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Category : Explainer Videos

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Why You Need an Explainer Video in 2015?

If you still haven’t figured out your marketing plan for 2015, let me tell you a bit about why having an explainer video will soon become imperative in the highly competitive market. There are at least 7 reasons why you should look into producing one for your company’s product or service.

  1. An explainer video grabs attention.

Attention spans have decreased significantly. In 2000 the average attention span was 12 seconds, and now it’s just 8 seconds. Which do you feel your potential customer would prefer, landing on a page with big ol’ chunks of text, or a page with a video that explains the solution to their problem? I might not be completely objective here, but I prefer watching a video. Which brings me to my next point.

  1. An explainer video keeps visitors on your website longer.

The amount of time 55% of people spend on a website is fewer than 15 seconds. That is not a lot of time to grab attention, don’t you agree? An entertaining explainer video can do that for you, and when it does, it keeps the visitor on the site longer.

  1. An explainer video converts visitors into customers.

When you are producing an explainer video, you are forced to simplify the information you want to present to your potential customers. This is why explainer videos are one of the best ways to clearly convey your business’s value proposition. If visitors have a clear understanding of your offer, they are more likely to convert into customers.


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  1. An explainer video is an excellent branding tool.

By definition, a branding tool is a technique that helps you build and refine your company’s reputation or increase the visibility of that reputation. An explainer video does both.

  1. An explainer video boosts your SEO rank.

Did you know that 70% of the top sites in SEO rankings contain video, and by optimizing with video, your chances of hitting the front page go up by 53%? Obviously, if you’re going to put one on your website, you should invest in one with high quality content that will serve this and other purposes.

  1. An explainer video is easy to share. content-marketing-guide

The possibilities are, dare I say it, endless! The obvious choice is sharing the video on your website, but why stop there? You can share on all social media and different video platforms. You can include it in your email campaign and even include it in a presentation. If you have a high quality video, you can repurpose it and use it as a TV ad.

  1. An explainer video is cost-effective and efficient to produce.

Since you won’t be hiring actors or filming with expensive cameras, the costs of an animated explainer video are significantly lower than that of a traditional TV commercial. All of the work is done by a creative team of professionals who are led by a project manager. Your project manager is your direct line of communication and this makes the production of your explainer video much more efficient.

It’s time to step up your game and increase your company’s visibility online. Higher visibility means more visitors. More visitors leads to more customers. Simple, right?

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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5 Explainer Video Taboos You Should Break

Everyone is talking about explainer videos and you don’t know what to think. Are they good? Are they bad? Do I really need one? Here are 5 explainer video misconceptions debunked.

  1. Explainer videos are overpriced.

Some people might think so, but only because they believe that the price is the same as it is for producing a TV commercial. However, since you won’t be hiring actors or filming with expensive cameras, producing an explainer video costs much, much less.

  1. Animated explainer videos are too immature.

Au contraire! With all the different styles of animation, finding one that is suitable for your target audience should be a piece of cake. Infographic and motion graphic videos are excellent for more mature audiences and B2B videos, whiteboard videos are perfect for simplifying a complicated idea, whereas a 2D animation is pretty much a safe bet if you are looking for a friendlier approach.

  1. No one will see my explainer video.

Let me drop some numbers on you.social_pic_omobono

On Facebook, photos are liked twice as much as text, while videos are shared 12 times more than links and text combined. On Twitter, over 2,000 videos are being shared every minute.

Explainer and instructional videos make up 67% of global YouTube viewership, which reaches almost 3 million videos per minute. LinkedIn video posts have 75% higher chances of being shared by your followers.

How’s that for visibility?


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  1. Explainer videos are ineffective.

The only way your explainer video can be ineffective is if you make a bad one. When you hire a professional company to produce it for you, the chances of that happening are slim to none. These companies usually know pretty well what they are doing. Their team of dedicated professionals work hard to make sure you get end up with a killer explainer video both you and your customers will enjoy.

  1. My company/product does not need an explainer video.

An explainer video might not be for everyone, but before you definitely decide that you do not need one, turn to your clients and customers. When you do market research, you might find that they do face some problems understanding your product or service.

