Let’s say your business has released a new product and wants their audience to know all about it. Or your company is rebranding and they want to explain how and why.
Both instances could make use of content-rich marketing material like blogs and brochures, but these can lack the emotion and enthusiasm often needed to spark customer engagement. Great video production is a more trendy, professional and user-friendly way to convey content and convert consumers.
Aaaand, Action!
The Benefits of Explainer Videos
Here are just 5 benefits of explainer videos. Depending on your industry, offering and brand personality, there will likely be more.
1. They Encourage Decision Making
Explainer videos don’t just convey information, they gently guide the customer down the sales funnel, and they do it very efficiently. In a third of the time it would take a customer to read through the same content, your explainer video has already delivered the pitch.
More importantly, the video is able to set the tone. With text, a customer is much less likely to be swayed from their current emotional state. Video has the ability to shift moods and put the customer in the decision-making state of mind.
2. Videos Build Brand Recognition
Explainer videos are an excellent opportunity to reinforce your brand personality. This can be done in numerous ways: from using brand colors and brand tone to the style of edit or shooting approach. Consistency (combined with the right considerations) is the most effective way to achieve this.
3. Explainer Videos are Versatile
Explainer videos are effective on social media, dedicated landing pages and embedded in emails. A good explainer video can be trimmed down without losing its premise, either linking back to your website or the full-length video.
4. They Improve SEO Search Ranking
Videos are a tremendous tool for increasing a brand’s SEO search ranking. Use keywords in your video title, description and tags to supercharge your video SEO. If you can include subtitles, this can benefit your SEO ranking too.
5. They Can be Cost Effective
A simple video shot in-house or with the right video production specialists can pack a serious ROI punch. Your explainer video should be three things: informative, interesting and on-brand.
The Different Types of Explainer Videos
Live-action explainer videos
These involve real people, usually interacting with the product or service in question. They’re especially effective for people-focused services, like restaurants or delivery services.
Biggest pro: Easy to edit and update
Biggest con: Actors may require usage fees
Animated explainer videos
Animation is an excellent way to explain a product with no physical characteristics, like an app or software update.
Biggest pro: Animation is not bound by physical limitations
Biggest con: Difficult to update
How to Make an Explainer Video (+Best Practices)
Step 1: Write your script
Your script should explain what your product or service offers and why it’s valuable. Land your key message early.
Step 2: Shoot your video footage
For live-action, film on location. For animated videos, record any voiceovers.
Step 3: Edit your explainer video
Stay involved during editing to ensure the messaging and footage align perfectly.
Step 4: Include sound effects, voiceovers and CTA
Use carefully selected music, sound effects, and a clear call-to-action to enhance engagement.
Step 5: Measure your video performance
Monitor engagement metrics such as watch time, click-through rates and conversions.
Examples of Excellent Explainer Videos
1. Dollar Shave Club
Witty, irreverent and straight to the point, their explainer video became instantly iconic.
2. Slack
Slack created a self-aware, situational video that resonated with both new and existing users.
3. Creating a Brand TikTok Account: A Guide
A how-to video that provides brands with valuable insights while subtly promoting the creator’s services.
Using Explainer Videos in Your Marketing Strategy
Take inspiration from the three videos above (and the hundreds of others online) and create your own explainer video. This can be either a standalone video or a series giving your customers more insight into your brand and products.
For all things video and design, from explainer videos to customer testimonials, DolFinContent works with businesses to give them access to creative expertise and production capabilities.
Ready to create explainer videos that actually convert?
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