You might have read that the average online attention span of your audience is falling. In 2015, TIME magazine summed up the problem in a write-up aptly titled, “You Have a Shorter Attention Span Compared to 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 is affirmed by Aberdeen’s latest report, which found that “marketers who are using video are seeing (on average) 49% faster increase in revenue.”
Video marketing expert Rohan Kale, founder 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 may provide as much as an 80% increase in conversions.” Even small increases in conversions can easily make a big difference to profitability. Kale highlights that Dropbox managed to improve their conversions by 10% by simply adding an explainer video. This translated into 10 million additional users for your file hosting service.
Precisely what is an explainer video – and how will you sell the concept to new businesses? Most people are too lazy to see the complete text on the website or landing page. A short video can hook your prospects and help them understand your value proposition. Because of this, your profits cycle reduces – as a result of educational effect of the video – and also you generate more qualified leads. Together with a video on the landing page can increase conversion by 80%. Furthermore, Google and other search engine listings rank pages with video higher than pages without video. A good explainer video frees your profits team to work on closing top quality prospects as opposed to repeating the same pitch again and again to potential customers.
A perfect video strategy should combine live in addition to animation videos. A personal brand or product business can benefit most out of live videos. The best example is Dollar Shave Club firms that sell something intangible, like service companies, may benefit most out of animation explainer videos, similar to this one from Blue Triangle Tech. Remember, the key goal is always to engage the viewers. Should you that, your video is a success!
Harrison: What exactly are some components of a higher converting explainer video? The most effective explainer videos include all of these aspects: Script – The script is definitely the heart from the video. The ideal script is roughly 90 seconds. It should focus on the “pain points” of the customer, while detailing the benefits of utilizing your solution. It must show your customer as being a blgjwo with your product/service as the guide who can bring them to their best destination.
Graphics – The graphics must consider your audience and must reflect the daily things they encounter in their personal and professional life. It needs to be age appropriate and culturally accessible.
Voice over – The voice you choose should reflect your brand well and should replicate your brand’s “tone” as established on your website/website landing page.
Music – The same as voice, music plays an important role in reflecting your brand. It needs to be keyed to bring the right emotions out of your audience. Animation style – The animation style should be free flowing as well as simple to understand. It may be motion graphics if you are a significant business in, for instance, the financial industry, or it may be cartoon in case you are a light-hearted brand, like an app company. In a few businesses like construction or architecture, 3D videos can be useful. Ultimately, how your video looks, feels and works depends upon your brand name and budget.
Subtitles – Approximately 85% of Facebook videos are watched without sound based on research by Digiday. So if you are advertising using Social networking, subtitles are crucial.
Harrison: Can marketers use an iPhone and simply shoot something themselves? In general, as in several things, I believe you get what you purchase. I think that choosing the right video partner is essential for marketing with video success.