How To Convince and Educate With An Explainer Video

How To Convince and Educate With An Explainer Video

Things are changing in the video industry and Ydraw is changing with it. We have a couple of new styles of explainer videos that are going to blow your mind. lol

Curtis and I (Jace) spend a lot of time thinking about and discussing new ways to tell our customer’s stories. All we care about are your results. We want your videos to be successful. Just the other day, we were sitting in Chipotle going over the traditional story telling script style. Is it still effective?

For those who don’t know, a traditional style script starts off with a powerful headline, identifies the problem, gives the solution, and ends with a strong call to action. This has been used for years and it does work, but we think there needs to be more.

Explainer Videos and Stories.

Whenever I speak at conferences I like to open up with a story. There is something about a good story that gets my presentation started off on the right foot. We are not using them enough. So let me show you ways you can incorporate a better story into your new explainer video.

Video 1: Upgrade to a Testimonial Video

When a future customer is listening to your message, they want to know what you can do for them. They are hoping that you can solve a problem they’re experiencing in their life. Whether that problem is a simple want or an immediate need.

To often clients go way overboard on the features of their product or service. Features tell, benefits sell. A video that focuses on features does not perform at the top of the funnel. Feature based videos should be used at the bottom when a future customer has already looked into you business.

Make sure you write that down some place. It will change your business…  🙂

We decided to ask the question…If we were going to make a purchase, what kind of video would we want to see?

It would need three things:

1. Prove the product or service can solve my problem
2. Be very convincing (social proof)
3. Have a story behind it

Obviously we have all seen video testimonials before. They work! But a lot of them are lacking creativity and forget to focus on the actual story.

So here is what we came up with.

Have an actual customer tell their story (video testimonial), create graphics and images that show the story, and wrap it all up with emotional music.

Check it out. This is Explainer Video number one.

Video 2: Educate With Power

We all get tired of boring educational videos. Unless they are creative, fun, and engaging.

Effective storytelling can be a great way to education an audience and persuade others to your point of view. A long lecture isn’t too convincing because they feel opinion-based. Which can be polarizing.

But a careful blending of rhetoric and facts woven into the right story can change minds.

We have done a couple of these styles of videos in the past, but we kind of took this educational explainer video to a whole new level.

If you’re in the market for a new explainer video that will persuade your audience the right way, then give us a call.

7 Reasons Whiteboard Storytelling Builds Business

7 Reasons Whiteboard Storytelling Builds Business

How Getting Your Audience Into a Story Can Increase Revenue

 

The weekend is almost here!

For most, weekends are times to relax and unwind from the day-to-day stresses that are part of a productive week. They are characterized by events, busier roads, packed restaurants, increased movie ticket sales and red box rentals.

One of the most popular activities is to sit in a cool dark theater and be consumed by actions on the big screen and surround sound.

What makes going to the movies so popular? Why do people line up, sometimes for hours, to sit and eat over-priced greasy food in a room full of strangers and spend about two hours watching something that is not real?

Because–everyone needs a break once in a while!

Taking a break is not only enjoyable but imperative to maintain a healthy life balance and mental state.

One of the best ways to take a break is to get lost in a story.

People are naturally drawn to stories because they provide a quick and easy temporary escape from pressing deadlines or situations.

Whiteboard storytelling is so attractive because it plays on the human tendency to pause and get wrapped up in a story.

Here are 7 reasons whiteboard storytelling can help you build your business.

 

1-Whiteboard Storytelling Gets Past the Infamous 9 Second Attention Span

How long is your attention span? Maybe a better question is, do you have a smart phone? Followed by “How long can you go without picking your smart phone up?”–be honest here.

I admit that unless I’m on a date with someone I really like, I will check or at least think about checking my iPhone at least every 45 minutes–and that’s only if I’m in the middle of something important like a work meeting or if I’m at a movie theater where I can subtly peek in my purse to see if something earth shattering has come across my tiny iPhone screen once or twice. Otherwise, it is conveniently at my side where I can be alerted the instant someone reaches out to me.

I think I can safely say I’m not alone in my iPhone dependence.

We live in a society where we are blessed to have access to almost any information we want in the palms of our hands. It’s a blessing but also a curse where we are constantly bombarded with so much, that we have become almost expert at weeding things out quickly.

In Jace Vernon’s article Today’s Double Down Audience he mentions that recent studies show online viewers have an attention span of 9 seconds! And that’s only if they come across something they find interesting enough to pause and actually take a real look.

Think about it. Think about how you scroll through your Facebook feed or Instagram, scanning what your thousands of friends find important at that particular moment and how you mechanically show your virtual approval with “likes”. Think about what goes through your head as you settle on a YouTube video to watch.

