You may have read that the average online attention span of your audience is falling. In 2015, TIME magazine summed up the problem in an article aptly titled, “You Will Have a Shorter Attention Span Than a Goldfish.” Statistically, 17% of you are about to click away from this article, as you’ve already read for 4 seconds. However, if this were a video rather than a text post, you would stay longer. That’s key information for marketers competing in a landscape where engagement is the currency. This can be affirmed by Aberdeen’s latest report, which learned that “marketers who are using video are seeing (on average) 49% faster growth in revenue.”
Video marketing expert Rohan Kale, founding father of the animation video company rkale.com, knows how useful prospecting via storytelling is. “It’s the simplest way to attract and engage your audience and can provide around an 80% improvement in conversion rates.” Even small increases in conversions can create a huge difference to profitability. Kale points out that Dropbox was able to improve their conversions by 10% by simply adding an explainer video. This translated into ten million additional users for the file hosting service.
What exactly is an explainer video – and how can you sell the thought to new businesses? Many people are too lazy to see the whole text on your website or landing page. A brief video can hook your prospects and help them understand your value proposition. As a result, the sales cycle reduces – as a result of educational effect in the video – and you generate more qualified leads. Such as a video on the landing page can increase conversion by 80%. Additionally, Google as well as other search engine listings rank pages with video higher than pages without video. An excellent explainer video frees the sales team to operate on closing good quality prospects rather than repeating exactly the same pitch over and over again to prospective clients.
An ideal video strategy should combine live in addition to animation videos. An individual brand or product business can benefit most from live videos. The best example is Dollar Shave Club companies that sell something intangible, like service companies, may benefit most from animation explainer videos, similar to this one from Blue Triangle Tech. Remember, the main goal would be to engage the crowd. If you do that, your video will be a success!
Harrison: What are some aspects of a very high converting explainer video? The very best explainer videos include most of these aspects: Script – The script is definitely the heart of the video. The best script is approximately 90 seconds. It should focus on the “pain points” of the customer, while detailing the benefits of dealing with your solution. It must show your customer being a blgjwo together with your product/service since the guide who can drive them with their best destination.
Graphics – The graphics must consider your target audience and should reflect the daily things they encounter within their personal and professional life. It must be age appropriate and culturally accessible.
Voice over – The voice you select should reflect your brand well and should replicate your brand’s “tone” as established on the website/landing page.
Music – Much like voice, music plays an important role in reflecting your brand. It needs to be keyed to take out the right emotions out of your audience. Animation style – The animation style needs to be free flowing and simple to grasp. It could be motion graphics should you be a serious business in, as an example, the financial industry, or it could be cartoon should you be a mild-hearted brand, as an app company. In some businesses like construction or architecture, 3D videos can be useful. Ultimately, the way your video looks, feels and works depends on your logo and budget.
Subtitles – Up to 85% of Facebook videos are watched without sound based on research by Digiday. If you are advertising using Social networking, subtitles are necessary.
Harrison: Can marketers work with an iPhone and simply shoot something themselves? In general, as in several things, I believe you receive whatever you purchase. I think that choosing the right video partner is vital for video marketing success.