Advertising
Advertising

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.

Advertising

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.

    Advertising

    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.

    Advertising

    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.

    Advertising

    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

    More by this author

    Yasmin Rasidi

    Copy Writer at Swotfish

    Try These Super Easy Protein Cookies Recipes If You Are On a Diet or A Regular Gym Routine! 7 Awesome Beauty Tips and Products to Look Flawless 6 Wonderful Places to Spend Your Valentine’s Day 8 Actionable Tips on Dealing with Divorce 6 Reasons Why the Majority of Startups Fail

    Trending in Lifestyle

    1 How to Get out of a Rut: 12 Useful Ways to Get Unstuck 2 How to Find Weight Loss Meal Plans That Work for You 3 14 Healthy Easy Recipes for People on the Go 4 How to Take Control of Your Life with Better Boundaries 5 How to Manage Anxiety: Sound Advice from a Mental Health Expert

    Read Next

    Advertising
    Advertising
    Advertising

    Last Updated on March 13, 2019

    How to Get out of a Rut: 12 Useful Ways to Get Unstuck

    How to Get out of a Rut: 12 Useful Ways to Get Unstuck

    Have you gotten into a rut before? Or are you in a rut right now?

    You know you’re in a rut when you run out of ideas and inspiration. I personally see a rut as a productivity vacuum. It might very well be a reason why you aren’t getting results. Even as you spend more time on your work, you can’t seem to get anything constructive done. While I’m normally productive, I get into occasional ruts (especially when I’ve been working back-to-back without rest). During those times, I can spend an entire day in front of the computer and get nothing done. It can be quite frustrating.

    Over time, I have tried and found several methods that are helpful to pull me out of a rut. If you experience ruts too, whether as a working professional, a writer, a blogger, a student or other work, you will find these useful. Here are 12 of my personal tips to get out of ruts:

    1. Work on the small tasks.

    When you are in a rut, tackle it by starting small. Clear away your smaller tasks which have been piling up. Reply to your emails, organize your documents, declutter your work space, and reply to private messages.

    Whenever I finish doing that, I generate a positive momentum which I bring forward to my work.

    2. Take a break from your work desk.

    Get yourself away from your desk and go take a walk. Go to the washroom, walk around the office, go out and get a snack.

    Your mind is too bogged down and needs some airing. Sometimes I get new ideas right after I walk away from my computer.

    Advertising

    3. Upgrade yourself

    Take the down time to upgrade yourself. Go to a seminar. Read up on new materials (#7). Pick up a new language. Or any of the 42 ways here to improve yourself.

    The modern computer uses different typefaces because Steve Jobs dropped in on a calligraphy class back in college. How’s that for inspiration?

    4. Talk to a friend.

    Talk to someone and get your mind off work for a while.

    Talk about anything, from casual chatting to a deep conversation about something you really care about. You will be surprised at how the short encounter can be rejuvenating in its own way.

    5. Forget about trying to be perfect.

    If you are in a rut, the last thing you want to do is step on your own toes with perfectionist tendencies.

    Just start small. Do what you can, at your own pace. Let yourself make mistakes.

    Soon, a little trickle of inspiration will come. And then it’ll build up with more trickles. Before you know it, you have a whole stream of ideas.

    Advertising

    6. Paint a vision to work towards.

    If you are continuously getting in a rut with your work, maybe there’s no vision inspiring you to move forward.

    Think about why you are doing this, and what you are doing it for. What is the end vision in mind?

    Make it as vivid as possible. Make sure it’s a vision that inspires you and use that to trigger you to action.

    7. Read a book (or blog).

    The things we read are like food to our brain. If you are out of ideas, it’s time to feed your brain with great materials.

    Here’s a list of 40 books you can start off with. Stock your browser with only the feeds of high quality blogs, such as Lifehack.org, DumbLittleMan, Seth Godin’s Blog, Tim Ferris’ Blog, Zen Habits or The Personal Excellence Blog.

    Check out the best selling books; those are generally packed with great wisdom.

    8. Have a quick nap.

    If you are at home, take a quick nap for about 20-30 minutes. This clears up your mind and gives you a quick boost. Nothing quite like starting off on a fresh start after catching up on sleep.

    Advertising

    9. Remember why you are doing this.

    Sometimes we lose sight of why we do what we do, and after a while we become jaded. A quick refresher on why you even started on this project will help.

    What were you thinking when you thought of doing this? Retrace your thoughts back to that moment. Recall why you are doing this. Then reconnect with your muse.

    10. Find some competition.

    Nothing quite like healthy competition to spur us forward. If you are out of ideas, then check up on what people are doing in your space.

    Colleagues at work, competitors in the industry, competitors’ products and websites, networking conventions.. you get the drill.

    11. Go exercise.

    Since you are not making headway at work, might as well spend the time shaping yourself up.

    Sometimes we work so much that we neglect our health and fitness. Go jog, swim, cycle, whichever exercise you prefer.

    As you improve your physical health, your mental health will improve, too. The different facets of ourselves are all interlinked.

    Advertising

    Here’re 15 Tips to Restart the Exercise Habit (and How to Keep It).

    12. Take a good break.

    Ruts are usually signs that you have been working too long and too hard. It’s time to get a break.

    Beyond the quick tips above, arrange for a 1-day or 2-days of break from your work. Don’t check your (work) emails or do anything work-related. Relax and do your favorite activities. You will return to your work recharged and ready to start.

    Contrary to popular belief, the world will not end from taking a break from your work. In fact, you will be much more ready to make an impact after proper rest. My best ideas and inspiration always hit me whenever I’m away from my work.

    Take a look at this to learn the importance of rest: The Importance of Scheduling Downtime

    More Resources About Getting out of a Rut

    Featured photo credit: Joshua Earle via unsplash.com

    Read Next