Explainer videos are short, concise videos designed to explain an idea or system using animation. Through artwork, any concept can be presented in an engaging way and then easily understood. Political processes, scientific methodology, innovative business models, and everything in between can be brought to life through a well-made explainer video.
Hundreds of thousands of companies have commissioned them over the last decade to help deliver messages in an appealing way. Have you put marketing dollars toward an explainer video? If not, you should. Here are three reasons why.
Video is King
There are business owners out there who think the one effective thing they’re supposed to do to engage with their audience is upload a written blog to their site every so often. This is certainly better than doing nothing. But the fact is that video is THE most consumed type of content. Did you know YouTube gets more visitors in a day than Facebook? Today, video is king. It’s what people prefer. And if all you’re doing is creating written content and nothing else, you’re not doing what’s most effective.
When potential customers are visiting your site for the first time, there needs to be a quick video on your landing page explaining precisely what you want them to know. A 2015 Google poll showed that over half of internet users feel more comfortable with websites that have instructional video content. This is because video content helps to legitimize your company, in addition to effectively delivering your message. By the way, the same study showed that the probability of someone buying an online product goes way up if they watch a video about it first.
Nothing is More Effective
Explainer videos are fantastic at catching attention quickly and retaining it. A Forbes study last year concluding that 4 seconds is all you have to engage someone before they click away. This is why well over half of all sharing on social media is video. Why do explainer videos catch attention so well? Because animation is less predictable and more appealing than live footage which makes it more intriguing from the get-go.
Animated explainer videos also have an incredible charm about them. Using visual thinking and metaphors, topics come to life effortlessly in a fun and engaging way. People love them. Plain and simple.
But the real reason why you need an explainer video is because of the tremendous ROI. Companies who don’t employ video marketing grow more than 50% slower than those that do. A recent study from Adobe polled a large number of marketing professionals. Over half of them said that video has the best ROI compared to any other type of content they roll out.
There’s no reason why an explainer video wouldn’t help what you’re trying to accomplish. Especially if what you’re doing involves complicated process or new ideas. If that describes you, contact us and let’s talk.
We’ll Leave You With This
In the early days of Dropbox, their first huge boost came from an explainer video. Within a year of posting it, their revenue increased by over $50 million. Their user count increased by over 10 million. All directly traced to their decision to create and publish an animated explainer video. Sit on that for a while.read more
If you’re spending marketing dollars on video content, good job. When done right, video content achieves incredible ROI. But just having Ydraw create an awesome video for you and then setting it free on the internet would be unwise. You need to track what it’s doing. What kind of impact is it actually having on your sales? How can you use that data to influence future decisions inside your organization?
First of all, you need to track the conversation rate. How many people are taking the action you want them to after watching your video? If the percentage is lower than you expected, you’ll need to do some research. Maybe your call-to-action isn’t as compelling as it needs to be. Perhaps your target audience isn’t being found because you’re not using the right platform. These are only two of the who-knows-how-many reasons for your video’s performance. Dig in and get the data.
On the flip side, if the conversation rate from your video is good or better than good, find out why. Do research on what’s causing it to work so well so you can replicate those things in other areas of your marketing – including future videos.
Next, you need to measure engagement rates. Use analytics and software to get your answers. What percentage of viewers are watching the whole thing compared to how many are clicking away before it’s over? Is there a particular moment in the video that has the highest clickthrough rate? How many likes, shares, and subscribes is the video producing? Depending on your video host, there are many more helpful metrics you can track.
If your engagement rate is low, then you’ve got some figuring out to do. Video comment sections can be a helpful way to learn what people think about it. If there’s a pattern in the negative feedback, that should allow you to pinpoint some of the issues. Don’t be afraid to engage with customers directly and ask questions, whether via email or right there in the comments.
And, just like we mentioned above, if your engagement rate is awesome, do similar research to make sure that you understand what’s working. You’ll want to implement these practices in future marketing efforts.
