The use of explainer videos among businesses and brands has increased dramatically over the last few years. These days, pretty much everyone is using them to engage their audiences. In fact, 88% of businesses have at least one of them.
So what makes explainer videos special? And why are they proving so popular among businesses and brands?
If you’re involved in marketing or communications there a number of compelling reasons why you need an explainer video these days, which are outlined below:
The power of video
If you want to communicate with your audience, whether that be customers or colleagues, video can cut through the clutter and engage them. Video embodies all forms of communication - visual, audio and text. In fact, studies by WordStream show that fifty-nine percent of executives say that if they have the option of reading text or watching a video on the same topic, they are far more likely to choose video.
As a result of this, video is the most popular form of content. Youtube alone has over a billion users and is the 2nd most popular website in the world. Considering YouTube’s focus on video content, you can see how much people love watching video.
Video also inspires people to take action. Over sixty percent of consumers make a purchase after watching branded videos on social media.
Communicate your message effectively
Video is the most effective form of content marketing. This isn’t surprising, as scientists have found that our brains process visual information almost 60,000 times faster than text. Combine that with movement and audio, and you’re onto a winner. Several marketers have also reported that they have seen a forty-nine percent increase in the speed of their revenue growth as a result of using video.
Video can communicate a message in ways plain text and pictures simply can’t. Video stimulates both auditory and visual senses, allowing the viewer to process more information in a shorter amount of time. The combination of sound and imagery to back up that sound provides the viewer with more context and more understanding. This is especially useful in explainer videos, where you are trying to communicate complex ideas in a simple way. This is a great example of how explainer videos help businesses - they help you get your ideas to a place where anyone can understand them.
Video uses storytelling to influence and persuade an audience. By following a story which interests them, and relates to them, people create a deeper connection to the content they are watching. Explainer videos often use characters that reflect the audience to build this connection further.
This explainer below, for Western Power Distribution, shows how an animated explainer can be used to explain the complex subject of electricity to anyone.
Explain your proposition succinctly
Explainer videos exist to explain an idea, product or process in a short and succinct way.
Explainers are usually 90 seconds or less. The human attention span is less than 10 seconds, so the faster you draw the viewer in the better. Studies have also shown that viewers begin to drop off after 2 minutes of watching. Especially when it comes to explainer videos, you don’t want to overwhelm your viewer with tonnes of information in a long video. Just pick out the key details and messages you want to convey, and make something short but effective.
You can explain a message using video in far less time than other methods, such as text, thanks to the dual aspect of video content. The audio can be communicating an idea, and the images can be backing up that idea. Text can also be used to add further insight. Using just one of these elements won’t have as much impact and combining them into one useful explainer video.
Capture your audience’s attention
When a prospect reaches a website, it is important for a business to hook them in and find out more. Video captures your audience's attention quickly and can give them information faster than text. If you have an explainer video featured on your homepage, it gives them the opportunity to learn key information about you without needing to hunt through your website to find it. Explainer videos are the perfect way to do this.
Encouraging immediate action in the form of content consumption will help you to increase the time on site and reduce your website’s bounce rate. More time spent on your website will hopefully convert to more happy customers for you!
Bring your brand to life in motion
More often than not, explainer videos are produced using animation. This gives you the opportunity to really bring your brand to life. This is especially helpful if your business is focussed around something intangible, such as tiny products which cannot be filmed.
The best explainer videos are based on a business’s brand guidelines, using their colour palette and fonts to create a design style in keeping with all of the rest of the brand’s marketing and communications. This creates an instant connection to your brand. This is another great example of how explainer videos help businesses - people trust people, and explainer videos help build that bridge between you just being a company, and you being a big group of people who are passionate about what they do.
Being a Logistics company, Europa wanted a way to present what they do as a whole company, embodying their services and staff.
Increase conversion rates
If you are telling your brand story in an effective and targeted way then chances are, your audience is much more likely to convert. Explainers are great for this, as their whole purpose is to be effective and targeted.
According to various studies, 85% of people are more likely to buy a product once they see an accompanying explainer video.
Explainer videos often identify a problem that your audience faces. The video is intended to evoke empathy from the audience, and for them to connect with this problem. Then, you offer a solution. By building this trust and understanding from the start, the customer knows that you understand their needs and that you want to help them. Therefore, they are more likely to purchase from you as they can see how your product or service fits into their life.
Improve your SEO ranking
By having an explainer video on your website, you are likely to increase your SEO ranking, meaning more people will be checking out your website.
This is because a video encourages engagement from the viewer and therefore time on site. These are both good from Google’s perspective, as their algorithms can see that users are finding what they need on your website.
Explainers are becoming more and more popular, and it’s fairly obvious why! They can be used in nearly any type of business - the only limit is imagination. If you’ve been wondering about animated explainer video costs, keep in mind that explainers are an excellent investment for any company, and can really help your business grow and develop!
If you’re looking into getting your own explainer video, or you’re still wondering how explainer videos help businesses feel free to contact us at Skeleton for a chat. We’re more than happy to help with any questions you have about explainer videos or help you create one.
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