Video: Must-have Marketing
As more people turn to video for their information, the explainer video has secured its place among essential marketing tools. The rise of video content is evident in the number of businesses incorporating it into their digital marketing strategies. Video content has grown in popularity. According to Wyzowl’s State of Video Marketing 2023, in 2016, just 61% of organizations included video in their marketing plan. That number has now risen to 91%. This is the highest point ever recorded since Wyzowl began keeping track of this data in 2016.
As a result, don’t ignore this powerful statistic: marketing across industries is more competitive than ever.
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What is an Explainer Video?
Explainer videos, simply put, are animated videos that communicate a company’s message in a short, concise way – with personality. Explainers can convey your message through creative storytelling, facilitating the use of visual metaphors to represent ideas that give the viewer a unique perspective on a story, product, or service. And the best part? Explainer videos can even put a smile on your client’s face. Now, that’s powerful marketing.
Creating explainer videos can significantly enhance search engine rankings, as platforms like Google favor websites that incorporate video content.
Benefits of Explainer Videos
Explainer videos unlock a wealth of opportunities for businesses and organizations. Imagine introducing your product, service, or idea to your audience in a way that’s both captivating and easy to understand. That’s the power of explainer videos—they transform complex concepts into digestible, memorable stories that stick with your viewers.
But the magic doesn’t stop there. Explainer videos are perfect for showcasing your products or services, delivering key information, and establishing trust and credibility with potential customers. Think of them as your digital handshake—setting the stage for a strong first impression.
And there’s more. These videos can give your SEO a serious boost, drawing more traffic to your website and increasing visibility. When it comes to conversions, a thoughtfully crafted explainer video can be the game-changer that turns curiosity into loyalty. Simply put, explainer videos are a marketing powerhouse—a tool that combines creativity and strategy to drive meaningful results.
Ideas Limited Only By Imagination
Unlike live shoots, explainer videos can take place anywhere – from Mars to your tech campus, without needing a crew present. Not only does this dramatically reduce cost and production time, but it also allows your world to get a lot bigger. Communicating complex ideas through eye-catching motion design and a clear, compelling script is a simple way to connect with your clients. An animated explainer video can effectively engage audiences through storytelling, captivating visuals, and a multi-sensory experience. This idea has actually been proven through research.
If You Want to Create an Emotional Impact, Video Beats Words
According to the article “Video vs Text: The Brain Perspective” by Psychology Today contributor Dr. Liraz Margalit, videos are processed by the brain 60,000 times faster than text. That’s a huge gap in processing speed. It’s the difference between riding your bike 20 miles and driving your car the same distance.
Given that the human brain can exert a lot less energy watching a video than reading an article, it’s safe to assume that people are going to choose video. By delivering an immersive experience to your customer, they can focus on the benefits of your product. Conversely, introducing a new product or idea through text can sometimes be confusing. This is especially true of new technology or highly technical products.
Dr. Margalit goes on to explain how video is better at producing emotion than words. In marketing terms, this makes video the golden goose. Pushing buttons is the fastest way to get people’s attention. If those buttons are happiness, curiosity, joy, excitement, and laughter, then you just hit the communication jackpot by presenting your message in an engaging manner.
Why Not Your Average Sales Pitch?
Because of the increased popularity of explainer videos, the explainer video company has become ubiquitous. With so many studios that offer turnkey solutions at a low price, it can be tough to separate the good from the bad. Since not all explainer video productions are created equal, let’s talk about what makes a great explainer video good. (And why it can be way more effective than your average talking-head video.)
First, a top-quality production company will always take your existing branding into consideration. This might mean creating all the assets for your animation from scratch using your branding guidelines to execute the overall aesthetic. Great motion artists can illustrate any idea from the absurd to the realistic. This might start with a hand-drawn illustration that will then be transcribed digitally. Alternatively, there are some options for graphics that can be appropriated and given a facelift to represent your brand. Generally, using third party graphics is a more affordable solution. Sound designers can then create an original score or work with an in-house library. The goal is to create an animation that speaks in your brand voice and is unique to your organization.
Either way, a pro-level outfit understands how to align your company’s branding with your video. The last thing you want is a low-quality video that cheapens your brand and raises questions in the minds of your audience.
How Explainer Videos Work
So, how do explainer videos work their magic? It’s all about the perfect blend of visuals, audio, and text to communicate your message effectively. Typically, these videos are short and sweet, ranging from 60 to 90 seconds. This ensures they are concise and engaging, capturing your audience’s attention without overstaying their welcome.
Explainer videos come in various styles, including animation, live-action, and motion graphics. Each style has its own unique charm and can be tailored to suit your specific needs. Whether you’re explaining a product or service, providing a tutorial, or introducing a new concept, explainer videos are designed to make your message clear and compelling.
