The job of justifying your explainer video marketing strategy with fruit-bearing results is not an easy one. Most marketers and entrepreneurs are of the opinion that explainer videos have the capacity of increasing conversion rates than any other form of content. With the feature of higher conversion rates and increasing market growth explainer video is ruling over the digital marketing platform.
What makes an explainer video different?
Explainer videos grab the attention of the audience: Have you ever carefully noticed the reaction of your friends or family members after watching a funny advertisement or a deep message in a video? The impact could be seen in the first few seconds when a viewer becomes so mesmerized that they remain glued till the end of the video. And that is the first and the most important feature of explainer video -the ability to grab the audience’s attention.
Explainer videos are easily memorable: People can retain animated explainer videos for a long time more than any written text. A good animated explainer video creates a space in the viewer’s mind and maintains a flow of audience engagement. This in turn creates an awareness amongst the viewers towards your brand and convinces them to purchase. The power of animation is beyond imagination!
A recent survey shows 96% of people have watched an explainer video to learn more about a product or service.
4 reasons why your explainer video marketing strategy isn’t working
An effective explainer video introduces a business, helps them engage with it, and conveys a clear and engaging message. And all of this is accomplished in just a few minutes or less!
BUT…
As terrific as it sounds, the irony is that not every explainer video can be considered “successful”. Why’s that?
A number of things, honestly! However, if identified during the early stage of production can spare plenty of time & efficacy.
So, to ensure that your explainer performs as intended, we’ve compiled a list of the most common blunders individuals make while establishing them.
Let…Set…GO!
#1 Wrong Execution
Heard of the idiom: You reap what you sow? Well…well, if the execution itself isn’t appropriate how can you expect fruit-bearing results?
Explainer video is an excellent tool to go about conveying your message with the target audience subtly fostering interest. However, they are not intended to be unduly “salesy.” Explainer videos are intended to revolve around an enticing story, related to the company’s product or services & how it can go about solving a problem.
In order to achieve so, be considerate of well-defined concepts & scripts that can captivate the audience as well as stand out from the crowd! The Audience just doesn’t watch the video but hopes to connect along.
Take a look at this 2d Motion Graphics Explainer Video for Urban Beds.
#2 Too lengthy
There’s a reason why animated explainer videos or any marketing videos are brief: audiences’ attention span falls short with each passing second. Successful explainer videos typically range between 30-second to 3-minutes.
The actual duration varies on several factors depending upon the products/services you sell, the complexity of the solution or even the target audiences’ demographics. For say, the younger audience would always go for short videos.
No matter how informative or engaging a video is, if stretched too long, it is bound to become boring, making the audience lose their interest. Incorporating too many features in the video is never a wise thing to do. Make sure you use only the main features and USP’s of your company and the video script, short & crispy.
Take this explainer video we made for the Health Tunnel. It starts with a clear outline of the benefits their app provides. Clear, short & informative!
#3 Lacks effective hook
As we mentioned earlier, the audience’s attention span falls short with each passing second. So with keeping the length in mind, be considerate to hook the audiences with the right graphic forcing them to stick a little long.
Check out this Zendesk explainer video. They certainly know how to use the right hook.
#4 Inaccurate target-audience
It’s no secret that empathy is the reason behind every successful animated explainer video. They cater to a specific problem for a specific set of struggling audiences.
From basic demographic information like gender, age, and their residence to more in-depth information like what they like, dislikes, & even the social platforms they prefer!
Remember: While catering your content, tailor your message in accordance to your target audience for more effective results.
But, no worries…!
Here are a few mind-blowing tips that will add the extra zing to your animated explainer video and skyrocket your business:
Make the audience your hero in the explainer video: For any animated explainer video, addressing the pain points of the target audience is a must. However, for a corporate video, highlighting the pain points at the beginning of the video is the best idea. Because in doing so, the targeted audience will immediately be able to identify the solution and are likely to opt for the services you want to provide.
The story: Telling a story is compulsory for every animated explainer video and it should be treated with top-priority, because the main idea is to get through the company’s USP’s. However, you must wisely customize your characters that are fun and at the same time relatable to the viewers, if at all you are planning on incorporating a storytelling approach. Plan a script that is highly engaging in terms of creativity but at the same time equally informative and useful.
Plan on the marketing of your explainer video: Launching your animated explainer video on a social media platform is extremely crucial and it needs strategic planning. For instance, YouTube is more suitable for a mixture of educational + promotional videos, while Facebook is appropriate for entertaining videos. Remember that even a well-made explainer video is incomplete without proper marketing. Poor promotion of your product will definitely lead to a decrease in your sales, that you cannot afford after all the hard work.
Keep a strong CTA for your explainer video: A strong & compelling call-to-action button in your animated explainer video can persuade your viewers to complete a conversion. Without a strong & preferable CTA, viewers are simply gonna watch the video, scroll, & leave without completing an action.
Include your explainer video in the mails: We’re sure you’ve already created a database for your email marketing campaigns. You’ve been sending newsletters and offers to your email list in the hopes of generating leads and driving conversions. But, have you considered connecting with an explainer video in the email?
Any email marketing expert will suggest including video in your emails which can help your email marketing campaign perform better.
Time to get started
We hope this taught you a thing or two as to how you should use animated explainer videos to promote your business.
By implementing the video marketing strategies outlined above, you will be able to successfully increase the performance of your explainer video while connecting with the target audience & enhancing brand recognition.
Remember that these explainer video marketing concepts are meant to serve as a foundation for your explainer video marketing strategy.
In order to effectively turn your prospects into clients/customers, you’ll have to build a strategy in accordance to videos.
