You may have read the average online attention span of your audience is falling. In 2015, TIME magazine summed up the problem in a post aptly titled, “You Will 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 type of were a video as opposed to 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.”
Online video marketing expert Rohan Kale, founder 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 may provide around an 80% boost in conversion rates.” Even small increases in sales can create a significant difference to profitability. Kale highlights that Dropbox managed to improve their conversions by 10% by simply adding an explainer video. This translated into 10 million additional users for that file hosting service.
Whether you are marketing a basic product, or even a complex part of software, Amazon can do a more satisfactory job of telling your story. Explainer videos far out-pull blog posts or traditional webpages with regards to user engagement. This is my interview with Kale to aid startups navigate the usage of such videos successfully.
Exactly what is an explainer video – and how will you sell the idea to new businesses? Most people are too lazy to read through the entire text on your website or landing page. A short video can hook your prospects and enable them to understand your value proposition. As a result, the sales cycle reduces – due to the educational effect from the video – and you also generate more qualified leads. Such as a video over a website landing page can increase conversion by 80%. In addition, Google along with other search engine listings rank pages with video higher than pages without video. An excellent explainer video frees the sales team to operate on closing good quality prospects rather than repeating the same pitch again and again to prospective clients.
An excellent video strategy should combine live along with animation videos. An individual brand or product business will benefit most out of live videos. The best example is Dollar Shave Club businesses 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 to engage the viewers. Should you that, your video is a success!
Harrison: Exactly what are some components of a higher converting explainer video? The most effective explainer videos include most of these aspects: Script – The script is definitely the heart from the video. The perfect script is approximately 90 seconds. It must focus on the “pain points” in the customer, while detailing some great benefits of dealing with your solution. It should show your customer as being a blgjwo with your product/service since the guide who are able to drive them with their best destination.
Graphics – The graphics must consider your target audience and must reflect the daily things they encounter in their personal and professional life. It needs to be age appropriate and culturally accessible.
Voice-over – The voice you select should reflect your brand well and really should replicate your brand’s “tone” as established on your website/landing page.
Music – Just like voice, music plays a crucial role in reflecting your brand. It must be keyed to take the right emotions from the audience. Animation style – The animation style needs to be free flowing as well as simple to grasp. It may be motion graphics if you are a significant business in, for example, the financial industry, or it can be cartoon if you are a light-hearted brand, such as an app company. In certain businesses like construction or architecture, 3D videos can be useful. In the end, how your video looks, feels and works depends on your brand name and budget.
Subtitles – Up to 85% of Facebook videos are watched without sound based on research by Digiday. If you are advertising using Social media, subtitles are essential.
Harrison: Can marketers use an iPhone and just shoot something themselves? In general, as in many things, I do believe you obtain everything you purchase. I think that selecting the best video partner is vital for marketing with video success.