4 Tips for Creating Explainer Videos That Work

Statistics show that consumers prefer to watch a video about a particular product 4 times as much as they would prefer to read about the product.

Jul 24, 2017 Video Marketing

The power of video is simply undeniable. Statistics show that consumers prefer to watch a video about a particular product four times as much as they would prefer to read about the product. With numbers like that, it is no wonder that video has become so popular over the years and why consumers turn to video to learn about new services and products.

Plus, videos are not only preferred by consumers, but videos have an impact on them. Research has shown that just below 50 percent of viewers will take action after watching one and that shoppers who watch a product-related video are 1.81 times more likely to make a purchase compared to shoppers who don't watch a video.

For businesses who are interested in using the power of video to their advantage, the easiest way to do so is with what is known as explainer videos. These have the ability to easily and quickly grab the attention of the audience by telling a compelling story within as little as 60 seconds. While these types of videos have been around for over 10 years, it is only recently that the industry has begun to understand how this type of video works.

So, if you would like to stand out from your competitors and create explainer videos that will get results, here are four tips to follow:

Tip #1: Don't List Benefits; Tell a Story Instead.

When creating explainer videos, businesses tend to make one big mistake: creating a 60-second video that lists benefit after benefit after benefit. This particular type of video is not enticing to consumers and viewers will not retain the information that they watch. In fact, statistics show that more than 90 percent of internet users say that they would consider installing and utilizing ad blocking software because they're tired of content that is constantly trying to sell to them.

Stories, on the other hand, resonate with consumers. So, when creating an explainer video, you need to create an interesting, compelling story arch that will entertain viewers while also educating them about your product/idea. There is nothing wrong at all with building the benefits of the product into the story, but you want to make sure that you illustrate in the video how the product/idea solves a problem and/or achieves an objective.

You see, the reason why stories work so well is because people tend to associate them with personal experiences. So, when an explainer video is executed properly, your target audience will relate to the content and retain the messaging for a longer period of time.

Tip #2: Determine a Simple Takeaway and Design the Story Around It.

As with many things, less is more with explainer videos. You don't want to put too much information in them, as this will overwhelm your viewers. Instead, you want to keep things simple and concise. After watching a 60-second video, let's say that the view is able to remember six things after the completion of the video. However, after about 10 or 15 minutes, there is a very good chance, they will have forgotten everything from that video.

So, with that being said, it is a good idea to focus on a single point - one thing for viewers to take away from the explainer video - and build the story around it. Make sure to tie this takeaway to illustrations that are visually appealing and memorable and craft the arch in the story so that the climax will align with the takeaway. If you create a single, strong takeaway, your viewers will be able to use it as a way to remember any others points that you throw in the video that are solely dependent on that main takeaway.

Tip #3: Don't Focus on the Company's Perspective, Focus on The Consumer's Instead.

It isn't uncommon for businesses to try and share their story from their own perspective; however, this is not the way to do it. Instead, it is important to focus on the consumer's perspective. When creating an explainer video, you should always focus on the audience and their own self-discovery of an idea or a product rather than simply telling them how great it is. For example, does your explainer video emphasize how viewers can use the solution in their business or life? Does it specifically explain why they should even care to use it?

One effective way of telling a story in an explainer video away from a company's perspective is by getting a third-party to do it. This gets you away from the salesperson vibe and turns you into a valuable resource of information. Roughly 80 percent of consumers report that explainer videos (videos that demonstrate how services or products work) are important, so it is important to remember that these videos aren't about the brand or the company, instead it is about the consumer and how they can directly benefit from the video.

Tip #4: Make Use of Familiar Inclusive Metaphors.

When you go to introduce a brand new topic, you want to ensure you do everything you can to help your audience understand it. One way to help them do this in a quick, efficient manner is to create metaphors that specifically relate to the topic at hand. However, you need to make sure that these metaphors are ones that your audience will likely be familiar with. Metaphors will help clarify ideas that are a bit more complex and complicated while at the same time creating a visual for them that will help them remember the most important points. Regardless of what the subject matter is, metaphors can help bring the subject matter to life. When done properly and creatively, metaphors can help distinguish an explainer video from the crowd.

It's hard enough to come up with the next big idea, but then you have to get everyone to understand why your idea is so great, and that's just as challenging. This is why your explanation needs to be so strong. After all, if your explanation isn't strong and solid, neither is your idea.

For more information regarding explainer videos or for a quote on having one made, contact us here at WebDetail and we'll be happy to provide you with the necessary information.

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