How Explainer Videos Can Benefit Your Software Company

May 23, 2017

You have the most amazing software that will considerably improve the professional or personal lives of your potential customers. Now all you have to do is get them to install it.

One of the best ways to increase customer engagement and drive sales of your product is video marketing. In fact, four times as many customers would rather watch a video about a product than read about it. Marketers who use video can grow revenue 49 percent faster than those who don't.

Let's talk about a simple, cost-effective way to dive into the realm of video marketing: explainer videos.

What is an explainer video? It's a clear, concise explanation of what your business does and how your product solves your customer's problems. The video addresses the potential customer's pain point, introduces the software as a solution, and explains how the viewer will benefit as a result. It gives the potential customer exactly the right amount of information to pique their interest and encourage them to research your product further. A good explainer video will keep potential customers on your website longer (or drive them to your website) and increase their engagement with your content thereby increasing the likelihood of conversion.

Typically, an explainer video is no more than two minutes long. (Smart marketers know to resist the siren song of explaining absolutely everything: the longer a video's duration, the more the viewer's attention span degrades.) Explainer videos typically include a voiceover along with animation or a screencast, depending on the product and goals for the video.

Explainer videos were practically made for software companies. Unlike other industries, software isn't seen as "sexy." There's no shiny object for a potential customer to marvel at and no tangible product for them to hold. As a result, it can be hard to grab and maintain a customer's attention. For software companies with a never-before-seen or complicated product, in particular, potential customers may have a difficult time fully grasping the nature of the product and its benefits. This is where explainer videos truly shine, by making a stereotypically "boring" product interesting.

There are a myriad of different ways to use explainer videos to benefit your software company. Here are just a few of them.

Introduce your business or software. This is the original, most widely known use of an explainer video. This type can familiarize potential customers with your brand and humanize your company. It can also serve to introduce your software and prompt people to learn more about it. Perhaps the most famous explainer video, made for Dropbox in 2009, served to rocket the business from a small start-up to a multi-million dollar company and household name.

Recruit employees and integrate new team members. Explainer videos can be made or even repurposed to be used internally. Play a video at a job fair or on specific employment pages of your website to attract the type of employee who shares your company's passion.

Increase landing page conversions. Explainer videos don't have to live solely on your homepage or product pages. Adding a video to a landing page can increase conversion by 80 percent.

Train sales staff and use as part of a sales pitch. Sales staff should be able to translate a software's features to the benefits it provides the consumer. An explainer video can help the sales team by providing easily understandable talking points and can be used as part of a presentation or sales pitch.

Promote your software on social media. Explainer videos can be added to your Facebook page, used in a Facebook ad campaign, pinned to the top of your Twitter feed, and added to a company channel on Youtube. Don't forget to take advantage of social media to increase your brand exposure: 45 percent of consumers watch more than an hour of videos on Facebook and Youtube weekly.

Got questions about adding video and animation to your marketing efforts? Contact us today to talk with our video professionals.

About Insivia

Insivia is a Strategic Growth Consultancy helping software & technology companies scale through research, brand strategy, integrated marketing, web design, and retention.

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