In today's fast-paced digital world, grabbing the attention of potential customers is more challenging than ever. With information overload and short attention spans, businesses must find creative ways to captivate their audience and effectively convey their message. One highly effective method with a winning track record is using explainer videos. These short, engaging videos have become a staple in marketing strategies across various industries.
This article will explore why explainer videos are so powerful, the best practices for creating them, and how they can take your marketing efforts to the next level.
What Exactly Are They?
Explainer videos are concise, visually appealing videos that aim to explain a product, service, or business idea in a clear and compelling way. They typically range from one to three minutes in length and are strategically placed on websites, landing pages, or social media platforms to capture the attention of potential customers.
Explainer videos simplify complex concepts and deliver key messages concisely and engagingly, making them an ideal tool for businesses looking to enhance communication and boost conversions.
The Benefits of Using Explainer Videos
Let’s explore some of the many ways that explainer videos can benefit your marketing strategy:
1. Enhanced Customer Understanding
One of the primary benefits of explainer videos is their ability to improve customer understanding. By presenting information in a visual and engaging format, these videos make it easier for viewers to grasp complex concepts and key features of a product or service.
Research shows that human brains process visual information faster and more efficiently than text. Explainer videos provide a clear and concise overview of your offering, ensuring that your audience understands the value proposition and benefits.
Check out this example of an explainer video we made for Verizon, giving a clear overview of a complex idea.
2. Increased Conversion Rates
Explainer videos have a significant impact on conversion rates. According to Wyzowl, after watching a brand's video, 84% of people have been convinced to make a purchase. These videos create a personal connection with viewers, building trust and establishing a positive perception of your brand.
By effectively communicating the benefits and value of your product or service, explainer videos can significantly influence the decision-making process. They can encourage your audience to take the desired action, whether signing up for a free trial, clicking for more information, or making a purchase.
3. Engaging and Shareable Content
In today's social media-driven era, shareability is key to expanding your audience and increasing brand awareness. Explainer videos are highly shareable content that can attract attention and generate organic exposure for your brand. When viewers find a video informative, entertaining, or inspiring, they are more likely to share it with their network, spreading your message to a broader audience.
The engaging nature of explainer videos also makes them practical for social media marketing campaigns, where attention-grabbing or emotionally stirring content is essential for cutting through the noise and capturing the interest of potential customers.
This explainer video, created with Onshore Outsourcing, is a great example of how a brief video can be packed with emotion and inspiration.
4. Improved SEO Performance
In addition to their direct impact on conversions, explainer videos can also boost your website's search engine optimization (SEO) performance. Google and most other search engines consider various factors when ranking websites. Video content is becoming an increasingly important element in that ranking.
By incorporating explainer videos on your webpage, you can increase the amount of visitor time spent on your site, decrease bounce rates, and improve engagement metrics – all of which contribute to higher search rankings. Additionally, videos are more likely to appear in search engine results pages (SERPs), providing additional visibility for your brand.
5. Content Retention
Research has shown that video is a highly effective medium for marketing, largely due to a person's innate ability to retain more information from visual content. As Helen Klein Ross, a reputable writer and creative director, accurately put it, "The less you say, the more likely people are to remember." An explainer video serves as a concise "hook" to pique interest and drive engagement. It is such an impactful tool because it is brief and to the point. In fact, the standard rule of thumb says a video should aim for a script length of about 150 words per minute. The longer a video runs, the less people will watch and retain it.
This short animated explainer video for Viewgol breaks down complex information into small, digestible, memorable bites, thereby fostering better retention.
6. Versatility and Adaptability
Another advantage of explainer videos is their versatility and adaptability. These videos can be used across various platforms and touchpoints in your marketing strategy. Whether on your website's homepage, in email campaigns, on social media platforms, or even during sales presentations, explainer videos can effectively communicate your message and align with your brand's voice and tone.
Additionally, explainer videos can be easily updated or repurposed to accommodate changes in your product offerings, target audience, or marketing objectives, allowing you to maximize their long-term value.
How To Make Explainer Videos Work For You
Now that we understand the benefits of explainer videos let's explore some best practices for creating effective and impactful videos:
1. Start with a Clear Script
The success of an explainer video relies on having a well-crafted script as its base. It should clearly outline the problem your product or service solves, how it addresses that problem, and why your solution is the best choice for the viewer. Ensure the script remains concise and focused while aligning with your brand's messaging.
2. Keep it Short, Make it Engaging
Attention spans are shorter than ever, so keeping your explainer videos brief and engaging is crucial. Aim for one to two minutes of video to effectively convey your message and maintain viewer interest. Use visually appealing graphics, animations, and storytelling techniques to captivate your audience and hold their attention throughout the video.
