You will be very surprised, or perhaps slightly taken aback by this fact, but either way you must know it: (…drumroll) video is the latest, greatest marketing trend!
Oh yes, more than 80% of US-based online companies are already having video content made for their marketing campaigns (Web Video Marketing Council), and also (…second set of drumrolls) video is the most shared content on social media! On YouTube, over 100 hours of video are uploaded every single minute, and over 6 billion hours of video are watched every month. On Twitter, 2,000 videos are shared every minute. And how about Facebook? Well, Mark Zuckerberg’s fans must love videos too, because videos are shared 12 times more often than links and text combined. Is that a trend or what?
Online companies know that they need to create relevant and shareable content to get online visibility and branding, and they've learned that video is the best online content to achieve that. They've also learned that the most popular marketing tools are not just videos, but animated explainer videos! You’ve seen them, right? They’re those short, engaging animated videos of 2 minutes or less that explain how a product or service works. Well, over the last few years, they’ve become the most powerful allies of any online marketing and social media campaign!
But listen: shareability is just the tip of the iceberg of the benefits of these marketing videos.
Businesses are now using animated explainer videos, because they bring all kind of benefits to any marketing campaign, such as increased conversion rate, click-through rate boost in their e-mails and bounce rate reduction on their websites. And on top of all these amazing assets, they are (as we already said) a great social media booster!
Too good to be true? Well, from a single explainer video on their landing page, Crazy Egg increased its conversion rate by 64%, generating an additional $21,000 dollars per month and getting nearly 40 thousand views on YouTube alone:
Nice, huh? But, the thing you need to remember is that not all explainer videos are created equal: there are videos with animated characters, or driven by motion graphics, also live-action recorded, some of them even- Wait a minute! Why are there so many different styles? Don’t they all work the same?
Well, it all depends on the kind of message you’d like to transmit to your potential customers, the type of product or service that you want to advertise, and (even more importantly) who your target audience is! It’s not an exact science, but choosing the right video style helps you explain your business idea better, easier and -most of the time- more effectively. Here’s a fun video made with advice on how and when to use each style:
Overall, you must bear in mind that the style of an explainer video directly affects your marketing campaign performance. But, let’s look at some real examples, taken from our explainer video eBook, which you can also check if you’d like.
If you’ve just watched the video above (You have, haven’t you?), you now know that if you own a B2C product or service and want to reach your audience with in emotional or humorous way, then a 2D character animation style is a great choice, because your potential customers can feel represented and can related to the problems the animated character is trying to solve, like the one on this explainer video over here. Isn’t it the cutest thing and irresistible at the same time? I double-dare you not to like it:
But, what if you have a complex service and want a more serious approach, while keeping it just as engaging? It’s motion graphics time! Watch how the visuals of a motion graphic explainer video simplify how the service works, making it so much easier to explain for a B2B marketing campaign like this one:
Imagine if you had to explain that service using text! If a picture is worth a thousand words, this 90-second video would need over 90,000!
So, what have we learned today? Every animated explainer video is great for your social media campaign, due to their incredible marketing benefits, but it’s always wise to know which is the best video style for your audience and product, in order to convey your message and achieve your marketing goals: overall, the wrong video style might not be so engaging and will, therefore, bring lower conversions… but the right one could make you convert like crazy!
If you want more information, there’s detailed explainer video data and even more advice on different video styles in our latest eBook “Explainer Videos: The Ultimate Marketing Tool.”