Assume there are three videos.
The 1st video is a 5 minute video of a frog leaping from one leaf to another, from the ground to the pond, from branches inside a log hole, etc.
Likewise, the 2nd video is the same one but with a cinematic violin sound in the background.
Finally, the 3rd video is also the same video as the 1st video, but it has a cinematic violin sound in the background along with an explanation that explains every move of the frog, bit by bit. For example, when a frog leaped from a leaf to another the video explanation says ” This wonderful little frog just spotted an insect on a leaf in front its’ eyes, hence it took the leap.”
The question is which one do you prefer watching to the fullest? Although not the entire video, we are pretty sure you will watch the 3rd video with explanation for the longest! Why? Well, because humans love watching explainer videos. Something that sparks and lubricates the curiosity further!
In the simplest term explainer videos are those videos that explain the audience some type of concept, message, information, teaching or fact in a fun and interactive way. Videos on Facebook, Instagram, TikTok, Youtube and other social media platforms that explain concepts are all explainer videos.
A dentist sharing plenty of information revolving around oral health through his videos is are explainer video. Similarly, a car enthusiast releasing a series of videos on how to take the best care of one’s cars is another explainer videos. Such videos are destined to garner a high amount of views, interaction, engagement, and overall watch time. In today’s article, we will discuss how digital marketing with explainer videos wins!
Trending Forms Of Content Used In Digital Marketing/ Social Media Marketing
The most prominent form of marketing in digital cosmos is social media marketing. And having said that, certain types of content are highly preferred as they bring in the highest impacts. Let’s discuss a few heavy hitters in this niche:
a) Explainer Videos
Ads are flexible and by this I mean the ability to slide in anywhere. Whether it is during starting, ending or middle of YouTube video and shorts, Instagram reels and stories, Facebook feed, In app promotions or a visit to any website, ads are always present.
In those ads, you might have surely seen explainer videos such as those of Grammarly, GoDaddy, and InstaDoodle. These videos are mostly in explainer form, meaning the features, ease of use, offers, what people had to say, testimonials, and even cashback are explained in a sequential order, almost like a story! Isn’t it so?
This is what makes these videos truly powerful: the element of explanation! These explanations either solve problems, educate on a fresh concept, take an individual from point A of knowledge to a better knowledge base at Point B, provide an irresistible offer, or just entertain the curious mind. Either way, something is taking place, unlike random images with texts and graphics or videos with boring texts.
b) Static Image
The most classic and highly exploited form of content in social media marketing is static images. Static images are popular since they are relatively faster and easier to generate in comparison to videos or any other type of content.
Static images have all details embedded there and then in a single frame. This means humans don’t need to wait for a long time to gather the entire gist of the static. Unlike a video, which explains the message second by second in a lengthy manner.
There a good news! After spending millions in ads and understanding the core fundamentals of which types of static images convert best, providers like Kandyforscale provide 100+ pre-tested, industry-leading leading readymade static ad templates to help you maximize RIO. Be sure to check them out!
c) Carousels
Creatives that slide from right to left and vice versa on clicking the swipe arrow or using fingers to swipe, conveying different components of a product broken down into different slides having different content about the same product, are carousels.
Carousels have been a trendy force in marketing for an everlasting time! From Gen Z’s platform of Pinterest to Millennials’ platform of LinkedIn, carousel images are widely deployed to convey interconnected aspects during advertising without having to spend on a lengthy video.
As an example, a licensed e-commerce company sells Stanley Cups on behalf of Stanley. They want to showcase everything the cup is special about. All this without congestion, which static image brings, or the hassle of long-form videos to educate.
So, what do they do? ……..
Use carousels. Yes, use carousels! The first image can have the striking offer of 30% off with a Stanley Cup. The second image can represent the features like the material used, storage capacity, durability, designs, and much more. The third slide can have images of celebrities using the cup. Brilliant, isn’t it?
Carousels really are very enticing and clever way to market if done right.
d) Newsletters And Video Sales Letters
What is the point of newspapers? They convey previous happenings, current news, and future concepts to readers! The intention is to keep people updated and informed. Similarly, Newsletters are designed to provide subscribers or potential customers, the ins and outs of the business. These newsletters are distributed mainly through emails or on websites, too.
This is done to provide certain news to a specific audience for a particular gain. The better the customers are educated about the past, present, and future of the company, the higher the aspect of familiarity. For example, if Calvin Klein is launching its new line of perfumes a month from now, newsletters help convey that message to viewers along with other such plans, present context, or recent happenings.
Newsletters do 3 jobs in a single arrow
- Builds familiarity and trust
- Maximizes Sales
- Maintains transparency with a company’s achievements, important news and future ambitions
Likewise, a video sales letter is a sales pitch delivered through videos. The goal is influencing audience to purchase a product or a service. Generally, the owner, head, manager of even employees of a company show their faces and talk openly about their products in a product explainer video format. The present of an actual human explaining makes it easier to sell.
One can find these Video Sales Letter (VSL) when visiting a website or through a paid form of ad. Either way VSL hooks audience, explains the deliverables and does the job of brining clients easily.
