The following post was written by our new friend Eric. Eric Guerin is the founder of Adelie Studios. He chooses to use his creative powers for good and not evil by helping businesses to better market themselves using animated marketing explainer videos. He can easily be bribed with coffee.
Intro Video. Brand Video. Explainer Video. You may have heard one or more of these terms recently, but what exactly is it? The most popular term right now is explainer video and the gist is these videos ‘explain’ what you do quickly and easily so anyone can understand it. It’s a short and concise version of exactly what your company does.
So why are they so popular right now? The biggest reason is people like to be entertained. Let’s face it, if you have the choice between reading and scrolling down a web page of text or sitting back and watching a one minute video. You’re watching the video. That’s because people prefer to learn through audio/visual methods. If the viewer watches a video with both audio and visuals they are far more likely to remember that than just a text description. In fact, in a recent survey by Forbes of C-level business executives indicated that 59% said they would rather watch an online video than read text covering the same information on a website.
Explainer videos are also great at increasing conversions when scripted correctly. If you can help the consumer understand what you do faster through a quick video, you can get them to take the next step that much quicker. It’s that snackable video content the people are looking for to help them make more informed decisions.
One of the most famous explainer videos you are probably familiar with is the one created for Dropbox which is pretty much the only visual you see on their home page. Haven’t seen it? Check it out here, I’ll wait for you:
This simple video on a targeted landing page helped launch Dropbox from a very cool little file sharing startup to the company they are today with over 100 million. Not bad, right?
“Yeah but that’s Dropbox, they’re huge. It wouldn’t work for me.” Is what you’re saying now, right? I say poppycock. Here’s an example of one I’ve worked on is the explainer video we created for a startup called MyVR:
By placing the video on their homepage, over 87% of site visitors watched the video and they had a 34% increase in trial signups for their service after the video was implemented on their home page. So it can work for anyone from the scrappy startup on up to companies like Dropbox that are valued at over 4 billion dollars.
You only get one chance to make a first impression; and your explainer video is that first impression. Explainer videos are a great way to connect with potential customers and clearly convey what it is you do. So even if someone watches it at 3am while groggily half asleep, what you do and the problem your product or service solves is presented perfectly as if it was properly caffeinated during normal business hours.
Have you produced your own explainer video? If you do, what kind of success are you having with it?