Here’s a fun fact: our attention span in the digital age is eight seconds long. That’s shorter than the attention span of a goldfish – yikes.
This means it’s vital to give your audience something that makes them stick around a bit longer, hence why video has taken centre stage as the most engaging and attention-grabbing form of content in the past couple of years.
Not only does video skyrocket your ROI and improves your conversion rates like nobody’s business, but it’s thought that by 2019, a whopping 80% of online traffic will be for video.
Hopefully that’s made you sit up and listen.
Now let’s dig into explainer videos, which are a great way to introduce your product to audiences with ridiculously low attention spans.
What is An Explainer Video and Why Are They So Great?
An explainer video is a short video that explains the fundamental benefits and features of your products. It’s kind of like a brief introduction or a preview for potential customers to see what they’re getting their hands on.
As for why they’re so great? You only have to look at the phenomenal success Dropbox had with their extremely modest explainer video in 2009.
Back then, they were a relatively new company without many fans or users. After putting an explainer video on their homepage, they quickly grew to more than 100 million users and, well, the rest was history.
If, for some reason, you’re still not convinced, here are seven more reasons why you need to get an explainer video up pronto.
When you’re so wrapped up in your own product, it’s difficult to lay out the features and benefits in a clear and concise way.
Luckily, the good old explainer video clears up all that confusion and presents a simple version of your product.
Think about it this way: the majority of people take in information best when they’re seeing it in action for themselves (instead of reading or hearing about it).
In a study conducted by Video Rascal, it was shown that 85% of people were more likely to buy a product if they’d watched an accompanying explainer video.
That’s a very hard statistic to ignore. In fact, we could have simply shared that fact with you and be done with this post.
If almost the entire population are more likely to hit that buy button if they know what they’re buying into, you really need an explainer video on your site - like, yesterday.
Let’s take it back to Dropbox for a moment.
Their explainer video was super simple, but its eye-catching graphics connected seamlessly with the brand - same colors, same style.
By presenting your audience with a cohesive experience, you quickly build trust with them and generate a more personal approach to your business.
And, if you didn’t know already, trust is everything when running a business in this day and age, because people buy from businesses they trust. Fact.
Think for a moment about the kinds of content that people share the most - they’re eye-catching right? There’s a reason people share them.
But shareable content is also easy to spread around. It’s got that viral quality because it’s either different, resonates with people, or solves a tricky problem they have.
Cue the trusty explainer video.
Their short format and straight-to-the-point content makes it really easy for consumers to share them and, therefore, share your product. And, if we go back to the previous point quickly, the more they’re shared (with your fun, streamlined graphics and brand identity), the more recognition and awareness your startup will get.
Explainer videos provide tangible evidence of your product and show their best benefits and features in a kind of “real-life” way.
In the age of the internet, we tend to seek out authentic opportunities - because, you know, everyone and his wife seems to have a business these days.
With explainer videos, consumers can visually see how your product will slot into their lives and shows your commitment and dedication to providing a solution to their problems - ergo, you’re not a fraud just trying to take their money.
There are other ways an explainer video boosts your credibility, too, like how it shows you have a marketing budget so you aren’t just another risky startup.
And we come back full circle to that shocking attention span statistic (hopefully we’ve kept your interest for this long, little goldfish).
According to research, around 55% of visitors spend less than 15 seconds on a webpage.
It doesn’t fill you with hope, right?
However, if you add a video, you’re increasing the chances of visitors staying an average of two minutes longer. It doesn’t seem like much, but in the online world that’s practically a lifetime.
Lastly, in an age where consumers are in control of their own purchasing power, you want to give them what they want.
It’s proven that video is the preferred form of content - according to a study run by Forbes, 59% of senior executives prefer to watch videos, and that number is higher still when you’re looking at the general public (there’s a reason YouTube is the holy gospel for millions of people!).
And, if we take it one tiny step further, 69% of consumers would rather watch a video to learn about a product than read reams of text.
Dropbox had the right idea back in 2009. By putting a simple explainer video together that was incredibly modest at best, they blew their business up big time.
So, we’ll ask you one more question: when are you going to get that explainer video up?