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 When compared to 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 instead of 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.”
Online video marketing 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 may provide just as much as an 80% improvement in conversions.” Even small increases in conversion rates can easily make a huge difference to profitability. Kale points out that Dropbox could enhance their conversions by 10% by simply adding an explainer video. This translated into ten million additional users for that file hosting service.
If you are marketing a basic product, or even a complex part of software, Technology can do a better job of telling your story. Explainer videos far out-pull blog posts or traditional webpages when it comes to user engagement. This is my interview with Kale to help startups navigate the use of such videos successfully.
Precisely what is an explainer video – and how can you sell the idea to new businesses? Most people are too lazy to read the whole text on the website or website landing page. A quick video can hook your prospects and enable them to understand your value proposition. Consequently, the sales cycle reduces – due to the educational effect of the video – and you generate more qualified leads. Including a video on a website landing page can increase conversion by 80%. Furthermore, Google along with other search engines like google rank pages with video greater than pages without video. An excellent explainer video frees your profits team to function on closing high quality prospects instead of repeating exactly the same pitch again and again to potential customers.
A perfect video strategy should combine live in addition to animation videos. A personal brand or product business may benefit most out of live videos. The best example is Dollar Shave Club businesses that sell something intangible, like service companies, can benefit most out of animation explainer videos, similar to this one from Blue Triangle Tech. Remember, the key goal is to engage the crowd. If you do that, your video will certainly be a success!
Harrison: What are some components of a very high converting explainer video? The most effective explainer videos include all of these aspects: Script – The script is definitely the heart from the video. The best script is roughly 90 seconds. It ought to focus on the “pain points” from the customer, while detailing the advantages of dealing with your solution. It ought to show your customer being a blgjwo along with your product/service because the guide that can drive them to their best destination.
Graphics – The graphics must consider your target audience and should reflect the daily things they encounter in their personal and professional life. It must be age appropriate and culturally accessible.
Voice over – The voice you choose should reflect your brand well and really should replicate your brand’s “tone” as established on your website/landing page.
Music – Much like voice, music plays a crucial role in reflecting your brand. It needs to be keyed to create the right emotions from the audience. Animation style – The animation style should be free flowing and easy to comprehend. It could be motion graphics in case you are a severe business in, for instance, the financial industry, or it can be cartoon if you are a light-hearted brand, as an app company. In some businesses like construction or architecture, 3D videos may be useful. Ultimately, how your video looks, feels and works is dependent upon your logo and budget.
Subtitles – Up to 85% of Facebook videos are watched without sound in accordance with research by Digiday. So if you are advertising using Social networking, subtitles are essential.
Harrison: Can marketers work with an iPhone and simply shoot something themselves? In general, as with a lot of things, I do believe you get what you pay for. I think that choosing the right video partner is essential for video marketing success.