A business needs customers.
Customers need to be convinced or closed, after they have been attracted and found.
Nowadays, this usually happens online.
But the battle to get people’s attention in the first place is tough.
Why?
Let’s look at this ‘marketing funnel’ the other way around.
Attracting attention is everything.
People are bombarded with an overwhelming amount of information and content every day, well, every second.
If your content is weak, people won’t pay attention to you.
Having also only a few followers on social media and boring marketing campaigns makes online customer acquisition a huge challenge for you.
In the end, this all results in a low click-through rate (CTR) — meaning that few users even get to the next stage: your company’s website.
People Only Buy What They Understand
If this website or landing page is also poorly designed with lengthy text passages, viewers quickly jump off.
The main reason?
The viewers don’t understand your offer and why they need it.
The result?
A conversion rate below average.
But this means most of your competitors do a better job and thus earn more money than you.
The solution?
A well-done (animated) explainer video can solve most of these problems.
Why Animated Explainer Videos Work
An animated explainer video is a short (60–90 seconds long), engaging video that uses animation to explain a product, service, or concept simply and clearly. It typically combines visuals, narration, and music to break down complex ideas into easy-to-understand content, making it a powerful tool for marketing, HR recruitment, onboarding, education, and communication.
The visual content attracts attention and captivates viewers for longer than text or static images.
The breakdown into simplified concepts makes it easier for the audience to grasp key points quickly.
Both are really important because if you don’t manage to grab the attention of your potential customers within a few seconds and explain your offer to them in a way that they understand, you’ve lost most of them.
The narratives of such explainer videos further help connect emotionally with the audience, making the message more memorable.
In numerical terms, viewers retain 95% of such a video’s message compared to 10% when reading the text version.
That’s a difference of 85%!
Absolutely, customers retain nearly your whole message! Incredible.
Let’s look at some other stats on why explainer videos work.
Some stats for proof
- Sharing: Videos on social media get 12 times more shared than text and images combined. In other words, 92% of the videos viewed from mobile devices are shared with others.
- Trust: 52% of marketers say that video is a tool to build trust between the brand and its customers.
- SEO: 62% of search results on Google include videos, of which 80% are from YouTube.
- Understanding: 98% of the viewers watch videos explaining the product or service.
- Conversion: 84% of people have bought a product after watching a video. Case studies show that +144% higher conversation rates can be achieved with just one good explainer video.
- ROI: 87% of marketers claim they are happy with the ROI obtained from video marketing. Every year, marketers are increasing the budget for video marketing by 25%.
Besides these benefits, however, it is not that simple to achieve such stats with any random video.
The explainer video has to be good and compelling.
Things to pay attention to
The style should fit in with your company. Cartoon and minimalist styles work for the most.
The explainer video should further be…
- unique and fully tailored to your business or product to explain.
- uniform (i.e., same color scheme, styles).
- easily recognized with a high recognition value, meaning that the characters should remain the same, and the scenes should not change often (rather transitions within the same scene or different views).
Adhering to these three basics alone, in addition to a good narrative, makes a high-quality explainer video.
The Secret Behind 144% Conversion Rate Boosts
Now that you have a high-quality explainer video, you have to use it properly.
Place it as a creative in your (Meta, Google,…) ad campaign targeting the right audience and on your well-structured landing page to attract people’s attention.
At the same time, viewers immediately understand your offer and retain almost your entire message.
Now all you have to do is provide social proof, add a call-to-action (CTA), and close them, e.g., within a free initial call/meeting.
The conversation rate should then skyrocket.
Meeting the requirements, case studies show increases of up to 80–144%.
Know your numbers
One last tip: know your conversion rate and the average conversion rate in your industry.
Side fact: The median conversion rate across all industries is 4.3%, according to the conversion benchmark report by Unbounce.
If your conversion rate is lower than the industry-specific conversion rate, you should act quickly. The instructions are here in this article.
If not, you’re doing everything right. Congrats!
The TLDR Roadmap
Average marketing and landing pages lead to average results.
To upgrade your marketing as a whole, set up a high-converting marketing funnel:
- Attract: Place Ads (Meta, Google, …) to the right audience and use retargeting. Don’t give up so quickly, the algorithms need data first (> $2–3k/mo).
- Convert: Re-design your landing page by implementing a structure that is based on the psychology of sales.
- Sell: Close the generated lead within a free initial meeting/call.
Integrate an explainer video (e.g., one from Upscale Film™) as a creative for the attract and convert phases on social media and your landing page.
Nothing fancy. All meaningful.