In an age where everything is online, business competition is at an all-time high. Driving attention to your website is no longer enough. At the end of the day, what matters most is being able to convert your site visitors into customers. Upon landing on a website, every potential customer would want to know all about the business, and the most convenient way to do that is through an explainer video.
An explainer video is a short video summarizing what a company does in the quickest and most concise manner possible. Statistics show that according to 97% of marketers, videos have helped consumers understand their product better, and 76% of them report that videos have led to an increase in sales.
We are all wired to digest more information with visual aid than through a lengthy body of text alone. This is why explainer videos are so effective in building an instant relationship with customers. With just one click, they can obtain a clear picture of your product or service and how it all works. Explainer videos provide the perfect avenue to create a superb first impression on a potential client. But how exactly can they boost conversion rates?
Outlined below are essential tips to get you started on crafting a high-converting explainer video:
Choose a Video Style That Suits Your Brand
The first step is to select a video style that can aptly capture the nature of your business. The following are the most recognizable types of explainer videos:
- Animated Explainer Video
Animated explainer videos branch out into 2D and 3D. 2D animated videos are perhaps the most widely used because they appeal to a wide variety of viewers. They are often used by companies in different sectors such as e-learning, web technology, and healthcare. Although 2D animation is more affordable, 3D animation gives a more dynamic effect. It’s most suitable for companies that require a more in-depth and thorough explanation of their product, giving viewers a clear lifelike demonstration.
Companies using animated explainer videos often want to portray their brand as playful and entertaining. These videos are flexible enough to suit almost any type of story to be told.
- Whiteboard Animation
This type of animated explainer video portrays someone writing or drawing on a whiteboard alongside a voice-over about the subject. Whiteboard animation is best for companies who would like to give detailed explanations about a process or procedure. Because of this, they tend to be longer, running an average of 3–5 minutes. Whiteboard explainer videos are often used by brands belonging to the educational training industry and insurance business. They also tend to be more affordable than 2D or 3D animation because they are relatively easier to make.
This video style allows you to highlight a striking message to your audience. It’s quite engaging in the sense that it lets viewers anticipate the words appearing on the screen. Kinetic typography is ideal for start-up brands that don’t have the budget for a fully animated explainer video but would like to convey a message just as powerfully. Just like whiteboard animation, kinetic typography is a great choice for storytelling.
Live Action involves filming live people. It adds a more personal touch to your video and allows for a deeper connection with your audience. Because viewers are able to put a face to your brand, it evokes an element of trust that encourages viewers to do business with you. Like animated explainer videos, live action videos require a lot of planning. Apart from conceptualizing and creating an original script, you’ll need to arrange for actors, locations, and production design. The total cost could range from $1,000 to $50,000, depending on the explainer video company you hire.
Write a Captivating Video Script
A competitive explainer video company would know that a well-written script is crucial to producing a high-converting video. Here are some things to keep in mind when writing your script:
Highlight Benefits. The video should start with a brief introduction of your business and what specific need it aims to address. It helps to provide a concrete example of the problem and the steps your company takes to answer it. However, it doesn’t stop there. Be sure to emphasize the benefits customers can get out of your product. Remember, customers are always swayed by promising brands that can make their lives better.
Conduct Research. For the script to persuade your audience, there must be a strong call to action, which can only be achieved by knowing your audience. Gather as much information as you can about your ideal customers. What are their interests? What value can your explainer video give?
Clarify Objections. Disprove any reservations customers may have about your product and present your guarantee of a satisfying experience. Testimonies from previous clients can also make your script extra compelling. Telling a story is always a powerful tool in building an emotional connection and makes your video more relatable to viewers.
Keep It Short and Simple. Today, the average attention span is 8 seconds, which means you must find a way to keep viewers entertained every 8 seconds throughout your video. The most effective explainer videos last for around one to two minutes, so it’s important to keep your script brief and straightforward. Use simple words that can be easily represented visually to avoid problems in the illustration process if you decide to do an animated explainer video.
Use the Proper Tone. The best way to communicate with a customer is by sounding conversational instead of forceful. You don’t have to be too casual if you prefer to maintain a more formal image of your brand, but a tone with the right amount of enthusiasm and friendliness to go with a subtle marketing approach is sure to foster conversions. Adding a little humor also does the trick.
Don’t Skip the Storyboard
A storyboard is a visual depiction of what happens in your video. Creating a comprehensive storyboard isn’t as easy as it seems. An explainer video company would most likely have a storyboard artist on the team.
The storyboard specifies camera shots, framing, transitions, and other visual details in the video. Because a storyboard is only a rough draft, some artists recommend hand-drawing it on a piece of paper. There are also several storyboarding tools that provide more sophisticated features.
Creating a storyboard starts with frames. Each frame represents a scene at a specific time in the video. A convincing explainer video must have corresponding frames for the introduction, statement of the problem, presentation of your solution, and a call to action.
Drawings or images aren’t enough, so it helps to write down a quick description of what happens in each frame. There should also be enough room for parts of the script in order for the voice-over and action in each frame to be in sync.
Set the Right Mood with Music and Sound Effects
Visuals aren’t everything. You’ll need to pay attention to other elements like background music and sound effects. These components complement the voice-over and graphics to result in an engaging video that can evoke a powerful emotional response. It’s important to find the right sound that matches the content of your video and the mood it tries to establish.
Invest in Professional Talent
To produce a high-converting video, working with a professional explainer video company is essential. You may know your business inside out but that doesn’t mean you’re capable of creating a high-quality video about it on your own.
From writing the perfect script to finding a specialized voice-over talent, explainer videos require a lot of work—not to mention the equipment, editing, and production design involved, especially if you’re going for a high-end live action video. To ensure high returns, it’s important to approach the right people to do the job so you can focus on running your business.
Budget-conscious start-up companies even have the option to hire experienced freelancers if they’re looking to create simple animated explainer videos.
Test Your Video and Measure Results
Once you’ve added the right music and voice-over to the visuals, you may think the project is ready to be released to the public. It’s not. The last thing you want is to end up spending thousands of dollars for a video that doesn’t actually achieve any desirable results.
Before launching your video online, run a test with a small group of viewers and gather data. There are many different video hosting tools that provide engagement metrics pertaining to your video. Pay attention to these analytics as they can help you determine which parts of your video need improvement. Constantly making changes to the audio and video files is part of the process in order to maximize your conversions.
The main goal of every explainer video is to increase sales. There are numerous elements involved, each of them having a vital role in the process.
What works for one company may not work for another. It would be best to consult professionals in the video marketing field to help you make the right choices in creating an explainer video that aligns with your brand.