In an increasingly complicated world, an explainer video can simplify your marketing and boost sales.
Typically no more than five minutes in length (some marketing experts recommend 30 to 90 seconds), using an explainer video to present information about your business, products, and services can quickly and effectively explain what you offer, saving your prospects time and improving conversion rates. By providing viewers with a short but thorough overview of your business or product, you provide them value.
Here’s a great explainer video from Tonx, a coffee delivery service.
Because explainer videos are usually short, they help viewers retain information better than text or advertisements. A study by The Wharton School at the University of Pennsylvania showed that the average person retains 10 percent of what they hear but 50 percent of what they see. In fact, of all the text that is out there on the web, only about a quarter of it gets read.
So, customers who watch explainer videos are more likely to retain the information and tell others about what they’ve learned, creating valuable word of mouth marketing. According to a recent Video Rascal survey, 85 percent of people reported that they are more likely to buy a product after viewing an explainer video.
These short video clips can be delivered on a variety of platforms:
In the last several years, the importance of the explainer video has become more clear. Part of Google’s page-ranking algorithms takes into account the amount of time visitors spend on your website. When you engage viewers with a video, they will stay on your site longer, helping to increase your ranking on Google.
These short videos tend to be evergreen — that is, they have a long shelf life. So, unless your business is tied to rapidly moving events or you’re launching new products every month, it’s something you can recycle on social media and send out to prospects in e-newsletters.
One of the best things about explainer videos is they stand on their own. You can embed it in a blog post or post it on social media with little if any explanation of what it’s about.
You don’t necessarily want your explainer video to be a visual press release. Avoid using jargon and, instead, tell viewers what your product is and what it will do for them. But these videos can be a great way to position yourself as an authority in your industry.
Before you set out to make your explainer video, have a clear goal in mind. Don’t waste your viewers’ time. Each clip in your video should have a specific purpose. If you repeat information within your video, make sure you present it in a different way each time. Be clear and concise. Don’t try to tell your viewers everything there is to know about your company.