By Vikas Agrawal, co-founder at Infobrandz, an elite team of visual communication experts taking content marketing to the next level.
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All you have is two minutes to define your product or service regardless of its complexity. How do you go about it?
I recommend an explainer video, which is a short video that quickly and concisely introduces and explains a complex topic, concept or product to its viewers. It’s important to focus on creating a video that is both informative and entertaining while keeping the video fairly short to avoid losing viewers’ attention.
Characteristics Of A Great Explainer Video
Leaving aside the clear and obvious layers, there are a few key elements that are essential for any good explainer video:
• A clear and concise script
• A clear voice-over
• An understandable video caption
• Engaging visuals
• A catchy and memorable soundtrack
Also, as animation is often more engaging than live-action video, your viewers are more likely to pay attention and retain the information you’re trying to communicate.
The average user will not spend more than 20 seconds on your site if they’re not hooked. It would be best if you did something innovative to earn their precious attention; this is where explainer videos come in.
Plan The Script First
This is the most important step. Remember a few key things when planning your explainer video script:
• Keep it short and sweet. The shorter the video, the more likely people will watch it all the way through. Start with the problem. What is it that your product or service solves? Introduce the solution. Focus on how your product or service solves the problem.
• Use simple language. Avoid industry jargon or technical terms that people may not understand. Use visuals. A well-placed graphic or animation can help explain a concept more effectively than words alone.
• Keep the tone light. An explainer video should be informative without any clutter.
Admittedly, when you bombard people with chunks of statistical data or large paragraphs of text, you can quickly lose their interest. That means another closed tab or a skipped web page, which translates to a missed opportunity and, worse, a lost lead.
An explainer video is simple, convincing and precise. It tells a story in seconds, creates an experience and shows off what the product is all about in its simplest form.
Always Create Rich Visuals
Explainer videos work toward capturing people’s attention quickly and easily.
Creativity, coupled with visual brilliance, can do the trick here. There is a deep reason behind being creative or out of the box with your explainer video.
At least 62% of your visitors go directly to videos since it’s efficient and effective. At the same time, 88% of customers state that such videos significantly influence their purchasing decisions.
When an explainer video is well infused with great music, animation and information, it becomes not only interactive to customers but also captivating. Keep it short, though; the longer the video, the less likely it’ll keep your audience’s attention.
Benefits Of Using Explainer Videos
According to the market standards, where as only 11% of people finish reading entire blogs after landing on them, 73% of viewers finish watching explainer videos that have a length of two minutes.
Explainer videos allow potential customers to interact with your brand in less than two minutes. Nowadays, user attention is becoming thinner, so explainer videos can give your business a real shot at engaging potential customers, closing leads and driving revenue.
Here’s a deeper look at the magic that explainer videos can bring to the table for your brand.
Enhanced Search Visibility Of Your Products
According to Forrester, “any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index.”
Yes. Fifty times, and that’s incredible.
Tried, tested and proven to be accurate, well-articulated explainer videos can lead to excellent access, visibility to potential leads and success.
Founded in 2007, DropBox achieved awareness through explainer videos. As a startup, DropBox only had a landing page with the explainer videos and a download button.
Through the help of great animated explainer videos, the organization was able to create a viral video campaign that shot its SEO ranking higher, making it a competitive advantage over other competitors.
Within five years, the company grew from zero to approximately 100 million users. The organization has over a billion users raking in great profit to date.
Reinforce Enduring Content
An explainer video is an excellent additional resource that promotes your product and services to prospects.
It’s a support resource that takes a potential lead more into your product or service. Text, while somewhat effective on its own, makes it hard for a client to comprehend how the system will be of benefit. But when the client has the content in both text and explainer video hand in hand, it becomes an easier affair.
An explainer video is somewhat like a Facebook post but in a video format, meaning it can highlight the actual contents that would sell your product or service.
It may not necessarily bring in new prospects, but it can add tremendous value to your content strategy and boost your visibility.
Your Takeaway
Viewers love great and concise content that’s interactive and connects with what they are looking for in a minute or two. So, a well-designed explainer video can give your business a healthy chance at turning a good chunk of your audience into paying customers.
And you already know the marketing side of explainer videos. Overall, explainer videos are a very effective tool for modern marketing departments. Their ease in providing clients with more compelling and time-efficient information makes them a must-have tool in marketing.
