Photo by SHVETS production on Pexels
Today’s audiences are fickle. With almost-endless choices of content, it’s way too easy for them to move on from one content to another in a second. This means one thing for marketers: they need to use a short, concise marketing medium to grab attention.
That said, it’s quite challenging for marketers themselves to convey their complex messages in one digestible format. All of those plain texts on emails or social media posts seem too boring and impersonal.
This is where explainer videos come in handy. This type of marketing video not only grabs the attention of audiences with a short attention span but also effectively creates a meaningful connection with them in a matter of minutes.
Just like any other marketing tool, though. It needs to be done properly in order to bring you the best results possible. Here are some best practices on how you can connect to your audiences with a one-minute explainer video.
Tip #1. Tell, Don’t Sell
No one ever wanted to be sold to. Your audiences need both valuable information and entertainment. So, using an explainer video just to solely show how your business is the best and how great the features you have just won’t get you anywhere. It scares away your audience instead.
The beauty of an explainer video is that it allows you to tell stories in an engaging way. Using fictional animated characters and storylines, the sky’s the limit.
When you deliver our marketing messages using a story-telling method, then it makes it much easier to retain and less hard-selling. That’s where you generate more trust from your audience and establish a meaningful relationship.
Tip #2. Add Other Channels for More Engagement
Every video marketing checklist includes the steps of the video distribution process too. It means that you should not just put your explainer video on YouTube and leave it at that. You want to make sure that your audiences can easily find it and watch it. This way, you can expand your reach and create more personal connections.
So, make use of other channels as well. You can post it on your website, blog, or even other social media platforms like TikTok, Instagram, or even LinkedIn. You can also include a call to action at the end of your video to encourage your audiences to take action.
Tip #3. Make It All About Them
One thing you need to bear in mind here is that you create an explainer video for your audiences. So, make it about them. One of the best ways to connect with your audiences is by putting yourself in their shoes and seeing things from their perspectives.
What are their needs? What are their wants? What are their pains and challenges? When you keep these in mind, it would be much easier for you to produce a video that can truly speak to them.
Tip #4: Use a Professional Voice-Over Artist
The quality of your voice-over is just as important as the quality of your visuals. After all, it is the voice-over that will be doing most of the talking (or storytelling).
While robotic, AI-powered voice-over is more and more accessible nowadays, a great way to engage your audiences is by using a professional voice-over artist.
A good voice-over can make your audience feel like you’re talking directly to them. It makes the video more personal and relatable.
When choosing a voice-over artist, make sure to pick someone who can connect with your target audience. Consider their tone, accent, and even gender. For example, if you’re targeting millennials, then a youthful and fresh voice would be more appropriate.
Tip #5. Keep It Short and Sweet
The key to a great explainer video is to keep it short and sweet. You want to deliver your message without dragging on too much or else you’ll lose your audiences’ attention.
A good rule of thumb is to keep it under 90 seconds. This way, you can still tell a great story without boring your audiences. If you have a lot to say, you can create a series of explainer videos.
Tip #6. Don’t Save the Best for Last
There’s no such thing as saving the best for last when we talk about explainer videos. Remember that the audience has only an 8-second attention span. You have to start with a strong intro or they will find it downright boring from the get-go.
You can start with a thought-provoking question, highlight their pain points, or say shocking stats or facts to hook them from the very beginning. This is a powerful way to make your video relatable and even evoke emotion.
When you successfully capture their attention, it would be much easier to engage them and encourage them to watch the video all the way through.
These are just some of the best practices you can follow to create an explainer video that can effectively connect with your target audiences. When done right, an explainer video is a powerful marketing tool that can help you interact with your audiences and build a strong relationship with them. With all those essential tips above, now you’re ready to produce an awesome video that will leave a lasting impression on your audiences.
Andre Oentoro is the founder of Breadnbeyond, the award-winning explainer video services. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).