Why Every Website Should Have An Explainer Video
The only place where your business should go is ‘up’, and the best way to do that is through Explainer Videos. There is nothing like Explainer Videos to catch the attention of viewers because they usually are short videos that would explain your business in just 2-3 minutes. If you have a nice website, and a short, but reliable customer base, but would like to attract more traffic, then the best solution would be Explainers.
Video marketing has been a really popular scenario for several years now, and as people began to recognize the importance of generating videos for attracting more people, they began to shift towards creating videos and sharing them through emails and social media channels.
According to Nielson Research, Training and Consulting Group, the average user spends about 10-20 seconds on a site if they don’t find anything compelling or interesting enough. The first few seconds are so critical in a video, and if you are not able to generate their interest, the video becomes useless; it doesn’t serve its purpose.
Agreed that this is such a short time, so you cannot rely totally on text and graphics to capture interest. The first thing you have to establish is that you are different from your competitor, and the next thing to show them would be why they should use your services or buy from you. People will have no desire or the time to delve further unless you are able to hook them.
Reasons why video fares better than text
If you open Facebook and scroll down, you can see that most of the content posted in it are videos. This is because videos capture attention better than written content. The brain gets attracted to colours, sounds, movement and graphics, and 95% of the message will be retained in memory, as compared to 10% of written content.
Video is also popular because it contains certain other types of content as well, like text, links, music, photographs, podcasts and so on. This makes video the king of content, and the reason why ‘vlogging’ is so popular. According to predictions by Cisco, 80% of the content found online will be videos.
Helps in generating brand recall
There are so many brands around, how do you expect people to remember what you sell. It is just like reading 2-3 books one after the other, and then forgetting what was written in the first page in the first book. This situation usually happens with written content. On the other hand, with a video, the viewer has the tendency to retain 95% of the message, because it is something they have seen. Narrate in a story style, because it helps in brand recall better than the list-style content.
The definite attention grabber
The most difficult thing after creating an ad is to make people watch it, and respond to it. With a well-made video, the battle is half won. Movement attracts attention and is definitely much more effective than just text content. Online video ads are also much better than static banner ads.
Helps in driving more traffic to the website
Search engines love videos. Once you place videos on the landing pages of your website, you can drive organic traffic successfully. Place the video at a strategic point, so people will not miss it, but rather, would enjoy clicking. The search engines would accept inbound links of people when they like or share it, so that also helps in bringing more traffic. The bigger the number of inbound links (whenever people share your video or link to your webpage) in your page, the higher your position in Google ranking.
Videos can elicit response by generating an emotional connection. People enjoy sharing video content more than bland content because it is more fun-based, with sounds and movement adding to the interest. They share it because they like the information and the way it was made.
A well-made video is much better than an image
If ‘A picture is worth a 1000 words’, then the brain’s capacity to process visual information is 60,000 times faster. The human brain is hardwired to process visuals easier than retaining text-based content. This is because of the tendency to mental laziness and the realization that video is much easier to process and retain. Video helps you to connect to visual learners and auditory learners as well.
Not just supplements anymore
Videos are not used as supplements for text-based content marketing anymore. Companies, especially those in the B2C category, have begun to adopt videos because of its higher reach and engagement, and the B2B brands are going to follow suit, in a few month’s time.
Other interesting facts:
- Visitors spent 88% more time on a website that has explainers
- 65% of the audience are more likely to buy a product after they see videos of it
- Landing pages with videos enjoy conversion rate increase by 80%
- If you use the word ‘video’ in the subject line of email marketing, it will boost ‘open’ rates
- Many of the people watch videos on their mobiles and tablets, making it even popular
- Video has become the primary focus for both marketers and advertisers
- Video with analytics and automation and CRM systems are getting a boost
- Marketers have begun to focus on video advertising solutions, not just video content marketing solutions
- Explainers with less than one-minute duration enjoy the most popularity. It can even go up to 2 minutes
- depending on the complexity of the topic.
- Content will be more programmed, more personalized & interactive and more focused
Video marketing is the most effective ‘content format’ that you can have in your website. With a little bit of effort, you can create a video with attractive content, graphics, music and interesting narration, and this acts as the perfect cocktail to generate interest. If you are still wondering whether to take the plunge, don’t hesitate. Videos are not time-consuming, they are the most effective means to engage your audience.
Picture Source: Flickr.com/ Giessen/ Parliament
The author: Reema Oamkumar is engaged as a thought leader at www.Software-Developer-India.com which is a part of the YUHIRO Group. YUHIRO is a German-Indian enterprise which provides programmers to IT companies, agencies and IT departments.