Explainer videos are now one of the most effective marketing tools all businesses should have. They are an excellent medium for building your story and boosting brand awareness. They do so by clearly and professionally presenting your company, product, or service in a way that viewers will easily understand and find impressive or even entertaining and engaging.
Also, with professionally-made animated explainer videos, your website will experience increased dwell time. This will help improve your SEO performance and lead to higher conversion rates as well.
All thse benefits translate to improved ROI and better sales and profits.
Maximizing the Potential of Your First Explainer Video
For your business to get the most from your video and enjoy its benefits, it is crucial that
you have the perfect finished product.
You can do this by avoiding these mistakes with your first explainer video:
Failing to know your target audience first
One of the biggest mistakes you have to avoid when investing in your first explainer video is to want your content to be seen by as many people as possible.
Although there is nothing wrong with this objective, you will fail to target the people that will most likely be your customers by focusing on quantity over quality. This will, then, impact your expected ROI.
As such, when investing in an explainer video, one of your primary goals should be to ensure that the right people see it. This means it should be accessible to and easily understood by the people who are likely to be your paying customers.
Setting unclear goals for the video
Whether you are starting a new business or own an established one, having an explainer video produced can be quite exciting. You will be eager to see how the animated components, the background music, and all the elements will work together to come up with the result.
Because of your enthusiasm, you may forget to identify the specific reason for having this type of content created. As a result, you will have a video that is purposeless or crammed with too many ideas that serve different objectives, so it ends up becoming unclear and confusing.
Identifying your goals for having an explainer video is a critical stage in the planning process. When you prioritize this part, you will get your message across your target audience clearly and effectively.
To determine your main goal, ask yourself what you want your explainer video to say to your target audience.
Knowing and understanding your target audience is the first step towards having the perfect explainer video. By doing so, you will successfully engage them with the situations and characters in your content. You will, then, quickly get their interest and encourage engagement.
Neglecting the importance of having a good script
An excellent script is the foundation of any company video. If you have a poor, disorganized one, the final product will be confused and messy as well.
This is why you should never ignore the value of having the right script. Regardless of your urgent need to launch your video, you have to take the time to draft and polish a script that will work to achieve the objectives set.
Be sure to ask your team and explainer video production professionals for input to help you come up with the best script as well.
The most effective video script has a clear message and at the same time, provides viewers a concise yet highly informative look into your brand, product, or service. It should distinctly define the characters, your scenarios, dialogues, and the overall video structure.
Having a video that is too long
Although you want your video to be as comprehensive as possible, you shouldn’t cram too much information and all your ideas into it. If you do, you will have content that may end up too long; one that viewers won’t have the patience to finish watching.
To have a successful explainer video, keep the total running time below two minutes.
Because of this short duration, it is crucial that you have a well-thought-out script. The message should be delivered as soon as possible in a concise and easy-to-understand way.
Failing to incorporate branding
Finally, since your explainer video will be part of your marketing strategy, you have to make sure it is an obvious extension of your brand. Your content should represent your company through and through.
You can do this by showcasing your corporate identity or by reflecting it in the video. You can do this by using the company colors and fonts in the video.
By utilizing the official colors and fonts, you help your audience identify and relate the video to your brand. This, in turn, will strengthen brand recognition.
To get your first animated explainer video right, consider working with a company that specializes in producing this type of content. With the right partner, your investment in this marketing tool will be worth it. You will get more from your financial outlay and, more importantly, achieve your business objectives and induce better brand recall.
About the Author:
Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organisations grow using animated videos and creative visual content. Punchy has a team across Australia and Asia and has worked with clients such as Apple, Westpac and the Australian Government, running campaigns and reaching millions of people.