Let\u2019s face it: no matter how intelligent or well-informed your audience is, there are some parts of your product or service they might not be able to comprehend just by reading through your site. And that\u2019s might\u00a0not be the fault of your content or even the deliverable itself.<\/p>\n
Think about the last time you tried to explain the work you do to someone, or even the last time you tried to train someone on your job. I bet a disconnect arose at some point, maybe as you attempted to explain the concept of JavaScript libraries or the need for header tags in content. Unless you demonstrated how these techniques worked in person or were able to give your audience a visual play-by-play, these concepts may have been too complicated to express in a few words to the non-WordPress layperson.<\/p>\n
With\u00a0video marketing<\/a> already proving to be a powerful tool for WordPress websites, this is the perfect time to capitalize on this trend and spring for some explainer videos. Why? Well, I\u2019m going to explore some of the reasons why your WordPress site needs an explainer video right now.<\/p>\n If you\u2019re not familiar with the concept of an explainer video, it\u2019s pretty straight-forward as it does exactly what the name implies. It\u2019s a video that explains something.<\/p>\n For instance, let\u2019s say your website sells a line of instant coffee makers. However, you know that users might not understand how to use the self-cleaning mechanism since it\u2019s a new functionality built specifically for this appliance. An explainer video could then explain and demonstrate in two minutes or less how to use the mechanism while also giving interested users a closer look at the product.<\/p>\n Explainer videos can tackle services as well. In the case of these videos, you\u2019re more likely to see storyboard-type explainers. They paint the story of the disgruntled person (your target audience) and demonstrate how this service enters their lives and changes everything for the better.<\/p>\n Both of these use-cases allow you to present visitors with a helpful value-add that contributes to improving their on-site experience\u2014which might be all the motivation they need to take the next step. Here are some more reasons why now is the time you should consider adding explainer videos to your WordPress site:<\/p>\n Animoto<\/a> conducted a survey a couple years back to identify trends in how consumers feel about and engage with video. One of the highlights showed that 80% of consumers find explainer (or demo) videos to be helpful in their decision-making process. In addition, over half of consumers<\/a> felt more confident about pulling the trigger on a new purchase after watching explainer videos.<\/p>\n In that same survey from Animoto, they also found that 25% of consumers lose interest if there aren\u2019t videos on a company\u2019s website. This is most likely due to the fact that, in addition to improving the conversion process, videos also make the content describing your products or services more easily digestible.<\/p>\n Based on studies comparing recall rates<\/a> between written and visual content, it\u2019s been shown that consumers remember information gleaned from visual content 60,000 times quicker. If you\u2019re trying to make your site stand out from other lookalike brands, an explainer video could be the tool that pushes you over the edge.<\/p>\n Looking to increase customer trust? 58% of consumers<\/a> are more likely to trust a company that uses video as opposed to one that doesn\u2019t. If you want to take that a step further, focus on using explainer videos that are less company-centric than branded videos and focus more on improving the customers\u2019 UX.<\/p>\n According to Animoto\u2019s research, 48% of consumers have shared a company\u2019s video on social media. And, of the most popularly shared type of video content, 89% are educational (like explainer videos). This doesn\u2019t mean that you should give up on producing blog content on your site or creating rave-worthy landing pages<\/a>. It\u2019s just another reason why a video may encourage more engagement from your audience.<\/p>\n Obviously, if you optimize your explainer videos for search, that alone will give your site another piece of content to rank for. In addition, relevant and helpful video content motivates visitors to take more action on your site\u2014they stick around to watch your video, take a closer look into the described product or service, and then they hopefully convert. Longer on-site times and more pages consumed lead to improved search ranking.<\/p>\n In a report released by Forbes Insights and Google<\/a>, they found that 75% of C-level and senior executives watch videos on business websites at least once a week. If your site currently targets those high-level decision-makers, explainer videos are a no-brainer.<\/p>\n While I would never discourage the use of live chat<\/a> or contact forms<\/a> on a website, I will say that there is sometimes unnecessary \u201cnoise\u201d that filters through those channels, making it difficult to focus on your business. Explainer videos empower your visitors to instead seek out answers to their questions and concerns on their own.<\/p>\n9 Reasons Your WordPress Site Needs an Explainer Video<\/h2>\n
Reason #1: They Speed Up the Decision-Making Process<\/h3>\n
Reason #2: They Make Your Content Easier to Digest<\/h3>\n
Reason #3: They Increase Memory Retention<\/h3>\n
Reason #4: They\u2019re More Appealing Than Branded Videos<\/h3>\n
Reason #5: They\u2019re Easier to Share<\/h3>\n
Reason #6: They Help SEO<\/h3>\n
Reason #7: Your Target Audience Wants Them<\/h3>\n
Reason #8: They Free Up Your Team to Focus on More Critical Matters<\/h3>\n
Reason #9: They Increase Conversions<\/h3>\n