The decision to create Explainer Videos is a wonderful opportunity for every company or organization to put its marketing messages in order and to present a short, clear and precise marketing strategy.
An Explainer Video offers you the opportunity to present your strategy, your product, organizational advantages and benefits, and to explain to your target audience how your business provides a solution to an existing problem.
Over the years, your target audience has become less tolerant of long texts and purchased photos, and will not pause for longer than a number of seconds on your site, on your home page, or to scan electronic mail—if the subject is not presented in a short, engaging, and focused manner.
In many instances, preparing an effective and incisive video causes companies to return and update their internet sites, their published content, and their business documents, with the goal of maintaining unity on remaining marketing fronts.
Good video clips are 85% more effective than pages based on text or pictures in encouraging your target audienceto click and fill out contact forms and become your clients.
Creating an explainer video requires understanding the company-wide perspective, setting goals and targets for the video campaign, and keeping to a number of basic general rules that will aid you in producing business benefits from the video.
Here are seven tips for creating an effective explainer video:
1. Write a Short Script
An effective short explainer video should not exceed 90 seconds. In many instances, 60 seconds are enough to deliver the message. The main goal is to drive the target audience to watch the entire video and, of course, to reach the end where you will try to encourage the viewer to convert
Researches show that 50% of the audience stops watching videos after 60 seconds, and 60% stops after 120 seconds.
In specific cases, it is definitely possible to create longer videos; for example, in videos presenting a company image where the aim is increasing brand awareness without a specific call for action. In addition, in instruction videos meant for potential or existing customers, it’s quite legitimate to lengthen the videos according to the contents and the required instruction program.
2. Write a Perfect Script
This is your chance to tell your story in 150 words a minute. Write it well, in simple words and short sentences, so that it flows and is engaging.
90% of your target audience watches videos and points out that video clips assist them in decision-making about products or services.
Take into account that an effective video will appear in video channels, such as YouTube or Vimeo, will be distributed in blogs, on social networks, and will dwell in your company site and on your landing pages.
Videos will service you and provide enormous benefits for you for many years to come.
3. Tell an Interesting Story
Tell an interesting story around a subject or a central character in your video that the target audience will feel both empathy and a connection with.
There’s no point in going around things; there is no point in emphasizing fifteen advantages for the product or company. Focus on the user’s experience.
4. Focus on an Existing Problem
One of the most common and tested methods to get the attention of your target audience is to focus the first part of the video on a problem they have been struggling with. Decision makers, whether a business organization or a family, are searching for solutions and are open to learning about possible solutions for the problems or challenges they are facing.
We recommend to avoid beginning a video by focusing on the company’s history, with a list of its achievements or by listing its benefits.
A great example is from a Super Bowl clip, where Volkswagen presented a story that emphasized the Volkswagen car’s long-life credibility.
5. Present Solutions
After dedicating the first part of the video to elaborating on the problem your target audience might face, offer solutions.
In a focused manner, explain what your principle advantages are and how the product or service that you offer solves the problem experienced by your target audience.
We strongly recommend to invest a great deal of thought to what are the main advantages of your organization and to present them and only them within the framework of the video.
6. Call for Action
After presenting the problem and detailing how you can assist in solving the problem, always end the video clip with a call for action. Offer special promotions, free content, or a call number for further information. For example: “for additional information, contact…,” “fill in your email address and receive…,” “to set up a meeting with no commitment…,” etc.