Explainer videos are short online marketing videos used to explain your company’s product or service. Explainer videos, often placed on a landing page, your website’s home page, or a prominent product page, have become extremely popular – some sites boast of conversion rates increasing by as much as 144% after including an explainer video on their website.
There’s no arguing that online videos are fantastic assets for a business. The question is – how do you get your own explainer video? Check out the companies that make simple creative animated explainer videos:
Whiteboard Explainer Videos: A whiteboard video is an explainer video in which animation is hand drawn and erased on a whiteboard. This format of video has become popular due to its ease of operation and low cost, making it one of the cheapest types of explainer video to create.
Kickstarter Explainer Videos: You’ll notice that nearly all Kickstarter projects involve an explainer video of some kind. Really, Kickstarter explainer videos aren’t so different from a regular product or service explainer video, although they do tend to be longer. Browsing Kickstarter can be a fun way to see many examples of explainer videos.
Live Action Explainer Videos: A non-animated promotional video explaining your business’s product or service. Examples of this include the Dollar Shave Club and PooPourri videos (see below). Live action explainer videos are usually best for companies selling a physical product or people-oriented service, such as a restaurant, or consulting group. Having flesh and blood people in your explainer video can create an emotional connection for viewers, as we are naturally drawn to other human faces. However, live action means you’re stuck to the confines of the real world – no magical unicorns whose enchanted horns can back up your data.
Animated Explainer Videos: The most popular type of explainer video, animation is often the preferred format for explaining services or intangible tech products like software. Some services involve few, if any, physical objects, making live action an unrealistic option. Animated explainer videos allow for more creativity, and are easier to edit or update when you want to make future adjustments.
Explainer videos have a ton of benefits, such as:
- Increasing conversions
- Improving SEO search rankings with video content – after all, 70% of the top 100 search listings include video!
- Keeping viewers on your page for 2X longer
- Getting the word out about your product – videos are easy to share on Facebook and Twitter
- Repurposing for various needs – an explainer video can be repurposed for an investor pitch, an email signature, among other uses
Measure video engagement and be ready to tweak the heck out of your video. You’ll be able to see some solid data with YouTube Insight, but Google Analytics can take you even deeper down the rabbit hole, so long as you’re game for setting up nifty custom event tracking.Imagine seeing plays, pauses, how many viewers hit the 30 sec. mark vs. 60 sec. mark, etc. Wistia has some nice analytic tracking options too, and also makes it easy to sync up Wistia and Google Analytics.