Did you know that explainer videos have already earned quite a following?
This is not surprising however.
Statistics show that customers who watch a brand’s explainer video are 85 percent more likely to patronize a product or service compared to those who don’t watch at all.
Explainer videos are bites of information about a product that help customers make an educated decision without going through all the trouble of scrolling through endless product feature sheets.
If you are considering adding an explainer video in your marketing arsenal, here are some of the key things you need to keep in mind:
Understand your target market.
When brainstorming the content of your explainer video, your target market should be one of your primary considerations.
- Their personality and characteristics
Proper and thorough understanding of your target market should be the primary guide when deciding on the overall tone of your explainer video.
For instance, it can help you decide if you will create a conservative video or a sophisticated one.
In addition, other important facets of video such as voice over, script, visual, and theme should be decided on based on your understanding of your target market.
- Their problem
For your explainer video to be truly effective, the bread and butter should revolve around the problem/s your product / service can solve.
In other words, ensure your video will be able to showcase the major pain points you will be resolving for them.
To help warrant your explainer video is not only phenomenal but also highly targeted, it would be a good idea to invest in the services of a competent video production company.
Keep your video straightforward.
Effective and powerful explainer videos do not only have a clear message and a defined goal.
They are also pretty straightforward.
As a general rule of thumb, do not make it complicated for your customers to know how amazing your product/service is.
Make it a point to get rid of fluff and focus instead on what you want your customers to take away from your explainer video.
To know if your video is simple and straight to the point, test if you can effectively describe it in two sentences or less.
Work with the right video production company.
Nowadays, it’s not common for marketing departments to have their very own in-house video team.
If you are in the same boat, one of your best options would be to outsource the production of your explainer video.
Before you pick the video production company you would want to work with, you need to ask yourself the following questions first:
- What production aspects will they complete?
Some video production companies will cover all the work—from conception until completion of the video.
Others on the other hand will only cover the video animation and will leave the rest to you.
If you will handle the conceptualization, it would be a good idea to come up with something that’s effective, simple, straightforward, and clearly conveys the message you would like to get across.
Beware of having too many people cover the conceptualization as too many ideas can end up hindering you from creating a video that is clear, powerful, and effective.
- Are the videos they produce more or less alike?
If you answer yes to this question, consider it wise to look someplace else!
In fact, this should be considered a major red flag.
Make no mistake about it, some video production companies tend to produce more or less similar videos for their clients.
At all times, make it a point to choose an agency that will create a bespoke video that is tailored for your brand so it will stand out and deliver your message loud and clear.
- Are the videos they produced engaging enough?
Visit a prospective agency’s site and watch some of the videos they have created.
Or if not, you can ask for sample videos they have created for other clients.
Are the videos engaging enough to catch and hold your attention?
Even if you are not one of the people targeted by the video, it would still be able to hold your attention if it’s engaging enough.
If you find yourself amused, entertained, and interested to know more about the product/service being offered, then wait no further.
Sign them up stat!
Make sure video time is optimized.
Many experts believe the ideal explainer video should be at least 60 to 120 seconds long.
Sure, it might seem like it’s not enough time to get your message across but consider this—your explainer video should serve as a teaser.
While it’s important to make sure your viewers clearly understand what you offer after watching, your video should also function as a hook that will encourage action later on.
In other words, you should make them want more.
In a nutshell, some of the primary components of powerful explainer videos include:
- The problem (show the pain points)
- The solution you can offer (in two sentences or less)
- How it works (explained simply)
- An effective call-to-action