“The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon”- Brandon Sanderson
People love watching films as every film has a story to tell, a story which people can believe and a story which entertains them. Marketers use the same idea to create explainer videos to have people hear their message. The message can vary depending upon the needs of the company but a good story must have a clear message relevant to the target audience besides engaging them.
Most of the time, marketers want to use multiple videos to interact with the consumer, which I feel is definitely a great option provided you are getting good response. Prefer using A/B testing to know what kind of videos work best for your audience. Use video metrics to know the effectiveness of your content. Video metrics like play rate, player load time, play-through rate, keyword effectiveness play an important role to find out the effectiveness of your video.
On the contrary, there are many explainer videos with good scripts that float online without grabbing the attention of the viewers. Such videos are lost in the crowd as they fail to create an impact. Besides having a good script, there are many other components that add sheen to your videos. Having good animation, drawings, music effects and voice over are important for a good presentation. This brings us to the point that the production of explainer videos must be given to a professional production. There is a lot at stake. While a good video increases awareness and conversion rate, a bad video may deform your brand image.
Use quick transitions and interesting visual movements to keep the customers engaged. After watching a compelling video, 80% of the visitors look for more information on your website. Moreover, a shorter video is easy to remember without confusing the audience with too much information.
Do not place static facts and figures in your video. Use animation or transition effects if you really wish to place it. Avoid using infographics as it crams the screen space. Your video should not look like a boring power point presentation. Keep it dynamic throughout the play time.
To create awareness, introduce a problem which your target customers face and how your product is the perfect solution for their problem. Ask them to subscribe to your emails and follow social media profiles. To educate, you need to share added benefits of your product. New customers have a lot of doubts in their mind; answer all their queries to win their trust.
Offer them value for money. And finally, you make a video to persuade your informed customers so that they just pick-up your product without delay. This is the time to introduce call-to-action buttons like links to your e-store. So, when you know your objective clearly, you video will be clearer.
Share a real story from your experience or create a character to seek their attention. Entertainment does not mean that you have to be funny or depict extreme emotions so that people start sharing them on social media. Video is a work of art involving colors and imagination. Creativity in your expression and satisfaction it generates also equates to entertainment.
Marketing has raised much beyond the product features and its capabilities. Be a good storyteller to rule the market. In this information age where almost every bit of information is available at a click, there is no point of blabbering about the same point. Differentiate yourself by creating a bond with your customers and nurturing it.
In addition to it, with so many players trying to sell the same product in the market, product differentiation has hardly left. It ultimately comes down to making a brand connect with your customers. People don’t remember facts, but what they do remember is your story. As a matter of fact, explainer video can’t incorporate details neither are they meant to do so.
They are only used to highlight your key agenda and represent a bigger picture. Nothing can stop your video from going viral on internet if it educates, inspires and entertains. As a marketer, your focus should be on to share the best story to win your customers. Make them relevant. Keep a tab on the competitors and act before they do. Share your story with conviction.
Did your business tell a successful story before? Please leave your feedback and post your tips on good storytelling.