They say a picture is worth a thousand words. Well, we say a video is worth a whole lot more. A beautifully designed and functional website can give people a good impression of your product, as can excellent copywriting and compelling client testimonials. Let’s say you already have all that, what next? Here’s a secret weapon we’re seeing more and more businesses use to increase conversion rates: the explainer video. Explainer videos are an excellent way to convey your business’s value proposition, connect with customers, and convert passersby or potential buyers to lifelong customers.
An explainer video is exactly what it sounds like – a video that explains your business. It’s a friendly and engaging way to bring your product to life and for your potential customers to learn why they should buy it, the equivalent of a service demonstration, if you will. And it’s no wonder the trend is catching on over the past few years. This is because it works. Thanks to their explainer videos, Dropbox, Crazy Egg, PooPourri, and many more, including our very own Sribu, have seen tremendous and rapid increase in sales and growth. And we are talking about an all-around increase in customer interest, engagement, and sales, much like the one we experienced with Sribu’s Explainer Video where we saw a prompt 30% increase in sales within the same month the video was launched!
Explainer videos are affordable, effective, and can wow consumers in ways other media fall short. Beyond product illustration, they have the power to showcase your and your brand’s personality, enabling potential customers to put a face to your name. And this allows for them to build a sense of trust in you and your business. If you’re curious, watch the videos here:
A video can tell a compelling story within seconds. And let’s face it, in this day and age, most of us want something quick and rewarding. We want something simple and accessible, and guess what? Our customers want the same thing! According to the US National Library of Medicine, the average attention span of a human being has dropped from 12 seconds in 2000 to 8 seconds in 2013, one second less than that of a goldfish! Few people will sit and read through pages and pages and blocks and blocks of text if they had the option to watch a video that will get them the information they need at the click of a button. According to a study conducted by Wharton Research Center, the average person retains only 10 percent of what they hear, but 50 percent of what they see. This is a definite case of “less is more.”
Speaking of visuals, before getting into the hows of the explainer video, you may consider a basic: creating or upgrading your business logo design. Find out how you can get hundreds of designs for one price at the click of a button on Sribu.
Step 1: It’s all about the script – keep it clear, direct, and concise.
When thinking of the explainer video for your business, first and foremost think of the script. The script will play the lead while the animation the supporting role. Keep the script short and direct. Get to the point. And fast. Put your message in the first 30 seconds of the video. This tells your audience what to pay attention to. Address a problem your potential customers may be facing, and tell them how your product is the solution. Finally, direct them to sign up or buy (e.g. sign up by clicking here!). The entirety of the video should be kept to a maximum of approximately 2 minutes, with roughly 120-150 words per minute. It’s essential to work with a good copywriter who understands well your product, brand, and audience, and can not only deliver your message, but also relay it in the appropriate tone that matches your brand, and most importantly, tell your story. Speak in second person, using words like “you” and “your” and use simple language so viewers won’t feel alienated hearing technical terms they don’t understand. For the Sribu explainer video, we commissioned Chléa Consulting.
Step 2: Find a voice-over – put a name to your face
A voice-over is an audio narration of your video delivers your message in a human way. Find an attractive voice you like to match the tone of your video, the way you would if you were conversing face-to-face with another person. Keep in mind whether you are going for friendly, formal, or something in between. Everybody has his or her own expertise. Even though you may consider getting someone you know (e.g. a staff member, friend, or family member) to do your voice-over, it’s always best to outsource the task to a professional. A tip: if your business is promoted to an international market, find a native speaker to speak the language (i.e. English) instead of a non-native speaker who, despite his or her fluency, may not deliver the credibility you want in the video. When your audience hears customers hear a speaker speak his or her native language, it makes a world of a difference and will most definitely improve the confidence level of your potential customers. For the Sribu explainer video, we used Voice Bunny.
Step 3: Find a video creator – let your product come to life
When it comes to video companies, there’s plenty to choose from. Your task is to find the one that matches your business needs. First, think of the type of video you think best showcases your product. Different types of video productions include animation, live action, whiteboard, typography, stop motion, screencast, infographic, music-only, testimonial, and many others. Once you have an idea of the type of motion pictures you are going for, select a pool of video companies whose portfolio showcases a considerable number of such videos. Remember that as every company brings in its own expertise, each video company may too specialize in a specific or several types of videos. Video companies who excel at creating animation videos may not be as experienced when it comes to producing live action videos, and vice versa. Again, it’s important to know what you want and need from the outset. Find a style that suits your product. Clearly conveying your needs helps the video creator design the right video for you.
Once you’ve made your choice on the video creator, set a plan for them entailing a general overview and details of what the video should contain, create a schedule with deadlines both parties can agree to, and ask them what they will need from you (i.e. logo, motto, mascot). These three things will help them proceed with the video creation more quickly. With Sribu’s Explainer Video, it took us about 1 month from the time we first met until the video is actually produced and broadcasted. Within the 1-month period, we regularly communicated with the video company to help guide them, coordinate scheduling, and to manage the project so deadlines are met and messages are delivered.
When you receive the finished product from the video creator, be meticulous and pay attention to detail. You may not like the first draft you get, so feel free to direct the creators, from your point of view, how the video can be improved. Remember, throughout this process, you remain the director of the video production because you are the one who knows your business the best. And even though the video creator has the expertise to create an excellent video, you are the one who knows what aspects of your business’s value proposition you want to highlight and showcase to your audience. Big video companies will charge big money for creating an explainer video, and may take several months. You can look into hiring freelancers through Sribulancer for an affordable rate and quicker results.
Explainer videos are useful in helping you keep track of the number of visitors to your site and their particular interests in your product by displaying the number of views on each video. They can be instrumental in converting visitors to actual customers. According to a recent survey by Video Rascal, 85% of people are likely to buy a product when they see an accompanying explainer video.
Explainer videos help to keep your customers on your website for longer, thus increasing traffic and reducing bounce rates (the rate at which users move away from your website). They also improve your SEO search rankings; 70% of the top 100 search listings include video. Additionally, explainer videos help in getting the word out about your product because videos are easy to share on Social Media Channels like Facebook and Twitter. It’s also worth mentioning that explainer videos can be repurposed for various uses like an investor pitch, email signature, and other marketing needs.
Bottom line: an explainer video, when executed appropriately and effectively, can do wonders to promote your product, increase customer interest and engagement, and boost sales in a significant way. And the time to make one is now. So start brainstorming, and let the action begin! Remember that the goal is to get your target audience to understand what your product does so it’s always good to get a second, third, fourth, fifth opinion on your video. Show your video to a person in your target audience and if he or she can tell you about your product, you’re probably in good shape. So if your business is looking to convert potential buyers to lifelong customers, an explainer video may be just the secret weapon you need!