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What Makes a Successful Explainer Video for Your Business?

by codegrape / March 28, 2020

If you not already aware, an explainer video is a short online marketing video that should be used to simply, yet effectively, explain your brand’s product or service.

Having become increasingly popular in recent years, a top-quality explainer video can completely transform your business. In fact, sites can expect to see a massive surge in conversion rates after adding an explainer video to their website, with some converts boasting of an unbelievable 144% increase.

That being said, an explainer video is only effective if it is made correctly, with a poor-quality explainer having the ability to not only push potential customers away, but even exclude existing ones.

However, there are steps that you can take to ensure that your explainer video works well for you and your business.

Starting with . . .

Choosing the right type of explainer video

The first, and arguably most important choice that you need to make, is what type of explainer video you are going to create. Currently, the most popular choice is an animated explainer video, and here’s why:

  • Animated videos allow for more creativity and originality
  • Animation videos are easier to edit and change than real life characters
  • Animated videos are more cost efficient
  • Animations are ideal for explaining intangible products such as software

If you do decide that an animated explainer video is the right decision for you and your business, you may want to consider enlisting the help of a motion graphics London studio to ensure that your animations are as slick and engaging as possible.

Other options you may wish to consider for your explainer video include whiteboard explainer videos and live-action explainer videos.

Creating a solid script

Along with the graphics, the script is one of the most vital aspects of creating a stellar explainer video. As a rule, an explainer video should be no longer than 90 seconds and therefore, what you say is crucial. You do not want to waste a single second saying something that does not add value to the user experience.

Top tips for writing a great explainer video script include:

  • Get to the point, quickly!
  • Use simple language – no jargon
  • Focus on using words like “you” and “your”
  • Opt for a casual tone
  • If suitable, try and inject some humor
  • Always end with a call to action

Focusing on benefits, not features

Whether you are promoting a new product, an app or an online service, users want to know about what it can do for them, rather than the exact details and features of your product.

For example, you need to focus on how your product can actively help make their lives easier or provide a solution to their problems. As an explainer video is so short and sweet, you should avoid listing the characteristics of your product and instead, get to the point as soon as possible.

As a rule, you can’t go far wrong with the below format:

  • Address the problem
  • Introduce your solution
  • Explain briefly how your product/service works
  • Finish with a CTA

Not being afraid to have fun

Although it is important to get the basics right when it comes to creating an effective explainer video, it should also be seen as an opportunity to convey your personality as a brand.

Maybe you want to be a bit cheeky if that is what you are about, or perhaps you are keen to add an element of surprise and mystery to your brand? Whatever it is, if it directly correlates with your brand values and identity, then it cannot fail to resonate with your intended audience.  

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