In today's fast-paced digital world, small businesses need to capture the attention of potential customers quickly. With so much content vying for people's attention, explainer videos have emerged as a powerful tool for engaging, educating, and converting customers.
Whether you're a local bakery, an e-commerce platform, or a medical practice, explainer videos can effectively communicate your value proposition and tell your story in a way that's easy to understand.
Let’s dive into the benefits of explainer videos for small businesses, how they work, and why they’re such a valuable asset in your marketing toolkit.
Table of Contents
What Are Explainer Videos?
Explainer videos are short, engaging videos that explain a product, service, or concept in a simple and visually appealing way. They typically use a combination of animation, motion graphics, or live-action footage to break down complex information into digestible content. These videos usually range from 60 to 90 seconds and are designed to quickly grab the viewer’s attention and guide them toward understanding and action.
Examples of Explainer Videos:
- Product Explainers: For example, a new fitness tracker brand might create an explainer video showing how their device tracks steps, heart rate, and sleep patterns to help users improve their health.
- Service Explainers: A cleaning company might use an explainer video to show how their eco-friendly cleaning services are safer for children and pets, effectively highlighting their unique selling point.
- Medical Explainer Videos: A medical practice or healthcare service might use medical explainer videos to clarify a treatment process, like a new patient onboarding process. This helps build trust and alleviates patient concerns.
7 Reasons Why Explainer Videos Are Great for Small Businesses
1. Simplify Complex Ideas
Small businesses often struggle with conveying complex products or services in a way that customers can easily understand. Explainer videos simplify intricate ideas by breaking them down into bite-sized pieces of information. This is especially beneficial for businesses in technical industries, such as medical practices, where patients or clients may not be familiar with certain treatments, tools, or procedures.
Example: A dental practice could use an explainer video to walk potential patients through the process of getting dental implants, helping them understand what to expect from start to finish.
2. Boost Engagement and Retention
According to Wyzowl’s Video Marketing Statistics, 94% of people say they’ve watched an explainer video to learn more about a product or service, and 84% have been convinced to buy after watching one. The combination of visual appeal, motion graphics, and storytelling makes explainer videos a highly engaging form of content, leading to increased viewer retention.
3. Increase Conversion Rates
By simplifying your message and engaging your audience with a visual medium, explainer videos help improve your website's conversion rate. Call-to-actions at the end of an explainer video can guide viewers to take the next step—whether it’s signing up for a newsletter, making a purchase, or scheduling a consultation.
Example: A small software-as-a-service (SaaS) company might use an explainer video on their landing page to demonstrate how their platform can automate tasks, thereby encouraging potential customers to sign up for a free trial.
4. Improve SEO
Videos can have a significant impact on your website's SEO ranking. Google and other search engines prioritize video content in search results, especially if the video is relevant and high-quality. By embedding an explainer video on your website, you can boost your chances of ranking higher and increasing organic traffic.
5. Build Trust and Credibility
When potential customers are deciding whether to purchase a product or service, trust is a significant factor. An explainer video can humanize your brand, demonstrating your expertise and authenticity. For medical explainer videos, this can be crucial for explaining procedures, qualifications, and building patient trust before they even book an appointment.
Example: A medical clinic might use an explainer video to show the qualifications of their staff and explain the safety protocols in place, reducing patient anxiety and increasing appointments.
6. Enhance Social Media Engagement
Explainer videos are perfect for social media, where short, engaging content performs best. They capture attention quickly and are more likely to be shared, increasing your reach. A well-crafted explainer video can go viral or generate significant engagement, helping build brand awareness and loyalty.
Example: A small fitness studio shared an explainer video on Instagram demonstrating a new workout class. The video was short, eye-catching, and informative, leading to a high engagement rate with comments and shares. The studio saw an increase in class sign-ups and gained new followers, ultimately boosting brand awareness within the local community.
7. Increase Customer Retention
Explainer videos are not only great for attracting new customers but can also be effective in retaining existing ones. By clearly explaining new features, updates, or how to maximize the use of a product or service, explainer videos can help customers feel more confident and satisfied with their purchase. This can lead to better customer retention and repeat business.
Example: A SaaS company used an explainer video to demonstrate a new feature in their software. The video explained how the new feature would help users save time and improve productivity. As a result, users were more engaged with the product, and the company saw a decrease in churn rates, with customers using the new feature on a regular basis.
7 Tips for Creating Effective Explainer Videos
Creating an explainer video that stands out requires more than just animation and a catchy script. Here are some tips to ensure your video is engaging and effective:
1. Keep It Short and Sweet
The goal of an explainer video is to provide valuable information in the most concise format possible. Aim for a video length of 60 to 90 seconds. Shorter videos retain attention better and encourage viewers to watch all the way through.
2. Start with a Hook
The first few seconds of your video should grab the viewer’s attention. Start with a problem statement or a compelling question that resonates with your audience, and then introduce your solution.
Example: For a health clinic offering online consultation, the opening line could be, “Tired of waiting weeks for a doctor’s appointment?”
3. Focus on Benefits, Not Features
Instead of listing all the technical details of your product or service, highlight how it benefits the customer. Speak to their pain points and explain how your business can solve them.
Example: Instead of just saying, "Our app tracks your fitness goals," you could say, "Our app helps you stay motivated by tracking your progress and sending reminders to keep you on track!"
4. Use Clear Visuals
People retain information better when they can see it. Use visuals, graphics, and animations that support your script and make your message clear. Visual metaphors can help explain abstract concepts.
5. Have a Strong Call to Action (CTA)
Don’t forget to include a call-to-action at the end of your video. Whether you want viewers to sign up, subscribe, or buy now, make sure the next step is clear and easy to follow.
6. Optimize for Mobile Viewing
Since many people watch videos on their smartphones, make sure your explainer video is optimized for mobile devices. This means ensuring that text is legible and the video works seamlessly on smaller screens.
7. Include Testimonials or Social Proof
If possible, include customer testimonials or reviews in your explainer video. This adds credibility and trust, especially in industries like healthcare or finance, where trust is essential.
Explainer Videos and Video Marketing
Explainer videos play a significant role in a comprehensive video marketing strategy. Video is one of the most engaging content formats, and its power is amplified when used in combination with social media, email campaigns, and paid ads.
Why They’re Great for Video Marketing:
- Versatility: Explainer videos can be used on websites, landing pages, social media channels, and even in email marketing campaigns.
- Shareability: People love sharing engaging content. Explainer videos are highly shareable, helping spread brand awareness.
- High ROI: According to studies, video marketing provides one of the highest return on investment (ROI) of any marketing medium, especially when it leads to increased sales, leads, or engagement.
Example: A local medical clinic that creates an explainer video about a new treatment they offer can distribute that video across Facebook, Instagram, and in their email newsletters. By using targeted ads, the clinic can reach a broader, but relevant, audience, increasing both awareness and conversions.
Conclusion
Explainer videos are a powerful and effective tool for small businesses looking to increase engagement, simplify complex ideas, and ultimately boost conversions. By clearly demonstrating the value of your product or service in a short, engaging video, you can captivate your audience and improve your overall marketing strategy.
For businesses in specialized industries like healthcare, medical explainer videos can play a crucial role in educating patients, building trust, and explaining complex procedures or treatments in a way that is easily understood. When combined with the right video marketing strategy, explainer videos can elevate your brand and set you apart in a competitive market.