The incredible potential of video marketing is already widely accepted across the marketing community. In fact, a 2019 report from Wyzowl found that 87 percent of businesses were utilizing video as part of their marketing efforts. This showed a steep increase from just two years before, when 63 percent were involved in video marketing.
For marketers, though, there is a huge variety of options when it comes to what type of video to create. There's no one right answer--a live-action video in the style of a traditional commercial may help one company build customer loyalty, engage, or convert, whereas a motion graphic might be more effective for another.
When you're deciding what format, style, or messaging works best, a lot of factors are at play, including questions of what goals you're trying to achieve and what audiences you're hoping to reach.
Even so, there's one type of video that stands out from the rest in terms of its popularity and its potential for conversions: the explainer video. Wyzowl found that 96 percent of those surveyed had seen an explainer video about a service or product. And in fact, out of the 87 percent of people who wanted to see more branded video in 2019, explainer videos were the No. 1 type they wanted to see.
Still, the quality and intentionality of the video you create can make a big difference as to its success. So let's take a look at six key strategies for making an explainer video that your potential customers will actually want to watch.
1. Focus on education over sales.
An explainer video is designed to clearly explain what your company, product, or service does in an entertaining and useful way. But no one likes to be sold to. In fact, in 2018, the Content Marketing Institute reported that nine out of 10 of the most successful marketers focus on customer education over selling.
People who are willing to watch your video content are doing so because they want to make an educated decision about whether to invest in your product or service. Help them out by giving them all the information they need to do just that.
2. Don't forget to have some fun.
The second type of video that audiences wanted to see more of, according to Wyzowl, was entertaining videos.
Brands are more than capable of creating viral videos. But in order to achieve this, you need an intimate knowledge of your audience. You need to know what they're talking about, what engages them most, what their sense of humor is.
If you're able to tap into their interests and channel their communication style, you'll be able to create an explainer video that not only informs but delights.
3. Know your goals.
I've already talked about knowing your audience. But you also need to be clear on what goal you want each explainer video to achieve. Sure, you ultimately want to make a sale. But that can't be the primary goal if you want a video to really engage.
Your primary goal should be to educate your audience on a particular facet of a product or service. Make sure you achieve that first and foremost, and you'll build a more loyal audience.
4. Optimize for every platform.
More than eight in 10 people say it's annoying when their video doesn't display correctly because it hasn't been optimized to their chosen orientation (horizontal or vertical). That's eight in 10 potential customers lost just because you didn't optimize your video to display vertically in an Instagram Story.
If you've invested your time, energy, and marketing budget into creating a fantastic video, it's just one small additional step to ensure that your video is optimized for each and every platform where you'll be posting it. Talk to your visual communication partner to make these optimized versions a part of your final set of deliverables.
5. Don't forget mobile.
We've already talked about optimizing for every content platform--but don't forget that you need to optimize for mobile, too. More than one in three consumers say they watch video "mainly" on mobile. That's a huge segment--one you can't afford to miss.
6. Learn from the greats.
Every organization has different goals--as does every marketing campaign and every individual video. That means there's no one right way to create an explainer video.
So how can you discover what might work for your brand? By watching lots of successful explainer videos. Then use those videos as inspiration when you communicate to your visual communication agency or creative partner what you're looking for.
2019 is the year of the explainer video and 2020 is likely to be, as well. Make sure your marketing strategy is ready.