What does an explainer video do for a business?

Whether you’re a B2B or B2C company, explainer videos offer you an opportunity to engage with your customers and develop your relationship past the transactional stage. Many businesses use explainer videos, but if you haven’t before, or you’re considering making a new one, you might want to reflect on the advantages.

What is an explainer video?

An explainer video is a short piece of content, usually around two to three minutes long, which explains what a certain product or service can do and how it can benefit your customers. The content needs to be specific to your business, and ideally answer a question or challenge your audience are often faced with. The video is an opportunity to explain to your audience the benefits of choosing you over a competitor, but in a subtle way.

What content should I use?

Let’s say the product you sell is a kitchen appliance. Rather than just saying what the product does (which would be boring, and will be something most customers will already know) consider explaining what benefit your customer can derive from choosing your product. For example you might decide you want to appeal to a segment of your customer base who are passionate about cooking. Use your explainer video to highlight how your product can make the person’s recipe more delicious than ever before. Next, you might want to target a segment of your customer base whose purchase decision is based on ease while in the kitchen. You could create a new explainer video with fresh content that will appeal to this new group of people, with different purchase drivers.

Develops your relationships

Explainer videos give you an opportunity to provide value to your customer relationships, providing information in an entertaining way that makes your product or service more appealing. You could offer access to your explainer videos once a purchase has been made, therefore adding post-sales value. By offering a free demonstration on an entertainer video, you’re offering a pre-sales value to a potential customer. Whichever route you go down, you are demonstrating to your customers that your relationship doesn’t just start or stop at the point of purchase. What your video shows them is that you’re so confident in your product or service, you’re able to give ideas away – for free – so that your customer can get the maximum value for their purchase.

Generates leads

Explainer videos are a great way to generate leads for a business, so if you’re a B2B business and the aim of your digital marketing is to pass potential new leads to sales, this could be a great piece of content for you to invest in. Capturing people’s content details before, during or after they watch the video – or creating a two-part series, in which they need to leave their contact details to be sent the second video, is a great way to increase the number of leads you can generate.