Why Digital Marketing With Explainer Videos Wins?
Amongst all trending and highly converting forms of content, why explainer videos take a front seat? Let’s educate ourselves:
a) Capitalizes Limited Human Attention Span
Human attention span has droughted to barely 8 seconds in a single concentration session. This mean you have 8 seconds to either hook peoples attention spans and elongate it or get the viewers bored and swipe away as soon as the video starts.
Static images are mostly organic creatives, meaning lengthy concepts can’t be explained, standing no chance for hooking audience. Carousels require manual swipe and text reading, cutting off attention soon. Plain videos without voice or explanation would feel blatantly boring getting a quick attention diversion instantly.
So, what is the best bet? Well, explainer videos come in as a clutch! If an explainer video speaks words that hook attention from the very first second, the 8-second mark gets touched easily. And if the video speaks a powerful storytelling, or people hooking information, the video gets high watch time, higher RIO, better CPC, all along a win-win situation!
An example is the world’s 7th-best animated explainer video ad of all time, “Rosco Labs by Demoflick“. On social media, this video managed to grab attention really well, with spot-on information on what a group of people wanted, the type of message from the earliest second the video started. This sparks curiosity!
b) Solves Problem
Explainer videos have a USP, no one actively speaks about. The ability to solve a problem through the vocals in the video.
For example, when a company is running an explainer video ad talking about how their email marketing service helps achieve better inbox placement, a company struggling with email will now have its problem solved. Either through the teaching from the video or active contact with the service provider and taking their service.
In a similar body of context, explainer videos aren’t always about service selling. Sometimes they are also about value and trust building. If a celebrated pastry house created an explainer video on how to never burn cakes while baking using their secret technique, this is a general problem solved for lots of people.
This way, even fresh cold leads now trust the pastry house and have the potential to become warm leads who actually buy or advocate. Clever marketing is done with a simple video that is again an explanatory magic! Exciting to the spine, isn’t it?
c) Shows Them How Something Can Be Done In A Better Way
Market and people constantly evolve with the shift, rise, and expansion of a dynamic entrepreneurial environment! Current techniques might not always result in the best, especially with the birth of new technologies and innovations, each passing day.
If a real estate company used the strategy of joining groups on Facebook to get leads and clients, this might be time-consuming and high-effort oriented. In such a case as mentioned above, if a meta ads service provider is able to break the 8-second barrier, grab their attention and show them how meta ads could help them get leads faster, better, and cheaper, Bingo, they bag a deal!
The video showed how the same act of lead-gen can be done in a better way instead of group joining.
d) Takes Them From Point A To B
When a clueless company sees the video on how creating a client acquisition funnel cuts the costs of manual client onboarding, this is called a phenomenon, of reaching point B from A.
Either the company could have heard of funnels but simply never knew the massive impact or the company simply doesn’t know about funnels. Either way, an explainer video takes them from point A(less efficient state) to point B(efficient state with acquisition funnel implementation).
This is undoubtedly a strong way to execute digital marketing with explainer videos by improving people state from better to best.
How To Make Explainer Videos More Effective For Digital Marketing
- Stunning visuals along side explainer video AI or along side voice and explanation
- Psychological play with emotion driving scenes, heart touching tunes and music, relatable scenario portyal
- Trending hooks to begin with followed by engaging body and CTA enriched conclusion
- Trying to keep video length as short as possible without compromising message deliverability
- Studying best performing video campaings
- A/B testing explainer videos in a limited budget to find a winning one while also running qualitative surveys over the video
- Adding a free resource nearing the end before CTA can help land even better conversions
- Storytelling at its best with properly matched lip sync for characters and people
- Using platforms like Explainly, HeyGen, and Midjourney to generate instant AI explainer videos
Final Words
In the ever-changing realm of digital marketing, attracting is no longer enough; it is necessary to retain the attention, appeal to the attention, and incite it. As far as the content formats are concerned, explainer videos turn out to be the undisputable leader.
They are not only displayed, but they also talk, educate, address problems, and lead. To explain to an audience, to solve a real-life problem, to bring a potential customer to a point of confusion, and get them to a point of understanding, explainer videos have time and again shown much more engagement, watching time, and resulting in a number of conversions.
With the span of human attention becoming shorter and digital competition increasing, the winners will be the brands that can explain most effectively. Even b2b explainer videos are effective in case you want to make your b2b marketing visible and useful. Simply make it explain!
Signing off on a note and hoping that you have devoured all necessary knowledge on Digital Marketing with explainer videos to chase and grab your next big goal.
FAQ’s
A) What is an explainer video in marketing?
Explainer videos are those videos that explain to the audience some type of concept, message, information, teaching, or fact in a fun and interactive way.
B) What are the 7 C’s of digital marketing?
The 7 C’s of digital marketing are Customer, Content, Context, Community, Convenience, Cohesion, and Conversion.
C) Examples Of Great Explainer videos
a) Crazy Egg by Demo Duck
b) KeyCard by YansMedia
c) Deliverr by Mypromovideos
d) Stackpulse by Deep Sky
e) Netcore RAMAN AI by Mypromovideos