The use of explainer videos as part of corporate video, content and marketing strategy is expanding. Ten years ago, the explainer video was used primarily to show what a startup does. It described the company’s product in some detail, but it mainly communicated the bigger idea of what the company was trying to achieve. That higher level use of explainers will continue, but we will see a more diverse and focused expansion.
In 2020, explainer videos will be used for everything and anything.
Here are some video marketing numbers:
Millennials love to watch videos and they love to buy after watching videos. 90% of Internet users watch videos online (UK Web Host Review), 70% will watch a video while online shopping and 80% will use it to help them make a purchase decision (Animoto).
Companies grow revenue 49% faster with video than without, and landing pages with a video can increase conversion by 80% (WordStream).
There are many other stats out there, all with the same takeaway: video marketing works and it will continue to expand.
Types of Explainer Videos:
Video marketing includes all types of explainer videos. Customer testimonials explain the life-changing power of your product through a real customer experience. Product demos explain your product in a way that a blog post cannot. Branding videos explain who you are and convey the overall feel of your company. Every department from Human Resources to Research will have their need for corporate explainer videos, for both internal and external distribution.
More and more, it is the explainer video that every brand and corporate department will need to make and therefore expand into new areas. There are several reasons for this. First of all, these videos are typically 90 seconds or less and videos under two minutes enjoy the highest level of engagement (Wistia).
Also, explainers are simple enough that they can be watched and understood without sound. This is important since most Facebook videos are watched without sound (Digiday).
That’s assuming the explainer video is well made. Poorly produced videos are difficult to grasp, even with narration. Some very good explainer videos require no narration at all. It explains visually. For example, check out this explainer for Thumbtack.
So how will companies expand their use of explainer videos?
Some things won’t change. Startups will continue to use them as their elevator pitch — quickly and efficiently explain what they do. Established businesses will continue to use them to explain new offerings and products.
But the push will be to make into video content what previously remained as text. Blog posts about products or reviews will be made into videos. Each web page will have a video as well as text.
And every corporate department will explore different ways to maximize the use of video. For example, recruiters will continue to make recruiting videos to attract talent, explain corporate culture, and show off the cool game room, but there will also be videos for specific job positions. These videos will not only serve to attract recruits in general, but also explain the pros and benefits of each job title.
The competition for user engagement is fierce. Consumers and prospects are lazy — if given the option, they will choose video over an entire page of reading material. In this environment, it’s important to invest in producing a quality video that is accessible and shareable. The ROI is definitely there, but more than that, companies can’t afford not to invest in a good video.