Research shows that site visitors would rather watch a video than read copy on a web page so you can understand why so many businesses want to have an explainer video, but what is an explainer video and how do you make it work for you and your organisation?
Put very simply, explainer videos are short online videos used to explain your company’s product or service. Placed on a landing page or prominent product page can boost conversion rates as much as 144% according to recent studies, but this statistic can be greatly reduced if the video is not produced correctly.
So what makes a good video in our opinion?
The key to a successful explainer video is always, without doubt, a well written script; it’s the foundation that everything else is built upon.
At Drum, we would always recommend commissioning a script writer, rather than try to write this yourself. Someone outside of your organisation can take a fresh look at your services and explain it in a way that they, or anyone watching, can understand. Using complex, overstrung sentences and industry based jargon will just alienate the potential customer.
Keep the script short.
The ideal length of an explainer video is 60-90 seconds, with the main ‘take away’ message within the first 30 seconds. The longer the video, the less people will pay attention to it.
The ideal word count per minute is 130-150 words. You may believe that you can read faster at around 200 words, but in video, you need breathing room, timed pauses and pacing to allow the message to be understood clearly.
Keep the script simple.
Explainer videos allow you to tell a simple story; the problem, the solution, how you do it and a call to action. Speak direct to the audiences in the second person using ‘you’ and ‘your’ and explain the benefits, not the features.
We would always recommend using a professional voice over artist and have music composed specifically for this video. So many times, we have been asked or given VO tracks provided by Dave in IT and it just doesn’t work. Why spend time on the visual and then let the audio bring the final product down? Voice over artists are trained and do this every day and can really help sell your product so it really is money well spent.
Composed music, is developed alongside the video so that it seamlessly becomes one product and enhances what you are seeing on screen. You own full rights to the track and you can be rest assured that your competitor hasn’t got an explainer video on their website with the same $99 track.
And finally, have fun!
Explainer videos allow you to add some personality to the script or the visuals.
Explainer videos have so many benefits; they can increase conversions, improve SEO search rankings (70% of the top 100 search listings include video), keep viewers on your page for 2X longer and they are easily shareable on all social media platforms.
To see some examples of Drum’s explainer videos please visit our gallery: http://www.wearedrum.com/motion/motiongallery