The perfect Explainer video for your website: Do's & Dont's
In 2020, having a static 'text only' website is no longer viable.
In today's market place, people expect engaging, dynamic and innovative content whilst browsing a potential product or service. Naturally, most businesses turn to video content to achieve this.
Out of the many different styles of video out there, well-made explainer videos are one of the most effective in terms of delivering meaningful and compelling experiences. Helping brands to increase traffic, generate new leads, and improve conversions.
However, having a high end explainer video comes with the responsibility place in in the right conditions in order for you to maximise its value.
The perfect location for your video
Your homepage can be the first point of contact that your potential customers will have with your company. It is where they will learn more about you and your product; to see if your solution is the solution they are looking for. And to understand if you are a reliable, professional, useful, and even entertaining brand!
Also, having a homepage video can also help you keep your visitors stay longer on your site. From an SEO standpoint, Google uses on-page session time and bounce rate as a ranking factor.
2. Dedicated Landing Page
Sometimes you need to get proactive and bring the customers to you rather than focusing on reaching out to them. That’s what a landing page is for: funneling visitors to a page that’s purposely designed to convert those visitors into leads.
Placing the right explainer video on your landing pages can help you get your message across more effectively, advertise your product or service, and persuade visitors to take action.
3. Blog Posts
To enhance your brand’s core message, each piece of content you develop should work in tandem with the rest. One of the easiest ways to capitalize on your marketing efforts after producing an explainer is by adding them as media to enhance your blog posts.
When you write useful articles, you are sharing knowledge with curious prospects, which helps you foster trust in your brand and build more solid relationships. Adding awesome videos to accompany and enhance your information makes those posts even more appealing!
The great thing about embedding video in your articles is it provides useful context and enriches your ideas. Helping readers to have a better understanding of what you do, how experienced you are, and how original your solutions can be.
Explainer Videos on Your Website – Do’s
Prioritize Value Propositions
Have you ever checked a website to learn more about a product, and after a couple of minutes, you click away completely frustrated because you couldn’t find a proper answer? I know I have!
Online, people need to answer their questions as quickly as possible, especially when they are being introduced to a brand for the very first time.
Never make your prospects waste time digging through long and confusing texts when it comes to explaining why and how you can help them. Using a cool, engaging, and short explainer video to highlight your key benefits in a way that resonates with them is, evidently, a great alternative.
How are you going to make their lives easier? Why is your product the best solution out there? Why should they trust you? Explainer videos are designed to address these questions quickly and efficiently.
Below is an example of an explainer video we developed for a client that needed a solution to clearly explain their idea in short video form.
Autoplay & Muteplay
Autoplaying videos can provide a website with immediacy and dynamism, helping the viewer quickly get your business idea without even needing to click.
Here's a few tips you can follow to implement autoplay without interfering with an audiences day too much:
Keep your video short, simple, and eye-catching.
Try not to show too much motion and fast transitions that might distract or confuse new visitors!
Disable your video’s sound or make it sound-optional – Let the person decide!
You can try using a looping movement from your video as a “preview” of what’s to come if the visitor hits the pay button.
As obvious as it may sound: if you invested time and money on developing a gorgeous, high-quality explainer video, don’t hide it!
Explainers are designed to quickly illustrate a message in a way that resonates with its intended target audience’s pain points. Making them a great way to connect with prospects and help them understand how a specific solution can make their lives easier. And all that potential is lost if you bury them in a forgotten corner of your site.
That said, do keep in mind that if you want to keep the focus on your piece, you will probably have to adjust or balance some other elements on your page.
Explainer Videos on Your Website – Don’ts
Don’t Set Too Many Goals
This is pretty standard but still very important to remark: Identify a singular goal you want to achieve by adding an explainer video to your website and work towards that.
Do you want to use your explainer video to rank better? Are you trying to increase your conversions? Do you need to improve your online presence? Are you using it to help prospects understand better your product or service? Do you want to build consumer trust?
By setting clear objectives, you will be more prepared to measure your video’s overall performance on your site. It will also help you understand what you should modify or change to improve your next video marketing strategy.
Inevitably, great video content on your site will help in many different ways. But keeping your focus on a primary goal will help you test, measure, and tweak for effective much more easily and consistently.
Even though your explainer video should be in the centre of the stage, your copy still is an important backup dancer! One that’s going to help complement and enhance your piece.
Basically, text guides your visitors through your website, helping them scan your page more quickly and understand what to expect in each section. Choose the most relevant information and place it on the first few paragraphs, headers, subtitles, and bulleted lists!
Moreover, keep in mind that great copy helps you improve your site from an SEO perspective. Writing persuasive copy with the appropriate keywords, alongside a powerful CTA is a killer formula to get the most out of your video!
Pro Tip: When in doubt, don’t make it too complicated or get super technical. Keep your sentences short, simple, reader-friendly, and accessible!
The Explainer Video Experience
We are constantly bombarded with a never-ending flow of content, notifications, and alerts. So, to catch your prospects’ attention, it’s necessary to create positive and memorable experiences. At the very least!
Explainer videos can help businesses’ websites to make a fantastic impression and stand out from the competition. Providing prospects all the information they need to fully understand a brand’s value proposition while keeping it engaging and entertaining.
So, if you are thinking about creating an explainer video to add to your website, keep these tips, do’s, and don’ts close to you. They can help you craft a great experience, one that will make all the difference for your business and, above all, your future customers!
If you need any help to develop your next explainer video, we would love to hear about your idea!