Video is taking over as the number one tool for marketing, especially in the digital sphere. People want to consume video content rather than read it or even look at pictures. In fact, studies have shown that video marketing can increase the traffic to your website by a massive 300%.
If you’re not using videos as at least a small part of your marketing efforts, you are missing out on a major income generator. There are lots of ways to produce videos too, many of which don’t cost a fortune, or require a lot of time and effort.
You can use stock footage, so you don’t need to hire actors or go out and shoot yourself. Or you can record your computer monitor as you take people through a series of activities.
Even small, fun, low-grade videos of staff members for social platforms like TikTok or Instagram Reels can get you enough video traction. All you need for that is a smartphone and some creativity.
What Is An Explainer Video?
There is one style of video that pretty much any business can use for their marketing, and that’s the explainer video. The name tells you exactly what kind of content will be in this video type. It’s all about educating the viewer about a topic that fits with your brand.
The great thing about an explainer video is that you can do it in so many different ways too. You can animate it, interview someone, or go behind the scenes to show how your product is made or used. You just need to pick the style that suits your business and your budget, for example Doodle videos (whiteboard animations).
When Should You Use An Explainer Video?
There are many circumstances that are great for explainer videos, for example:
- Bringing a new product or service to market – Your corporate video production can describe the new offering and how a consumer can use it.
- Explaining how your business works – If you have a unique way of operating, you can use explainer videos to show the public what makes you different and original.
- Educating consumers on industry topics – Educational videos about how your industry works or specific areas about your industry that people generally don’t know about will place your business as a thought leader and create a buzz around your brand.
How Do You Create One Worth Using For Marketing?
Just because there are so many different ways you can use explainer videos, it doesn’t mean there isn’t a formula you can follow to ensure each one is strong and worthwhile posting.
1. Know Who You’re Speaking To
As with any marketing, it is essential that you know who your target audience is. This will determine almost everything about the video, from the script to the style of the video.
Defining your target audience will allow you to figure out exactly where to pitch the video in terms of the language you use, the level of understanding you assume the viewer has, as well as what their pain points are and how you can address them in the video.
For example, if you are an accounting firm and you have a new product that is designed for tax practitioners, you can use plenty of jargon in the video.
You would also likely use talking heads and screen recordings of the actual software in the video. However, if the product were aimed at the general public, you would make use of everyday terms and explain any jargon that you have to use. You may even consider using animations to make financial terms and processes a little less scary to the average person.
2. Stay Focused On The Point Of The Video
Each video that you make should have one clear message that you want to get across. This should distil down even further than simply wanting to educate your target audience about your new product.
Sticking with the new accounting software example, you can focus your video on exactly what pain point this program will address.
For example, if it’s a new way to integrate books from your client into your system, then you will address the fact that the user no longer has to manually input figures.
When you are writing your script and conceptualizing your video, make sure that you have this focus or purpose in mind at all times. Go through the script and ask yourself if it refers back to the main topic and if it is really necessary.
Don’t let your script start to stray too far away from the main topic or your audience will start to stray while they’re watching the video.
3. Choose Your Video Style
Finally, you need to have a style for your explainer videos that are on brand and suit your target audience. As mentioned, these videos can take on a number of mediums, from talking heads interviews to fun, graphic animations.
Each style has its own pros and cons and can speak to your audience in a slightly different way.
Animation, for example, can be done extremely simply or it can have a lot of moving parts that need to be carefully drawn by a skilled animator. Sometimes, a simple animation will have all the impact you require to get your message across to your audience.
However, it is best to explore your options and know what you can accomplish with the software you’re using or the animator you’re hiring. Getting too complicated can cause a lot of headaches or prices to skyrocket.
With talking head interviews or using real-world examples with models or actors, you need to consider getting all the people into one place.
You also need to think about how and where you’re going to shoot the video. Having poor equipment or no equipment can make your video look amateur quickly.
It’s also important to consider where you’ll post the video. If it’s on a landing page for your website, it will need to match the rest of the website. If it’s on social media, it will need to match the rest of your content on that platform.
Explainer videos are a great way to capture your target audience’s attention. They’re an excellent marketing tool for any brand or business and they boost engagement dramatically. Exactly what any business wants.
