9 Reasons Why You Should Have an Explainer Video on Your WordPress Site

9 Reasons Why You Should Have an Explainer Video on Your WordPress Site

Let’s face it: no matter how intelligent or well-informed your audience is, there are some parts of your product or service they might not be able to comprehend just by reading through your site. And that’s might not be the fault of your content or even the deliverable itself.

Think about the last time you tried to explain the work you do to someone, or even the last time you tried to train someone on your job. I bet a disconnect arose at some point, maybe as you attempted to explain the concept of JavaScript libraries or the need for header tags in content. Unless you demonstrated how these techniques worked in person or were able to give your audience a visual play-by-play, these concepts may have been too complicated to express in a few words to the non-WordPress layperson.

With video marketing already proving to be a powerful tool for WordPress websites, this is the perfect time to capitalize on this trend and spring for some explainer videos. Why? Well, I’m going to explore some of the reasons why your WordPress site needs an explainer video right now.

9 Reasons Your WordPress Site Needs an Explainer Video

If you’re not familiar with the concept of an explainer video, it’s pretty straight-forward as it does exactly what the name implies. It’s a video that explains something.

For instance, let’s say your website sells a line of instant coffee makers. However, you know that users might not understand how to use the self-cleaning mechanism since it’s a new functionality built specifically for this appliance. An explainer video could then explain and demonstrate in two minutes or less how to use the mechanism while also giving interested users a closer look at the product.

Explainer videos can tackle services as well. In the case of these videos, you’re more likely to see storyboard-type explainers. They paint the story of the disgruntled person (your target audience) and demonstrate how this service enters their lives and changes everything for the better.

Both of these use-cases allow you to present visitors with a helpful value-add that contributes to improving their on-site experience—which might be all the motivation they need to take the next step. Here are some more reasons why now is the time you should consider adding explainer videos to your WordPress site:

Reason #1: They Speed Up the Decision-Making Process

Animoto conducted a survey a couple years back to identify trends in how consumers feel about and engage with video. One of the highlights showed that 80% of consumers find explainer (or demo) videos to be helpful in their decision-making process. In addition, over half of consumers felt more confident about pulling the trigger on a new purchase after watching explainer videos.

Reason #2: They Make Your Content Easier to Digest

In that same survey from Animoto, they also found that 25% of consumers lose interest if there aren’t videos on a company’s website. This is most likely due to the fact that, in addition to improving the conversion process, videos also make the content describing your products or services more easily digestible.

Reason #3: They Increase Memory Retention

Based on studies comparing recall rates between written and visual content, it’s been shown that consumers remember information gleaned from visual content 60,000 times quicker. If you’re trying to make your site stand out from other lookalike brands, an explainer video could be the tool that pushes you over the edge.

Reason #4: They’re More Appealing Than Branded Videos

Looking to increase customer trust? 58% of consumers are more likely to trust a company that uses video as opposed to one that doesn’t. If you want to take that a step further, focus on using explainer videos that are less company-centric than branded videos and focus more on improving the customers’ UX.

Reason #5: They’re Easier to Share

According to Animoto’s research, 48% of consumers have shared a company’s video on social media. And, of the most popularly shared type of video content, 89% are educational (like explainer videos). This doesn’t mean that you should give up on producing blog content on your site or creating rave-worthy landing pages. It’s just another reason why a video may encourage more engagement from your audience.

Reason #6: They Help SEO

Obviously, if you optimize your explainer videos for search, that alone will give your site another piece of content to rank for. In addition, relevant and helpful video content motivates visitors to take more action on your site—they stick around to watch your video, take a closer look into the described product or service, and then they hopefully convert. Longer on-site times and more pages consumed lead to improved search ranking.

Reason #7: Your Target Audience Wants Them

In a report released by Forbes Insights and Google, they found that 75% of C-level and senior executives watch videos on business websites at least once a week. If your site currently targets those high-level decision-makers, explainer videos are a no-brainer.

Reason #8: They Free Up Your Team to Focus on More Critical Matters

While I would never discourage the use of live chat or contact forms on a website, I will say that there is sometimes unnecessary “noise” that filters through those channels, making it difficult to focus on your business. Explainer videos empower your visitors to instead seek out answers to their questions and concerns on their own.

Reason #9: They Increase Conversions

More conversions. That’s everyone’s goal at the end of the day, isn’t it? Well, in the case of MyVR, they experienced a 34% increase in signups after adding an explainer video to their homepage. With the right explainer video to complement the rest of the content on your site, think of what sort of positive response you could see from visitors who are grateful for the time you’ve taken to educate them further on your product or service offering.

A Little Inspiration for Your Explainer Videos

Explainer videos are awesome when done the right way (i.e. short, informative, and sometimes entertaining) and for the right reason (i.e. to improve the user experience and provide them with insight they can’t get elsewhere). Like with the rest of your site’s content, they can be totally unique in style to your brand, too.

While most explainer videos share a similar two-minute or less runtime, they come in a variety of forms:

  • 2D animated videos
  • 3D animated videos
  • Whiteboard drawings
  • Live action video captures
  • Stop motion videos
  • Videos without music
  • Videos with music
  • And more (it just depends on how much you want to spend)

And because explainer videos can be used for a number of purposes, they can go pretty much anywhere on your site. Just remember that an explainer video should complement the content around it, so place them where it makes the most sense, like on a service-specific landing page, a product page, at the top of the home page, or in your email marketing.

Now, if you’re excited about this idea of integrating explainer videos into your website, but aren’t sure where to start, check out the examples below. You may have already seen a few of these and didn’t realize that they were explainer videos.

Airbnb

Explainer Video Airbnb from Think Video on Vimeo.

Basecamp

CrazyEgg

Dollar Shave Club

Litmus

Mint

Olark

PadMapper

Pinterest

PooPourri

WPMU DEV

 

Wrapping Up

When visitors are on the fence about making a purchase, it’s important to know that you don’t have to idly stand by and hope they reach out with questions or concerns before bailing out of the website altogether.

Explainer videos give businesses the ability to be proactive in providing a value-add to visitors while also demonstrating how reliable and trustworthy their brand is overall.

Brenda Barron
Over to you: What was the last explainer video you saw? Was it successful in turning you into a customer?