Use “Explainer” Videos To Entertain And Tell Your Story

You may have heard about “explainer videos” as one of the newest tools for your digital marketing. These are short videos that provide an explanation of your product, service or event. Usually in the form of an animated story, they entertain your audience while educating them. Many companies, including Google and Facebook, use explainer videos in their marketing strategy.

Research shows that viewers have been 65-84% more likely to buy after watching a product video (source: Kissmetrics). And if you properly optimize your video, it can increase the chance of a first page Google result by 53x (source: Forrester, January 2010). Read this article for further details on how to increase eCommerce conversion rates with videos.

Here are a few ideas on how to use your video in different places:

  • Prominently feature your video on your homepage and landing pages. It’s much easier for visitors to watch, rather than to sift through lines of text.
  • Share your video through social media channels
  • Drive traffic to your video via email marketing. Video has the potential to increase email click-through rates 2x-3x (source: Forrester)
  • Feature your video on a big screen at trade shows and conventions

Julie Ball of Grow Web Video was gracious enough to contact me about my job search and tell me all about explainer videos, which is what they specialize in. She is offering a 15% discount on their explainer videos if you tell her that “Brandon sent ya!” Email her for more details. Thanks, Julie!

Drive Email Leads and Calls-To-Action In Your Videos

Speaking of video, by now you know the power of posting your videos to YouTube. However, the YouTube video player lacks some key features. That is where a fantastic tool called LeadPlayer comes in. You have to check it out to appreciate it, but the top two features are:

  • Require email opt-ins in your videos: You can require users to provide an email address to continue watching your videos. An opt-in box can appear at the beginning or at the end of your video.
  • Redirect people to a sales page: Use LeadPlayer to create buttons that appear during your videos and direct viewers to a website, landing page or anywhere else you decide. All button text and links are customizable, and implementation takes about 15 seconds.

Cost: One-time fee of $107 for use of the player only for one domain, or $184 for an unbranded version and unlimited domain use.

If you have used an “explainer video,” tell me about your results in the comments below.

Brandon Uttley is a seasoned web marketing and public relations professional with three decades of experience.

Currently, he is CEO of Go For Launch, which provides marketing strategy and communications support to companies ranging from startups to established entities.

Prior to his current roles, Uttley cofounded and was CEO of Command Partners, a digital marketing agency. He also confounded and was president of carbonhouse, inc., a nationally recognized web design firm.

Uttley also served as director of public relations at Luquire George Andrews for five years, and an account manager at Epley Associates/Public Relations for three years. Brandon was the 2009 president of the Charlotte chapter of Public Relations Society of America, and he is an accredited member of PRSA National.

Please note: I reserve the right to delete comments that are offensive or off-topic.