March 19, 2015
Visual forms of communication is what our brains are hardwired to recognize. We are quick to visuals, motions and as we skim through pages of information, we are sure to endure the entire length of an explainer video. Over the past few years, we have seen many startups adopting the route of making an explainer video for their product or service, and getting it placed somewhere prominent making it easily accessible.
An effective explainer video is one which can efficiently convey the core concept of your product and make it less of an ad or sales pitch. While you can get one developed for anywhere between $3-30K, there are other options for bootstrapping your explainer videos by making a script and building it by using one of many available video editing software.
Why use Explanatory videos?
1. Simplify introducing your product/services
With the attention span of internet users on the decline, it has become even harder to hold the attention of visitors by simply placing text and images on a webpage. Visual content that is memorable and catchy simplifies the process of explaining what your startup does. The ‘What’s in it for me?’ statement for your target audience gets answered easily by making use of an explainer video. A message that is resonant and actionable will compel your visitors to learn more about your products and are more likely to subscribe to one of your premium services.
2. Improved Organic SEO and better Google results
YouTube ranks #2 in search engines and that just shows how popular videos are to Google. A much larger emphasis is given to better converting videos on the search engine, and having an introductory video for your startup would help you on the SEO fronts too. Videos are more likely to show up on the first page of a search result at Google, and having a thumbnail of your video snippet on the front page significantly improves your startup’s organic search rankings.
3. Increased chances of press coverage and virality
According to Jason Kincaid of Techcrunch, reporters are quite lazy when it comes to wading through loads of marketing material and learning about what a company really does. With an explainer video, in a few minutes these journalists can figure out the problem you are trying to solve and try to make better sense of it all. Videos that are resonant with the audience and are actionable are more likely to get shared by visitors on their social media platforms, opening up chances of making your startup go viral.
4. Increased Conversion Rates
According to Internet Retailer, people are more likely to buy a product after having seen the video. CrazyEgg reported to have a 64% increased conversions after making the shift to using an introductory video explaining what the company does. If you happen to provide multiple products or services, these videos will also help you in tracking which ones are more popular and have a better chance of converting visitors into customers. Another great example is that of Visual.ly, whose introduction video got them 80,000 signups even before the website went live.
5. Showcase your brand’s Culture and Personality
Videos can emotionally engage your visitors and the extremely controllable video presentation of your startup showcases your brand, its personality, and culture within a couple of minutes. The highly relatable explainer video keeps the visitor engaged leaving little to no time for distractions. Your mission and values go beyond what you are creating and it lets your visitor know more about the people behind these products.
I hope this article helped you understand the importance of visual content, especially videos, when it comes to startups trying to introduce themselves to masses.
Image credit: envato Studio
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