Now think about how you would react to a video set up as a story. Chances are you do pause.

Then you see a hand quickly drawing a concerned looking man and you wonder what he’s worried about. You watch intently as the hand draws a house on the screen..and then…FLAMES coming out of the house! OH NO!! You feel anxious for this poor cartoon man as you sit glued to the screen long enough to see that happily, in the end, the angst on his face is replaced with peace and satisfaction because ABCD Insurance had his home repaired without a hitch.

Your attention span went from 9 seconds to about 90 because you got involved in a story.

 

2-Stories Distract Us From Noise Around Us.

I just illustrated this point a little with the man and the burning house. Your focus was on learning the outcome of the firey disaster despite other things that are always in the background or just a click away. You were distracted from those distractions long enough to zero in on one story.

Author Jonathan Gottschall wrote, “The human mind is a wanderer by nature. The daydream is the mind’s default state.”

Stories help us focus on one thing and, in most cases, we enjoy it! The mind can still be in that “default state” and sometimes even learn something in the process when it is drawn into a Once Upon a Time kind of setting.

It’s human nature to appreciate being taken away from our distractions and escape into a story. Even a sad or frightening tale is enough to temporarily remove us from our current reality and give our brains a break from all the other noise that is constantly present.

 

3-The Brain Connects with Patterns, Pictures, and Stories

With so much information being thrown at us to process, the human brain copes by using past experiences to categorize things into little boxes that it can understand and relate to. One way it does this is by connecting patterns, pictures and stories to the new information provided.

In one of Ydraw’s favorite references, the book, Made to Stick, Chip and Dan Heath provide two different explanations of what a pomelo is on page 53 to illustrate how people use past experience to understand new information.

  • “Explanation 1: A pomelo is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart.”
  • “Explanation 2: A pomelo is basically a supersized grapefruit with a very thick and soft rind”

Chances are you’ve never tried a pomelo. Explanation 1 is very detailed, but “spicy-sweet” could describe anything from sweet and sour chicken to cinnamon bears to, what it is really similar to which is a grapefruit. With Explanation 2, you have a better idea of what to expect when you prepare to bite into a refreshing and tangy pomelo–because chances are very high that you’ve actually tried a grapefruit before.

With this example, you are able to take something you’re familiar with to better understand something you aren’t.

A primary goal of your whiteboard video is to get your audience to see themselves successfully utilizing your product or service.

Where on average, you have 30 seconds to 2 minutes to get your point across, you don’t have the luxury of putting in all the nitty gritty details necessary to do justice to what you are trying to promote.

Give your audience metaphors or situations they can relate to so you don’t have to recreate the wheel.

With whiteboard storytelling, you can portray a scenario general yet specific enough that your target audience can use past experiences to see and themselves in the story you present. Mission 1.. accomplished!

 

4-Stories Appeal to Senses and Emotions

Imagine a video like this:

  • Scene 1: A triangle tent is drawn and then a campfire next to it. Dark blue pops onto the screen around a bright yellow crescent moon and a couple stars. The soundtrack is crickets, the crackle of fire and distant singing to an out of tune guitar.
  • Scene 2: A griddle is drawn with two strips of bacon and two eggs sunny side up. The soundtrack is sizzling and popping and a faint sound of a brook in the background.

What did you experience when you read that?

Could you smell the bacon cooking and did it make your stomach growl? Could you smell the pine trees, crackling fire and taste marshmallow from the s’mores you consumed before curling up on the cold hard ground? Could you smell the nylon tent mixed with bug spray?

Did your heart lift and sink because your Grandpa John, may he rest in peace, loved to sing around the campfire and play his guitar that was never in tune? Did you feel the cool mountain air, the warmth of the rising sun and a rush of freedom that came from being away from the office for a few days?

My guess is, even just reading the scenes helped you experience some sort of flashback or emotion. I did while writing it! Though I just explained a fraction of a story, it is set up in a way where the mind can fill in the blanks with past memories and experience. The escape into a story already exists right there!

Storytelling in detail that appeals to the senses will almost always conjure some kind of emotion. Senses and emotion go hand in hand. For example, when I hear the song “Return to Pooh Corner” or smell Irish Spring soap I instantly get teary-eyed because those things trigger subconscious memories of my dad who died when I was young.

People buy into things that trigger the right emotions.

Narratives are everywhere–and as a marketer, that’s a very good thing–since narratives that appeal to the senses and emotions really do sell!

 

5-Storytelling Influences People’s Actions

In most cases, if someone stops on a video, they are curious about something in the description (so you better use the right key words and title–more on that another day). They are watching your video to help them make a decision, generally about putting their money and/or time into something new.

