Social media continues to expand and grow, with new features, plugins and updates being swung our way daily. There’s been regular discussion around the best format of content to share your voice on these platforms – are static images strong enough? What works for Facebook’s algorithms these days? Whilst it seems like navigating social media feels like wading through a minefield, the general consensus is that video is the way to go right now. Video is one of the most engaging formats for online content. And, nowadays, you can’t scroll through any of your social feeds without seeing a video.
Just look at the explosion of social video app TikTok which reached 1.5 billion downloads worldwide this year, growing by 500 million downloads in just nine months. But with a sea of videos on the web, how do you stand out from the crowd and get your business noticed through the noise?
Three words: animated explainer video.
Right, so what’s an explainer video?
An animated explainer video is a very short and succinct video that might showcase your business proposition, highlight your point of difference and explain how your products or services work. This video style is helpful for businesses who offer complex products or services as it presents information clearly through visuals and text.
Explainer videos also provide sensory excitement to those watching in their newsfeeds or on YouTube. By combining visuals with sound, animated explainer videos increase viewer retention and are more memorable than text. In a nutshell, they explain what it is your business actually does in a way that everyone can understand, relate to, and connect with.
They get you the cut-through
Although there’s an investment involved, the benefits definitely outweigh the upfront expense. If you’re not convinced by the fact that 95 per cent of people have watched an explainer video to learn more about a business and their products or services, maybe these points will:
Take your viewers on a creative journey
Explainer videos allow you to be more creative in the way you describe your business and what you offer – and don’t be afraid of a little bit of humour and personality. Using eye-catching videos and clear animations, you can even get your message across without the use of sound. And when you consider the fact that 85 per cent of videos on Facebook are watched without sound, that’s definitely going to help your voice be heard (or read).
Entertain your audience
These days, attention spans of social media users are shorter than ever. As a result, users are more likely to watch a short video and share it with their social network. 60 seconds is the most ideal length. Explainer videos can be as entertaining as you make them, allowing your brand to shine through but in a more creative way. This also helps to give your brand personality and form an emotional connection.
Multi-use across platforms
Once you’ve created your explainer video, use it across a number of platforms. If you host your video on YouTube, you can embed it into the homepage of your website, on your landing page, in e-newsletters, or in industry slideshow presentations. Being short in length and small in size makes it easy to transfer across platforms.
Explainer videos are nothing new and have been helping businesses earn more ROI for years. One of the most successful stories is that of Dropbox. No doubt you’ve heard of the cloud-based system by now, but at their inception, the company spent hundreds on individual customer leads through Google AdWords. Eventually, Dropbox grew from zero to 100 million users through nothing more than an explainer video. The two-minute-long video lead to a ten per cent increase in conversions – an estimated extra $48,000,000 in revenue per year. You might not be the mega-corp Dropbox, but studies show consumers are 64 per cent more likely to make a purchase after watching an explainer video.
Answers all questions
Videos allow you to present the customer journey from beginning to end in a linear format. In an explainer video, you’re also able to present the problem and the solution. This, along with the information you can include about your product or service, limits the number of questions your potential customers will have.
Press play on your marketing
Think your marketing strategy could benefit from an animated explainer video? Get in touch with us to discuss what we can do for you. Here is an example of what we’ve produced previously.