Are you producing enough explainer videos? Probably not. Many marketers experience a certain resistance to it. But the business benefits are too good to ignore. You’d gain a lot from updating your hub and help content with short, informative explainer videos. Here are three areas you should review in your own marketing.
Marketers have begun to see the power of video, and more are using it to achieve their business goals. A study from Hubspot reveals that:
- 76% say video helped marketers increase sales.
- 47% say it helped them reduce support queries.
- 76% say it helped them increase traffic.
Despite these positive effects, there seems to be a certain resistance to making explainer videos.
Part of the reason is the misconception that it’s difficult and time-consuming. This doesn’t have to be the case if you have an elaborate editorial process and a simple tool to work with.
In this article, we describe three main areas where you can use explainer videos to improve your marketing.
1. Support pages
Support pages often receive the most traffic, which isn’t strange considering they help solve customers’ problems. More often than not, however, support articles lack explainer videos. Instead, you’re faced with blocks of text and a number of screenshots. Imagine the difference an explainer video could make!
The popular email service Mailchimp understands the significance of explainer videos. Several of their most visited help articles include video snippets that show how users can solve problems on their own.
For example, they feature a prominent explainer video on their getting started page:
Indeed, a study from Aspect shows that 4 out of 5 consumers prefer to solve issues without contacting customer support. Explainer videos are a simple and effective way to help your customers do that.
Related content: 4 companies that have succeeded with video tutorials.
2. Product pages
Online shopping is on the rise and competition is stiff. The content you host on product pages may be the winning difference, yet surprisingly few companies use explainer videos here.
The clothing company ASOS is an exception. They have short 10 to 12-second video clips that showcase various models wearing the clothes. It follows a predetermined format, nothing advanced, but it certainly leads to more sales.
Oddly enough, several other large clothing companies lack explainer videos on their product pages. Does your company have one? It should, considering:
An explainer video on a landing page can increase conversion by 80 per cent. Source: Forbes
Related content: Does your content increase demand?
You could also use explainer videos to spread important news or package highlights from industry reports. To make it more accessible and easier for your target audience to digest.
For example, the Internet Foundation in Sweden released an explainer video to raise awareness of their latest research.
25 juni släpper vi rapporten "Svenskarna och internet – valspecial 2018"! Få den först av alla – skriv upp dig via länken så skickar vi ett mejl när den är publicerad: https://bit.ly/2Ltqfex
Posted by IIS – Internetstiftelsen i Sverige on Thursday, June 7, 2018
The Swedish Childhood Cancer Fund decided to make an explainer video on a classic press release. This way the news would be seen by more people.
"Vi har sett att många deltagare vill cykla och samtidigt göra skillnad", Gunilla Brynell-Johansson, VD på Vätternrundan. 2018 stärker Barncancerfonden och Vätternrundan sitt samarbete.
Posted by Ride of Hope on Thursday, May 31, 2018
How will you use explainer videos?
Explainer videos have broad application – whether it’s for your customer support, sales operation, news, recruitment or any other important facet of your business.
To start, review your hub and help content on your site, see which pages receive the most traffic, and make sure you create an explainer video for it. Chances are, you won’t be disappointed by the results.
If you want a quick recap of this article, watch our explainer video below:
Want to learn more about explainer videos and distribution? Sign up to one of our breakfast seminars.