How to create a great explainer video, and why it should be part of your content strategy!
If you don’t have an educational or explainer video strategy for your brand, you’re way behind the times.
Hootsuite reports that 31.3% of internet users 16-64 watch tutorials every week. That’s a large audience to reach.
Most brands do not consider educational videos as part of their content strategy. That’s a mistake because they’re a great way to show off your expertise and goods. It’s also a chance for companies that don’t produce video content to test the waters and see the impact video can have.
We will discuss why educational videos are so important in our content-oriented landscape and how to make them.
Why educational videos are so important for your content strategy
Customers are constantly searching for information and quick, efficient solutions to their problems in today’s society. Educational videos allow you to provide those solutions. Consider these reasons why educational videos can help your brand stand out:
1- The power of videos outweighs the ability of text.
By using educational videos, you can reach a wider audience, especially younger viewers who may not be as attentive to traditional forms of media. In addition, video viewers have a greater chance of paying attention and retaining your message than those who are reading a text on the same subject.
Research finds that 92% of business owners were satisfied with the ROI of their explainer videos, and 47% experienced a 15% or more conversion rate boost after using explainer videos.
2- Video educational material simplifies complicated topics.
Rather than explaining something to your audience verbally, it is easier to show them how something works visually. Visual representation simplifies complex topics through educational videos, making the learning process simple. Your audience can watch the video as many times as needed to reinforce what they have learned.
3- Educative videos establish your authority within your niche.
You need to build your brand’s reputation as an authority in your niche with your audience, and educational videos are one of the greatest ways to do so. Educating your audience from the perspective of your expertise lends credibility to what you do and what you offer.
4- Educational videos promote brand loyalty and trust.
Video education allows you to better explain your product, service, purpose, or industry to your customers, increasing their understanding and trust. The ease with which they can find relevant information reinforces the bond between your brand and your customers. People will continue to turn to you when seeking information because they trust you.
5- Videos receive more social media attention.
Video has become more prominent in today’s social media landscape to engage customers and leverage your brand’s outreach strategy. Twitter, for example, reports that Tweets with videos receive 10x more engagement than Tweets without videos.
Gaining traction on social channels can be as simple as creating an educational video that gets attention and delivers valuable information.
Useful video production advice
There are many different types of educational videos, from traditional webinars to explainer videos used in marketing. However, they are all there to serve the same purpose: to inform and educate viewers on a specific topic or message.
Your educational video should include these three elements to achieve those goals and make an impression that lasts:
The introduction should clarify what viewers will learn or see in the video (and why they should watch it).
Throughout your video, demonstrate or explain whatever topic you’re covering (this should consume most of the video’s length).
The conclusion summarizes what they’ve learned through their viewing experience (and encourages them to act).
To create great educational videos, you need to produce content that both benefits and inspires your viewers to do something after watching them. Video viewers should want to watch your video, apply the information to a task or make a decision, and possibly share it online or with others who might also benefit from it.
Of course, there are many practical considerations to consider and the quality of your content.
How do you make an “OK” educational video into a great one? Especially, educational videos that can help your brand stand out.
1- Choose the topic carefully.
It is essential to tackle relevant topics and answer the right questions in a great educational video. If you answer a question in a video that isn’t relevant to the question, your video will fail from the start.
It is best to focus on your niche or area of expertise or where you want to build a brand’s reputation.
Begin by understanding what troubles your target market. Plan content around their interests and pain points. Identify how your video will help them address these issues, solve problems they may face, and develop a coherent plan for delivering that information.
2- Ensure the right tone is set.
Your viewers might not stick around if your content lacks an impactful tone. Never allow educational videos to feel like a boring lecture! Instead, create engaging videos that also convey your brand’s message. Your audience should remain engaged no matter how light and humorous you are or how informative and how professional you are.
3- Aim to educate instead of sounding promotional.
Rather than outright selling, these videos should teach. There is no doubt that a good educational video can be a powerful promotional tool. However, your primary goal should be to help your audience learn what they need to. Once you accomplish that, the rest of the benefits will follow.
4- Visual branding that keeps people’s attention.
In today’s market, you need more than just a great video – you have to stand out from the rest. Your educational videos should have a unique aesthetic that is memorable as well.
Take a cue from brands like Apple or Starbucks. Having developed a unique aesthetic over time, they no longer have to work hard to establish their identity. Instead, creating educational videos should be your aim!
5- Include captions.
Mobile devices are increasingly being used to access content in our fast-paced world. For example, about half of all worldwide web traffic comes from mobile devices today.
Since many people are watching videos on the go, make sure your video content has captions so it can be viewed without sound. Many paid tools are available, but free ones like CreatorKit allow you to caption your videos.
6- Video length.
Most people don’t like to be lectured. Even more so, if the lecture drags on, make sure your video is brief and sweet. Since most people have shorter attention spans, it’s best to avoid being too long.
Generally, brands whose content strategies can capture their audience’s attention and deliver information achieve greater success. Therefore, make sure that your educational videos are as short as possible without sacrificing their quality or intended purposes.
7- Write a script that is personalized to your audience.
Great educational videos begin with a solid script. The best way to make your video engaging, entertaining, and informative is to use a well-written, optimized script tailored to your target audience.
Ask yourself the following questions before you start writing your script:
Who am I writing it for, and what is my brand image?
Which type of content is popular or shared with my audience?
Where in similar content does my audience respond best to calls-to-action?
By asking these questions, you can create a script that feels less generic and more targeted, resulting in an educational video that’s more likely to keep viewers interested.
How should educational videos be promoted?
Your educational videos are of little use if they are not promoted and effectively distributed. Optimizing videos can be a whole subject in itself – don’t forget!
Send the videos to your email newsletter subscribers after uploading them to your blog. The learning center on your website would make for a great place to upload your educational videos if you’re hoping to increase sales and drive traffic with them.
You can upload your educational video to YouTube, which has over 30 million daily users. As a result, many people turn to the platform as their first stop when trying to figure out how to do something.
Make sure to find out which social networks your audience prefers and focus your efforts there. Don’t ignore other channels, though, because they may be a great way to build your audience or diversify your reach.
Instagram is the perfect medium if you’re trying to reach a younger demographic. Using reels and IGTV, Instagram video sharing has never been easier. Facebook and Twitter are great options to reach an older audience, while LinkedIn might be the best choice for a B2B brand.
Video content for content marketing and outreach can be a powerful tool. Educational videos can help your brand stand out.
You can foster stronger ties and loyalty to your brand by creating educational videos that address your particular audience. We are in the midst of a video era where content consumption and creation are on the rise!