Meet Pete. He’s learning all about explainer videos!
Pete is learning how to make explainer videos, to help spread the word about his new app! He’s an entrepreneur who is building an app unlike anything ever released before. Because the app is the first of its kind, many potential customers won’t understand it. The benefits they would gain by employing his new program won’t be obvious to them. Animated explainer videos can help him explain to his potential client base, the advantages that his application bring into their workflow. Explainer videos make this easy.
By definition, a startup company, like Pete’s, is, for the most part, unknown to potential customers in the beginning. Show your customers the value of the service you are offering. Entice them to watch your explainer video. You can demonstrate for them, that while your service may be one that is not immediately obvious to your potential customers, it is a much-needed addition to their toolbox. You can explain your service, in a manner which makes your business more easily understood is by making explainer videos, which describes your service visually.
There are scientific reasons why an explainer video can help you expand your customer base. According to 3M Corporation, the fact that visual content is processed on the order of 60,000 times faster than simple text makes the impact of a video far greater than that of simple text. Also, your customers are over 50% more likely to keep in mind the information that is presented in a visual format. These videos often combine imagery, text, and music to help your potential customers understand what it is that you do, and why your service can solve their problem.
Posts with videos attract 300% more inbound links. If a post also contains images and lists, it can draw as much as 600% more traffic than simple text can do. 85% of internet users in the US view videos on the web. The most prevalent group are ages 25-34. Amazingly, adult-aged males spend almost 50% more time viewing videos than do females. (Sources: comScore and Nielsen)
According to the Cisco Visual Networking Index, 2015, by the year 2020, video traffic will make up 82% of all internet traffic. This is up from 70% in 2015. A study from Nielsen showed that 64% of respondents polled claimed that video content will be the driving force behind their marketing strategies, going forward. This same study from Nielsen also adds that 52% of consumers are willing to take action on an online video at least some of the time.
Axxon, in a report entitled Video in Content Marketing, seven out of ten people claimed a more positive opinion of brands after seeing engaging video content from them. With over 75% of people now circulating video content on social media sites, the reach of a great explainer video can be immense.
Explainer videos are short, usually around 60-180 seconds, but can be longer and try to pack all of your key information into that small timeframe. If what you have to say is longer, don’t give up the essence of it by packing it into a smaller format. If it is that important to say, then just say it. Conventions are great, most of the time, but when they fail, the unconventional approach can sometimes bring the most fantastic and effective results. On this point, go with your gut. It will lead you right. But, for the purpose of this article, we’re addressing the short-form video.
When you are planning your video, remember, it will prove to be the most important part of the process. Knowing what to include and what to leave on the cutting room floor is crucial when you only have one minute to get your point across. An entertaining explainer video can make the difference in whether a potential client will click on to your site, or keep on surfing.
Continue down for the 6 steps for Creating Your Own Explainer Videos
Brainstorm, Brainstorm, Brainstorm
Begin your process by first nailing down the “essential message” or central theme of the video. figure out what you believe will be the biggest draw for consumers, looking into your company. Will children be the focus of your service? Amusing animated characters would be perfect for a video whose purpose it is to draw in the “itty- bitties.”
Obviously, for adult services, or any service aimed at a specific segment of the consumer base, different themes or characters would be effective.Putting a substantial amount of serious thought and planning into your explainer video is the single most effective way to come up with a relevant, customer-grabbing video. Some important points to consider during your brainstorming session (best performed in the company of a colleague who understands your goals and the service you are attempting to demonstrate visually) are:
- Who is your potential client base?
- What is so special about your service?
- Describe your service process,
- What do you intend to achieve with the video?
- How do plan on implementing your objectives regarding the video?
2. Characters Count: Leverage Your Audience’s Emotions, Increase the Effectiveness of Your Explainer Videos
Emotion is a tremendously powerful driver of consumer decisions; or any other decision, for that matter. Video content has a way of evoking emotion that simple text can’t. When specific types of imagery are combined with particular styles of music the combination arouses emotions of empathy and even a feeling of “bonding” with your brand.
When considering the setting of your video and the characters, try to make them as identifiable with your target client base as possible. Cute, smile-inducing animated characters and humor are two seriously powerful emotional motivators. Both of these induce your body to release oxytocin, the “lovey-dovey” hormone. This facilitates a feeling of bonding between your customer and your brand.
If you form a bond between your potential consumer and your brand, a call to action is more likely to be answered. Another way to bring out emotion in your clients is to present a storyline with a very empathetic character. Any of you clients who have that sensibility, will empathize, identify with and “trust” the character, making them much less hesitant to answer your embedded call to action.
