That animated explainer videos are a powerful marketing tool for B2B brands is a well-established fact.
An explainer video can lead to 73% of users buying a product, according to Tubular Insights.
However, B2B businesses that are keen to use them need to know that not all explainer videos are created equal.
Nor do they produce the kind of ROI the B2B marketers expect. Unless, of course, they include these 5 factors in their explainer videos that have been proven to appeal to audiences.
Now let's find out what the secret sauce is:
1. The professional approach
Animated explainer videos are an effective tool for marketing your B2B software product because they can be both attention-grabbing and informative. When creating your video, focus on making it relevant to your target audience.
Highlight only the most important features of your product and keep the video concise. By doing so, you’ll be more likely to engage and hold the attention of busy professionals who make up your target market.
Here is an example of an explainer video created by Explainer Video Hero for Twilio: Twilio is a programmable communication tool that allows you to make and receive phone calls as well as send and receive text messages.
In addition, animated explainer videos should be simple. Many times, B2B software products are complex and require a lot of explanation. An explainer video that is simple and to the point will be more effective in getting the message across than one that is overly complicated.
In addition, B2B audiences don’t have a lot of time to watch long videos. They will appreciate an explainer video that gets straight to the point and doesn’t waste their time. 30 second explainer videos are in high demand at present, topping the trends list.
The same goes for production quality. In the crowded field of B2B, a high-quality explainer video can help you stand out from the competition and attract more audiences.
Lastly, a technically sound software explainer video shows that you're serious about your product and willing to invest in quality. This attitude is attractive to potential customers.
For example, seemingly simple things like whether you should add action sound effects can have a significant impact on viewers as this Content Beta research data tells you:
2. The narrative
Interesting storylines and attractive visuals are two aspects of explainer videos that attract B2B audiences. Let’s find out why:
In today's fast-paced world, it's important for businesses to find new and innovative ways to grab the attention of their target audiences.
Social media has become a popular platform for people to share their thoughts and experiences. However, not every piece of content you share on social media platforms can gain more engagement and reach a larger audience.
One way that has been gaining popularity in recent years is the use of explainer videos with attractive visuals.
If your explainer videos are visually appealing:
- Your audience will watch it in full and maybe click on your call to action.
- They may even share it with their friends and followers.
Here is an example of an animated explainer video from Yellow Messenger, a conversational AI:
An engaging storyline appeals to audiences for several reasons:
- First, they make understanding complex concepts easy.
- Second, they hold viewers’ attention.
- Finally, they tend to be more memorable than those without them, making it more likely that viewers will remember your message long after they’ve watched the video.
Watch this entertaining and informative animated explainer video from Cloud Guru:
3. The demystification
How are explainer videos helpful in explaining complex concepts to B2B audiences?
Not all customers are tech-savvy. Animated explainer videos should be kept relatively simple so that they are easy to understand. If they are too complex, viewers may be confused and less likely to convert.
So if your animated explainer video is not having the results you were hoping for you might find this checklist useful:
Does your animated explainer video:
- Break down complex concepts into manageable chunks? Also, try not to tackle too many topics in a single video. Create a video course to tackle complex subjects.
- Fit the specific needs of your audience? Your audience is not a homogeneous entity. You should customize your video to help people of different knowledge levels.
- Highlight key features and benefits of your product or service? A video that gets to the point straightaway will find favor with the viewers.
- Engage and interact with your audience? Many customers expect to experience a
- certain amount of interaction and you should give them that.
- Guide viewers to the next step? They want simple instructions regarding how to sign up for a free trial. Simply provide a call to action link at the end of the video.
B2B audiences don't have time to waste, so they'll appreciate your efforts to get straight to the point. Here is an example of a software explainer video created by Content Beta for Lyne.ai that talks about the problems with cold emails and their solution without wasting any time:
4. The human touch
There can be a lot of sameness in B2B. That's why explainer videos that use a human touch can be so appealing to audiences.
Such videos help audiences connect with the company and its products on a personal level. They also build trust and credibility, two essential elements for any successful B2B brand. There are two ways to achieve it:
- Use humor: Humor is an important tool in any explainer video because humor helps the audience connect with the video and make them pay attention to the message being conveyed. It makes understanding complex concepts easier.
- Use real people: B2B audiences don't want to be sold to; they will only buy from someone they can relate to. The human touch can make your brand feel more relatable and approachable. For example, hiring a professional voiceover artist can make a world of difference to the look and feel of an explainer video.
5. The way forward
B2B software product users appreciate a clear call to action (CTA) in an explainer video for several reasons:
- Firstly, it helps the viewers understand what they should do next to maximize their experience.
- Secondly, it creates a sense of urgency and encourages immediate action.
- Finally, it gives the viewer a specific goal to work towards.
Watch this animated explainer video created by Content Beat for Intercom, the Engagement OS company:
Here is a Content Beta study that tells you what call to action (CTA) to include in your video to drive more traffic and increase conversion rates.
Wrapping up the article
We discussed what aspects of the animated explainer videos appeal to viewers. Let’s recap how to make them attractive:
- Strike the right balance between providing enough detail to be helpful without overwhelming viewers with too much information.
- Make sure the overall story is easy to follow. Too much complexity can lead to confusion and ultimately cause prospects to give up on trying to understand the software.
- Focus on the key features and benefits of the software. Explain using simple language and avoid industry jargon.