Explainer videos are an essential component of any savvy marketer's toolbox. They are:
- Break down complicated topics
- Engaging, often using animation
But just like any other marketing tool, explainer videos need to be appropriately planned; otherwise, it’s a waste of time and budget.
You might hire an explainer video company to create an explainer video with Disney-esque animation and storyline. But it doesn’t guarantee that the video will help you draw more people in and improve your online reputation.
So how can you create an explainer video that converts? Let’s dive into this quick 5 step guide.
What Makes an Explainer Video Convert?
Explainer videos are now accessible for businesses with shoestring budgets and large corporations. This short type of marketing video is nothing new for your potential clients. As they’ve seen many of them, they’ve become pickier – which means you need to step up your game when creating this type of video.
If just one second in, you already bore them, they’ll move on to other content. Your job here is to make your explainer videos stand out and pack a punch from the get-go.
A high-converting video doesn’t need 4K resolution or Marvel-inspired VFX. Intriguing messages and captivating visuals will usually do the trick. They not only grab the audience’s attention but also hold it until the end, convincing them to take action.
Also, just because it’s a type of marketing video, you don’t have to use it to brag about your business or tell how life-changing your products are. Blatant advertising like this can scare your audience away– remember that they’ve seen enough marketing messages every day.
When you make your explainer videos as a medium to tell a story instead of promoting a product, that’s where you make your audience feel comfortable with you and gain more confidence in building relationships with your business.
How to Craft High-Converting Explainer Videos
A well-crafted explainer video will boost your conversion rates and help you promote a positive online presence. While there are tons of best practices for creating great explainer videos on the internet, we’ve narrowed down the essentials you should consider when producing a high-converting explainer video.
Step 1: Set a Clear Goal
Every video marketing checklist, in general, starts with defining goals. And it's always best to set a specific purpose for your explainer video. This will help you develop a clear idea of what the result should look like.
Explainer videos you use on top of the funnel to grab audiences' attention should be different from those you use for engaging potential prospects (middle of the funnel) or converting leads into customers (bottom of the funnel).
For example, if you want to increase brand awareness or promote a new product line, you can include the brand's story in the video. Meanwhile, you can include social proof when you use an explainer video for the middle of the funnel.
Step 2: Keep Your Audience in Mind
You create explainer videos for your audience, so make it all about them. The key here is to put yourself in their shoes and understand what they want to see.
The people watching your video don’t care about your company. They only want to know how you can solve their problems. So start asking these questions:
- Who is my target audience?
- What are their needs and wants?
When you know your target audiences well, it will be easier to figure out the type of explainer video they want to see. Different audiences will also require a different approach to creating a compelling explainer video.
For example, if you're targeting baby boomers, you might want to use a more serious and formal tone in the video. On the other hand, if you're targeting millennials, you can be more creative with the visuals, make it more colorful, and use a more casual tone.
You can also perform competitor monitoring to understand who your competitors are targeting and how they interact with their target audiences. This will help you spot any gaps and provide your audiences with something that your competitors have not. That way, you have a competitive advantage and create unique selling points on your explainer videos.
Step 3: Keep It Under Two Minutes
The rule of thumb for creating an engaging and high-converting explainer video is to keep it under two minutes.
Many people think that they can include as much information as possible in one video, but that’s not the case. You want to make sure that you can deliver your message concisely and clearly without overwhelming your viewers.
Step 4: Don't Forget the CTA
Your explainer videos should always end with a call-to-action (CTA). This is a critical element in creating a high-converting video because it tells your viewers what they need to do next.
Without a CTA, your viewers will just watch the video and then move on to something else without taking action. Make sure to include a CTA that's relevant to your goals and can encourage your viewers to take the next step.
For example, if you want your viewers to visit your website, you can include a CTA that says, "Visit our website for more information." Alternatively, if you want them to sign up for your newsletter, you can include a CTA that says, "Sign up for our newsletter to get the latest updates."
Step 5: Cross-channel Placement
Now that you have your explainer video, it’s time to get it in front of as many people as possible. The best way to do this is by placing your video on multiple channels and platforms.
Start with your website and blog, then post it on social media sites like YouTube, Twitter, and LinkedIn. You can also include the video in email marketing campaigns and paid ads. The more people you can reach, the higher the chance of increasing your conversion rates.
An explainer video can be a powerful tool to increase conversion rates and increase customer loyalty, but only if it's done right. By following these simple steps, you can easily create an explainer video that converts and helps you achieve your goals. Below is a checklist for creating high-converting explainer videos: