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 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 is affirmed by Aberdeen’s latest report, which discovered that “marketers that are using video are seeing (typically) 49% faster growth in revenue.”
Marketing with video expert Rohan Kale, founder of the animation video company rkale.com, knows how useful prospecting via storytelling is. “It’s the simplest way to attract and engage your audience and can provide as much as an 80% increase in conversions.” Even small increases in conversions can create a significant difference to profitability. Kale points out that Dropbox was able to improve their conversions by 10% just by adding an explainer video. This translated into 10 million additional users for the file hosting service.
If you are marketing an easy product, or even a complex piece of software, Top 5 can perform a better job of telling your story. Explainer videos far out-pull blog articles or traditional webpages when it comes to user engagement. The following is my interview with Kale to help startups navigate the usage of such videos successfully.
Exactly what is an explainer video – and how will you sell the thought to new businesses? Most people are too lazy to read through the entire text on your own website or website landing page. A brief video can hook your prospects and help them understand your value proposition. Consequently, your sales cycle reduces – because of the educational effect in the video – and you generate more qualified leads. Such as a video on the landing page can increase conversion by 80%. Furthermore, Google as well as other search engine listings rank pages with video higher than pages without video. A good explainer video frees your sales team to function on closing good quality prospects as opposed to repeating the same pitch again and again to prospective clients.
A perfect video strategy should combine live along with animation videos. A private brand or product business may benefit most out of live videos. The very best example is Dollar Shave Club companies that sell something intangible, like service companies, may benefit most from animation explainer videos, similar to this one from Blue Triangle Tech. Remember, the main goal is always to engage the audience. Should you do that, your video is a success!
Harrison: What are some elements of a high converting explainer video? The very best explainer videos include most of these aspects: Script – The script is definitely the heart from the video. The best script is around 90 seconds. It must focus on the “pain points” from the customer, while detailing the advantages of working with your solution. It must show your customer being a blgjwo with your product/service since the guide who can take them to their best destination.
Graphics – The graphics must consider your audience and really should reflect the daily things they encounter inside 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 must replicate your brand’s “tone” as established on your own website/website landing page.
Music – The same as voice, music plays a vital role in reflecting your brand. It needs to be keyed to take the right emotions from the audience. Animation style – The animation style needs to be free flowing and easy to comprehend. It may be motion graphics if you are a significant business in, for example, the financial industry, or it could be cartoon in case you are a mild-hearted brand, like an app company. In a few businesses like construction or architecture, 3D videos could be useful. Ultimately, the way your video looks, feels and works is dependent upon your brand name and budget.
Subtitles – Up to 85% of Facebook videos are watched without sound in accordance with research by Digiday. So when you are advertising using Social media, subtitles are crucial.
Harrison: Can marketers work with an iPhone and merely shoot something themselves? In general, as with many things, I think you obtain whatever you buy. In my opinion that deciding on the best video partner is essential for online video marketing success.