When you take into account all of the statistics readily available on the internet, it is pretty clear that the above statements are simply not true. If you are having trouble converting website visitors into customers, an explainer video is definitely something you should invest in.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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How to Make an Abominable Explainer Video

Creating an explainer video can be quite challenging. These videos can boost SEO, reduce bounce rate, and raise return on investment, increase conversion rates and e-mail click rate. BUT! What if you’re in the mood to spend money on an explainer video and you don’t care about the finished product?

Here are some tips and tricks to help you create the most horrid video in the history of ever.

  1. Do Not Use a Professional Voice-Over ArtistMaybe you can ask your neighbor with the thick accent to do it for a couple for beers. Or the one with the lisp. No one will notice.
  2. Make it Loooong: Oh, yes, this one is important. Make the video as long as possible so that if your confusedcustomers decide to watch it, they can be bored and maybe not even finish watching it.
  3. Ignore Your Audience and Their Problem: Seriously, why are you even making the explainer video? Definitely not to explain anything to them!
  4. Use Bad or No Sound Effects: Pew, pew! Kaboom! Meow? See? You can do it yourself.
  5. Make it Confusing: Absolutely, positively, do not make a plan and talk about whatever comes to mind. Your video is about your bakery, so talk about your neighbor’s front porch and the new phone you just bought.
  6. Use Jargon and Long Complicated Words You’re Sure No One Will Understand: Sesquipedality is key here.
  7. Tell Them Every. Single. Thing. About Your Product: Do not leave out anything. You have worked on your product for a very long time and your viewers need to know everything.
  8. Skip the Call-to-Action: They should already know what you want them to do, so why tell them? Duh!
  9. Forget About HD Quality: You should just use your phone to record the doodles you drew last night. No, no, not the new one, the old phone you almost threw away!
  10. Do Not Share Your Video Anywhere: It’s not like you want anyone to see it, right?
  11. Do Not Use a Professional Explainer Video Production Company: They focus too much on making an amazing and engaging video. What with all their professional project managers and script writers and designers and animators and sound effects people… We wouldn’t want that, now, would we?

 


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If your heart is set on having a video, but, at the same time, you could not care less about it, follow these 11 foolproof points and a bad video you shall have in no time!

If, however, you do care how your money is being spent and want the best, do not follow this list! Do the opposite. Especially the opposite of the last one because they will help you do everything right.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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What Is a Whiteboard Video?

Have you ever wondered what whiteboard videos are and why they’re popular?

They also go by RSA animate, animated doodling, or scribe videos, but whatever you’d like to call them, you’ll distinguish them easily from other types of animation videos when you see the artist’s hand drawing.

The Beginningrsa whiteboard

The whiteboard style of animation was first popularized by the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA), a British non-profit organization. In 2009 they started producing a series of videos where an artist illustrated the speaker’s words. These videos went viral and became immensely popular on YouTube. One of the videos, a talk by Dan Pink, received more than 7 million views.

The Term

The term whiteboard animation comes from the fact that the animation is made by recording an artist while they’re drawing on a whiteboard. This recording is then sped up so that it matches the audio, creating the ever awe-inspiring whiteboard video.

The Production

Nowadays, whiteboard videos are created using software. An artist creates the content digitally, places a hand holding a marker over the content and by using software creates the illusion that this hand is drawing the images appearing before our eyes. The advantage of this method is that it’s much easier for the artist to make changes to the animation if the client requests so.


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The Psychology

In 2012, psychologist Richard Wiseman wanted to test the effectiveness of whiteboard videos, so he made two videos. In the first one you could only see his head and hear him talking. In the second one, you could hear the exact same audio while watching an artist draw on a whiteboard. Overall, there was a 15% rise in recall across the memory questions for those who had watched the whiteboard video. On one of the questions in Dr. Wiseman’s research, 92% recalled the answer correctly – 22% more than those who had watched the ordinary video.

graph

There are a few reasons why whiteboard videos hold attention and increase retention.

People learn better when they’re having fun. Fun works! And it works because it doesn’t feel like work! Let’s be honest, absolutely everything is easier when we’re in a good mood. Since learning while having fun doesn’t seem like an obligation, but provides a good time, even those who have some sort of inhibition towards learning, tend to lower their defense walls and absorb information presented.

Another factor worth mentioning is anticipation. As we watch the artist’s hand start creating a shape, we anticipate the final form. As the final form reveals itself, dopamine is released and this whole process is what increases retention.

