Imagine this: You’re launching a new product you’re really excited about and want people to get to know about it. You want to convince people that the product is the solution to their problems and you want to use an effective content marketing campaign to support this objective. How do you go about it?
Write a blog post?
Write a press release?
Blast subscribers with emails?
Share images on social media?
Create a social media or search engine ad?
Talk about it on your website or personal channels?
If you said YES to all of the above, you’re not wrong – you’re just not doing anything different. These strategies are being used by every small and large business out there – to the point that it has become noisy and people no longer care. So how do you gain the attention of your audience again? How do you avoid making it another boring campaign? Well, explainer videos may be the answer to your questions (and your woes). Here’s everything you need to know about explainer videos, why you need them and how you can go about it.
What is an Explainer Video?
A form of video that uses the help of animation, illustration and attractive visuals to explain concepts, product features, complex ideas, theories etc in an engaging and compelling manner. Some explainer videos are made for other purposes like “Non profits”, “Awareness”, “Governments”, so they are not selling anything in general which is why they are a highly popular form of video content for businesses and organizations.
Why Do I Need Explainer Videos?
We’ll let some statistics from Social Media Today answer this question:
49% faster revenue measured for companies using video compared to that of non-video users.
90% viewers say product videos are helpful in the decision process.
20% increase in conversion rates observed by companies using animated explainer videos.
It goes without saying that explainer videos are one of the most effective content format you can use to talk about your products and your business. The reach of video is far more than of a blog post and as people make a shift from reading to watching videos, they look forward to interesting & engaging content.
An explainer video done right can help the target audience understand your business within minutes. They don’t have to read long text, they don’t have to browse through lengthy landing pages or product descriptions to know about the product. Not only will you be able to retain audience attention (which is a BIG challenge these days), you can even get them to interact with your business. Video prompts more response, enhances sharing potential and evokes the interest of your target audience.
I’m Convinced. How Do I Start?
Great! So now that you know how important an explainer video is, you need to know how to go about it. Here’s what you need to do if you want to get ahead with explainer videos.
Make the Right Hire
A truly fantastic explainer video (Like the ones Kasra Design is producing) follows a great script crafted by a professional script writer. Once the script-writer creates a compelling script, it is passed on to a multimedia specialist – someone who has design, animation and video editing skills. With the script, the multimedia artist will create a storyboard that would include characters, objects and the scenario. You will also be needing a voice-over artist to bring the script to life because computer-generated audio options are disastrous for your video. People are highly put off by computer generated audio so if you want your video to be optimized for quality, always use a professional voice artist.
Hiring individuals is usually cheaper but very hectic and time consuming as they are not companies and you might not get a full commitment or top service resulting in poor quality videos. It’s always a better idea to hire a team of specialists who have the tools and resources to work on your project and deliver exceptional content.
ProTip: Explainer videos are best when there’s an element of fun and interactivity to it. A funny script can be good for your brand and may even get people to share the content (free publicity!). Ask your script-writer to be creative and witty with their script. Allow room for creativity.
Quality, Quality, Quality
We can’t stress this enough. Business owners often make the mistake of looking for cheap options and resort to using either amateur animators or online sloppy templates that are counter-productive. If you have to do it, do it right because it matters to your audience, it affects your brand and product sales. Why risk mediocre work to save up on a few bucks that would ultimately back-fire? A beautifully made explainer video has the potential to go viral, so the more you focus on quality, the better your results.
Take a look at some different styles of explainer videos commonly found on sites like Vimeo, Behance, Motionographer, Dribble etc. Also be very specific about the length of the video. Anything more than 3 minutes becomes a drag no matter how cool your concept. The ideal time frame is 2 minutes because people don’t even have the patience for 2 minute videos at times!
Always Keep Your Audience in Mind
Always think about the audience when you make a video. Why do they want to see it? Does the video represent their journey? More importantly, will this video evoke a response from them? These should be your primary concern when creating videos for the audience. Remember, you’re investing in a video not to talk about your product – you’re investing in it provide the audience with necessary information without boring them.
ProTip: Stories are one of the best ways to get your audience to follow a video. If your video has a character whose journey reflects that of your audience, your chances of being successful with video content is higher!
P.S Sponsored video ads has dramatically changed the landscape for video marketing. Unlike a few years ago, your video won’t be lost in oblivion on YouTube. Now with all social networks supporting video, you can bank on video ads to get you good revenue.
Although videos are in demand, they are no doubt expensive to create which is why companies and businesses often shy away from them. That being said, if you compare the cost of making one video to your yearly cost of marketing content, you’ll see that the former is cheaper and can deliver results faster. It’s super important to understand that video does not replace your other marketing efforts. It is an important addition that has been prove to deliver results. Therefore, for your next marketing budget, do allot the amount for making a couple of great explainer videos!