How many times has it happened that you open up a website, and you like what you see initially. But then as you go through the website, all you see is black and white text all around and you even start reading for once. Soon, you realize that you are skimming through the text. After a few more moments, you find yourself just going through the bullet points. And then you realize that the content is not interesting enough, so you just close and move on. This has happened to all of us at some point of time or the other.
The Internet has evolved. It has changed what people want to see or what they would like to see. People barely read anymore and their attention spans are shorter than ever. Your customers and target audience are human beings. Consequently, their brains process images and graphics 60,000 times faster than plain text. Also, the eye is an extension of the brain, which means that even one look at an infographic can make your brand stick in the minds of your target customers.
So, the question arises, how does creating an explainer video benefit you?
1. Showcase your brand’s personality
Creating explainer videos is a great way to not only advertise yourself but also make sure that your brand’s name is spread across social media and beyond. They reflect your values and ethics, and are a great way to build and promote your brand to people across the world at a fraction of the cost of making real videos.
Moreover, explainer videos can act as valuable information resources to your own employees in the future. They can understand what your company’s products and services are all about and why it matters in the long term.
Here’s a list of a bunch of videos that promote mobile apps. You need to check out each of these videos to see how diverse the presentation of explainer videos can be. Each one of them perfectly represents the personality of the brand.
2. They explain things better and faster
Imagine that you have a product that involves a complicated process to make it work. You start explaining the process on paper and before you know it you have a good 20 page manual in your hand with difficult technical terms. What usually happens is that these manuals are discarded and people try to use the product by trial and error method. When the product fails to work, they blame the manufacturers and the company. Now, what if you create a simple two minute video where you demonstrate exactly how your product is supposed to be used and spare your audience the pain and trouble of going through a manual. Doesn’t that work for everyone?
Text can be tricky since there are so many ways people can interpret what they read. Explainer videos take the guess work out of explaining the usefulness and basic function of a product or service. When people see something, the possibility of that staying in people’s mind is more. They know exactly what is to be done and how it is to be done.
Here is a great example of how you can create a buy in for products or services that involve a complex sales process.
3. Better retention
People retain approximately 20% of what they read and 10% of what they hear. However, research shows that people remember about 80% of what they see and do. The most effective type of communication combines both visual and verbal elements, which is exactly why an explainer video can have such a dramatic impact.
This video does a brilliant job of explaining digital marketing to you, its far easier to grasp a subject such as this when you are watching a video rather than going through multiple pages of content written in bullet points.
4. Increased conversion rate
According to TMG, “Consumers who watch product videos are 85% more likely to buy products, compared to those who don’t.” Can you imagine the impact on your sales if 85% of the people on your website were more likely to buy? Adding to this Internet Retailer tells us that, “52% of viewers say that watching product videos makes them more confident in their online purchasing decisions.”
Videos are proven to increase conversion rates. Here’s a typical video that helps sales staff to enhance conversion when they reach out to prospects. Use them in emailers, put them on your landing pages or push them on social media, the choice is yours.
5. Better advertising
People are most active on social media. Videos are easy to share and can send lot of traffic to your website. If someone likes your product then there’s a good chance that they will share its explainer video with their friends. It’s way easier to share a video because you have a video you can upload on YouTube, Vimeo and more, that can easily be sent to anyone and viewed by thousands, and if you really strike the right chords, millions. You can also bring it with you to your meetings, conferences and more. You’ll never have to worry about messing up your pitch again. Check out this video.
6. They increase web traffic
Going “viral” is a term that has been around since the dawn of YouTube. A viral video is one that seemingly pops-up out of nowhere and gets a large viewing in a short amount of time. Unfortunately, there is no set formula for “going viral”, but quite a few products have gained popularity through viral videos, including some of the brands we know and love today. Since these videos are more shareable, they connect viewers to your website and thus, attract more traffic.
More than 500 million people have watched this video, says a lot…doesn’t it !
7. They attract more attention
If a picture is worth a thousand words then an explainer video could very well be worth a thousand sales. As explained above, people’s minds process images and graphics better than text.
Let me tell you the scary truth: people’s average attention span was of 12 seconds in 2000 and right now it’s just 8 seconds! I mean, an 8-second attention span isn’t just “easily distracted”; it’s literally lower than a goldfish’s.
Lucky for marketers, animated explainer videos are the most compelling and visually engaging pieces of content on the Internet. Explainer videos use the power of visual language to grab eyeballs and develop an entertaining story to make the viewer stay all the way through to the end like no other content, giving you 2 extra minutes instead of the average 8 seconds: that’s a 1500% boost right there!
Check out this video, how else do you think you can get people to give you a few minutes for a subject as boring as accounting.
8. They rank better on Google Search
A much larger emphasis is given to better converting videos on the search engine, and having an introductory video for your startup would help you on the SEO fronts too. A study from Forrester Research indicates that websites with videos are 50 times more likely to appear on first page of Google. Web is a visual medium and attention span of online surfers is shrinking. An explainer video on your website can actually decrease bounce rate. A high bounce rate is a clear indication that your website is not able to grab your visitor’s attention. An effective explainer video on your website can significantly reduce bounce rate and make your visitors spend more time on your website.
If your business is looking to increase conversion rates, an explainer video may be exactly the secret weapon you need.
Hope you find these points convincing enough.
What’s your experience with explainer videos? Have you seen them get good results, or do you have any questions about how they work? Feel free to share your thoughts with us in the comments section.