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8 Tips on How to Make Awesome Explainer Videos

8 Tips on How to Make Awesome Explainer Videos

Online users simply don’t have the time or patience to scroll through pages of content to find what they are looking for. Most visitors will simply click the back button on their web browser before that happens; a number of case studies show that the average web page visit lasts between 10 to 20 seconds.

Why does this matter?

Because it means that you have a very limited window to capture the attention of your visitors. Failing to do so ultimately means losing potential sales to competitors.

A captivating web design can certainly help to increase engagement and reduce bounce rates. But there is another effective way to get visitors to stick around long enough to learn more about your offer. Using them has also been shown to dramatically improve conversion rates.

Explainer videos.

What are explainer videos?

Chances are you have seen one of these yourself. They are short, whiteboard animation-type videos typically found on landing pages that describe the products or services a business offers in a manner that is easy to understand. Explainer videos are a highly effective way to increase engagement and boost conversions.

The challenge is getting them right. The following are 8 tips for creating engaging explainer videos for your business.

1. Aim For Short Videos

As previously mentioned, attention spans are incredibly short on the web. Simply slapping a video on your homepage is no guarantee that it will work, and could actually have the opposite effect.

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The following chart from Wistia shows a direct correlation between video length and engagement:

    The sweet spot in terms of video length appears to be around 2 minutes. That engagement starts to drop off dramatically after the 3 minute mark. If you can get your message across in a shorter amount of time, then by all means.

    The bottom line is to get straight to the point, and to only include the most important parts. If your videos are over 3 minutes, then edit down the content until it is only a minute or two. Any longer than that and you risk visitors clicking away from your video.

    2. Answer the Why

    Customers ultimately want to know what’s in it for them. In other words, what problem does your solution solve, and why should they purchase from your business?

    It might be tempting to simply rattle off the features of your products or services. But a better approach is to highlight the benefits, as consumers tend to respond more positively if they can visualize your products making their lives better somehow.

    Apple offers a great example. Watch any product unveiling and it becomes immediately apparent how the end consumer benefits (e.g. a better camera to capture precious moments, a faster processor to get more work done, etc.). While other companies focus more on the technical aspects of their devices, Apple takes a different approach by highlighting how consumers benefit.

    Follow this example when creating your own explainer videos to make them more effective. Tell people how your products or services makes their lives better.

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    3. Write a Short Script

    You know that video length matters, and to focus on the benefits for your target audience.

    These are important points when creating the script, as you want to get your message across without boring your viewers. Spend time to write a short script that highlights your products or services in a matter that gets the point across. It should also be straightforward enough for anyone to understand.

    Start by writing a first draft of your script. How would you describe your products or services to potential prospects?

    Your first draft likely won’t be perfect, and it may be longer than anticipated to the point that it goes over the 2 minute sweet spot. So be absolutely relentless when editing, and cut out any parts that don’t contribute much to the video. This is your chance to share your story, so make it count.

    4. Inject Humor

    One characteristic that many viral videos share is a sense of humor.

    Content that genuinely makes you smile or laugh leaves a lasting and memorable impression. It gives you something to talk about and greatly increases the likelihood of you sharing it with others.

    Take, for example, the “Smell Like a Man” campaign from Old Spice. The video is not only creatively made in what looks a single shot, but it also incorporates humor. The campaign has been a resounding hit for the company, attracting positive attention and boosting sales. While not exactly an explainer video, it illustrates just how effective humor can be.

    Incorporate humor to keep your video fun and light-hearted. Your video may just go viral across the web and become a huge success, driving more traffic and sales to your business.

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    5. Don’t Compromise on Quality

    First impressions matter more than you think.

    Consumers are often highly critical of new businesses they interact with, especially if they have no point of reference. If a visitor is presented with a low quality video with sound that doesn’t properly sync, it leaves a poor impression. An explainer video can dramatically boost conversions when implemented right.

    Either invest in quality recording equipment, or consider hiring video production services. If you are working with a limited budget, another option to consider is to buy doodle ads. Whiteboard animations are a fun and creative way to increase engagement on your landing pages.

    High quality imagery and a professional voiceovers also accompany the video to deliver even better results for your business.

    6. Set the Tone With the Right Music

    Music has a powerful impact on the brain. Composers are able to skillfully manipulate music notes to evoke all types of emotions. The effect that certain songs can have should not be underestimated.

