Explainer videos have proved themselves to be the twenty-first-century sales machine. 90-second animatic would make you wonder if explainer videos are some sort of magical item. Well, they aren’t, and you could easily get your own explainer videos made too. It’s high time we demystify this ‘magic’ of explainer videos and reveal those 8 main factors by which explainer videos convert the targeted viewer into a customer.
Explainer videos present your business story using a problem-solution approach, whereby the viewer is first introduced to the consumer problem that the product solves and then goes on to explain exactly how their product solves that problem and makes the consumer life easy and better.
A survey launched by the Online Publishers Association claimed that 80% visitors could recall the video ad that they had seen in the past 30 days. 12% of these viewers even went on to purchase the product shown in the video. It’s the same with explainer videos. They use powerful visual stories to showcase the product in such a way that it connects with the prospects and stays in their heart and minds for a while.
Once they are emotionally attached to your business, then it becomes much easier to “mold” or convert them to customers.
You don’t buy a car without going for a test drive. You don’t buy a dress without trying it out first, and checking if it looks good on you.
In short, you need some form of guarantee that the product works.
With explainer videos, this guarantee comes in the form of visuals, i.e. the video gives a quick demonstration of what your product is and how it solves a consumer problem in a visually engaging and persuasive manner. Since seeing is believing, it makes your targeted audience willing to buy.
Explainer videos are not just meant to improve sales but to also add a touch of authenticity to your business. They don’t sound like an ad, and hence pack credibility. There’s nothing salty about the video (i.e. if they are made right). It is just about the product and how it solves the targeted consumer’s problem.
Not only videos are 41% more likely to get clicked than text post, but these explainer videos also provide a better understanding of your company’s value proposition. Mayer and Anderson did a research on the matter and concluded that videos led to 74% increase in the viewer’s understanding of the brand’s product and services.
Explainer videos are great for businesses that see lots of visitors that land on their website and just bounce away to another website. They might have turned into your valuable customer. But because of this 8-second human attention span thing, your prospects are least interested in reading through your information pile and therefore run away.
Well, this is the current scenario. Your target audience is not just in the mood for another plate of business information.
The reason for this viral-ability is simple – people love videos.
Videos are 41% more likely to get clicked than its text version. Moreover, videos get shared 1,200% more times than links and text combined? Google also loves videos, which means that by putting your explainer video on your homepage, you can improve your website’s search engine visibility by 53%. What does this mean in regards to sales? That showing up on the very first page of the search engine results means prospects visit your website and not your competitors (or at least they don’t ignore you anymore).