You’ve heard it used – that term – the “explainer” video, aka the “overview video”. Like so many other new media terms – tweet, content marketing, mobile app, to name a few – it’s something you’re interested in, but you’re not sure how to qualify it or whether or not you need it.
An explainer video is just that: a video that introduces a new product or company and explains what it’s all about. They are usually short, about 1-2 minutes, and should answer a few fundamental questions in a direct, conversational way. The video should explains what solution the product offers, and why the viewer should want to use it. If it’s for a company, it should quickly tell what makes your company unique. It is is simple, direct way to engage potential customers without taking up too much of their time.
Why should you use explainer videos for your products or services? Simply put, video can reach more people in shorter time, and more directly that reading thru pages of text. An engaging well-crafted video message used as part of a strategic marketing campaign can convert viewers into purchasers. This message is also easily re-purposable for media and PR use, can get used by reporters and clearly states the message that YOU want passed along because you were able to carefully control the video’s message.
According to GoAnimate, “[A]nother important reason for using a video is that a well-made explainer video can increase your conversion rates by around 15 to 50% (1). For example, Work.com, a work performance management company has increased conversion rates by 20% with the introduction of their explainer video (2). Shoeline.com saw a conversion rate increase of over 40% when they started showcasing their products using videos instead of just pictures (3). It’s also important to note that explainer videos can have effects on in-store sales as well. According to Google, 79% of smartphone owners do research on their phones before making a purchase (4). Best Buy is taking advantage of this trend by putting instructional explainer videos on their website to educate the shopper on various technological goods.”
SEO and marketing professionals have called explainer videos a secret weapon and much research continues to points out that webpages with video return higher rates of conversion and purchasing.
Miceli Productions creates overview and explainer videos for all types of companies and organizations. Here’s an example created by Miceli Productions:
Need an overview or explainer video? We can help.
Give Miceli Productions a call at (203) 936-7761.
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