You've got loads of self-proclaimed marketing gurus telling you to produce an explainer video ASAP, but you've watched a few examples from other brands and that's left you wondering: just what in the world is an explainer video?
It's not a how-to-video or tutorial. It's not just an educational video that makes some complex or little-known process clear (though that can be part of it). It doesn't break down the current economic crisis facing Greece and the Eurozone.
So what exactly does a good explainer video explain, and what is it supposed to accomplish? Wick Video is here to clue you in.
An Explainer Video Is A Conversion Tool
It's easy to look at a video like the Dollar Shave Club one and think that an explainer video is your key to internet virality and a huge traffic boost. But 99.99% of the time it's not. At least not directly.
The real goal of an explainer video should be to convert the traffic that you are already generating into actual paying customers.
That's why it's a good idea to be really intentional with how you embed your explainer video onto your website or landing page, and include a call to action that drives viewers to where you want them to go.
A Good Explainer Video Tells A Story
We think of explanations as things that help us come to an intellectual understanding of a process, mechanism, concept, etc. Our junior high science teacher explained the precipitation cycle, our bosses explain the tasks and outcomes that will keep us employed, our cable providers explain (or at least try to) why we should be happy paying more for less service.
A good explainer video does impart some intellectual knowledge about your products and services—about "what you do" as a company—but more importantly it speaks to the human problems your company can help others solve. So while it may explain what you do, the main purpose of an explainer video is to tell a story that shows viewers how you can make their lives easier, more fulfilling, less expensive, or just plain old better.
Similarly, a good explainer video lets viewers see the human side of your company and brand.
The way explainer videos manage to create a deeper understanding of the value you provide, and of your unique identity as a brand, is by giving a strong perspective and a personable, engaging voice. A conversational tone tends to work best across industries and target audiences, but whether you use humor or a more sincere tone, can change depending on what you're offering and how you want your brand to be viewed. But just remember that if you're talking to humans, you should talk to them like a human.
The words in your video, both voice and text, will intellectually explain what you do. They'll let viewers know what functions your app performs, what services your firm provides, or how the technical innovation you've come up with brings them greater efficiency. But the real meat of an explainer video is the story you tell—that's what will leave viewers with a lasting impression, and that's what leads them to take action.
When you've got a great explainer video, all of these elements combine to build an unbeatable marketing tool that not only educates but delights your audience, making them want to be a part of everything you do. Without any direct sales pitch, and without any advertising fluff, you can boost sales and boost your reach with just a minute or two of your customers' time.
Good Explainer Videos Don't Happen By Accident
Explainer videos have a definite purpose and clear measures of success (i.e. engagement and leads or sales), and there's no accident in the creation of the best explainer videos, either. It takes planning, know-how, and the right creative team to craft a killer explainer video, and these aren't areas of expertise most companies have in-house.
If you'd like to work with proven video marketing professionals to create an explainer video for your business and brand, get in touch with us today!