Reason 5 is a compact way of reminding you that when people hear stories that trigger emotions they will act one way or another whether it be clicking off your video or clicking the link under your video for more information.

Keep the story interesting enough that they will want to know more and ACT on your call to action.

 

6-Facts Tell Stories Sell

You’ve got seven seconds to sell your audience on watching more of your video. This is not the time to bog them down with facts–start with a story!

By now you should have an idea in mind of what kinds of characters and what your basic plot will be for your video.

You’re not even close to being done..

WHAT?! 

Seriously–you need more than one “story” in your video.

What I mean is that besides the main narrative, you also need sub-stories, like a line about how your business started. You definitely need testimonials from outsiders who briefly share their experiences with your company. Testimonials are like mini one liner autobiographies.

Don’t go overboard but definitely, add more for your audience to chew on with a mini “story” or two.

Save your bulleted facts for your website; let your stories sell you and your business.

 

7-People Like to Share Stories—So Why Not Your Video?

Finally, another primary goal is for your video to get watched..and get watched a lot!

People love to share stories, particularly if those stories make them smile, laugh, or shock them.

Where word of mouth is the most trusted form of advertising, make sure your video story is the caliber that your audience will want to spread the word about by sharing your video.

 

In closing, I just want to remind you that whiteboard storytelling can be fun! Stretch your brain and come up with relatable stories that will keep your audience captivated and give them a great and lasting impression of you and your company.

I just gave you the WHY of using whiteboard storytelling; check in next week for tips on HOW you do it!

Thank you for your time. I hope these 7 Reasons Whiteboard Storytelling Builds Business have given you something to think about as your business continues to grow!

 

Video Marketing Basics. Lets Start Simple!

Why you should definitely consider Video Marketing

As technology becomes more accessible, our means of marketing continues to evolve. Over the past decade we have seen a significant increase in video marketing efforts from brands both large and small. The reason people are so ecstatic about video marketing is because it works!

Not only has the costs of producing a video dropped significantly over the years, the means of promoting your video have become much more sophisticated, helping brands reach the right target audience much more quickly.

Below we’ll dive into the main reasons why you should definitely consider making space in your marketing budget for video, and some of the best ways to reach your ideal buyer in no time.

Get your Message to the Masses

They say that an image is worth a thousand words, however, video is estimated to be worth 1.8 million words according to Dr. James McQuivey. People are predominantly visual by nature, meaning that by implementing video you cater your marketing message to the masses.

While a striking image may captivate the attention of a person rather quickly, the moment you add motion to it, you significantly increase engagement and retention. This is why video marketing has seen a steady increase in use over the past few years.

People are waking up to the fact that in a world where everyone is bombarded with information on a consistent basis, it is important to be able to draw their attention away from the clutter and look at your message.

The Viral Potential

Video marketing done right can reach millions of viewers with a small budget. Above any other content format on the internet, video has the quickest potential to go viral. It’s much more memorable to share a video as opposed to a blog post. An image may impact people, however video captivates them and keeps them talking.

Facebook has shown to be one of the best video marketing platforms for viral video marketing. While YouTube is still the king of video on the internet, the advertising platform and precise targeting options within Facebook, allows you to put your brand video or product video in front of the eyes of a very precise demographic.

However, it is important to understand that both YouTube and Facebook are two different platforms that ultimately serve different purposes. On both platforms, videos can go viral and drive in heaps of traffic seemingly overnight.

Understanding Different Types of Video Marketing

Video is versatile and can be utilized in many different areas of your business. Whether you use video for promoting a product or your company, to facilitate customer engagement or simply to add value to your brand, there is no downside to using this marketing method.

Quick Ads – These ads are typically no longer than 30 seconds and most are even shorter. For the most part, this format is used on popular video platforms like YouTube. These are the videos that appear in between your video playlists that give you an option to “skip this ad” after five seconds. This means that if you are going to implement this strategy, you have to hook the viewer within five seconds. It’s a good way to break into relevant markets if you don’t have any followers or to push a time sensitive promotion.

Tutorials – These videos are typically longer in nature and can last up to 20 minutes. While you aren’t ‘selling a product’ directly, you provide value to the viewer by giving them insight into a product/service you might be promoting. Tutorials are also excellent for SEO as it keeps the viewer on your page meaning that the ‘on page time’ increases and bounce rates decrease.

Explainer Videos – These videos are typically no longer than 2 minutes. However, for the vast majority of these videos 90 seconds is the goal. These videos are dynamic as they could be used to introduce a brand or product and should establish a problem and solve it within the timeframe. Most brands implement these types of videos in their marketing campaigns.

