Want to create a product explainer video that will engage and convert viewers? Here are three key things to keep in mind.

What are Product Explainer Videos + 3 Things to Include | Union

3 Things to Include in Product Explainer Videos to Support Conversion

With more than <a href="https://techcrunch.com/2021/12/20/tiktok-to-rank-as-the-third-largest-social-network-2022-forecast-notes/#:~:text=According%20to%20the%20firm's%20estimates,ahead%20of%20Snap%20and%20Twitter.&amp;text=TikTok%2C%20over%20the%20past%20couple,years%2C%20has%20been%20growing%20quickly.">755 million</a> monthly TikTok users and more than <a href="https://www.globalmediainsight.com/blog/youtube-users-statistics/#:~:text=YouTube%20has%20more%20than%202,world%20has%20access%20to%20YouTube.">2 billion</a> active YouTube users, video content is a critical creative approach for brands who want to meet consumers where they are. Not only can videos entertain users, but they can instruct them on how and why to spend on certain products across industries, from supplements in the health and wellness space to equipment in the home improvement space. Regardless of industry, product explainer videos can be incorporated into a marketing strategy to help brands convert customers to purchase.

It’s straightforward. A product explainer video is a live action or animated video that educates users on what a brand’s product literally does, how it does that, and how a user operates it, if applicable. These videos can be shared in bite-sized clips on social media, with a longer version on a product landing page. <a href="https://innovationlab.net/product/design/explainer-videos-that-convert/">Research</a> by Wordstream in 2018 indicated that adding a video to a landing page can <a href="https://union.co/services/data-brand-strategy/conversion-rate-optimization">increase conversion rates</a> by 86%. 
But videos only hold attention for so long, so brands need to be strategic about the details they incorporate. Here are three key things to include in your product explainer videos as best practices.

What is a product explainer video?

Viewer attention spans are short. <a href="https://www.threadgroup.com/blog/how-short-attention-spans-equal-short-form-video-in-2021">Research</a> shows that about 94% of pre-roll ads on YouTube get skipped after the first five seconds. If skipping isn’t possible, viewer attention span is likely eight seconds. Meaning: Short-form video is key to keeping the user’s attention. That might mean 15 seconds for social content and 60 seconds for a product landing page.
When writing the script, keep copy short and punchy where possible. Make sure the brand name and product name are included within the first or second sentence, in case that’s all the information the consumer picks up before moving on to something else.
And maintain that approach throughout: Communicate the necessary information about the product’s function in a straightforward manner so the viewers who do hang in there can easily recall how the product works. For example, that could encompass the simplified science behind ingredients in a supplement or a step-by-step technological explanation of a piece of equipment. Include how the user can access the product – do they need to subscribe, sign up, visit a certain landing page?

(1) Quick and clear education about how the product works

Explainer content can only hit so many messages, especially if the video is short enough to meet attention-span limitations. Once the “what” and “how” pieces of the messaging hierarchy are accounted for, it’s time to bring in the sales incentive. How will this product actually benefit the user? Will it help them save money? Will it improve their health in some way? Will it make life easier somehow? Make this message concise for clarity. Benefits don’t need to be complicated.

(2) Clarity about how the product will help the user

While creative should be visually interesting (that could mean bright colors in an animation or dramatic landscapes in a live action video), it shouldn’t get too complex. Leaning into direct visual representations of objects, people and places can help the viewer more easily digest the details of how a product works without the distraction of trying to figure out what they’re looking at. 
 While some play with abstraction can add interest to the piece, work to strike a balance between style and communication across the video. At the same time, the visual representation should stay consistent with the brand style guide – particularly with colors and shapes in animations. This way, the video can cohesively connect with other brand content across channels for recognizability.

(3) Visual representation for easy understanding

The Union team will work with your brand to establish a <a href="https://union.co/services/data-brand-strategy/brand-identity-messaging">messaging hierarchy</a>, visual mood boards and a <a href="https://union.co/services/branded-content/video">video production</a> schedule while incorporating product explainer video best practices. <a href="https://union.co/contact">Contact us</a> to get started.

Ready to make a good product explainer video?

Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.

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