Photo credit: Courtesy of dollarshaveclub.com
Explaining the Benefits of Explainer Videos
Pitching the Power of Pictures
Explainer videos are a great investment for business and here are a few reasons why all companies should have one.
Marketing statistics prove that:
- Up to 85% of people are more likely to buy a product if they first saw an explainer video.
- People remember 10% of what they hear and up to 70% of what they see and hear.
- Given a choice, viewers will click on video over text to source information.
And let’s not forget the business executives:
- 75% of business executives watch videos on work related topics every week.
- 59% of senior executives say they prefer watching an informative video than reading text.
- 39% of executives say they have responded to the call to action on the video.
An explainer video can be an extremely effective elevator pitch – pre-prepared and packaged with pictures.
An explainer video serves multiple purposes. An explainer video can be posted on your website and social channels to improve reach and ranking; you can present it at meetings to add power to your presentation and you can send it to prospective clients as an engaging sales initiative. Newsletters are more likely to be opened when they entice readers with a video and social media posts offering video are shared most often. That’s a lot of mileage from one video!
Explainer videos can introduce companies, products, services, Kickstarter projects, or any application where you need to help your market understand your key points. For your online presence, video will improve your SEO, bounce rate and ranking.
So now we know the benefits, how do you make an effective explainer video that doesn’t get lost in the 4 billion videos that are viewed on You Tube alone.
1: – AIDA
Attention, Interest, Desire and Action. These are the four guiding principles of an effective advertisement and they work for explainer videos. Get their attention, peak their interest, identify a desire and ask for action.
2: The Standard
Most Explainer videos follow an effective formula. Identify problem – offer solution – back it up by proof and deliver a call to action. This works, but this alone does not a viral video make, where’s the action, the drama, the nostalgia, emotion, humor or even sex appeal? All those advertising techniques that make the great videos great!
3: Engage with honesty and humor
The Dollar Shave Club is a brilliant video: Why? Because the CEO (he really was the CEO) had great screen presence, Mike was actually a comedian, the script was written by comedians, and Alexandro really did pack the blades. Not all CEO’s are comedians, so what do you do if you don’t have creative talent to carry the video?
4: Connect with your consumer
Airbnb is another brilliant video: Why? Because it connects well with its target market and delivers the information in a simple format that offers viewers a desirable service. If the Dollar Shave Club attracts attention through humor and a bold approach, Airbnb scored video viral points on gaining the interest and desire of the audience.
5: Don’t have a unique product or comedian at hand – try emotion.
Emotion is the by far the most motivational technique used in advertising. Emotion backed by a logical conclusion is the number one factor in motivating viewers to take action. Coca Cola are kings in the advertising world and they use emotion in just about every campaign. Chipotle released an explainer video that doesn’t even need a script, it very effectively uses animation and emotion to help the Chipotle brand connect with the viewer.
6: Keep it simple
There is no need to be a brainiac or flex your lexicon of verbiage. To connect to your audience you need to speak to your audience in familiar language. The goal is to relate not intimidate.
7: Identify your key points
What are the main points you want your clients to know? Write them down in bullet points. Remember you only have 60 – 90 seconds that translates to about 150 – 200 words.
8: Tell a story with images
If you find it difficult to contain your message to 150 words use visuals to help tell your story. Animation can show your viewer key points. A green screen can add a range of visual examples to back up your story. Placing text on screen can reinforce the most important points or add extra information to strengthen your message. Use graphics on screen to show your viewers statistics, key words, or graphs and charts to help sell your story with impact.
9: Less is Best
The less you say the more people will remember.
10: People trust video
Why? Because everyone can see the quality of a video. It’s easy to assess how much time, effort and money was put into the making of a video, but with text and images it’s difficult to identify the credibility behind an online article. A quality video instills a sense of trust in the viewer.
If you google “explainer video” a wide range of commercials and videos will pop up – sure anything that explains is “technically” an explainer video, but in its purest from a true explainer video is more like this one we produced at Media Button or it could be like this video for Husqvarna, whatever suits your style, message and audience.