If your business cannot define a unique selling proposition to set itself apart, then you’re not likely to hang around too long. For relatively two equal products or services, the business that can grab consumer attention and explain their product or service better is often the one that prevails in the marketplace. Explainer videos allow you to grab your audience’s attention through moving images, animation, text, voiceover and music. With an animated video, you can safely leave that PowerPoint presentation behind.
Explainer videos can be viewed as marketing tools used to explain a product, service or concept in a simple and straightforward manner. More often than not, explainer videos are developed using animation, dynamic text and other motion graphics.
Let’s face it, we’re all inundated with information these days. Customers are constantly navigating through slide decks, white papers and other complicated material to find a solution. An explainer video allows you to develop a presentation that gets to the heart of your company’s solution. A short, animated video can immediately answer your audience’s questions and alleviate their pain points.
Here’s a quick and savvy guide on how to make an animated explainer video:
- Write your script. An effective short explainer video should not exceed 90 seconds. In many instances, 60 seconds are enough to deliver the message. The main goal is to drive the target audience to watch the entire video and, of course, to reach the end where you will try to encourage the viewer to convert. Researches show that 50% of the audience stops watching videos after 60 seconds, and 60% stops after 120 seconds. In specific cases, it is definitely possible to create longer videos; for example, in videos presenting a company image where the aim is increasing brand awareness without a specific call for action. In addition, in instruction videos meant for potential or existing customers, it’s quite legitimate to lengthen the videos according to the contents and the required instruction program.
- Provide engagement in a story. Tell an interesting story around a subject or a central character in your video that the target audience will feel both empathy and a connection with. There’s no point in going around things; there is no point in emphasizing fifteen advantages for the product or company. Focus on the user’s experience.
- Tackle a problem. One of the most common and tested methods to get the attention of your target audience is to focus the first part of the video on a problem they have been struggling with. Decision makers, whether a business organization or a family, are searching for solutions and are open to learning about possible solutions for the problems or challenges they are facing. We recommend to avoid beginning a video by focusing on the company’s history, with a list of its achievements or by listing its benefits.
- Recommend solutions. After dedicating the first part of the video to elaborating on the problem your target audience might face, offer solutions. In a focused manner, explain what your principle advantages are and how the product or service that you offer solves the problem experienced by your target audience. We strongly recommend to invest a great deal of thought to what are the main advantages of your organization and to present them and only them within the framework of the video.
- Always end with a CTA. Yes, always end the video clip with a call for action. Offer special promotions, free content, or a call number for further information.
Ultimately, an explainer video should lead the customer to a purchasing decision or to more in-depth information. Use explainer videos to engage your audience and differentiate your company from the competition.