Just like in every tactic of content marketing and video marketing, in explainer video production there are also some best practices or guidelines you should follow in order to get the most out of the content you've developed.
And, just like you may find the “do's” you also may find the “don'ts”: things you should NEVER do because they would throw away all the hard work you did. With this in mind, we thought it would be helpful for you to know the 5 “sins” of explainer video production so that you can give your brand new video the right approach and the right promotion. Check them out!
Error #1: Not giving the right visibility on site
Placing your explainer video above the fold in your home page can help you increase the average visit time by 2 minutes, while reducing the bounce rate. These two factors are some of the indicators Google takes into consideration when it comes to positioning your video in their search engine. Animated marketing videos are a powerful resource to quickly grab your audience's attention, and keep them entertained and engaged while educating them about what you do. Give your video the right location and avoid placing it under a bunch of text or annoying advertising!
Error #2: Not spreading it to social media platforms and other channels
Placing your video in the right channels will give it the visibility you need to get to the right people. To start, social networks are a must. Obviously, first you need to do some research to understand where your target audience is interacting and, based on that, set up a social media strategy in which you can include the promotion of your video. All the main social networks, such as Facebook, Twitter and LinkedIn, give video content a primary role to get in touch with the brand's prospects and current customers, so take advantage of that! Talking about video specifically, YouTube is the king of online video, so consider -seriously- being there and setting up a wise strategy to take your video to the first positions in their rankings. Promoting your explainer video on your own blog or third-party blogs can also work well!
Tip: why not consider using Snapchat too? Check out this article and learn if you should use Snapchat for your video marketing strategy.
Error #3: Not focusing on just one topic and product
Covering different topics and products on the same video is a fatal mistake. Instead, focus on delivering a clear and single message about one specific product of your portfolio, about what problem it solves, how it can help your target audience and why your offer is better than your competition's. Keep your explainer video simple and brief. Get straight to the point by using attractive visuals and animations and by delivering an engaging and persuasive message. Otherwise, you run the risk of making your video confusing, boring or incoherent.
For instance, this animated marketing video clearly defines a problem, a solution and a unique value proposition.
Error #4: Not hiring a professional video production company to develop it
Trying to do an explainer video by yourself, using some free software with template designs, or hiring an amateur producer, is one of the worst things you could think of. Always go with a professional video production company who can assure you the best results: a high quality video that is customized for your target audience, and that is highly engaging, persuasive and memorable. We've compiled some tips that may help you choose the right video production company for your business.
Error #5: Not analyzing metrics and tracking results
Great. You can do your best to produce and to promote your video, but how can you improve results if you do not track results? Analyzing the metrics and stats of your explainer video will enable you to make the necessary adjustments and enhancements to the video itself or to your marketing campaign. Tracking results is for wise businesses who want to take their business to the next level!
Talking about do's and don'ts...why not read this article to get some valuable general tips on explainer video production? Enjoy it!