What are Explainer Videos?

Explainer Video Graphic

 

Explainer videos are short online videos used to explain your company’s product or service. These videos are often placed on a website home page, a landing page, or some other prominent product page.

Explainers are short videos, usually under 2 minutes, that introduce a business and the details on their products and services and how they help solve customer problems.


Explainer videos are quick and memorable ways of making an impact on your audience and helping them make an informed buying decision.

What Makes an Effective Landing Page?

Duration

According to a PowToon research, the best cartoon length is between 63-92 seconds with the critical start being between 7-10 seconds. You only have 7 seconds to convince your viewers why they need to continue watching.

7 Seconds

You can start by asking an important question. Such a question may make the viewer feel concerned they may be doing something wrong. A few seconds later, introduce the product as a better option. Mint opens its explainer video by asking the question “How to do you keep track of your financial life? Statements? Spreadsheets? Scribbles? It’s time for something better, something easier, something smarter. Mint is a free, easy way to manage your money that empowers you to take charge of your financial life.” All of this takes place within the first 20 seconds.

Alternatively, you can focus on your value proposition from the word Go. This can be done by speaking about your credibility and introducing relevant proof without being too flashy or coming off like too good to be true.

Implementation

You want to place your explainer video on a landing page on your website. When New Relic used an explainer video on their landing page, it was center screen.  It was the main focus of the landing page. Similarly, Salesforce explainer video was placed on a landing page that was dull gray while the video was bright blue. You simply can’t help but click to play.

Call to Action

An explainer video highly needs a call-to-action to help viewers know what action they need to take after viewing. A Call to Action is a perfect opportunity for conversion as it turns viewers into customers.

A Call to Action can be anything, from adding an item to a cart, visiting the company website, to subscribing or making a donation.

SonicBox implements its Call to Action by asking viewers to visit their website and sign up for free. The Google Chrome OS prompts viewers to download the Chrome browser at the end of the video. Crazy Egg and Mint explainer videos prompt users to sign up for their services at the end. Airbnb has a beautiful Call to Action that highlights the website at the upper left corner while the talent in the video asks the question “where to go next?”

The importance of an explainer video cannot be underestimated.  Do you have an explainer video? If not, consider developing one as this can greatly boost your engagement and increase conversions for your products and services.

 

 

David Gitonga

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