Sometimes your business idea or concept needs to be distilled into a very simple explanation that people can easily understand. And while there are plenty of ways to do this, explainer videos are especially powerful in today’s digital world.
What is an Explainer Video?
An explainer video is basically a modern day elevator pitch in video form. It explains what your product or service does and why people should care. The best ones are concise, catchy, and make people pay attention. They not only explain the value you provide, but they also position your brand in a unique light.
As WordStream mentions, “These types of videos have become extremely popular – some sites boast of conversion rates increasing by as much as 144% after including an explainer video on their website.”
In addition to featuring them on websites, explainer videos work well on social media, advertisements, landing pages, and even as standalone YouTube videos. In fact, it’s this versatility that makes these videos so effective. They allow you to simplify complex concepts and create powerful content that sells without coming across as salesy.
Tips for Creating Effective Explainer Videos
No two explainer videos are identical. You can move in any number of directions. Having said that, the following tips will streamline the process and allow you to develop a high-quality video in less time and for less money.
1. Decide on a Style
There are a variety of different types of explainer videos. You’ll have to decide which style you want. There are live-action explainer videos where you have real people holding or using the physical product. (The classic Dollar Shave Club and PooPourri videos are good examples of this style.) Then there are animated explainer videos where you’re able to explain the product or service using creative graphics and designs. Finally, you have whiteboard explainer videos, where the concepts are drawn and erased on digital whiteboards.
Animated and whiteboard explainer videos, which often merge together, are definitely the most popular and cost-effective to produce. You can even outsource the entire thing to a company like Piehole.TV and never have to touch a thing.
2. Start With the End in Mind…
The best piece of advice is to begin with the end of the video in mind. Think about what your main takeaway or call-to-action is and then work backwards.
If the goal of the video is to get them to sign up for a free trial of your software, then the rest of your video needs to give them a reason to try it. If the goal is to make a quick sale, then the video needs to be emotional and integrate some element of urgency to get them to act right away.
3. …But Nail the Beginning
While you have to begin the planning process with the end of the video in mind, you have to absolutely ace the first three seconds. In fact, research shows that 65 percent of people who watch the first three seconds of a video will watch for at least 10 seconds, while nearly half will watch for 30 seconds. And if you can get someone hooked into the first 30 seconds, there’s a pretty good chance they’ll watch for the duration of the video.
There’s no room for long intros or drawn-out boilerplate-type content. Get to the good stuff immediately and people will be more likely to watch your video.
4. Use This Simple Script
Simplicity is at the heart of creating effective explainer videos. And if you want to make your videos effective, they must be digestible. This means stripping away all of the superfluous details and focusing on a four-part script:
- The problem
- The solution
- How the product works
- Call to action
That’s it! Start by highlighting the problem the customer has, present your product as the solution, explain how the product works, and then call them to take a specific action.
Create Your First Explainer Video
Creating an explainer video doesn’t have to be as difficult as you might think. It’s actually pretty straightforward. And if you work with professional explainer video makers, you can literally hand the project off and have it completed for you.
Test it out with your business and see what you think. You’ll be amazed by the versatility it gives you on the marketing and promotion side of your operations.