They haven’t been around for that long, but they have quickly become one of the most favorite marketing tools for every kind of business, from consolidated online companies to fresh startups. Yes, we’re talking about animated explainer videos, such as this neat one over here:
These marketing videos can be made in different styles and, no matter which one you prefer, they’ll instantly catch the viewer’s attention. But the best thing about them is that with a few wise adjustments, you can make them even more engaging!
Here’s some expert advice on how to quickly grab your audience’s attention with one of these marketing videos:
1. Place it Above the Fold
This is perhaps the most important advice: it’s vital to place your video above the fold on your landing page. Many websites tend to place them elsewhere, like in the “about” section or even below a bunch of other pieces of content. But that’s a huge mistake.
In order for your video to really reach its highest potential, your animated marketing video has to be upwards on your website. Your video should be the first thing people see when they enter your site so it can quickly grab and hold their attention.
Above-the-fold landing page explainer videos increase website’s average visit time from 8 seconds to 2 minutes, helping your SEO strategy (search engine optimization) and allowing you to explain your product or service in a matter of seconds, capturing all those potential customers that would drop off if they find themselves with a long and boring text instead.
2. Wise thumbnail selection
Thumbnails are still images that work as preview for your YouTube video. They’re powerful marketing and SEO elements so you should choose them wisely.
Here are some thumbnail samples from our video "What's the best explainer video style for your business":
Bear in mind that the right thumbnail will invite more people to watch your video, but the wrong one could give you an opposite result.
Consider these tips when selecting your very own thumbnail:
● If it’s misleading, it can cause audience view drop-offs!
● Use a high-resolution image, otherwise your video will be perceived as low quality and people won’t click on it.
● Make sure your thumbnail looks great everywhere, so check its responsive performance on different devices (PCs, Macs, smartphones, tablets, etc).
● The foreground must stand out from the background. You only have a few seconds to catch your audience's attention and you’re competing with many other tiny images on YouTube, so keep it bright and simple to make sure you’ll get a click!
3. Make it fully custom!
You certainly need the audience to get your message in order to increase sales, but to make that happen, you first have to grab their attention. One of the best ways of doing it is by fully customizing your animated video.
Here's a fine custom-made example from our best explainer videos:
The prior things to tailor are characters. Use lovable animated characters that aren’t just great-looking, but also represent your target audience. Make them look like your audience, have their same age or job if you want, but the key thing here is to make your characters stand for your potential customers and deal with their same problems. With this action, the viewers will immediately identify with your brand and build an emotional bond towards it.
But don’t just customize the animated characters; tailor your storyline, the animation design, even the music and sound effects for them; like this, your audience will feel the video was especially made for them, which is great in order to grab and hold their attention!
4. Focus only on your target audience
Another way of effectively grabbing and holding your target audience’s attention is by telling a story they’d like to hear. This means that you have to focus on your audience and their problems all along. Your video’s storyline should also be exclusively about them instead of your brand’s features.
In your animated video script, the main thing you have to include is the problem your potential customers have.
Only after outlining the problem comes the time to mention your brand for the very first time, revealing yourself as the savior of the day. Tell your audience how you could solve their problem and why they should choose you among the competition.
Remember, it’s all about your audience in a marketing video. When a story is all about them, they will surely pay attention to it and care enough to watch it all the way through to the end!
5. Share it everywhere!
At this point, you’ve already learned how to get the attention your brand needs with an animated marketing video, and this means the time to make your audience share it has arrived!
It’s important, for greater effectiveness, that you place your video everywhere you can, meaning social media, YouTube, your landing page, and so on.
If you place your video on your brand’s website it will probably turn into your letter of representation, and be the first thing your potential customers notice on your landing page (we’ve discussed this practice in the first point); and this is exactly what we want, so don’t hide it!
YouTube is another awesome place to upload your animated marketing video to; it’s not only the 2nd largest search engine in the world, but also the 3rd biggest social network. If you use a wise SEO strategy, like the one we thoroughly outline in our free eBook “How to Rank #1 on YouTube”, you will certainly increase your website traffic and lead those visitors to conversions.
Besides, there’s the mighty Facebook and Twitter. Both social networks have doubled their video marketing efforts recently and are great places to host and share your video to get people’s attention all over the web. If you’re interested, read about Facebook’s latest announcements and Twitter’s brand-new native video services.
Also, you should place your video in your own blog posts and even on other people’s blogs. The more traffic you can get, the better it will be for your sales!
Just remember; your audience is always the most important thing, so talk about them, keep them entertained and make wise use out of our expert tricks on thumbnails and wise online sharing. With all of these tips, your animated marketing video will instantly grab and hold the audience’s attention you need to increase your online presence and sales.
To learn even more video marketing tips and tricks, go to our Explainer Video Academy where you’ll find our free eBooks and infographics ready to download. Or else keep browsing our blog to get the best explainer video production tips around.