The purpose of business – any business – is to make profit, and in order to do that the business activity has to be marketed well, professionally. Today regardless of any direct marketing efforts by the company, if these are not supplemented by a well-crafted digital marketing strategy, the company is most likely to underperform. Even the latest Salesforce survey on Digital Skills mentions that digital marketing is now ranked as the top workplace skill in India. It is also important to note that though sending emails is part of digital marketing, it is just one of many other parts that are far more significant. Today, it is visual content that appeals and is more effective than lengthy email messages that many simply glance through at best without really understanding, or worse, do not read at all.
One is bombarded daily with videos of all types – ranging from inane pranks to profound thoughts – through social media and even dedicated TV channels. Video content is getting popular by the day. The best way to break the ice of digital marketing is through a 3D animated explainer video about the company and its activities – products and services. Explainer videos typically are short animation videos that explain a product, component or machine in simple, easy-to-understand steps. The idea is to substitute lengthy text description with a short 3D animated explainer video that not only informs and educates, but more importantly, does it in a fun way. Most international airlines have today replaced the manual pre-flight safety instructions with such animated explainer videos which people are more likely to watch and recall.
There are many types of explainer videos, based on technique and purpose.
There are various types of techniques used to make explainer videos with varying complexity that increase the cost depending on the complexity of the processes involved and the kind of result expected. These techniques include: 1. Screencast videos; 2. 2D animated characters videos; 3. 2D motion graphics; 4. Whiteboard animation videos; 5. 3D animation videos; and 6. Live action videos.
However, the more important classification of the types of explainer videos is based on content – what is the purpose of the video? Here the purpose could be one of the following: 1. Creating brand awareness; 2. Giving product or process information; 3. Explaining a product or a process; 4. Tutorial or a teaching manual; and 5. Corporate videos explaining the vision, mission, etc.
It is important to note that once the purpose is clear, the explainer video may be made in any one or a combination of the techniques. The storytelling is important as is the voiceover explaining the purpose.
It is important to understand where and how these explainer videos can be used. Having understood the types of explainer videos, it is obvious they cannot be used indiscriminately substituting one for another just for variety. Each type must be used for the specific purpose of the appropriate media. The brand awareness video, for example, may be used on the landing page of the website or when introducing the company through email communication or on social media. The information or explanation videos may be used for marketing or in further communication after the company has been introduced to the prospective customers earlier. These can also be used for SEO activity as well as on professional platforms like LinkedIn while making interventions in ongoing discussions as having useful information. It is important to add tags, titles and descriptions wherever applicable to derive the full advantage. Videos made for training and maintenance are basically for internal use or customer education, and may be used for addressing FAQs.
The attention span of an average person is dwindling rapidly over the years and is now just a few seconds for most people. This is evident from the way we flip channels on TV or scroll through the messages, pausing only if something grabs our attention. A well-made explainer video helps grab the attention of the target audience. If the first few frames are interesting, the chances are the video will be watched fully as it is addressing a need. Information given in an interesting format becomes easy to comprehend. Studies suggest the human brain processes visual content much faster than the written word, and also learns faster from it. For example, a person immediately understands the process of assembling or dismantling something if shown on the video than by reading the manual.
Most products launched in the market are either improvements on the existing one, or address a new process requirement. This is exactly where a good explainer video is most useful – to show how it works to improve a process or address a requirement. The explanation convinces them of the utility as well as ease of using the equipment, gives them confidence about it. So it helps generate leads and gain customers. A good video is also more likely to go viral as people tend to share what they like and as most content is now viewed on the mobile, sharing is just a click away. Above all, explainer videos can be distributed across platforms and strategically placed in all forms of communication, making it a very cost effective way of gaining eyeballs.
In this age of so much free knowledge dispensed online and the easy availability of the tools, everyone can try and do something on their own. However, experience and expertise are not as freely available, and then there is that effort in reinventing the wheel. A large company can of course invest in these resources and create their content in-house. But for most companies, large or small, it could make better sense to outsource their requirements of creating 3D animated explainer videos. This is because these are professional enterprises staffed by the best people in the field to do the job competently and also have the best equipment with them. They can deliver high quality content with consistency and within the prescribed schedule. EAXPRTS, for example, not only delivers all this, but also guides about how to use the content effectively to derive the best mileage out of it.
Having gone through the entire gamut of issues related to explainer videos right from what are these, how many types, how they work, what are the benefits and how do they help in marketing, it is obvious no business can afford to let go of this opportunity. Explainer videos are the fastest and most effective means to gain visibility in the digital space today. It is an eyeball game and companies that do not make their presence felt and reinforce their brand constantly, are quickly forgotten. Explainer videos are also the most cost-effective among all marketing initiatives of a company. Time to begin the campaign.
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