What makes an explainer video one of the best?
A quick search will find numerous posts about the best explainer videos. Many of them are videos we’ve seen a million times. So what makes a video one of the best explainers. There may be great art or very simple art, a clear straightforward script or a humorous one, great voicover delivery and of course a clear call to action is a must. The most important criteria though is how effective was the video for that customer.
Stats on Video Effectiveness
Studies have provided a great deal of research about the effectiveness of video on conversions, search results, retention of information, reduced bounce rates and other impressive stats about video. If you need convincing about video benefits search anywhere, the evidence is overwhelming.
Make your Explainer Video one of the best
In future posts I’ll tell you a few success stories we’ve had with some of the videos produced for our customers. If you’re considering using video in your marketing (and frankly I can’t imagine that you are not) here are a few things to consider to make sure your video is among the best explainer videos on the web.
- Results. If your site was active a while before you posted your explainer video you hopefully have some before and after stats to compare. Things like increased conversions, increased time on page, lower bounce rates and obviously increased business. If not then compare your results to industry averages.
- Does your video clearly lay out a specific problem your customer’s face and how your product or service solves that problem?
- Does your video point out one unique feature, one thing you do or do differently than your competitors? And don’t forget the benefit, how does that feature benefit the customer.
- Does the script flow nicely and keep the viewer’s interest? An informal focus group is a good way to learn this.
- Did the viewer get the key point after watching the video? Hopefully you’ve planned for this and have identified the key point you want the viewer to get. Another good focus group question. Ask them to restate what your business does. You should hear this key point in their answer. In other words; do they get it?
- Do you have a clear call to action? This should be the last thing they hear and it should be definite. It should restate a reason to take that action. “See how XYZ can help your company, request a free consultation”, for example.
So whether you’re planning to do a video or you already have one on your site, look back and ask if it does these six things at the very least.