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 on 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.
Why You Need An Explainer Video – Conclusion
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.
Businesses all have a story and it should be told.
When you tell your story people will relate to your product or service.
We are breaking it down on what types of stories you should be sharing with your customers in this weeks episode of Moron Monday.
If you missed last weeks episode, you can find it here.
Hey guys. What’s up? Jace over here at Ydraw.
Today we’re going to be talking about one of my favorite subjects. We’ve been trying to push this down companies throats for years now, and I just thought I’d sit down and break it down for you guys so you know why stories matter.
Here are six stories you should be telling your customers. We have another blog that has seven, but I put two together.
I’m going to go over these and then, at the end of this video, I’m going to show you guys what we did for Ydraw. We just created a simple video to show you step number one, a history of our business case.
So let’s run through these real quick.
Very first thing, every company should be talking about their history. They should be telling the stories of how their company got started. And that does matter.
Think about the story of Apple, we all know it.
Think about the story of Tesla, about SpaceX, about Facebook. Zuckerberg…young… didn’t know what he was doing, built a billion dollar company. We all get pulled into the stories, and majority of companies don’t tell their stories.
So it’s important that you go out there and tell them how you got started.
HOW YOUR PRODUCT/SERVICE WAS DISCOVERED
Next is how your product or service was discovered. What did you do to figure out your product or service?
Now, you can combine these a little bit, but people want to know….how did you discover your product or service?
And by doing that, what happens is, they’re like, hey, I was in that same guy’s shoes.
I was looking for the same solution to a problem. And if you tell people how your company came about or how the problem was discovered, then they’re more likely to buy into your business.
And remember, what all of this does is it gets multiple touches so people want to do business with you.
People do business with those who they like and trust. And all these stories get people to like and trust you so that they’ll give you money.
Back in 2011 explainer videos where the hot thing, everyone went out and got explainer videos because they were told that’s what they need, but they didn’t realize there was a bunch of other stuff that needs to go with it.
So they would have a great explainer video, stick it out on YouTube and hope they get business but it didn’t happen that way.
But a good explainer video is simple. You need to do a strong opening, a headline, problem, solution, and call to action.
That should be your formula because it just shows, here’s the problem, here’s how our product solves that problem, and then it gives them a call to action.
What Is Tone and Mood and Why Do They Matter to Your Video?
By Erica Schmidt Jabali
According to a Harvard professor, at least 95% of purchasing decisions are made subconsciously – or based on how we feel. We could be influenced by a brand’s commercial, their marketing, brand packaging, and more.
This means simply giving the facts and figures in your video isn’t enough – you have to strike an emotional chord with your target consumer in order to motivate them to act. (read more here)
This is one reason why we ask in our questionnaire and on our kick-off calls what tone and mood you want in your video.
And, we are usually met with crickets on the other end of the line.
Turns out, for those of us who haven’t been in high school English classes for a long time (okay, a really long time), we might need a little brushing up on our tone and mood skills.
Don’t worry – we got you.
So, sharpen your pencils and sit up straight – because your speed-round refresher course on Tone vs. Mood starts now:
Tone is the author’s attitude towards the subject. Remember when your mom used to say, “Don’t you take that tone with me!” Well, she wasn’t wrong – the tone we use in our speech is similar to the tone a piece of writing or voiceover in a video takes.
Here are some examples of videos that use a different tone:
In this video, the client wanted a confident, inspirational, educational tone:
Whereas in this video, the client asked for a relaxed, fun, beachy vibe, so our fan-favorite, chameleon of a voiceover talent, Dawson, actually used a surfer accent to achieve this goal
In this video, we wanted to replicate that infamous movie trailer voice to give it that movie trailer tone:
So, in short, tone is the inflections used by the voiceover in order to communicate how they feel about the subject.
Our VO talents are pros at taking a script and inferring the tone that it is trying to convey.
WHY THIS MATTERS:
You know your target customer better than anyone. You know what they like and don’t like. You know what their interests are, maybe their demographics, and even their buying patterns.
So, how do you think this person wants to be talked to?
Do they want that warm, motherly tone that says, “I’m here for you…”? It might end up sounding a little bit like this:
Do you want a fast-talking, witty, lightning speed commentary like this one?
The tone you choose for your video should be directly related to how your target consumer wants to be talked to.
So, when deciding the tone for your video, consider the following questions:
What prior marketing campaigns have been the most successful and what tone did they take?
What type of tone will your target consumer be most responsive to?
What tone will best represent your vision for your business and how you want to be perceived?
Try to think of three key words to describe this tone.
Excellent. Now that you have your tone figured out, let’s move on to mood:
This is how the viewer will feel after watching your video.
For example, this client focuses on food kits for emergencies:
How did this video make you feel? That’s the mood of the video.
