We live in an era where attention spans are short, and businesses have only seconds to capture a prospective customer’s interest. When it comes to converting visitors into paying customers, no tool is more impactful than a well-crafted explainer video. Whether you’re launching a new product, simplifying complex processes, or just trying to connect with your target audience, explainer videos have quickly become a powerful sales-driving force.
But how does an explainer video help businesses generate sales? What makes them so effective, and how can companies leverage them successfully? By the end of this blog post, you’ll understand why explainer videos should be part of your sales strategy and how they can work for you.
Why Explainer Videos Work
It’s no secret that video content dominates the digital landscape, with platforms like YouTube, Instagram, and TikTok fueling its immense popularity. Studies show that 91% of consumers want to see more online video content from businesses, and explainer videos are perfectly designed to meet this demand. Here’s why they work so well.
1. They Convey Information Quickly and Clearly
An explainer video can break down even the most complex concepts into simple, digestible visuals in less than two minutes. Rather than overwhelming your audience with lengthy text or jargon-heavy explanations, these videos engage viewers and communicate your message with ease.
For example, Dropbox famously launched their product with an animated explainer video, simplifying their complicated cloud storage solution. The result? They reportedly grew their sign-ups by a massive 10 million users in under a year.
2. They Appeal to Visual and Auditory Learners
Not everyone processes information the same way. While some of your customers might prefer to read reviews, others learn better through visuals or audio. Explainer videos cover all bases by combining visuals, voiceovers, and music to cater to various learning styles. This multiplies their impact, making your pitch more memorable.
3. They Create Emotional Connections
A well-executed explainer video introduces a personality to your brand that written content cannot replicate. Whether through relatable scenarios, humor, or emotional storytelling, these videos evoke trust and empathy—two key ingredients for boosting sales.
For instance, a software company like Slack uses witty, relatable animations to explain how their product eliminates workplace chaos. Viewers immediately connect to the scenarios, which often mirror their own struggles.
The Sales-Driving Science Behind Explainer Videos
The effectiveness of explainer videos isn’t just anecdotal—it’s backed by data. Businesses consistently see a measurable spike in conversion rates thanks to these versatile tools.
1. Conversion Rates Skyrocket
An explainer video placed on a landing page can increase conversion rates by up to 80%, according to research by EyeView Digital. Why? Visitors gain a quick understanding of your product’s value without sifting through paragraphs of information, making them more likely to take action.
Are you launching a new product? Highlight its top features using a short video, and watch as viewers transition into buyers almost effortlessly.
2. Improved Customer Retention
When you use an explainer video to engage your visitors and clarify your product’s value, it sticks with them. Studies show that viewers retain 95% of a message when it’s delivered through video, compared to just 10% when delivered through text. This makes explainer videos an excellent tool, not just for attracting customers, but for retaining them.
3. Better Ranking on Search Engines
Search engines like Google prioritize pages with engaging content, and videos are a key factor. Adding a high-quality explainer video to your website can make your page 53 times more likely to rank on the first page of Google search results. With increased visibility comes higher website traffic—and, in turn, sales.
How to Create an Explainer Video that Converts
Not all explainer videos are equally effective. Crafting a high-converting video requires careful planning, creativity, and strategic design. Here’s a step-by-step guide to creating an explainer video that drives sales.
1. Identify Your Target Audience
Who are you speaking to? Your explainer video will only resonate if it’s designed with your audience in mind. For example, if your product targets busy professionals, keep the video short, direct, and dynamic. Tailor the tone, visuals, and language accordingly.
2. Focus on the Problem and Solution
Start by addressing the pain point your viewers are experiencing, then quickly pivot to how your product solves that problem. This ensures your audience immediately understands “what’s in it for me.”
For instance, if you’re promoting an app that tracks fitness progress, begin with the frustrations of manual tracking and then highlight how your app streamlines the process with ease.
3. Keep It Concise
The best explainer videos are generally between 60 to 90 seconds long. This is enough time to grab attention, deliver your message, and prompt viewers to take action without losing their interest.
4. Use Strong Visuals and Animation
Your visuals are just as important as your script. Whether you opt for live-action footage or animation, ensure the visuals clearly complement your message. Tool explainer platforms like Animoto, Biteable, or professional agencies can help you achieve smooth, polished results.
5. End with a Clear Call to Action
An effective explainer video always finishes with a strong call to action (CTA). Whether it’s “Sign up now,” “Learn more,” or “Start your free trial,” the CTA should be prominent and persuasive.
Examples of Explainer Video Success
- Dollar Shave Club used a quirky, memorable explainer video to introduce their subscription razor service. The video generated 12,000 purchases in 48 hours, skyrocketing their growth.
- Crazy Egg, a website analytics company, increased monthly revenue by $21,000 after embedding an explainer video on their homepage. It clarified their offering so efficiently that the data spoke for itself.
Making Explainer Videos Work for Your Business
If you’re serious about generating sales and growing your customer base, integrating explainer videos into your marketing strategy is a no-brainer. Beyond just driving conversions, they help enhance your brand narrative and distinguish you from competitors.
Feeling overwhelmed by the idea of creating your first explainer video? Don’t sweat it! Start by defining your goals, clarifying your message, and partnering with an experienced video production team.
By investing in a compelling explainer video with Huat Designs, your business will benefit from better connections with prospective customers—and a boost to your bottom line.
