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Explainer Videos, and How to Tell a Story!

Does your business use explainer videos? If not, you’re certainly missing out on a great opportunity of generating more leads and revenues. Crazy Egg, a popular heat map tool, uses an explainer video which generates them an extra $21,000 every month. Since an explainer video is a communication goldmine, it’s proven to quickly boost the rate of conversion. You’ll find plenty of explainer videos on the web, usually presented on a business website’s homepage or landing page.

Not just big brands but even start-ups and lesser-known companies use explainer videos as an effective conversion-booster tool.

Here’s an example of a good explainer video -

Created by Mint, an online personal financial management service, the video is one of the most cited explainer videos of all times.

What’s an Explainer Video?

Usually 2-3 minutes in length, an explainer video is an enjoyable, informative piece of video content that helps businesses introduce themselves, explain what they have to offer and tell the audience how to solve a specific problem. With the information that explainer videos present, they ultimately help consumers make a purchase decision. In the modern era of content marketing, an explainer video gives online marketers another excellent opportunity to get their content out there to the target audience. Explainer videos are becoming more and more popular because they employ the time-tested audio-visual technique to influence and engage.

Explainer videos are of different types. They can be animated (2D or 3D), digital drawings or live action. If you have an upcoming project and are planning to create an explainer video, you should pick a type based on your specific marketing goals and budgetary considerations.

Check out these key conversion statistics -

> Work.com (previously Rypple), a social performance management platform owned by Salesforce, recently featured an explainer video on their homepage and increased the rate of conversion by 20%.

> Through an explainer video on its homepage, Dropbox increased conversion rates over 10%, while the video being viewed 750,000 times in one month alone. [The 10% growth in conversion resulted in several thousand extra sign ups per day.]

> Visual.ly generated more than 80,000 signups from an explainer video on its LaunchRock page – months before the company actually went live.

Explainer videos can increase the rate of conversion as much as up to 40%. Products that come along with explainer videos attract the consumers’ attention easily and quickly. With well-produced animated or live action explainer videos, you can successfully achieve an array of goals – create brand awareness, draw in new customers, get repeat business, secure funding, stimulate hyper growth.

Storytelling in Explainer Videos

There are multiple key elements that go into the making of an explainer video. But the most important element, without a doubt, is – the story. It’s the story which lays the foundation of an explainer video. The more powerful the story, the stronger the impact of the explainer video on the audience!

Humans are addicted to stories. They’ll easily remember a good story, even if they heard it months or years back. If you want your explainer videos to stick into the memories of consumers for a long time, you should always incorporate the technique of storytelling. For online marketers, stories are as important as what they’re selling. Once you’ve come up with a good story for your business, you can lend it a long life through an explainer video. The video will always be there for prospects to watch, get entertained and retain the information they need to make a purchase decision. In an age when people are literally drowning in a sea of information, stories can quickly help you rise above the clutter and create a deeper, intimate bond.

Given below is a quick three-step process for telling a good story in an explainer video you create to fuel business growth.

1. Introduce the Protagonist
This is where you need to begin – Who’s going to be the principal character in your explainer video? The main character or the protagonist should be someone who your target audience can quickly identify with. To be able to successfully discover this character – the marketing persona – you should gather good knowledge about the demographics of your target audience.

On the basis of what your ideal marketing persona looks like, you’ll be able to easily choose a suitable voiceover (male or female), a matching soundtrack and the right tone for the explainer video.

2. Put the Protagonist into Trouble
After you’ve introduced the protagonist, it’s time to put that character into stress or trouble. That’s where the story starts to pique interest, and your audience begins identifying themselves with the protagonist character. The stress or trouble that you talk about should be something that your product or service (for which you’ve created the explainer video) can resolve.

In any case, you should be able to carefully articulate the problem that the protagonist is struggling with. You may also sometimes want to use an antagonist character to explain the problem in a clear light.

3. Release the Protagonist
Finally, you need to help the protagonist out by offering a solution. Show how your product or service is a surefire answer to the problem. This is the time to really show off your product or service. Make sure you explain really well how the product or service you deal with will resolve the conflict.

Once the storytelling part is over, you should be ready to tell the viewers what to do next. Whether you want them to sign up for your service or buy a product you sell, include that call-to-action in the explainer video. You can also answer a question or address an important concern that prospects may have, along with showing some proof elements to create trust.

Bonus Tips
At what speed will you tell the story? Well, keeping it between 125-150 words per minute is advisable. It’s important to allow viewers to effortlessly absorb what you’re saying so that they can understand and retain the information. You may need to lower the number of words delivered per minute even more if your explainer video revolves around a technical topic or subject.

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