    Use the right music to help set the tone and pace of your explainer video. But it also shouldn’t drown out the voiceover or dialog, as the music should blend into your video to give it a more professional feel. Services such as PremiumBeat offer massive libraries of tunes and other sound effects for a reasonable price.

    7. End With a Call to Action

    Including a call to action is an important part of driving visitors to a conversion. It instructs visitors on the actions you want them to take. A call to action that offers a clear benefit has a much better chance of converting than a generic “Click Here” or “Call Us Today.” Xero, an online accounting software for businesses, ends their explainer video with a simple message to get started with a free trial.

    After detailing your products or services and outlining how they address certain pain points, end the clip with a call to action, whether it be to start a free trial, or call a number for more information.

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    8. Plan the Launch

    Your video is finally complete and you are satisfied with how it turned out.

    Now what?

    Your job is not yet done, as there are still a number of things that you need to do before the video can start driving measurable results. Successfully launching a video for your business consists of the following steps:

    • Choose a video host: YouTube is perhaps the most popular video platform, with over a billion users. But you are not limited to YouTube, as there are plenty of other options to host your video including Vimeo, Wistia, Brightcove, and more.
    • Integrate with your site: Now that your video is uploaded with a host, the next step is to integrate it directly into your site. Most companies choose to put their video directly on the homepage so that it is front and center for new visitors. Regardless of where you place the video, it should integrate seamlessly with the rest of the page.
    • Market your video: If you want your video to have more of an impact, you need to take steps to get the word out. Uploading to a popular hosting service such as YouTube should help to get some traffic to it. But leveraging your blog, newsletter, and social media channels can help to attract even more traffic.

    Conclusion

    Video is an excellent medium that is able to convey a message far more effectively than text or images.

    If visitor engagement is low and bounce rates are high on your landing pages, consider turning to explainer videos: Short clips that provide a more visual overview of your products or services, and how consumers can benefit.

    The use of explainer videos on landing pages can not only increase engagement, but also drive more sales to your business, as numerous case studies have shown. The challenge is getting these types of videos right; simply slapping a video on your site is no guarantee that it will work.

    So before getting started on your own explainer videos, follow the tips as outlined here to make them more effective.

    Featured photo credit: Envy Creative via thinkenvy.com

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    Yasmin Rasidi

    Copy Writer at Swotfish

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    Last Updated on October 30, 2018

    How To Be Successful In Life? 13 Tips From The Most Successful People

    How To Be Successful In Life? 13 Tips From The Most Successful People

    What is success to you? How to be successful in life?

    To some, when they think of success, they imagine wealth; others want power; some just want to make a positive impact on the world.

    All of these are perfectly valid, indeed success is a concept that means different things to different people. Though no matter what success is to you, it almost certainly isn’t something will come easily.

    There are countless guides and books to being successful, however, as success is personal and unique to each individual. The advice contained in these books can often not be relevant. Therefore following the advice of a single individual can often be unhelpful.

    With this in mind, considering the advice of a great many people, people whose ideas of success were different both to each other, and quite possibly, to you can be a good alternative.

    What follows is a list of thirteen of the best pieces of advice from some of the most successful people who have ever lived. If you want to learn how to be successful, these 13 tips are essential:

    1.Think big.

      From Michelangelo Buonarroti, Great Renaissance Artist:

      “The greater danger for most of us lies not in setting our aim too high and falling short; but in setting our aim too low, and achieving our mark.”

      There are few artists as influential as Michaelangelo. Today centuries after his death, his work still inspires and connects to people. His work is world famous, just think of his statue of David, or the Mural in the Sistine Chapel in the Vatican.

      Imagine then, if he decided not to work as an artist.

      Being a successful artist has always been extremely difficult, imagine if he decided to give up this ambition in favour of something easier?

      Oftentimes, people often decided to put their dreams aside for something more “realistic”. To give up their dream for something easier. This quote teaches us the danger of such a point of view.
      Instead be ambitious.

      2.Find what you love to do and do it.

        From Oprah Winfrey, Media Mogul:

        “You know you are on the road to success if you would do your job and not be paid for it.”

        This is a good quote to remember and think about when you’re at work.

        Imagine being as successful as possible in your current job. Ultimately you’ll probably find yourself working extremely hard and this it will take up much of your time.

        If it’s a job you hate, then being successful at it might only mean filling your life with something you hate to do. What’s the sense in this?

        Instead, why not focus on doing something you love? When you’ve found what you’re passionate about, you get the motivation to keep you moving. Success at this means the fulfilment of your dreams.

