Great news: you have a video!
Chances are, you’ve already put some thought into where the video fits into your overall marketing strategy and goals.
We wouldn’t recommend making a video and then figuring out where to put it. But we do have some tips for getting the most out of your content no matter where it lives. Whether it’s on a landing page, in an email campaign, or on a social network.
Where should I host my video?
For many, the default strategy is what we call the “video dumping ground” strategy, wherein someone is tasked with uploading every video that you create to YouTube by default.
We don’t see YouTube as a dumping ground, but as a social network.
And like any other social network, YouTube success requires work and planning.
Wistia’s Ezra Fishman outlined five questions that we could all benefit from answering before embarking on the YouTube journey:
- Are your prospects on YouTube?
- What other videos are your prospects watching on YouTube?
- Can you make relevant content that they’re looking for?
- How effectively can you use YouTube advertising?
- Do you need your prospects to reach your website?
You can find more detailed responses to these questions on the Wistia blog. But the short answer: you should add videos to YouTube that your prospects are looking for and will be eager to consume there.
If your videos don’t fit that description, YouTube is not a great channel for you.
Usually, the best videos for YouTube are in the entertainment and education categories. And for the most part, it’s very difficult to drive traffic to your site from YouTube.
So, if you want viewers to convert, you should self-host your video and embed it on your website instead, using a hosting solution that gives you the control you need.
(Wistia is one of those solutions, so we might be a bit biased; you’re welcome to research alternatives!)
Embedding your video on your website
As you get ready to copy that embed code and place your video on your site, you might be asking yourself a few questions.
Where should I embed my video?
Not all videos, and not all pages, are created equal. Sometimes, your video is the core content on your page. In these cases, you probably want the video to live pretty close to the top of the page, so viewers will see it right away. On the other hand, supplementary video content might do just fine lower on the page. Context is everything — consider what your video is trying to accomplish, and place it accordingly.
That said, if you’re optimizing for play rate alone, this data from 95,000 pages where Wistia-hosted videos are embedded might help you decide where to place your embed.
We broke the pages down into 7 250-pixel high “zones,” and found that play rate took a pretty significant dive after zone 3.