Explainer Video

You Need an Explainer Video and Don’t Even Know It. [A QUIZ!]

Shawn 05.08.2014
  1. What Does Your Product Do?

elevator pitchCondense your idea down to its essence. Now make it interesting. Now make me need it. Now sell it.

An elevator pitch is tough – especially if you make something complicated – but that’s what your video is. So let a professional give you a hand.

Here’s Our Elevator Pitch for animated video:

We find what makes your product unique – the hook that sells – and explain that to your clients in a short animated video that converts.

So much of what we see today – like this 3D printer that prints actual make-up – is exceedingly complex, and requires knowledge of how it works to understand its value.

Many of our clients make technical products – like banking software or analytical tools – and some of it is mind-boggling complicated. Animation bridges the comprehension gap between your product and your customer.

  1. Can You Reach People Quickly?

The average online attention span is less than 8 seconds. Some people think it’s closer to 5 seconds. What does that mean for your amazing widget? It means the minute they click, the clock starts to tick.

If you don’t win their attention – and yes, it’s a competition that you have to win – people will look elsewhere for more immediate answers to their problem. Explainers force you to get to the point, and get there quickly. It’s all about keeping people around long enough to explain how much you’re going to help them.

  1. Are You Memorable?

I don’t shave very often – maybe twice a week – but I’ve heard about Dollar Shave Club. Even more, I’ve purchased their razors. I don’t even need razors very often, but their video was so entertaining, honest, and compelling that I subscribed – and I’m a marketer who’s well aware of their tactic! Imagine how men in their target market – daily shavers – must feel when they watch this classic video.

Dollar Shave Club uses video to break the fourth wall and invites you to join them on the other side – the side where you get a great-looking shave for just a dollar a month. That’s memorable marketing.

  1. Are You Ranking in Search Results?

Where do you hide a dead body? Answer: On the third page of Google results.”

– Lori Randall Stradtman, Online Reputation Management for Dummies

Google SERP mastery is a dark art – I could write a whole suite of posts on video SEO, but suffice it to say that video greatly enhances your search ranking. Don’t believe me? Ask Google’s Head of Webspam, Matt Cutts.

Rich Video SnippetsTake the SEO power of explainer video a step further and optimize your video post with the right meta data, full transcriptions, and rich video snippets that show up as thumbnails next to your search result.

Search results with video are 53% more likely to appear on the first page of SERP and the Pew Research Center data which shows 78% of adults watch or download online video.

In regards to the Pew Study, marketing experts at Hubspot simply said:

“With such a high volume of online video viewers, you can bet creating an explainer video for your site will draw plenty of views (as long as you actively promote the video, of course).”

Video takes time to produce, and that investment is a big signifier of quality to users. They want to engage with websites that go the extra mile. So go the extra mile!

Don’t believe me? Take a look at how over 35 million people have responded to a company that went the extra mile with their video.

  1. Are You Converting?

Ice.com found that viewers who chose to view video converted at a 400% increase over those who did not. Time doesn’t scale – we all still have only 24 hours a day (although I think they’re working on an app for that…). Yes, users engage with more posts, pages, tweets, and information than ever before, but our attention investment is at a premium.

Crazy Egg added an explainer video to their site and saw a $21,000 monthly jump in revenue.

People don’t have time to read long posts – unless it’s very targeted, niche information, and even that is up for debate. Explainer video provides answers that steer people into your conversion funnel.

  1. Do You Have a Marketing Tool That’s Always On?

An explainer video on your site is a marketing tool that’s constantly converting – around the clock, on holidays, and across time zones. An investment in quality upfront, gives you greater ROI in the long run.

If you want the nitty gritty hard data, crunch the numbers on what an explainer video can do for your business. Check out our five-part series on Calculating the ROI On Your Video for more details.

  1. Do You Want to “Go Viral”?

Calm down. That was a trick question. Virality is a tempting objective, but you shouldn’t aim at exploding everywhere on the internet at once – especially with an explainer.

The honest truth is that most businesses won’t even benefit from a viral video – unless they’re equipped to capitalize on that tsunami of awareness. Going viral only works for brands like media outlets or businesses with subscription models, and even then it’s a crap shoot.

The GoPro model is tough to replicate.

I include this question to remind you of your objectives. Explainers work best with an achievable, measurable goal – like increasing leads, awareness, education, sales, or engagement. Don’t neglect the basics that will grow your business.

  1. Is Your Cause Worth Spreading?

That being said, awesome videos that set out to explain an issue CAN go viral – if they’re provocative and engaging, not just flashy or “socially optimized.” When explainers do what they’re best at – explain – they win.

Phonebloks set out with a simple goal – to change the way we think about disposable technology, like phones. 20 million views later, their elegant explainer video is still changing minds – and bringing people to the site.

  1. Are You Enthusiastic!?!?

We handcraft every video for the goals and ideals of each brand that comes through our doors. You don’t make hover boards? No problem. We know that your business is exciting to you, and we get that enthusiasm across to your customers with fun, professional animation. Relax, it’s our job to make you shine, and we’re great at what we do.


Born in Southern California, Shawn grew up surfing, eating In-N-Out, and growing his hair long. After graduating with a Liberal Arts degree from CSU Long Beach in 2005 he left the crowded freeways behind and spent the better part of a decade traveling the world living for stretches in Rome, Hawaii, Australia, New Zealand, and Brooklyn. He writes novels as well as copy, loves learning keyboard shortcuts, and plays his grandpa’s old lap steel guitar. You can hear his band at ponieswillbiteyou.com

Similar Stories