Sales Videos – These videos can range anywhere between 5-10 minutes and are typically used on landing pages or squeeze pages. As opposed to explainer videos, these videos can go into greater detail about the product/service you are promoting and should have a clear call to action at the end. Sales Videos are designed to make it easier for your prospects to understand what it is you are selling.

Viral Videos – For the most part, viral videos are quite short. Similar to Explainer videos, this format typically is no longer than 2 minutes in length. However, the ideal timeframe you should be shooting for is roughly 30 seconds. The purpose of a viral video isn’t to sell but to drive in traffic. You optimize a CTA to drive people to your squeeze pages after the video has gone viral. In essence, these videos should contain a strong emotional link to your target demographic and your CTA should relate to the contents of the video.

What to Consider when Using Video for Your Brand

Your budget will change depending on what type of video you need. There are a few elements you need to consider when making a video:

  1. Script – This is the heart and guide of your video. Without a compelling script a video cannot be made. Depending on the writer you get, a script budget could range from anywhere between $50 USD – $100 USD. Scripts are presented in Audio-Visual format. (Two Column Format)
  2. Voice Over – Once the Script has been created, voice over is required. There is a great wealth of ‘voice talent’ online and the type of voice actor you require will influence your budget. These V.Os can range from $30 and upward depending on the experience and portfolio of the V.O artist.
  3. Production – Once you have the script and the voice over completed, you will commence with producing the video. Typically people use programs like After Effects or other video editing software. The format you chose for your video will influence the price. Don’t “skimp” out on the price–the quality of your video will have a direct impact on your conversions rates.
  4. Platform and Promotion – Once everything has been produced, you will need to load it on the appropriate channels and apply an advertisement budget to it. The price tag associated with this action is entirely up to you.

We hope this in-depth overview of video marketing provided you with the necessary tools to engage in video marketing for your brand. If you have any questions or doubts, be sure to get in touch with us today!

How Whiteboard Video Can Keep Your Business from Dying of Spring Fever

How Whiteboard Video Can Keep Your Business from Dying of Spring Fever

Does Your Business Really Slow Down during Summer or Are You Missing an Opportunity to Keep it Growing?

 

Ah, summer! The very word brings images of freedom and soaking up the sun at the beach or poolside. You can smell bar-b-que in the air and feel cool soft grass beneath your feet as you jump to grab a frisbee being thrown in your direction.

 

Spring has officially sprung and Spring Fever has once again become epidemic in places where winter is actually cold. CEOs and students alike can be prone to distracting thoughts of vacation and..getting…OUTSIDE!!

 

This is yet another time where having a really strong attention grabbing whiteboard video can get your audience thinking about you and your business again.

 

Spring Fever used to be deadly to a lot of businesses. Not so much nowadays. It doesn’t kill anymore; let me tell you why.

Clients Unintentionally Take You with Them Everywhere They Go

 

Thanks to mobile devices your business can be in front of millions of viewers faces at times where they aren’t completely immersed in work and/or school. They actually have time to pay attention. This particularly applies when they 1-work remotely or 2-go on vacation.

1-People Work Remotely

Technology has made it so people can work remotely, or, take work on vacation with them. They are able to focus on work without the distractions of daily life or the office buzz. It is just them and their laptop. You can take part of their undivided attention.

2- Vacating Your Life Completely on Vacation is almost IMPOSSIBLE!

 

Imagine a family going on vacation to the Florida Keys. How many times will they use their mobile devices during the trip?

 

A-Travel Time


Chances are there will be very little singing in the car and the alphabet game, if played at all, will be short lived. GPS will periodically chirp directions at the driver, interrupting his or her favorite Pandora station.

 

There will be either a movie going in the back seat or, you guessed it, everyone else will be playing on his or her phone or tablet. If they’re flying, once the airplane hits cruising altitude–guess what?

 

Long gone are the days when travel time meant being forced to come up with something creative to do while just sitting.

 

B-Meal and Leisure Times


It takes conscious effort to be present and detached from your cell phone in any situation. This family will likely have good interaction and conversation during meal and leisure times, but with conversation lulls and as family members wind down for the evening, cell phones will come out at least once or twice.

 

C-No Service and Cell Phone Free Zones


What will happen when they volunteer or are forced to surrender their beloved cell phones for hours on end to “unplug” in a cell phone free zone or an area without service?

 

SEPARATION ANXIETY!!

 

Imagine the relief on their faces as screens light up and the buzz of new text messages and emails announcing their existence are heard!