        Not sure what your passion is yet? You should learn about this Motivation Engine first.

        Even if you’re not successful, you still filled your time with something you love to do. Many successful musicians spent years of their lives doing unpaid performances, the only reason they kept playing was because they loved to perform.

        3. Learn how to balance life.

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          From Phil Knight, CEO of Nike Inc.:

          “There is an immutable conflict at work in life and in business, a constant battle between peace and chaos. Neither can be mastered, but both can be influenced. How you go about that is the key to success.”

          All too often, people think that to be successful, they need to make the object of their success their life.

          If a person thinks their job will lead them to success, then they may spend countless hours per day, and well into the evening working hard.

          However this comes at the cost of rest, your health and having an enjoyable life. Ultimately they may burn out and cease to be successful at their job anyway.

          If success comes from having a strong social life and a good group of friends, their job may suffer; meaning that they may lose their job, and then be unable to afford going out with friends.

          In these ways, success, as Phil Knight says above, is helped by balance. Think of it as a balance between rest and work, or work and play.

          To achieve that balance, this Ultimate Guide to Prioritizing Your Work And Life can help you.

          4. Do not be afraid of failure.

            From Henry Ford, Founder of Ford Motors:

            “Failure is simply the opportunity to begin again, this time more intelligently.”

            There is a story, it’s unconfirmed whether it actually happened, yet the message within is none the less true:

            Thomas Edison inventing the lightbulb was the result of several hundred failed attempts. In an interview, he was asked “How do you feel after all of your failed attempts?”

            His response was great, “I didn’t fail, I learned hundreds of ways not to invent the lightbulb”

            He saw each “failure” as a lesson. From that lesson he learned what won’t work, and also might work instead.

            Each failed attempt, each rejection, were key steps on his path to success. It is easy to feel like you should give up after a failure. But perhaps in that failure is a lesson.

            Pay attention to your failures, study them. Perhaps then you’ll learn how to succeed.

            5. Have an unwavering resolution to succeed.

              From Colonel Sanders, Founder of KFC:

              “I made a resolve then that I was going to amount to something if I could. And no hours, nor amount of labor, nor amount of money would deter me from giving the best that there was in me. And I have done that ever since, and I win by it. I know.”

              This, in many ways relates to the above quote about learning from your failures.

              It’s the easiest thing in the world to give up from a failure. The only way to push on is if you have the true burning desire to succeed, to not be moved or dissuaded from your goals.

              If you are not truly dedicated towards success, then each failure will hurt more, each set back will slow you down.

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              Success is hard; without the unwavering desire to succeed, this difficulty may seem insurmountable. With the desire, it is merely an obstacle to go through.

              6. Be a person of action.

                From Leonardo da Vinci, Renaissance Genius:

                “It had long since come to my attention that people of accomplishment rarely sat back and let things happen to them. They went out and happened to things.”

                Though it was said hundreds of years ago, it works just as much today as it ever had. It applies to literally any successful person.

                Think about it, picture someone like William Shakespeare:

                When we think of the time he lived in, we think of the time in a way shaped by him. When we think of Renissance era Italy, we think of Michaelangelo and Leonardo Da Vinci.

                Or think about the present day:

                Bill Gates or Steve Jobs. Our current way of life would simply be incomparably different if they didn’t accomplish what they did.

                You’re probably reading this article on a device by a company that they either founded or companies influenced by them.

                All these figures were proactive, they saw ways to do things differently and did them. If they let the world shape them, then they’d simply fit into the background. Instead they shaped the world.

                Applying this to you?

                Don’t be afraid of going outside the norm. If you can think of a better way to do something, do it that way. If you fail, try again.

                7. Avoid conflicts.

                  From Theodore Roosevelt, 26th President of America: “

                  The most important single ingredient in the formula of success is knowing how to get along with people.”

                  The best leaders and some of the most influential people (and Theodore Roosevelt is one of the best leaders and one of the most influential people to have lived) were not those who caused commotions, who fought with people or disregarded people; but were people who were friendly to those around them.

                  People liked them. They wanted them to do well.

                  This is key to good leadership.

                  It’s logical. If someone likes you, they want to help you; if you give them a suggestion, they’ll gladly follow through with it.

                  But if someone doesn’t like you, they may either refuse to help or actively get in your way.

