There's a huge trend to use corporate explainer videos these days.
Nobody is sure who created the first explainer video. Once they began appearing in 2008 their popularity really took off. And today, they’ve become a staple of corporate communication. Whether you’re looking to showcase a new product, explain how something works or simply convey information, they are one of the best forms of communication.
The general, overarching reason for the popularity of corporate explainer videos is simple: People’s attention span is about 8 seconds long. If you don’t capture their attention in that time frame, you’ve lost the viewer. If you've worked in the corporate world, you might remember sitting through slide shows with nothing but type on a screen. It was often accompanied by a voice-over that seemed to intentionally put viewers to sleep. Thanks to explainer videos, that’s all changed. Because whether they’re used to inform, educate or entertain viewers, they work!
Today, they include sophisticated animation, often with unique characters, engaging music, and professional voice talent. Explainer videos are engaging, educational and entertaining. And they continue their amazing growth in popularity. At 73%, explainer videos are the most created type of corporate video in use. So, let’s take a closer look at the reasons behind their meteoric rise in popularity.
Top Reason #1: Corporate Explainer Videos Are a Great Way to Showcase Your Brand’s Personality
A corporate explainer video is a terrific way for viewers to see your brand’s personality. Whether you’re using animated characters or live actors, explainer videos engage your audience and allow you to convey your brand’s overall personality in a unique way.
Unlike text or a simple voiceover with visuals, explainer videos give you the opportunity to humanize your company. They provide an engaging introduction to your product or service. More importantly, they allow you to build rapport with potential customers. And they lay the foundation for trust and credibility. Both of which are key components of any B2B or B2C relationship.
In addition to showcasing your brand’s personality, corporate explainer videos also let you explain your product or service in easily understandable ways. That’s because instead of simply telling viewers, you’re able to show them what a product does or how it works. You can also show them what makes your company unique.
Below is an example of an animated corporate explainer video that we created for our own website.
Notice the humor and the fun tone. That represents us! But we also talk about the quality we provide, and the things that make us different as a company.
Top Reason #2: Corporate Explainer Videos Keep Your Audience Engaged
Compared to almost all other marketing tools, corporate explainer videos work to grab people’s attention. Plus, they keep your viewer’s attention engaged. More importantly, they work. According to one survey conducted by Video Rascal, 85% of people were more likely to purchase a product if they saw an accompanying explainer video.
Ok, so how do corporate explainer videos hold your viewer’s attention? By using engaging visuals, motion, music, animation and/or live actors, and voice overs to tell a clear and concise story about your product or service. Whether you’re showing viewers how to do something, or showing them how a product works, the key is “clear and concise” storytelling. Often, it’s done in less than 90 seconds. And telling your story in a short amount of time is what explainer videos do best.
At our company, Ball Media Innovations, we use a variety of production techniques to grab and hold the viewer’s attention. It could be a custom animated character, or a professional on-camera actor telling the story. It could also be a combination of the two.
Here's a video sample that's completely different. It's a corporate explainer video that introduces a service using a combination of stock footage and screen shots. That makes this video very cost effective. There was no need to shoot video from scracth.
Top Reason #3; Corporate Explainer Videos Help Improve Your SEO
Improving search engine rankings is one of the key reasons why corporate explainer videos have skyrocketed in popularity. Search engine rankings are based on a variety of factors. This includes page content, which is the most important to user engagement. With Google, content is judged by how well it provides valuable and unique insights to a specific topic. What’s most important is to have content that covers a topic in depth. When you look at corporate explainer vices, that’s exactly what they’re designed to do. They also look at the length of the content. In all these areas, explainer videos can shine.
Here’s something else to consider. Explainer videos are featured in search engines. So, if you optimize your video for YouTube, for example, it’s also optimized for Google as well. You can also include a link back to your website from your Youtube video, which helps your site rank.
Videos are fun, and explainer videos let you be as creative as you want to be. Many companies and organizations use explainer videos to boost their website’s visitation rate. Another point is that explainer videos are often shorter than 2 minutes. This helps with search engines, because they favor videos that keep viewers entertained, and that don't lose viewers part way through. Having viewers click out of a video before it’s finished doesn’t help with rankings as much as it could if they don't leave.
Top Reason #4: Corporate Explainer Videos Can Be Used Everywhere
Many businesses think that their corporate explainer video is designed to be used on their website. While it can be on the homepage, the beauty of an explainer video is that it can be used just about anywhere. It all depends on your marketing plan and objectives.
There are many types of social media channels where a corporate explainer video can be placed. For example, if your company has a Facebook, LinkedIn, or Twitter page, simply pin the video at the top of your company profile to provide new viewers an intro to your company and what it has to offer. Or you can place product and service introduction videos in your social media feeds. If you have a YouTube channel, you can post your video there and link it to your various social media accounts.
Just remember, it doesn’t have to stop there. For example, you can use the explainer video at trade shows to demonstrate how a specific product works. It will attract attention to your booth, and engage the viewer. Or you can show a video that provides an overview of your company with the same results. Plus, you can share the explainer video with prospective clients by linking it in your emails, calendar invitations and in many other kinds of marketing efforts.
Take a look at another corporate explainer video that was made soley from stock footage.
This high energy video has been used on the website of the client.
Top Reason #5: Corporate Explainer Videos Boost Your Conversion Rates
Corporate explainer videos can be compelling. They can move a viewer to action. That's in part because they let you increase the viewer’s level of understanding of product or service features and benefits. They also provide an opportunity to show how your product or service can solve a specific problem. The more people understand a particular product or service, the more likely they are to buy.
Another way to acheive higher conversion rates is to use your corporate explainer video to preemptively answer viewer’s questions. This will help to clarify details about your product or service. Doing this will help you reach those who are genuinely interested in the solutions you have to offer. And that can work to generate increased interest in your product or service. Naturally, this can lead to increased conversion rates. In fact, one report shows that 73% of consumers are more likely to make a purchase after watching a video about the product.
Increased conversion rates are just one benefit of corporate explainer videos. They also help keep viewers on web pages longer and increase click throughs significantly. Considering the results they produce, having an explainer video simply makes good business sense.
Check out this animated corporate explainer video that was used in a presentation to land a large account:
Ready to Create Your Corporate Explainer Video?
I’ve tried to showcase the top reasons corporate explainer videos are so popular with businesses. But there are many others, and I’d be happy to share them with you. At Ball Media Innovations, we’ve produced many different types of explainer videos for a wide variety of companies. I would welcome the opportunity to share them with you, and I’d also be happy to provide you with a cost estimate on your explainer video - with no obligation of course! Learn more about our explainer video production company or click on the button below to contact us and get things started.
Learn more about our professional video editing services here, or click on the button below to get things rolling.
Greg Ball, President and Professional Freelance Video EditorAbout the Author & His Company: Greg Ball, is President of Ball Media Innovations, Inc. Prior to starting the company, he ran the Burger King World Headquarters video operation. Greg founded Ball Media as a Miami video production company in 2002. He eventually expanded services to also become an Orlando video production company. Greg directs shows in both locations, as well as nationally, with crews throughout the country.
Ball Media Innovations specializes in producing videos for businesses as well as the medical community. This includes web videos, marketing and training videos, social media videos, convention, conference, and trade show videos.
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