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Why an Explainer Video is a Powerful B2B Lead Driver

Posted by Alyson Phillips on June 23, 2017 at 9:58 AM

Explainer VideoImagine you order a piece of furniture online. Much to your chagrin, it arrives unassembled in a box filled with various parts, dozens of tiny nuts and bolts and an instruction pamphlet the size of "War and Peace." But before you dive in, you search online and discover the manufacturer has created an easy-to-follow, step-by-step video. Less than an hour later, you're admiring your new piece of furniture from the couch with a cold drink.

Convenience is just one of the many reasons people love videos and why YouTube has more than one billion users, the video website explains. An explainer video or a short clip that gives a simple and concise description of a company's product or service helps break down complex topics and makes brands more memorable.

Successful businesses have discovered that these types of videos are also incredible lead generation machines. Let's take a look at why this media works and what makes a great clip.

Why Explainer Videos Work

When you consider how popular videos are among the average consumer, it's no surprise B2B customers love them, too. Here are a few of the reasons explainer videos convert website visitors:

  • Easy-to-digest messages - A 90-second video has about 225 words. Try getting a consumer to read that much text about your services while retaining what they've read.
  • Attention-grabbing visuals - Like any great visual tool, videos help keep website visitors fully engaged.
  • Customers connect with the brand - From the visuals to the audio to the tone of your script, videos make prospects feel more connected to your organization.

Need more convincing? Four times as many customers prefer videos than reading about products, according to Animoto.

What Makes a Great Explainer Video

While videos can be an effective method of explaining your products and services to potential customers, not every video will drive leads. Here are a few things you can do to ensure your  video is a smash hit:

  • Keep it short - Making your video 30 seconds to 90 seconds long is best.
  • Keep is simple - This video should be high level only. You can dive into the nitty gritty once you've established a relationship with your lead.
  • Use emotion - Whether inspirational or humorous, the best videos are those that make viewers feel something.
  • Consider using animated characters - Not only are these types of videos fun to watch, they're also a great way to humanize your brand.

If you think educational videos are only for large, wealthy companies, think again. There are plenty of ways to create a powerful video without a giant budget or a personal production facility — and the ROI can be remarkable. If you don't have an explainer video on your site, it's time to get started.

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