Someone had to break it to you – your company’s explainer video is awful and it won’t work. What’s more, it’s making your brand look bad to the eyes of your potential customers. What are you going to do about it? Keep it online just because you spent a considerable amount of money on it? That’s not wise. You’ll lose leads, business and your image will be hurt in the long run.
Our suggestion is simple: take it down now and replace it with a new brand corporate video that shows your strengths. When done correctly, these animated marketing videos can give you a boost in sales, increase your visibility and help your website rank higher. Are you going to miss all that just because you can’t see something wrong with your current video? Maybe we can help you identify how wrong it actually is. Let’s see.
Trust the data
If you use YouTube to host your videos (and hopefully you do, because YouTube is the second biggest search engine in the world), then you can use a neat feature to see how bad your situation is. The feature is called theAudience retention report and it will give you an inside look at how your audience behaves when consuming your videos.
Some of the metrics you’ll get with that are incredibly useful. Things like average view duration or the retention data for different timeframes can paint a very comprehensive picture that shows you if your video is failing and where it is failing the hardest. Additionally, you can compare your video’s performance to that of similar videos. This mirrored comparison will face you with the undeniable truth – how well your video is performing against its competitors.
All of these numbers should show you if we’re right and your video is plain bad or if you’re right in keeping it. If it’s the latter, then you have no reason to read on. But if it’s the former, then you’ll have a lot of work ahead of you. You’ll have to sit down and identify what’s making your company video performance so terrible. It can be a number of things, so we’ve listed some of the most common ones below to help you. You’re welcome!
If you want to learn about how to analyse your video metrics, download our free case study: “How to rank #1 on Youtube”
It doesn’t matter if you choose to go with a whiteboard video, motion graphics or a cartoon video. If the production value is low, then you can bet everything you have that the video won’t appeal to your target audience and the engagement will be close to zero. There’s no formula behind it, just common sense. What will you do if you push play on a video that’s poorly animated and boring? Yeah, bail out. Immediately.
For quite some time now, videos have become essential in the fabric of the Internet. People watch approximately 3.25 billion hours of video content per month, so you’d better believe they are trained in spotting great content as soon as they see it. A decent looking video doesn’t even work anymore. We’ve reached a situation when you have to hit hard or go home. If your video doesn’t look like a million bucks, then start packing your bags.
How do you recognize a million dollar video? Well, it looks like something like this:
This is one of our videos which is considered by Hubspot (one of the most important marketing platforms in the world) one of the most fabulous explainer videos out there!
Wrong approach and tone
A corporate video has some specific goals: generate brand awareness, explain the company advantage and make a sales pitch. But those goals can only be achieved if the video’s overall approach and tone are perfect. No, I didn’t say ‘right’ – I said perfect. Unless the video gets what makes your brand unique when compared to the competition, then you won’t be able to get to those goals.
And what’s the perfect approach and tone? The one that shows how your company is different and better than the rest. The one that makes a memorable pitch, the one people will remember when in need of your product or service. The one that gets people involved in the message. An animated explainer video that’s unable to nail this won’t succeed at all.
The way you get there is by the means of customization. When the message, the characters and the entire video feels as if could only have come from you, then we say it’s customized for you. It has elements that aren’t present in any other video, so when someone stumbles upon it, he or she finds something fresh that instantly stands out from the rest.
Can you say any of this about your current video? If you can’t, the best case scenario you’re facing is one where you have a decent video. But who wants ‘decent’, nowadays?
For an explainer video, at least. In case you didn’t know, the way people are watching video is changing – fast. You’d think that because of how many of us are watching TV shows and movies through streaming platforms, we all are more willing to see videos online. That’s not precisely true. Though we watch an awful lot of videos, our attention span has been decreasing over time.
In other words, people are becoming less patient with what they watch on the Internet especially when it is not a TV show or a movie. Research data can again be extremely helpful to understand the phenomenon. After analyzing thousands of videos, the team at Wistia found that people will be consistently paying attention up until the 2 minute mark. After that, they’ll begin to drop out. Watch this 1 minute video example:
What you can take from this is that a difference of seconds below that mark won’t matter that much – people will just keep watching the video. But any second above it, and you’ll start to lose your audience. So, your video might be underperforming just because you made it too damn long. And while doing that, your audience is getting out before the video ends, so they aren’t getting your entire message (or they aren’t getting it at all!).
This is one of the issues on this list that isn’t entirely catastrophic. I mean, you won’t get good results if you keep your explainer video duration above 2 minutes but if you decide to act on it, a few cuts here and there can act like magic for you. Again, use YouTube’s Audience retention report feature to confirm this behavior in all your videos above the 2-minute mark. There might be some exceptions but expect the rule to be confirmed.
All of the above seem fine with your video? Don’t dismiss it just yet. There’s still something that might be hurting your video’s performance – where and how you distribute it. You’d be surprised by how many people create a compelling explainer video just to upload it to YouTube and forget about it. That’s not what it was meant for!
If you find that this is your case, then you have stumbled upon another issue that’s conspiring against the results you’re looking for. It has nothing to do with the video’s quality or approach. It’s simply that’s hidden to its own public. Get it out in the open, now! The video needs to be seen, shared and commented on!
You won’t get any of that by burying it in the deepest corner of your website. You have to put it on your homepage, right in front of the people that visit you for the first time. Make it the first thing they watch so the video can do its job: help people understand who you are, what you do and how you can help them.
Of course, there’s more to it than that. Sharing the video on social media, creating ads out of it, featuring it in your blog posts – they are all valid methods to get it right in front of your targeted audience. The best thing about this type of marketing video is that they can be used time and time again and still bring in results. So, as long as you keep your brand’s image and your message aligned with the video, you can still use it in whatever way you can think of.
Now that you’ve come this far, perhaps you’ve realized that your current explainer video is something terrible that needs to be put away right now. Go ahead, do it. But don’t think for a minute that these videos can’t help you. You just need to find the proper company that can help you create something distinctive, memorable and funny. You need to find a company with experience in the big leagues, that ensures you with a high quality product while remaining accessible. In short, you need a company like Yum Yum Videos.