3 reasons savvy marketers are using explainer videos to build brand awareness in an always-on, information -overloaded society
Since the inception of the Internet, it has never been more challenging for brands to build awareness and be top of mind. Unless of course, they’ve cottoned on to the explainer video content phenomenon that’s enabling savvy marketers to engage their audiences at every stage of the buying cycle. People are spending more time online than ever before and information overload is at it highest. As a result, online users are strapped for time and spoiled for choice.
Switched on marketers realise that there’s a tiny window of opportunity to grab potential customers online. Given that the always-on, plugged-in, information load’ trend is likely to increase, the window of opportunity to engage customers is likely to shrink. The average human attention span in 2000 was 12 seconds. Today, it’s 8.25 seconds, less than that of a goldfish. And no engagement equals no brand awareness. And no points for guessing what the implications of that are. Switched on marketers know that when it comes to online engagement and helping customers effectively absorb and share information, the answer is a less-is-more approach. And nothing masters the art of doing more, with less, than the explainer video.
Explainer videos are 60 to 90 second stories that sum up a brand’s value proposition in a format that customers want to engage with. They show off the main benefits and features of your products or services in a way your audience instantly understands. The days of reading lengthy, jargon-filled website text, emails and online brochure copy are gone.
80% of online visitors would rather watch a video, whereas only 20% will read copy.
and
consumers who watch product videos are 85% more likely to buy than those who don’t
So, what makes explainers so effective?
Basically, they enable:
- Absorption of information
- Comprehension of information
- Retention of information
Simply explained –
- ABSORPTIONVisual language, like video, increases our capacity to take on information.
If the shutters are closed, there’s no chance of brand messaging getting in. Explainers, with their story-based qualities, appeal to the right ’emotional’ side of the brain. This side of the brain is somewhat immune to information overload, if it receives content in a way that it can absorb, such as stories and visuals
- COMPREHENSIONExplainer Videos help people to understand, simply and quickly.
Especially in B to B buying, when decision makers clearly understand features and benefits, they’re more likely to share and spread the message around their new found potential solution.
- RETENTIONBecuase they stimulate both auditory and visual senses, retention is vastly increased. Retention is a key component in building brand awareness, especially when it comes to business buying.
With Marketing Departments under more pressure than ever before to show a direct correlation between spend and return, mastering the art of doing more with less is paramount.
With the explainer becoming an always-on elevator pitch for your business, working globally, 24/7, it’s no wonder, that when it comes to building brand awareness, it’s becoming the sharpest pencil in the clever Marketer’s toolkit.
Contact us today to find out how.
