Product demonstration has always been a good in-store sales technique. Explainer videos are a way of using that technique for online marketing and are increasing in popularity.
The best example I can give for this, is my own YouTube channel, where I regularly publish tutorial videos for plugins I release. Also, as an example of the efficiency of tutorial videos, I can show you the tutorial video for the Newsomatic plugin, which right now, has 24000+ views.
A tutorial video is a short video that you put on your website giving a demonstration of the product or service that you are trying to sell without giving the audience the feeling that you are making a sales pitch.
When made and used properly, an explainer video can be valuable in increasing the viewer’s confidence in the product and speeding up the buying decision. Here are six things to keep in mind while making explainer videos.
Your Video Need Not Be Viral
A viral video is always great to have because people tend to share the link on social networking sites. However, don’t underestimate the effort involved in making a good viral video. The extra effort and resources spent on making a viral video could be better spent elsewhere. This does not mean that the video should be a boring description of the product. A good video is one which engages the viewer and explains how the product or service becomes a solution to the viewer’s needs or problems.
A Product Demo Alone Is Not Sufficient
Good explainer videos take the audience quickly through the need for the product in the first place and then walk them through the product and how it fits in as a solution to the user’s problem. Remember that there is a sales pitch here though it is not obvious. Always answer the following questions in the video:
– What is the need that this product or service fulfills?
– Why is this product or service a good option for fulfilling that need?
– How does it work?
– What to do next?
Keep It Short And Sweet
A long video which includes all the details is great to have when it is included with the product manual or after signing up to the service. For explainer videos keep things short and simple, say, one to two minutes.
A very short video will look like a sales pitch and will not be able to answer all the questions previously discussed satisfactorily. A video over two minutes will make the viewer abandon it midway or skim through it. Either way the purpose is defeated. Long videos also take more time to load on slower connections and people may decide not to look at it.
Just focus on the most important messages that you want to get across to your audience. You can add more videos in other sections of your site if you feel that a more detailed explanation will help convert the viewer.
Call To Action
At the end of the video, add a call to action. If the video is about a service, encourage the viewer to sign up and give it a try or download a trial version. If it is a physical product you could ask them to sign up for more information or make a special offer. Never leave the user without giving an indication of what he or she should do next.
Pay Attention To Video Quality
Quality of the video matters and a poorly made video will be seen as unprofessional. Explainer videos are best made by someone who has some knowledge about making good videos. It is best to get a professional to do it for you. This will take care of many aspects such as clarity, design, script and a high quality voice over which are essential for a video that is both interesting to watch and effectively conveys the message.
Pay Attention To Placement
The video should be placed prominently on your home page. It should not be relegated to some corner or be part of a list of links somewhere at the bottom. The best way to grab attention to the video is to show an interesting still of the video with a large ‘play’ button somewhere near the top of your home page.
Explainer videos can be great online marketing tools if used properly. Many websites do A/B testing of their videos to find the optimum video for their site. Even if you don’t want to do that, it is best to show your video to a few people you know who have the need for the product, but do not know much about it. Their feedback after watching the video will help you make a reasonably good assessment about its effectiveness.