You may have heard from marketing professionals that you NEED to make an explainer video. But, in truth, an explainer video can educate your customers on how your solution can impact their lives.
However, explainer videos have a higher price tag than other marketing tools. Therefore, you shouldn’t just make one without knowing what problem they can solve. Explainer videos can be a fantastic investment, so in this article, we’re going to run over some reasons why an explainer video can increase your sales revenue.
Explainer videos allow you to reach a much larger audience than other marketing content types. You think of an explainer video as the first touchpoint a customer will have with your business. Wherever your business is online, your explainer video can be at the front of it. It’s perfect for pinning to the top of your social media profiles, embedding on your website homepage, attaching to your email footer, and blasting out to mass audiences through ad campaigns.
We live in a fast-moving world where people make snap decisions on whether the content is relevant to them. Nielsen reports that you must express your “value proposition” within 10 seconds, or you’ve lost a site visitor.
If a user clicks off after 10 seconds, it’s likely the consequence of a home page not grabbing their attention. This results in a higher bounce rate, which is when users exit your site after viewing just one page. If a visitor only views one page, then it’s unlikely that they’ve seen your service offering.
Thankfully, explainer videos offer a remedy for this. Because our brains process information 60,000 times faster by image than by text, people naturally tend to view a video to learn about your company than read text.
Explainer videos allow you to make the best pitch for your product/service before people click off. This, in turn, increases visitors' time on the site. The marketing agency Wyzol found that 81% of marketers say video has increased their visitors' average time on the page.
Explainer videos can be creative and quirky for a new personal hygiene product or technical and slick for a SaaS cybersecurity company. There’s so much room within the genre to express your brand and who it should appeal to. Because it’s an audio-visual format, you can represent your brand using colour, music, voiceover, shots, editing, humour, set design, characters and narrative.
The average landing page conversion rate is 2.35% (Impact). A simple video explaining the value of your solution on the landing page can increase conversion rates by up to 80% (Unbounce). Another study from the Aberdeen Group found that conversion rates doubled upon adding video to the site. More conversions mean more sales or leads for you to turn into paying customers.
You might be thinking that other cheaper marketing tools also increase conversion rates. However, explainer videos are 43% more effective in persuading audiences than other marketing tools.
People just want to take in information in the most digestible format possible. No wonder 80% of your online visitors will watch a video while only 20 per cent will read content in its entirety.
It’s not always easy to explain a technical or complex product/service, and people will only buy something if they understand how to use it. This is the value of an explainer video.
Explainer videos differ from other forms of advertising because their aim is not to convince or emotionally manipulate a buyer. They aim to educate a potential customer on how your company can solve their problem and demonstrate.
Explainer Videos Establish Trust and Build Credibility
If you can add case studies and reviews to your explainer video, that can increase trust with your audience. People like to see that others like them used your solution and had a fantastic experience.
This is what behavioural scientists call “social proof”. We’re always looking for it when our money is on the line, so it’s vital for closing a sale.
Furthermore, if you can articulate your target customer’s problem in a way that resonates with them, you will most certainly build credibility as you demonstrate that you can empathise with them.
Audiences tend to retain at least 95% of a message when they absorb it through an explainer video. Why is this?
Video is a multimedia format including visuals and audio. Not only is video closer to human experience in this way, it also engages multiple senses, your sense of sight and hearing. Humans learn by connecting concepts to objects in our visual field. For these reasons, explainer videos stay in our brains longer than content that we can only read or hear.
Because we innately understand that videos are engaging, we often share them with our friends, family and co-workers, knowing they’re more likely to engage with a video than other materials. Videos are shared 1200% more than links and text combined. (Virtuets). This is backed up by self-reported survey data that indicates that after watching a branded video they enjoyed, 83% of consumers would consider sharing it with their friends. (Wyzowl)
When you create an entertaining, compelling explainer video, your company's chances of being seen by more people increase exponentially.
It might be challenging to connect video and SEO in your mind, but just think about the last time you did a Google search. The answer you were looking for may have been presented in video format. This is because the Google search algorithm prefers video for many queries people throw at it. For example, one study found that your website is 50 times more likely to appear on the first page of a search engine results page if it includes a video.
Make sure your video is posted on YouTube, too, as it’s the world’s second-biggest search engine after Google.
Since Google owns YouTube, it’s much likelier to show videos from there than alternatives like Vimeo and Daily Motion.
If you want to bring video into your marketing arsenal, then explainer videos are a great place to start. It’s the Swiss Army knife of video advertising. When created professionally and presuming the nature of your business doesn’t change, your explainer video will work as proficiently for your business in year one as it does in year ten. No replacements are needed.
While explainer videos now have all these research-backed benefits, it comes down to that they allow your business to make its best first impression on potential customers online.
If you’re thinking about creating an explainer video, work with a professional video marketing agency, as they will help guide you through the process.
At Waking Dreams Media, we help tech, science, pharma and healthcare companies explain their complex products using simple explainer videos.
Get in touch today to start building your best marketing asset yet.