It’s not clear who coined the label “explainer videos.” But in healthcare marketing, there’s a three-minute visual fastball just about everywhere these days. The term might have become “A/V CliffsNotes,” or “Visual Elevator Pitch,” or “Video Demo.” Regardless of the name, this is a quick communications tool that presents a short-and-sweet informational or educational snapshot.
The familiar brick-and-mortar retail world has been shrinking to the size of a smartphone. Omnipresent wi-fi and broadband have enabled nearly universal online ordering. Retail buyers like having anywhere anytime viewing.
Videos support upwards of 90 percent of viewers with their purchase decision. A video on a landing page can increase conversion by 80 percent. [EyeView] Buyers who see a demo video are much more likely (1.81x) to purchase than non-viewers. [DMB Adobe]
By definition, an explainer video is a compelling, two to three minute informative video clip that captures attention and clearly communicates an important core concept. An explainer may be light and entertaining. The audio/video style is often animated, but it could take the form of live action, whiteboard or some combination.
The essential mission of an explainer is…well, to explain. It is a clear and concise story about a single subject, presented in simple, easy to understand and narrowly focused way. The intent is to capture the attention of a specific audience, and to inform, teach, inspire and/or motivate viewers. It is the nature of video (touching both audio and visual senses) to engage viewers more effectively than text alone—and thus a better mental retention.
We especially love the marketing versatility of explainer videos. They fit naturally almost anywhere online, including a home page, topic-specific landing page, on your blog, Facebook and other social platforms. But that’s just the beginning.
Creative video clips can find a meaningful purpose on your YouTube Channel page, included with email information, for public speaking and live-audience presentations, as well as for training, seminars, and the introduction or launch of something new.
Some of the key benefits of strategically placed, high-quality explainer videos include:
Enhances Search Engine Optimization (SEO) – Pages prospectively rank higher with increased traffic when utilizing healthcare SEO best practices. And when visitors watch a video they stay on the site longer. “People spend more time (2.6x) on pages with video than without.” [Wistia]
Improves conversion rates – Over 50 percent of “consumers say that watching an explainer product video made them more confident in their online purchase decisions.” [Internet Retailer]
Provides a share-able video nugget – An explainer video is a knowledge gem that’s easy to share via email or social media…and thus increases awareness and grows the audience.
Healthcare often needs explaining – Medical topics, procedures and interactions can be technical and complex. Explainers simplify for greater understanding and acceptance.
Highly cost-effective – At two or three minutes in length, a polished and professional explainer video should have a designated budget for quality work. That said, an explainer will also have a strong Return-on-Investment (ROI). In addition to the designated message and purpose, a video can be used in multiple places over an extended period of time for a solid payback.
An Explainer Video is a versatile marketing and communication tool that presents a single and simple informative message. The impact is to engage the audience, present or explain the core idea, and to inspire the visitor or viewer to act. Creating a high quality and professional animated video often requires creative help. Give us a call today--800-656-0907--and we’ll offer our professional guidance.
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