7 Reasons EdTech Publishers Should Post Videos on YouTube
If you’re wondering whether it makes sense to use video to market your business or showcase your products, the short answer is, “yes, it does.”
Over the last three years, several of our clients have asked us to create motion-graphic videos that help explain a new product or product line, or that quickly demonstrate their brand’s position in the market. We’ve discovered that once they’ve developed a few videos and tracked user engagement, their appetite for more of them increases. And once these short-form videos are done, they find multiple ways to use them, both internally and externally. YouTube should be one destination.
From the experience that our clients have had specifically with “explainer” videos, we’ve extracted seven reasons why their presence on YouTube, your websites, and promotional materials should dramatically build awareness of your products and brand—and how user engagement with the videos will help you grow your business.
#1: Get on the second largest search engine in the world
YouTube is the second largest search engine in the world. So, that’s where you want to showcase your products and/or services with your prospect-friendly videos.
#2: Rank higher in search, i.e, improve your SERP (search engine ranking position)
Adding a video to your website increases your chances of ranking on the first page of Google results by 50 times. That makes it well worth the effort—especially when 75% of people never venture past that first page.
https://www.lemonlight.com/blog/how-will-video-help-seo-ranking/
#3: Increase the understanding of your product
Products can be complex, and it’s essential that your audience understands yours before they decide to pilot it, or share it with their institution, and eventually build it into their budget. Lucky for you, website visitors are 64% to 85% more likely to purchase after watching a product video.
An explainer video gives you a chance to show—not just tell—potential customers what you’re offering and how it solves a problem. It tops our list of recommended videos to make first.
https://vimeo.com/370894852/89b8c4bc3d
#4 – Offer your clients and prospects the medium they want
Video traffic will account for 80% of all consumer internet traffic in the world by 2021. Educators are consumers, as we are all well aware.
On top of that, according to eMarketer, four times as many consumers would rather watch a video about a product than read about it.
Without a doubt, video content is your audience’s (every audience’s) medium of choice.
#5 – Boost email click-throughs
Including the word “video” in an email subject line can boost open rates by 19% and click-through rates by 65%. According to some studies, including video in emails can boost click rates by 300%.
Embedding the video itself into emails is not ideal. This is because most email clients do not support inline playing of the video. Even if they do, large video files increase the likelihood of your email getting caught in spam filters.
Instead, include a thumbnail from the video in the email body that users can click to view the video on your website or landing page. You can even set the player to autoplay for the fewest clicks.
#6: Show up in more social feeds
Social feeds (Facebook and Instagram, specifically) do a great job of showing people what they want to see. Algorithms based on users’ previous activity make it hard for small businesses to be discovered by new audiences.
At the same time, video posts are rising to the top of news feeds everywhere. People are more likely to stop mid-scroll for eye-catching video content. So, when it comes to social, video is your express route to being seen.
#7 – Create more low-touch educational options
Assuming you don’t have a big team, even outside of your marketing group, the more you can encourage your audience to educate and help themselves throughout the buying journey, the better.
By creating low-touch educational video content, you make it easier not only on the buyer but also on the sales team. (Especially if that sales team is you!)
Example: https://www.youtube.com/channel/UChv8WAcQpgGbIIWeNnaOJ5
There’s another reason: A video is a short story, and if your product or company has a story to tell, chances are it will find an audience.
Here are a couple of additional resources on video production and its advantages:
https://www.designrush.com/agency/video-production/trends/what-does-a-video-production-company-do
https://www.designrush.com/agency/video-production/trends/what-is-video-production
