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What if –
- You could increase your email click-through rate by 200% to 300%,
- Raise the understanding of your product or service by 74%, or
- Condense 1.8 million words of a marketing pitch into 1 minute?
Chances are, you would – and you wouldn’t be alone.
All three of these statistics describe one of the most important mediums around – video. At Resourceful Business (RB), we’re big fans of explainer videos, in particular, videos that cleverly explain or grow the understanding of your product or service. But, don’t let the animations or whimsical drawings of an explainer fool you. They are powerful marketing tools and much in demand.
Here are 5 simple reasons your business needs an explainer video:
1. Explainers work hand in hand with social media
Businesses continue to push into social media, now an essential part of multi-channel marketing. Facebook and Instagram are two of the most popular social networks with 1.71 billion and 500 million active monthly users, respectively. On Facebook, videos can be up to 120 minutes in length, and Instagram permits videos up to 60 seconds. Explainers often run about one minute, and therefore, work well on both platforms, and the statistics are mind-boggling. The amount of average daily video views doubled on Facebook from 4 billion to 8 billion between April and November 2015.
2. Videos can amplify your brand and define your value proposition
While a host of facts and figures can make a pretty tedious article, sprinkled into an explainer, they promote a company’s strengths and brand in an engaging and memorable way. Key points can be weaved into the script, and in fact, we believe there are four must-haves in an explainer video script:
- A clear description of a problem or pain point
- The value proposition – how your product or service solves the problem
- Differentiators – strengths which make the product, service or approach unique
- A compelling call to action
With these components in place, an effective explainer video can get the desired message across, boost a company’s brand recognition, and define the value proposition in a persuasive way.
3. Explainers can simplify difficult concepts
In any industry, there are complicated ideas, workflows, and products. Explainer videos are an excellent way to help customers visualize what a product or service can do. They can take the viewer from point A to point B without large chunks of text, and explainers have an added benefit – people remember video. According to the Online Publishers Association, 80% of Internet users recall a video ad they watched in the last 30 days.
4. Videos give websites an SEO boost
If your business has a website, no doubt you are familiar with search engine optimization (SEO), strategies used to drive visitors to a site. Explainer videos give websites an SEO boost in several different ways. As examples, video increases the amount of time visitors spend on a website, and it also lowers the bounce rate because people often visit other pages beyond the original landing page. Multimedia content such as video can also be viewed by search engines as indicative of content quality, so varying the types of content on a website to include video is a helpful optimization strategy too.
5. Video has massive audience reach
YouTube has over a billion users, and the demographic profile of video consumption in the US skews towards Millennials and Generation X, peak consumer spending years. The advantage of an explainer video is that in addition to being on a company’s website, it can be hosted on video-sharing sites such as YouTube or Vimeo. Video-sharing sites have an expansive reach and even extend to international audiences; 70% of Vimeo users, for example, are outside of the United States.
So, don’t underestimate explainers; they are powerful digital marketing tools. Video can tell a brand story or simplify complicated concepts, broaden audience reach and help boost website page rank. Engaging to watch, sometimes animated and playful, explainers are nevertheless a must-have digital marketing asset for business.