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In 2015, video should be a weighty factor when considering a marketing automation platform.
And for those looking at marketing automation platforms — HubSpot should be at or near the top of any evaluation list. But do HubSpot’s offerings meet your business video needs?
This guide breaks down the HubSpot’s features and functionalities as they pertain to video.
While HubSpot allows you to store various types of content in its platform, you cannot host videos in HubSpot itself. Videos need to be stored in other video hosting platforms like YouTube, Wistia, Vidyard, etc; they can subsequently be embedded into your content on HubSpot.
B2B marketers that use blogs receive 67% more leads than those that do not. So it comes as no surprise that one of the main areas of focus for marketing automation platforms is your blog. This is also the case for HubSpot which offers deep functionality to build and customize your blog pages.
To add videos to your blog posts, you need the embed code; or, for supported services like YouTube, Vimeo, and Instagram you can just paste the video URL.
Open the blog post where you want to drop in the video and select Insert, then media. Here you can use one of the two options to add the video:
URL: For videos hosted on YouTube, Vimeo, and Instagram you can paste the link in the Media URL tab, and HubSpot will add the video to your post.
Embed: If you’re using a different video hosting platform or prefer to use embed code, you can click the “Embed” tab and paste the code in the box below.
Regardless of which option you choose, we recommend playing around with the embed code until you find one that looks good in your blog. Finding the right width for the video player can be tricky, as you want to make sure that the video does not exceed the width of the blog.
HubSpot does not track video views as a part of its reporting capabilities, so you need to use analytics from your video hosting platform to track the relevant metrics. For example, Vidyard offers a HubSpot integration that allows you to see your video metrics from within the HubSpot platform itself.
Just copy your API key from Wistia into HubSpot, paste some Java code into your website (also in HubSpot) and you’re all set. You can track important video metrics like:
Rewatches – the number of times people rewatched all or part of your video
Engagement Rate – the proportion of how long an audience member watches your video divided by total video length
Play Rate – The proportion of people who play your video of all people who view it
With this integration you can run reports on how videos are performing, see how each one impacts the conversion rate, and make certain prospects are seeing the right video at the right time. You can also adjust leads scores, and set up smart lists based on videos so that highly engaged leads can receive follow ups when they engage with your video content.
While online video has proved to be very effective for marketers, figuring out the best way to include a video in an email is fairly complicated. However, the effort is well worth it with studies finding that just mentioning the word “video” in the subject line can improve click-through-rates by 20 percent, and open rates by 7-11 percent.
While the data is clear, due to spam and security reasons, video is not supported in email across major email clients including Gmail, Yahoo, and Outlook. While you can’t embed videos into your emails in HubSpot, a simple workaround to this involves adding an image of the video and linking it to the page where the video is hosted / embedded.
Here’s an example from one our emails:
If you don’t have a high quality JPG available, we recommend using a screenshot. To do this, simply create an image that represents the video; we recommend taking a screenshot of the video (Press the “Print Screen” button on a PC or use CMD+Shift+3 on a Mac). Crop the image to the size you want and insert it into your email. Next, click on the image and turn it into a hyperlink using the “Insert / Edit link option”. Here you can add a link to the page where the video is hosted on (it could be a landing page or the video hosting platform) and you’re all set.
It may also be a good idea to include text near the image that lets users know they can click the image to view the video.
If you host your videos on Wistia, you can easily embed a thumbnail of your video in your email campaign by following these simple steps. This integration also allows you to send your recipients email addresses automatically through to your Wistia stats, which lets you see who your audience is and what parts of the video they’ve watched in Wistia.
Videos can boost your landing page performance with some studies showing that adding video to a PPC landing page can result in a 130.5% increase in the number of leads generated by the campaign. Here’s how you can add videos to your landing pages in HubSpot:
Open the landing page you want to add video to and select the content module where it will be added. If you’re using HubSpot’s default content module, then adding a video here is similar to adding a video in a blog post. Just select Insert > Media and add the URL or embed code for your video.
However, if you’re using a different module for example like a HTML module we use at GoAnimate, then you want to enter the relevant HTML code for the corresponding video. Simply paste the embed or HTML code and make sure to resize the video player to fit the layout of the page. To resize the video player, change the size within the embed code itself or select the video player and then use the plus / minus icons to resize it.
HubSpot does not have a video maker within its platform, so you cannot create video content in it. You have to use video making tools, such as GoAnimate, to create your videos, add them to a video hosting platform, and then use any of the previously-discussed methods to add your video into HubSpot.
While this process may sound tedious, HubSpot does have video partner integrations, many of which allow you to add videos with a single click. Another great way to save time is using the single-click export option in GoAnimate, which can add your videos quickly and easily to video hosting platforms like Vidyard, Wistia, and Vzaar.
Here are the single-click export options in GoAnimate:
HubSpot is a great content sharing platform, not necessarily a content creation platform. It can help you share videos on your blog and landing pages if you’re slightly adept with embed codes, but doesn’t offer much else in terms of storing and creating videos.
However, if you do use Wistia for video hosting then you can also reap the benefits of some cool features like embedded video metrics and adding a hyperlinked screenshot to your emails within HubSpot. This can help improve the efficiency of adding video content as a part of your marketing efforts.