[Webinar Recap] Take Your Conversion Rates to Heroic Levels with Explainer Videos
What can you learn from MCU for your next explainer video campaign?
What in the quantum realm does MCU have with explainer videos?
A lot, actually.
Explainer video campaigns should be ambitious and need strategic thinking.
Just like a big-budget movie franchise.
Well, the scale at which Marvel operates is obviously massive, but that doesn’t mean their approaches wouldn’t apply to start-ups or SMEs.
In a video marketer’s eye, the MCU is less about superheroes.
It’s more about the underlying stories and strategies that weave together to build such an (if not the most) passionate fan base and keep them glued to the content.
This week, Andre shared some insights on utilizing explainer videos for businesses like MCU in an awesome webinar with Serpstat.
In an hour-long session, attendees learned why explainer videos are a powerful marketing tool, how to use them to boost conversion rates, and why some of them have failed.
For those of you who missed or were unable to attend (or even if you did), here’s a little recap.
Explainer Videos: What Are They All About?
Explainer videos are just like trailers for a movie. It creates curiosity and builds hype around a business.
It only conveys the essential points, that’s why the ideal duration is no longer than two minutes.
When a viewer watches it, they should know what to expect from a business or product and decide whether they will invest in it or not.
Read More:
What Makes It a Worth-Investing Marketing Tool?
- Techy topics need to be simplified. Explainer videos help viewers understand because reading bulky text seems like a chore.
- Well-polished explainer videos show credibility. The key to convincing a viewer to interact with a brand in the first place.
- A great addition for landing pages. Offer reasonable baby steps for viewers of all ages.
- Advertiseable. Explainer videos can be used for YouTube Ads, Instagram Sponsored posts, etc.
Read More: How Explainer Videos Help Closing More Deals
What Makes a High-Converting Explainer Video?
- Short (approx. 90 secs).
- Animation is often involved, starting with pain points, offering a solution, how the solution works, and where viewers can get it.
- While other marketing videos have their own specific purpose, explainer videos are versatile and scalable — for landing pages, sales pitches, social media, and offline events.
- Creativity plays a role– in animation style, plot, and voiceover.
- Accessible for every business of all sizes and industries. There’s always an option for every budget with templates or fully-customized explainers.
Read More: The 8 Stages of an Explainer Video Production Process
Increasing Conversion Rates with Explainer Videos: How to Do It Marvelously?
What can we learn from MCU?
1) Starts with a Vision and an Endgame
Marvel already knows what the audience wants and what can make them stick around for decades by embracing the ideas of emotions.
They started small and developed the storyline and characters from time to time.
Every decision made on an explainer video production can be tied back to the content foundation and goal. It’s always best to have a campaign in mind when you are thinking of producing an explainer video.
2) Be the Webmaster
Marvel carefully maps out the development of its content and how the characters and stories are interwoven within a larger narrative.
Characters are teased and introduced in each movie.
It’s important to have consistency and connections within the explainer video. How will the messages connect to other video content and any other content types?
As with other marketing content, you have to have a laser-focused goal, either to drive more sales, which usually translates to:
- Demand creation
- Customer satisfaction
- Market share
- Generating profits
- Public image.
3) Find the Incredible Hook
Marvel gave each piece of content a different feel, so it was both interesting and fresh, even for people who aren’t big fans of superhero movies.
See: WandaVision (sitcom notalgia), Ant-Man (heist theme), Captain America: The Winter Soldier (spy thriller)
It’s crucial to come up with content that allows even new audiences into the business. It makes the video more far-reaching, accessible, and digestible for the laymen yet still informative for pros.
4) Explainer Videos Assemble
Marvel’s success lies in its plan of progressing a story over time.
They also use multiple channels (comic-con, social media, apps, video games, merch) to build the hype and ensure that everyone is engaged.
The community is constantly growing.
Consistency is key when it comes to video marketing in general. It takes more than one night, one content idea, one platform, and one single explainer video, to build a solid viewer base and boost conversions.
When All the Expectations Get Dusted…
Why do some explainer videos fail?
- Poorly-created.
- Lack of keyword research and optimization.
- Too long. Say too much– leaving viewers no wiser.
- Wrong platforms.
- Blatant copy-and-paste from competitors.
Read more: 40+ Experts Share The Video Marketing Mistakes & Solutions
If you missed the webinar about increasing conversion rates with explainer videos, or you’d like to relive it, check out the full recording:
Need an explainer video for your next campaign? Breadnbeyond has got your back. Claim your seat for a free consultation.