Animated Explainer Videos Are Entertaining
Regardless of who your audience is, people love to be entertained. If your product is the best CMS in all the land, your customer – whether they’re doctors or CEOs, will pay more attention to an entertaining animated video than a sea of words. A well-produced script and great design usually beat a salesperson giving an elevator pitch video with some B-Roll mixed in. Don’t know what B-Roll is? Here’s a satirical video that describes what B-Roll is in a funny way. If not done right, people talking to the camera can be excruciatingly boring and provide no return on your marketing expenditure.
The key is to keep your message simple and focus on customer benefits. After that, you can decide how you want to tell your story. At Mighty Fine Production Company, we begin by identifying your goals via a creative brief and then we have our writers craft exceptional scripts.
90 Second Explainer Videos – Keep it Short and Sweet
In most cases, you will need to say everything in less than two minutes, so identifying your main selling points is essential. Most explainer videos fall into the 60- to 90-second range. They’re short enough to keep someone’s attention, but long enough to introduce your product. (And make a lasting first impression.) From our research, this is the sweet spot – so, the shorter the better!
Our copywriters can clarify your message as succinctly as possible, explain your core services and express your unique selling points, without losing your viewer’s interest. We’ve worked with a broad spectrum of clients; some like to be a part of the brainstorming process, while others are hands-off. We’re here to work with you and have tools to guide this process along.
Pure Imagination
Now for the fun part. Since explainers are made with Motion Graphics, the only restriction on what your audience will see is your imagination. That means if you want a tap-dancing unicorn to sell your gourmet jelly beans, then presto… a tap-dancing unicorn it is.
Of course, you can keep it professional – and super entertaining. With customized motion graphics that are unique to your brand, your audience will get constant visual changes that emphasize your product benefits.
How to Use an Explainer Video to Attract Customers
Investing in a solid explainer is one of the best marketing tools you can invest in. Not only will it help sell your product on your homepage, but you can leverage that explainer beyond the boundaries of your website and landing pages.
6 Places to Market Your Explainer Video
- Sales Emails: Instead of sending a sea of words, email your explainer video with a pithy headline. This is a great way to showcase your product or service without bombarding someone with a long pitch. Recipients are more likely to click on a video that is animated than one with a talking head.
- Social Media: Videos generate 1,200% more shares than text and images combined (WordStream), while Instagram Reels see 67% more engagement than standard videos (Aperture Communications). Tweets with videos get 10x more engagement than those without (Blogging Wizard). Integrating animated videos into your social media strategy boosts shareability, reach, and impact.
- YouTube: YouTube is a powerful video search engine, so why not add your incredible explainer video here? This is a cost-effective and straightforward method to expand your customer base.
- Blogs: If you’re publishing content on your company’s blog, embedding a video is an excellent way to engage readers and showcase what you do. Many businesses use their blog to share insights, updates, and industry expertise, but adding a link to your explainer video can elevate your content. It provides an opportunity to visually connect with your audience, explain your offerings more effectively, and drive traffic to other parts of your website.
- Website Homepage: In our experience, most visitors won’t take the time to read lengthy articles or blog posts—but they will watch a video. A well-placed video is a great way to show your audience that you value their time. Plus, video has been proven to increase both engagement and conversions, making it an essential tool for capturing attention and driving action
- Video Ads: Integrating video ads can significantly enhance customer journeys by providing engaging and informative content. These ads help potential buyers understand your products or services better, effectively guiding them through their decision-making process and fostering confidence in their purchasing choices.
Sharing and Repurposing Explainer Videos
One of the greatest strengths of explainer videos is their versatility. You can share them across various platforms, from social media to your website, and beyond. Imagine the impact of a captivating explainer video in your email marketing campaigns, sales presentations, or training sessions.
But why stop there? Repurpose your explainer videos into other formats like blog posts, infographics, and podcasts. This not only maximizes the value of your content but also ensures it reaches a wider audience. The possibilities are endless, so get creative and make the most of your explainer videos.
Measuring Success
Measuring the success of your explainer video is crucial to understanding its impact. Keep an eye on metrics like views, engagement, and conversion rates to gauge how well your video is performing. Additionally, track website traffic, lead generation, and sales to get a comprehensive view of its effectiveness.
By analyzing these metrics, you can refine your video marketing strategy and create even more effective explainer videos in the future. Remember, the goal is to continuously improve and adapt, ensuring your explainer videos deliver the best possible results for your business.
Ready to Get Started?
Mighty Fine makes it easy for you to create an explainer video. After we identify your unique selling points, we’ll translate them into an exciting script. Through motion graphics, professional voiceover talent, and gorgeous sound design, we’ll tell your story. If you’re ready to take your company to the next level of digital marketing, set up a free consultation today.
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