What is an Explainer Video?
So many new ideas and content are being generated every minute on the internet, it is essential to distinguish your message from all the others. Viewers would like to be informed in an entertaining way and by making use of an Explainer Video; you should accomplish exactly what the viewer wants. Recently, the Explainer Videos have become very popular among newly established firms and well established firms.
An Explainer Video is usually a short, under 2 minute, animated video that is tailored to your specific business or product, and is used to explain and introduce what your business or product is offering by using different casual, fun and informative slides containing colorful images and music. It should also explain what problem your product / service is trying to solve and why the viewer would want to make use of it.
Think of an Explainer Video as being similar to a 30 second sales pitch, it is the first impression you send out to the world about who and what your company is and what you can offer. These animated videos can be distributed before the product is finally formed or launched. The videos are used to arouse the viewer’s interest. While the video should be informative and clear, it should also not be too much time consuming, preferably the ideal timing should be not more than 56 seconds because that is the amount of time a new client spends browsing on a website.
Explainer videos should sum up what the viewer can expect from the product or service by means of demonstrating the impact it will have on the life of the viewer. An Explainer Video should ultimately be a visual marketing tool used by companies to fully explain who they are, what they are offering, and how the viewer will benefit. The Explainer Video will inevitably clarify the entire sales and marketing process in a minute or so, and will keep the viewer entertained at the same time. Now that you have learned what an Explainer Video is, let me explain why you should make use of it.
Why use an Explainer Video?
For now, let’s forget about the video. I want to talk about explanation. Often, these are short, animated videos with a specific goal: understanding. They consist of clear and concise language along with entertaining and useful visuals. The video format can serve as a near-perfect package for presenting ideas, products and services in a form that not only explains, but attracts attention. You have probably explained something recently: Why you like certain car or why you eat certain food. We all like explaining. We create and emphasize understanding as a normal part of our daily communication. So much so, that we never over think it.
Today, explainers have amazing opportunities. Not only is the world growing more complex, but new tools are transforming how we think about creating and sharing explanations. What starts in the written word can now be transformed into media. A trend that’s emerging in a big way is Explainer Videos and it has become increasingly popular over the last decade. The advantages of using them have outnumbered the advantages of using traditional text explanations and descriptions.
Visuals are the most basic form of communication, yet the most powerful. Your idea can immediately connect with and convince your audience to make a decision. It helps explain your idea better than any other form of online marketing. People don’t have time to read countless pages of text. A video says more in less time. With increasing use of mobile gadgets, videos are more convenient. It’s simple; videos are much more engaging and entertaining than just plain text and think of it this way; if a picture is worth a thousand words, then how much worth would a video be? Explainer videos are a platform for you to showcase what you can offer viewers, a chance to portray the bottom line to your potential clients. You will never get a better chance of leaving a lasting impact on people, making a fantastic first impression, than by making use of an Explainer Video.
Another fact to consider is that many internet users of modern age have access to high speed connections which allows and opens up the availability for vast amounts of content being made available. This also explains why users are not willing to stay on any page for too long, if users aren’t stimulated within the first 8 seconds of visiting your site, they will simply move on to something better.
Explainer videos just have that competitive advantage that you are looking for. Ever thought of wanting to advertise and see your product in the media? By making use of an Explainer Video will most certainly increase that chance by at least 20%. A simple example to illustrate this fact in three-fold: Reporters and publicists routinely sift through vast amounts of material that they might use in their publications; putting out an Explainer Video firstly will be advantageous in getting noticed because of the video format. Secondly, because it is less effort to watch an informative video than to read an article, reporters would more likely report on your company. Thirdly, the Explainer video wouldn’t need any interpretation or alteration from the reporter’s side otherwise viewers might get the wrong message.
An explainer Video is the easiest and most effective way to help people understand what you’re trying to say, because it combines visuals and sound that captivate your audience and gets them listening. An Explainer video is also a short summary of all the major benefits of making use if your product or service, it is an exciting way to portray your knowledge and skills and a sure way to keep your audience captivated all the way through, without having them to go through too much effort and wasting their time.
Time, another topic to consider, people nowadays simply don’t have enough time to spend on researching your product. There are just too many things to get done in one day. Unless you can “wow” potential clients in less than two minutes or already selling ice to Eskimo’s, you simply won’t win them over. Time is so precious and that is why people will not have theirs wasted. When you don’t have time to pick up a telephone directory and browse for your local Drycleaner, you pick up your smart phone and make use of a search browser to find what you are looking for.
Adding to that known fact is this; according to Google, 79% of Smart Phone owners do research on their phones before making a purchase. I know I do it frequently, so it makes sense that more and more people will perceive it as a norm. Best Buy is taking advantage of this trend by putting instructional explainer videos on their website to educate the shopper on various technological goods. Even non-tech companies will benefit from Explainer Videos.
