We are all racing to bring in new customers or clients. It seems to be a race to be the first, yell the loudest and push the hardest. But I argue that there is a better way to win the race. With the mounting evidence that visual content is crucial in driving both brand awareness and conversions, digital video is entering the forefront of many marketing strategies. But what type of video would work best for your needs?
Naturally, a plethora of video ideas float around the web and could be utilized to suit your marketing strategy. Today, I’m going to focus on a company explainer video to help drive new customers to your business and differentiate you from the competition. Industries having to market complicated products or services, such as healthcare, simply explaining what your company does is an important part of the conversion process. Relating to your audience and helping them understand how you solve for their situation is what an explainer video is all about.
Explainer videos are one type of many different types of videos that can be used, others include customer testimonials, product demonstration, educational and advertising videos.
What Is an Explainer Video?
The general purpose of an explainer video is simple: it explains what your business provides in a visual way. Using images and video instead of text, these videos aim to get across the core value proposition of your business in an engaging way.
How did Spotify explain its then-unusual concept of streaming music when it entered the U.S. market 4 years ago? With an explainer video, of course. The same goes for Groupon to Go, which managed to explain its new business segment in just 30 seconds. Even Google’s personal health company, Verily, launched with an explainer video. These cases easily introduced an innovative concept that would have taken quite a bit of (you guessed it) explaining in text.
Whether explaining something new in the marketplace or differentiating from the competition, an explainer video is perfect for this need.
Why Explainer Videos Matter
By helping your audience understand the nature and benefit of your business, these types of videos should be an important part of your marketing strategy. Consumers and business customers alike love seeing a visual representation of a product that helps them get a better idea of what your product or service is all about, how you provide it, and how you’re different from what they already know.
And the statistics bear out that fact. Work.com improved conversion rates by 20% simply by adding an explainer video about their management software to its homepage, while Dropbox achieved a 10% conversion rate increase. That’s because according to one study, 85% of people are more likely to buy a product once they see an accompanying video.
Add in the general advantages of including video in your marketing, such as increased SEO, higher attention, retention, and a more positive brand image, and you begin to see why explainer videos can be such a powerful tool.
Explainer videos are usually one of the first videos that a company should have.
3 Best Practices When Creating an Explainer Video
Of course, these and any other types of video can only be successful when executed correctly. Here are 3 tips to keep in mind when creating an explainer video:
1. Keep it short
Research suggests that you will lose no less than half of your audience if your video is longer than one minute. The less time you need to explain your product, the better. Don’t bore them, grab them, keep it on point and intrigue them enough to find out more.
2. Focus on need and differentiation
When creating any type of content, it’s tempting to go on tangents and begin to discuss everything you provide. For the purposes of your video, though, your focus should remain on the key points that your audience is interested in. And key points that differentiate from the competition.
3. Get creative
The key to a successful explainer video is keeping your audience’s attention throughout its duration. Some companies use fun and fast animation to accomplish that goal, others, such as Dollar Shave Club (I dare you not to not watch more than one), use live action sequences so ridiculous you just have to keep watching. The key is creativity: do something unexpected, and the chances of keeping your audience’s interest will increase greatly.
Does your company use explainer videos to help its marketing? If not, you may want to think about starting. To learn more about creating these types of videos to help your business, contact us today.
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