Marketers around the globe agree that content is king as you engage your audience, but not every marketer has acknowledged that It’s not enough anymore to just have text on a page to describe your offerings. We are seeing the growing trend of video being a priority for companies and brands alike, and this is not likely to change anytime soon. According to Content Marketing Institute and Unbounce, 60% of B2B and B2C marketers use video marketing.
So, as you reconsider your marketing strategy, and as you forge ahead with incorporating video in your plans, we challenge you to think about using the all-encompassing explainer video as an option for your next video.
An explainer video is a short, impactful marketing video to communicate the complexities of your business, service, or product. You can place your explainer video on landing pages, your website, social media, or even in email campaigns.
Types of Explainer Video
1. How-To Video. Your audience may need to see exactly how your product works. A how-to explainer video offers a clear, and short, step by step process on how to utilize your product or service in a way that will be beneficial to them.
2. Tell Your Story. Your audience wants to know who you are, why you exist, and what your brand will bring to their lives. Use an explainer video as a storytelling tool to express why your audience should choose you. It is best for a Founder, CEO, or marketing person who is passionate and connected to the brand’s story.
3. Animation or Motion Graphics. When you have a complex message to deliver, or you want to use data, or you just want to break up the visuals in your video by adding something engaging, both animation and motion graphics can be an option.
Benefits of An Explainer Video
An explainer video is your lead and conversion tool. Think of it as an opportunity to present your elevator pitch to an audience you may not ever have the opportunity to meet face-to-face. This is your chance to get your point across quickly, and to make the impression that will matter most to your bottom line.
With various types of explainer videos to choose from and unique elements to add to make your video your own, an explainer video is a reusable asset of information for your business.
How To Make An Explainer Video
1. Make a script.
Having a clear purpose and direction for your video will be all about taking the necessary time to connect with your team to create and write a script. This is the stage in which you tackle the issues, concerns, and questions your target audience needs for you to address. As you prepare to write a script, ask yourself:
- Who are you? What is your product or service?
- Who is your target audience?
- What problem are you solving for your target audience?
- What is your call to action?
- What do you want your audience to do after watching your explainer video?
- How can you simplify your message in a concrete and compelling way?
2. Make your video engaging.
Your explainer video needs to be compelling enough to encourage a viewer to watch it all the way through and be motivated to engage further. There are many ways to make a video engaging from the tone of your video, the talent you select, to the motion graphics you add. The goal is for you to deliver your message in a way that sticks.
3. Decide on music.
Music has the power to cause any given desired emotion so when selecting the music to add to your explainer video, remember your target audience, consider the message you want to get across and the tone of the video. Your music selection should be an added component that becomes the finishing touch on an already impactful video.
Tips to Consider When Making an Explainer Video
The tone – When carrying out the purpose of your explainer video, clearly determine the audience you are attempting to reach, and decide on the appealing tone that will attract them the most. Having a professional tone should always be the foundation, but should you incorporate some fun? Should your tone be uplifting, or should it induce another emotion? Whatever the direction, make sure your entire team and your video production partners are aware and agree on your chosen tone.
The length – We will never stop repeating this now, more obvious fact: Consumers need to be captivated immediately by your message. The length of your video matters a great deal. Once you captivate your audience, the content must convey information in a structured manner that is easy to follow and quickly digested. Videos should be no longer than 3 minutes, and in some cases should be even shorter!
The visuals – Many times, you will hear your visuals should be a secondary concern. We agree, to a certain point. The story or information conveyed absolutely needs to be the main priority for your explainer video, but visuals are what will differentiate you from competitors. Visuals have the potential to create a memorable moment. So we suggest you have a strong story first, then consult with your video production team to determine the best way to complement your explainer video with even stronger visuals and effects.
The promotion – Plan your promotional methods ahead of time. The process of creating is fun, but the promotional and marketing period is what will matter when getting your explainer video out to the public. Plan ahead. Where will you be placing your explainer video? On social media, emails, landing pages, on Facebook and Linkedin Groups? You have to determine the best places to display your explainer video to reach the people you so desire to impact.
Don’t forget to have fun! The video creation process is an opportunity to share your story, mission, product, service, or entire brand. Make it a fun experience.