You might have read the average online attention span of your audience is falling. In 2015, TIME magazine summed up the problem in an article aptly titled, “You Now Have a Shorter Attention Span Than a Goldfish.” Statistically, 17% of you are about to click away from this article, as you’ve already read for 4 seconds. However, if this were a video rather than a text post, you would stay longer. That’s key information for marketers competing in a landscape where engagement will be the currency. This can be affirmed by Aberdeen’s latest report, which found that “marketers who are using video are seeing (typically) 49% faster growth in revenue.”
Video marketing expert Rohan Kale, founder of the animation video company rkale.com, knows how useful prospecting via storytelling is. “It’s the simplest way to attract and engage your audience and can provide around an 80% boost in conversion rates.” Even small increases in sales can make a huge difference to profitability. Kale points out that Dropbox was able to improve their conversions by 10% just by adding an explainer video. This translated into ten million additional users for the file hosting service.
Exactly what is an explainer video – and how do you sell the concept to new businesses? Most people are too lazy to read through the complete text on your own website or landing page. A brief video can hook your prospects and enable them to understand your value proposition. Consequently, your sales cycle reduces – as a result of educational effect from the video – and you also generate more qualified leads. Such as a video on a landing page can increase conversion by 80%. Additionally, Google as well as other search engines rank pages with video higher than pages without video. A great explainer video frees your sales team to operate on closing top quality prospects as opposed to repeating the identical pitch over and over again to prospective clients.
A perfect video strategy should combine live as well as animation videos. A personal brand or product business can benefit most from live videos. The very best example is Dollar Shave Club firms that sell something intangible, like service companies, will benefit most from animation explainer videos, such as this one from Blue Triangle Tech. Remember, the main goal is always to engage the crowd. If you do that, your video will certainly be a success!
Harrison: What are some components of a higher converting explainer video? The best explainer videos include most of these aspects: Script – The script is the heart from the video. The best script is roughly 90 seconds. It ought to focus on the “pain points” from the customer, while detailing the benefits of dealing with your solution. It should show your customer being a blgjwo together with your product/service since the guide who are able to bring them with their best destination.
Graphics – The graphics must consider your audience and should reflect the daily things they encounter inside their personal and professional life. It must be age appropriate and culturally accessible.
Voice over – The voice you choose should reflect your brand well and should replicate your brand’s “tone” as established on your website/landing page.
Music – Much like voice, music plays a vital role in reflecting your brand. It needs to be keyed to take out the right emotions from the audience. Animation style – The animation style should be free flowing and easy to comprehend. It could be motion graphics in case you are a severe business in, for example, the financial industry, or it could be cartoon in case you are a mild-hearted brand, like an app company. In a few businesses like construction or architecture, 3D videos can be useful. In the long run, how your video looks, feels and works depends on your brand name and budget.
Subtitles – Approximately 85% of Facebook videos are watched without sound in accordance with research by Digiday. So if you are advertising using Social media, subtitles are essential.
Harrison: Can marketers make use of an iPhone and just shoot something themselves? In general, like a lot of things, I believe you receive everything you buy. In my opinion that selecting the best video partner is essential for marketing with video success.