On the surface, an explainer video is exactly what it sounds like: a short-form piece of content that explains a topic important to your audience in greater detail. Maybe it’s outlining a great new feature you’re adding or maybe it’s talking about what your product is supposed to do in general. It doesn’t actually matter as much as the format itself.
But explainer videos are also a lot more than that. They’re a powerful way to not only breathe new life into your marketing strategy, but also to strengthen and fortify it in a bold new way. In fact, here are six great reasons to leverage explainer videos in your marketing strategy:
1. They’re A Powerful Opportunity to Use Data To Your Advantage
By and large, videos are always more effective as they become more personal. If you make your audience members feel like you’re only talking to them instead of the widest possible audience, you’re far more likely to strike a chord. Explainer videos are a great way to do precisely that by addressing their individual problems, concerns and questions in an intimate way. Data-driven explainer videos are also a perfect way of taking all of those effects to the next level.
With data-driven explainer videos, you’re able to use real customer data based on things like past purchases and behavioral information, and leverage it all to your advantage moving forward. You won’t have to guess about the types of things people are wondering about or the types of problems they’re having — you’ll suddenly know beyond the shadow of a doubt. More than that, you’ll be able to use tracking and analytics to see how those things evolve over time — thus allowing you to pivot to newer and more important topics as time goes on.
By far, data-driven video is one of the best ways to create highly engaging and personalized videos that guarantee the ongoing success of your video strategies. And, combining this technique with explainer videos is a way to push that impact as far as it can possibly go.
2. They’re a Perfect Way to Increase Conversions
Just like video testimonials, explainer videos are also one of the highest converting tools you have at your disposal! This is why explainer videos are so important to your larger marketing campaigns. Rather than forcing your customers to wade through massive volumes of “general” content that paints the broadest picture possible, explainer videos allow you to make an effort to address specific topics that are already on people’s minds.
This makes them more likely to watch the entire video as opposed to something like a commercial. The more time someone spends on your site, the more likely they are to make a conversion. It’s really that simple.
3. They’re a Great Way to Show Off Your Brand’s Personality
Equally important is the idea that an explainer video is more than just a chance to answer a question or solve a problem on behalf of your audience members. HOW you do both of those things will also play a direct role in shaping the image people get when they think of your brand in the first place.
Is your explainer video dry and straightforward, or fun and exciting? What types of emotions do you put on display? Is it earnest or cold and calculated? The tone of your explainer video says a great deal about who you are as a company and it’s another way to inspire confidence and loyalty within an audience.
4. They’re Very, Very Shareable
Generally speaking, the content that you’re working so hard to create shouldn’t exist in a vacuum. If you create a piece of collateral that only ever exists on your site, you’re tapping into only a fraction of its full potential. You should want people to share things with their friends and family members as often as possible and time and again, folks have proven that they’re more willing to do this with video than with any other type of content.
On-demand content such as video, is by far the most shared type of content on social media, which could have a significant impact on your reach. Simply by uploading your explainer video to YouTube or any other VOD platform, you can drastically increase your reach, and brand awareness!
And yes, an explainer video can mostly be geared towards existing customers — but if you play your cards right it could be a perfect opportunity to reach out to some new ones, too.
5. They’ll Impact the Rest of Your Campaigns, Too
A lot of people don’t realize that video content is actually ranked higher than text in the eyes of search engines like Google — meaning that the simple fact that you’re creating explainer videos at all will do wonders for your SEO efforts. These include reducing your bounce rate, and increase the engagement on your website!
When you also combine that with the social sharing as outlined above, explainer videos can quickly start to “boost” and “prop up” the other collateral you’re putting out into the world.
6. The Mobile Opportunity
Finally and perhaps most importantly, explainer videos can have a significant (and positive) impact on your marketing strategy because they’re essentially tailor-made for the mobile experience.
These days, not only do the vast majority of adults in the United States own a smartphone or mobile device of some kind, but those devices are actually the primary way that people are going to be interacting with your brand. People on those devices are also spending more time on OTT apps, watching video content than ever, particularly during downtime, long commutes and in similar situations.
If people want to watch a video and learn something on the train ride to work, it’s up to you to make that happen — and explainer videos are how you do it. Not only are you providing rich, valuable content in a format that people actively want more of, but you’re also supporting how they want to consume that content — a perfect storm for your brand and your marketing campaign moving forward.