Our goal was to create a feeling of urgency, to make you feel that you need this product in order to be prepared and protect your family.
You need to think about the mood because you want to have that target in mind when writing your video.
For example, if you want your viewer to feel emotionally moved and compelled to act, then you’ll want to write the video with that goal in mind – and anything that does not compliment this mission has to be cut.
Sometimes, it can be painful to make cuts or reduce a video script to get it to a certain time – but if you think about all of your choices through the lens of – what will make my target consumer feel [x, y, z] – then it becomes much easier.
Since we know that people make most of their purchasing decisions based on how the branding or marketing makes them feel- then selecting the most appropriate tone and mood for your video becomes imperative.
WRAP IT UP:
The tone is the author’s attitude in the video and the tone of the VO and the script writing will communicate this
The tone creates the mood that your viewer will feel
With most purchasing decision made based on emotions – how you make your viewer feel is very important
Consider your target tone and mood carefully when preparing for your kick-off call!
There you have it. Everything you needed to know about tone and mood.
We hope this helps as you prepare for the scripting process. We’re here to help and hope to make the process as easy on you as possible.
Please reach out with any questions. We can’t wait to work with you!
You’ve produced new video content, created a buzz, promoted the living crud out of it and shared it on social media but even optimizing the title and description still didn’t get you the views that you were hoping for.
What went wrong?
One of the biggest challenges facing anyone in marketing is figuring out how to break through the noise to reach your customers.
While great video content is crucial, perhaps there’s something simple you may have missed:
Captioning your videos can have a HUGE effect on how successful they are. This is true for movies, TV shows, social media videos, training content, and any other kind of video you might record or share.
Why are subtitles so important?
1) Not everyone watching your video can hear it.
2) Subtitles improve comprehension
3) Some people actually prefer watching videos with subtitles even if they don’t have to. (My teenage daughter is like this; I have to turn off the captions on Netflix every time after she watches something. Every. Dang. Time.)
4) Viewers are more engaged. As more people are producing high-quality video content, social networks like Facebook have made it easier to post and share videos on their platforms.
But do you know what’s the most annoying thing about scrolling through your Facebook or Instagram feed? When the air of silence is violently stabbed by the blaring audio from the video you just scrolled over! This is why social platforms have made ‘mute’ the default volume setting for videos that auto-play. As a result, many users are likely to watch your video without actually turning on the audio.
Captioning videos can help guarantee your viewers get the message, even if they don’t actually listen to what you have to say.
Beyond making your videos more accessible, captions keep your content competitive within the social media landscape and can even boost your SEO!
Everything you’d ever want to know about subtitles and eye tracking software can be found here.
Did I read that entire article?… um… no (totally skimmed it) but what I CAN affirm is that if I’m awake in bed next to a sleepy spouse, eating lunch in a crowded restaurant, riding the bus, quietly not paying attention in church or a number of other moments where I’d choose silence; a video with subtitles will capture and keep my attention when a non-captioned video would just get lost in the upward scroll of oblivion.
Test it out for yourself.
Take a marketing video you’ve already produce and slap some captions on it. (If you don’t have caption-slapping abilities… Ydraw can do that for ya in a jiffy!)
Then launch that video into social media cyberspace and see what happens when your watchers become readers.
So what are Motion Graphics and why should you use them? “Motion Graphics” is just a fancy term used to describe a mix between graphic design and animation. Most motion graphic videos you will see these days are purpose driven with the goal of presenting information to the viewer.
There are many reasons why you should choose to advertise or explain with Motion Graphics, the biggest reason being emotional response. Video creates an emotional connection with the person watching far quicker than any other content platform. Did you know that using video on your landing page could increase conversion rates by as much as 80%? Animated marketing videos in particular are a very useful tool to deliver your business idea in just a couple of seconds.
Another reason why Motion Graphics are the way to go is because it is perfect to explain a complex or abstract idea in a very simple, fast and compelling way. With an Internet attention span continuously decreasing this is a very valuable point to mention.
There are literally no limits when it comes to the creative aspect of Motion Graphics. You want a flying monkey in your video? Here’s a flying monkey. You want a man scuba diving off the coast of Bermuda with Great White Sharks? No problem the video can be created quickly and on a budget without the hassle of creating expensive sets and hiring film crews/actors.
Motion Graphics are extremely effective because we are all visual learners. People learn and understand much more efficiently when they are taught with the help of drawings, diagrams, charts and different designs.
If you are trying to determine how to create your next marketing video just remember, Motion Graphics is the way to go. There are literally no limits to what you can show with Motion Graphics. But more importantly, your audience will connect with the information or product you are presenting quickly and effectively.
Check out one our latest and greatest Motion Graphic videos below: