How to craft the perfect call to action using an explainer video

You need an explainer video to showcase your product or service to potential customers, but you’re not sure what this entails. It’s a familiar dilemma, but what follows will serve to un-muddy the waters, and provide you with some useful guidance.

Who is your explainer video aimed at? 

That might seem an elementary question, but you would be amazed at how many businesses embark on this process without having a clear idea of their target audience. Your video content will reflect the action you want your viewers to take, and this will depend on your target audience. A good video production company will need the answer before starting work on your project. It is important to consider the following points concerning your audience, all of which are influencing factors as far as a production company is concerned: -   geographic location, gender, educational standards, income range, occupation, aspirations, and purchasing habits.

What makes a great explainer video?

If you’re using actors in your video, your video company will ensure that they are representative of your target audience.  You may decide that your audience would respond best to an aspirational tone, and the actors should reflect that.

Incidental music should music should be carefully selected to reassure viewers that this content has been created especially for them.  Some kinds of music resonate more strongly with specific audiences, and your video must acknowledge the fact.

Explainer video content may be better presented as brief sound bites, rather than a spoken commentary – consider this question carefully with your video producer.

You may be able to use cultural references to target your content more specifically, or a certain type of humour can be very effective if used carefully and with regard to good taste.

Don’t hide behind your brand. People like to engage with other people, not with a washing machine, or a corporate banking logo. ‘Keep it human’ is one of the best rules to remember. Your production company will know this, and will avoid breaking the rule.

Should you write your own explainer video script?

The answer to that is a resounding no, unless you have previous video production writing skills. Professional explainer video producers know exactly how to pitch a script to meet the product or service demands – brief them well, and leave the rest to them.

Why does your business need an explainer video?

The answer to that question is ‘because they work’.  A well-produced five-minute video says more about your company and its products or services than pages of print and images in a publicity brochure. Customers prefer to watch videos, and with music and voice-overs, explainer videos deliver a concise, easily understood message – to one individual in a marketing office, or dozens at a sales meeting

 Why are publishers investing in explainer videos?

In common with other commercial activities, marketing budgets are feeling the pinch these days. Every penny counts, yet without effective marketing your business will not survive. You need an edge, and that’s where short, relatively inexpensive explainer videos are ideal. Like TV commercials, they can get a message across in a limited time-slot, and in the hands of a professional video production studio, they can be works of art in miniature.

Recent statistics revealed the fact that 55% of people worldwide watch an online video at least once every day. Information like that means that lots of businesses are investing in explainer video as an essential component part of their marketing strategy.

A good video producer makes the difference – take a look at this https://www.youtube.com/watch?v=qC-V36iBQNk