An explainer video is not always fruitful if it is not made to the point and accurately, it’s important to avoid blunders in the making to make full use of the video’s marketing power.
Unnecessarily long videos drop viewership rate, very fast. They explain that 85% of viewers stay focused for just 30 seconds if it exceeds the 2 minutes barrier viewership plummets to 50%. Therefore, this is a critical timeline to remember in an explainer video. Exceeding the 120-second barrier makes the audience start to blink. Do not give them this luxury. Make every microsecond count. Also, ensure the explainer video is embedded in the home page of your website instead of the ‘About us’ section. Your budget will also influence the style or type of animation used.
An explainer video should always target a very specific audience if you are selling car tires, why talk about cars? Explainer video acts as a call to action, to the targeted audience it should ask the simple question: do I (or we) need it? It should imply a simple yes or no, in this fashion: Who is the ideal viewer? What stops them from buying your product? These factors should be discussed in the first meet between you and the explainer video maker. Getting to the point is necessary because it saves everybody time and money. It will also help in keeping the explainer video short and simple. Make sure the video speaks only to the audience that will convert.
The Script is always the foundation in any explainer video. No matter how good the video or animation in total, if the wrong script is in place, end buyers will not know the product, and all efforts will end in zero conversions. The script should always speak something new in the above-mentioned call to action technique with a hint of humor. Once again, keep in mind the number of words. It takes a rough average of 120-160 words usually spoken in a minute, depending on the speed of the voice over. This calculation is of vital importance, as over-stuffing of words can ruin everything. Think of visual elements as extensions to the script.
This is what the script is all about: a Lure; a call to action that will optimize the conversion rate. If this fails, all the efforts in making the explainer video, no matter how good it looks or sounds will go in vain. True, sometimes ‘how you say it’ is more important than ‘what you say’ in the video, but if the sum total does not add up to conversions, everything falls flat. Therefore, it is not just about the hook- but the line and sinker too. It is the obligation of the video producer to turn the explainer video into your true profitable business tool.
It is only the benefits of using your products or services in your explainer video, that add up to the lure. All the product features that stand secondary in importance to the benefits should occur in content space created for it on the website. This practice, if followed stringently, will bring tangible results.