You never get a second chance to make a first impression. That’s why the first 10 seconds of your animated video are the most important. This is the window where you’ll either engage your audience or lose them forever, when they’ll decide whether to watch until the end, or close the window and move on. Sound daunting? It can be. But it can also be magic. This is your chance to stand out from the crowd.
Your job in those first ten seconds is to engage your audience. Not to tell them about your product or service, but to explain, quickly and simply, why it’s relevant to them. You want to help them answer one simple question,
“What’s in it for me?”
“But wait,” you say, “isn’t my explainer video supposed to tell people about what it is I’m trying to sell?” The answer is yes… and no. An explainer video is a marketing piece used to explain a product or service, but the goal is to explain it within the context of your audience and the problem they’re trying to solve. You want to hook them with the benefits of your offering, not the features. See the difference?
Here’s an example. Remember when the iPod first came out? The campaign message was clear and simple: “1000 songs in your pocket.” The message didn’t focus on the 1GB of storage or on the fancy click wheel. Why? Because no one but a small subset of product developers and tech fans would have understood that message or made the leap as to why it would be useful for them. The marketing focused on the core benefit. The same should be true in your video.
Lead with the problem your customer is facing and how you’re going to help solve it. Tell them, clearly and quickly, the value you’re going to bring to their life. If you’ve read our blogs on How to Write an Explainer Video Script or 9 Things All the Best Explainer Videos Have in Common, then you know that you want to lead your audience through a logical path that begins with outlining the problem, then introducing your solution, explaining how it works, and leaving them with a strong call to action. That first part is the sweet spot we’re discussing here – the part where you spark interest, empathy, and emotion to keep the audience engaged.
If you have the resources, it’s good practice to test multiple versions of your video and see which one is performing the best. It may require a slight additional investment in time and money, but the analytics and insight you gain could have a large impact on customer retention, conversion, and ultimately, the success of your business. Of course, even if multiple versions aren’t in the cards just yet, by following our tips, you’re already on your way to creating a strong, engaging marketing piece.
Want a little more help? Raw Shorts offers quick and easy software to create professional and engaging explainer videos. Get started today at rawshorts.com.
