You might have read the average online attention span of your audience is falling. In 2015, TIME magazine summed up the problem in a write-up aptly titled, “You 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 learned that “marketers that are using video are seeing (normally) 49% faster increase in revenue.”
Video marketing expert Rohan Kale, founding father of the animation video company rkale.com, knows how useful prospecting via storytelling is. “It’s the best way to attract and engage your audience and will provide as much as an 80% increase in sales.” Even small increases in conversions can create a big difference to profitability. Kale points out that Dropbox managed to increase their conversions by 10% just by adding an explainer video. This translated into 10 million additional users for the file hosting service.
Exactly what is an explainer video – and how can you sell the thought to new businesses? Many people are too lazy to see the complete text on the website or website landing page. A quick video can hook your prospects and help them understand your value proposition. Consequently, your sales cycle reduces – as a result of educational effect in the video – and you also generate more qualified leads. Including a video over a landing page can increase conversion by 80%. In addition, Google along with other search engines like google rank pages with video more than pages without video. A great explainer video frees your sales team to operate on closing good quality prospects rather than repeating the identical pitch repeatedly to prospective clients.
An excellent video strategy should combine live as well as animation videos. An individual brand or product business will benefit most out of live videos. The very best example is Dollar Shave Club companies that sell something intangible, like service companies, will benefit most out of animation explainer videos, such as this one from Blue Triangle Tech. Remember, the primary goal would be to engage the viewers. Should you do that, your video will be a success!
Harrison: What are some aspects of a very high converting explainer video? The very best explainer videos include many of these aspects: Script – The script is definitely the heart in the video. The best script is around 90 seconds. It should focus on the “pain points” from the customer, while detailing some great benefits of working with your solution. It should show your customer as a blgjwo with your product/service as the guide who are able to drive them with their best destination.
Graphics – The graphics must consider your target market and should reflect the daily things they encounter within their personal and professional life. It needs to be age appropriate and culturally accessible.
Voice over – The voice you decide on should reflect your brand well and should replicate your brand’s “tone” as established on your own website/website landing page.
Music – Just like voice, music plays a vital role in reflecting your brand. It must be keyed to create the right emotions from your audience. Animation style – The animation style ought to be free flowing as well as simple to comprehend. It can be motion graphics should you be a serious business in, for instance, the financial industry, or it may be cartoon if you are a mild-hearted brand, such as an app company. In certain businesses like construction or architecture, 3D videos could be useful. Ultimately, how your video looks, feels and works depends upon your brand and budget.
Subtitles – As much as 85% of Facebook videos are watched without sound according to research by Digiday. If you are advertising using Social media marketing, subtitles are essential.
Harrison: Can marketers make use of an iPhone and just shoot something themselves? Generally, as with several things, I think you receive what you pay for. In my opinion that choosing the right video partner is crucial for marketing with video success.