Do you know what an explanatory video exactly is? It is an animation that tells in a simple, entertaining and attractive way what your product, service, or idea consists of. A good explainer video poses a problem and then shows how you can solve it. They are a perfect addition to your video marketing strategy, as they do not require a large deployment of media to be done and you do not need a very high budget.
In this article, I tell you the process you can follow to create explainer videos if you haven’t done any yet. I will also tell you about its possible uses and its advantages. Do not miss it!
Uses of how-to videos
Not sure if you need to incorporate an explanatory video into your video marketing strategy? It is not an infallible formula, but it would be highly recommended to do them if, for example, you receive many questions from your users through forms or mail. Or if you have an FAQ section, if it receives a lot of visits. This could mean that your service is not entirely clear.
The best solution? An explanatory video that clarifies it in a very prominent place on your website. For example, one of the uses you can give to this type of content is to insert it on your landing page. This way, you are 80% more likely to convert, based on marketing statistics.
In this way, your users will know what you offer them from the beginning, and they will not have to waste time wondering. Are you launching a new product or service? Tell the world! If, for example, you are going to launch new software, you can make an explanatory video telling its functions, or even one that explains step by step how to use it, tutorial type.
The steps to make explanatory videos
You already know what explanatory videos are and the uses you can give them. Next, I bring you the nitty-gritty of the matter. How are they made?
Pre-production
Pre-production is the first step in creating an audiovisual piece, be it an animated marketing video or a Hollywood movie. It covers all the preparation that must be done previously. The objective of this phase is for you to clarify the structure of the video and the script.
Also, be very clear about the objective of your video from the beginning. Present a new product? Teach your employees how your company works? Whatever it is, always keep it in mind because the whole video will revolve around this concept. Is it the first time that you write a script of these characteristics? Do not worry. With the advice that I am going to give you, creating it will be a breeze. Keep in mind that every story is divided into three consecutive parts:
- Approach.
Applied to an explanatory video, the approach should expose a problem. It is the shortest part, and the goal is to grab the viewer’s attention and keep them watching our video.
- Knot.
This part should be the longest and contain the development of the video. Here, we should explain how we are going to solve the problem posed in the first point.
- Outcome.
The end of your explanatory video. Here, you say goodbye to your audience with a CTA (Call to Action or call to action), ensuring that your viewer knows what to do once the video ends. They may visit your website, like the video, buy your services or products . But don’t forget to include it, as you would be wasting a great opportunity if you didn’t.
Are you clear about the structure? You can start writing! When doing so, keep the following points in mind:
- Who presents and narrates the video. You, a client, someone anonymous?
- What problem are you going to solve? The problem may be that software is complex to use that your employees do not know how a certain internal process works, etc.
- What is your audience or target?
- How will you solve that problem?
- What will be the role of your business in the resolution?
- What do you want viewers to do after watching the video?
If you answer all these points in your video, you will have a complete explanatory video. Of course, before you start writing, keep in mind on which platform you are going to publish your video. If you want to share it on social media, make sure the sentences are short and direct.
Production
Now you can get down to work. There are countless tools you can use to produce an explanatory video, such as Moovly, Powtoon, Wideo, FlexClip, etc. These are just a few examples. Most of these programs are very intuitive and have templates that you can use to make your work easier.
Follow your storyboard and your script to create your explanatory videos and very soon, you will get great results. On the other hand, you will also need audio for your video. If you want it to be the best possible, take care that the quality and clarity of the sound is 10. In addition, you can add background music (not very loud) to make the video more enjoyable. Make sure the music is free to use to avoid copyright complaints.
Postproduction
Perfect! You already have your video and your audio. You just have to synchronize them so that the audio fully agrees with what you are watching. You can do it with a video editing tool like FlexClip explainer video maker. Check your how-to videos to make sure they are error-free.
Benefits and advantages of explanatory videos
Now that you know the steps to make explanatory videos, I am going to tell you the advantages of using this type of content for your video marketing strategy.
1. Decrease the bounce rate and benefit your SEO
If you have explanatory videos on your website, users are more likely to stay and watch them since it is more entertaining than text. Thus, users will stay longer on your website, which the Google algorithm welcomes to improve your SEO positioning.
2. Solve doubts
Explanatory videos explain your products or services much more clearly than a written explanation. Businesses are increasingly complex and cover more specialized niches. With so much variety, it is sometimes difficult to explain what they are. With an explanatory video, you offer a short, visual solution. Also, being an animation, the only limit is your imagination. You don’t have to stick to the laws of physics, for example, so it’s super easy to count what you want. You know what they say, a picture is worth a thousand words … well, imagine a video.
3. Increase your conversions
According to marketing statistics, it is proven that a video can increase your conversions by 80%. Incredible true? How-to videos grab the attention of potential customers and help them make up their minds.
4. Create a bond of trust with your customers
As we mentioned before, animated videos are a great example of neuromarketing. By generating emotional connections with viewers, a bond of trust will make your customers believe and trust more in your brand and your services. You will give them a feeling of closeness.
Conclusion
How-to videos are a perfect addition to your video marketing or content marketing strategy. Now you know how to make them! However, it may be the case that you want to have one of these videos, but you do not have enough time or you want a more professional result.
In that case, you can count on the services of an audiovisual production company that focuses on this type of explanatory video. Thus, you can relax knowing that your project is in good hands. Production companies have greater access to tools and technologies to create an incredible video.
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