explainer videos

Explainer videos: the most important stats and tips.

Conversion stats
Only 20% of website visitors will read the majority of the text but 80% will watch a video (source: Forrester Research). Equally as important, adding a video to your website makes it six times more likely to convert a browser to a paying customer (Forrester Research). Videos simplify and convey quality.

Marketing stats.
Animated marketing videos can capture your perfect message, with huge impact. Infographics platform visual.ly had over 80,000 signups from a video on its LaunchRock page, long before the company went live. And the advantages are industry agnostic. Complex B2B services benefit hugely from the clarity of explainer videos. When document automation firm Celaton added a video to its site, CEO Andrew Anderson said "The video immediately transformed our biz dev and boosted growth.” Buyers are 98% more likely to watch a presentation on video than to listen to a sales rep. (Forrester Research).

SEO stats.
Videos are 53 times more likely than normal web pages to achieve an organic first-page ranking (Forrester Research). They can also achieve top rankings much more quickly than webpages.

SEO results normally take several months, as the age and history of the site is important, but videos don't have this restriction. Google's enthusiasm for video means web pages are being pushed down the rankings to allow for video content, so it's a great way to leap ahead of the competition.

Get to the heart of your message.
This is the single most important thing: being absolutely clear about why your message is meaningful. People are increasingly well informed and can spot fake messages in a heartbeat. On the plus side, they’re also good at spotting and sharing genuine ones.

Tell your story.
Stories are far more powerful and persuasive than feature lists or collections of facts. Be as concise and engaging as possible. One of Pixar’s rules of storytelling is: Simplify. Focus. Combine characters. Hop over detours. You'll feel like you're losing valuable stuff but it sets you free. Create a compelling story that really connects, and people will want to follow you.

Visualise ideas .
The brain absorbs 50% more information through video than the next best medium (Forrester Research). Visualisations work best when they're simple and human. For example, Celaton had tried using text and images to illustrate its document automation process - it looked good, but wasn’t engaging. When their software was visualised as a super-hero robot, sucking up inboxes, Andrew Anderson said “It had such a big impact we redesigned our website around it.” Perhaps that's the future of video: The core marketing asset, capturing the perfect message and informing everything else.