                  What’s more, it’s always a good idea to cultivate good relationships. You can never tell who will prove to become someone who’ll be able to help you in a big way, or even be a good and supportive friend.

                  As such, help people and they may help you; and be good to people, and they my be good to you.

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                  8. Don’t be afraid of introducing new ideas.

                    From Mark Twain, Famed Author:

                    “A person with a new idea is a crank until the idea succeeds.”

                    It is an unfortunate truth that those with the boldest ideas are often disregarded.

                    Most of us are taught from an early age to think and do things similarly to everyone else. This can be great to fill an existing role. But to truly do things differently (and all successful people did things differently), you need to think differently.

                    If you have a new idea, don’t throw it away because it’s new and different; instead, celebrate it. Your strange new idea might one day be the one that leads you to success.

                    9. Believe in your capacity to succeed.

                      From Walter Disney, Founder of Walt Disney Company:

                      “If you can dream it, you can do it.”

                      Success has to be something you can imagine yourself achieving.

                      It is possible that you will come across those who doubt you and your ability to succeed. You must not become one of these people because the moment you cease believing and dreaming is the moment these dreams fall away.

                      Keep dreaming!

                      10. Always maintain a positive mental attitude.

                        From Thomas Jefferson, 3rd President of America:

                        “Nothing can stop the man with the right mental attitude from achieving his goal; nothing on earth can help the man with the wrong mental attitude.”

                        Like the above quote says, you need to trust in your ability to succeed. This is the only way to cultivate the right mindset.

                        Replace negative thoughts with the positive ones. You need to approach problems, not as obstacles stopping you, but merely tasks that need to be completed for you to keep going.

                        If you stay positive and think like this, setbacks won’t affect you so much, people’s doubts won’t impact you and even the biggest obstacles will seem like minor problems.

                        However with the wrong mindset of doubt, you’ll be much easier to stop.

                        11. Don’t let discouragement stop you from pressing on.

                          From Abraham Lincoln, 16th President of America:

                          “Let no feeling of discouragement prey upon you, and in the end you are sure to succeed.”

                          It is an unfortunate fact of human nature — all of us in some way, doubt ourselves. This can be made far worse if others doubt us too.

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                          When surrounded by doubts, giving up can actually seem like a good idea.

                          Don’t pay attention to the doubts. If you are discouraged, ignore it.

                          If this discouragement moves into your mind and you begin to doubt yourself. It is important to ignore this too.

                          Take a look at these 5 Ways to Stop Self Doubt in its Tracks.

                          12. Be willing to work hard.

                            From JC Penny, Founder of JC Penney Inc.:

                            “Unless you are willing to drench yourself in your work beyond the capacity of the average man, you are just not cut out for positions at the top.”

                            You might have heard the quote that “success is 1% inspiration, 99% perspiration” or you may have heard about the 10,000 hours idea.

                            Whichever way you frame it, they say one thing:

                            True success comes from work.

                            You’ll never become successful if you don’t work towards your goal in life and keep working towards it.

                            Check out this article and you’ll understand Why Hard Work Beats Talent.

                            13. Be brave enough to follow your intuition.

                              From Steve Jobs, Co-founder of Apple Inc.:

                              “Have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”

                              In ancient Greece, there was a group of Oracles who lived in Delphi. Everyone who needed advice or to know their future visited them, from the poorest of society to kings. Above the doorway of the temple were the words “know thyself”.

                              If you strongly believe and desire something, the chances are that you already have an idea how to get there. If not, you may naturally know what things will help you and what things will slow you down.

                              It’s like how your body can detect danger even when things seem safe.

                              Ultimately then, you need to trust your own instincts.

                              Final thoughts

                              What you might have noticed is that many of the above lessons are similar — most are about developing the right state of mind. This clearly suggests that the key to achieving success, in whatever you wish, comes down to the way you approach it mentally.

                              Moreover, no matter what stage of life you’re at now, you can still make a difference and pursue success. You can make resetting your life possible when you do this:

                              How to Start Over and Reboot Your Life When It Seems Too Late

                              More Recommended Lifehack Experts in Success

                              • Mandie Holgate — Successful life coach in the UK, helping businesses and individuals achieve greatness
                              • David Carpenter — Lifelong entrepreneur and business owner helping others to realize the American Dream of business ownership
                              • Ray Zinn — An inventor, entrepreneur, bestselling author and the longest serving CEO in Silicon Valley

                              Featured photo credit: Ryan Wong via unsplash.com

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