Author: Seth High / Source: Entrepreneur The dominance of video is undeniable. With four times as many consumers preferring to watch vide
The dominance of video is undeniable. With four times as many consumers preferring to watch video about a product than to read about it, video is clearly consumers’ preferred medium to learn about new services or offerings. And not only is it preferred, but video is impactful. Research shows 46 percent of viewers take action after watching a video, and shoppers who view a product video are 1.81 times more likely to purchase the item compared to non-viewers.
One of the easiest ways for businesses to harness the power of video is through animated “explainer” videos, which quickly grab an audience’s attention and tell compelling stories in as little as 60 seconds. Though these videos have been around for more than a decade, the industry’s understanding of how they work and a set of data-driven best practices for creating them have only been established recently. Here are five tips for creating video scripts that get real results and stand out from the crowd.
Tell a story instead of listing benefits.
One of the biggest mistakes companies make when creating an explainer video is that the final product becomes a 60-second elevator pitch listing benefit after benefit. This type of video is boring, and viewers tend to retain little information from what they’ve seen. In fact, consumers are so tired of content that sells to them that 92 percent of internet users said they’d consider using ad blocking software.
Stories are what resonate with people. If you’re creating an explainer video, come up with an interesting story arch that entertains while simultaneously educating the audience about a product or idea. Build benefits into the story, but most importantly, illustrate how the product or idea works to solve a problem or achieve an objective. People automatically associate stories with personal experiences, so if an explainer video is done right, target audiences should relate to the content and retain key messaging longer.
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