The Use

Whiteboard animation is highly engaging and sparks curiosity in viewers. It communicates information in a clear and effective way. This structured and very to-the-point style works better with audiences who are 25 years old and older.

In terms of use, this style is flexible because it works well for both B2C and B2B videos. It is ideal for tutorials, training videos, educational videos, technology solutions, and overall in-depth explanations.

 

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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How to Write an Explainer Video Script

“One day I will find the right words, and they will be simple.”
― Jack Kerouac, The Dharma Bums

words

We have established already that an explainer video should be focused on the audience and solving their problem. So how do you do that? You use the explainer video to tell them the story of their problem being solved. Now, that sounds wonderful, doesn’t it? However, in order to successfully get the audience to immediately recognize a company as their knight in shining armor and fearless savior, you have to create an inspiring video. You start by writing a fantastic explainer video script.

Set the scene appropriately so the audience is hooked into watching the video. They should instantly feel that this is the problem they are facing and that they will be offered a solution. Introduce the problem before you offer the solution. If you were teaching someone how to bake cupcakes, you wouldn’t start with how to decorate them, would you?

Help the audience make the connection between the problem they face and the solution you offer. Use concepts they are already familiar with and build on that. This is the best way to reinforce the personal connection. If you try to explain a new idea by introducing unfamiliar concepts, the audience will have a hard time identifying with the situation. This also means that they will most probably not recognize the solution you want to offer.


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Be economical when it comes to word choice. Each word should be carefully chosen to better explain the situation, problem, and solution. There is no perfect formula for how long a script should be. Nonetheless, try to keep it around 140-180 words for a one minute video.

Test your explainer video script by giving it to a friend or colleague to read. If they have no difficulty following it, you are definitely on the right track. Ask them if they would change anything to make it more understandable. Sometimes a slight alteration makes the world of difference.

Do not forget to include the company’s tagline and the call to action at the end. This is what you have been building up to and the ultimate step to the solution of the audience’s problem. This is what you want the audience to do after they have finished watching the video.

Now do your research and get cracking on your explainer video script!

starting-line

“The scariest moment is always just before you start.”
― Stephen King, On Writing: A Memoir of the Craft

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Why Upload Your Explainer Video Directly on Facebook

Facebook-Vs.-YouTubeHere is some food for thought on why you should consider using Facebook video over YouTube links on your Facebook page.

Native environment

When sharing a video on Facebook, page admins have two options. The first one is to upload the video directly to Facebook, and the second is to share the YouTube link in a post. Most page admins opt for the latter. According to a study conducted by Social Bakers, both received a similar number of shares and likes, which is the most frequent type of interaction. This was to be expected. However, Facebook videos generated double the amount of comments. Facebook videos achieved a 40% higher engagement rate in the studied period, and another Social Bakers study showed that they also achieved a 10 times higher viral reach than YouTube links did. Also, within a recent update, Facebook videos drive more engagement within a timeline because it has automatic preview and start playing silently even before a user clicks on it, which as you might imagine has an immediate attraction effect.

Easy access

Facebook videos can at a later time be found in the Page’s video gallery, whereas a YouTube link is limited to a single post. You can share the same video as many times as you like and it becomes more visible each time it gets new Likes or Comments because Facebook shares your fan’s activities in their friends’ News Feeds even though they have not clicked the Like and Follow buttons on your Page. Facebook also offers an option to users to Like your Page via a button directly in the video. Another way to increase your Page’s visibility is to tag your fans in your video.


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Mobile responsiveness

Facebook videos are easier to consume on mobile because they can be played directly from the mobile app, without being redirected to YouTube and jumping from app to app. Only Facebook videos can be auto-played. To watch a video from another website, you still have to tap on the play button first and, of course, get redirected to their app or website.

This is not the only way to share your explainer video, but it is one you should consider using on your company’s Facebook page.

Infographic source: Digibuzzfeed

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5 Things To Keep In Mind When Creating An Explainer Video

We remember a mere 10% of what we hear, 20% of what we read and a staggering 80% of what we see and do. You are, of course, familiar with this and have already decided that an explainer video is exactly what you need to explain your service, product, or jump-start your business. Now what? Here are some things to keep in mind when going into the process of creating an explainer video.