Do your best not to be fooled by vanity metrics. What are vanity metrics? These are things like the number of comments, likes, and views a video is getting. The reason we say not to be fooled by them is that even though those things generate excitement for you, a lot of times they don’t correlate to increased sales.
We’re not saying that more views are always disconnected from sales. You’ll have way more conversion opportunities the more views you get. You may just need to do a little optimizing. Revisit how the video is placed on the page, the video’s size, and its thumbnail image. It’s common to do a lot of experimenting with these types of things to find out what generates the best results.
Don’t make the mistake of failing to monitor the impact of your marketing dollars. You’re wise to spend them on video content. But just because video content has a historically high ROI doesn’t mean you don’t need to monitor it. If you aren’t already, get in the habit of viewing the analytics behind your videos to maximize their impact. Don’t try and let the video do all the work. Lead and guide it to generate the most sales possible.read more
Animated videos work wonders for social media marketing.
How? First off, remember what the 5 goals of social media marketing are: (1) increase brand awareness, (2) enhance public relations, (3) build a community of advocates, (4) research and development, and (5) driving sales and leads.
Animated videos address each one of these goals perfectly.
1. How Do Animated Videos Increase Brand Awareness?
An engaging animated video with your brand’s colors and logo woven throughout sticks in people’s brains nicely. The video delivers an extra-potent dose of memorability where your brand is concerned. It’s much easier to remember a particular brand if it’s associated with fun visuals as opposed to a stand-alone logo on a landing page or an article full of text.
Using animated videos also sets you apart from the ocean of business Facebook pages that are constantly posting uninteresting company photos and updates. If you’ve got a compelling animated video that autoplays on a person’s feed, chances are they’re gonna watch it. This will make your brand more interesting than your competitors.
2. How Do Animated Videos Enhance Public Relations?
A high-quality animated video shows that you’re serious about delivering your message efficiently. It shows the public that you care about being understood. Even fun or silly videos add an element of legitimacy and professionalism to your brand.
Also, social media is where you find the most accurate info regarding how the public feels about your company. Browsing comments from a meme you shared off someone else’s page is fine. But when you have original, animated content, the percentage of positive feedback is higher. Animated videos leads the public to view your organization as stable and confident.
3. How Do Animated Videos Build A Community of Advocates?
When someone shares your video, a seed of loyalty is planted. That action proves it spoke to them to the point where they wanted others to experience what they did. Whether your animated video made them laugh, cry, or think, them sharing it is a sure bet that you’ve stuck in their brains. This is the first stage of brand loyalty.
Animation has a way of making people feel comfortable. Helping your audience feel comfortable with your business is an important step toward turning them into an advocate.
4. How Do Animated Videos Promote Research and Development?
One of the best things about using videos in social media marketing is how easily traceable they are. You can combine the analytic data of both Facebook and the video hosting platform for your benefit. This makes gathering data and putting it to future use so easy.
There’s also evidence suggesting that for businesses, short, animated videos receive more engagement than live action ones. This is because the nature of animation allows complex ideas to be more easily explained. More engagement means more data which leads to more refined processes.
Plus, they’re cheaper to produce than live action videos. This leaves you with more marketing dollars to make more videos or put toward further research and development.
5. How Do Animated Videos Drive Sales and Leads?
Animation is less likely to come across as intrusive marketing. This means that viewers are more likely to get hooked within the first few moments and watch the whole thing. This does wonders for conversion rates.
Why are they less intrusive? Because animated videos are fun, even when they’re talking shop. Being entertained and persuaded at the same time is an age-old marketing tool, and it’s all over social media. Animated videos exude an element of fun, making the purchase more appealing.
There’s also something nostalgic about animation, and nostalgia is huge in our culture right now. It’s a very effective marketing tool, and animation is a great way to tap into that.
If you feel like your social media marketing is lacking and you haven’t commissioned an animated video of some kind, we highly recommend you consider it. It’s worked wonders for our clients’ social media efforts. There’s no reason it won’t work for you.read more
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