| Tips | Descriptions |
Audience | Research your target consumers and their preferences or problems. |
Visual Style | This is where the potential customers find relevance in your message. |
Script | Keep things simple, engaging and compelling. |
Outsource Appropriately | Professionals in different fields are needed to create a great video e.g voiceover talent, copywriters, animators. |
Place Videos Strategically | Leverage different platforms and spaces to reach the widest possible audience. |
We’ve talked about explainer videos and what makes them a vital part of modern digital marketing.
Explainer videos are a great way to engage and attract your audience, and can actually boost your conversion by up to 80%!
But what exactly does this mean, and how can you optimise your next explainer video to guarantee the best results? Let’s find out.
What is Conversion?
A consumer clicking ‘purchase’ on your product in their shopping cart is a clear example of a sales conversion, but conversions can take many forms. It just depends on what action you want to see your consumers take.
In simple terms, conversion is when someone responds to a call-to-action (CTA) on your website, email newsletter or even a social media post.
Conversions can also be subscriptions to your newsletter, downloads of your brochure or ebook, sign-ups for a user account on your site, follows for your social media page or simply views for your explainer videos.
In fact, there are many elements of your site that can drive conversion including strong copy, enticing visuals and a well-designed layout. Explainer videos are also a great tool for boosting conversion.
Here’s how to make the best use of explainer videos for your brand!
Tips for Crafting Explainer Videos that Convert
We’ve previously explored the different types of animated explainer videos you can create for your business. Today, let’s break down the elements that create a highly converting explainer video.
Know Your Audience
Before you even start conceptualising your next explainer video, you’ll need to get familiar with your target audience.
Who are you trying to reach with your product or service? What are the problems they face? How can you leverage your explainer video content to be as relatable and relevant as possible?
You can get these answers through tools like Google Analytics, consumer surveys and social media polls. Learning about your audience’s preferences and lifestyle can help you create a truly engaging and impactful explainer video.
Pick the Right Visual Style
There are dozens of different live-action and animation styles you can choose from for your explainer videos, but it’s important to choose the best one for your current purposes.
The tone and aesthetic of your explainer video will depend on the product you’re featuring as well as your branding. Looking to give a lighthearted and quirky impression? A 2D animated or cut-out video might do the trick. Want to maintain a more serious and informative tone? Try an animated infographic or whiteboard animation.
In other words, make sure there’s consistency between the message you’d like to convey and the medium it’ll be presented in.
Create a Compelling Script
Before you even start the animation process, a well-written script is an essential building block to your explainer video. We’d even say that the script is the most important part of producing a video.
It’s best to keep language simple and direct to the point. Try to avoid jargon and technical terms that may not make sense to casual viewers. Make sure to address consumers’ problems and why your product is the ideal solution. How will it help them? What makes it different from similar products on the market?
Additionally, it’s vital to start the video with a strong hook that convinces the audience to sit through your whole video. Get their attention and keep the content relatable and entertaining throughout the video’s running time.
Finally, close the video with a strong call-to-action that focuses on a single action your viewer can take, whether it’s sharing the video with friends, submitting their email address or visiting a related page.
Get the Right Talent
It may be tempting to save costs by attempting to do everything on your own. After all, nobody knows your business better than you do. But there’s a lot that goes into making videos, even short animated ones!
An explainer video will need to be scripted, storyboarded, animated, edited and topped off with a voiceover. Instead of stretching your in-house resources to make all this possible, it might be best to leave it to the experts.
Indeed, a good animation studio will have the skills and tools to ensure that you get a great final product which meets the creative brief. Engage the services of professional animators, voiceover artists and copywriters if feasible—you’ll only benefit from their know-how!
Post Your Video Strategically
The final step is actually getting your explainer video out there. However impressive your final product may be, you’ll need to make sure it actually reaches an audience so it can make an impact.
This is why it’s vital to post your video in the right places. We recommend inserting explainer videos in your website’s home page, landing pages and even your social media accounts. Making videos a part of email newsletters is also a good choice. You can always shorten or edit the video to suit different platforms.
The more potential customers you can reach, the higher your chances of increasing conversion.
Ready to Boost Your Conversion Rates?
Whether you’re looking to create your first or hundredth explainer video, The Visual Team is ready to lend our expertise! Explore what we can offer you at The Visual Team.