3. Focus on Benefits, Not Features
While it's essential to highlight the critical features of your product or service, remember that viewers are mainly interested in how it will benefit them. Emphasize the value proposition and demonstrate how your offering can solve their pain points or fulfill their needs. Use real-life examples, testimonials, or case studies to illustrate your product or service's positive impact on their lives or businesses.
4. Maintain Brand Consistency
Your explainer video should align with your brand's identity, tone of voice, and overall messaging. Use consistent design elements, colors, and fonts to ensure the video complements your existing branding efforts. This consistency helps viewers recognize and remember your brand, reinforcing its credibility and professionalism.
5. Grab Attention Where You Can
Recent research indicates that our attention span has decreased significantly in recent years. With this in mind, it is essential to incorporate visually engaging graphics or animations into explainer videos to grab the viewer's attention and keep them engaged. Use bold color choices to draw the viewer's eye and differentiate between topics. Always communicate short phrases or points quickly, as people tend to lose interest after a few minutes. By utilizing these tactics, explainer videos will more likely attract viewers and prevent their attention from wandering.
6. Incorporate a Strong Call to Action (CTA)
Every explainer video should include a compelling call to action (CTA) that prompts viewers to take the next step. Whether visiting your website, signing up for a free trial, or committing to buy, the desired action must be clear and easily accessible. Use persuasive language and create a feeling of urgency to encourage viewers to act immediately. An important tip is to ensure your CTA stays onscreen long enough for the viewer to digest it. A good rule of thumb is to have the voiceover artist speak your CTA and follow it with a paused visual screen to reiterate the CTA.
7. Utilize Professional Voiceover and Audio
High-quality audio is crucial for a compelling explainer video. Invest in professional voiceover talent to deliver your script with clarity, enthusiasm, and authenticity. Additionally, consider incorporating background music or sound effects to complement the tone and mood of your video, enhancing the overall viewing experience.
8. Optimize for SEO
To maximize the SEO benefits of your explainer video, optimize its title, description, and tags with relevant keywords. By doing this, search engines can better comprehend the video's content, which enhances visibility in search results. Additionally, consider embedding your video on relevant landing pages or blog posts to boost engagement and increase the average time spent on your website.
Check out this blog post for additional tips on optimizing your video content.
9. Test and Repeat
The process of creating an excellent explainer video involves multiple iterations. Test different video versions to determine what resonates best with your target audience. Analyze viewer engagement metrics, such as view duration and click-through rates, to identify areas needing improvement and decide how to optimize your video's performance.
10. Promote and Share
Once your explainer video is ready, remember to promote and share it across various channels. Embed it on your website's homepage, share it on social media platforms, include it in email campaigns, and consider leveraging paid advertising to reach a wider audience. Encourage viewers to share your video to increase its reach and amplify its impact.
11. Monitor and Measure Results
As with any marketing initiative, monitoring and measuring the results of your explainer video is essential. Track key performance indicators (KPIs), such as conversion rates, website traffic, and engagement metrics, to assess the video's effectiveness. Use this data to refine your video strategy and make informed decisions for future video production efforts.
To learn more about tracking video marketing metrics, read our article on The Power of KPIs!
Harness the Power
Explainer videos have become an integral part of effective marketing strategies. They offer a powerful, engaging way to communicate complex ideas and promote your products or services. Integrating these videos into your marketing strategies can increase customer comprehension, boost conversion rates, enhance SEO performance, and generate easily shareable content. Utilize best practices to create effective explainer videos that captivate your audience, drive action, and elevate your brand's visibility and impact. Remember to constantly analyze and optimize your videos based on data-driven insights, ensuring they deliver measurable results and contribute to your overall marketing success.
Frequently Asked Questions
What industries benefit most from explainer videos?
SaaS, healthcare, finance, and manufacturing all benefit from simplifying complex offerings. For example, Qventus used an animated explainer to clarify their AI-powered healthcare solution.
How long should an explainer video be for optimal engagement?
The sweet spot is 60–90 seconds. That’s usually enough to introduce the problem, your solution, and a clear CTA. For more tips, check out our Video Production Services Guide.
What’s the difference between 2D and 3D animation in explainer videos?
2D is more budget-friendly and ideal for abstract or conceptual storytelling. 3D adds realism and depth for technical products. Learn more in our article on 2D vs 3D Animation.
Can explainer videos support SEO and lead generation?
Yes, embedding them on landing pages increases time on site and conversion rates. For tips on video strategy tied to ROI, visit our blog on Video Marketing Value.
Are you ready to harness the power of explainer videos and take your marketing strategy to new heights? Create compelling videos with Levitate Media and unlock your brand's full potential! Contact us today to get started.
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