One of the prime visual mediums for enticing customers is through the use of an explainer video. Explainer videos are like elevator pitches for your product. Think of how you can capture your potential client with one of these videos and then you have their attention for much longer and more in-depth presentations. There is a lot of research about the effectiveness and popularity of video for sales and marketing out there. But why and how are videos useful in marketing?
A video in itself possesses certain qualities to be useful. Make this video longer and more informative and these qualities become even more critical. Marketing videos should really be cost-effective, concise, clean, compelling, and creative. Because when you have these elements, your customers crave your product more. Videos give you an opportunity to express the values of the brand: pushing the limit, precision, expertise of your product.
1. Cost-effective
This is important because you don’t want to break the bank. But you also want professional and quality work to bring your design or product to the forefront.
Consider these eye-opening video marketing stats, according to Brainshark:
- Pop a video into an email = boost opening rates by 20%
- Over half of marketing pros consider video the best Return on Investment (ROI)
- Pop the word video into the email subject line = click rates jump 65%
- 65% of video viewers dedicate themselves to watching at least 3/4 of a video
2. Concise
Being concise is more of choosing your words and images carefully, rather than just using less words and being quick. Choose quality over quantity. Answer your viewer’s questions and teach them something too! Videos are effective because they build relationships: “When your target audience finds the content you’re producing genuinely helpful, you’ve begun earning their trust. And once you’ve started that process, you’ve created a strong link to your business or brand.”
3. Clean
Creating a clean video is important to marketing. A clean video means it is more likely to get reviewed and reviewed again, and passed on to others. Clean videos increase purchase rates too. 64% more viewers opt to make a purchase when a video is seen online. Videos in e-mail also increase click-through rate too. YouTube, e-mail, landing pages, and more compel viewers to take steps toward acquiring the product. And this is all because they were able to see it in detail and in action in a video.
4. Compelling
This is where your content will really stand out. Incorporating 3D graphics, showing a product from the inside out, having photorealistic animation, and just showing rather than telling (i.e. explicitly demonstrating the how, why and what of your product) make the difference. If you produce content that offer customers value, they will return. If you build it (and make it look really cool), they will come…and come back again.
5. Creative
This has to be the most important reason that videos do well in the marketing arena. Be different in the way that you present your product and it will stand out. A modern clean approach lets potential customers see the product they want to buy before they buy and not merely in a boring flat image. Movement, design and depth will allow you to offer customers more dramatic visual results.
6. Increase Your Brand’s Awareness
Using videos to sell your product updates your image and brand. Research shows that consumers remember the videos they see (after all 74% of all internet traffic in 2017 will be video); and a majority use them in their decision to purchase. Videos are effective. They increase sales and build an awareness for a company. Not all videos entice consumers though. Consider creating videos that are professional-looking, concise and call to action the viewer to take advantage of this opportunity.
About the Author :
Jason Yana has 2 decades of experience in architectural technology, 3d graphics and construction marketing. This unique combination provides highly-effective visual representations of building products that fuel marketing and support efforts.
His award-winning body of work informs, inspires and educates building product customers.