1. Put your audience first.

The video you will be creating will not be for you, it will be for them. Know your audience. Identify who they are and what they need. Are you trying to explain your business? Or how your new product works? What are the problems your audience might encounter? If they get the feeling you are just bragging about how great you are, they will undoubtedly be put off. Be sure to show your willingness to solve their problem. You are there to help them. Once they understand this, it will be easier to gain their trust. Explain how your service or product works and give the solution in one or two sentences.

2. Tell your audience a story.

Why? Because people love stories! Think of ways to engage your audience and create a video that will stick with them long after they have finished watching it. Create an experience your audience can relate to and increase retention.


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3. Keep it short and sweet.

You have to grab your audience’s attention from the beginning. A lot of people get bored easily and have short attention spans, so don’t jam-pack your video with every single detail you can think of. Less is more. Chances are they will not care to watch the whole thing and then they won’t get to the most important part at the end of your video – the call-to-action.

4. Add elements of your brand into your video.

If you, for example, incorporate the color palette of your logo into your video, you will help the audience connect the dots between your company and your video. The power of association is incredible.

5. Define a clear and direct call-to-action.

Whether it is download, subscribe, email, call, or purchase a product, do not forget to include it at the end of your video. You want your audience to take action after watching it.

These are just some of the things you should know. An experienced project manager will guide you through the process. Remember – communication is the key.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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Explainer Video Stats that Will Surprise You

Everyone knows that video is a powerful online tool, but do you know the surprising stats behind the claims?  In this post, we’ll share some of the striking numbers that show how video is one of the best ways to improve your business’s results and returns online.

Video increases conversions and sales

The numbers vary widely, but one thing is clear, videos improve your conversions and sales online.  In some cases, the improvement is immense.  Indeed, in one case, it was found that video made purchasers 144% more likely to buy than a page without it.  In other cases, the gain is more modest, such as the 9% increase in conversions found by another company to study the trend.  Given that business owners often take great pains even for the promise of a single digit increase in conversions, the power of video and the expansive range of improvement outcomes are too big to ignore.

Video increases website visit length

Unfortunately, online, the average visit to a website is quite brief.  Video, however, can make a huge impact if your site has a lot of visitors hitting the “Back” button.  In fact, one study found that video kept visitors on site two minutes longer on average.  This difference can lead to a big increase in the number of substantial visits to your site.  In fact, 90% of people leave a text site within four seconds, but if there’s a video, it drops to 60%.  This retention gives you the time needed to convert visitors and can boost your bottom line tremendously.


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Video improves your search engine rank

SEO is a mystical world, but it’s clear that video is a potent tool for increasing your page rank.  70% of the top sites in SEO rankings contain video, and by optimizing with video, your chances of hitting the front page go up by 53%.  This means that even if your video is ineffective as a communication tool, its presence on your site can be justified solely by the SEO boost you get.  With the top listings on the front page taking the vast majority of all traffic for a given search term, improving your ranking could mean thousands more visits to your website each month.

Video is more memorable

Getting people informed about your product is nice, but what if they forget all about you after they leave your site?  With video, that’s much less likely to happen.  One data tracker found that memory retention is actually 50% higher for video.  Video is engaging and ultimately, we recall the things we’ve seen at a greater rate than things we’ve read.  Another point in favor of video.

Conclusion

The lesson is clear – if you want to drive more traffic to your site, keep that traffic onsite longer, make them more likely to buy, and stay in memory more clearly – video is the best tool available.

Don’t go online without it!

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5 Ways to Share Your New Explainer Video

Okay, so you’ve got a bright, shiny, new video for your business.  It looks good, it sounds good, and you’re ready to take on the world.

So what comes next?

Well, now it’s time to share your explainer video far and wide.  Below are 5 ways to get your video in front of as many viewers as possible.  Obviously, the more channels you take advantage of, the better, so don’t be shy.  Use any (or all) of these in your quest to take over the world.

  1. Your Website

No surprise here, but your website is a perfect channel for sharing your video.  Many choose to put it front and center on the home page because video has been shown to increase length of website visit and ultimately, conversion rate.  It’s a great way to engage new visitors and give them an easy way to learn more about your company without having to read a lot of text.