 

D-Vacation Documentation


Finally, while they are “vacating” their lives they will make sure to post selfies and pictures of the cool food they eat and the fun things they see and do on Instagram, Facebook and their YouTube channels.

 

How You Can Use Whiteboard Video During Spring Fever Season to Ignite More Interest in Your Business

 

Let’s face it–dependency on mobile devices is real and is not likely to go away any time soon! So why not utilize this state of the human condition in your marketing plan? It can be a great thing for your business when peoples’ noses are pointed phone-ward.

 

1-Use Instagram, Facebook and YouTube Ads

 

Remember Jace’s suggestions in his recent article

“What We Learned About Explainer Videos in 2015”?

This is a fantastic time to start putting them into practice if you haven’t already.

 

Let’s go back to our traveling family in the last section.

After a fun filled day of deep sea fishing, CEO Joe proudly posts a picture of he and Joe Jr. holding up the 11-foot swordfish they caught on Instagram and/or Facebook. CEO Joe, like most of the general population, will probably glance at his news-feed for at least a few seconds before or after posting, since, it’s really hard to enter the social media world without getting at least a glimpse of what’s going on there.

He will likely revisit and either add more posts or see what kind of popularity rating his post earned among his friends and followers. He might even post a video on his YouTube channel of the glorious moment when the swordfish was caught.

 

This is where a fun whiteboard video from your company could get noticed, watched and possibly even shared. After all, CEO Joe is on vacation and has leisure time to enjoy social media.

 

2-A New Season is a Great Time to Make an Online Announcement and/or Launch a New Video

 

People love “new” things and “news”. They will do a double take at something they haven’t seen before. If you’re planning on releasing a new product or bringing on new programs, aspects or talent, announcing it during a slower season could breathe extra life into your business.

 

Be strategic and make sure the timing is just right. Your announcement doesn’t even have to be earth shattering or company-changing; news is news and news turns heads.

 

New seasons can be a great time to consider launching or looking toward creating a new video–just to spice things up!

 

3-Use a Seasonal Topic to Bring Attention to Your Current Video(s).

 

Your customers need to know you’re there for them. This means bringing up topics they could be interested in, even if those topics aren’t directly related to what your business offers or sells.

 

One option is to blog or maybe even create a short newsletter with some helpful hints or healthy summer recipes. You could also post a picture of your amazing office softball team to help reinforce the human side of your business and connect them to you even more.

 

Regardless, make sure and link your video, old or new, to any form of online communication you put out there. It will get views and repeated views, and repetition is a good thing!

 

 

Become part of your audience’s leisure time with a fun distracting and informing whiteboard video that will make them smile.

 

Approached the right way, Spring Fever won’t kill your business; your whiteboard video really can light a fire under it and help keep it growing!

Thanks for reading How Whiteboard Video Can Keep Your Business from Dying of Spring Fever!

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

What We Learned About Explainer Videos In 2015

WOW! It’s been a busy 2 year years for Ydraw. We launched interactive videos, ypaint, #ygrams, 2.5D animation, live with animation, cardboard videos, and blackboard animation videos. We also improved our 2D and 3D styles.

In 2015, we focused on generating leads, traffic, and sales with explainer videos. Ydraw spent thousands on creating YouTube, Facebook, and Instagram ads. We wanted to create a simple system that would help our clients generate more traffic, leads, and sales with their videos.

Here are some things you should be doing in 2016 with your Explainer Video

Explainer Video Advertising Ideas Class 101

1. Instagram Ads

I want to show you some of our Instagram videos. We usually test our creations on our own company first and then push them out to our customers.

Here’s our 30 second Instagram ad we did for Ydraw. We took a video we already had and cut it down to 30 seconds. We can do the same for you.

It worked! Here’s a simple screenshot of the results. (note: we did run this over the holiday season which can get expensive. Costs have since come down.)

This simple ad has generated over 142 direct leads. The power of Instagram comes with the comments and sharing. I will discuss this more later.

Here are a couple more examples of Instagram video ads. Below them is a webinar I recorded a webinar that goes into more detail about Instagram ads.

Instagram Sponsored Ad Webinar

2. Facebook Ads

Just like Instagram ads you ought to be running Facebook video ads. Here’s why.

I have been running Facebook ads for years. So far the numbers have been great! The screenshot above is a simple ad I created 10 days ago.

Spend: $218.17
Leads: 31
Reach: 17,687

3. Youtube Ads

I am still in love with YouTube! If you’re not using YouTube for ranking and video ads, wake up…haha!

Please make it a priority in 2016.

Here is a fun YouTube Video we created for Global Goods. (It’s a StarWars theme)

There is so much more to come on this subject so stay tuned for more:

Explainer Video Advertising IDEAS..