Using video for marketing is a great way to make your brand known. There are many types of videos that you can use to do this such as product demos or launches.
Explainer videos are another great format that explains your product or service to generate leads. They come in short, engaging formats that simplify complex ideas into easily understandable bits.
These videos are made to grab attention, hold viewers’ interest, and break down your value proposition in
just a few seconds. When used strategically, videos in this format can generate leads by converting
passive viewers.
Around 86% of businesses now use video as part of their strategy. [Source: Lemonlight]
There are many video production companies in New York that you can employ to run video campaigns.
Let’s break down everything there is to know about explainer videos and give you some tips on how you can use them to maximize conversions.
Highlights: Converting Leads With Explainer Video
- Clear & Concise Messaging
- Structured Storytelling
- High-quality Visuals and Audio
- Brand Consistency
- Emotional Appeal
What Are Explainer Videos?
Explainer videos are designed to be short and informative. Their goal is to explain a product, service, or concept engagingly. You can use it to simplify complex ideas by using visuals, narration, and animation.
Types of Explainer Videos
- Animated Explainer Videos: By using computer-generated animation you can creatively explain concepts or processes ideal for breaking down complex topics.
- Live-Action Explainer Videos: These videos are made with real actors to give a paint a more relatable situation best for video formats like testimonials or behind-the-scenes insights.
- Whiteboard Videos: These videos use drawings created in real-time on a whiteboard to explain a concept. Although used in education or corporate settings they can also be used for consumers.
Why Do Businesses Need Explainer Videos?
Businesses can benefit from explainer videos as they are:
- Easy to understand: Information is delivered fast.
- Engaging: Usually is made with animations and narrations to keep them engaging.
- Memorable: Easier for viewers to retain the information being presented.
- Effective for Lead Conversion: As these videos tap into customer pain points to bring about solutions they have a hg] higher chance of converting viewers into leads.
The Importance of Explainer Videos in Lead Conversion
Explainer Videos Build Trust
First-time viewers of your videos are unaware of your brand. With an explainer video, you can establish credibility by clearly showing how your product or service works. An explainer video gives the viewer the confidence to trust your offering. Those videos that feature real customer testimonials tend to work in favor of building brand credibility.
Engaging and Retaining Audience Attention
With quick texts, you can effectively explain everything in just a minute or two. Shorter videos make sure that viewers retain their interest throughout the video. This is important as with time attention spans reduce making a short video very effective.
Explainer Videos and Decision-Making
A well-crafted explainer video simplifies the buyer’s journey by guiding viewers through each step. From identifying the problem to offering a solution, explainer videos assist potential customers in making decisions faster. They clarify uncertainties and offer a call to action, pushing viewers toward conversion.
Better Understand Content
Polls show that 95% of viewers retain a message after watching it in video format. [Source: Deadready]
So with explainer videos highly you can effectively make the user understand your product better generating potential leads. Remember, informed users are more likely to become leads.
4 Key Elements Of A High-Converting Explainer Video
1. Clear & Concise Messaging
The whole point of an explainer video is that it should have a clear and concise message. The viewers have to understand your value proposition within the first few seconds. It is best to stick to the essentials and address their pain points.
2. Structured Storytelling
Explainer videos must clearly outline the story that you have to offer. A common format is:
- Problem: Identify the main problem your target audience faces to grab their attention and show that you understand their challenges.
- Solution: Next step you Introduce your product as the solution to this problem. Define how it works and how it can solve the problem.
- Call to Action (CTA): End with a strong CTA that will encourage viewers to purchase your product.
3. High-Quality Visuals and Audio
High production values play a significant role in the success of explainer videos. Crisp visuals, clear audio, and smooth animations ensure that your message comes across professionally. Poor-quality production can distract from the content and leave a negative impression on viewers.
4. Brand Consistency
Make sure that your explainer video aligns with your brand’s tone, style, and messaging for maximum impact. You have to keep the colors, fonts, and logos consistent to reinforce your brand and build trust. The video should feel like a natural extension of your overall marketing efforts.
5. Emotional Appeal
If you can tap into the emotions of the viewer, you can greatly enhance an explainer video’s effect. Whether it’s through humor, empathy, or inspiration, invoking emotions makes your message more relatable driving lead conversions.
Optimizing Explainer Videos for Lead Generation
Apart from uploading explainer videos on media platforms, you can place them strategically in different areas for marketing and lead generation.
Strategic Placement on Your Website
Placing explainer videos strategically on your website can significantly boost lead generation. Make sure you place videos above the fold on key pages like the landing page, product page, and especially on the homepage.
