ensure your calls to action are clear, concise, and visually engaging through overlays and vocal prompts. Whatever design and approach you use, your CTAs must encourage and guide viewers toward the next step of their buying journey.

Embed explainer videos to your website’s homepage and product pages

Search engines typically favor websites with rich content, including videos. So, by embedding videos to your site’s homepage and product pages, you can increase your search rankings and generate more traffic.

Here are the steps for embedding videos to your homepage and product pages:

1. Choose high-quality explainer videos that provide value and are relevant to the pages.
2. Upload the videos to a video hosting channel like YouTube, Vimeo, or your server if it has the capacity.
3. After uploading the videos, get the embed code by clicking the share button.
4. Go to your content management system (CMS) and navigate to the homepage and product page editing section. Then, switch to HTML or code view and paste the embed code in the appropriate section.
5. Adjust the settings to modify the video size, quality, and autoplay parameters for user experience.
6. Lastly, preview and test the pages on different browsers to ensure the video is embedded correctly.

If you’re using a CMS like WordPress, use a reliable WordPress hosting platform to ensure your website performs optimally, particularly when embedding videos.

Working with an MSP marketing agency can help streamline this process. They can assist in fine-tuning the technical aspects and provide insights into the best video integration approaches to enhance your website’s performance.

Optimize the video based on the platform and your audience

Different social media channels cater to individual preferences and viewing habits. For instance, TikTok users expect short, attention-grabbing videos in vertical format. On the other hand, YouTube viewers are often more receptive to longer videos with in-depth content.

Therefore, it’s best to tailor your explainer videos based on the platform and your audience. This optimization tactic helps ensure your content resonates better with your customers and prospects. As a result, you can encourage more viewers to visit your website.

Keep the videos short and straightforward

Generally, it’s best to aim for a video length of under two minutes to ensure viewers watch the content until the end. Because viewers are bombarded with online content, many prefer straightforward videos that will explain everything quickly.

Also, concise explainer videos under two minutes are more likely to deliver your message effectively and hold viewers’ interest.

Thus, prioritize conveying your product’s benefits and valued proposition. Rather than lengthy explanations, go straight to the point of the “why” behind your offers and the problems it addresses for your target audience.

Use second-person language

Making your explainer videos more personalized helps ensure your content’s relatability. This personalization involves second-person point-of-view words like “you” and “your.”

Shifting this focus directly to the viewers helps them visualize themselves within your content’s narrative. They can easily imagine how your products will benefit their lives.

Second-person language also encourages viewers to participate actively. They feel you’re speaking directly to them, making them more invested in the information. As such, they’re more likely to take action after watching.

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How do explainer videos help drive website traffic, leads, and sales?

Compelling explainer videos help drive website traffic, leads, and sales in the following ways:

They grab the audience’s attention

Explainer videos can grab the attention of your target audience. You can encourage them to take action or purchase if you capture their interest.

The combination of dynamic animations, images, text, and narration can quickly draw viewers in. This visual appeal helps keep the audience interested and engaged.

Moreover, explainer videos can foster an emotional connection with your audience. Through relatable characters and scenarios, they can evoke feelings that resonate with viewers. This emotional engagement helps make the content more memorable and increases the likelihood of sharing.

They illustrate problems and solutions in a straightforward manner

Explainer videos are considerate of viewers’ preferences. Because many are uncomfortable or shy about saying they don’t understand something or asking questions, explainer videos give them the necessary information.

These videos break down complex issues into easily understandable segments. The visual and narrative structure also helps enhance information retention.

Once the problem is established, the content seamlessly transitions to presenting the solution. This logical flow helps viewers quickly see the value of your products or solutions.

They help establish brand identity and authority

Viewers who see brand-specific and well-crafted explainer videos associate the visual and auditory cues with the brands.

Therefore, you can reinforce brand recognition by consistently using your brand’s elements, such as colors and logos. This consistency can foster a sense of familiarity, making your brand more recognizable and reliable.

Additionally, you can build your authority by explaining complex concepts or demonstrating your company’s expertise. This authoritative presentation helps educate the audience and instill confidence in your ability to deliver promises. As a result, viewers become customers and advocates who will turn to your brand for solutions.

Explainer videos can even include real-life examples and testimonials that can strengthen your credibility. They provide tangible proof of your brand’s reliability, helping convert skeptical viewers.

They allow more creativity

Unlike traditional text-based content, explainer videos combine audio, motion, and visual elements to create a dynamic storytelling experience. This creative freedom lets you experiment with various styles to find the most effective approach to connect with your audience.

For instance, animation can make abstract concepts more entertaining and informative. You can create vivid and imaginative scenes that make complex ideas more memorable and relatable.

Explainer videos also offer the opportunity to infuse emotion, humor, and personality into your content. By incorporating characters and scenarios, you can establish emotional engagement and expand your brand’s reach.

They apply to customers of all sales funnel stages

Because of explainer videos’ versatility, they can engage customers at every sales funnel stage.

• Top of the funnel: Explainer videos can raise awareness and attract new viewers by introducing your brand, products, and offers.
• Middle of the funnel: Explainer videos can explain in depth how your products solve specific problems while prospects evaluate their options.
• Bottom of the funnel: Explainer videos act as a final persuasive tool by demonstrating your product in action, highlighting testimonials, and presenting clear calls to action to customers ready to take action.
• Post-sales engagement: Even after customers take action or purchase, you can create explainer videos that provide tutorials, setup guides, and tips to maximize your product.

Invest in Explainer Videos Today

Explainer videos help you convey your message effectively. You can build stronger connections with customers, viewers, and prospects by making complex concepts straightforward.

As such, explainer videos are a forward-thinking marketing tool that can drive business growth and transform your impact and success. With the proper optimization practices, you can maximize their benefits and ensure you stand out in your market.