Am I the only one that seeks explainer videos out when I’m looking to learn more about something? Well, even if you’re not proactively looking for them, your customers find them extremely valuable when these videos find a home on your website. Like so valuable that some brands have touted conversion rates increasing by 200% after including a video of this type on a site page versus not having a video on that same page.
What They Are
Explainer videos are short online marketing videos (typically 60-90 seconds) used to explain your product or service – to help tell your company’s story. They are nothing new. And we’re not moving the earth here. It’s a pretty simple concept. And thanks to Microsoft’s 2015 research study, we’re all aware that we have shorter attention spans than goldfish. Couple that with the fact that many users feel reading online is a chore and words don’t produce the answer they are looking for quickly enough – and suddenly explainer videos are a no-brainer for consideration in your marketing strategy.
Explainer Video Examples
HubSpot has captured some of the best. Here are five that represent some great variety:
- Stitch Fix (#16): This would fall into the live action explainer video category – meaning it is non-animated and using live talent. For Stitch Fix, this approach is valuable as it helps better create an emotional connection with their viewers, particularly given the type of service they are selling. Listen to the story this video tells – they make it sound so simple! Sold.
- Water Mark (#17): Here we’re looking at an animated explainer video. A really fun way to tell your story, and often the preferred way for selling intangible tech products such as this. I love the way this video immediately makes it clear whether you are the right fit for their product by directly calling out who will benefit from their offering. As a user you know you’re where you need to be right away, versus watching half of the video and then recognizing perhaps it’s not something that will benefit you!
- Spotify (#8): Now we have what I’d classify as a whiteboard explainer video. We see animated hand drawings, which are a fantastic way to tell a story. This format is super popular because of its affordability as well as its storytelling ability. For Spotify specifically, the music in this one carries the show!
- API (#6): Another example of an animated video, but different than the one produced by Water Mark. This clip is a bit longer, but it’s also explaining a BIG topic. And also a topic that viewers have likely sought out to learn more about. So, while over 3 minutes in length, the video is saving time for viewers as it would take a lot longer to tell this story in the written word, and in a manner that promotes retention of the learnings as well as this video does.
- Safe Drive (#10): This may be my favorite, as it combines a few different production methods and storytelling strategies to ensure viewers hear their message loud and clear. They recognize this is a topic that most can relate to, and they immediately find a way to create a sense of concern, as well as a need to keep watching to see if there is a solution to the problem they are speaking to. Their product isn’t introduced until the very end of the video (which is only a little longer than 1 minute in length!), and by then, you’re inspired to learn more.
More Video Rationale
In the event those examples have not yet motivated you to advance video consideration for your branding strategy, here’s some additional stats to help reinforce a brand investment of this nature:
- 59% of executives would rather watch video than read text (source: Forbes).
- Engagement of video ads increased purchasing intent by 97% and brand association by 139% (source: Unruly).
- 50% of internet users look for videos related to a product or service before visiting a store (source: ThinkWithGoogle).
- Information retained in one-minute of online video is equal to about 1.8 million written words (source: Brainshark).
- Video is 50 times more likely to get organic page ranks in Google than plain text results (source: Forrester).
We know videos work. So why are we not all incorporating them into our marketing strategy? Concerned about the cost? How to get started? Videos of this nature don’t have to be complicated. You don’t need a huge production team or a big budget, so don’t let that notion stop you from exploring this strategy a bit more.
Videos of this nature become a part of your brand, so make sure you’re keeping them in line with your brand strategy. Colors, fonts, tone, logo usage – make sure they align with your blogs, articles and other public resources. Yes, you’re bringing your audience some additional value through video content, but don’t lose sight of what you stand for. Consistency in brand is always key to any brand strategy.