Explainer videos are an excellent way significantly increase your conversion rate and and a fantastic way to communicate a lot of your information to your customers quickly, cheaply, and accurately. By following the steps outlined in this blog post you’ll be able to create an explainer video like the one I designed for ProofPop.
What Is An Explainer Video? Explainer videos are short videos used to explain your organization’s product or service. They are normally located at the top of a landing page, your organization’s homepage, or a featured product page. The number one reason explainer videos are so good is because they have the ability to boost conversion rates on any page they are located on.
97% of businesses said that their explainer video has helped increase user understanding of their product or service. 81% of businesses said that their explainer video has helped them increase sales.
Types Of Explainer Videos A live action explainer videos are similar to traditional adverts that you would see on TV. They have real people, are produced on a real set, and demonstrate, usually, physical products. I’ve included some of the best explainer videos created in recent times. Dollar Shave Club FiberFix PooPourri Whiteboard explainer videos are another cost effective and simple way to demonstrate your organization’s products or services. While the videos below don’t demonstrate products and services, they are excellent examples of whiteboard explainer videos and what is possible: Where good ideas come from by Steven Johnson What motivates us by Dan Pink Animated explainer videos are the most popular types of videos and are great for explaining digital products, concepts, or ideas. They are also cheap, easy to edit if changes need to be made, and more creativity in the development of the video itself. Below are a few examples of great explainer videos: PandaDoc Yum Yum videos (an explainer video about explainer videos) Mint.com How To Make An Explainer Video Below is the exact process I used to create an explainer video for ProofPop. While it does take a lot of time to work through each part of the process the reward should be well worth the effort. There are four main things needed for a great explainer video: a simple script, a professional voice-over, good graphics, and background music. Step 1: Write the Video Script It’s assumed that you are very familiar with your value proposition, your customer, their pain points, your benefits and features, and your hook or call-to-action. This is the information you’ll need to add to the script to make it compelling. The script, and the information therein, is the most important part of the video. It doesn’t matter how cool the visuals or voiceover is, if the the right message is not going to the right customer and not fixing a major problem they might be experiencing, then all your effort is for naught. The basic structure of an explainer video is a statement of the value proposition, introduction of the problem being addressed, solution to the problem, your call to action, and finally, any kind of testimonials. In addition, the video should be, ideally, be between 60 – 90 seconds, the value proposition should be in the first 30 seconds, the voiceover should be in the second person, the tone should match your customer segment and product. 00 – 10 secs A great way to start the video is by having the voice-over introduce the problem with a question. Following along with the voice-over, the video should show characters expressing the emotions your customers feel when experiencing the problem you are solving for them. 10 – 20 secs The next section, the voice-over should state your company’s value proposition as the answer to the question asked at the beginning of the video. When the voice-over introduces your company’s value proposition, it’s a good idea to show your company’s logo, value proposition and tagline on the screen. In addition, the video should show characters expressing emotions your customers will feel after using your product to solve their problem. This might be happy, relieved, relaxed, content, excited, etc depending on your product. 20 – 40 secs The next sections of the video is used t o demonstrate how your product works. The voice-over should describe the process, benefits, features, or how your product solves your customers problem. Along with the voice-over, the video should show a walk through of how to use the product, product images, and snapshots 40 – 60 secs The next section summarizes the video and shows your call to action. Below is a copy of the script I created for ProofPop. ****************************** One minute explainer video 00 – 10 secs Are you an ecommerce store owner spending too much time, money, and effort trying to get people to buy from your store? Then ProopPop’s for you! 10 – 20 secs ProofPop is a simple but powerful tool that uses social proof and conversion rate metrics to boosts your eCommerce sales, regardless of your store type. 20 – 30 secs How does it work? ProofPop uses the psychological persuasion technique called social proof, which simply means people will do things they see other people doing. 30 – 40 secs So, by showing your store visitors that people, just like them, are buying from you, your store visitors will do things they see other people doing… and also buy from you. 40 – 50 secs Simply login to ProofPop, configure your settings, then copy and paste a tiny line of code to your website. It’s that easy. No developers needed. 50 – 60 secs From your ProofPop dashboard you’ll be able to see recent visitor activity, conversion rate metrics, and make better data-informed informed decisions based on real customer behavior. 60 – 70 secs So, what are you waiting for? Sign up at ProofPop.io for free today. ****************************** Step 2: Recording the Voiceovers You can find voice-over actors in loads of different places. Some good options are Voice.com, Fiverr, and Upwork. When choosing a voice-over actor, always use a professional voice-over who is a native speaker. Also, make sure the end result is professional with no background noise, pops or crackles in the recording. Step 3: Explainer Video Production When creating a video, you can use video animation software such as Pow Toon, Camtasia, Wideo, Animaker, or Biteable. Each of these software suggestions has a learning curve to it so if you’re pressed for time and have a budget, a good idea would be to hire a professional who has knowledge and experience in using these tools. Regardless of whether you create the video yourself of get someone to create it for you it’s a good idea to keep elements within the video moving, keep it simple, and use black and white to minimizes distractions. For the ProofPop video, I hired a professional on Upwork and asked them to also provide a professional US female voice-over. Below, is a copy of the job I posted on Upwork: ****************************** Project: I’d like a one minute explainer video created for my website. The details and requirements are below:
- I’ve written a one minute script for an explainer video.
- 2D graphics (see example links below)
- Professional female voice-over (United States)
- Background music
Examples of what I’d like: Excellent graphics: https://www.youtube.com/watch?v=mhWJ729tieg Overall great video: https://www.youtube.com/watch?v=0URuIXEpCJQ Overall great video: https://www.youtube.com/watch?v=LzN3WPeIhtY ****************************** Step 4: Music & Sound Effects Every explainer video should have background music to set the tone. When choosing background music, there are few things to keep in mind. Firstly choose music that is upbeat and keep the overall feeling of the video friendly. Secondly, the music should be about 20% of the volume of the voice-over. You want to make sure is audible but does not interfere with the message your are trying to relay. Lastly, you might consider decreasing the volume of the music when there is a voice-over and increasing it when there is none. If you are creating the video yourself you can purchase background music from places like MusOpen, Free Sound, and Audiojungle which is part of ThemeForest. Step 5: Measure the Performance of Your Explainer Video As with everything in the Lean Startup and Product Management world, the results from what you’re doing should be measured so you know what’s working, what’s not, and make informed decisions on what to test next. The two best places for this are YouTube, assuming that’s where you’ve hosted your video and Google Analytics. Conclusion If you have a great understanding of your value proposition, your customer, their pain points, your benefits and features, and your hook or call-to-action you have the basic building blocks for a great explainer video. Next, writing a succinct, punchy script will get you most of the way there. Finally, by following the five steps to pull it all together, you should be able to create a steller explainer video for your organization. If you have any questions or comments, let me know.