In the fast-paced world of digital marketing, explainer videos have emerged as one of the most effective tools for communicating complex information in a digestible and engaging manner. As consumer attention spans have become increasingly fleeting with the rapid advancement and oversaturation of digital content, tools such as explainer videos can cut through the noise, boost engagement, and enhance conversion rates in a way that will capture the audience’s fleeting attention. Here’s why explainer videos are a powerhouse in digital marketing and how you can leverage them to elevate your brand.
What is an Explainer Video?
An explainer video is a short, engaging video that explains a company’s product or service in a simple, fast-paced, and memorable way, often using clear and concise language combined with appealing visuals that quickly grab the viewer’s attention. Typically ranging from 60 to 90 seconds, these videos are designed to explain complex products, services, or concepts in a manner that is digestible and entertaining for audiences.
Why Explainer Videos Work
- Increased Retention Rates: Compared to the 10% of information that viewers retain from reading a text, studies show audiences retain 95% of a message when they watch it in a video. Explainer videos capitalise on this by presenting information visually and audibly, which enhances message retention.
- Boosts Conversion Rates: Including an explainer video on your landing page can help to increase conversion rates by up to 80%. These videos help clarify the objective of your product or service and inspire more potential customers to make a purchase.
- Enhances SEO Strategy: Google loves videos, and having a video on your website can increase the chance of a front-page Google result by 53 times. Videos increase dwell time on your site, which is a positive signal to search engines that your site contains valuable content.
- Perfect for Sharing: Explainer videos are shareable. People are more likely to share videos than text pages, enhancing your reach. The most engaging explainers with the best concepts have the potential to go viral on social media platforms.
- Simplifies Complex Topics: For businesses that offer complex solutions, explainer videos can break down hard-to-understand concepts into digestible bites, making your product or service accessible to everyone.
Best Practices for Creating Compelling Explainer Videos
- Focus on the Script: The script is the heart of your explainer video. It should be simple, concise and focused on the needs of your audience, answering potential questions they might have.
- Keep It Short and Engaging: The most effective explainer videos are typically 60 to 90 seconds long. Keeping it short ensures you hold the attention of your viewers from start to finish.
- High-Quality Production: Invest in high-quality production values. Good graphics, professional voice-over, interesting music, purposeful lighting and a well-thought-out storyboard can make a significant difference in how your message is perceived.
- Strong Call to Action: Always end your video with a strong call to action. Tell your viewers exactly what you want them to do next, whether it’s visiting a website, signing up for a demo, making a purchase or contacting your service.
- Branding is Key: Make sure your video reflects your brand identity in a clear and positive manner. Consistent use of your logos, colour schemes, and strong, consistent brand voice keeps your business recognisable and in consumers’ minds.
Conclusion
Explainer videos are not just a trend; they are a powerful digital marketing tool that can significantly improve your online presence, enhance your audience’s understanding of your product or service, and increase your conversion rates. By effectively using explainer videos, you can transform complex information into engaging content that drives consumer attention to your brand.
Small Films are specialists in video content for FMCG brands. We’ve created unforgettable films for the likes of Mallow & Marsh, Lucky Saint and Charlie Bighams and more. If you’d like to discuss your next video marketing project, then do get in touch with one of the team. We’d love to help
