June 10, 2020
The Importance of Explainer Videos

The secret to successful digital marketing is no secret at all. Everyone knows videos are becoming a significant part of any successful marketing campaign. Much like a salesperson, digital marketing is all about finding the best way to make a viewer stay long enough for you to explain your services and encourage sales.

Your website holds an average viewer’s attention for about 15 seconds. What a person clicks on and what they actually spend time reading or viewing, is not necessarily the same. This means that once someone clicks onto your landing page, you only have a few seconds to motivate them to stick around and learn about your business.

Explainer videos are a great way to make this happen. The average user spends 88% more time on a website with video on it. What better video to use than an explainer video to explain your brand, product or service in a simplified, informative way. So, let’s take a look at the many ways an explainer video can benefit your business.

Build Credibility

It can be hard to convey the right tone and message solely through text and images. Text can be read or interpreted incorrectly and not get the right information across to the audience. Explainer videos prevent that from happening to a great extent. People connect better to a brand if they have visual and sound cues explaining it to them.

Explainer videos are clear, concise and engaging, everything a consumer wants their brand messaging to be. You can use them to appear confident and professional, as well as to humanize your business and show it’s real side. Since these videos are often the first thing a potential customer sees, they can be the first step in building trust and credibility.

Increase Web Traffic

Explainer videos can also help bring traffic to your website and socials. Eighty-seven percent of video marketers say video has led to increased traffic on their website. This makes sense, as in 2019, video ads were the number one way a consumer found a brand they liked enough to purchase from.

Having a video ad or post on social media generates interest and makes people want to check out your website. That being said, explainer videos are one of the most popular types of videos people want to watch when it comes to learning about brands and products. In fact, in a 2019 survey, 96% of people said they had watched explainer videos to do so, and these were the videos that people wanted to see most.

Higher Google Search Rankings

Gone are the days when Google search rankings worked entirely on keywords and blocks of text. As time progresses, Google’s algorithms are becoming more and more perceptive of what people prefer their search results to look like. Websites with large blocks of continuous text not only scare away customers looking to make a quick purchase, but also rank lower in universal search results. Since, often users prefer seeing videos than reading text, especially when trying to gain better understanding of a concept, explainer videos may help you rank higher in SERPs.

We know that search ranking is important because the easiest way to find anything is to just Google it. Videos drive a 157% increase in organic traffic from SERPs. A relevant, good quality explainer video on your webpage can increase click-through rate, lower bounce rate and even play a role in improving your backlink profile, all factors that push you up in search rankings.

Greater Shareability

One of the great things about explainer videos is that they are super shareable. They can be uploaded to your social media pages and video hosting websites like YouTube and Vimeo, making them more accessible to smartphone users and larger audiences. They can also get a lot more shares on these platforms, since videos generate 1200% more shares than text and images on social media.

Compared to a salesperson making a one-on-one pitch, or even a written article, an explainer video has a much longer life. Unique or entertaining explainer videos have the potential to be shared around for ages after being posted. If a person likes your product they just might share your video, but if a person likes your video they would be sharing your product along with it.

More Conversions

All that growth in reach and visibility is bound to have a positive impact on your conversions. According to Forbes, explainer videos can give your company up to an 80% boost in conversion rates. Videos show what your product does and looks like, much better than text or even photos. This leads to people being more inclined to choose you when making the final purchase. Eighty-one percent of customers say that a brand’s explainer video convinced them to buy a product or service.

Brands like Best Buy, Petco and Under Armour have seen an increase in sales after putting such videos on their product pages. Seventy-six percent of marketers say that explainer videos helped increase their sales. When both businesses and their customers find explainer videos effective, you just know they can bring up your conversion rates.

Surely there are all these and even more benefits to explainer videos that can help your brand get the visibility it needs. But an important factor to consider is the quality of these videos. Not everyone has a production team that can create high quality, creative and visually appealing explainer videos for them. If you don’t, it’s always better to consider hiring an agency or a professional to create these videos rather than trying to improvise on your own. Your brand image will be better off with a thoroughly planned and professionally produced video.

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