  1. Social Media (e.g. Facebook, Twitter)

Post your new video to Facebook, share a link on Twitter, share it on LinkedIn, and put in anywhere else that your community can be found online (even message boards!).  Social media is a great way to not just gain some views for your video, but also to get shares and leverage your network to get a bit of additional attention.

  1. Video Platforms (e.g. YouTube)

Video platforms are a natural home for your new video, and YouTube is only the beginning.  Share it far and share it wide, and keep an eye on the comments.  At each online portal, there may be a potential sale that emerges in an unexpected way, so stay vigilant!

  1. Email Campaigns

It’s almost a guarantee that no one will read a long email, but if there’s a video, you’ve got a much better shot at getting someone’s attention.  Embed the video or share a link to it in your next email campaign, and your results should be well ahead of your last non-video campaign.


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  1. Presentations

Your video isn’t just something to be uploaded and set on autopilot.  Make it work for you!  The next time you go to a sales meeting in a conference room with video capability, use your video as a way to open your presentation and explain your business quickly.  It’s entertaining, and will liven up what can often be a boring experience for your audience.  They might forget the tenth person to lay a brochure on their desk, but they won’t forget a fun video as quickly.

Bonus: Television!

Not every video is right for this, but if you’ve got a high-quality one, you can repurpose it as a television ad.  Some may need to be edited down, but the money you save on not having to produce an entirely new video can easily be put into securing a better placement on TV.

Think big and maximize your video’s potential.  Your returns will surprise you!

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Getting the Most Out of Your Explainer Video

One of the most important parts of the video creation process is the planning phase where a video is structured and scripted.  With a compelling structure, a video can be a powerful tool for gaining conversions.  Without it, it’s simply a presentation that will be tolerated at best, and ignored at worst.

So, how do you ensure that the audience does what you want them to do?

Unfortunately, there’s no magic formula.  (Those that say there is may have had some success with a format, but there’s no guarantee it will work for all products and situations.  And the more it’s copied, the greater the audience’s fatigue will be.)

But here’s the good news: there are some guidelines that will help you create a explainer strong video without being formulaic.  Keep these tips in mind when creating a video, and you can’t go very far wrong:

Less is More

Almost everyone’s instinct when creating a video is to pack, pack, pack it full of information!  It’s easy to see why; you’re coming at it from the perspective of what you want the audience to know (i.e. all the wonderful details about your business).  There’s a catch, though – just because you get a detail into the script doesn’t mean the audience is listening and absorbing it.  Instead, this is controlled by whether or not you’ve kept their attention.

Imagine going on a date with someone who breathlessly communicates everything about themselves for two minutes straight.  Did you catch all that, or did you tune out 20 seconds in?

Your video is the same way. Instead of focusing on what you want the audience to know, focus on establishing a clear, coherent flow that interests them and keeps them engaged.  Sometimes, this means skipping a few details so that you don’t get bogged down.

In short: it’s better to get the main story across and lose the details than to try to cram it all in and get nothing across.


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Be a Giver

Here’s the harsh truth about video: it isn’t about the creator.  It’s about the audience!  You need to speak to their fears, needs, and interests above all, and leave lectures about your business behind.  Your first questions when planning a video should be things like:

  • What is my audience struggling with?
  • How do I help them?
  • How can I squarely and honestly address their possible objections?
  • What can I realistically promise them?
  • What else do they want to know?

Focus on the audience – if they hear the things that speak to them, you’re golden.  If they hear a lot of blabber about how great you are, they’ll get defensive and skeptical.  Provide the same level of customer service in your video that you do in your day-to-day operations, and you’ll have a great shot at success.

 A Note About Clichés

Clichés attain their status because they’re popular and most people identify with them.  That said, they can be irritating and tiresome.  Sales, however, often depends heavily on them, so to some extent, they’re unavoidable.

The best practice is to find a fresh way to communicate, but to also keep a few comforting touchstones in your video.  There’s nothing wrong with using familiar language here and there, but if your video is entirely composed of stale phrases, your viewers will groan at it.

Conclusion

Keep it simple, keep it focused on the audience, and keep it fresh.  With those three guidelines, you’re already well on your way to an effective video.

If you’d like to learn more about explainer videos, go ahead and download our ebook!

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