Video Marketing: The Complete Guide to Video Marketing
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Marketing
September 21, 2021

Brendan Sas

Table of Contents

    How to Make an Explainer Video

    Marketers use different types of videos as part of their video marketing strategies. These include corporate branding videos, product films, social media videos, and webinars. One of the most effective and popular types of videos is the explainer video.

    Once you know how to make an explainer video, you can improve brand recognition and drive more traffic to your website, and that means increased sales revenue.

    What's an Explainer Video?

    An explainer video is a 90-second or less visual aid that explains a particular concept. You can explain anything from your corporate philosophy to the benefits of a new brand or a specific product feature. Animation in explainer videos is popular because it captures consumer attention. Plus, captivating visuals reinforce information and communicate messages clearly.

    When they're well-designed, engaging, and used in the right channels, explainer videos are especially effective in promoting a brand or product. They also encourage viewers to learn more about a particular product, service, or your company.

    How to Make an Explainer Video

    Video marketing often delivers a strong ROI. But many fail in their video marketing efforts simply because they don't know how to make an explainer video. If you want to improve your video marketing efforts, you need to know a few insider tips to achieve your video marketing goals.

    1) Write Your Video Script

    A critical part of your video strategy is developing a clear, concise video script. This is especially true with explainer videos. You'll want to deliver a message that resonates with your audience and addresses their pain points. The script should include the following details:

    • An overview of your product or service.
    • A problem a consumer might be having.
    • How your product or service solves the problem.
    • A call to action (CTA).

    As a general rule, explainer videos are most effective when they follow these guidelines:

    • Are 90 seconds or less
    • Explain why your product or service is valuable to the viewer within the first 30 seconds
    • Use simple, clear language and avoid technical terms
    • Address viewers using 2nd person voice (you)

    2) Consider the Tone

    Most viewers enjoy friendliness and a bit of humor in an explainer video — it makes them more memorable and puts the viewer at ease. Humor isn’t a necessity, but you’ll still want to deliver your message casually, almost as if you're having a conversation with the viewer. This makes the video more engaging and personable.

    3) Producing the Video

    You can always make your own explainer video simply by using your mobile device or even the webcam on your computer. But if you're inexperienced or uncomfortable creating videos yourself, you can outsource the work to a video production company. Keep in mind that consumers prefer videos that look professional, not amateurish. And besides, your competitors are likely also producing their own explainer videos, so you’ll want to keep up with the trends.

    4) Music, Sound Effects, and Voiceovers

    If you're sure your own voice and speaking skills aren't the greatest, you can choose a professional voice actor or even a talented employee. Just be sure the person speaks clearly, confidently, and at a steady pace. You'll also find plenty of resources for sound effects and music in your video editing software or app. With an internet search, you'll find plenty of sites that feature extensive libraries of free sounds and music as well.

    5) Publish Your Video

    Conduct market research to determine the best channels for publishing your video. And don't forget metadata. That information enables major search engines like Google to locate and rank your video when someone performs an organic search. Videos that rank well on Google can improve your overall search engine rankings as more people click on and watch your video.

    Placing videos on your website also adds to your ranking since Google algorithms determine a website's relevance based on how long someone stays on a particular page of the site.

    6) Measure the Performance

    Begin tracking and analyzing your video metrics right away. If your video isn’t garnering the engagement results you expected, then you might need to make a few tweaks or even create a new video. If results are lackluster, ask yourself the following questions:

    • Did the explainer video get to the point quickly enough?
    • Did the video accurately describe how a product or service works?
    • Does your video address a consumer pain point and provide a solution?

    A video management platform like Viostream provides several analytical tools for measuring how well your video is doing. If your video is attracting a lot of viewers, you'll probably see an increase in your conversion rate.

    In Conclusion

    When you add explainer videos to your marketing mix, you’ll see positive results firsthand. Videos are a critical part of the consumer journey and serve the sales funnel much better than simple text content. Add explainer videos at key points along the consumer journey map, and you’ll garner a strong ROI as well as improve brand recognition.

    How Viostream Can Help

    Viostream offers solutions for brand building, employee engagement, and growing your customer base. Plus, it's the premier video management platform that's capable of delivering solutions tailored to your organization. Featuring robust analytical tools, live streaming, dedicated video portals, and much more, Viostream can take your video marketing to the next level. Contact our support team and we'll help you find the right plan for your hosting needs.

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