3. Choose Your Words Wisely – Keep It Simple
Sixty to ninety seconds is not a very long time to get your point across, so you have to be sure to pack those seconds with all of the information you are trying to convey to prospective customers. The script needs to be short and sweet, and simple. It is simply the most important part of your video.
The most effective placement of the intended message is within the first 30 seconds. In this way, clients get the message quickly, before they become distracted, or click away. You have to hook them right in the beginning. The characters should be speaking directly to the audience. This draws the viewer into the scenario and produces the aforementioned “bonding effect” which leads to brand loyalty.
Ideally, your script will follow a storyline, which is sympathetic and evokes an emotional response for your client. If you can help the client to identify with the character and their story, through the use of tone, humor, and even music, then you’ll be well on your way to gaining a new customer. With all of that being said, choose your words wisely.
Simplicity is key because you don’t want your message flying right over the heads of potential clients. Engage them by speaking directly to them, using “you” and “your.” When you think about it, you are attempting to foster trust in your client. So don’t talk over their heads and certainly don’t talk down to them. Talk to them about what they care about, and that is their problem.
Choose the most impactful, inspiring yet simple words that you can conjure up and create a little bit of magic. Tell them why your company cares about their problem and how you can fix it. It really helps if you mean it. Show them you really care, clients will be drawn to it. After all, in explainer video terms, it’s always best to “Keep it simple, smarty!”
4. The “Sweet Spot”
The “Sweet Spot” in your video, is the where you make your play. It’s when you tell the client “I can fix your problem.” A call to action is one of the most effective methods of getting a prospective client to convert. Guide them to your company, or they may get lost. Your call-to-action is the single most effective driver of leads, and ultimately sales. Ask them to trust you. Tell them how you can help. Tell them what they can do on their own to help themselves. This endears you to them even more and breeds the trust that is essential to a client/provider relationship.
Here a tiny dose of humor, perhaps in an unexpected and funny catch phrase, or a really funny punch line, will make your video unforgettable and when people smile, endorphins, which make them feel really good about what they’ve just seen, will help to cement their new-found fondness for your company. This is the moment in the video when you can just be you, making you memorable. Memorability is golden, in advertising.
5. A Little Well-Planned Music to Get Them “In the Mood”
The first consideration, when choosing your music, is the demographic that you are trying to appeal to. What type of music would appeal to that group? Music is another component that will help to produce emotion in the viewer. A catchy tune will stick in the viewer’s head, and when he’s ready to act, your company will come to mind.
Certain tones, in music, evoke emotional responses.
Finally, on this point, ensure that your music doesn’t overpower the video or the voiceover. Music, just like humor is best used in small and unassuming doses, for the most compelling effect.
6. If You Are Going to Do It, Do It Right
An explainer video is not just some cute foible to decorate your web page with. You must realize that it is an investment and not an expense. It has the potential to drive more business to you than almost any other type of advertising. Don’t skimp on the music, or the script. If you aren’t trained well enough to write an effective script, hire someone to do it for you.
Explainer video production is often best left to professionals, who know how to weave together the music and the storyline, as well as design characters that will appeal to the desired demographic. Commissioning a professionally-done explainer video is often the most prudent way forward.
A lot of thought must go into coordinating all of the elements that make explainer videos eye-catchers, as well as a client-catchers. Our professional designers know how to get your point across and work with you every step of the way to achieve your desired result. We always listen to the your ideas and do our best to bring them to life for you.
We can create explainer videos in several different formats, including:
- Explainer vector style
Our outrageously creative team can provide the script-writing, voice-over work, and they tailor-make images and HD-quality animations to fit your theme. These animations can include animated text effects, sounds, and even the perfect music to tie your video together. Professionally done explainer videos will bring a return on your investment, so it’s worth trusting it to the professionals.
So, there you have it. A bit of shared wisdom, from the professionals at Beagle in Motion. If you need an explainer video, whether animated explainer videos, whiteboard explainer videos and beyond, then reach out! You will receive professional and knowledgeable service, and a great video to boot. View our video gallery, and see the outstanding explainer videos the employees at Beagle in Motion work hard to create. It may help kick your creativity into gear if you are planning on going it alone. If not, we’re standing by, waiting to help you with all of your explainer video needs. Trust Beagle in Motion, and you won’t go wrong.
Our team is ready to work with you, and we offer outstanding customer service too, just ask any of our very happy customers!