There’s no doubt that an animated explainer video is a great marketing tool: It attracts visitors to your website, makes them stay on it longer and, most importantly, has the power of turning those visitors into customers. But, besides talking about all of the benefits of videos, the question today is: How can you be sure that your animated marketing video will convert your visitors into actual customers?
Grab a cup of coffee, and take 2 minutes, because we’re giving you 8 great tips to guarantee that your next explainer video will help you make it happen!
So, before making your video:
1. Focus on your Audience’s Problem
Each product and service in the world exists to solve a problem. Whether it’s to lose weight or to find new ways to communicate via smartphone, there’s always something in the market for it. In the same way, your explainer video must always focus on a problem (I mean your audience’s problem). But, why is that? Well, because when your audience searches the Internet for an answer to their problem, the company who can prove to solve it better is the one who’ll get a new customer. This is the most important thing about explainer videos; to catch your audience’s attention and give yourself enough time to explain who you are, what kind of problem you solve and why you’re their best option.
But, to really make this happen, your video must focus on what really matters to your audience: That is, again, the problem they have. If you only focus on your brand’s assets and features, people will probably lose interest, simply because it’s not what they were looking for; and you’ll lose the chance to explain yourself. Focusing on your audience is the first and most important thing to bear in mind, with any animated explainer video, in order to start converting like crazy!
2. Engage your Audience with your Main Character (for cartoon-style videos only)
As we were saying, it’s vital that you engage your audience with your video because, if they don’t watch your video through to the end, they will surely go somewhere else to find what they’re looking for. So, how do you call their attention and engage them at the same time? By showing that your explainer video was made especially for them! One way to do this (if your video is a cartoon explainer video), is by making your main character look like your target audience: How they look, how they dress, what they do, where they live, which places they regularly visit, etc.
Without falling into stereotypes, you have to show your potential customers that your video is all about them. Crafting your main character to reflect your audience generates a strong emotional bond, because they more easily identify with the character and his or her problem. Bear in mind that all of this will only be possible through a custom animated video and not a template-based one. It’s harder work, but it makes your brand more trustworthy, because you’ll be showing your audience that you really understand them. This is a key point in the customer’s decision of which company they’re going to choose to solve their problem.
As an example, here’s an animated explainer video we crafted for the US-based service Direct Surety, where the main character (a 50-year-old architect that lives in a big city) was created to resemble the buyer’s persona, representing the target audience of the company:
3. Make it Short
If your video isn’t short and compelling, visitors will get bored and run away from your site, never to return. And that would be a disaster!
An animated marketing video that lasts less than 2 minutes assures you that your potential customers get your business idea quickly, and that they watch it until the end (Wistia). At Yum Yum Videos, we recommend 90-second-long videos because they give you enough time to explain your idea, without losing any viewers on the way.
However, sometimes shorter is better. Here’s a great 30-second explainer video we did for Gadget-Cover:
4. Aim for the Best Video Ever!
Try to make the best of your video. Make it thrilling with a solid script, create lovable characters and visuals and assure it sounds compelling and honest. There are lots of videos out there, so you have to make yours stand out!
Sometimes it’s hard to find the right company to get your video made, but once you focus on searching for quality and professionalism, your way gets clearer, and you’ll surely find the right one.
So, what now? Well, once you have your animated explainer video made, make sure of the following:
5. Place your Video above the Fold
As we said on previous blog articles, one of the most important things to grow conversions is to get your visitors to stay longer on your website. But, it’s not so easy. You have to be smart and engage them quickly, because the human attention span, in 2014, only stretched to a goldfish-like 8 seconds!
Placing your animated marketing video above the fold on your landing page catches visitors’ attention immediately, and they will stay 2 minutes longer on average (comScore). So, from those initial 8 seconds, that’s an instant 1500% boost.
6. Upload it to YouTube
YouTube is the world’s 2nd biggest search engine. Over 100 hours of video are uploaded every minute, and its videos always appear first on Google searches. What’s more, explainer and instructional videos make up 67% of global YouTube viewership!
So, if you want your explainer video to be found by your potential customers, you most definitely have to be on YouTube also!
7. Make it Social
There’s no arguing about it: you need your animated marketing video to be shared on social media!
Besides posting your videos on your website, it’s important to be active on your social media networks, so don’t be shy about inviting your audience to comment, like and share. Also, it’s vital to not forget to place social media buttons next to your video on your landing page, so that it can be shared easily.
An interesting fact is that video is 40 times more likely to be shared than text and pictures (Usurv). On Twitter, 700 videos are shared every minute; and bear in mind that 60% of social media users choose Facebook to share their videos.
8. Invest Some Money
Sometimes all you need is a little push.
Investing in advertising is always a good start to get your video going online and especially on social media. Every search engine and social network has the option to pay for promotional services and allow you to track and measure your results.
The good news is that 52% of marketing professionals worldwide mention video as the online content with the best return on investment (CopyPress), so there’s really no way you can lose.
Overall, an animated explainer video is a great marketing tool to have the best chance of turning your visitors into customers, but you must know that it can never make it on its own: You also need to optimize your website, create a solid keyword campaign and keep generating relevant online content in order to get the best results from your video. Let us know if these tips were useful on your road to conversion. Good luck!