Explainer videos have quickly become a vital part of marketing. They’re known for their ability to grab customers’ attention, highlight product details, and ultimately boost sales.
They work so well because they’re great at breaking down complex ideas into easy-to-understand chunks, making learning more effective (and hopefully fun, too). These videos perfectly mix simplicity and informative content, keeping viewers interested and informed.
This article will guide you through the art of explainer video production. You’ll learn why they’re so effective for growing businesses, as well as strategies for producing explainer videos that keep viewers engaged across various platforms.
What are Explainer Videos?
Explainer videos are designed to concisely describe a product or service to potential customers. They’re similar to ‘how-to’ videos but serve a slightly different purpose depending on the context.
These videos have become a crucial part of marketing strategies for many companies. Typically featured on relevant website landing pages, they’re favored on social media and crowdfunding platforms and at online or offline events and conferences.
An explainer video should be viewed as a brief, engaging overview of the product or service you’re offering, capturing the essence of what you’re selling in a digestible format.
Benefits of Producing Explainer Videos for Your Business
Some benefits to expect from adopting explainer videos for your business include:
Boost Conversion Rates
Although primarily informational, explainer videos can significantly influence viewer decisions and boost conversions. By providing valuable information, these videos engage viewers and encourage them to consider your brand.
A Forbes survey indicates that over 90% of consumers have been swayed in their buying choices by a brand video. Moreover, landing pages featuring explainer videos are reported to have an 86% higher conversion rate than those without, highlighting their effectiveness in turning viewers into buyers.
Easy Sharing on Online Platforms
Explainer videos are typically short, often under two minutes, with the most effective ones hovering around 90-seconds. This concise format makes them perfect for various messaging and online platforms, facilitating easy sharing. If the content is particularly engaging, these videos have a high potential for going viral, providing significant exposure for your brand.
Build a Strong Brand-Customer Relationship
Explainer videos are an excellent way to demonstrate your expertise and clarify what your brand offers. They help build trust with your audience by showing your commitment to enhancing their experience with your business. The powerful visuals and creative storytelling in these videos also helps you emotionally connect with viewers, making it easier for them to relate to the information or concepts presented.
Improve Search Engine Rankings
These videos often include keywords related to common queries, making them valuable for search engine optimization. They provide solutions and answers that can boost their relevance and ranking on Google’s search engine results pages (SERPs).
Moreover, Google’s algorithm favors pages with video content over those without. Statistics show that video content has a 50% higher chance of appearing in search results than plain text.
Provides Valuable Information
In today’s competitive business environment, explainer videos are a vital differentiator. They effectively highlight your product or service’s unique features and address the core needs of potential customers.
Whether answering common customer questions or showcasing product details, explainer videos deliver essential information that’s both concise and engaging. This earns the viewers’ respect and keeps them attentive and interested.
Strategies for Creating an Effective Explainer Video
Here are seven strategies to create explainer videos that drive brand engagement.
Connect with Your Audience
An explainer video is your chance to connect with potential customers. Focusing on your audience and their needs in these videos is crucial.
Be seen as a problem solver. Show your audience that you understand their challenges and are there to help. Avoid direct selling or pitching immediately, as this can turn people off. Instead, present a solution and demonstrate how your brand or product can resolve their issues. Remember, it’s not just about what your product does; it’s about the solutions it provides.
Keep Explainer Videos Concise
Recent studies show that 81% of people watch a full 30-second video, but only 51% stick around for a minute and a half. This highlights the importance of brevity in your explainer videos. Aim for 30-seconds if possible, especially for straightforward products. Extending up to 90-seconds can still be effective for more complex offerings.
Highlight Benefits Over Features
Remember that audiences are primarily interested in one thing when watching explainer videos: ‘What’s the value for me?’ Many businesses miss the mark by focusing too much on product features instead of benefits. The key is emphasizing how your product or service improves the viewer’s life or solves their problems. Ensure your video provides valuable information so viewers don’t feel like they’re wasting their time.
Prioritize Story Over Visuals
While high-quality visuals are essential in explainer videos, they are secondary to the story and message. Compelling videos can have simple visuals as long as they support the narrative and complement the voiceover. The focus should be on illustrating the story, not on creating overly complex or distracting visuals. Excessive detail and effects can sometimes overshadow the core message.
Add Humor to Your Explainer Videos
Including humor in your explainer videos can be a powerful tool. Generally, people watch videos for two reasons: entertainment and information. Blending humor with informative content in your script can effectively engage your audience. The most impactful explainer videos combine essential information with catchy, attention-grabbing humor.
Include Call-to-Action in Your Video
A call-to-action (CTA) is crucial in your explainer video—it’s what helps push viewers down the funnel into becoming customers. After engaging and amusing them with your content, guiding them on what to do next is essential.
Always include a clear CTA at the end of your video. Phrases like ‘Download Now,’ ‘Visit Our Page,’ or ‘Check Now’ are direct and effective. Ensure your CTA is straightforward and unmistakable, guiding your audience to the next step in their journey with your brand.
Hire a Professional Voiceover Artist
The impact of a professional voiceover in explainer videos is often underestimated. A well-delivered voiceover can significantly enhance your video’s appeal, making it more engaging and clear. Unless you’re a trained voice actor, it’s usually best not to do the voiceover yourself. A professional can deliver your message more effectively, keeping the audience’s attention focused. Additionally, ensure the script for the voiceover is well-crafted to maximize the impact of their delivery.
Businesses increasingly turn to explainer videos, making communication more precise and learning more engaging. These videos are powerful tools for conveying ideas effectively and impactfully.
They can break down complex topics into memorable, easy-to-understand content, encouraging viewers to interact and respond. As technology progresses, the future of explainer videos looks bright, promising even more innovative ways to communicate and connect with audiences.