Using Video in Email Marketing
Embedding explainer videos in your email campaigns. This can boost click-through rates by up to 300%. [Source: Flearing Studio]
Make sure to include a video preview or link in your emails. This encourages recipients to learn more about your product or service.
Leveraging Social Media Platforms
Explainer videos work well across various social media platforms like Instagram, YouTube, and Linkedin. The length of the video will vary depending on what platform you use so make sure to optimize them beforehand.
Video Thumbnails and Titles
A proper thumbnail and an SEO-friendly title can improve your video’s visibility. This is the first thing a viewer sees so make it eye-catching. In the title, include relevant keywords that match potential viewers’ search intent to video stand out in search results.
Strong Video CTAs
Like all other types of videos, make sure you have a clear and actionable CTA for an explainer video. It can be a clickable link, form, or landing page for purchase.
SEO Optimization for Explainer Videos
Optimize Video Titles and Descriptions
To make your video more discoverable, use keyword-rich titles and meta descriptions. It should accurately describe the video content while incorporating the primary keywords you’re targeting.
Adding Video Transcripts
Including a transcript improves your video’s accessibility and provides additional text for search engines to index. This can improve your video’s search ranking and make it easier for users to find your content.
Using Schema Markup
A video schema markup can help search engines better understand and rank your video. Use schema to increase the chances of your explainer videos appearing in search engine results.
Host on YouTube and Your Website
Hosting your video on both YouTube and your website offers different SEO benefits. Youtube has a big audience that can help reach more people. When hosting on your website, a video can keep them on your page for longer!
Optimize for Mobile Users
People consume video content on mobile devices more often than not. So ensure that your video is optimized for viewing on mobile. This includes using a responsive player and compressing video files to load faster without sacrificing quality.
Case Studies: Brands That Convert Leads With Explainer Videos
Dropbox: Increased Lead Conversions by 10% Using Animated Explainer Videos
Dropbox is the most well-known SaaS company. During the initial launch, they used an animated explainer video to simplify the concept of cloud storage. Before the video, many potential users didn’t understand how Dropbox worked or how it could benefit them. Through a simple and engaging animated explainer video, Dropbox well communicated its value proposition. The result? They saw a 10% increase in conversions that took the company from 0 to 100 million users in just five years.
Amazon: E-Commerce Brand Reduces Cart Abandonment and Drives Purchases with Explainer Videos
Amazon integrated solutions like Amazon Pay, which simplified the payment process. This improved the overall shopping experience and reduced friction during checkout. Additionally, Amazon used videos on product pages to better explain features and usage. This built buyer confidence reduced hesitation during purchase and reduced cart abandonment rates.
HubSpot: B2B Company Simplifies Complex Processes and Attracts Better-Qualified Leads
HubSpot is a B2B marketing software company that uses explainer videos to simplify its offering and increase lead quality. Through a series of explainer videos, they broke down each tool’s features and benefits. This made it easier for potential customers to understand the value of their software.
Features on their website, these videos increased leads by 20%
Best Practices for Measuring Explainer Video Success
When producing and distributing explainer videos, make sure you follow some of these best practices for success in the long run.
Track Engagement Metrics
- Views and Watch Time: Keep an eye on these metrics as they help assess the overall reach of your video.
- Click-Through Rates (CTR): CTR measures how effectively your explainer video prompts viewers to take the next step. A higher CTR suggests that your CTA is clear and persuasive.
- Conversion Rates: The ultimate goal is lead conversion so tracking how many viewers convert after watching the video gives you direct insight into how effective a campaign is.
A/B Testing Videos
A/B testing lets you compare different video formats, CTAs, or even video lengths. With this, you can determine which version performs best. Testing variations can help you find the most effective approach to boosting engagement and lead conversions.
Monitoring Viewer Drop-Off Points
Viewer drop-off points analyze where viewers stop watching. This provides valuable insights into the strengths and weaknesses of your explainer video. Understanding this can help you refine content and retain audience attention.
Using Heatmaps and Analytics Tools
Use tools like Google Analytics and HubSpot for detailed insights into how viewers interact with your explainer video. Heatmaps show which sections of the video attract the most attention. Other metrics track lead generation performance that you can use to improve future campaigns.
Ready to Make An Explainer Video For Leads?
Explainer videos, along with other video types are great for lead generation. With them, you get a way to simplify complex information and build trust with their audience. When making a video, focus on good quality production with HD video and good sound quality.
The end goal should be to tell your story to the new customer in a way so that they can relate to the problem and seek a solution for your product. If you want to make an explainer video for your business, contact LocalEyes today to get a consultation on how to best create one!