People nowadays want effortless and instant everything. Like for instance, we are so used to fast food, drive through purchases, instant messaging, precooked microwaveable meals, online shopping, that we are spoiled with never having to wait too long for what we want. If I want to know what your product or service entails I want to learn it quick and instantly, I don’t want to go through any unnecessary effort to gain such knowledge and I won’t be forced to read long and boring articles. If it doesn’t stimulate my interest I will simply move on to something else. An explainer video on the other hand would make it so easy for me to gain insight of what you are trying to explain. I can effortlessly sit back, relax, and only watch a video that’s entertaining, humorous and informative. If I didn’t feel like my time was wasted, and I liked the video so much, I might consider staying on your website longer to find out more about your product / service. Also, the Explainer Video made it so easy for me to understand what was being marketed to me without me having to read fancy jargon or feeling like a complete idiot for not understanding.
Below is a link to an Explainer Video that explains what an Explainer Video is – for those of you who didn’t really read this section: (Because we are on the topic of using videos to explain content, so why should you actually spend so much time in reading this article, just saying!)
Advantages of using Explainer Videos
There are many advantages to using Explainer Videos, but I have summed up just a few that stood out:
It increases conversion rates – Because the videos are quick and easy to watch, clients are quicker in making decisions when deciding to purchase the product.
It increase sales Once people effectively understand your value proposition they can make an informed decision and become loyal customers.
It reaches a wider audience by posting your video on social networks – Social networks carry a large active audience and are the perfect platform for sharing informative videos.
It will communicate your idea effectively to investors – By making use of animated slide shows which are easy to follow and understand, investors have clear and concise image of what your are selling which allows them to see the bigger picture more effectively.
It increases product awareness – Having your video put out there , will trigger awareness because most browsers will generate links around they keywords listed in your video title. For example if your video is captioned “How to limit employee absenteeism” and users are browsing for “employee absenteeism”, search engines will most likely list your video on the first two pages of browsing results.
It will generate augmented Interest – More and more businesses are choosing to use social media platforms to spread the word about their businesses. They do this by using media such as images and videos to generate interest in their product.
It will improve your Google Search ranking – Statistically speaking, state websites don’t do well. Websites that contain endless pages of block text and images rank low in Google search, which means less exposure. This also scares away customers who want to quickly understand a product, and purchase it right then and there. In most cases, the average person takes less than a minute to make a purchasing decision. An Explainer Video will get their attention immediately.
Increase Web Traffic – Going “viral” is a term that has been around since the dawn of YouTube. A viral video is one that seemingly pops-up out of nowhere and gets a large viewing in a short amount of time. Unfortunately, there is no set formula for “going viral”, but quite a few products have gained popularity through viral videos, including some of the brands we know and love today.
It will Help Your Audience Retain Information – The average person retains only 10 percent of what they hear, but 50 percent of what they see according to a study conducted by Wharton Research Center. What does this mean for your business – an increase in word-of-mouth advertising? Word-of-mouth continues to be the main way that businesses attract customers. If the customer likes your product, they’ll share your video.
It will most definitely liven up your pitch – A paper pitch is…let’s face it—boring! Liven up your pitch by using an Explainer Video. PowerPoint slide shows and pamphlets with a bunch of words and charts don’t do much to engage your audience. However, a well produced explainer video with a solid script and engaging visuals can capture the attention of your audience immediately. Explainer videos are especially helpful if you have a complicated product or service.
It will grab the audience’s attention – You can only go so far with traditional web content. In a failed attempt to bring more interest to a product, some business owners cram loads of pictures, flashy animation, and colorful fonts on their web page, which does two things: Confuses the potential customer and slows down the load time of the web page.
Both of these results are total disasters for businesses. Why not take all of those cool ideas and have them played out in a video. It keeps the website looking clean, while providing enough material to engage a potential customer.
It is easily shareable – An explainer video doesn’t necessarily have to be confined to just YOUR site. In fact, free video hosting sites such as YouTube and Video have useful tools that allow you to upload your videos and use keywords to draw interest to them. The added bonus to using these sites is that they are Smart phone compatible, whereas your site may not be viewable on handsets. Videos are easily shareable, unlike text web pages. People are more likely to share and watch videos on the Internet than read text blocks on a website.
It will showcase your personality – The number one thing that makes a customer become a repeat customer is your personality. It is important that a customer can put a face to your name. This is especially the case for online businesses where the customer will have little, if any contact with you directly. It helps a person to gain a sense of trust in you and the products you sell if they can see you and create a ‘virtual’ connection.
Gaining popularity for your brand – Aside from boosting sales, and explaining your product successfully, there are so many more benefits to using an Explainer Video that we would need an Explainer Video to list them all. People all over the world create videos about everything from cause awareness to reviews, proving that videos are the most popular medium for people to share information and advertise.
