What you need to know:

Research shows:

  • People have a shorter attention span than a goldfish, which is nine seconds!
  • Engagement is the new currency in the new business landscape that consumers use to show their genuine interest and affinity.
  • Marketers who use video are growing company revenue 49% faster than those who don’t.
  • Including a video on a landing page can increase conversion by 80%.
  • Google and other search engines rank pages with video higher than pages without video.
  • If this were a video instead of a text post, you would stay longer.


1. What is an explainer video?

An Explainer Video is a short video that hooks your prospects and help them understand your value proposition. Due to the educational effect of the video — you generate more qualified leads.  

A good explainer video allows your sales team to work on closing high quality prospects instead of repeating the same pitch over and over again to potential clients.

2. Five ways to use explainer videos?

  1. Benefits video – On the cover of your website or landing page, it helps users to get a higher level of information over about your product/service right away.
  2.  “How To” videos – These work well explaining specific topics in details.
  3. Testimonial videos – These are ideal for trust building and credibility.
  4. Demo videos – These videos explain the finer details about products/services.
  5. FAQ videos – These videos answer all common questions and save time — and they can be updated as new inquiries are received.

3. What are the components of a high converting explainer video?

The best explainer videos would include these aspects:

  1.  Script – The script is the heart of the video. The ideal script ranges from 30-90 seconds with the focus on the “pain points” of the customer as well as showing the benefits of working with your solution. Your customer should be portrayed as a hero with your product/service as the guide who can take them to their best destination.
  2. Graphics – The graphics should reflect your target audience and the daily things they encounter in their professional life. It needs to be relevant and culturally accessible.
  3. Voice over – The voice you choose should reflect your brand well and replicate your brand’s “tone” as established on your website.
  4. Music – Just like voice, music should  be keyed to bring out the right emotions from your audience reflecting your brand.
  5. Animation style – The animation style should be free flowing and easy to grasp. In the end, how your video looks, feels and works depends on your brand and budget.
  6. Subtitles – Gigiday research shows that up to 85% of Facebook videos are watched without sound. For advertising using Social media, subtitles are essential.

4. How do I measure the success of an explainer video?

The primary goal is to engage the audience. If you do that, your video will be a success!

In the new business landscape, a panel of marketers at Advertising Week, Engagement: The New Currency, concluded that engagement, not solely profit and KPIs linked to revenue, is the true currency that consumers use to show their genuine interest and affinity. It’s the attention that users give to a brand and its products or services that’s worth its weight in pure gold.

See what industry experts say:

  • “You want to engage [with your audience] in different ways. Create those moments that matter to the customer.”—Tamara Bousquet SVP, New York media capability lead, DigitasLBi


  • “The value [of content] is in finding opportunity to engage with customers. Find the customers who matter [to your business]. Those are the people who will share and be evangelists. Then, a lot of the reach work will be done for you.”—John Hollywood, managing director, Zeno Group New York.


  • “If you want engagement, just create something that resonates. Make the story real. That’s how you drive engagement.”—Dan Kruchkow, CMO and head of digital strategy, Crush Music Media Management


  • “Content is an authentic way to communicate, especially with millennials. It touches passion points. You’re getting them engaged in what they feel passionate about and are most involved in.”— Katie Redlien


  • “We [as marketers] so often focus and talk about our brands. But remember, our brands exist for them, [the customers]. If your brand doesn’t center on the customer, then something is wrong. ”—John Hollywood

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