Explainer videos - everyone loves them.
When done right, they’re easy to digest, fun to watch, and informative. You can’t avert your eyes.
But despite this, the online marketing world is full of underwhelming explainer videos that miss their mark. Why is that?
When to Use Explainer Videos
Explainer videos are useful to communicate abstract or complex ideas relating to your product or service. The best explainer videos remain concise and to the point.
You’ll want to use these types of videos when you want to familiarize or instruct a warm audience to the process of your offering.
With properly targeted explainer videos, not only will your target client appreciate the educative content, but their vision of your brand will begin to shift - they’ll see you as an authority in your niche or like a superhero of your industry.
Remember - like brand awareness videos, the purpose of an explainer video is not to sell. You want to provide value to clients who have begun to show interest in your brand.
Creating Targeted Explainer Videos
The style of your explainer video should be dependent on who your target client is. Take the following points into consideration:
- Is your product or service relevant to their direct interests or hobbies, or does it instead solve a pain point they are dealing with?
- How comfortable are they with the topic?
- What is their education level?
For instance, let’s say you were running a financial services company. Financial advisors can have a wide variety of clients, from tech-savvy hobbyist investors to baby boomers who know nothing about trading but need help saving up for their retirement.
But it would be practically impossible to create an explainer video that targets both of these personas.
If you created content that resonates with the expertise level of an investor, a baby-boomer trying to save up for retirement wouldn’t have the necessary background to understand your point and get value from the video. On the other hand, if you were to provide 101 explainer content, the investor probably wouldn’t get much out of that video.
If you have two buyer personas, it might be worth it to segment your campaign into two separate avenues, each one with its unique, targeted video content. Otherwise, stick to one and go all out.
Wrapping it Up
The goal of creating awesome explainer videos isn’t to please everybody - it’s to laser-target the people who are most likely to convert into paying customers.
To stand out from a sea of wishy-washy content that tries to please a wide demographic, you need to niche down and create content that will bring real value to your ideal client.
At Tattoo Content Studio, that’s what we’re all about - it’s in our name, after all. Contact us today to start planning your next video marketing campaign.
Tattoo Content Studio | 704 Morris Street, Charlotte, NC 28208 | 704.900.7150
Email contentstudio@tattooprojects.com or click here to schedule a call.