Types of Explainer Videos
Okay so by now I trust that you know exactly what an Explainer Video is as well as the benefits of using them. There are also different types of Explainer Videos, let’s take a look at them (click on the link under each category to see a sample Explainer Video of each type:
Startup Explainer Videos – Every Start-up business needs an effective marketing strategy to get their name in the public eye and start getting clients. A well produced video is an effective tool to introduce your business to your target market. Placed on your website, it increases conversion rates since people are more inclined to watch a video that meddle through loads of text.
Product or Service Demonstrations – It is not easy trying to explain a complex and technical service. It takes a lot of skill to clearly communicate your idea so your customers can understand. Companies pay consultants thousands and even millions help them explain what they do. We are a new breed of storytellers that bring simplicity and effectiveness to your communication needs. What used to cost tons of cash and take months to achieve, can now be done at a fraction of the cost in less time.
Educational Explainer Videos – As kids we first learnt to communicate through gestures and visuals. Visual Communication is an effective medium in educating students, employees, managers or people in general. We need education but it can be boring at times. Our videos get people excited about learning again.
Storytelling Explainer Videos – We believe every business has a story to tell. The benefits you offer and what makes you unique needs to be explained clearly to convince people to buy from you. If you’re not clear about this aspect of your business you’ll always underperform even if you’re the best at what you do. We can help you tell your story in a practical and believable way.
Training Explainer Videos – A well-trained team is one of the most essential elements to the success of any organization. We can create training videos that are engaging and effective in equipping your team with the information they need. If your training video is boring, people won’t pay attention and will easily forget what’s being said. This can be a waste of valuable resources and time, as you will have to constantly train or replace your team.
Presentation Explainer Videos – To make a great presentation you need good communication skills. We all know how nerve-racking it is to stand in front of people to present you idea. We can take away the fear of making presentations by creating videos that can do the job for you. When you use a video you don’t even have to worry about making mistakes or fumbling your words.
Best Explainer Videos
I have chosen some of the best Explainer videos out there; most of them have great amounts of “hits” on You Tube. For me, a great Explainer Video should definitely contain some form of humor and be informative at the same time. A video that carries that “Wow” factor, it exposed some form of information to you that you have never known. A very good Explainer Video will be enjoyable to watch and will be watched right until the end of the video.
How to create an Explainer Video?
Take a complex idea, break it down to its barest essentials, reconstruct it and present it in the form of a short animated video. Videos should be designed to be short, engaging, fun and informative. Try to combine those four elements to ensure you get your audience’s attention, create interest in what you’re trying to say, and leave an implanted vision in their minds that lasts a long time.
One great thing about the video should be that they are embeddable. This means they can be shared across virtually all platforms on the Internet. You can place them on your website, on social networks like Facebook, YouTube or linked on Twitter. These are good networks that will help you share your idea with millions of people across the world.
Your ability to sell your idea is no longer limited to the traffic on your website but many other social networks out there that host millions of visitors per day. With an Explainer Video your potential to sell your idea will suddenly explode from being able to tell your small community or city to virtually every single person with access to the Internet.
Here follows 5 easy steps on how to create your very own Explainer Video:
Step 1: The Script
It is wise to write your Explainer Video script yourself, even if you do decide to hire a Productions Company. This way you will sell a piece of your mind and give your own take on what you are marketing. A platform to showcase your personality, and because you most probably know your target market the best, your own script would do the job best. Some best script writing practices are to keep it short (not more than 90seconds), having emphasized your key points in the first 30 seconds, speak in the 2nd person – using words like “you” and “your”, use a simple language, speak in a casual tone and always add a touch of humor.
Step 2: Voiceovers
Once your script is written, you will need a voice over. Choose a male or female voice based on the type of audience you are targeting. For example: if you are selling female sanitary products, stick to using a female voice. Remember to keep the tone casual and conversational.
Step 3: The Production
There are a lot of options to choose from when deciding on producing your video. A few to consider would be: Allowing a professional production company to produce it, make use of a Tutorial Series to walk you through the building of your video, make use of DIY filming on Iphone or hire a Freelancer with good experience and reviews.
Step 4: Music and Sound Effects
Depending on the type of product or service that you are marketing, you will need to choose what music you will compile as well as different type of sound effects to use. Best to outsource these clips from some of these listed websites or any other that you might come across:
MusOpen: Offering free music resources such as recordings, sheet music, etc.
Free Sound: A database of Creative Commons licensed audio samples and recordings.
YouTube: The king of video itself offers some free background music to use in video creations.
Audio Jungle: Royalty free audio files including loops, sound effects, and more.
Audacity: This free tool isn’t a source of audio files, but instead helps you create your own.
Step 5: Measure the performance of your Explainer Video
There are tools available on the Internet to assist you in measuring your video’s performance. Such tools include:
You Tube Insight, Nifty Custom Event Tracking, Sync Up Wistia and Google Analytics.
These tools will show you how many views you received, when and where viewers paused, how long the viewers watched your video.
Below is a link of a template design for an Explainer video: