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 rather than 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 learned that “marketers who are using video are seeing (typically) 49% faster development in revenue.”
Marketing with video expert Rohan Kale, founding father of the animation video company rkale.com, knows how useful prospecting via storytelling is. “It’s the easiest method to attract and engage your audience and will 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 indicates that Dropbox was able to increase their conversions by 10% just by adding an explainer video. This translated into ten million additional users for that file hosting service.
Regardless if you are marketing an easy product, or even a complex bit of software, Technology can perform a better job of telling your story. Explainer videos far out-pull blog articles or traditional webpages with regards to user engagement. This is my interview with Kale to assist startups navigate the use of such videos successfully.
Exactly what is an explainer video – and how will you sell the concept to new businesses? Most people are too lazy to see the entire text on your website or landing page. A brief video can hook your prospects and help them to understand your value proposition. As a result, your profits cycle reduces – because of the educational effect in the video – and you also generate more qualified leads. Together with a video over a landing page can increase conversion by 80%. In addition, Google along with other search engine listings rank pages with video more than pages without video. A great explainer video frees your sales team to work on closing good quality prospects as opposed to repeating the same pitch again and again to potential customers.
An ideal video strategy should combine live in addition to animation videos. A personal brand or product business may benefit most out of live videos. The most effective example is Dollar Shave Club companies that sell something intangible, like service companies, will benefit most from animation explainer videos, like this one from Blue Triangle Tech. Remember, the main goal would be to engage the viewers. If you do that, your video will certainly be a success!
Harrison: Exactly what are some aspects of a higher converting explainer video? The very best explainer videos include many of these aspects: Script – The script is the heart of the video. The perfect script is roughly 90 seconds. It must focus on the “pain points” in the customer, while detailing the benefits of dealing with your solution. It ought to show your customer as being a blgjwo along with your product/service as the guide who are able to take them with their best destination.
Graphics – The graphics must consider your audience and should reflect the daily things they encounter within their personal and professional life. It must be age appropriate and culturally accessible.
Voice-over – The voice you select should reflect your brand well and should replicate your brand’s “tone” as established on your website/website landing page.
Music – Much like voice, music plays a vital role in reflecting your brand. It must be keyed to bring out your right emotions from the audience. Animation style – The animation style needs to be free flowing and easy to understand. It may be motion graphics in case you are a serious business in, for instance, the financial industry, or it could be cartoon should you be a light-hearted brand, such as an app company. In certain businesses like construction or architecture, 3D videos could be useful. Ultimately, the way your video looks, feels and works depends on your brand and budget.
Subtitles – Approximately 85% of Facebook videos are watched without sound based on research by Digiday. So when you are advertising using Social networking, subtitles are necessary.
Harrison: Can marketers use an iPhone and simply shoot something themselves? Generally speaking, as with many things, I do believe you receive what you pay for. I think that choosing the right video partner is essential for video marketing success.