4 Steps to Creating an Explainer Marketing Video That Converts

By March 24, 2021 Video Marketing

motion graphics and video design elements surround computer monitor with play button on screen

To put it simply, all marketing initiatives are in place to achieve goals for your brand. Typically, the end goal is to sell your product or service. This can be either as a direct result of any one campaign or as a collective result of your many tactics. So how can you best use motion graphics and video marketing to your advantage in the quest for conversions? 

The answer depends on your specific goals. That said, one type of video content — the explainer video — is useful across diverse industries and offerings. You’ll know you need an explainer video if your audience finds it difficult to understand what you do or identify the true value of your product. Explainer videos might also be helpful if communicating how you differentiate yourself from the competition is a challenge. If any of this resonates with you, let’s look at 4 key steps to creating an impactful explainer video.

Step 1: Define Success and Set Your Goal

Well before designing artwork, and even before starting the script, evaluate why you’re creating an explainer video. Is your product or service, or your brand’s mission, seemingly complex to your target audience? Do potential customers get excited by a few surface-level aspects of your offering, but often miss the nuanced, special details you want them to know about it? 

Until you know why you want to make your video and what you want the outcome to be, any creative production is getting ahead of itself. First, ask key questions about gaps in your current marketing or in your audience’s interaction with your brand. Next, tailor the video’s creative decisions to address exactly what you’ve identified. This reduces the amount of time you’ll spend going “back to the drawing board” with each iteration. What’s more, the parameters you’ve defined will make it obvious whether the video is headed for success or not.

blue and red illustration of magnifying glass and other imagery for strategy such as calendar bullseye clock and puzzle pieces

Step 2: Consider Your Video Marketing Platforms

Explainer videos commonly live on landing pages, and it’s no secret why. Motion graphics can amp up your conversions by 80%! So placing your explainer video prominently on your landing page is a strong choice for audience engagement. Consider where else you want your explainer video to live and all the channels you want to share it in order to optimize the video for success. Different channels may have different file requirements, dimensions, text-to-image ratios, and many more unique characteristics that can make or break the success of your video. So plan out your promotional strategy before you begin production, to avoid retracting your steps to meet requirements at launch.

red and blue illustration of a group of people working together at a large whiteboard

Step 3: Get the Right Design and Animation Partner

Design is responsible for 94% of first impressions. So all the research you put into the goals, channels, and script for your explainer video won’t matter much if your video’s appearance doesn’t impress your audience. Boring stock imagery, inconsistent branding, and subpar animation are all ways that you can lose your audience’s attention — and their business. So find a video partner who makes brands look great, understands your goals, and is simple to work with!

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Step 4: Speak Specifically to Your Audience

When it comes to your offerings, it’s natural to want to highlight what you’re most excited about. And this makes a lot of sense! You’re so proud of the feature you spent weeks honing, the special talent you hired exclusively to develop proprietary tech, and the visual identity you’ve built. But the things you’re most excited about as a CEO, a leadership team, a marketer, or a product designer aren’t necessarily the things that your audience finds most compelling. 

Put yourself in your customers’ shoes when developing your storyline and script. Emphasize what they’ll find most exciting, most unique, and most valuable. By focusing on your audience, you’re sure to create a motion graphic that grabs their attention and is more likely to convert.

blue background with speech bubbles coming from a person's mouth that lead via arrow to charts and graphs of results

Leverage Motion Graphics for Other Types of Video Marketing

Explainer videos are just one type out of many kinds of video content! Your brand might also encounter uses for emotive (emotionally driven) and promotional (designed to sell) videos in future marketing campaigns. Connect with your video partner to explore the possibilities for your brand.

Lucy Todd

Author Lucy Todd

Lucy Todd is the Chief Process Officer at Killer Visual Strategies. She is a Seattle native and Western Washington University graduate. Her degree in Creative Writing and her customer service background both inform her work daily. A Killer employee since 2011 and executive since 2014, Lucy has researched for, written, and/or project-managed over 4,000 projects for the company, affording her key insight into our processes and projects. This experience is invaluable in allowing her to lead and empower Killer’s content and project management teams to success. Lucy enjoys managing the day-to-day at the office, offering a unique perspective when a team or colleague feels stuck, and learning from her peers and clients each day.

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