In a previous article, How to get more views on your internal communication video, we outlined a number of steps you can take to increase video views inside your organization.
In this article we address one particular reason which might hinder people from seeing your video and which you can easily fix.
It’s about the positioning of your video on web pages and landing pages.
So, what’s up with positioning?
A busy webmaster may not insert your video thumbnail picture or, indeed, the video itself on the part of the screen which is called “above the fold”.
Hang on, what’s “above the fold”?
It is the space on the screen which we see without having to scroll down. Some years back this was rarely a concern because the majority of users in an organization would visualize information through exactly the same, standardized desktop screens.
Today, your colleagues, clients and prospects are more likely to access information through many different mobile devices such as smart phones and tablets.
What’s the problem?
If a video is not positioned correctly for mobile devices, an increasingly large part of your target public may never get to see it, because they never scroll down.
It’s pretty clear that this would have a negative impact on video views.
To prove the above point, Wistia, a video hosting company, made a revealing experiment which rendered astonishing results. The results speak for themselves and we want to share them with you.
The Wistia video positioning experiment
Wistia searched through 95,000 web pages containing video, and recorded the position of each video on each page.
With the data collected, they designed a model page with 7 zones (each 250 pixels high). We display the model in the left hand column.
Then they used the collected data to position each video into one of the 7 zones. For example, the video in the image to the left is in Zone 2. Then they compared click rates.
What did they observe?
The experiment revealed a large drop in view rates for videos positioned between zones 3 and 4. The reason for the drop can be attributed to the fact that these videos are “below the fold” which means that you must scroll down to see them.
To cut a long story short, the higher “above the fold” a video is positioned, the higher the view rate.
What can you do?
In a nutshell: ensure your videos are always positioned above the fold.
If you work in a large organization, you probably delegate the publication of your video to a webmaster. In other words, you have no control over its positioning.
It may be interesting to locate your recently published video. Where does it sit? Is it positioned “above the fold”, somewhere in zones 1 or 2 as shown in the above chart? You should not need to scroll down to see it. Perhaps it’s OK on your desktop, but how does it display on mobile devices such your smart phone or tablet?
If it’s below the fold, then maybe it’s time to pick up your phone and have a friendly chat with your webmaster.
It’s important, because you and your company have spent money, time and care to communicate something important within your organization; just too silly not to do everything you can to make your video views a success.
But perhaps you are super busy. You get the idea about positioning but you just don’t have the time right now to check everything out. When this happens, just give us a call. We are happy to help.
References which provided information for this article.
We are inspired by people and companies we know and trust. We recommend, without hesitation, these articles for further reading and deeper insight.
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